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© 2019 Lyons Consulting Group, a Capgemini Company©2019 All rights reserved.
CONNECTED
STORYTELLING
Connected Storytelli...
3
© 2019 Lyons Consulting Group, a Capgemini Company
PRESENTER
MIKE DAVIDSON
Executive Creative Director
LYONSCG / CAPGEMI...
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© 2019 Lyons Consulting Group, a Capgemini Company
CLIENT SERVICES EXPERIENCE DESIGN APPLICATION HOSTING DIGITAL MARKETI...
5
© 2019 Lyons Consulting Group, a Capgemini Company
EVERY BRAND HAS A STORY TO TELL
How do you tell stories in a meaningf...
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© 2019 Lyons Consulting Group, a Capgemini Company
MARKETING CHANNELS
EmailSocial PPCSearch
TAILORED EXPERIENCES
BlogLoo...
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© 2019 Lyons Consulting Group, a Capgemini Company
Outcomes
WHY
CONNCTED
STORYTELLIN
G?
 Increase Search Visibility
 B...
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© 2019 Lyons Consulting Group, a Capgemini Company
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© 2019 Lyons Consulting Group, a Capgemini Company
[Photo: Tim Davis/Patagonia]
MISSION
Patagonia is in business
to save...
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© 2019 Lyons Consulting Group, a Capgemini Company
Patagonia Content Templates
Product LineActivity Browse with
Enhance...
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© 2019 Lyons Consulting Group, a Capgemini Company
X
Guided Selling
Product Video
Email: Hydro Series Home Category Bro...
12
© 2019 Lyons Consulting Group, a Capgemini Company
Activity - Product Line: Surf
Activism / ProductsFeatured Product Li...
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© 2019 Lyons Consulting Group, a Capgemini Company
Email: Hydro Series Product Line
Product Line Browse
Product Detail
...
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© 2019 Lyons Consulting Group, a Capgemini Company
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© 2019 Lyons Consulting Group, a Capgemini Company
Home
Product Line Browse
Product Detail
Shop Flow Journey
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© 2019 Lyons Consulting Group, a Capgemini Company
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© 2019 Lyons Consulting Group, a Capgemini Company
Product Detail Page
Email
Landing Pages
Swimming Suit Creator
Social...
20
© 2019 Lyons Consulting Group, a Capgemini Company
#1 Connect marketing to relevant commerce
points
to reduce bounce ra...
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© 2019 Lyons Consulting Group, a Capgemini Company
TIPS / QA
 Explore your content
design templates
 Map the journeys...
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© 2019 Lyons Consulting Group, a Capgemini Company
CONTENT STRATEGY
MISSION
CONTENT DESIGN
SYSTEM
PEOPLE
+ TOOLS
Collab...
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© 2019 Lyons Consulting Group, a Capgemini Company
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© 2019 Lyons Consulting Group, a Capgemini Company
Email Product Line Browse Product Detail
Shop Flow Journey
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© 2019 Lyons Consulting Group, a Capgemini Company
Social + Landing Page + PDP Set
Shop Flow Journey
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© 2019 Lyons Consulting Group, a Capgemini Company
SEO + Landing Page + PDP Set
Shop Flow Journey
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Connected Storytelling

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Speaker:
Mike Davidson, Executive Creative Director at Capgemini in North America.

With the right narrative, brands can speak to their consumers in ways that resonate and drive conversion. In this session, Capgemini DCX North America’s Executive Creative Director will explore trends and techniques to better connect the narratives from initial marketing efforts to a completed purchase. We'll also provide examples of who's using these techniques and how, so attendees can leverage it in a meaningful way.

