STORYTELLING IN THESE DIGITAL TIMES - BrainJuicer
STORYTELLING IN THESE DIGITAL TIMES - BrainJuicer
STORYTELLING IN THESE DIGITAL TIMES - BrainJuicer
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<strong>STORYTELL<strong>IN</strong>G</strong><strong>IN</strong> <strong>THESE</strong> <strong>DIGITAL</strong> <strong>TIMES</strong>Leveraging key trendsin our evolving digital landscape.Scott R. PawloskiGM, Central U.S., Advertising SalesJuly 31, 2012
THE GOOD ‘OLEBRAND CAMPAIGNPrimetimenetworkLocal ROPand outdoor:30 to :60radio ad4-colormagazinespreadSource: comScore Video Metrix, Sept.2011, eMarketer, December 20115
CONSUMERS (AND THE TOOLS THEY USE)ARE EVOLV<strong>IN</strong>G. FAST.11hrs.per dayis spentwith media66%interactsimultaneouslywith multiplemedia sources.38%researchedproduct info afterexposure to atelevision ad.Source: comScore Video Metrix, Sept.2011, eMarketer, December 2011
CONNECT THE DOTS
TRANSFORMATIONALTRENDSMULTI-SCREENSIGHT, SOUNDAND MOTIONSOCIAL MEDIAEXPLOSIONOF DATA8
MARKET TRENDMULTI-SCREEN9
MARKET TRENDMULTI-SCREEN EXPERIENCES80% of consumers expectimprovements in delivery of contentand advertising across devices.69% believe their media experienceis made more relevant when they are able to accesssimilar content across multiple screens.Source: “What’s on their screens, What’s on their mind,” Spring 2010
HE<strong>IN</strong>EKENSTAR PLAYER APPFans watching live TV can compete and communicate with others in real-time fromPC, Tab, or MobileDeliver that experience at scaleacross different technologies
OLD NAVY DELIVERS SEAMLESSMULTI-SCREEN CONTENT“Old Navy Records” campaign enabled customers to capturebranded songs wherever they heard them: TV, in-store, Facebook, YouTubeCreate a consistent experience within your own brand
MARKET TRENDSIGHT, SOUNDAND MOTION
MARKET TRENDSIGHT, SOUND AND MOTION183Mviewersonlineper month 239Bvideos streamedonline in June 2011.(That’s 211 videosstreamed per viewer) 216%online time spentper view YOY.(That’s almost20 hrs. per month) 22) eMarketer, June 15, 2011. 2) comScore Video Metrix, June 2011–
MARKET TRENDSOCIAL MEDIA
MARKET TRENDLEVERAGE SOCIAL TO DRIVE VALUE62% 55%of consumers use also post theirsocial channels own positiveto learn about or negativeproducts.60%use socialmedia to lookfeedback.for coupons orpromotions.Source—NM Incite, October 2011
ARE YOU EXPERIENC<strong>IN</strong>G CHALLENGESWITH SOCIAL ADVERTIS<strong>IN</strong>G?Are you satisfiedwith your social investments?social advertisers believe thatmore than 69% of word of mouthmisses their target audienceAre you able to measureyour social ROI?61% of advertisers say it’s too hardto measure ROI of social media.Are your social goalsaligned with yourbrand goals?54% of social advertisers feelthey can’t get people to talkabout their brand in a waythat matches desiredbrand attributes.Source: Microsoft ® Advertising Survey with AdPerceptions based on 200 US advertisers, Sept 2011
BEYONDSOCIAL NETWORKSThe mistakea lot of companies makeis thinking that a social strategyis a Facebook and Twitter strategy.That is not a social strategy.That is a tool to deliver a message.Scott KellyHead of digital advertising, Ford21
RETH<strong>IN</strong>K<strong>IN</strong>G SOCIAL the PuppetTHE IMPACT OF DISPLAY ADVERTIS<strong>IN</strong>G ON BEHAVIOROBJECTIVES• Site visits• FB engagement• 3 rd Party Research• Search queries• Funnel activityTACTICS• Home page• Custom wrappers• Video, video22
RETH<strong>IN</strong>K<strong>IN</strong>G SOCIAL: DOUG THE PUPPETTHE IMPACT OF DISPLAY ADVERTIS<strong>IN</strong>G ON BEHAVIOR+657%Facebookvisits+270%sitevisits+198%actionTheresults+30%funnelOBJECTIVES• Site visits• FB engagement• 3 rd Party Research• Search queries• Funnel activityTACTICS• Home page• Custom wrappers• Video, video23
MARKET TRENDTHE EXPLOSIONOF DATA
THE AMOUNT OF DATA BE<strong>IN</strong>G GENERATED EVERY DAYWOULD FILL HOW MANY SMARTPHONES?A. 100B. 100,000C. 10,000,000D. 100 millionE. 300 millionF. 500 million25
REIMAG<strong>IN</strong>G DATAPuppet26
HOW TO TELLYOUR STORY
MOTIVATIONSON <strong>DIGITAL</strong> BRAND <strong>STORYTELL<strong>IN</strong>G</strong>1Startwithan idea.2Matchthe mediumto the message.3Providereal valueto consumers.4Don’tjust set itand forget it.
GROUPEXERCISE
What’sthe brand?What valueis it bringing?What’sthe big idea?Is it aseamless story?GROUPEXERCISEHow are theyconnecting?Ex: TV, radio, online, mobileThink about and discusswhat brand(s) are applyingthese motivations in digital storytellingand delivering a seamless experience to consumers.Does the messagematch the medium?
WHAT’S YOUR STORYTO TELL?
THANK YOU.
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