This session was an introduction into the art and science behind storytelling, covering a range of simple story mechanics to tricks of the trade. Exemplified via a live action demonstration of different techniques to fabricate different emotions, in particular surprise and in contrast suspense, to help our audience become self-conscious storytellers.
Lions New Portal from Narsimha Raju Dichpally 320D.pptx
The Art of Storytelling
1.
2. The only global creative network for women.
SheSays works to help women further their careers in creative
industries through events, conferences, meetups & mentoring.
> Singapore chapter <
7. Amy Lavalette
VP Asia, Evidently
With 10 years industry experience, Amy has been lucky enough to
have worked on some of the world’s biggest brands such as Dove,
Nokia, Coca-Cola and Diageo.
She made the switch into content storytelling based on the
realisation that she was watching more YouTube videos than TV
shows.
Recognising the significance of ‘content is king’and the power
switch to real-time consumer advocacy, Amy joined Evidently who
put behaviour change and value exchange at the heart of all
content creation.
In between running the Evidently Singapore office, she helps
clients (and audiences) unlock brand relevance via storytelling.
8. The creative content agency
Our strategy is storytelling
We produce the engaging
content your brand deserves*
*deserves, in a good way
35. * One of over 7,000 YouTube comments
The first time someone tried to show me this, I was thinking “Oh
God! It’s 5 mins. long...I’m busy, don’t they know how busy I am?!”
But then I realized how powerful the message was, and how well
put together it was! And then, I did check my skin...and then I
went to the doctor...and then I had the mole excised (removed)
and biopsied, and then they diagnosed...and guess what, I have
melanoma... so glad someone forced “busy me!” to stop for 5
minutes and save my life!!!
leahsk2003*
36. Dear 16-year-old Me Engagement
1m
2m
3m
4m
5m
0’00” 1’00” 2’00” 3’00” 4’00”
6m
7m
Duration of film
Numberofviewers
Number of
people watching
Engagement Value
5.4 million watched beyond 30’
2.3 million watched the entire message
37. 4 Part Structure
0 Engage “Whisky? Tastes even worse on the way up”
0.24 Inform “This is where they took the cancer out”
3.32 Empower “It takes 10 minutes”
4:07 Advocate Tweet, share this on facebook
39. Key Storytelling Thoughts
1. Familiarity breeds contentment
2. Let your audience do the work
3. Trick & tease through tools
4. Deep emotional engagement
43. Networking tip #307
Think about the thing you really want to do. Or something you are
proud of. And tonight tell people about it. We remember people by
creating a memory of them, let the one about you be amazing.
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