Date post: | 26-Jun-2015 |
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Technology |
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Brands as Story TellersTom Miale (@tmiale)
Director, Multimedia EngagementMultiVu
... Once upon a time
“ In 1965, 80% percent of acould be reached with thresecond TV spots.Today it requires 117 primeCommercials to produce thsame result ”(Jim Stengel, Former GMO
In the 80’s
you were
exposed to
700 brand
messages a
day
3,000 - 5,000
BRAND MESSAGES
A DAY!
In...
Millennials still LIKE Millennials still LIKE Millennials still LIKE Millennials still LIKE traditional advertisingtraditional advertisingtraditional advertisingtraditional advertising
BUT...BUT...BUT...BUT...They They They They EXPECT EXPECT EXPECT EXPECT brands brands brands brands to be on their social to be on their social to be on their social to be on their social
networksnetworksnetworksnetworks
67% say that a brand’s presence on socialshows that the band cares about theirgeneration
64% have “LIKED” a brand on Facebook
56% think that social media isa great way to find out what’snew with a brand they like
Top Reasons Millennials “Unfollow” a Bra
Stopped liking the brand (14%)
Wanted their social network to be more personal/for friends (12%)
Not enough sales or promotion offers (10%).
The brand sends too many messages (59%)
Millennials clearly use Social Media to help stay informed of what their brands are doing
TTTThhhheeeeyyyy wwwwaaaannnntttt tttthhhheeeeiiiirrrr nnnneeeewwwwssss ffffeeeeeeeedddd ttttoooo bbbbeeeefun and engagingfun and engagingfun and engagingfun and engaging
When you turn on the fire hose of traditional brand messaging in to their news stream, you will
be “unfollowed”
The brand as a storyteller
We are in an era where brands can bypass the press and tell their stories
directly to consumers
Completely Unofficial Self Serving Graph
CREATE CREATE CREATE CREATE COMPELLING AND COMPELLING AND COMPELLING AND COMPELLING AND
RELEVANT RELEVANT RELEVANT RELEVANT CONTENTCONTENTCONTENTCONTENT
“IIIIffff aaaa ssssttttoooorrrryyyy iiiissss nnnnooootttt aaaabbbboooouuuutttt tttthhhheeee hhhheeeeaaaarrrreeeerrrr hhhheeee [[[[oooo
she] will not listen she] will not listen she] will not listen she] will not listen . . . A great lasting
story is about everyone or it will not las
The strange and foreign is not
interesting--only the deeply personal an
familiar.”
― John Steinbeck, East of Eden
USE USE USE USE MULTIMEDIAMULTIMEDIAMULTIMEDIAMULTIMEDIA
... To summarize
• ... And they all lived happily ever after
We are bombarded with brand Messaging all day
Most of us don’t mind as long as the content is interesting
The minute it’s not, we’re likely to unfollow
To stand out from the restof the content, make your message personal
Multimedia is a great story tellingdevice and it’s more likely to be sh