Connected Storytelling
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Speaker: Mike Davidson, Executive Creative Director at Capgemini in North America. With the right narrative, brands can speak to their consumers in ways that resonate and drive conversion. In this session, Capgemini DCX North America’s Executive Creative Director will explore trends and techniques to better connect the narratives from initial marketing efforts to a completed purchase. We'll also provide examples of who's using these techniques and how, so attendees can leverage it in a meaningful way.
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Connected Storytelling
- 1. 1 © 2019 Lyons Consulting Group, a Capgemini Company©2019 All rights reserved. CONNECTED STORYTELLING Connected Storytelling from Marketing to Checkout: UX Trends & Techniques
- 2. 3 © 2019 Lyons Consulting Group, a Capgemini Company PRESENTER MIKE DAVIDSON Executive Creative Director LYONSCG / CAPGEMINI
- 3. 4 © 2019 Lyons Consulting Group, a Capgemini Company CLIENT SERVICES EXPERIENCE DESIGN APPLICATION HOSTING DIGITAL MARKETING DIGITAL STRATEGY COMMERCE IMPLEMENTATION COMMERCE SERVICES
- 4. 5 © 2019 Lyons Consulting Group, a Capgemini Company EVERY BRAND HAS A STORY TO TELL How do you tell stories in a meaningful, connected manner?
- 5. 6 © 2019 Lyons Consulting Group, a Capgemini Company MARKETING CHANNELS EmailSocial PPCSearch TAILORED EXPERIENCES BlogLook Book Product Line Testimonials Ambassador Usage Guides Product Detail Article Are you landing customers on the right page with the right content experience? Generic Browse Generic Home GENERIC
- 6. 7 © 2019 Lyons Consulting Group, a Capgemini Company Outcomes WHY CONNCTED STORYTELLIN G? Increase Search Visibility Build Brand Affinity Reduce Bounce Rates
- 7. 8 © 2019 Lyons Consulting Group, a Capgemini Company
- 8. 9 © 2019 Lyons Consulting Group, a Capgemini Company [Photo: Tim Davis/Patagonia] MISSION Patagonia is in business to save our home planet Founder of Patagonia Yvon Chouinard
- 9. 10 © 2019 Lyons Consulting Group, a Capgemini Company Patagonia Content Templates Product LineActivity Browse with Enhanced Content Blogs AmbassadorArticle +
- 10. 11 © 2019 Lyons Consulting Group, a Capgemini Company X Guided Selling Product Video Email: Hydro Series Home Category Browse Product Line Browse Product Detail Shop Flow Journey
- 11. 12 © 2019 Lyons Consulting Group, a Capgemini Company Activity - Product Line: Surf Activism / ProductsFeatured Product Line Values / Products Ambassadors
- 12. 13 © 2019 Lyons Consulting Group, a Capgemini Company Email: Hydro Series Product Line Product Line Browse Product Detail Shop Flow Journey - Refined
- 13. 16 © 2019 Lyons Consulting Group, a Capgemini Company
- 14. 17 © 2019 Lyons Consulting Group, a Capgemini Company Home Product Line Browse Product Detail Shop Flow Journey
- 15. 18 © 2019 Lyons Consulting Group, a Capgemini Company
- 16. 19 © 2019 Lyons Consulting Group, a Capgemini Company Product Detail Page Email Landing Pages Swimming Suit Creator Social Outfit Generator Shop Flow Journey
- 17. 20 © 2019 Lyons Consulting Group, a Capgemini Company #1 Connect marketing to relevant commerce points to reduce bounce rates and improve usability. #2 Produce more tailored versions of content with strategic content templates and streamlined workflows. 9 © 2019 Lyons Consulting Group, a Capgemini Company #1 Connect marketingtorelevant commercepoints to reduce bounce rates and improve usability. #2 Producemoretailoredversionsof content with strategic content templates and streamlined workflows.
- 18. 21 © 2019 Lyons Consulting Group, a Capgemini Company TIPS / QA Explore your content design templates Map the journeys from marketing touchpoints to commerce landing pages AB test the journeys and content design templates
- 19. 22 © 2019 Lyons Consulting Group, a Capgemini Company CONTENT STRATEGY MISSION CONTENT DESIGN SYSTEM PEOPLE + TOOLS Collaboration & Governance • Facilitate storytelling across departments • Align disciplines to deliver more tailored, connected experiences Strategic Content Templates • A content design system provides the right content experience at the right moment Passion, Personalities and Brand Value • Build brand affinity • Deliver lifestyle benefits • Create enjoyment Topic Clusters & Storytelling • Build more content around fewer themes and connect the dots between touch points
- 20. 23 © 2019 Lyons Consulting Group, a Capgemini Company
- 21. 24 © 2019 Lyons Consulting Group, a Capgemini Company Email Product Line Browse Product Detail Shop Flow Journey
- 22. 25 © 2019 Lyons Consulting Group, a Capgemini Company Social + Landing Page + PDP Set Shop Flow Journey
- 23. 26 © 2019 Lyons Consulting Group, a Capgemini Company SEO + Landing Page + PDP Set Shop Flow Journey
Editor's Notes
- LYONSCG is digital commerce agency with holistic services from strategy to implementation. Our design team is the most experienced SF Commerce Cloud team worldwide. We work across a board spectrum of verticals and brands. The commerce industry is more complex than ever and customer expectations are higher than ever. We work with our clients to create Design Roadmaps to prioritize their next steps. Personalization and enhanced content are two key areas we are focused on with our brands. And we’ll share some of our thoughts today. Let’s jump in. 60:
- Brand Affinity Brand affinity describes consumers who believe a particular brand shares common values with them. These shared values help build a relationship which tends to retain loyal customers for longer. All brand purchases are a mixture of an emotional, rational and behavioral decision. When a customer feels an affinity to a brand, the emotional aspect is more likely to play a part in the decision.
- Brand Affinity Brand affinity describes consumers who believe a particular brand shares common values with them. These shared values help build a relationship which tends to retain loyal customers for longer. All brand purchases are a mixture of an emotional, rational and behavioral decision. When a customer feels an affinity to a brand, the emotional aspect is more likely to play a part in the decision.
- We know this story. We tell it with every ESP partner, and talk about the value of customer journeys. No matter how amazing our AM team is, they are never going to coach customers through what segment to target, how to drive them there, how to create a product launch, etc.
- We know this story. We tell it with every ESP partner, and talk about the value of customer journeys. No matter how amazing our AM team is, they are never going to coach customers through what segment to target, how to drive them there, how to create a product launch, etc.