Storytelling 2.0

© COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE 1

STORYTELLING “2.0”

Storytelling in a Changing Media Environment

© COPYRIGHT 2010 WAGGENER EDSTROM WORLDWIDE


STORYTELLING 2.0

Workshop Agenda

Agenda:

Chapter 1: Tell Me a Story

Chapter 2: The Media Landscape is Changing

Chapter 3: Dynamic Story Mining in a Digital World


PART 1: TELL ME A STORY



THE POWER OF STORYTELLING

Why Storytelling?

Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. Tell me a story and it will live in my heart forever.



The Power of Story

Build Credibility

Unleash Emotion

Permission to Explore

Link to familiar theme

Humanize

Vocabulary of Change

Order out of Chaos



The Storytelling Methodology

People. The characters of the story. Protagonist. Antagonist. Supporting characters.

Tension. Tension sets the story in motion. Conflict. Inciting incident.

Actions. The complications, challenges, threats, hurdles which the protagonist has to overcome to achieve resolution to the tension.

Resolution. The change that takes place to resolve the tension and its impact.

Meaning. The story’s purpose. Moral. Aha. The point in the story when the pieces fall together.


STARTING WITH THE AUDIENCE

Rich, Actionable Insights

Demographics are just the starting point…

Is she ready, willing, able to engage in your story?

Can you paint a picture of your customer?

What does it take to get on her agenda?



Rich, Actionable Insights

Go beyond demographics to REALLY understand…

What is her daily life like? Work? Stay at home?

What are her priorities?

What competes with her priorities?

What are her primary pain points?

What does she know about YOU?

What gets her attention? What influencers her?



Laddering Up To Understanding

Hearts. How does she feel about the brand. What does she love (or not)? What does she value? What emotional buttons are pressed?

Minds. How does she think about the brand? How does she assess quality, efficacy? How does make choices? What data points induce her to act?

Momentum. What is her awareness and assessment of your track record? Does she view you as a credible voice and solution?



Tools for Gleaning Insights

Online research. Moments of Influence; Hearts, Minds & Momentum methodologies.

Ethnographies. Video, online diaries. Highly personal. Detailed view into consumer’s life.

Secondary research. Trend forecasting, consumer analysis.

Focus groups. Final vetting.



The Master Narrative



The Master Narrative


PART 2: THE CHANGING MEDIA LANDSCAPE



THE FUTURE OF MEDIA

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Ganne% revenue -‐ 17.6%

The New York Times revenue -‐ 14.4%

McClatchy revenue -‐ 19%

“Old” media = flat, one-‐dimensional

Magazine revenue -‐ 7.8%

Broadcast news raMngs -‐ 34% -‐10% Los Angeles

Times staff layoff

-‐6% Clear Channel staff layoff -‐6% Time Inc.

staff layoff

80% U.S. adults parMcipate in social media

Mainstream media is tapping into social networking sites to build community engagement

Mainstream media are refining mobile sites to appeal to a younger demographic

1500% increase in video uploads by newspapers in 2008

92% of print journalists use the web for arMcle research and 81% find ideas on the web

The future of media = rich, engaging, conversaMonal

New

s Med

ia EvoluMo

n= IntegraM

on, new

form

ats

14% of U.S. adults are on Twi%er 73% of bloggers are on Twi%er Ranks #2 in Search

2.6 billion video searches

Whe

re th

e Aud

iences Are

“Old” media in decline.

Survivors are integraMng old with new

Audiences are migraMng to social media


THE CHANGING MEDIA LANDSCAPE

Influence Paths are Changing

Influence no longer travels a linear path.

Conversation = multiple nodes & ripples.

Traditional journalism + social media are melding.

Brands are media. Influencers are AMPLIFIERS.


16


Audience Expectations are Changing

Audiences expect to PARTICIPATE in the brand.

Relationships are forged through REPEATABLE ENGAGEMENTS over time.

The bar is raised:

VALUE EXCHANGE = the currency of engagement.



Audiences Disseminate and Curate

Each content item is easily sharable.

Making shares, tweets and comments visible contributes to sense of community.

Content is curated based on audience ranking and feedback data.



Defining New Success Metrics for Digital

Engagement.

Resonance.

Velocity.

Influence.

Sentiment.

Eyeballs.




Defining Success Metrics for Digital


PART 3: DYNAMIC STORY MINING IN A DIGITAL WORLD



DYNAMIC STORY MINING IN A DIGITAL WORLD

What Defines a “Content Guerrilla?”



What Makes Content Compelling?

Catchy headlines

Evocative punctuation

Clever, colloquial wording

Rich visuals augment, enhance

Immersive experience



Defining a Voice



Fostering Participation



Triggering User-Generated Content (UGC)


TOOLS FOR CAPTURING SOCIAL CONTENT ON THE FLY

Capturing Photos That Tell Stories

Take lots of photos. More than you think you’ll need.

Credit whenever possible.

Fill the frame.

Fix it afterward.

Capture the mood.



Which Tells the Better Story?


Video & Interviews: Top 5 Tips

Prepare your subject.

Choose the best available environment.

Don’t create extra work for the viewer.

Remember how people consume video

Be creative on the day, but don’t lose the message.



Video & Interviews: Examples

Video Interview montage Behind the scenes video




Live Blogging



Live Blogging: Top 5 Tips

Set the scene. Repeatedly.

Summarize and comment , don’t just repeat.

Credit your sources.

Backstage is interesting too.

Follow up later.

Why Live Tweet?


PROCESSES FOR CAPTURING SOCIAL CONTENT ON THE FLY

Repeatable Systems

Use a content management system.

Envision the outcome.

Don’t overdo it.

Establish repeatable processes.


Editorial Workflow



Repurpose Existing Content

Know what’s available.

It’s not always about the “now.”

Reclaim and rebuild.




The Editorial Brief


Repeatable Processes, Simple Templates



The Elegance of Story Packages




Creating Content Packages: Community Example

Feature story

Related content tags

Diversity of related editorial content – recipes, blogs, video

Strong imagery

Related forum discussions

Multiple engagement activities

Simple, action-oriented, expectation setting


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Creating Content Packages: News Example

Video story – augments text story

Text article

Social media sharable

Photos and captions

Video cross-posted on YouTube


The Beauty of Tags



STORYTELLING 2.0

TAKE-AWAYS

Use narrative story elements to package information in an engaging, memorable format.

Know your audience. Deeply. Demographics are only the starting point.

Sound your voice through engrossing content collections.

Master the tools of the trade to capture any moment.

Embrace consistent practices that free you to be your creative best.

Date post:	22-Jan-2017
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Storytelling 2.0

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