Date post: | 01-Nov-2014 |
Category: |
Marketing |
Upload: | intead-international-education-advantage-llc |
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HARNESSING THE POWER OF STORYTELLING
TO BUILD BRANDS AND DRIVE ENGAGEMENT
Paul Jensen, President, Corporate Practice Weber Shandwick
2
welcome to the engagement era
2
Expression
Insight
Research
Amplification & Engagement
Storytellers
Stories
Recovery
Rapid Response
Culture of Preparedness
protecting reputation
Outcomes
Outputs
unifying the enterprise brand voice
activating the enterprise brand voice
measuring reputation and business value
STRATEGIC FRAMEWORK FOR BUILDING ENTERPRISE BRANDS
WHY STORYTELLING IS IMPORTANT
SCENE ONE
DON’T TAKE MY WORD FOR IT…
CORPORATE STORYTELLING
Stories that are
designed to engage;
with the ultimate
objective of
influencing behavior
or perceptions
Stories that appeal to
both hearts and minds,
are authentic, insightful
and truthful
Stories should not start and
end with what interests us; it
is about establishing a
connection with our
audiences
THE TECHNIQUES OF GREAT
STORYTELLING….AND GREAT
STORYTELLERS
SCENE TWO
TO BEGIN…
GREAT STORYTELLING…
STARTS WITH AN
ACTION IDEA
THE ACTION IDEA IN ACTION
THE ACTION IDEA IN ACTION
Corporate Social Responsibility
AND IF YOU DON’T TELL A GOOD STORY…
SOMEONE ELSE WILL.
INTRODUCING THE ACTION IDEA
It’s your core story, reduced to a simple few
lines. It has a clear beginning, middle and
end with an ‘action’ - or turning point - that
engages and sets the story in motion.
CORPORATE STORYTELLING DOESN’T
ALWAYS HAVE ALL THE ELEMENTS…
Freytag’s Pyramid
BUT A GOOD STORY ALWAYS HAS…
• A human element
(characters/emotion)
• Action and/or turning point
• And details / specifics!
TENSION & TURNING POINTS
TWO DIFFERENT PATHS
FINDING INNER STRENGTH
AN UNEXPECTED CHALLENGE
TA
KIN
G A
RIS
K
OV
ER
CO
MIN
G A
DV
ER
SIT
Y
COURAGE OF CONVICTION
DAVID VS GOLIATH
RACE AGAINST TIME G
RE
AT E
SC
AP
E
AMAZING TURNAROUND
AN
EP
IPH
AN
Y WINNING AGAINST THE ODDS
BREAKING NEW GROUND
THE MISFIT
METHODOLOGY:
CREATING CORPORATE STORIES
SCENE THREE
AUDIENCE
YOUR
BRAND
ASSETS
ACTION-
IDEA
CONTENT
SYNDIC-
ATION
CONVERS-
ATION
PURPOSE
INSIGHT
what’s your
story
storytelling
campaign
execution
storytelling
campaign
development
TOWARDS A STORYTELLING CAMPAIGN…
DEFINING YOUR PURPOSE B
US
INE
SS
Increase enrollment from
international students
Ensure parents see us as a wise
investment
Have business communities
support us and provide third-party
validation of our positioning
Create engagement among
young adults in Asian markets
Challenge (or reinforce) a
perception about the brand
Generate word-of-mouth buzz
among professional services
firms on the east coast
ST
OR
Y G
OA
L
DEFINING AN (AUDIENCE) INSIGHT
1. A new
understanding of a
problem, person, or
situation
2. Seeing into the
inner character, or
an underlying truth
Communication Insights: Examples EXAMPLES OF INSIGHTS
Public Affairs | December 2013
THEMES TO BUILD STORIES AROUND
Creating
successful
entrepreneurs
Instilling the
importance of
community
service
Meeting the
challenges of a
global
economy
WHAT’S THE STORY…?
TWO DIFFERENT PATHS
FINDING INNER STRENGTH
AN UNEXPECTED CHALLENGE
TA
KIN
G A
RIS
K
OV
ER
CO
MIN
G A
DV
ER
SIT
Y
COURAGE OF CONVICTION
DAVID VS GOLIATH
RACE AGAINST TIME G
RE
AT E
SC
AP
E
AMAZING TURNAROUND
AN
EP
IPH
AN
Y WINNING AGAINST THE ODDS
BREAKING NEW GROUND
THE MISFIT
USING STORYTELLING AS A
CAMPAIGN PLANNING TOOL
SCENE FOUR
AUDIENCE
CLIENT
BRAND
ASSETS
ACTION-
IDEA
CONTENT
SYNDIC-
ATION
CONVERS-
ATION
PURPOSE
INSIGHT
what’s your
story
storytelling
campaign
execution
storytelling
campaign
development
CLOSING SCENE
HARNESSING THE POWER OF STORYTELLING
TO BUILD BRANDS AND DRIVE ENGAGEMENT
Paul Jensen, President, Corporate Practice Weber Shandwick