Narratives are powerful. mid atlantic marketing summit 2016
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what are narratives? how do they differ from story? can we measure them? yes.
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Narratives are powerful. mid atlantic marketing summit 2016
- 1. THE POWER OF A POWERFUL NARRATIVE. WITH HILLARY, DONALD AND BERNIE. Deb Lavoy @deb_lavoy deb@narrativebuilders.com
- 4. A narrative is a system of beliefs that effect how you interpret the meaning of things.
- 5. AS MARKETERS WE BUILD NARRATIVES AND THEN WE ASK PEOPLE TO ADOPT THEM AS THEIR OWN
- 10. GREAT BRANDS DO THIS
- 17. NARRATIVE
- 18. STORY
- 19. A POWERFUL NARRATIVE WILL TELL A THOUSAND STORIES.
- 20. AND TRANSFORM YOUR MARKET (AND YOUR BOTTOM LINE).
- 21. AS MARKETERS WE BUILD NARRATIVES AND THEN WE ASK PEOPLE TO ADOPT THEM AS THEIR OWN
- 22. … people's active resistance …. doesn't mean that those efforts aren't working. Belief change is a war of attrition, not a search for the knock- down argument ... Dr. Art Markman - UT College of Liberal Arts:
- 23. NARRATIVE MARKETING BUSINESS : A CONTINUOUS AND COHESIVE PROGRAM OF BELIEF BUILDING
- 24. SO WHO WANTS TO GO CONVINCE THE EXECUTIVE TEAM TO INVEST IN NARRATIVE?
- 25. Goal – a focused, directed, actionable discussion about a tangible, valuable thing.
- 26. We make it measurable.
- 27. FIVE CRITERIA ONE: PRESENTATION TWO: CLARITY THREE: RESONANCE FOUR: SHARE-ABILITY FIVE: ORGANIZATION
- 28. Presentation 0-2 Clarity 0-2 Resonance 0-2 Is the narrative clearly presented on the website or other public facing place? Is it easy to understand? Does it evoke an emotional response in the viewer (emotional resonance)? Is it easy to find and follow? Does it cover key points or are there significant gaps? Does it “make sense” to people (intellectual resonance)? Is it interesting? Does it flow naturally from one level of detail to the next? Can it be applied to many situations and people? It is connected to other assets that further develop the themes? Does it flow from one topic to the next? Does it offer supporting information and proof points that lend credibility? Subtotal Subtotal Subtotal Shareability 0-2 Organization 0-2 Is it memorable? Is it documented and accessible? Could most people explain it to someone else? Do people refer to it? Are you encouraging people to share it? Is there process for maintaining it? Do you use digital tools to make sharing convenient? Is there ownership? Subtotal Subtotal NARRATIVE STRENGTH SCORECARD
- 32. 1. Websites are small parts of candidate narratives. 2. We’re only going to look at two pages – home and issues. CAVEATS
- 33. So let’s measure the narrative strength of HillaryClinton.com Note, we aren’t evaluating the merits, just the strength of the narrative.
- 40. Presentation 0-2 Clarity 0-2 Resonance 0-2 Is the narrative clearly presented somewhere easy to find? 0 Is it easy to understand? 0 Does it evoke an emotional response in the viewer (emotional resonance)? 0 Is it easy to find and follow? 0 Does it cover key points or are there significant gaps? 2 Does it “make sense” to people (intellectual resonance)? 0 Is it interesting? 0 Does it flow naturally from one level of detail to the next? 0 Can it be applied to many situations and people? 1 It is connected to other assets that further develop the themes? 1 Does it flow from one topic to the next? 0 Does it offer supporting information and proof points that lend credibility? 0 Subtotal 1 Subtotal 2 Subtotal1 Shareability 0-2 Organization 0-2 Is it memorable? 0 Is it documented and accessible? Could most people explain it to someone else? 0 Do people refer to it? Are you encouraging people to share it? 1 Is there process for maintaining it? Do you use digital tools to make sharing convenient? 1 Is there ownership? Subtotal 2 Subtotal---- NARRATIVE STRENGTH SCORECARD
- 41. 8/32. Is this a powerful narrative? This score card is a roadmap for making it better
- 42. Measuring DonaldJTrump.com Note, we aren’t evaluating the merits, just the strength of the narrative.
