The Power of Digital Storytelling in Marketing
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Transcript of The Power of Digital Storytelling in Marketing
Newer trend Everyday people
using accessible digital tools to tell their stories
Compelling, emotionally engaging, and interactive stories
A company’s perspective in greater detail
Solving a problem, but by levelling with your people
Building emotion, it will help you get attention
SCREAMING YOUR PERSONAL BRAND!
Share stories on the Interneto Multimedia Movies: YouTube, Vimeoo Audio Broadcasts: Podcastso Webinars
Accessible media tools and softwareo Web cameraso Voice recorderso iMovie / Windows Movie Makero Final Cut Express How-To videos (Meet Sally!) White board videos
Our brains are wired to understand & retain stories
Humans are driven by:o Positive emotions, personal
feelings, experienceso Likeability
o Friendlinesso Relevanceo Empathyo Relevance
Cultivate a deep understanding of your target audience
Mandatory buyer persona
Ask your customers: Why did they buy fro you? How did they find you? What questions did they ask during the
sales process? What drove them to start looking for a
solution?
Identify emotional drivers & be authentic
What are the emotional triggers that pull customers towards your brand?
Share details to make your story relatable: name, place, outcomes
Adapt your story to the medium
Make it shareable
Ensure credibility
Merge storytelling with data
Move your audience emotionally and intellectually
Encourage user-generated content
Share different perspectives of your story
Start a hashtag, interview influencers in your space, hold a contest
Problem: Getting women to buy men-based body wash for their man
Campaign: “The Man Your Man Could Smell Like”
Product: Old Spice Body Wash
Agency: Wieden + Kennedy, Portland, OR
Solution:o Flawless execution of a one take viral
videoo Released via YouTube and TV
commercialso Fan interaction – submit questions
Problem: Breath new life into an old kids toy
Campaign: 90-minute “Lego Movie”
Product: Lego toys
Agency: Warner Bros., Hollywood, CA
Solution: o Well-written movie appealing to
adults and kidso Product is the message – Lego sceneso Deep message – We are all
imaginative builders at any age
Problem: Retain market share in coffee category against new entrants e.g. McDonalds
Campaign: “Every Cup Tells A Story”
Product: Tim Horton’s coffee
Agency: J. Walter Thompson (JWT), New York, NY
Solution: Tug at Canadian heartstrings Encourage user generated content Website (EveryCup.ca) and social
media integration
Content & Statistics:https://www.facebook.com/business/news/value-of-storytelling-on-facebookhttp://www.theguardian.com/media-network/media-network-blog/2014/aug/28/science-storytelling-digital-marketinghttp://www.poweredbysearch.com/transmedia-storytelling-transforming-digital-marketing/http://digitalmarketingmagazine.co.uk/digital-marketing-advertising/christmas-2014-how-advertisers-used-storytelling/1381http://adage.com/article/digitalnext/beginning-end-storytelling/294975/http://www.thesaleslion.com/brand-storytelling-example-lego-movie/http://www.christinapinto.com/index.php/tim-hortons-every-cuphttp://contentmarketingexperience.i-scoop.eu/wp-content/uploads/sites/6/2014/06/Storytelling-Infographic-%E2%80%93-source-Fathom.gif
Imagery: Google Images Database