Creating
Story-Driven
Brand Experiences
Carla Johnson
Strategist. Speaker. Storyteller.
@CarlaJohnson
There was a girl.
She had brown hair.
She wore a red coat.
She was adventurous.
You should meet her.
The girl loved the
adventure and wanted to
see the world. She was
scared, but she saw the
chance to meet new
friends who showed her
that life could be fun. Now,
wherever she goes, she
brings her courage with
her…
8
“…business buyers
don’t “buy” your
product; they “buy
into” your approach
to solving their
problem.” - Jeff Ernst, former
analyst for Forrester
Company that sells software to track operational efficiency wants to talk about the future of patient safety
Create a SOLUTION story
Getting to the core of your story
Why?
Why?
Why?
Why?
Why?
Software
tracks
operational
efficiency
wants to
talk about
future of
patient
safety
Getting to the core of your story
Because it is expensive
to address all of the
issues around patient
safety.
Why is this
topic
important
to Chief of
Staff?
Why?
Getting to the core of your story
Why is it
expensive to
address all
of the issues
around
patient
safety?
Because there are
detailed operational
issues that we have to
take care of around
infection control.
Getting to the core of your story
Because we don’t
want patients to
think that they will
get MORE sick by
being a patient.
Why do you
have to take
care of
operational
issues
around
infection
control?
Create a solution story We believe that the future of healthcare is patient safety But people are scared about going to hospitals because they think that they will get more sick by being a patient. So we help medical professionals understand detailed operational issues that they need to plan for around infection control. The needs and expectations of hospitals and patients will continue to change and it’s important for Chief of Staff to understand how to do things safer, better and with less expense. Tracking patient recovery rates and how they reflect operations, profit and the perception that people have about the safety of their facility is a key way for hospitals to stay competitive.
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2
3
4
Visa’s Customer Decision Journey
Decide to
take a
vacation
Look for a
destination
Make travel
arrangements
Travel to
destination
Book
activities
Plan the
next
vacation
Share
memories
What opportunities does Visa have
along the entire journey?
21
Kathy Button Bell
Chief Marketing Officer
Emerson
“In the beginning, we realized
we weren’t telling meaningful,
problem-solving stories. Back
then, we told stories just about
our products, but didn’t have a
dialogue. Now, because of
social media, we have 133,000
employees trying to tell stories
and create dialogue. We
figured out how to aggregate it
and keep it in sync so we didn’t
appear insane as a company. It
had to feel like there’s a main
story.”
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Show STEM as cool, sexy, accessible
EDUTAINMENT
Supports learning Showcase science, technology,
engineering, and math in simplified,
entertaining or fun ways
CONNECTIONS
Promotes exploration Draw unique and interesting
connections to STEM that affect the
daily lives and experiences of young
people
EXPERIENCE
Develops relationships Provide a deeper interactions with
STEM experts and resources that
give young people fresh perspective
and real-time acknowledgement
• This or That Questions
• 2015 Predictions
• Crash Course Videos
• SciShow Videos: News,
Great Minds, Dose
• SciShow Sponsored
Videos
• Wochit Videos
• Soap Box Questions
• SciShow: Weird Places,
Most Asked Qs
• Social Call Outs
• TV Spot
• “The STEM of “X” social
series
26
Emerson Joins Big Bang Theory
February 19 Hank Green/STEM ad on CBS Network TV
Hank Green/STEM ad on TBS in 13 local major markets for 4 weeks
29
Fortune Cover Wraps S:14.375”
S:9
.75”
T:15.125”
T:1
0.5
”
B:15.375”
B:1
1”
F:7.375” F:7.75”
IN 125 YEARS, Emerson has evolved from a regional motors and fan supplier to a global engineering
and solutions innovator serving the world’s most complex industries. While we are extremely proud
of our past successes, what really excites us are the opportunities ahead. We can’t wait to take on
“What’s Next”: whether it’s the challenge of producing and processing energy in ways never
before imagined; stabilizing and managing the digital economy through state-of-the-art data
centers; revolutionizing the automation of factories to drive productivity and savings; or providing
unparalleled energy efficiency, reliability and sustainability in climate control. And we’re just getting
started. Find out more at Emerson.com/125
We can’t wait to get on to “What’s Next”
The Emerson logo is a t rademark and a service mark of Emerson Electric Co. © 2015 Emerson Electric Co.
David N. Farr
Chairman and
Chief Executive Officer
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Airport Signage Los Angeles
Miami
Houston
Dallas
Beijing
Hong Kong
Delhi
Mumbai
Kuala Lumpur
Seoul
Paris
Amsterdam
London
Frankfurt
Mexico
33
STEM Page Content
Emerson.com/ILoveSTEM leading resource in STEM
CREATED CO-CREATED CURATED
Owned Creative
Creative Partnership
Community Generated
35
YouTube Performance
Hank Green
Ad spend and placement on Emerson.com/IloveSTEM driving high video views.
• 39.9K views/video
• 89% of views from ad spend
• 70 Likes per video
• 0:16 average view duration
125th Anniversary
Engaged audience on external sites watching for long period. Almost 2/3 of video views from embedded YouTube player.
• 15.6K views/video
• 20 Likes per video
• 1:24 average view duration
STEM
STEM videos experiencing highly positive sentiment. Otherwise, performing on benchmark.
• 5.2K views/video
• 111 Likes per video
• 0:29 average view duration
Channel
Benchmarks 4.5K views
10 Likes
0:41 Min viewed
36
Storytelling through PR and Social
Placed Emerson executives on the radar of key national media
Shifted media view of Emerson from a manufacturing company to a data-driven company
Engaged the most Emerson employees, influencers and potential job candidates in one month on social media channels…ever
Created a direct consumer connection with sharable Hank Green content
The company celebrated!
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An Opportunity to Show Up Differently
930,216,397 Total Media Impressions
20+ Media Interviews for Emerson Executives
130+ Stories Published
Coverage secured with top print media including AdAge, Forbes CMO Network, Media Post, St. Louis Post-Dispatch, St. Louis Business Journal, WIRED Innovation Insights, Reuters
Top-tier broadcast media placements include CBSN, Bloomberg Radio, GigaOm, The Street
270+ Satellite Media Tour Airings and Nearly 14 Million Impressions
Key markets including Atlanta, Austin, Columbus, Jacksonville, Milwaukee, Minneapolis, Philadelphia
Thank you!
Carla Johnson
Type A Communications
O: 720.344.0987
M: 720.219.3062
www.TypeACommunications.com
More information at www.7thEraOfMarketing.com
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