storytelling in the digital world
TRANSCRIPT
STORYTELLING IN THE DIGITAL WORLD !Carla Paschke
Co-Founder, Sandbox !
@carlapaschke @sandbox_digital
• Founded two companies • Cheered on the sidelines & kept dinner warm through
the journeys of four other start-ups as a wife • Coached B2C & B2B brands big and small inside their
walls and on behalf of an agency for the last decade
“I get it.”
WHY STORIES? THE SCIENTIFIC ANSWER.
When processing facts, two areas of the brain are
activated: Broca’s and Wernicke’s areas.
!
A well-told story can engage those areas
PLUS many additional areas
like the motor cortex, sensory cortex, & frontal cortex.
The human brain does not distinguish between reading
or hearing a story and experiencing it in real life. The
same neurological regions are activated.
!
The brain doesn’t look like that of a spectator; it looks
like that of a
participant. !
Stories change our behaviors
by actually
changing our brain chemistry.
The brain releases
dopamine into the system when it experiences an
emotionally-charged event, making it
easier to remember and with greater
accuracy.
Studies show that we spend about half of our
waking hours,
1/3 of our lives daydreaming.
!
We have about 2,000 of these a day, with an average duration of fourteen seconds.
When absorbed in a good story, we
experience approximately zero daydreams per hour.
WHAT DOES THIS MEAN FOR MARKETING?
59% of marketing professionals planned to increase content marketing efforts in
2014. !
(eMarketer, January 2014)
Every status update, image, blog post, ebook, and tool
that is created in the name of content marketing is
competing with every other person, status update,
question, conversation, video, or song
that your audience is exposed to every day.
!
!
“This is the bar your content has to clear on social:
‘Are you more interesting to me than my wife?’”
!
~ Jay Baer
5% of students cited a statistic, but 63% remembered the story.
“Even though this is B2B, everyone likes a good story, and everybody likes to laugh.”
~Jennifer Anaya, VP of Marketing for North America Ingram Micro
WHAT MAKES A GOOD STORY?
1.Succinct Beginning 2.Authentic Protagonist 3.Relatable Problem 4.Emotive Conclusion
Data can convince the mind,
but you need a story framing that data
to reach people’s emotions and make them truly believe.
People don’t buy what you do, they buy why you do it.
Why you do what you do, Why you take on the clients you do, and Why you’re proud of your work.
My name is _________, I love _________ but was fed up with _________.
So I created _________ that _________. !
~The Rebel Yell Statement, Kevin Rogers
Take 2 Minutes to Understand Your WHY
1. Different personas 2. Unusual differentiators 3. Different vertical markets 4. Challenge preconceptions
WHY Leads to WHATS: Brands Have More Than One Story
The HOW: Storytelling is platform / medium agnostic.
7 WAYS TO TRANSFORM DIGITAL STORYTELLING
GROUND YOUR STORY IN INSIGHTS
#1
DEEPEN STORYTELLING VIA VIDEO
#2
Videos Increase People’s Understanding Of Your Product Or Service by
74% !
90% Of Users Say That Seeing A Video About A Product Is Helpful In
The Decision Process
YouTube Is The Number Two Search Engine In The
World
50% Of Users Watch Business Related Videos On YouTube Once A Week
75% Of Users Visit The Marketer’s Website After
Viewing A Video
!
!
75% Of Executives Watch Work-Related Videos On
Business Websites At Least Once A Week
Click-Through Rates Increase 2-3 Times When Marketers
Include A Video In An Email !
Just Putting the word video in the Subject Line Sharply
Increases Open Rates
Video Budget: $500 !
Concept: Bad Breath Test video promoting their tongue cleaner !
Results: 40M+ views 340K+ Facebook fans 5K+ Twitter followers Carried in major drugstore chains
Orabrush
Dollar Shave Club !
Video Budget: $4,500 !
Results: 9.5M Views 23K Twitter Followers 76K Facebook Fans 12K New Customers in 2 days.
45% Of Viewers Will Stop Watching A Video After
1 Minute & 60% By 2 Minutes
Video doesn’t have to blow your budget.
DISTILL HIGHLY TECHNICAL INFO INTO EASY TO UNDERSTAND BITES
!
#3
VIDEO GUIDES INFOGRAPHICS
The average person is exposed to 174 newspapers full of
information every day. !
99% of all sensory information is filtered
out by the brain almost immediately. Only 1% of information actually
gets through to the brain… infographics are in this 1%.
!
Publishers who use infographics grow in traffic an average of 12% more
than those that don’t.
Whether it’s a move to the cloud or an escape
from bands of zombies, security is hands-down
everyone’s number-one concern.
