CMWLondon breakfast briefing - Responsive Storytelling
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Responsive storytelling CMW Working Breakfast @amayfield @bethgranter @brilliantnoise brilliantnoise.com
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Transcript of CMWLondon breakfast briefing - Responsive Storytelling
Like 75% of people who have readThinking Fast & Slow...
People
Systems
Culture
Responsive storytelling
NUMBERS+
STORIES
BIG DATA +
CONTENT +
CUSTOMER EXPERIENCE
Customer first
Earned attention
Transformative digital
Model first published Harvard Business Review
Customer decision journey
Mckinsey & Co’s Consumer Decision Journey Model
Bond
Advocate
Enjoy
Buy
Evaluate
Consider
Right people in the room
Teams
Journalist
Journalist
Content strategist
Strategist
Project manager
Editor
UXAnalytics
Reporting
Listening
Ethnography
Online PR
SEOWeb dev
Community manager
REPORT
PUBLISHCREATE
DESIGN
Roles & responsibilities
Pilot & scale
Having creative / editorial and data analysts on the same team.
Big data + big storytelling
It was the quants what won it.
"...they used their databases to tell stories. Or, more to the point, their databases and models were used so that Americans could tell stories to each other."
Felix Salmon http://goo.gl/GxfMp
“Joined-up data that enables you to understand which stories to tell to who, and how and when they should be told. That's the future of marketing, right there.”
Neil Perkin http://goo.gl/B6Mah
Content Supply Chain
Customer Centric Planning
Search Engine
Brand website
Price Comparison
Social Media
1 3
64
52
7 8
9 10
Consider Evaluate Buy Bond Advocate
- Stories come from everywhere
- And can live everywhere
- Responsive storytelling
Responsive storytelling
http://storystream.it
cayman.porsche.com
awardseason.gettyimages.com
launchstory.brilliantnoise.com
People
Systems
Culture
Responsive storytelling
Ta-dah! @amayfield
@bethgranter
@brilliantnoise
brilliantnoise.com
