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.

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4. Thanks to..

5. Grace Clapham,
Change Entrepreneur,
Connector and Eco-System
Builder. Connecting the dots.
Lizi Hamer,
Creative Entrepreneur in
residence at Arcade.
Meera Navaratnam,
PR Human at Grayling Asia.
Wonderful thinker, brilliant
mind.

6. Amy Lavalette
The Art of Storytelling
Q&A
Hello
SheSays Singapore Networking

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

9. The Art Of
Storytelling

10. ‘The cat sat on the mat’*
*John le Carré

11. ‘The cat sat on
the dog’s mat’*
*John le Carré again. He knows his stuff.

12. If all you have is a
hammer, everything
looks like a nail*
* Maslow’s Law

13. * Storytelling
If you tell me a fact, I’ll learn.
If you tell me a truth, I’ll believe.
But tell me a story and it’ll live
in my heart forever.*

14. Demystifying Stories
1. Classic Narrative Structure
2. Narration
3. Simple Tools

15. 1. Basic Narrative
Structure

16. Thought 1:
Familiarity breeds
contentment*
*Because who likes change, really?

17. Think of your favourite story...

18. 1994 2004
Friends

19. 2. Narration

20. Thought 2:
Plot vs. Story*
*Stories are jigsaw puzzles. Jigsaw pieces are parts of the plot. Narration is the assemble.

21. Think of a murder mystery

22. Thought 3:
Make your audience
work*
*Because it’s more fun for them when you do

23. 3. Simple Tools*
*To engage and retain our audiences’ attention

24. Tool 1: Surprise & Suspense

28. Tool 2: MacGuffin
*A plot device to drive the story

29. Dove Haiku

31. Why is 30”, 30”?*
*Hard economics not human behaviour

32. Thought 4:
How long is a piece of
content?*
*Longer, deeper, greater

33. Dear 16 Year Old Me

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

38. In Summary...

39. Key Storytelling Thoughts
1. Familiarity breeds contentment
2. Let your audience do the work
3. Trick & tease through tools
4. Deep emotional engagement

40. Thank you!

41. Your Q’s. Amy’s A’s.
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42. 29 February
SXSW 2015 Preview
Updates
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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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