To get answers fast, visit:
www.sungardas.com
TAKE THE NEXT STEP
Congratulations! You’ve made it to
the enterprise cloud by creating
disaster recovery and business
continuity plans that promote ROI
and keep infrastructure safe.
Congratulations! Your preparedness
has paid off. By creating plans and
putting them into action, you made
it to safety and promoted security
among the living and throughout
your infrastructure.
CONTINUITY
Leverage enterprise cloud
computing to proactively manage
your business critical applications
and services, including
interconnecting your physical and
virtual environments.
Once in the zombie-proof shelter
you need to proactively manage
your resources, including fortifying
your physical environment and
establishing a connection with
survivors on the outside.
OPERATIONS
You’re almost ready, but to get the
full benefits of enterprise cloud
migration you need to create more
value and achieve faster ROI by
improving performance.
You’re near your destination, but
sometimes brain-hungry zombies
are unavoidable. Improve migration
performance through efficient
cerebral neutralization, and then
quickly move on.
OPTIMIZATION
This is where you actually make the
move––transitioning all or part of
your company’s data, applications
and services from on-site to the
enterprise cloud.
This is where you actually make the
move––transitioning survivors and
critical provisions from your current
site to a zombie-proof shelter.
MIGRATION
Next, identify the most appropriate
systems and services to migrate,
list any and all interdependencies,
and then prioritize your roadmap.
Build a step-by-step escape plan
that outlines the best possible
transportation methods and routes
for avoiding the walking dead.
ROADMAP
You’re ready for the next step.
Appraise your enterprise’s processes,
architecture, technology, people, and
governance to see if your enterprise
is ready for the cloud.
You’re ready for the next step.
Assess your survivors, food, water,
medical supplies and defenses to
see if you’re ready for your escape
to a zombie-proof shelter.
READINESS
The foundation of your move to the
enterprise cloud is a tactical plan
signed off by key stakeholders. After
all, migrating to the cloud likely
requires enterprise-wide
participation.
The foundation of your escape from
a zombie horde is a tactical plan
agreed to by key survivors. After all,
your greatest advantage over the
living dead is the ability to think.
STRATEGY
The Enterprise Cloud is Ready!
Over half of enterprises say they are Over half of enterprises say they are
likely to move to a cloud-based delivery
model while 7 out of 10 companies are
implementing or assessing cloud
projects in the next year. Is your
organization ready for the cloud? Follow
these steps to get there …
The Zombies are Coming!
According to pop culture, a zombie According to pop culture, a zombie
apocalypse is right around the corner. In
such a scenario, zombies roam entire
cities, eating the brains of the living. Are
you prepared to fight off the undead and
escape to safety? Follow these steps to
get there …
Recently the U.S. Centers for Disease Control and Prevention launched a tongue-in-cheek
“Zombie Apocalypse” campaign to educate citizens on disaster-preparedness. The idea is that if
you’re well-equipped to deal with a zombie pandemic you’re prepared for just about anything.
We’re putting that idea to the test: Can a plan for surviving a zombie apocalypse help you when
it comes to moving your enterprise to the cloud?
(THEY’RE ACTUALLY QUITE SIMILAR)
Whether it’s a move to the cloud or an escape
from bands of zombies, security is hands-down
everyone’s number-one concern.
To get answers fast, visit:
www.sungardas.com
TAKE THE NEXT STEP
Congratulations! You’ve made it to
the enterprise cloud by creating
disaster recovery and business
continuity plans that promote ROI
and keep infrastructure safe.
Congratulations! Your preparedness
has paid off. By creating plans and
putting them into action, you made
it to safety and promoted security
among the living and throughout
your infrastructure.
CONTINUITY
Leverage enterprise cloud
computing to proactively manage
your business critical applications
and services, including
interconnecting your physical and
virtual environments.
Once in the zombie-proof shelter
you need to proactively manage
your resources, including fortifying
your physical environment and
establishing a connection with
survivors on the outside.
OPERATIONS
You’re almost ready, but to get the
full benefits of enterprise cloud
migration you need to create more
value and achieve faster ROI by
improving performance.
You’re near your destination, but
sometimes brain-hungry zombies
are unavoidable. Improve migration
performance through efficient
cerebral neutralization, and then
quickly move on.
OPTIMIZATION
This is where you actually make the
move––transitioning all or part of
your company’s data, applications
and services from on-site to the
enterprise cloud.
This is where you actually make the
move––transitioning survivors and
critical provisions from your current
site to a zombie-proof shelter.
MIGRATION
Next, identify the most appropriate
systems and services to migrate,
list any and all interdependencies,
and then prioritize your roadmap.
Build a step-by-step escape plan
that outlines the best possible
transportation methods and routes
for avoiding the walking dead.
ROADMAP
You’re ready for the next step.
Appraise your enterprise’s processes,
architecture, technology, people, and
governance to see if your enterprise
is ready for the cloud.
