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Storytelling Session

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helping create 
brands for the future 
All content copyright
STORYTELLING IN AN ALWAYS-ON, 
MOBILE WORLD 
What are the changes we notice? 
Is quick and dirty trumping quality reportag...
Nothing captures the current scenario better, 
on so many counts.

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Storytelling Session

  1. 1. helping create brands for the future All content copyright
  2. 2. STORYTELLING IN AN ALWAYS-ON, MOBILE WORLD What are the changes we notice? Is quick and dirty trumping quality reportage? Are there new, interesting ways of telling a story? Are there examples of old brands reinvigorating themselves with storytelling?
  3. 3. Nothing captures the current scenario better, on so many counts.
  4. 4. OUR WORLD HAS INDEED CHANGED From sharing information to intermediaries To producing final content
  5. 5. AND From passive consumption To sparking conversations and sharing
  6. 6. IS IT AN ACE? OR A RALLY? If neither, then why create it? Organic conversations have given way to ‘Content that drives conversations’
  7. 7. CONTENT SHARING Through informal sources Trust network has changed
  8. 8. SO HAS MEDIA Understanding channel behavior is critical. Facebook is not = Twitter, which is not = Whatsapp, which is not = a blog, which is not = forum, which is not = YouTube.
  9. 9. THE HUMAN WEB From SEO Human Emotion (Buzzfeed – social URL) Instructional Emotional Wordplay Tabloid
  10. 10. SELLING WITHOUT HAVING TO SELL Stories capture your imagination Stories get passed on You become the story
  11. 11. HENCE I need more people to do what I once did alone earlier. I need to do this MUCH faster. At a lower cost.
  12. 12. AND ‘I’ NEED NEW SKILLS TO STAY RELEVANT Copy Design Media Buying Tech
  13. 13. REALTIME Trend mapping and conversation tracking/ response. Content.
  14. 14. 14 IN STORE MOBILE OFFERS OPEN, REAL-TIME, CRISIS Source: Altimeter PLANNED Location Based Brand event Predictive Analytics Anticipated Event PROACTIVE Customer Interaction UNPLANNED Breaking News REACTIVE REAL. REAL TIME MARKETING TRENDING TOPICS PRODUCT LAUNCH 3RD PARTY REMARKETING/ MOBILE DATA/ SOCIAL CRM
  15. 15. TECH AND PEOPLE Morning dashboards Real-time trends Editorial meetings
  16. 16. ACT LIKE A PUBLISHER
  17. 17. ANDREW STANTON: THE CLUES TO A GREAT STORY Toy Story, WALL-E, “Make me Care”
  18. 18. Clues to a great story It starts by knowing where you want the story to go
  19. 19. Clues to a great story It starts by knowing where you want the story to go Start with a promise A well told promise
  20. 20. Clues to a great story It starts by knowing where you want the story to go Start with a promise A well told promise The audience want to work for their meal They just don’t know it Got to hide the fact that you are making them work for their meal
  21. 21. STRIPTEASE It’s the well organized absence of information that draws us in
  22. 22. Clues to a great story It starts by knowing where you want the story to go Start with a promise A well told promise The audience want to work for their meal They just don’t know it Got to hide the fact that you are making them work for their meal The unifying theory of 2+2 Don’t give them 4
  23. 23. Clues to a great story It starts by knowing where you want the story to go Start with a promise A well told promise The audience want to work for their meal They just don’t know it Got to hide the fact that you are making them work for their meal The unifying theory of 2+2 Don’t give them 4 What’s your itch? What drives your brand’s story
  24. 24. Clues to a great story It starts by knowing where you want the story to go Start with a promise A well told promise The audience want to work for their meal They just don’t know it Got to hide the fact that you are making them work for their meal The unifying theory of 2+2 Don’t give them 4 What’s your itch? What drives you? Change is fundamental in stories If they go static, they die
  25. 25. Clues to a great story Drama is anticipation mingled with uncertainty
  26. 26. Clues to a great story Drama is anticipation mingled with uncertainty A great story has a strong theme running through it
  27. 27. Clues to a great story Drama is anticipation mingled with uncertainty A great story has a strong theme running through it The secret sauce Can you invoke wonder? Can you hold people? The best stories invoke wonder.
  28. 28. Clues to a great story Drama is anticipation mingled with uncertainty A great story has a strong theme running through it The secret sauce Can you invoke wonder? Can you hold people? The best stories invoke wonder. Express values you know
  29. 29. HARLEY-DAVIDSON Freedom Stories
  30. 30. MAHINDRA RISE
  31. 31. CAMPAIGNS Spark the Rise Rise Prize World Class from India Rise for Good
  32. 32. WE ARE INNOVATING FOR THE FUTURE
  33. 33. INDIA IS RISING
  34. 34. THERE IS RISE IN EVERYTHING WE DO
  35. 35. REAL-REAL TIME IS A LOT OF WORK
  36. 36. LOTS OF ADVANCE PLANNING
  37. 37. AND MAXIMISING IMPACT WITH CONTENT
  38. 38. DRIVING OUR POINT
  39. 39. WE BREAK STORIES INTO BYTE SIZED INFOGRAPHICS
  40. 40. THE BRANDS I LOVE Red Bull Nike
  41. 41. SOME FUN TIPS TO WORK YOUR COPY Source: Copyblogger
  42. 42. Before- After- Bridge Rule Before – Here’s your world After – Imagine the problem solved Bridge – Here’s how to get there Source: Copyblogger
  43. 43. Here’s How Example It takes a year’s time for an Indian farmer to create vermi-compost. Through his innovation Gurnail Singh Dhonsi cuts that time to a day. Here’s how: (link)
  44. 44. Problem – Agitate - Solve Rule Identify a problem Agitate the problem Solve the problem. Source: Copyblogger
  45. 45. Here’s How Example Would you let children with special needs remain marginalized? Or combat the stigma and stereotyping with resolute Chitra? Let’s together give these children a new life. Here’s how (link)
  46. 46. The psychological pull of open loops Rule Create a cliff-hanger with your content
  47. 47. Here’s How Example How losing our biggest client led to our biggest month in sales. (link) Source: Copyblogger
  48. 48. Write to one person Rule Good advertising is written from one person to another. Who is your ideal reader? Find out, then write to them.
  49. 49. Here’s How Example They’re 25 of the richest entrepreneurs, and their journey began with a downfall. Here’s how they rose : (link)
  50. 50. Star - Story - Solution Rule Star – The main character of your story Story – The story itself Solution - An explanation of how the star wins in the end. Source: Copyblogger
  51. 51. Here’s How Example (From Mahindra Rise) Arathi & Usha are reclaiming Puttenahalli to a bird-watchers paradise by energizing their community. How will you #RiseForGood today?
  52. 52. THANK YOU rajesh.lalwani@blogworks.in

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