Building Your Narrative

So,
what is
this?
Atmento Labs has developed Feret®, a mobile
communica8ons tool that allows users to effec8vely relay
ideas through various forms. By harnessing the power of
your thoughts, Feret allows you to instantly and easily
convey these messages to your key customers and
audiences, in any language, thereby allowing you to
effec8vely sell your ideas to a broad group of
stakeholders. Feret’s unique, intui8ve design has been
embraced by consumers and Fortune 500 companies
around the world.

Tesla Motors was founded in 2003 by a group of engineers in Silicon Valley who wanted to prove that
electric cars could be beLer than gasoline-­‐powered cars. With instant torque, incredible power, and
zero emissions, Tesla’s products would be cars without compromise. Each new genera8on would be
increasingly affordable, helping the company work towards its mission: to accelerate the world’s
transi8on to sustainable transport.
In today’s world, nearly everything has become easier. It’s 8me inves8ng followed suit. We believe
inves8ng should be simple, smarter, and low-­‐cost. Because when it is, we can go about our lives
knowing that our financial future is safe and secure. That’s why we created Wealthsimple.
Nearly a decade ago we started an online store to sell snowboard equipment directly to those who
loved the sport as much as us.
We could have listed our products on a number of marketplaces, but we wanted to own our brand
and build rela8onships with our customers, along with selling our goods. Such a tool didn’t exist, so
we built it for ourselves. We soon realized a number of other stores were in need of a hassle-­‐free
plaVorm to build their retail business, and Shopify was born.
We focus on making commerce beLer for everyone, so businesses can focus on what they do best:
building and selling their products. Today, merchants use our plaVorm to manage every aspect of
their business — from products to orders to customers, selling online, in retail stores, and on the go.

Storytelling in the Age of
Social News Consumption

Ar8cles
White Papers
Images & Graphics
Video &
Audio Assets
Mobile Assets
Blog Posts
A New Dynamic
Iden8fy a story
Develop press release
Pitch to media outlets
Collect hits
Measure earned media
impressions
Iden8fy a story
Create mul8ple
formats
Amplify through
syndica8on
plaVorms
Pitch to tradi8onal/
hybrid/
online outlets
Amplify on social
media channels
Outreach to bloggers/
influencers/
advocates
THEN
NOW

1. More than 75% of journalists say they feel more pressure
now to consider their story’s poten8al to be shared on social
plaVorms.
2. To make their stories more shareable, journalists are
infusing their stories with five key ingredients: video/images,
brevity, localiza8on, more use of human voice and a
proximity to trending topics.
3. Journalists see five key trends impac8ng their profession this
year: more mobile-­‐friendly content, faster turnaround
8mes, more original video, less newsroom staff and social
media growing in influence.
Study:
Today’s Media
Pressures
h"p://www.edelman.com/insights/intellectual-­‐property/2015-­‐edelman-­‐media-­‐forecast/

Good PR Stories…
– Are about people, not ins8tu8ons
– Establish and resolve a conflict
– Are moving, not sta8c
– A great story => great content
=> engages people => people share great content
PR is built on EARNING the right to have your story featured –
a relatable story around your brand that drives engagement and relevance.

How Do We Build
Your Narrative?
Step 1: Define your audience
Step 2: Understand their media habits
Step 3: Identify why you matter
Step 4: Draw in your audience
Step 5: Put it into context
Step 6: Bring in the brand

Step 1: Define your audience

Gender
Age
Income
Marital Status
Parental Status
Occupa8on
Household Income
Loca8on
Lifestyle
Health
Fear
Excelling at their job
Safety
Growing their business
Values
Family
Keeping their job
Achieving their dreams
Step 1
This is a “consumer.”

Trust in sources for general news and information
58
53
44
63
46
2012 2013 2014 2015 2016
Source:
2016
Edelman
Trust
Barometer
Q178-­‐182.
When
looking
for
general
news
and
informaHon,
how
much
would
you
trust
each
type
of
source
for
general
news
and
informaHon?
Please
use
a
nine-­‐point
scale
where
one
means
that
you
“do
not
trust
it
at
all”
and
nine
means
that
you
“trust
it
a
great
deal.”
(Top
4
Box,
Trust)
General
PopulaHon
and
Millennials,
25-­‐country
global
total.
*From
2012-­‐2015,
“Online
Search
Engines”
were
included
as
a
media
type.
In
2016,
this
was
changed
to
“Search
Engines.”
**From
2012-­‐2015,
“Hybrid
Media”
was
included
as
a
media
type.
In
2016,
this
was
changed
to
“Online-­‐Only
media.”
Millennials
even more trus8ng
of digital media than
general popula8on
Industry 2012 2013 2014 2015 2016
Search engines* 61 58 61 62 63
Traditional media 62 59 61 57 58
Online-only
media** 46 44 47 45 53
Owned media 41 40 43 43 46
Social media 44 41 44 45 44
General
Popula8on
Millennials Gap
66 3
58 0
58 5
51 5
51 7
Step 2: Where is your audience getting its information?

what
Step 3
VS.
why
Step 3:Identify why you matter

Old vs.
New/Young
Time &
Space
Regional
Variances
Na8onal
Variances
Disrup8ve
Tech
Step 3: What are your competing forces?
Your Company
Industry
Impact
Step 3

1. Get in close & personal
– Family
– Home and health
– Community
– Work/workplace
– Humanize it!
2. Connect the dots
– Tie to news/current
event
– Iden8fy a trend
– What can you tell them
that they don’t already
know?
Step 4: Draw in your audience

– Why hasn’t this problem been solved?
– What are the consequences of inac8on?
– What is your unique perspec8ve?
Step 5:
Put it into
context

– Why do you want to help?
– What is your proposed solu8on?
– Why do you believe your solu8on will
work where others have failed?
Step 6:
Bring in
the Brand
…paint a picture of a future that needs you in it.