- 48. Presentation 0-2 Clarity 0-2 Resonance 0-2 Is the narrative clearly presented somewhere easy to find? 2 Is it easy to understand? 1 Does it evoke an emotional response in the viewer (emotional resonance)? 2 Is it easy to find and follow? 1 Does it cover key points or are there significant gaps? 0 Does it “make sense” to people (intellectual resonance)? 1 Is it interesting? 1 Does it flow naturally from one level of detail to the next? 1 Can it be applied to many situations and people? 0 It is connected to other assets that further develop the themes? 0 Does it flow from one topic to the next? 1 Does it offer supporting information and proof points that lend credibility? 0 Subtotal 4 Subtotal 3 Subtotal3 Shareability 0-2 Organization 0-2 Is it memorable? 2 Is it documented and accessible? Could most people explain it to someone else? 1 Do people refer to it? Are you encouraging people to share it? 0 Is there process for maintaining it? Do you use digital tools to make sharing convenient? 0 Is there ownership? Subtotal 3 Subtotal---- NARRATIVE STRENGTH SCORECARD SCORE – 13/32
- 57. The rest of the form gets specific…
- 61. Presentation 0-2 Clarity 0-2 Resonance 0-2 Is the narrative clearly presented somewhere easy to find? 1 Is it easy to understand? 2 Does it evoke an emotional response in the viewer (emotional resonance)? 2 Is it easy to find and follow? 2 Does it cover key points or are there significant gaps? 2 Does it “make sense” to people (intellectual resonance)? 2 Is it interesting? 2 Does it flow naturally from one level of detail to the next? 2 Can it be applied to many situations and people? 1 It is connected to other assets that further develop the themes? 1 Does it flow from one topic to the next? 1 Does it offer supporting information and proof points that lend credibility? 2 Subtotal 6 Subtotal 7 Subtotal7 Shareability 0-2 Organization 0-2 Is it memorable? 2 Is it documented and accessible? Could most people explain it to someone else? 2 Do people refer to it? Are you encouraging people to share it? 2 Is there process for maintaining it? Do you use digital tools to make sharing convenient? 2 Is there ownership? Subtotal 8 Subtotal---- NARRATIVE STRENGTH SCORECARD SCORE – 28/32
- 62. SO WHAT?
- 63. NARRATIVE STRENGTH IS MARKET IMPACT
- 64. You can do something about it.
- 65. 1. Measure your narrative strength. Get a more aligned and productive about how to go forward.
- 66. 2. Build your narrative. This is a process that requires a clear framework, and real commitment of time, intellect and emotion.
- 67. 3. Make it the center of your universe. - Attach strategy to narrative - Attach product to narrative. - Attach people to narrative - Attach every bit of content and digital to narrative.
- 68. NARRATIVES ARE REAL. YOU CAN MEASURE THEM AND MAKE THEM POWERFUL.
- 70. PRESENTATION How well is the narrative is presented? Is it engrossing? Can I find it and follow it? Do I want to? ONE
- 71. How easy is it to understand? This can be the key issue in complex or technical narratives. CLARITY TWO
- 72. Does it make me feel something? Does “it make sense”? Is there supporting evidence? RESONANCE THREE
- 73. If I see it, and I get it, can I explain it to someone else? Do you encourage me to do that? Does your website have nice little sharing buttons? SHAREABILITY FOUR
- 74. This measures how well your organization is managing its narrative internally. ORGANIZATION FIVE
Notas do Editor
- What does image this mean to you? To my husband it means a perfect Friday night. To a nutritionist, it might mean the decline of the American Empire. To a vegetarian, it may mean temptation or animal cruelty. Most likely some of both. It depends on the narrative you’re bringing to the table.
- Narratives have deep emotional footings, but also things that appeal to what makes sense to us, they include logic and confirming information.
- Its not enough that you think we’re right. We want people to see the world the way we do.
- If you work for a tech company, or something else that’s abstract or new or complicated. You probably have this problem. You’re showing people a box of parts.
- So you create an idea of what this thing is.
- If you’re any good, you’ll connect that whole to a user.
- And if you’re very good, you’ll connect with a yearning. Now our photographer is a visionary. An adventurer.
- There’s emotional resonance, intellectual resonance. Positive and negative.
- Cherished brands have been doing this for ages. Nike gave us this moment with le bron
- And this
- These are moments that are not just about who we are, but who we want to be
- Remember the eminem ad for chrysler? Magnificent moment. But it ended. Narratives aren’t moments.
- There are dozens of definitions. As many definitions as there are definers. Mine, of course, is definitive.
- The characters, the place, the time, the “boldly go where no man has gone before” thing, the tricorder and the communicator, the transporter, the computer you can speak to, but which oddly, didn’t talk back (I like this model, by the way) the elements of the gestalt, the physical laws of their environment.
