Storytelling as a crucial technology
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In today’s data driven and analytical world, it’s possible to overlook that 'reason leads to conclusion, but it’s emotion that leads to action'. Since the origin of communication, storytelling has been a powerful tool that is used to convey information and share knowledge. In every key area of engagement today, storytelling will be a key ingredient for success.
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Storytelling as a crucial technology
- 1. Storytelling as a crucial technology
- 2. I’m may I’m a strategic planner in an ad agency I love creativity + innovation You can find me at @may_hanna Hello!
- 3. Stories What they do Why they matter How to use them
- 4. What they do Stories How to use them Why they matter
- 5. storytelling
- 6. Some Fiction about storytelling trivial Childish not important for entertainment A ‘nice-to-have’ distorts the truth About using exaggeration because there’s no substance
- 7. Business reality is not fairy tale
- 8. “ Every 2 days we create as much information as we did from the dawn of civilization up to 2003. Eric Schmidt, Executive Chairman of Alphabet Inc. (Google)
- 9. We’re buried in numbers Interest over time storytelling Big data Source: Google Trends April 2016
- 10. “ 5,000 the average number of brand exposures to consumers every day Source: Razorfish
- 11. “ Marketing has changed more in the last 2 years than in the past 50 years Source: Adobe Digital Distress Survey, 2013
- 12. Customer engagement & experience will be marketing’s responsibility Source: Economist Intelligence Unit, “The rise of the marketer: Driving engagement, experience and revenue” 2015
- 13. “ by 2017, CMOs will spend more on IT than their counterpart CIOs Laura McLellan Source: Gartner
- 14. Marketing is perceived as a cost center and a revenue driver Source: Economist Intelligence Unit, “The rise of the marketer: Driving engagement, experience and revenue” Agree 68%
- 15. marketing & engagement context complex costlycluttered
- 16. tech·nol·o·gy /tekˈnäləjē/ noun the application of scientific knowledge for practical purposes
- 17. storytelling is art + science
- 18. marketing & engagement context complex costlycluttered
- 19. technology for today’s context simple effectivememorable
- 20. “ “For over 27,000 years, since the first cave paintings were discovered, telling stories has been one of our most fundamental communication methods.” Leo Widrich, co-founder of Buffer
- 21. We think in narratives “personal stories and gossip make up 65% of our conversations.” Jeremy Hsu
- 22. What they do Stories How to use them Why they matter
- 23. A story can put your whole brain to work
- 24. Cortisol encourages people to pay attention to the story The Neuroscience & Psychology of Storytelling Oxytocin promotes connection and care and encourages people to feel empathy, and become more generous Source: Dr. Paul Zak, Director of the Center for Neuroeconomics Studies at Claremont University
- 25. Emotion leads to action
- 26. Which bear are you more afraid of?
- 27. kills 22 people a yearkills less than a person a year
- 28. Stories are memorable and effective
- 29. Jennifer Aaker Stanford Graduate Business School Source: Persuasion and the Power of Storytelling 2013, ”Persuasion and the power of Story” Stories are memorable in a way that statistics aren’t Play 01:38 to 02:02 http://bit.ly/persuasionpowerofstory
- 30. Ben Pridmore, 3x world memory champion
- 32. “ “It’s not possible to prove analytically that a new idea is a good one in advance. If an idea is new, there’s no data about how it will interact with the world.” Roger Martin, Institute Director, Martin Property Institute The future is not easy to measure
- 33. Robert Wong Google Creative Lab Source: The Future of Storytelling 2013, “The fiction of Science” Did data inspire the invention of the mobile phone? Play 02:44 to 03:10 http://bit.ly/fictionofthescience
- 34. Why they matter Stories How to use them What they do
- 35. 5 things to think about for your story to succeed
- 37. ◉ British ◉ Born in 1948 ◉ Wealthy ◉ Has multiple homes ◉ Married twice ◉ Famous wife ◉ Famous children ◉ Loves Horses
- 39. “There’s a mountain of data that we have at our disposal” Todd Yellin, Netflix’s VP of product innovation Geography, Age, and Gender? We put that in the garbage heap.
- 40. Frank Underwood Persuasive anti-hero Source: Netflix, House of Cards 2016, Chapter 42 Password: storytelling2016 http://bit.ly/frankchapter42
- 41. Identify the emotions that drive the experience 2
- 44. John Lewis Gift Giving + impatience John Lewis “The Long Wait” http://bit.ly/thelongwait
- 45. Find your core 3
- 46. Cadbury Finding joy in everything Cadbury “The Joy of Puddles” http://bit.ly/joyofpuddles
- 51. Simplify 5
- 52. iPod Launch
- 53. iPhone Camera
- 54. Stories What they do Actionable, memorable, inspire a future Why they matter Stand out in a cluttered, complex and costly environment How to use them Audience Emotion Authentic Core Simple
- 55. In the age of information, emotion will reign
- 56. Thanks!