The pace of business innovation is too fast by
a 2-to-1 margin
Q349-­‐351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today and select the response that
most accurately represents your opinion. (Not Enough, Too Much) Informed Publics, 27-­‐country global total. (2015 Edelman Trust Barometer)
The pace of development and
change in business and industry today is…
28%
TOO FASTJUST RIGHT
19% 51%
TOO SLOW
The
Earned
Brand
|
Edelman
2015
|
h"p://www.edelman.com/insights/intellectual-­‐property/earnedbrand/

But they question your motives
66%
70%
65%
69%
67%
61%
65% 65%
67%
62%
65%
Global
Australia
U.K.
U.S.
Japan
France
Germany
Brazil
China
India
Mexico
Q14. What do you think the role of innova8on is for brands today and in the future? (today)
Percent who say the role of
innova8on for brands today is
“to make more money for the
company”:
The
Earned
Brand
|
Edelman
2015
|
consumers
believe
brands
are
innova0ng
to
make
more
money
for
the
company
in
2
3
h"p://www.edelman.com/insights/intellectual-­‐property/earnedbrand/

People believe that brand
innovation should have big
goals with societal impact
Q14.
What
do
you
think
the
role
of
innovaHon
is
for
brands
today
and
in
the
future?
(in
the
future)
to
improve
society
to
push
our
thinking
as
a
society
to
let
us
be
one
step
ahead
of
other
countries
69% 63% 66%
The
Earned
Brand
|
Edelman
2015
|
agree
that
brand
innova0on
needs
to
impact
society
(one
or
more
of
the
following)
in
9
10
h"p://www.edelman.com/insights/intellectual-­‐property/earnedbrand/

– Inform transparently so you can educate
consumers to help them make a choice
– Operate with purpose to show how you fit
into the bigger picture and are an ac8ve
par8cipant in society
– Make your mark by doing something unique
or differen8a8ng that is worth of aLen8on
– Live with character that is true to your brand
and has a personality that consumers can
buy into
Brand
Behaviours
The
Earned
Brand
|
Edelman
2015
|
h"p://www.edelman.com/insights/intellectual-­‐property/earnedbrand/

– Do you have a third-­‐party spokesperson who can vouch for
you?
– What data/research do you have to support your proposed
solu8on?
– What about anecdotes/tes8monials?
– Visuals (photos, infographics, videos, video illustra8ons)
How about some support?
Step 6

Every Voice Matters
Percent who trust informa8on created by each author on social networking
sites, content sharing sites and online-­‐only informa8on sources, 2015 vs. 2016
General
Popula8on
50%
67
61
53
46
39
46
40
34
30
26
78
65
62
55
49
44
42
37
32
31
My friends
and family
An academic
expert
Companies
that I use
Employees of
a company
A company
CEO
A journalist
A well-known
online
personality
Elected
officials
Celebrities
Companies I
don’t use*
Source:
2016
Edelman
Trust
Barometer
Q598-­‐609.
Thinking
about
the
informaHon
you
consume,
how
much
do
you
trust
the
informaHon
from
each
of
the
following
authors
or
content
creators?
(Top
4
Box,
Trust)
General
PopulaHon,
27-­‐country
global
total,
quesHon
asked
of
half
the
sample.
*
Asked
as
“Brands
I
don’t
use”
in
2015.
+11
+10
2015
2016

Ask yourself:
Does your story start with:
A) People and their problems
B) A brand / product
Is the picture you paint:
A) Specific
B) General
Do you offer:
A) Third-­‐party research and/or
customer tes8monials
B) Pla8tudes and opinion
Does your story place emphasis on:
A) Emo8on
B) Tech specs and data
Do you have informa8on gaps?
A) No
B) Yes
Do you believe the story?
A) Yes
B) No
Step 7: Take a step back

Ask yourself:
Does your story start with:
A) People and their problems
B) A brand / product
Is the picture you paint:
A) Specific
B) General
Do you offer:
A) Third-­‐party research and/or
customer tes8monials
B) Pla8tudes and opinion
Does your story place emphasis on:
A) Emo8on
B) Tech specs and data
Do you have informa8on gaps?
A) No
B) Yes
Do you believe the story?
A) Yes
B) No
Step 7: Take a step back

Recap

1 A great story is built on a human insight or universal
truth your audience cares about – it goes beyond
product news and drives a bigger conversa8on
2 Taps into a current societal or cultural trend
and/or solves a real problem
3 An ownable story or narra8ve told in language
people use (no jargon!!)
4 Connects the consumer emo(onally to the brand
+ resonates
5 Taps into credible + trusted advocates that
already influence your target
6 Creates a moment in 8me or leverages a 8mely hook
7 Comes to life via content with strong visual appeal
(video, infographics, images)
8 Integrate work across all marke8ng disciplines
9 Promotes and protects
10 Is measurable
Must-Haves

Thanks
Jason
Kinnear
Senior
Vice
President/NaHonal
Sector
Lead,
Technology
Edelman
Canada
jason.kinnear@edelman.com