- Those people and context, in action – responding to a situation - that’s a story.
- Those people and context, in action – responding to a situation - that’s a story.
- Those people and context, in action – responding to a situation - that’s a story.
- Its not enough that you think we’re right. We want people to see the world the way we do.
- So why do you need a narrative instead of a story? Because it takes dozens of stories. It takes an accumulation of moments. And those moments need to be coherent and connected to add up to something important. That’s the difference between nike and chrysler.
- So you need to take a narrative approach to marketing. That means you invest first and foremost in your master narrative, and use that as a way to drive and connect all your messaging, website, content,, social, sales enablement, and even your customer service and product roadmap. Once you have the right, strong narrative, these things start to make sense, and things start falling into place. In contrast to being a chaotic mess of opinions, false starts and politics.
- Turns out that not everyone is excited about getting into a deep conversation about the science and semantics and philosophy of narrative, and even when they do, its just not as much fun as you’d think.
- But we can focus people by defining criteria and making it measurable. We can review the assets of an organization and examine them with these criteria in mind.:
- But we can focus people by defining criteria and making it measurable. We can review the assets of an organization and examine them with these criteria in mind.:
- This turns out to be a decently accurate, if not exactly precise measurement. That is to say, you may not get exactly the same score from everyone, but they will be directionally and relatively pretty reliable in terms of identifying areas of narrative strength and weakness.
- I don’t have a lot of time here, so we’re going to look at the home page, and the issue pages. I’ve scoured every pixel of these sites – and I’ve seen some good, bad and very, very ugly. These pages are pretty good representations of the sites overall. So – OK. Looky here. What do we have. Any sign of narrative? We’re getting the participation and donate thing. But are we clear why?
- Scroll down. Narrative here? Some nice topics, is the an overarching theme? What do we think about the design here? The copy writing?
- Hillary’s issues page. This is a woman who has had photographers following her around 24/7 for the last 30 years. This is the photo they choose.
- Scrolling down. Ok – audience, who here feels that alzheimers or campus sexual assault are the key issues of this campaign? This is an alphabetical list of of 28 issues. Narrative anyone? What’s this about?
- OK – so if you click on any issue page, you get some real depth. A summary, then deep stuff, some video, and then an even deeper position paper. But dear heavens. Who built these pages?
- Nice sharing buttons. Not everyone has em. Yes, that’s weird.
- This turns out to be a decently accurate, if not exactly precise measurement. That is to say, you may not get exactly the same score from everyone, but they will be directionally and relatively pretty reliable in terms of identifying areas of narrative strength and weakness.
- Smirky peace sign? Oh – maybe that’s a V for Victory – also a very narrative –sensitive image. The big – and heavily adopted slogan.
- Scrolling down on his page, you get a frequently updated set of news-ish articles and videos.
- Click on positions. He has a short list. Recently headlined by “Pay for the wall”
- This turns out to be a decently accurate, if not exactly precise measurement. That is to say, you may not get exactly the same score from everyone, but they will be directionally and relatively pretty reliable in terms of identifying areas of narrative strength and weakness.
- Ok – so this is actually bernie’s splash page. You have to look at it a little to get past it. Which is one of those marketing tactics that I find rude and manipulative. Be that as it may. Narrative anyone? Pretty straightforward.
- His actual homepage. The personal invocation. Ok.
- Another very generic top of issues page.
- But this list is a bit different. What’s the narrative here?
- OK. Heres one of bernies issue pages. This is designed to be read online. Congrats bernie. It includes lines and arrows and graphs and images.
- Here’s where it gets really interesting on bernie’s site. Each of these candidates – including cruz, rubio, kasich and the dropouts, have this page. There are all but identical.
- But none have this page.
- This turns out to be a decently accurate, if not exactly precise measurement. That is to say, you may not get exactly the same score from everyone, but they will be directionally and relatively pretty reliable in terms of identifying areas of narrative strength and weakness.
- You can spend an hour or two on this or you can spend an intense week or two. What you’ll be left with is something you can have a meaty conversation around. Not just a whiny “we aren’t connecting yet. Our message is weak” which sounds like a matter of a opinion in support of investment in some soft, hard to measure thing. (yes – you can measure the difference and refine things based on that later, but its hard to say “hey, how strong is my narrative?” while staring at your marketing dashboard.
- Write this. Digital, content, social marketing. Your website, your blog, your social, you webinars, and content and blah…. Also, internal conversations,