What can today’s story-tellers learn

from modern communications

planners?

Stephen Stokes, Strategy Director @StephenStokes

Applying modern story-telling techniques

As are other modern agencies

Let’s go back to the 1950s/60s

A perfect storm

Icons, symbols & lifestyle associations

Condensed stories

Condensed stories

Post Millennium

Start of a new perfect storm

Re-appraise values

Become more authentic

Be honest and more transparent

Have a generous attitude

Recognise the need to earn attention

Do more

Adopt modern story-telling techniques

Ten Opportunities

1. Understand different audience types

Creators: Make it easy

Conversationalists: Fresh content to share

Critics: Exclusive preview

Spectators: Regular content. Same places

2. Become a community builder

Ask: What can you do for your community

Different approach as community builds

Create Alliances

3. Mine social media for insight & inspiration

Industry tools

Source: http://blog.socialflow.com

Source: http://blog.socialflow.com

4. Operate in real-time

Operate in real-time

Operate in real-time

5. Understand why people share

New thinking from Henry Jenkins

Modification

Modification

Modification

Relationship

Commentary

Ego - Badging

6. Always take people somewhere else

Always leave them wanting more

Exploring new ways to keep attention

Exploring new ways to keep attention

7. Light lots of small fires

7. Light lots of small fires

7. Light lots of small fires

7. Light lots of small fires

8. Context is king

Time Mindset Company

Location Scale Environment

8. Context is king

Environment: Location linked to page in book

Timing: Post death

Different scale for different audiences

Location: Makes victims story more poignant

9. Monetise via brands

Scale helps

Help build authenticity

Discerning property. Discerning audience

Freshness to a well-trodden area

Association with hope / positive outlook

New territories

10. Keep an eye on the near future

0

10

20

30

40

50

602010

2013

2015

* Source Futuresource Consulting Ltd/OFCOM/OECD/OMD

H/Hold

Indiv 15+

Today’s advance tech reaching ubiquity

|

The Digital Metronome

Next generation devices and applications

Summary

1. Different audience types

2. Community builder

3. Mine social media

4. Operate in real-time

5. Why people share

6. Always take people somewhere else

7. Light lots of small fires

8. Context is king

9. Monetise via brands

10.Eye on the near future

@StephenStokes

Stephen Stokes,

Comms Strategist & Brand Planner