understanding the user's journey and storytelling - seun agbelusi (@ seuncr8vwox)
TRANSCRIPT
U N D E R S TA N D I N G T H E U S E R ’ S J O U R N E Y
A N D S T O R Y T E L L I N G
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@Seuncr8vwox
Storytelling has always been SOCIAL
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Legends, Heroes, Villains are made out of stories told by others.
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Our lives are like pieces of fabric woven together with stories.
We escape our realities which are stories in their own right into other people’s stories which are fantasies.
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A story is journey…Every online user is on a life journey in the digital space…sharing their story with their digital footprints
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Why are we online?
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What made us MOVE from terrestrial life into digital life?
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Discovery
Knowledge
Acceptance
Differentiation
Validation
Impact
To fulfil a
NEED
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Digital Aliens
Digital Migrants
Digital Natives
Digital Integrators
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Image credit: clipartof.com
User’s Journey And Hierarchy of Needs
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What moves people?
What make them act?
CONTENT? CONTEXT?
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In the NOW…There is a convergence between CONTENT and CONTEXT,
We need TRIGGERS to make stories resonate and scale.
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What are triggers?Emotional stimuli that cause people to act on stories.
PASSION POINTS
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Passion points /Conversation drivers Salient emotions/motives
RelationshipReflect and build perception on love, family, sex, marriage, loyalty and friendship through online interactions. Cultural views on all types of relationships. Strengthen network for personal motives
Sports Football Club fraternity; team rivalry; the pleasure of winning; shared experience in real time.
EntertainmentUpdate on celebrity gossip; consume new content on the go via streaming and downloads; follow or create new trends; have fun with anyone who care
Inspiration/Religion Validate self righteousness; sober reflection; need to inspire others
Politics Venting platform to air dissatisfaction; fuel opinions; unsolicited government advisory; stay in the know - knowledge is power.
Breaking News Stay ahead of others; eliminate ignorance
Business/Career Increase awareness for business, build online profile for business/career, strengthen business/career networks
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How to create right triggers in your stories
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M A K E C O N N E C T I O N S
Learn and immerse yourselves in people, insights and data.
Become a story hacker.
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Audience firstDevelop right stories and deliver them to
the right people at the right time.
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K E Y P R I N C I P L E S
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Stories & facts: You have the luxury of sharing the personal moments of your audience but to enjoy that luxury you need to feed them with the right stories. Stories with truths, the more universal the human truth, the more it will resonate with a larger audience, the more it will scale and stick.
Atomized content: Developing high-quality stories that resonate, are a part of a whole, but can stand alone. Don’t overload your audience; Focus on quality over quantity. - Atomized content is more memorable, and therefore it is more effective.
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Cited and revised from: https://facebook.exceedlms.com
Thumb friendly: Your content must have the ability to stop the thumb from scrolling/moving to the another webpage. Sight, sound and motion - are another sure-fire way to be thumb friendly.
Content franchise: Thematically linked Own ableRepeatableStackable
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Cited from: https://facebook.exceedlms.com
D E S I G N
80/20 RULE: 80% Visuals (Stills and videos)
20% TextLess is more
Understand the power of visual stimulation.
@Seuncr8vwoxImage credit: Google Image
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Make Me Cry
Make Me Laugh
Surprise/Provoke MeImage credit: healthyInb.com
Image credit: Gregory Gill/ flickr
Image credit: ortcafe.co.uk
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– S E U N A G B E L U S I
Brand storyteller for advertising, digital marketing, content marketing and filmmaking
“ Thank you.”
@Seuncr8vwox25