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Story


Discovering your story

LANDSCAPE Defining Your PURPOSE Discovering Your STORY Understanding Your AUDIENCE Your Story


Discovering you story 1. Your story landscape

KILLER QUESTIONS 1.

What is your strategic business objective?

2.

Describe your operating environment?

3.

What is your communication objective?

4.

Who are you targeting?

5.

What is the competition doing?


Discovering your story 2. Defining your purpose

Defining your

Defining

PURPOSE

THE STORY you need to TELL


Discovering your story 2. Defining your purpose

Introducing

PurPle


Discovering your story 3. Your story

THE STORY YOU need to TELL Defining


Discovering your story 3. Your story

AMBITIONS To be (much) MORE than an ANTI VIRUS business AVG had


Discovering your story 3. Your story

Story: “The Guardian Angel”

“Bringing peace of mind to our connected world”

THE WHY?


Discovering your story 3. Your story

Story: “The Guardian Angel”

„We protect us‟ is the defining philosophy of AVG. By collaborating with their users AVG is able to design products and services that anticipate their users needs to freely explore and develop in their increasingly complex connected world, unbounded by fear or hindered by technological complexity

THE HOW?


Discovering your story 3. Your story

Story: “The Guardian Angel”

AVG offers a secure ecosystem of products that are best-in-class and ensure absolute security

THE WHAT?


Discovering your story 3. Your story

FAITH From a commodity tech SUPPLIER to a lifestyle PARTNER in our digital lives AVG‟s path to

“Cyber bullies: How one British child in five falls victim to aggressive behaviour online”

“Android users need to be even more careful with their phones than they are with their PC‟s”


Discovering your story 3. Your story

BRAND AWARENESS … this drove

Which in turn was reinforced by recommendation – ultimately

INCREASING downloads and

REVENUE…


Discovering your story 4. Understanding your audience

WHO are they? WHERE are they? WHAT are they talking about? What are they SAYING about you? Who do they LISTEN to?


Discovering your story 4. Understanding your audience ONLINE INSIGHT


PEOPLE‟S LAB: direct ideation & co-creation


Discovering your story 4. Understanding your audience

2.6 million conversations + 50 women, 5 cities


Discovering your story

Purpose Story Influencers Messages


Dynamic storytelling

Think like a

PUBLISHER

PLAN IMPROVISE RESPOND


Dynamic storytelling 1. Plan

editorial council


Identify

Dynamic storytelling 1. Plan 1. Identify conversation ‘themes’ 2. Editorial council explodes the story across themes

Research

3. Establish key word set 4. Search external Platforms Influencers Search engines

4. Search internal Existing Owned media

Plan

5. Back to the Editorial Council

„LEAD, PLAY, PARTNER, AVOID‟ 3:12 STORY ENGAGEMENT BLUEPRINT


Dynamic storytelling 1. Plan The Story Engagement Blueprint Across paid, owned and earned media


Dynamic storytelling 2. Improvise

IMPROVISE own the moment


Reactive Content: Amstel Bier „Boston Bruin Bar Tab‟


Dynamic storytelling 3. Respond

TIER

TIER

TIER

3

GENERAL RESPONSES General comments or questions related to COMPANY that are positive in nature. The community manager is encouraged to freely respond to comments.

2

TIME-SENSITIVE RESPONSE/ACTION

1

CRISIS & ISSUES

Comments that require specific information or management guidance.

Time-sensitive comments with negative undertones. The community manager is allowed to respond to comments after confirming management or guidance from MSL.


Dynamic storytelling

3:12 Story Engagement Blueprint


Creative storytelling

TRANSMEDIA CREATIVE

7 rules of CONTAGIOUS CONTENT


Creative storytelling 1. Transmedia creative

PAID

EARNED

OWNED


Creative storytelling 2. 7 Rules of contagious content

Rules of contagious content: It MUST be • purposeful • insightful • easy to engage with • entertaining, rewarding or informative It SHOULD • leverage themes and trends • unify • play on emotion


Contagious Content: Oreos „Seasonal Celebrations‟


Contagious Content: P&G „Proud Sponsors of Mums‟


Contagious Content: Burberry „Art of Trench‟


Contagious Content: Evian „Roller Babies‟


Creative storytelling

Content SHARED and RESHARED


1. Impressions

reach

2. Volume

the number of conversations created/infiltrated

3. Click-through

transmedia transfer efficiency)

4. Engagement

% of total audience/fan base and reach

5. Virality

total aggregate shares & likes

Sentiment PRE

Sentiment POST

Net REPUTATION score



MSLGROUP Storytelling