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Storytelling 2.0
- 2. STORYTELLING 2.0
Workshop Agenda
Agenda:
Chapter 1: Tell Me a Story
Chapter 2: The Media Landscape is Changing
Chapter 3: Dynamic Story Mining in a Digital World
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- 3. PART 1: TELL ME A STORY
© COPYRIGHT 2010
© COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE
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- 4. THE POWER OF STORYTELLING
Why Storytelling?
Tell me a fact and I’ll learn.
Tell me a truth and I’ll believe.
Tell me a story and it will live in my heart forever.
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- 5. THE POWER OF STORYTELLING
The Power of Story
Vocabulary
of
Change
Link to familiar theme
Humanize
Build
Credibility
Unleash
Emotion
Order
out
of
Chaos
Permission
to
Explore
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- 6. THE POWER OF STORYTELLING
The Storytelling Methodology
People. The characters of the story. Protagonist. Antagonist. Supporting
characters.
Tension. Tension sets the story in motion. Conflict. Inciting incident.
Actions. The complications, challenges, threats, hurdles which the
protagonist has to overcome to achieve resolution to the tension.
Resolution. The change that takes place to resolve the tension and its
impact.
Meaning. The story’s purpose. Moral. Aha. The point in the story when the
pieces fall together.
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- 7. STARTING WITH THE AUDIENCE
Rich, Actionable Insights
Demographics are just the starting point…
Is she ready, willing, able to engage in your story?
Can you paint a picture of your customer?
What does it take to get on her agenda?
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- 8. STARTING WITH THE AUDIENCE
Rich, Actionable Insights
Go beyond demographics to REALLY understand…
What is her daily life like? Work? Stay at home?
What are her priorities?
What competes with her priorities?
What are her primary pain points?
What does she know about YOU?
What gets her attention? What influencers her?
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- 9. STARTING WITH THE AUDIENCE
Laddering Up To Understanding
Hearts. How does she feel about the brand. What does she love (or
not)? What does she value? What emotional buttons are pressed?
Minds. How does she think about the brand? How does she
assess quality, efficacy? How does make choices? What data points
induce her to act?
Momentum. What is her awareness and assessment of your
track record? Does she view you as a credible voice and solution?
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- 10. STARTING WITH THE AUDIENCE
Tools for Gleaning Insights
Online research. Moments of Influence; Hearts, Minds & Momentum methodologies.
Ethnographies. Video, online diaries. Highly personal. Detailed view into consumer’s life.
Secondary research. Trend forecasting, consumer analysis.
Focus groups. Final vetting.
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- 11. THE POWER OF STORYTELLING
The Master Narrative
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- 12. THE POWER OF STORYTELLING
The Master Narrative
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- 13. PART 2: THE CHANGING MEDIA LANDSCAPE
© COPYRIGHT 2010
© COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE
WAGGENER EDSTROM WORLDWIDE 13
- 14. THE FUTURE OF MEDIA
The
future
of
media
=
rich,
engaging,
conversaMonal
14%
of
U.S.
adults
are
on
Twi%er
80%
U.S.
adults
Ranks
#2
in
Search
73%
of
bloggers
are
on
Twi%er
parMcipate
in
social
media
2.6
billion
video
searches
News
Media
EvoluMon=
IntegraMon,
new
formats
Where
the
Audiences
Are
Audiences
are
migraMng
to
social
media
1500%
increase
in
video
Mainstream
media
is
tapping
92%
of
print
journalists
use
the
Mainstream
media
are
uploads
by
newspapers
into
social
networking
sites
to
web
for
arMcle
research
and
refining
mobile
sites
to
appeal
in
2008
build
community
engagement
81%
find
ideas
on
the
web
to
a
younger
demographic
Survivors
are
integraMng
old
with
new
The
New
York
Times
Magazine
-‐6%
Clear
Channel
-‐6%
Time
Inc.
revenue
revenue
staff
layoff
staff
layoff
-‐
14.4%
-‐
7.8%
McClatchy
revenue
-‐10%
Los
Angeles
Broadcast
news
raMngs
Ganne%
revenue
-‐
19%
Times
staff
layoff
-‐
34%
-‐
17.6%
“Old”
media
in
decline.
