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DIGITAL STORYTELLING FOR BRANDS
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WELCOME
LYNNE D JOHNSON
Dir. Digital & Social Brand Strategy & Marketing Waggener Edstrom @lynneluvah
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IN A WORLD OF MEDIA FRAGMENTATION, HOW DO YOU GET THE WORD OUT ABOUT YOUR BRAND?
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EVERYONE LOVES A GOOD STORY
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STORIES MAKE IDEAS RELATABLE.
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STORIES INSPIRE AND MOTIVATE.
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WHAT MAKES A GOOD STORY?
Source: http://charitywrites.blogspot.com/2011/10/pre-nano-story-structure.html
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WHAT MAKES A GOOD STORY FOR BRANDS IN THE DIGITAL AGE?
• Narrative Arc • About company, not product • Cross Channel • Emotional • Rich Media • Engagement • Mechanics
Brand Promise Brand Reputation
9 Source: Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand by Robert Rose & Joe Pulizzi
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BUT MOST IMPORTANT…CAST YOUR CUSTOMER AS HERO.
Brand Narrative
Branded Content
User Generated
Influencer Generated
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HOW DO WE DO IT?
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UNDERSTAND your audience.
KNOW what your brand means.
CREATE a story that connects.
LISTEN & engage.
LEARN!
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TELL A STORY THAT IS RELEVANT, REAL, AND REPEATABLE.
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WHO’S DOING IT RIGHT?
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COCA COLA HAPPINESS MACHINE
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RED BULL STRATOS
Source: Socialbakers
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BEN & JERRY’S CAPTURE EUPHORIA
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SO WHAT’S YOUR STORY?
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THANK YOU
© 2013 Waggener Edstrom Worldwide Inc. All Rights Reserved.
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