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The Art & Science of StoriesTamara Gaffney | September 16, 2014

Tuesday September 16th, 3:15pm, Industry 3

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Let’s start with a story . . .

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Tamara

Storytime

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UEFA will play

matches in the U.S. by

2016

Soccer will be bigger than

Baseball in the U.S. by

2025

World Cup will be in the

US in 2026

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22%INDONESIA

12%SPAIN

46%OTHER

5%VENEZUELA

5%U.S.

9%UK

Adobe Digital Index

UEFA ChampionsLEAGUE SOCIAL

BUZZ BY COUNTRY

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Talking about the World Cup on social media

Top 10 countries

37% JAPAN

11% UK

9% BRAZIL

8% U.S.

8% GERMANY

4% SOUTH KOREA

3% INDONESIA

3% FRANCE

2% NIGERIA

2% SPAIN

Elevated level of World Cup mentions coming from the U.S.

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388%growth

June 2013

June 2014Gaming console & OTT

Android App

Browser

iOS App

By Share of Access Type

TV-E AuthenticatedVideo Growth

ADOBE DIGITAL INDEX

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Percent of

Social Buzzby Country

(last 30 days)ADOBE

DIGITAL INDEX

79%U.S.

20%OUTSIDE U.S.

6%UK

2%CANADAFRANCE

1%MEXICO 8%

OTHER

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Percent of

NY Giants Social Buzzby Country

ADOBE DIGITAL INDEX

64%U.S.

19%UK

12%UK

1%CANADAFRANCE 5%

OTHER

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Phone Browsingby Connection

TypeADOBE

DIGITAL INDEX

January2013

June 2014

CELL

WI-FI

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TV-E MonthlyVisitor Growth

ADOBE DIGITAL INDEX

June2013

INDEX 100%

June2014

December2013

85% IndexedGrowth in

2014

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Backstage

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Where does a story come from?

Data Insight

Behavioral observation

Past Memory

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ADI uses the Scientific Method to approach building stories

From data to insight

Interpretable

Uninterpretable

Relevant

Irrelevant

Private

Information

INSIGHTDATA

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From Insight to Story

Information feeds are just one small, albeit complicated, piece of the puzzle

Many different skills are required to make Digital Index data press worthy

Storytelling

Taking a Stand

Insights Synthesis

Craftsmanship Science

Information Feeds

VALUE CREATION TIERS

INSIGHTS VALUE CREATION MODEL

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Social Stories We’ve Told:Guardians of the Galaxy Will be a Big Hit

Social Buzz

Movie Release

X

20-day lift

Hollywood Reporter and CMO pick up

story

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Stories We’ve Told:Guardians of the Galaxy Will be a Big Hit

Perc

en

t of

Daily

Avera

ge

Days Pre Release

0%

100%

200%

300%

400%

500%

600%

20 ReleaseDay

24681012141618

Profitable

Not Profitable

Adobe Digital IndexSocial Buzz Summer Movies 2013

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Social Stories We’ve Told:Fall TV Pilots Look Like Flops except Superhero Ones

25%>100 SOCIAL MENTIONS A DAY75%

<100 SOCIAL MENTIONS

A DAY

Percent of new Fall TV shows average Summer social buzz

6X increase in buzz

Deadline Hollywood picks

up story

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“Sometimes reality is too complex. Stories give it form." – Jean Luc Godard

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Summary Actions Follow Up

Next Steps

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Discussion & Questions

Tamara Gaffney@tamaragtamaragaffney

#SocialShakeUp#SocialShakeUpTuesday September 16th, 3:15pm, Industry 3

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