Sebastian Hejnowski: The art of storytelling in a digital world
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Transcript of Sebastian Hejnowski: The art of storytelling in a digital world
Discovering you story 1. Your story landscape
KILLER QUESTIONS
1. What is your strategic business objective?
2. Describe your operating environment?
3. What is your communication objective?
4. Who are you targeting?
5. What is the competition doing?
Discovering your story 3. Your story
Defining THE STORY YOU need to TELL
Discovering your story 4. Understanding your audience
WHO are they?
WHERE are they?
WHAT are they talking about?
What are they SAYING about you?
Who do they LISTEN to?
ONLINE INSIGHT
Discovering your story 4. Understanding your audience
Dynamic storytelling 1. Plan
editorial councilThink like a
PUBLISHER
PLANIMPROVISERESPOND
The Story Engagement Blueprint
Dynamic storytelling 1. Plan
Across paid, owned and earned media
IMPROVISE own the
moment
Dynamic storytelling 2. Improvise
Reactive Content: Amstel Bier ‘Boston Bruin Bar Tab’
Creative storytelling 1. Transmedia creative
PAID
EARNED
OWNED
Rules of contagious content:It MUST be • purposeful• insightful• easy to engage with • entertaining, rewarding or
informative
It SHOULD • leverage themes and trends
• unify• play on emotion
Creative storytelling 2. 7 Rules of contagious content
Contagious Content: Oreos ‘Seasonal Celebrations’
5. Virality
4. Engagement
1. Impressions
3. Click-through
2. Volume
% of total audience/fan base and reach
total aggregate shares & likes
reach
transmedia transfer efficiency)
the number of conversations created/infiltrated
Sentiment PRE Sentiment POST Net REPUTATION
score