Acquia Slides

1. THE FUTURE OF
DIGITAL STORYTELLING
SIMON MAINWARING

2. Slides@WeFirstBranding.com

3. DIGITAL DISRUPTION

4. DATA - INTERNET OF THINGS

5. DATA DELUGE

6. MOBILE - SMARTPHONE SALES

8. SOCIAL COMMERCE

9. SOCIAL MEDIA - ONLINE ADULTS’ USAGE

10. CONSUMERS AS CONTENT PRODUCERS

11. SWIFT RESPONSE
“Information technology expands exponentially. Non-information
technology expands linearly.”
- RAY KURZWEIL, AUTHOR/ DIR. OF ENGINEERING, GOOGLE
“Disruption is moving exponentially while companies are
innovating arithmetically.”
- JAY SAMIT, ‘DECODING DISRUPTION’

12. KEY INSIGHTS
You now live in a real-time, social, and
mobile marketing world.
You can reach the exact audience you want
through relevant, real-time, paid content.
You have to take a data-driven, mobile-first
approach to marketing.

13. STORY VS. DATA
Story drives data. Data defines impact.

14. 1. PURPOSEFUL STORYTELLING

15. DIGITAL STORYTELLING
Story transcends technology.
You must define a story worth telling
to be a brand worth sharing.
How well you tell your story determines
how well your customers share your story.

16. BRAND TRUST
Edelman ‘GoodPurpose Report’ 2012

17. EMPLOYEES EXPECTATIONS
Deloitte, ‘Culture of Purpose Study’ 2014
Deloitte, ‘Culture of Purpose Report’ 2013

18. CONSUMER SPENDING
Nielsen, ‘Doing Well
By Doing Good
Report’, 2014

19. Consumers want a better world,
not just better widgets.

20. PURPOSE + STORY
Purpose gives you relevance.
Story is your compass.
Telling drives connection.

21. 1. OWN A FUNDAMENTAL HUMAN PROPERTY

22. 2. DECLARE YOUR MISSION AND VALUES

23. In today’s social business marketplace, brands no longer show our
separation or differentiation, but our connectedness to values.

24. 3. BE SPECIFIC - SUSTAINABILITY

25. Simplicity is compressed complexity.

26. B2C - EXTERNAL ALIGNMENT

27. B2B - EXTERNAL ALIGNMENT

28. UNILEVER - INTERNAL ALIGNMENT

29. COCA-COLA - INTERNAL ALIGNMENT

30. KEY TAKEAWAY
The future of profit is purpose.

31. KEY QUESTION
What is the one fundamental human property
you want your brand to own?

32. 2. COMMUNITY ARCHITECTURE

33. CUSTOMER AS HERO
The first decision of a customer is
do they want to be part of your story.
To inspire participation, the customer
must be the hero of your story.
That story isn’t static but must
evolve and mature.

34. 1. CONSUMERS BUILD BRANDS

35. 2. CO-AUTHOR STORIES

36. 3. CELEBRATE CUSTOMERS

37. CONSUMER-DIRECTED STORYTELLING
BRAND

38. NOT SELF-DIRECTED STORYTELLING
BRAND

39. CELEBRATE EMPLOYEE/CONSUMER SUCCESS
BRAND

40. CONSUMER GOODWILL RETURN
BRAND

41. STORY ARC

42. ENGAGEMENT TACTICS

43. ENGAGEMENT UPGRADES

44. UPGRADE AND REWARD ENGAGEMENT

45. ENGAGEMENT UPGRADES

46. MODULATE STORY

47. ELITE VS. EVERYDAY ATHLETES

48. KEY TAKEAWAY
A brand must be the chief celebrant,
not celebrity, of its customer community.

49. KEY QUESTION
What customer benefit will your digital marketing celebrate?

50. 3. CULTURAL LEADERSHIP

51. The goal is to transcend your products,
service, and category to positively shape culture.

52. CAPTIVATE. EDUCATE. MOTIVATE. INSPIRE.

53. ARE WE CONSUMING TOO MUCH?

54. CAN WE MAKE THINGS FAIRER?

55. CAN WE HELP MORE PEOPLE?

56. CAN WE TREAT THE PLANET BETTER?

57. CAN WE LEARN IN NEW WAYS?

58. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION
CVS Health launches national quit smoking
platform and campaign.
Intel CEO challenges entire industry to
become ‘conflict free.’

59. Find the why that’s bigger than your company
and you’ll find the way to lead the future.

61. Stories write our future.

62. THANK YOU, ACQUIA.
Slides@WeFirstBranding.com
Email: Simon@WeFirstBranding.com
Website: www.WeFirstBranding.com