This document discusses the effectiveness of storytelling for marketing and provides guidance on developing stories. It notes that storytelling is universally practiced because it is how we understand things. Stories form relationships by sharing experiences. Effective stories create an experience by bringing the audience from one place to another. The document outlines approaches for linear stories, which bring the audience from a beginning to an end using techniques like narrative arcs and strong "next actions," and associative stories, which allow a more immersive experience through thematic organization and open navigation. It provides tips for getting started with storytelling and examples of existing linear and associative stories.

1. 16 July 2014
Building Relationships through
Interactive Storytelling

2. Kalev Peekna
Managing Director, Strategy
kpeekna@onenorth.com
Jessica DeJong
Art Director
jdejong@onenorth.com
Welcome!

3. Storytelling is HOT

8. Why is storytelling so effective
for marketers?

9. Why is storytelling so effective?
• “Stories help you remember things and [are] how we are
reminded.”
• “Stories connect people to brands emotionally,
psychologically”
• “Stories work because we find them interesting”
• “Everybody loves a good story”

10. SOME SIMPLE
OBSERVATIONS

11. Some simple observations
• Storytelling is universally pervasive. There are no
cultures without it.
• Storytelling is not taught. We are born knowing how to
do it.
• Storytelling is fundamental to how we know and
understand things.

12. Why did we evolve into
storytellers?

13. Why did we evolve into storytellers?
Steven Pinker, The Language
Instinct
Brian Boyd, On the Origin of
Stories
Gossip Play

14. Gossip Play

15. Wait… WHAT?
Gossip
Play
History
Fiction
Humor
Shared
Experience
Relationships
It’s our ability to form complex, enduring
relationships across familial, national, geographic,
and even linguistic boundaries that explains our
unprecedented evolutionary success.

16. Let’s try this again
Why is storytelling such an effective marketing tool?
• Stories share an experience
• Shared experiences form and build relationships
• Relationships drive success

17. It all goes back to relationships

18. Telling the Story

19. Magical rules to telling a good story
Actually, there are no rules. But there are some things to
keep in mind:
• Context is critical
• Authenticity matters
• Ads are not stories
• Stories create experience by bringing people from one
place to another
• Digital media allow self-guidance

20. Two common digital approaches
Linear Associative

21. Linear Stories

22. Linear Stories
Interest
Context
Proposition
Proof
Resolution
Linear stories bring your audiences from a
defined beginning to an end.
As in classical narratives, linear stories require
capturing early interest, and building
engagement to drive people to an eventual
resolution.
Whereas classical narratives use conflict to
build engagement, professional storytellers can
use questions or propositions, especially if
they are unexpected.

27. Techniques at play in narrative stories
Narrative Arc Scroll Interaction
Strong “Next
Actions”
Linear
Navigation
Full-width Panels
Microinteractions
to Encourage
Mixed Content
Types
“Snackable”
Content Lengths

28. Associative Stories

29. Associative Stories
Immersive
Experience
Theme
Topic
IdeaTheme
Question
Associative stories arrange content in
an inter-related network. The best
associative stories allow people to
move from piece to another along their
own path. Often, they lack a defined
beginning or end. The real goal is the
experience.
Associative stories are hard work for
print readers (to wit, Ulysses). But they
can be highly approachable and
compelling in an interactive format.

33. Techniques at play in associative stories
Thematic
Organization
Immersive
Imagery &
Video
Audio
Limited
Content
Weight
Strong
Transitions
Visual Depth
Guided
Navigation
Open
Navigation

34. Bringing it home

35. Getting started
1. Find the right story to tell
2. Don’t start with thinking about what you want to “say.”
Think instead about the experience you want to share.
3. Start small. Storytelling is about turning a little content
into a big experience.

36. What stories do we have to tell?

37. Options to Consider
Options for professional marketers include:
• Culture or history
• Client commitment
• Approach to work
• Diversity and CSR
• Career engagement
• Marquee case studies
Storytelling allows
marketers to rescue the
kinds of enduring,
abstract, or thoughtful
themes that are critical to
the brand, but which often
get lost in the flood of a
robust content-marketing
strategy.

38. Questions?

39. Appendix of Examples
Linear
•http://www.nytimes.com/newsgraphics/2013/10/27/south-
china-sea/
•http://aquatilis.tv/
•http://thestory.barbour.com/
•http://www.ge.com/stories
Associative
•http://getgoingtoday.org/
•http://intothearctic.gp/en/
•http://www.world-of-swiss.com/en