THE FUTURE OF DIGITAL STORYTELLING SIMON MAINWARING
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THE FUTURE OF DIGITAL STORYTELLING
SIMON MAINWARING
DIGITAL DISRUPTION
DATA - INTERNET OF THINGS
DATA DELUGE
MOBILE - SMARTPHONE SALES
SOCIAL COMMERCE
SOCIAL MEDIA - ONLINE ADULTS’ USAGE
CONSUMERS AS CONTENT PRODUCERS
“Disruption is moving exponentially while companies are
innovating arithmetically.”
- JAY SAMIT, ‘DECODING DISRUPTION’
“Information technology expands exponentially. Non-
information technology expands linearly.”
- RAY KURZWEIL, AUTHOR/ DIR. OF ENGINEERING, GOOGLE
SWIFT RESPONSE
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.
KEY INSIGHTS
STORY VS. DATA
Story drives data. Data defines impact.
1. PURPOSEFUL 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.
DIGITAL STORYTELLING
Edelman ‘GoodPurpose Report’ 2012
BRAND TRUST
EMPLOYEES EXPECTATIONS
Deloitte, ‘Culture of Purpose Study’ 2014Deloitte, ‘Culture of Purpose Report’ 2013
CONSUMER SPENDING
Nielsen, ‘Doing Well
By Doing Good
Report’, 2014
Consumers want a better world, not just better widgets.
Purpose gives you relevance.
Story is your compass.
Telling drives connection.
PURPOSE + STORY
1. OWN A FUNDAMENTAL HUMAN PROPERTY
2. DECLARE YOUR MISSION AND VALUES
In today’s social business marketplace, brands no longer show our separation or differentiation, but our connectedness to values.
3. BE SPECIFIC - SUSTAINABILITY
Simplicity is compressed complexity.
B2C - EXTERNAL ALIGNMENT
B2B - EXTERNAL ALIGNMENT
UNILEVER - INTERNAL ALIGNMENT
COCA-COLA - INTERNAL ALIGNMENT
KEY TAKEAWAY The future of profit is purpose.
KEY QUESTION What is the one fundamental human property
you want your brand to own?
2. COMMUNITY ARCHITECTURE
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.
CUSTOMER AS HERO
1. CONSUMERS BUILD BRANDS
2. CO-AUTHOR STORIES
3. CELEBRATE CUSTOMERS
CONSUMER-DIRECTED STORYTELLING
BRAND
NOT SELF-DIRECTED STORYTELLING
BRAND
CELEBRATE EMPLOYEE/CONSUMER SUCCESS
BRAND
CONSUMER GOODWILL RETURN
BRAND
STORY ARC
ENGAGEMENT TACTICS
ENGAGEMENT UPGRADES
UPGRADE AND REWARD ENGAGEMENT
ENGAGEMENT UPGRADES
MODULATE STORY
ELITE VS. EVERYDAY ATHLETES
KEY TAKEAWAY A brand must be the chief celebrant,
not celebrity, of its customer community.
KEY QUESTION What customer benefit will your digital marketing celebrate?
3. CULTURAL LEADERSHIP
The goal is to transcend your products,
service, and category to positively shape culture.
CAPTIVATE. EDUCATE. MOTIVATE. INSPIRE.
ARE WE CONSUMING TOO MUCH?
CAN WE MAKE THINGS FAIRER?
CAN WE HELP MORE PEOPLE?
CAN WE TREAT THE PLANET BETTER?
CAN WE LEARN IN NEW WAYS?
THE EVOLUTION OF REVOLUTION IS CONTRIBUTION
CVS Health launches national quit smoking
platform and campaign.
Intel CEO challenges entire industry to
become ‘conflict free.’
Find the why that’s bigger than your company
and you’ll find the way to lead the future.
Stories write our future.
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