HOW TO BECOME A STRONGER STORYTELLER

SPEAKERS

Stephanie CastilloVisually

Marketing Manager@StephanieIvania

Jose GallegosTINT

Community Strategist

About Visually

About TINT

TINT is a platform that allows you to collect, moderate, and display social media content onto any screen.

Trusted by over +45,000 brands in 170 countries.

Where your content and community comes together.

AGENDA

• Brief History of Storytelling

• The Science of Storytelling

• Challenges in 2016

• Storytelling Strategies

• Q & A

• Amazon Giftcard Giveaway

Can marketers be storytellers?

How do you separate storytellers from content producers?

Source: Salesforce

STORYTELLING AS A BUZZWORD

Unpacking the buzz

● Snackable content, ROI, growth hacking, storytelling

● Trend or evergreen?● Stories are agents of

change

HISTORY OF STORYTELLING AND

WHAT WE CAN LEARN

Once upon a time...

The earliest form of storytelling that has

been discovered is from the caves in

the Pyrenees Mountains in France

dating between 15000-13000 BC

source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/

Evolution of Storytelling

source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/

Storytellers

source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/

What can we learn from our Ancestors?

source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/

● Storytelling is an evolutionary mechanism that helped keep our ancestors alive.The theory is that if I tell you a story about how to survive, you’ll be more likely to actually survive than if I just give you facts.

● A narrative works off of both data and emotions, which is significantly more effective in engaging a listener than data alone.

THE SCIENCE OF STORYTELLING

The Science of Storytelling

• Cognitive Load Theory explains that our minds can easily become overloaded if required to process too much complex information.

• Once our brains reach capacity, information passes through our minds, but does not stick.

source: http://www.ethos3.com/2015/01/how-to-minimize-the-extraneous-load-of-your-presentations/

Data Vs Stories

source: http://www.slideshare.net/acdowd/bba-present-anpd2015

WHY WE NEED TO TELL BETTER

STORIES

Content Engagement

Across 2013 and 2014 the output of content per brand increased by 78%, but content engagement decreased by 60%

Source: TrackMaven

Did you know…

The average human attention

span in 2000 was 12 seconds,

and by 2013 it was 8 seconds.

That puts us one second shorter

than a goldfish.

Ad-blocking

In 2015, U.S. adblocking

grew by 48% to reach 45

million active users. Of those surveyed not currently using

ad-blocking, 41% say they would

consider using the tool if the quantity of

ads typically increased

Source: PaigeFair and Adobe

Consumer Preferences

56% of U.S. consumers said the number of brands they consider for a given product or service has increased significantly over the past 10 years

Source: Accenture

Attention Spans + Competitive Market + New Media

Challenges in 2016

HOW DO YOU TELL BETTER STORIES?

“Storytelling -- is joke telling. It's knowing your punchline, your ending, knowing that everything you're saying, from the first sentence to the last, is leading to a singular goal, and ideally confirming some truth that deepens our understandings of who we are as human beings.”

- Andrew Stanton, Pixar

The Journey

The hero’s journey is the common template successful movies have followed and can help your brand become a rockstar

Crafting the Story

● 3 act structure● Setting & Characters: Your brand

and value prop / others in your space● Problem: Audience pain points● Rising action: How does your brand

fit in?● Climax: The solution● Falling action: Next steps● Denouement: Advocacy

Does your brief measure up?

Need help finding your story?

Buzzfeed’s Emotional Appeals

Online Storytelling

WHAT GOOD STORYTELLING

LOOKS LIKE

Art.com

● Snackable videos on its

Facebook page

● DIY and home decor

projects

● Priming customers for next

purchase (and getting

likes!)

Survey Monkey

• Explainer video

• Simple and easy to

understand

• Shows depth of the

product and use cases

NEW TRENDS

Interactive Storytelling

● Data analysis, web

design, journalism

● Audience participation

● Sponsored posts

Bringing Offline Stories Online

● The rise of UGC

● Let your audience tell your brand story

● Authenticity is Key

TAKE-AWAYS

Closing Thoughts

• Storytelling make data resonate

• A powerful story should be the backbone of brand’s overarching message

• Action items: Listen, digest, and share

Source: Treprep

Q&A

AMAZON GIFTCARD GIVEAWAY

THANK YOU!

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