Post on 09-May-2015
description
transcript
Stories that scale
Content Marketing Show - 20.11.12 @amayfield @brilliantnoisebrilliantnoise.com
Spoiler alert...
BIG DATA +
BIG STORIES
It is aboutScaling your ability to tell stories....
It is aboutYour ability to listen to customer stories
What scale is not...
Automated
Dehumanised
Numbers-led
Blockbusters
It is abouthaving one-to-one conversations that can scale
Maybe your data isn’t big enough.
US elections 2012
“It was the quants what won it.”
"...they used their databases to tell stories. Or, more to the point, their databases and models were used so that Americans could tell stories to each other."
Felix Salmon http://goo.gl/GxfMp
“Joined-up data that enables you to understand which stories to tell to who, and how and when they should be told. That's the future of marketing, right there.”
Neil Perkin http://goo.gl/B6Mah
Stories that scale
Having creative / editorial and data analysts on the same team.
NUMBERS+
STORIES
BIG DATA +
CONTENT +
CUSTOMER EXPERIENCE
Model first published Harvard Business Review
Customer decision journey
Bond
Advocate
Enjoy
Buy
Evaluate
Mckinsey & Co’s Consumer Decision Journey Model
Consider
Customer Centric Planning
Search Engine
Brand website
Price Comparison
Social Media
1 3
64
52
7 8
9 10
Consider Evaluate Buy Bond Advocate
Forrester’s Content Ecosystem
Storystream
BIG DATA +
CONTENT +
CUSTOMER EXPERIENCE
BIG DATA +
BIG STORIES
Download the paper at
htt://brilliantnoise.com/nokiapaper
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