Publicada em: Tecnologia
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Connected Storytelling

  1. 1. 1 © 2019 Lyons Consulting Group, a Capgemini Company©2019 All rights reserved. CONNECTED STORYTELLING Connected Storytelling from Marketing to Checkout: UX Trends & Techniques
  2. 2. 3 © 2019 Lyons Consulting Group, a Capgemini Company PRESENTER MIKE DAVIDSON Executive Creative Director LYONSCG / CAPGEMINI
  3. 3. 4 © 2019 Lyons Consulting Group, a Capgemini Company CLIENT SERVICES EXPERIENCE DESIGN APPLICATION HOSTING DIGITAL MARKETING DIGITAL STRATEGY COMMERCE IMPLEMENTATION COMMERCE SERVICES
  4. 4. 5 © 2019 Lyons Consulting Group, a Capgemini Company EVERY BRAND HAS A STORY TO TELL How do you tell stories in a meaningful, connected manner?
  5. 5. 6 © 2019 Lyons Consulting Group, a Capgemini Company MARKETING CHANNELS EmailSocial PPCSearch TAILORED EXPERIENCES BlogLook Book Product Line Testimonials Ambassador Usage Guides Product Detail Article Are you landing customers on the right page with the right content experience? Generic Browse Generic Home GENERIC
  6. 6. 7 © 2019 Lyons Consulting Group, a Capgemini Company Outcomes WHY CONNCTED STORYTELLIN G?  Increase Search Visibility  Build Brand Affinity  Reduce Bounce Rates
  7. 7. 8 © 2019 Lyons Consulting Group, a Capgemini Company
  8. 8. 9 © 2019 Lyons Consulting Group, a Capgemini Company [Photo: Tim Davis/Patagonia] MISSION Patagonia is in business to save our home planet Founder of Patagonia Yvon Chouinard
  9. 9. 10 © 2019 Lyons Consulting Group, a Capgemini Company Patagonia Content Templates Product LineActivity Browse with Enhanced Content Blogs AmbassadorArticle +
  10. 10. 11 © 2019 Lyons Consulting Group, a Capgemini Company X Guided Selling Product Video Email: Hydro Series Home Category Browse Product Line Browse Product Detail Shop Flow Journey
  11. 11. 12 © 2019 Lyons Consulting Group, a Capgemini Company Activity - Product Line: Surf Activism / ProductsFeatured Product Line Values / Products Ambassadors
  12. 12. 13 © 2019 Lyons Consulting Group, a Capgemini Company Email: Hydro Series Product Line Product Line Browse Product Detail Shop Flow Journey - Refined
  13. 13. 16 © 2019 Lyons Consulting Group, a Capgemini Company
  14. 14. 17 © 2019 Lyons Consulting Group, a Capgemini Company Home Product Line Browse Product Detail Shop Flow Journey
  15. 15. 18 © 2019 Lyons Consulting Group, a Capgemini Company
  16. 16. 19 © 2019 Lyons Consulting Group, a Capgemini Company Product Detail Page Email Landing Pages Swimming Suit Creator Social Outfit Generator Shop Flow Journey
  17. 17. 20 © 2019 Lyons Consulting Group, a Capgemini Company #1 Connect marketing to relevant commerce points to reduce bounce rates and improve usability. #2 Produce more tailored versions of content with strategic content templates and streamlined workflows. 9 © 2019 Lyons Consulting Group, a Capgemini Company #1 Connect marketingtorelevant commercepoints to reduce bounce rates and improve usability. #2 Producemoretailoredversionsof content with strategic content templates and streamlined workflows.
  18. 18. 21 © 2019 Lyons Consulting Group, a Capgemini Company TIPS / QA  Explore your content design templates  Map the journeys from marketing touchpoints to commerce landing pages  AB test the journeys and content design templates
  19. 19. 22 © 2019 Lyons Consulting Group, a Capgemini Company CONTENT STRATEGY MISSION CONTENT DESIGN SYSTEM PEOPLE + TOOLS Collaboration & Governance • Facilitate storytelling across departments • Align disciplines to deliver more tailored, connected experiences Strategic Content Templates • A content design system provides the right content experience at the right moment Passion, Personalities and Brand Value • Build brand affinity • Deliver lifestyle benefits • Create enjoyment Topic Clusters & Storytelling • Build more content around fewer themes and connect the dots between touch points
  20. 20. 23 © 2019 Lyons Consulting Group, a Capgemini Company
  21. 21. 24 © 2019 Lyons Consulting Group, a Capgemini Company Email Product Line Browse Product Detail Shop Flow Journey
  22. 22. 25 © 2019 Lyons Consulting Group, a Capgemini Company Social + Landing Page + PDP Set Shop Flow Journey
  23. 23. 26 © 2019 Lyons Consulting Group, a Capgemini Company SEO + Landing Page + PDP Set Shop Flow Journey

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