Discussion starter for a Stanford gradate seminar. Viewable here: http://stanford.io/1eln84U.

1. What I’m thinking
about
Anthony Moor
Director, Product Management
Yahoo

2. Telling compelling stories

3. Telling compelling stories


Make what I need to know, what I want to
know
Personal vs. objective – people as brands
What I need
to know
What I want to
know

4. Storytelling forms explode

5. Storytelling methods explode

Premium and long form
Social, listy and buzzy
Highly visual

App-based (data driven)



6. Mobile stories

Snackable moments

7. ‘Native Ads’

Transparency

8. Curation: Endless streams vs.
filters and finality







Personalized
Topical
Recommended
Social
Contextual
Authority/Source
Importance

9. Curation: Endless streams vs.
filters and finality

10. Creating content for an
‘always on’ audience

11. Creating content for an
‘always on’ audience




Create the wave
Surf the wave
Dive under the wave
Get out of the way

12. Creating content for an
‘always on’ audience

13. Creating content for an
‘always on’ audience

14. Measuring content
performance by the piece





Page views
CTR
Likes/Shares
Dwell time
Scroll depth

15. ajmoor@yahoo.com
Flipboard: News in Transition
Twitter: @ajmoor
http://ajmoor.squarespace.com/
THANK YOU