Get Shouty


Fireside stories
March 7, 2016, 5:29 pm
Filed under: Digital Strategy, Experience, Innovation, Service Design

  
Found this useful frame work on the Katie Dreke’s fab tumblr obsessivecompulsive 

  1. Start with conflict. Tolstoy once remarked, “All great literature is one of two stories; a man goes on a journey or a stranger comes to town”—and he knows a thing or two about narrative. Without a change in the status quo, there is no story, so make sure people understand the current situation and why it’s untenable.
  2. Explain your progress thus far. Your team may have been working on this problem for some time, but it will be new to your audience. Show the results from your customer research and competitive analysis; using quotes or images from real people for greater impact.
  3. Propose your grand ambition. Despite the challenges, reassure the audience that there’s reason to hope—and, in fact, a great opportunity for those willing to seize it. Lay out your team’s vision for the future, but then…
  4. Identify the barriers. Create drama by introducing new sources of conflict and explaining what’s stopping the organization from achieving its goals.
  5. Explain how to overcome those barriers. Make the audience the protagonists by explaining why their help is needed. If they feel like they are part of the solution, they will become powerful brand ambassadors for the new changes.
  6. Build excitement as you expose the creative solutions. Unveil your ideas and clearly illustrate how they will get you closer to the big vision.
  7. End smoothly with timing, costs, and next steps. Our last presentation tip now that the story is ending, is to take action. Translate the vision into tactical goals and clear responsibilities so that people can bring it to life.

Super. I’m a gonna use it now….

I was lucky enough to be in the audience at the Google Firestarters gig that Neil Perkin puts on all over the world. Great line up: Faris Yakob (founder Genius Steals), Angela Morris (Exec Planning Director, JWT Australia), Graeme Wood (Head of Strategy, M2M Australia) and a provocation about the intersection of data and creativity.

There was so much great stuff and interestingness. Effective too-it’s really got me thinking about where I think the sweet spots lie in the use of the digital discipline in the role of growing brands and business. 

1. Start with conflict. 

  • Is  digital storytelling content or experience?
  • Where paid media is experiencing 84% avoidance and banners have a 0.06% CTR and 1 in 5 ad block it’s easy to say that the problem lies in the audience- that fantasitc ‘attention span of a goldfish’ 8 second span thing
  • But we’re in a golden age of TV where long form content is king and people will watch an entire 13 hour series in one sitting
  • Gamer’s sessions average over an hour
  • Is it that audiences have less ability to focus, or that they’ve increased their ability to filter?
  • Digital is a more effective cultural medium than an advertising context
  • Our aim should be to get people off the couch
  • The opportunity is to think broader than media property, bigger than passive content consumption and to start to play in culture.

2. Explain progress thus far. 

  • Cultural institutions seem to be leading the way in utilising digital to mean more and grow
  • Museums and art galleries are exploring their reasons to be, to inspire and educate, and be Cathedrals of the Imagination 
  • Have a look at this great stuff: the work of the Culturelabel team, Seb Chan’s extraordinary Pen project for the Smithsonian,  MONA, what’s going on at music festivals….
  • Experiences are being designed to create new audiences, increase desire and attendance, increase dwell times, link the online data, content and curation with the physical world, build communities, and prompt repeat visitation 
  • This is happening as a result of working within the culture of audiences. Understanding their behaviour and seeking to provide experiences that add (not are ads)

3. Propose your grand ambition. 

  • Digital storytelling is creating a narrative in culture, driven by a protagonist on their own hero’s journey.

4. Identify the barriers. 

  • Paid Media magic beans=  easier to buy than build
  • I’ve got a hammer= the answer to everthing is paid media and all problems are solved with attention/engagement/ awareness
  • Over kill and undercooked= using creativity to only make advertising is kind of like using Nuclear Power to heat water to make electricity

5. Explain how to over come the barriers

  • Grown up business cases for innovation
  • Define ambitious outcomes beyond traditional media metrics 
  • Involve decision makers beyond marketing

6. Build excitement as you expose the creative solutions.

  • Working at the C level of an organisation and introducing all kinds of people to new ideas needs a skill set to manage complex stakeholder environments and the ability to both change people’s minds and help them build the skills to champion new ideas. Education is how you sell innovation

7. End smoothly with timing, costs, and next steps. 

  • Start now! Carve out a budget – what can 5% achieve? How about 25%? Write a plan.

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