Post on 13-May-2015
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Story in the Age of Mass Content
ConsumerismWhy Storytelling Matters
My Story
Husband, dad, sports nut, PR guy,
entrepreneur
We’re about BIG ideas and
innovation.
We LOVE our work.
We create stories, influence and awareness for
companies and ideas that are changing the
world.
Content is everywhere
Content is everywhere
Content is Everywhere
But it’s getting overwhelming
Why?
• Anyone can publish• Distribution has become a science,
filled with pipes, tools, analytics and insights
• Social media has turned everyone into a distributor
• The impact is a world of massive content production, disruption and consumption
Numbers• Twitter registers 50M Tweets per
day• 30B photos uploaded to Facebook
every year• 12.2B videos viewed per month on
YouTube in U.S.• There are more than 3.5B pieces of
content (web links, news stories, blog posts, etc.) shared each week on Facebook
But Volume ≠ Quality
Social is a Huge Filter
Filters Give Us:
• Meaning• Engagement• Interest• Inspiration
Cool Beans
All the tools and science are there for
publishing, distributing, analyzing and socializing. They exist. They work. Use
them!
The harder questions to answer are:
Do you have an original idea?
Do you have a story that will make people care?
A Good Story
• Informs/teaches• Entertains• Has interesting characters we care
about• Is credible and authentic• Is sustainable, not just a blip on the
screen
3 Stories
A Good Story
• Product discovery focused on high-end luxury beauty products
• One part media company, one part e-commerce, one part subscription one part social network
• Founded by two female entrepreneurs from Harvard
• Crushing it and reinventing several businesses
• Their entire business is centered around storytelling, being authentic, capturing attention and keeping their audience engaged long term
A Good Story
• ServiceMax makes software for managers of fleets and field service agents
• Audience is very niche but thirsty for insights, new technologies
• Industry press dying• We’re building an independent media
property aimed at this audience.
• Content platform– Original blog content - 70+ posts,
Q&As– Aggregated content from custom
news feeds– Sponsored content (ServiceMax
blog)– Industry whitepapers from content
partners– Twitter/FB integration, mobile
browser & app
• Since Jan 1, 2011– 5,000 PVs– 2,199 visitors– #2 Google rank for "field service
news”– Small numbers but high quality
and translating into very high CPM audience
• What’s Next?– ServiceMax blog on SmartVan– Newsletter (to build a targeted list
which the client owns)– Contests - Pimp Your Van, Van Rally– News section (with custom feeds
organized by topic)
A Good Story
• Quidsi: fastest growing e-commerce company in the world (parent of Diapers.com brand)
• Began working with them in December 2010
• They wanted to get mainstream visibility and prime the pump for the launch of Soap.com
• We created a video about “robots” to support a PR push in advance of the Soap.com launch
• Goal was 10K views. We’re now at 47K views
Think Legendary!
Four Things
1. The content economy is wonderful. Drink it up, take it on and embrace it as the future of business.
2. Publishing, distribution, social and analytics tools make it easy to produce in volume.
3. It’s up to you to produce great stories!
4. Thank you for your time!