Lynne d Johnson

 

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09.04.13 01:14 PM

Digital Storytelling For Brands

I presented "Digital Storytelling For Brands" at Brand Camp University during Internet Week in New York.

I spoke more about an approach to digital storytelling, instead of exactly how to do it. Key points of focus of this presentation included what makes for a good story, what is the framework for developing a story, and understanding your brand. Flip through the deck to see the highlights, as well as the accompanying video of my talk below. (More on brand reputation and brand promise in "Developing Your Online Presence In Social Media," which should have been called "Developing Your Digital Brand.")

Here's the video of my talk that accompanies the deck above.

Overall, I'm not always as interested in the tactics as I am in the research and insights that go into developing the strategy. To me, that's the hardest part. For strategy, I start with 3 of the Ws, the who, the what, the why and the how and the when are all part of the tactical plan.

Brands and individuals looking to get their stories heard, must first start with understanding their audiences (their passions and their pain points -- and most importantly how they use technology and digital media). After making some inferences based on data and research, it's on to understanding why you want to tell this story or communicate this message. In other words, what are the goals you're trying to achieve?

Now let's dig deeper into the what. You know you want to tell a story about you, or a story about your company, but based on what you now know about your audience and your goals (and your competitors and the industry overall) what aspect of your story is going to resonate.

What is your strategy? Story = Strategy in this scenario. (More on that in the next post on "Developing an Engagement Framework") What is that differentiating factor that will make you or your brand stand out from the pack?

Once you have the first three questions fully answered, it becomes a lot easier to work on the how and when and where. That will be your content strategy. Your data gathering should have gotten you to the point where you can determine whether you need to develop a creative campaign, start a blog (or change your blog strategy), make some infographics, start a pinterest, etc.

More on that later as well. My next two posts will focus on "Developing an Engagement Framework" and "An Approach To Digital Strategy."

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