Story
Discovering your story
LANDSCAPE Defining Your PURPOSE Discovering Your STORY Understanding Your AUDIENCE Your Story
Discovering you story 1. Your story landscape
KILLER QUESTIONS 1.
What is your strategic business objective?
2.
Describe your operating environment?
3.
What is your communication objective?
4.
Who are you targeting?
5.
What is the competition doing?
Discovering your story 2. Defining your purpose
Defining your
Defining
PURPOSE
THE STORY you need to TELL
Discovering your story 2. Defining your purpose
Introducing
PurPle
Discovering your story 3. Your story
THE STORY YOU need to TELL Defining
Discovering your story 3. Your story
AMBITIONS To be (much) MORE than an ANTI VIRUS business AVG had
Discovering your story 3. Your story
Story: “The Guardian Angel”
“Bringing peace of mind to our connected world”
THE WHY?
Discovering your story 3. Your story
Story: “The Guardian Angel”
„We protect us‟ is the defining philosophy of AVG. By collaborating with their users AVG is able to design products and services that anticipate their users needs to freely explore and develop in their increasingly complex connected world, unbounded by fear or hindered by technological complexity
THE HOW?
Discovering your story 3. Your story
Story: “The Guardian Angel”
AVG offers a secure ecosystem of products that are best-in-class and ensure absolute security
THE WHAT?
Discovering your story 3. Your story
FAITH From a commodity tech SUPPLIER to a lifestyle PARTNER in our digital lives AVG‟s path to
“Cyber bullies: How one British child in five falls victim to aggressive behaviour online”
“Android users need to be even more careful with their phones than they are with their PC‟s”
Discovering your story 3. Your story
BRAND AWARENESS … this drove
Which in turn was reinforced by recommendation – ultimately
INCREASING downloads and
REVENUE…
Discovering your story 4. Understanding your audience
WHO are they? WHERE are they? WHAT are they talking about? What are they SAYING about you? Who do they LISTEN to?
Discovering your story 4. Understanding your audience ONLINE INSIGHT
PEOPLE‟S LAB: direct ideation & co-creation
Discovering your story 4. Understanding your audience
2.6 million conversations + 50 women, 5 cities
Discovering your story
Purpose Story Influencers Messages
Dynamic storytelling
Think like a
PUBLISHER
PLAN IMPROVISE RESPOND
Dynamic storytelling 1. Plan
editorial council
Identify
Dynamic storytelling 1. Plan 1. Identify conversation ‘themes’ 2. Editorial council explodes the story across themes
Research
3. Establish key word set 4. Search external Platforms Influencers Search engines
4. Search internal Existing Owned media
Plan
5. Back to the Editorial Council
„LEAD, PLAY, PARTNER, AVOID‟ 3:12 STORY ENGAGEMENT BLUEPRINT
Dynamic storytelling 1. Plan The Story Engagement Blueprint Across paid, owned and earned media
Dynamic storytelling 2. Improvise
IMPROVISE own the moment
Reactive Content: Amstel Bier „Boston Bruin Bar Tab‟
Dynamic storytelling 3. Respond
TIER
TIER
TIER
3
GENERAL RESPONSES General comments or questions related to COMPANY that are positive in nature. The community manager is encouraged to freely respond to comments.
2
TIME-SENSITIVE RESPONSE/ACTION
1
CRISIS & ISSUES
Comments that require specific information or management guidance.
Time-sensitive comments with negative undertones. The community manager is allowed to respond to comments after confirming management or guidance from MSL.
Dynamic storytelling
3:12 Story Engagement Blueprint
Creative storytelling
TRANSMEDIA CREATIVE
7 rules of CONTAGIOUS CONTENT
Creative storytelling 1. Transmedia creative
PAID
EARNED
OWNED
Creative storytelling 2. 7 Rules of contagious content
Rules of contagious content: It MUST be • purposeful • insightful • easy to engage with • entertaining, rewarding or informative It SHOULD • leverage themes and trends • unify • play on emotion
Contagious Content: Oreos „Seasonal Celebrations‟
Contagious Content: P&G „Proud Sponsors of Mums‟
Contagious Content: Burberry „Art of Trench‟
Contagious Content: Evian „Roller Babies‟
Creative storytelling
Content SHARED and RESHARED
1. Impressions
reach
2. Volume
the number of conversations created/infiltrated
3. Click-through
transmedia transfer efficiency)
4. Engagement
% of total audience/fan base and reach
5. Virality
total aggregate shares & likes
Sentiment PRE
Sentiment POST
Net REPUTATION score