Stories that scale
Content Marketing Show - 20.11.12 @amayfield @brilliantnoise brilliantnoise.com
Spoiler alert...
BIG DATA + BIG STORIES
Storytelling can SCALE
PDR (cc) http://goo.gl/CEs8e
Scaling your It is about ability to tell stories....
Your ability to listen to It is about customer stories
Automated Dehumanised What scale is not... Numbers-led Blockbusters
having oneto-one It is about conversations that can scale
Small data-driven bull***t content
http://goo.gl/MPpdb
Maybe your data isn’t big enough.
US elections 2012
“It was the quants what won it.”
"...they used their databases to tell stories. Or, more to the point, their databases and models were used so that Americans could tell stories to each other."
Felix Salmon http://goo.gl/GxfMp
“Joined-up data that enables you to understand which stories to tell to who, and how and when they should be told. That's the future of marketing, right there.� Neil Perkin http://goo.gl/B6Mah
Stories that scale
Having creative / editorial and data analysts on the same team.
NUMBERS + STORIES
BIG DATA + CONTENT + CUSTOMER EXPERIENCE
Customer decision journey Consider
Bond Advocate
Evaluate
Enjoy Buy
Mckinsey & Co’s Consumer Decision Journey Model
Model first published Harvard Business Review
Customer Centric Planning Consider Search Engine
1
Evaluate
Buy
Advocate
3
7
Brand website
4
Price Comparison
Social Media
Bond
2
8
6
5
9
10
Forrester’s Content Ecosystem
Storystream
BIG DATA + CONTENT + CUSTOMER EXPERIENCE
BIG DATA + BIG STORIES
There’s a white paper
http://goo.gl/7uT1x
Download the paper at
Ta-dah!
htt://brilliantnoise.com/ nokiapaper
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