Date post: | 19-Mar-2017 |
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Marketing |
Upload: | g3-communications |
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PowerPoint Presentation
Bypass Boring: B2B Storytelling For A Bite-Sized World
Scott DonatonChief Content Officer, DigitasLBi
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Beyond BoringBtoB has a perception issue:#B2BMX
BB
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INSERT VIDEO GRAB:https://www.youtube.com/watch?v=m6zh5t8Fh94
INSERT VIDEO GRAB: EPIC SPLIThttps://www.youtube.com/watch?v=M7FIvfx5J10
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INSERT VIDEO GRAB:https://www.youtube.com/watch?v=m6zh5t8Fh94
INSERT VIDEO GRAB: EPIC SPLIThttps://www.youtube.com/watch?v=M7FIvfx5J10
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I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.
--Maya Angelou#B2BMX
Many of you may be familiar
The CONVENTIONAL WISDOM
B2B content, because it typically involves complex, technical information that often needs to clear legal or regulatory hurdles, is boring.
The SCARY
Your audience often knows as much or more about a topic than you do.
The SCIENCE (of a story)
The human brain has evolved to make sense of the world through stories: Most b2b ads target the rational brain, but the rational brain justifies decisions the story brain has already made
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CONVENTIONAL WISDOM
B2B content, because it typically involves complex, technical information that often needs to clear legal or regulatory hurdles, is boring.
ALSO SCARYYour audience often knows as much or more about a topic than you do.
THE SCIENCE OF STORY
The human brain has evolved to make sense of the world through stories: Most b2b ads target the rational brain, but the rational brain justifies decisions the story brain has already made
START WITH WHY
The role your brand or product plays in peoples lives
Principles of great storytelling apply
Ideas based on human insights
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HOW TO GET THERE: START WITH WHY
The role your brand or product plays in peoples lives
Other principles of great storytelling apply
Ideas based on human insights
FIVE PRINCIPLES
Strive for simplicity
Engage emotion to engage understanding
Data are humans in disguise
Empathize
Speak English (at least in English-speaking countries)
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Strive for Simplicity
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INNOVATION INSPIRED BY YOU
Engage Emotion to Engage Understanding
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"We really wanted to build more of an emotional connection with our customers."
Don LeBlanc, CMO at Vistaprint#B2BMX
https://www.youtube.com/watch?v=PXPyIv2WLdI
https://www.youtube.com/watch?v=PXPyIv2WLdI
Empathize
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Psychology of Change
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https://www.youtube.com/watch?v=S7zJ1YpxI1E
Born out of the insight that business leaders lack confidence in their decisionmaking. They dont just need tools to succeed, they need the confidence to succeedWhat makes it great isnt the hero video, its the entire content ecosystem behind it: blogs/quiz/guidebooks/podcast
AMEX (CNN Courageous)Psychology of Change: landing pagePsychology of Change: Change Your World videoPsychology of Change: leadership quiz
Data are humans in disguise
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The Music of Business
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https://www.youtube.com/watch?v=bXmRSaJVcJg
ACCENTUREBelow is the link to the live page. Its a nice summary of event. It includes the work, the journey and the partnerships. Theres no case study but you should be able to pull some information.
We think of Accenture as a perfect B2B partner. They are constantly evolving with technology, supply chain and people. The research they do is really what makes the world go round, however, no one really knows it. Being able to take this super dense white-paper and make them more digestible and approachable to share with the world is amazing. With new ways of thinking about B2B these days you do not need to be a rocket scientist to appreciate the value they bring to the market space.
https://www.accenture.com/us-en/symphonologie?gclid=CMaL5dPAztECFZCFswodKDYNFw&c=str_usgstrstratgenfy17psgs&n=Symphonologie_-_US&s_kwcid=AL!5115!3!152474175309!p!!g!!symphonologie&ef_id=WF7KkAAABZ5lEiBa:20170119151809:s
https://www.youtube.com/watch?v=bXmRSaJVcJg
ACCENTUREBelow is the link to the live page. Its a nice summary of event. It includes the work, the journey and the partnerships. Theres no case study but you should be able to pull some information.
We think of Accenture as a perfect B2B partner. They are constantly evolving with technology, supply chain and people. The research they do is really what makes the world go round, however, no one really knows it. Being able to take this super dense white-paper and make them more digestible and approachable to share with the world is amazing. With new ways of thinking about B2B these days you do not need to be a rocket scientist to appreciate the value they bring to the market space.
https://www.accenture.com/us-en/symphonologie?gclid=CMaL5dPAztECFZCFswodKDYNFw&c=str_usgstrstratgenfy17psgs&n=Symphonologie_-_US&s_kwcid=AL!5115!3!152474175309!p!!g!!symphonologie&ef_id=WF7KkAAABZ5lEiBa:20170119151809:s
Speak English
#B2BMX
Breakthrough
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THE REALITYBusiness to business communications are really about humans talking to humans about their passions, which means: stories are still the fastest and best way to connect.
Trailer for GE/Ron Howard project:https://www.youtube.com/watch?v=LaNcIh0q28k
THE REALITYBusiness to business communications are really about humans talking to humans about their passions, which means: stories are still the fastest and best way to connect.
Trailer for GE/Ron Howard project:https://www.youtube.com/watch?v=LaNcIh0q28k
It doesnt have to be expensive to be sexy
Think beyond video
Engage audiences through print, digital, social content, podcasts, cinemagraphs, and more
Transform what youve already made to unlock new value
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The Objective: Transform under-performing, static content in shareable, snackable, engaging formats.
Content re-imagined
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SNACKTORY
Content transformation: It doesnt have to expensive to be sexyIt allows brands to unlock more value from content investments they've already made.Pull info from Snacktory deckShow examples of boring content transformed into more shareable, engaging formats
VR SNACKTORY
To piggy back on this... Digital audiences are constantly evolving. The desire for new content, new platforms and new experiences is maniacally growing. Let me unleash our newest deliverableThe insight of an infographic. The fascination of a cinemagraph. The engagement of a video. It's here. Our VR solution is not just a specialty play, it's meant to reach your audience wherever they most likely consume content.
This was created for Accenture Strategy and was just sold in yesterday. We can do it in a two week turn around for only 35k as an all in cost or we have a lower end version for 10k. Happy to discuss.
BTW this is for internal review only(ACCN VR) Snacktified (turn setting up to 4k for best quality)27
THANK YOU
(HOPE I DIDNT BORE YOU)#B2BMX
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