brands as storytellers

Brands as Story TellersTom Miale (@tmiale)

Director, Multimedia EngagementMultiVu

... Once upon a time

“ In 1965, 80% percent of acould be reached with thresecond TV spots.Today it requires 117 primeCommercials to produce thsame result ”(Jim Stengel, Former GMO

In the 80’s

you were

exposed to

700 brand

messages a

day

3,000 - 5,000

BRAND MESSAGES

A DAY!

In...

Millennials still LIKE Millennials still LIKE Millennials still LIKE Millennials still LIKE traditional advertisingtraditional advertisingtraditional advertisingtraditional advertising

BUT...BUT...BUT...BUT...They They They They EXPECT EXPECT EXPECT EXPECT brands brands brands brands to be on their social to be on their social to be on their social to be on their social

networksnetworksnetworksnetworks

67% say that a brand’s presence on socialshows that the band cares about theirgeneration

64% have “LIKED” a brand on Facebook

56% think that social media isa great way to find out what’snew with a brand they like

Top Reasons Millennials “Unfollow” a Bra

Stopped liking the brand (14%)

Wanted their social network to be more personal/for friends (12%)

Not enough sales or promotion offers (10%).

The brand sends too many messages (59%)

Millennials clearly use Social Media to help stay informed of what their brands are doing

TTTThhhheeeeyyyy wwwwaaaannnntttt tttthhhheeeeiiiirrrr nnnneeeewwwwssss ffffeeeeeeeedddd ttttoooo bbbbeeeefun and engagingfun and engagingfun and engagingfun and engaging

When you turn on the fire hose of traditional brand messaging in to their news stream, you will

be “unfollowed”

The brand as a storyteller

We are in an era where brands can bypass the press and tell their stories

directly to consumers

Completely Unofficial Self Serving Graph

CREATE CREATE CREATE CREATE COMPELLING AND COMPELLING AND COMPELLING AND COMPELLING AND

RELEVANT RELEVANT RELEVANT RELEVANT CONTENTCONTENTCONTENTCONTENT

“IIIIffff aaaa ssssttttoooorrrryyyy iiiissss nnnnooootttt aaaabbbboooouuuutttt tttthhhheeee hhhheeeeaaaarrrreeeerrrr hhhheeee [[[[oooo

she] will not listen she] will not listen she] will not listen she] will not listen . . . A great lasting

story is about everyone or it will not las

The strange and foreign is not

interesting--only the deeply personal an

familiar.”

― John Steinbeck, East of Eden

USE USE USE USE MULTIMEDIAMULTIMEDIAMULTIMEDIAMULTIMEDIA

... To summarize

• ... And they all lived happily ever after

We are bombarded with brand Messaging all day

Most of us don’t mind as long as the content is interesting

The minute it’s not, we’re likely to unfollow

To stand out from the restof the content, make your message personal

Multimedia is a great story tellingdevice and it’s more likely to be sh