How storytelling builds relationships and drives marketing success
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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.
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How storytelling builds relationships and drives marketing success
- 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!
- 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”
- 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
- 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
- 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?