The changing face of digital

“Once upon a time…” – the power of storytelling

How storytelling is coming back to shape the way we digest information

Hamish Anderson

Chapter 1: Some context

Chapter 1: Some context

• Ultimately, Google recognises the value of serving the information you need simply and easily.

• Why hide the answers people want?

What we did is not what we need to do

Insight into search – 2014 – Health searches

Insight into search – 2014 – Health searches

Chapter 2: Information overload

Information overload changes how we engage

Chapter 3: Do you do what you’ve always done or what people want?

Popular Websites (launch year & how they looked)

• Brands are always evolving, but how they evolve changes how we engage with each other

Top 15 Most Popular Websites | March 2015

1. Google2. YouTube3. Facebook4. Yahoo!5. Amazon6. Wikipedia7. Twitter8. Bing9. eBay10. MSN11. Microsoft12. LinkedIn13. Pinterest14. Ask15. Wordpress

1. Google2. YouTube3. Facebook4. Yahoo!5. Amazon6. Wikipedia7. Twitter8. Bing9. eBay10. MSN11. Microsoft12. LinkedIn13. Pinterest14. Ask15. Wordpress

1. Google2. Yahoo!3. Bing 4. Ask

5. YouTube6. Facebook7. Wikipedia8. Twitter9. LinkedIn10. Pinterest11. Wordpress

12. Amazon13. eBay14. MSN15. Microsoft

http://www.ebizmba.com/articles/most-popular-websites

• 1,728• 1,887• 2,003• 9,035• 27,019GB• 48,502• 99,600

Some facts

Per second}

Skype calls Tumblr posts InstagramTweetsInternet trafficGoogle searchesYouTube views

• People are digesting their world in new ways at speeds previously unimaginable

• People are sharing this content– And thus there’s a growing acceptance to how people

expect/want to digest information• To maintain/be relevant we need to shift• Ultimately all businesses need to determine:

Chapter 4: What does it all mean?

How do we supply information – technical, assistive, informative – in ways which resonate, are easy to engage with and which drive

action?

• So again, would you prefer to read this:

The relevance of testosterone, oestradiol and certain peptides (oxytocin (OT), β-endorphin and prolactin (PRL)) to sexual arousal in humans was reviewed. There is limited evidence of a direct effect of oestradiol on sexual arousability in women. The extent to which testosterone in women acts by conversion to oestradiol or by increase of free oestradiol is not yet clear. The role of peptides in sexual arousal remains uncertain, partly because of the multiple roles and sites of action of most peptides. OT and β-endorphin appear to have both excitatory and inhibitory effects. PRL has been proposed as an inhibitory factor via direct inhibition of dopaminergic activity, but the evidence for this is inconclusive. Whereas the traditional concept of ‘hormone’ continues to apply to the role of testosterone and oestradiol in sexual arousal, peptides present a more complex role

• Or watch this?

The science of sexual arousal

The ‘story’ of sexual arousal

https://www.youtube.com/v/SZkGsgmpSNc

• “A story can go where quantitative analysis is denied admission: our hearts.

Data can persuade people, but it doesn’t inspire them to act; to do that, you need to wrap your vision in a story that fires the

imagination and stirs the soul.”

Harrison Monarth, HBR 2014

Once upon a time – Making a comeback

• Currently people :– Experience information overload – Are looking to friends/contacts and brands to act as

Information filters• Nearly 60% of people online use social platforms

such as Facebook as a recurring news source• Story telling is coming back– Video content – Infographics– Blogs

Chapter 5: Once upon a time – Making a comeback

The proof point

• What do you need to be doing? – Monitoring trends – Worldwide and how people engage

with us you can be relevant– Creating richer experiences

Videos Infographics Stories/blogs

– Engaging people Content automation Lead nurture strategy

Chapter 6: Future Facing

• Tell your story – Create the story you want to tell, then select the platform

to tell it!– The more fresh content you share get the more chance

people find you– Everyone has a unique perspective of what is important– Different writing styles will appeal to different people – you

may generate a following, you do not need to be like others• Share new infographics/blogs, that others have

created

How do you start?

• Monitor• Talk to people• Refine• Repeat

And then?