“Old”
media
=
flat,
one-‐dimensional
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- 15. THE CHANGING MEDIA LANDSCAPE
Influence Paths are Changing
Influence no longer travels a linear path.
Conversation = multiple nodes & ripples.
Traditional journalism + social media are
melding.
Brands are media.
Influencers are AMPLIFIERS.
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- 16. THE CHANGING MEDIA LANDSCAPE
Audience Expectations are Changing
Audiences expect to PARTICIPATE in the brand.
The bar is raised:
VALUE EXCHANGE = the currency of engagement.
Relationships are forged through REPEATABLE
ENGAGEMENTS over time. 16
© COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE
- 17. THE CHANGING MEDIA LANDSCAPE
Audiences Disseminate and Curate
Each content item is easily sharable.
Making shares, tweets and comments visible
contributes to sense of community.
Content is curated based
on audience ranking and
feedback data.
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- 18. THE CHANGING MEDIA LANDSCAPE
Defining New Success Metrics for Digital
Eyeballs.
Engagement.
Resonance.
Velocity.
Influence.
Sentiment.
© COPYRIGHT 2010
© COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE
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- 19. THE CHANGING MEDIA LANDSCAPE
Defining Success Metrics for Digital
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- 20. PART 3: DYNAMIC STORY MINING IN A DIGITAL WORLD
© COPYRIGHT 2010
© COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE
WAGGENER EDSTROM WORLDWIDE 20
- 21. DYNAMIC STORY MINING IN A DIGITAL WORLD
What Defines a “Content Guerrilla?”
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- 22. DYNAMIC STORY MINING IN A DIGITAL WORLD
What Makes Content Compelling?
Catchy headlines
Evocative punctuation
Clever, colloquial wording
Rich visuals augment, enhance
Immersive experience
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- 23. DYNAMIC STORY MINING IN A DIGITAL WORLD
Defining a Voice
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- 24. DYNAMIC STORY MINING IN A DIGITAL WORLD
Fostering Participation
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- 25. DYNAMIC STORY MINING IN A DIGITAL WORLD
Triggering User-Generated Content (UGC)
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- 26. TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY
Capturing Photos That Tell Stories
Take lots of photos. More than you think you’ll need.
Credit whenever possible.
Fill the frame.
Fix it afterward.
Capture the mood.
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- 27. TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY
Which Tells the Better Story?
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- 28. TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY
Video & Interviews: Top 5 Tips
Prepare your subject.
Choose the best available environment.
Don’t create extra work for the viewer.
Remember how people consume video
Be creative on the day, but don’t lose the message.
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- 29. TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY
Video & Interviews: Examples
Video Interview montage Behind the scenes video
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- 30. TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY
Live Blogging
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- 31. TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY
Live Blogging: Top 5 Tips
Why Live Tweet?
Set the scene. Repeatedly.
Summarize and comment , don’t just repeat.
Credit your sources.
Backstage is interesting too.
Follow up later.
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- 32. PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY
Repeatable Systems
Use a content management system.
Envision the outcome.
Don’t overdo it.
Establish repeatable processes.
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- 33. PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY
Editorial Workflow
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- 34. PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY
Repurpose Existing Content
Know what’s available.
It’s not always about the “now.”
Reclaim and rebuild.
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- 35. PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY
The Editorial Brief
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- 36. PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY
Repeatable Processes, Simple Templates
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- 37. PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY
The Elegance of Story Packages
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- 38. PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY
Creating Content Packages: Community Example
Feature story
Related content tags
Strong imagery
Diversity of related editorial
content – recipes, blogs, video
Multiple engagement activities
Simple, action-oriented,
expectation setting
Related forum discussions
© COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE
- 39. PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY
Creating Content Packages: News Example
Text article
Social media sharable
Video story – augments text story
Photos and captions
Video cross-posted
on YouTube
39
© COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE
- 40. PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY
The Beauty of Tags
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- 41. STORYTELLING 2.0
TAKE-AWAYS
Use narrative story elements to package
information in an engaging, memorable
format.
Know your audience. Deeply.
Demographics are only the starting point.
Sound your voice through engrossing
content collections.
Master the tools of the trade to capture
any moment.
Embrace consistent practices that free you
to be your creative best.
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