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Acquia Slides

Acquia Slides

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Acquia Slides

  1. 1. THE FUTURE OF DIGITAL STORYTELLING SIMON MAINWARING
  2. 2. Slides@WeFirstBranding.com
  3. 3. DIGITAL DISRUPTION
  4. 4. DATA - INTERNET OF THINGS
  5. 5. DATA DELUGE
  6. 6. MOBILE - SMARTPHONE SALES
  7. 7. SOCIAL COMMERCE
  8. 8. SOCIAL MEDIA - ONLINE ADULTS’ USAGE
  9. 9. CONSUMERS AS CONTENT PRODUCERS
  10. 10. 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’
  11. 11. 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.
  12. 12. STORY VS. DATA Story drives data. Data defines impact.
  13. 13. 1. PURPOSEFUL STORYTELLING
  14. 14. 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.
  15. 15. BRAND TRUST Edelman ‘GoodPurpose Report’ 2012
  16. 16. EMPLOYEES EXPECTATIONS Deloitte, ‘Culture of Purpose Study’ 2014 Deloitte, ‘Culture of Purpose Report’ 2013
  17. 17. CONSUMER SPENDING Nielsen, ‘Doing Well By Doing Good Report’, 2014
  18. 18. Consumers want a better world, not just better widgets.
  19. 19. PURPOSE + STORY Purpose gives you relevance. Story is your compass. Telling drives connection.
  20. 20. 1. OWN A FUNDAMENTAL HUMAN PROPERTY
  21. 21. 2. DECLARE YOUR MISSION AND VALUES
  22. 22. In today’s social business marketplace, brands no longer show our separation or differentiation, but our connectedness to values.
  23. 23. 3. BE SPECIFIC - SUSTAINABILITY
  24. 24. Simplicity is compressed complexity.
  25. 25. B2C - EXTERNAL ALIGNMENT
  26. 26. B2B - EXTERNAL ALIGNMENT
  27. 27. UNILEVER - INTERNAL ALIGNMENT
  28. 28. COCA-COLA - INTERNAL ALIGNMENT
  29. 29. KEY TAKEAWAY The future of profit is purpose.
  30. 30. KEY QUESTION What is the one fundamental human property you want your brand to own?
  31. 31. 2. COMMUNITY ARCHITECTURE
  32. 32. 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.
  33. 33. 1. CONSUMERS BUILD BRANDS
  34. 34. 2. CO-AUTHOR STORIES
  35. 35. 3. CELEBRATE CUSTOMERS
  36. 36. CONSUMER-DIRECTED STORYTELLING BRAND
  37. 37. NOT SELF-DIRECTED STORYTELLING BRAND
  38. 38. CELEBRATE EMPLOYEE/CONSUMER SUCCESS BRAND
  39. 39. CONSUMER GOODWILL RETURN BRAND
  40. 40. STORY ARC
  41. 41. ENGAGEMENT TACTICS
  42. 42. ENGAGEMENT UPGRADES
  43. 43. UPGRADE AND REWARD ENGAGEMENT
  44. 44. ENGAGEMENT UPGRADES
  45. 45. MODULATE STORY
  46. 46. ELITE VS. EVERYDAY ATHLETES
  47. 47. KEY TAKEAWAY A brand must be the chief celebrant, not celebrity, of its customer community.
  48. 48. KEY QUESTION What customer benefit will your digital marketing celebrate?
  49. 49. 3. CULTURAL LEADERSHIP
  50. 50. The goal is to transcend your products, service, and category to positively shape culture.
  51. 51. CAPTIVATE. EDUCATE. MOTIVATE. INSPIRE.
  52. 52. ARE WE CONSUMING TOO MUCH?
  53. 53. CAN WE MAKE THINGS FAIRER?
  54. 54. CAN WE HELP MORE PEOPLE?
  55. 55. CAN WE TREAT THE PLANET BETTER?
  56. 56. CAN WE LEARN IN NEW WAYS?
  57. 57. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION CVS Health launches national quit smoking platform and campaign. Intel CEO challenges entire industry to become ‘conflict free.’
  58. 58. Find the why that’s bigger than your company and you’ll find the way to lead the future.
  59. 59. Stories write our future.
  60. 60. THANK YOU, ACQUIA. Slides@WeFirstBranding.com Email: Simon@WeFirstBranding.com Website: www.WeFirstBranding.com

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