Using story to create engagement: by looking across narrative and product lifecycle tools

1. ProductCamp
2012
JULY 28 T H
TED ROGERS SCHOOL OF MANAGEMENT, RYERSON
UNIVERSITY
USING STORY TO BUILD AUDIENCE ENGAGEMENT:
LAWRENCE HOURIHAN –
PARTNER, PDOINK INTERACTIVE
www.productcamptoronto.wordpress.com

2. So my kids would have me think …

3. But what about re-producing yourself …?
From: http://www.clarisconsulting.net/blog/jumping-the-curve/

4. We are wired for story…

5. History of Narrative in 7 steps

6. Translating from life, to story, to product
http://jordanmccollum.com/2009/09/act-story-structure/ http://mamikikeyu.wordpress.com/2011/04/06/product-life-cycle-
marketing-mix/

7. Welcome to the age of content

8. Change is constant – growth is optional...

9. Engagement building: a results roadmap
© pdoink interactive 2012. All rights reserved.

10. You need a good story to evolve!
! Change is constant – growth is optional
! We are in an important time for story – where we are
coming together forming global stories, and these
stories will follow a noticeable pattern.
! We are wired for story (pattern, meaning,
inspiration, longing, enjoyment, learning) and as a
result of– brands, companies, organizations,
communities that can tell their story will continue to
grow successfully.

11. Nature’s timeless principle…