At this year's INBOUND 2015 conference Robert Michael Murray discussed how data will shape the way we connect with one another, create contextual moments of engagement, and enable us to share the stories of our lives in ways never once imagined. Murray shared learnings from his time leading National Geographic's social media efforts. And tips from his new work leveraging the power of data, design, and technology to create experiences that deliver more meaningful and personalized moments. This work is associated with a new startup his company, Matchfire Co., is launching in the coming weeks: Mently (http://mently.co/). * * * * * To extend this information, I wrote a companion piece exploring: The Importance of Moments: Finding those points in time to deliver personalized, meaningful moments your community will love (https://medium.com/@rmm/the-power-of-moments-b8851f97efaa)

1. INBOUND15
The Power of Data,
the Importance of
Moments and the
Future of Storytelling
Robert Michael Murray / @rmmageddon

2. #INBOUND15

3. 1 // Introduction
2 // Power of data
3 // Importance of moments
4 // Future of storytelling
5 // Bringing it all together
5 // Questions

4. #INBOUND15

5. #INBOUND15

6. #INBOUND15

7. #INBOUND15

8. #INBOUND15

9. #INBOUND15

10. #INBOUND15

11. INBOUND15
Power of data

12. INBOUND15
“Data! Data! Data! I can’t make
bricks without clay!”
— Sir Arthur Conan Doyle

13. INBOUND15
• Logistics and payment
• Knowledge share
• Information access
• Customer service
• Access control
• Vital signs monitoring
• Chronic disease management
• Brain / eye movement
• Physiological monitoring
• Weight / energy monitoring
• Gait and posture corrections
• Sport performance
• Fitness monitoring
• Navigation / tracking
• Data / media access
• Reactive response
• Proximity awareness
• and much more ….
Types / uses of data

14. #INBOUND15

15. #INBOUND15

16. #INBOUND15

17. #INBOUND15

18. #INBOUND15

19. #INBOUND15

20. #INBOUND15

21. #INBOUND15

22. INBOUND15
Importance of moments

23. INBOUND15
“Life isn’t a matter of
milestones, but of moments.”
— Rose Kennedy

24. INBOUND15
• An accident is an unexpected event that
changes one or more lives. It most affects a
focal character, and the driving force of the
incident is beyond that person’s control.
• A discovery is a passage from ignorance
to knowledge. It causes a change that
arouses a person’s feelings and stimulates
a change in attitude.
• A decision is a commitment to take action.
Jean Paul Sartre says we are the sum of
our decisions, our choices. Decisions are
of two sorts, expedient or ethical.
• A deed means actually doing something. A
character carries out a decision by taking
action.
Cinematic moments
A genuinely useful cinematic moment always drives the action forward,
increases the tension, or penetrates characters more deeply.

25. #INBOUND15

26. #INBOUND15

27. #INBOUND15

28. #INBOUND15
This transparent color box is a useful
option for some larger images.

29. #INBOUND15

30. INBOUND15
Future of storytelling

31. INBOUND15
“In the end, storytelling comes
down to two things: connection and
engagement.” — Ryan Mathews

32. INBOUND15
• Explains origins
• Define individual and group identity
• Communicate tradition and delineate
taboo
• Simplify and provide perspective;
reduce complex problems to a series
of easily digested principles
• Illustrate the natural order of things
• Concisely communicate complex
history
• Communicate moral and ethical
positions and the transference and
preservation of values
• Illustrate relationships, to and with,
authority
• Describe appropriate responses to life
or model behaviors
• Define reward and detail the paths to
salvation and damnation
The power of storytelling

33. #INBOUND15

34. #INBOUND15

35. #INBOUND15

36. #INBOUND15

37. #INBOUND15

38. INBOUND15
Bringing it all together

39. INBOUND15
“I think the next generation of
entertainment is experiential, where
people go out of the house and go and
get a unique experience.” — Mark Cuban

40. #INBOUND15

41. #INBOUND15

42. #INBOUND15

43. #INBOUND15

44. #INBOUND15

45. #INBOUND15

46. #INBOUND15

47. #INBOUND15

48. #INBOUND15

49. 1 // Pay attention to the actions, activities, and behaviors of your
community—data shows patterns, patterns provide insights
2 // Insights illuminate moments of opportunity to provide the right
types of engagement in the right ways to your community
3 // Enabling moments empowers the ability of community members
to share stories which foster connections and engagement
4 // Delivering relevant, memorable experiences will enable brands to
create greater value by enabling their community to create value
Key takeaways

50. INBOUND15
Thank you!
Robert Michael Murray
twitter.com/rmmageddon
facebook.com/robertmichaelmurray
linkedin.com/in/robertmichaelmurray
robertmichaelmurray.com / matchfire.co