A short presentation on the power of creative storytelling to create belief in and engagement with brands, online and offline.

4. Story

8. Discovering your story
LANDSCAPE
Defining Your PURPOSE
Discovering Your STORY
Understanding Your AUDIENCE
Your Story

9. Discovering you story 1. Your story landscape
KILLER QUESTIONS
1.
What is your strategic business
objective?
2.
Describe your operating
environment?
3.
What is your communication
objective?
4.
Who are you targeting?
5.
What is the competition doing?

10. Discovering your story 2. Defining your purpose
Defining your
Defining
PURPOSE
THE STORY you need to TELL

11. Discovering your story 2. Defining your purpose
Introducing
PurPle

12. Discovering your story 3. Your story
THE STORY
YOU need to TELL
Defining

13. Discovering your story 3. Your story
AMBITIONS
To be (much) MORE than an ANTI VIRUS
AVG had
business

14. Discovering your story 3. Your story
Story: “The Guardian Angel”
“Bringing peace of mind to
our connected world”
THE WHY?

15. Discovering your story 3. Your story
Story: “The Guardian Angel”
„We protect us‟ is the defining philosophy of
AVG. By collaborating with their users AVG is
able to design products and services that
anticipate their users needs to freely explore
and develop in their increasingly complex
connected world, unbounded by fear or
hindered by technological complexity
THE HOW?

16. Discovering your story 3. Your story
Story: “The Guardian Angel”
AVG offers a secure ecosystem of
products that are best-in-class and
ensure absolute security
THE WHAT?

17. Discovering your story 3. Your story
FAITH
From a commodity tech SUPPLIER to a lifestyle
PARTNER in our digital lives
AVG‟s path to
“Cyber bullies: How one British
child in five falls victim to
aggressive behaviour online”
“Android users need to be even
more careful with their phones
than they are with their PC‟s”

18. Discovering your story 3. Your story
BRAND
AWARENESS
… this drove
Which in turn was reinforced
by recommendation – ultimately
INCREASING
downloads and
REVENUE…

19. Discovering your story 4. Understanding your audience
WHO are they?
WHERE are they?
WHAT are they talking about?
What are they SAYING about you?
Who do they LISTEN to?

20. Discovering your story 4. Understanding your audience
ONLINE INSIGHT

21. PEOPLE‟S LAB: direct ideation & co-creation

22. Discovering your story 4. Understanding your audience
2.6 million conversations +
50 women, 5 cities

23. Discovering your story
Purpose
Story
Influencers
Messages

26. Dynamic storytelling
Think like a
PUBLISHER
PLAN
IMPROVISE
RESPOND

27. Dynamic storytelling 1. Plan
editorial council

28. Identify
Dynamic storytelling 1. Plan
1. Identify conversation ‘themes’
2. Editorial council explodes the story across
themes
Research
3. Establish key word set
4. Search external
Platforms
Influencers
Search engines
4. Search internal
Existing
Owned media
Plan
5. Back to the Editorial Council
„LEAD, PLAY, PARTNER, AVOID‟
3:12 STORY ENGAGEMENT BLUEPRINT

29. Dynamic storytelling 1. Plan
The Story Engagement Blueprint
Across paid, owned and earned media

30. Dynamic storytelling 2. Improvise
IMPROVISE own the moment

31. Reactive Content: Amstel Bier „Boston Bruin Bar Tab‟

32. Dynamic storytelling 3. Respond
TIER
TIER
TIER
3
GENERAL RESPONSES
General comments or questions related to
COMPANY that are positive in nature.
The community manager is encouraged to
freely respond to comments.
2
TIME-SENSITIVE
RESPONSE/ACTION
1
CRISIS & ISSUES
Comments that require specific
information or management guidance.
Time-sensitive comments with negative
undertones. The community manager is
allowed to respond to comments after
confirming management or guidance from MSL.

33. Dynamic storytelling
3:12
Story
Engagement
Blueprint

36. Creative storytelling
TRANSMEDIA CREATIVE
7 rules of
CONTAGIOUS CONTENT

37. Creative storytelling 1. Transmedia creative
PAID
EARNED
OWNED

38. Creative storytelling 2. 7 Rules of contagious content
Rules of contagious
content:
It MUST be
• purposeful
• insightful
• easy to engage with
• entertaining, rewarding or
informative
It SHOULD
• leverage themes and trends
• unify
• play on emotion

39. Contagious Content: Oreos „Seasonal Celebrations‟

40. Contagious Content: P&G „Proud Sponsors of Mums‟

41. Contagious Content: Burberry „Art of Trench‟

42. Contagious Content: Evian „Roller Babies‟

43. Creative storytelling
Content
SHARED
and
RESHARED

45. 1. Impressions
reach
2. Volume
the number of conversations created/infiltrated
3. Click-through
transmedia transfer efficiency)
4. Engagement
% of total audience/fan base and reach
5. Virality
total aggregate shares & likes
Sentiment PRE
Sentiment POST
Net
REPUTATION
score