- 57. Sources and Further Reading The Irresistible Power of Storytelling as Strategic Business Tool Harrison Monarth, Harvard Business Review, March 2014 http://bit.ly/HBRstorytelling The Science of Storytelling: What listening to a story does to our brains Leo Widrich, Buffersocial 2012 http://bit.ly/storysciencebrain The Psychology of Storytelling and Empathy, Animated PSYBlog, January 2014 Article: http://bit.ly/PSYstorytelling Animation: http://bit.ly/PaulZakAnimated Persuasion and the Power of Story Jennifer Aaker, Stanford Future of StoryTelling, 2013 http://bit.ly/persuasionpowerofstory The Fiction of the Science Robert Wong, Google Creative Lab Future of Storytelling, 2013 http://bit.ly/fictionofthescience Digital Distress: What keeps Marketers up at night? Adobe Systems Incorporated, 2013 http://bit.ly/digitaldistresssurvey http://bit.ly/mrkchange The Rise of the Marketer The Economist Intelligence unit, 2015 http://bit.ly/riseofthemarketer By 2017 the CMO will Spend More on IT Than the CIO Gartner Webinars http://bit.ly/CMO-IT-CIO Netflix’s Grand, Daring, Maybe Crazy Plan to Conquer the World Brian Barret, Wired March 2016 http://bit.ly/datagarbage Stuffed Giraffe Shows What Customer Service Is All About Chris Hurn, The Huffington Post 2012 http://bit.ly/joshiethegiraffe Presentation Template by http://www.slidescarnival.com
- 58. More about may Observes human behavior. Committed to a mental institution cleverly disguised as an advertising agency. Loves Coffee. When she’s not referring to herself in the 3rd person, May reads, takes random photographs, collects vintage ads & film cameras, folds paper into origami objects, strums the guitar, and sails. https://about.me/mayhanna
Notes de l'éditeur
- I’m may I’m strategic planner in an advertising agency I love creativity and corporate innovation I’m good at helping people see a different perspective And I’m here today to inspire you to think about emotion and stories
- I’m going to talk about why stories matter, what they do, and how we can use them
- When the word storytelling is brought up, people outside the communications industry conjure up different images
- There are a few misconceptions Some argue that they’re trivial, or are needed to distort the truth, or they’re just great for entertainment Who has time for entertainment in today’s business environment right?
- We know that today’s business reality is no fairy tale
- There’s a lot of noise
- Interest in big data has exponentially increased
- meanwhile it’s becoming harder to cut through the clutter. You see 5,000 brand exposures a day!
- Marketers feel that the industry’s changed more in the last 2 years than in the last 50
- And it will continue to change in the next five. Customer engagement and experience will be marketing’s responsibility
- Next year, Gartner has predicted that Marketing departments are going to spend more on IT than IT departments
- And although it can be a revenue driver, there’s still a perception that marketing is a cost center.
- Today’s environment is complex, cluttered and costly
- It could use a technology that can help make marketing more practical
- I’d argue that Storytelling is that perfect technology. Although many think it’s art, there’s a lot of science behind storytelling
- It can help in this chaotic mess we’re in
- To deliver communication that is simple, memorable and effective
- Storytelling is not new, It’s a fundamental communication method we’ve been using for thousands of years
- Our brains are wired for it, it’s how we think
- fMRIs show that more regions in our brain light up than when just listening to facts and statistics
- Dr. Paul Zak, Director of the Center for Neuroeconomics Studies at Claremont University
- Stories are memorable in a way that statistics aren't
- In front of him are 36 shuffled decks of cards that he’s about to memorize in an hour. He has the same mental ability as you and me How does he do it? He creates a mental story Source: Wikipedia
- The future is not easy to measure “It’s not possible to prove analytically that a new idea is a good one in advance. If an idea is new, there’s no data about how it will interact with the world.” Roger Martin, Institute Director, Martin Property Institute Source: IDEO
- Look at how widely used mobile phones are today. Do you think it was data that inspired their invention?
- To understand an audience we need to go past demographics
- Netflix knows this.
- Frank is on a visit talking about racial unity The next day, a picture of his father, posing with the Ku Klux Klan is exposed He uses a story to connect and build empathy with an angry audience based on values they can relate to
- A beloved stuffed giraffe “Joshie” gets left behind following a family vacation at the Ritz Carton. A couple of days go by, & they received a package from the hotel. It was Joshie, along with some Ritz-Carlton-branded "goodies" (a frisbee, football, etc.). Also included in the package was a binder that meticulously documented his extended stay at the Ritz.
- It showed Joshie wearing shades by the pool Joshie getting a massage at the spa... Joshie making friends with other critters... (Stuffed and real)... And Joshie driving a golf cart on the beach Joshie was even and was allowed to help by taking a shift in front of the security monitors. All this from a stuffed giraffe who got lost on vacation
- Results: Perceived as “better quality products” Penetration frequency and average spend per visit increased Grew the business out of a sales decline, and outperformed their competitors Econometrics showed that the effort contributed to 14% increase n their sales Source: WARC, “Making the Nation Cry and Buy”
- Every brand needs a reason for being, a purpose, a “why”
- Is a German company investing in wind energy
- Many people think that this footage isn’t real, but it was an actual test 83 Million+ Views and counting Grand Prix, Creative Effectiveness Lions 2015
- Volvo Live Test Series You have to be pretty sure of your product before you hand your president on a hook
- It’s not about dumbing it down, it’s about getting to the core
- No talk of music compression, or storage space
- No talk of camera specs, color or clarity. Crowdsoruced campaign
- One parting thought. Emotion will reign in the age of information Because a story can go where quantitative analysis & data can’t: our hearts And that’s what ultimately inspires action