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It's 2014 and there is no question that visual storytelling is an important tool in every marketer's tool belt. However, how to swiftly produce consistent, cost-effective and beautiful work is a lot less obvious. To arm you with the methods, resources and workflows you need to win at visual storytelling, we've asked marketer and data visualization pioneer Leslie Bradshaw to share her playbook. In her own words the session will deliver: Less hype. More do.
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STEP TWO@LeslieBradshaw ||#StepTwo || #INBOUND14
(i.e., how to actually do it)
visual storytelling’s
howdy :)
I am the Managing Partner of their NYC office & head up marcom globally
I am the Managing Partner of their NYC office & head up marcom globally
In my career, I’ve helped pioneer visual storytelling efforts on behalf of some awesome brands
AGENDA
(Latin: “Things fit to be done”)AGE ND A
The underpant stealing gnome dilemma.
Your romantic relationship with visual storytelling.
The production of visual storytelling dilemma.
The nitty gritty of visual storytelling. All 12 gritty steps.
Post script: what makes a visual storytelling team tick.
The underpant stealing gnome dilemma.
Your romantic relationship with visual storytelling.
The production of visual storytelling dilemma.
The nitty gritty of visual storytelling. All 12 gritty steps.
Post script: what makes a visual storytelling team tick.
The underpant stealing gnome dilemma.
Your romantic relationship with visual storytelling.
The production of visual storytelling dilemma.
The nitty gritty of visual storytelling. All 12 gritty steps.
Post script: what makes a visual storytelling team tick.
The underpant stealing gnome dilemma.
Your romantic relationship with visual storytelling.
The production of visual storytelling dilemma.
The nitty gritty of visual storytelling. All 12 gritty steps.
Post script: what makes a visual storytelling team tick.
The underpant stealing gnome dilemma.
Your romantic relationship with visual storytelling.
The production of visual storytelling dilemma.
The nitty gritty of visual storytelling. All 12 gritty steps.
Post script: what makes a visual storytelling team tick.
UNDERPANTS !
GNOMES !
ROMANCE !
GRIT
#STEPTWO
STEP ONE:collect underpants
STEP TWO:
STEP THREE:profit.
STEP ONE:decide to use
visual storytelling
STEP TWO:
STEP THREE:profit.
THE ROMANCE
THE FLIRTATION…
you “like” and “share” visual content from other brands
THE FLIRTATION…
you “like” and “share” visual content from other brands
THE SEDUCTION…
everyone is doing it! they look so successful!
THE HEARTBREAK…
producing good work is hard
time
budget
THE HEARTBREAK…
producing good work is hard
time coordinating stakeholders externalities
approvalsdata = weak story = weak
trust = weak
overly branded
budget
THE HEARTBREAK…
producing good work is hard and it doesn’t always work out
budget
lost in translation
coordinating stakeholders externalities
beat to the punch
timing just “off ”
approvals
time overplayed tactic
data = weak
design = weak
story = weak
trust = weak
overly branded
no ROI
THE NITTY GRITTY
1. Customer Research
2. Identify Opportunities
3. Test Propositions (Repeat 1 - 3)
4. Supplementary Research
Get out in the field. Ask open-ended questions.
OBSERVE real behaviors.
Distill your findings. Extract out the opportunities. Let the data speak for itself.
Start with sketches + small batches. Don’t blow your budget on one BIG idea.
Do you have all the data you need to make a sound
argument? No? Go fish.
5. Analysis6. Creative Brief
Development7. Sketch /
Wireframes8. Copywriting
Combine what you know + what you’ve learned. Be ruthless RE: cutting fat.
Combine goals, mandatory elements, dimensions,
sketches.
Don’t be afraid of pen and paper. Or Balsamiq.
Everyone should contribute.
Respect a designer’s time by buttoning up the copy and
nailing character count.
9. Moodboards & Styleframes
10. Combine Design + Copy
11. Edit12. Release, Refine,
ReuseExplore styles through
mood boards (Pinterest!) and rough color mock ups.
Sort of like folding the dry ingredients into the egg mixture. Taste the batter!
Get a fresh set of eyes on all aspects of the asset.
Release and monitor performance. Templatize and watermelon smash.
PLAN THE WORK, WORK THE PLANPH
ASE
1PH
ASE
2PH
ASE
3
PHASE 1
over opinionevidence
over opinionover your goals
evidence customer
over opinionover your goals
over tatical enthusiasm
evidence customerstrategy
1. CUSTOMER RESEARCH
Flickr : darronb
2. IDENTIFY OPPORTUNITIES
Flickr : nathangibbs
3. TEST PROPOSITIONS
my pic :-)
4. SUPPLEMENTARY RESEARCH
Flickr : jacobgutierrezflores
over BDUFsmall batches
PHASE 2
over BDUFsmall batches
over BDUFover table tennis
small batchesco-design
over BDUFover table tennis
small batchesco-design
over “creatives”T.E.A.M.
