1.
STORYTELLING IN THE DIGITAL WORLD
! Carla Paschke
Co-Founder, Sandbox
!
@carlapaschke @sandbox_digital

2.
• Founded two companies
• Cheered on the sidelines & kept dinner warm through
the journeys of four other start-ups as a wife
• Coached B2C & B2B brands big and small inside their
walls and on behalf of an agency for the last decade
“I get it.”

3.
WHY STORIES? THE SCIENTIFIC ANSWER.

4.
When processing facts,
two areas of the brain are
activated: Broca’s and
Wernicke’s areas.
!
A well-told story can engage
those areas
PLUS many
additional areas
like the motor cortex, sensory
cortex, & frontal cortex.

5.
The human brain does not
distinguish between reading
or hearing a story and
experiencing it in real life. The
same neurological
regions are
activated.
!
The brain doesn’t look like
that of a spectator; it looks
like that of a
participant.
!

6.
Stories change our
behaviors
by actually
changing our
brain chemistry.

7.
The brain releases
dopamine into the
system when it
experiences an
emotionally-charged
event, making it
easier to
remember and
with greater
accuracy.

8.
Studies show that we
spend about half of our
waking hours,
1/3 of our lives
daydreaming.
!
We have about 2,000
of these a day, with an
average duration of
fourteen seconds.

9.
When absorbed in a
good story, we
experience
approximately zero
daydreams per hour.

10.
WHAT DOES THIS MEAN FOR
MARKETING?

11.
59% of marketing professionals planned
to increase content marketing efforts in
2014.
!
(eMarketer, January 2014)

12.
Every status update, image, blog
post, ebook, and tool
that is created in the name of
content marketing is
competing with every other
person, status update,
question, conversation, video,
or song
that your audience is exposed to every day.

13.
!
!
“This is the bar your content has to clear
on social:
‘Are you more interesting
to me than my wife?’”
!
~ Jay Baer

14.
5% of students cited a statistic, but 63% remembered the story.

15.
“Even though this is B2B, everyone likes a
good story, and everybody likes to laugh.”
~Jennifer Anaya, VP of Marketing for North America
Ingram Micro

16.
WHAT MAKES A GOOD STORY?

17.
1.Succinct Beginning
2.Authentic Protagonist
3.Relatable Problem
4.Emotive Conclusion

18.
Data can convince the mind,
but you need a story
framing that data
to reach people’s emotions and
make them truly believe.

19.
People don’t buy what you do,
they buy why you do it.
Why you do what you do, Why you take on the clients you do, and Why you’re
proud of your work.

20.
Take 2 Minutes to Understand Your WHY
My name is _________, I love
_________ but was fed up with _________.
So I created _________ that _________.
!
~The Rebel Yell Statement, Kevin Rogers

21.
WHY Leads to WHATS: Brands Have More Than One Story
1. Different personas
2. Unusual differentiators
3. Different vertical markets
4. Challenge preconceptions

22.
The HOW: Storytelling is platform / medium agnostic.

23.
7 WAYS TO TRANSFORM DIGITAL
STORYTELLING

24.
GROUND YOUR STORY
IN INSIGHTS
#1

25.
DEEPEN STORYTELLING
VIA VIDEO
#2

26.
Videos Increase People’s
Understanding Of Your
Product Or Service by
74%
!
90% Of Users Say That
Seeing A Video About A
Product Is Helpful In
The Decision Process

27.
YouTube Is The Number
Two Search Engine In The
World
50% Of Users Watch
Business Related Videos
On YouTube Once A Week
75% Of Users Visit The
Marketer’s Website After
Viewing A Video

28.
!
!
75% Of Executives Watch
Work-Related Videos On
Business Websites At Least
Once A Week

29.
Click-Through Rates Increase
2-3 Times When Marketers
Include A Video In An Email
!
Just Putting the word video
in the Subject Line Sharply
Increases Open Rates

30.
Orabrush
Video Budget: $500
!
Concept:
Bad Breath Test video promoting their
tongue cleaner
!
Results:
40M+ views
340K+ Facebook fans
5K+ Twitter followers
Carried in major drugstore chains

31.
Dollar Shave Club
!
Video Budget:
$4,500
!
Results:
9.5M Views
23K Twitter Followers
76K Facebook Fans
12K New Customers
in 2 days.

32.
45% Of Viewers Will Stop
Watching A Video After
1 Minute & 60% By 2
Minutes

33.
Video doesn’t have to blow your budget.

34.
DISTILL HIGHLY TECHNICAL INFO
INTO EASY TO UNDERSTAND BITES
!
#3

35.
VIDEO GUIDES INFOGRAPHICS

36.
The average person is exposed to 174
newspapers full of
information every day.
!
99% of all sensory information is filtered
out by the brain almost immediately. Only
1% of information actually
gets through to the brain…
infographics are in this 1%.
!
Publishers who use infographics grow in
traffic an average of 12% more
than those that don’t.

37.
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