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Responsive storytelling



            CMW Working Breakfast
            @amayfield
            @bethgranter
            @brilliantnoise
            brilliantnoise.com
Like 75% of people
who have read
Thinking Fast & Slow...
People
Responsive
               Systems
storytelling
               Culture
NUMBERS
   +
STORIES
BIG DATA
         +
     CONTENT
         +
CUSTOMER EXPERIENCE
Storytelling
        can
     SCALE




    PDR (cc) http://goo.gl/CEs8e
Customer first
Earned attention
Transformative digital
Customer decision journey


                  Consider




        Advocate

            Bond                                                       Evaluate

            Enjoy

                Buy




Mckinsey & Co’s Consumer Decision Journey Model   Model first published Harvard Business Review
CMWLondon breakfast briefing - Responsive Storytelling
Right people
in the room
Teams
Roles & responsibilities

                                                                                Analytics
                                               UX


                        Project                                   Ethnography               Reporting
                        manager
  DESIGN
                                                                                Listening       REPORT
      Strategist


                                   Content
                                  strategist




                                                        PUBLISH
     CREATE
                     Web dev                                              SEO




                                                              Online PR
                                               Editor
           Journalist

                                                                          Community
                                                                           manager
                   Journalist
Pilot
& scale
Having
creative /
editorial and
data analysts
on the same
team.
Big data
+ big storytelling
It was the quants
   what won it.
"...they used their
databases to tell stories.
Or, more to the point, their
databases and models
were used so that
Americans could tell
stories to each other."


                   Felix Salmon http://goo.gl/GxfMp
“Joined-up data that
       enables you to
       understand which
       stories to tell to who,
       and how and when
       they should be told.
       That's the future of
       marketing, right
       there.”

Neil Perkin http://goo.gl/B6Mah
CMWLondon breakfast briefing - Responsive Storytelling
Content Supply Chain
Customer Centric Planning

                    Consider   Evaluate        Buy   Bond   Advocate

    Search Engine    1         3



    Brand website                              7     8



 Price Comparison                  4       6



     Social Media        2             5                    9   10
Responsive
storytelling
- Stories come from
  everywhere

- And can live
  everywhere

- Responsive
  storytelling




                      http://storystream.it
cayman.porsche.com

awardseason.gettyimages.com

launchstory.brilliantnoise.com
People
Responsive
               Systems
storytelling
               Culture
There’s a
white
paper


            http://goo.gl/7uT1x
@amayfield

Ta-dah!   @bethgranter

          @brilliantnoise

          brilliantnoise.com

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CMWLondon breakfast briefing - Responsive Storytelling