The document discusses discovering and telling your brand story through strategic questions, defining the story, understanding the audience, and dynamic storytelling. It provides tips for an effective story engagement blueprint including paying attention to the competition and owning the moment. Rules for contagious content that spreads include being purposeful, insightful, easy to engage with and entertaining. Metrics for measuring storytelling success include impressions, volume, click-through, engagement, virality, and sentiment.
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Discovering your story landscape and killer questions
1.
2.
3.
4. Discovering you story 1. Your story landscape
KILLER QUESTIONS
1.
What is your strategic business
objective?
2.
Describe your operating
environment?
3.
What is your communication
objective?
4.
Who are you targeting?
5.
What is the competition doing?
6. Discovering your story 4. Understanding your audience
WHO are they?
WHERE are they?
WHAT are they talking about?
What are they SAYING about you?
Who do they LISTEN to?
14. Creative storytelling 2. 7 Rules of contagious content
Rules of contagious
content:
It MUST be
âą purposeful
âą insightful
âą easy to engage with
âą entertaining, rewarding or
informative
It SHOULD
âą leverage themes and trends
âą unify
âą play on emotion
16. 1. Impressions
reach
2. Volume
the number of conversations created/infiltrated
3. Click-through
transmedia transfer efficiency)
4. Engagement
% of total audience/fan base and reach
5. Virality
total aggregate shares & likes
Sentiment PRE
Sentiment POST
Net
REPUTATION
score
Hinweis der Redaktion
Ladies and Gentelman.I am Sebastian Hejnowski, CEO of MSLGROUP in Poland and responsibleinthe company for CEE region. MSLGROUP is a part of Publicis Group and isEuropeâslargerst PR consultancy. I wouldlike to speak to youtodayabouttheart of storytelling. Somethingthathasbeenadvertisingdomain for years and itisdefinitelytakenover by PR companies. Thereis a simplereason for this. PR putsthings as theyare. Consumer expectrealsubstance to be behindeverybrand. People want to believeinthegoal of thebrand, they want faithinyoursuccess and your story.
To understandaudience PR companiesuse and delvelopesophicticatedtools. Theeasiest part issocial media monitoring, but itgoesdeeperintodetermingwhattheconversationsareabout, whoiskeytheinfluencer, wheretheconversationiscarried. We usefull set of technology companies and increasingly we cooperatecloselywithresearchinstitutes. We alsoneed to investinourowncapabilities as a consultancybecausetheamount of data deliveredneed to be analyzed and broughtintoactionablefindings.
Representing print, broadcast and social media
Clients should be ready to react to topical items that are relevant to them. Usain Bolt ishere because he is a master at using moments in the spot light to build his brand.
The rise of transmedia storytelling can be attributed to three dynamics around how people create, consume and share stories today. First, people are consuming news and entertainment in byte-sized pieces, on smart phones and tablets, often on-the-go, leading to new opportunities to create cross-platform, location-aware storyworlds. Second, people have access to so much content that they are filtering most of it, except for content they are most passionate about. Third, people are simultaneously acting as consumers, curators and creators of content, making it possible to create non-linear storyworlds that grow through their participation.We understand that content now needs to work across different media types and different social platforms.
In order for themessage to becomesharedthecontentneeds to be contagiousItis a lot to askfrom one campaign
As we deploystorytellinapproach we arebecomingmore and morerelevant partner not only to themarketers but also to theboards of companies. Therefore we need to provide a clear ROI indicators. We start with a natural one, whichisreach of a messagecounted by impressions. We go furtherwithnumber of conversationscreated and click-throughratio. We count engagement and finaly we countvirality. Thelast element isaddingallshares and likes to show ushowpassionateourconsumersareaboutthebrand and the story itcarries