You’re ready for the next step.
Assess your survivors, food, water,
medical supplies and defenses to
see if you’re ready for your escape
to a zombie-proof shelter.
READINESS
The foundation of your move to the
enterprise cloud is a tactical plan
signed off by key stakeholders. After
all, migrating to the cloud likely
requires enterprise-wide
participation.
The foundation of your escape from
a zombie horde is a tactical plan
agreed to by key survivors. After all,
your greatest advantage over the
living dead is the ability to think.
STRATEGY
The Enterprise Cloud is Ready!
Over half of enterprises say they are Over half of enterprises say they are
likely to move to a cloud-based delivery
model while 7 out of 10 companies are
implementing or assessing cloud
projects in the next year. Is your
organization ready for the cloud? Follow
these steps to get there …
The Zombies are Coming!
According to pop culture, a zombie According to pop culture, a zombie
apocalypse is right around the corner. In
such a scenario, zombies roam entire
cities, eating the brains of the living. Are
you prepared to fight off the undead and
escape to safety? Follow these steps to
get there …
Recently the U.S. Centers for Disease Control and Prevention launched a tongue-in-cheek
“Zombie Apocalypse” campaign to educate citizens on disaster-preparedness. The idea is that if
you’re well-equipped to deal with a zombie pandemic you’re prepared for just about anything.
We’re putting that idea to the test: Can a plan for surviving a zombie apocalypse help you when
it comes to moving your enterprise to the cloud?
(THEY’RE ACTUALLY QUITE SIMILAR)
• Launched in 2006
• Focused on blog posts, slideshows, videos and infographics
• Grew to 100K accounts in 2007, 600K in 2008 and almost 2M in 2009
• Sold to Intuit for $170 million
!
Go-to Resources for Cost Effective Infographics
Span your Story over Time & across Smaller Stories
#4
Blogging is the single fastest way to build traffic and inbound links to your B2B
website.
!
You’re not simply a salesman but an authority.
It's more than coffee. It's #CoffeeWithAStory.
Coffee meets ice. #IcedCoffee #new #CoffeeWithAStory
New Coffee. New Taste. New Story. #CoffeeWithAStory
Hashtags: Meaningful Ways to Introduce & Organize Content
Hashtags: Own and Promote Them
#SelfControl: Keep it to 3 tags or less per post. !
#Relate: Don’t hijack a popular trending hashtag to get attention. !
#GetSpecific: A specific made-by-you hashtag is like a targeted ad campaign. !
#SearchTermSavvy: If a consumer clicks on your hashtag, what else will they see in that list? !
#DoubleCheck: And then look at it again. #nowthatcherisdead anyone? !
#KnowYourDarkSide: Play to your strengths. !
#Readability: Keep it short, memorable, and easy to spell. Capitalization is your friend. !
#CallToAction: Tell your users what to do with yours.
Hashtags: Practical To Do’s
Be True to Your Brand Voice
#5
Don’t speak like a robot.
Tap into Others to Tell Your Story
#6
B2B Marketers agree customer
testimonials and case studies
are the most effective types of lead generating
content.
An Example: Harvest Time Tracking App
Volume Geo-Relevancy
Quick to Scan POVFace to the Name, Link to the Company
Credibility
Invokes Emotion
MARKET YOUR STORIES #7
SMBs Spend More on Social Than Any Other Media as of Q3 2014.
B2B B2C
91% of B2B marketers use LinkedIn. !
• Targeted at professionals • Half of members are decision makers • 69% of members make more than $60k / year • 79% are over 35 • 6x more impressions of people looking for
company information than looking for jobs • Drives 60% of traffic to corporate websites
from social media platforms • Groups drive really high levels of engagement
• Connecting • Listening/Research • Starting New Conversations • Entering Existing Conversations • Posting Valuable Content • Sharing/Retweeting Other’s
Content
Move From Social Sharing to
Social Selling
Weekly • 30 min: Schedule posts for the week through a tool like Hootsuite • 45 min: Listen and research industry trends, top influencers • 45 min: Research to find new prospects
!
Daily • 10 min: Respond to replies, comments or new connections • 10 min: Listen to prospects/customers – what they have been
tweeting, LinkedIn activities such as posting in groups or on their feed. Engage, quote or retweet where applicable.
Total: Approx. 3.5 Hrs / Week
Social Selling Routine
Take Aways !
• Figure out your WHYs. !• Map your WHYs to WHATs.
!• THEN define the HOW.
!• Explore third party TOOLS to help you tell your stories. !• Be AUTHENTIC.
THANK YOU !Carla Paschke
Co-Founder, Sandbox !
@carlapaschke @sandbox_digital http://www.slideshare.net/sandboxdigital