5. ANALYSIS
Flickr : internetarchivebookimages
6. CREATIVE BRIEF
my doc :-)
7. SKETCH / WIREFRAME
Flickr : baldiri
team’s rough sketches
turned into this…
8. COPYWRITING PRECISION
Flickr : mamchenkov
over finitudecontinuous improvement
PHASE 3
over finitudecontinuous improvement
over finitudeover marketing fluff
continuous improvement real value
over finitudeover marketing fluff
over profit
continuous improvement real value
trust
9. MOODBOARDS & STYLEFRAMES
Pinterest: Tiffany Farrant Gonzalez Mark Kulakoff Jehoaddan Kulakoff
10. COMBINE DESIGN + COPY
Flickr : benward
11. EDIT WITH FRESH EYES
Flickr : nics_events
12. RELEASE, REFINE, REUSE
Flickr : joeybls
Concept: @jchernov
reso
urce
s
time
Video eBook
reso
urce
s
time
Styleframes = Snackables for Social
Animatics = Gifs
Vector Images = Template Building Blocks
Script = Blog Posts
Video eBook
Thesis
Evidence
Authors
Graphics
FINAL ADMISSIONS
Respecting the process is key.
Used to sell it, still believe in it. Most of the time.
The second step is always hard.
Respecting the process is key.
Used to sell it, still believe in it. Most of the time.
The second step is always hard.
Respecting the process is key.
Used to sell it, still believe in it. Most of the time.
The second step is always hard.
SPECIAL THANKS
@TheTraceyCarl @Kyle_Musgrave
@marklemunyon
@alixmcalpine @olsonchr @RobynCantTweet
@tiffanyfarrant @ripetungi
@supnah @ChristianJDay
@ripetungi
@jennykarn
@jchernov
@nishachittal
@michael_hendrix
@theEABrown
@sarahEhill
@kulakoff
@JehoaddanK
POST SCRIPT: WHAT MAKES YOUR
TEAM TICK? !
WHAT TICKS YOUR TEAM OFF?
“…the client allows us to experiment and trusts our vision without injecting heavy-handed branding or logos.”
!
!
!
- @alixmcalpine creative, BuzzFeed
I LOVE IT WHEN…
“… the client knows exactly how the content will be used, and then repurposed.” !
- @supnah content strategist, BitTorrent
I LOVE IT WHEN…
“…the client fully shares the brand with me. Not just a brand guide, but the raison d’être… it’s a lot more genuine if we're telling the story of the company as well [as the product].”
- @olsonchr content strategist
I LOVE IT WHEN…
“… the client hands over the all the data, and says: ‘we think this is the story, but would like for you to help us refine / find it’.” !
!
- @ripetungi information designer
I LOVE IT WHEN…
“Good content should deliver on both business needs and user needs. It's easy for clients and agency folks to keep the business needs in mind, but fighting for value for the end user can be difficult at times.” !
- @Kyle_Musgrave content strategist, Havas Worldwide
"The hardest parts of a visual storytelling project are all at the beginning, when your focus is on crafting strong content before even beginning the visual work.” !
- @michael_hendrix strategist, US Chamber of Commerce Foundation
“It's easy to get excited about the data set and to want to share everything you have. But there's a real art in cutting the fluff to reveal the singular message you want to get across.” !
!
- @jennykarn co-founder, Beutler Ink
“Sketches are the key to happiness, smooth approvals and sunshine all around. !
One of our designers sketches things by hand with pencil to paper and I love that we have a tangible product on our side to hold on to after a project is completed.” !
- @alixmcalpine creative, BuzzFeed
“… the client is married to one visual solution instead of being open to letting the designer explore ideas.”
!
!
!
- @RobynCantTweet art director, Beutler Ink
I HATE IT WHEN…
I HATE IT WHEN…“… the client gives piecemeal feedback and copy updates round after round after round, when … we could have received the feedback in one complete round — our time is as valuable as theirs!” !
- @ChristianJDay creative director, Knight Studios
“… the client doesn't have a clear objective for telling the story in the first place. Why will your audience find this story of value? Who is the audience you are telling this story to?”
!
- @TheTraceyCarl content strategist
I HATE IT WHEN…
“…the client judges the world through a camera instead of their eyes.”
!
!
- @theEABrown strategist
I HATE IT WHEN…
“… my boss asks for the impossible, or asks for sky high conceptual ideas without understanding the executional realities.”
!
!
!
- @nishachittal strategist, msnbc
I HATE IT WHEN…
I HATE IT WHEN…
“… the client shoehorns their marketing objectives into the story.” !
!
!
- @marklemunyon client manager, NOBODY
“… decides the creative strategy before proper research and team brainstorming.” !
!
- @sarahEhill content strategist
I HATE IT WHEN…
“… I am told I only have a width of 600px to work with.” !
!
!
- @tiffanyfarrant information designer
I HATE IT WHEN…
I HATE IT WHEN…
“… the client starts with the visual, before allowing the data to reveal the story it wants to tell.”
- @ripetungi information designer
I HATE IT WHEN…
“… the client is certain they want to say X very emphatically, but is pretty sure X is not actually true or that any evidence exists for it.”
- @supnah content strategist, BitTorrent
