finding your single story - seattle interactive conference 2014
Post on 27-Jun-2015
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FINDING YOUR SINGLE STORY Goldie Jones & Lindsay Daniels
There is a focus on tackling immediate needs
instead of designing a smart framework.
Talking about what you make
instead of why you make it.
Tendency to talk about your product
rather than talking to your audience.
WHY CHANGE?
smart framework
CONSISTENCY
understanding how we make choices
HACKING THE BRAIN
quantifiable results
IMPACT
WHAT IS A SINGLE STORY?
A single story is a guiding light for your brand.
A single story builds an emotional connection with your audience.
A single story helps your brand utilize the media ecosystem.
FOCUS ON THE “WHY.”
“People don’t buy what you do. They buy why you do it.” - Simon Sinek - startwithwhy.com
why
how
what
why
how
whatWhat you offer and make
why
how
what
Process and factors that makes your product unique.
why
how
what
!What’s your belief? !Why does your organization exist?
why
how
what
Most organizations communicate from the Outside > In.
why
how
what
Inspired organizations communicate from the Inside > Out.
Focusing on the “why” builds an emotional connection with your audience.
Focusing on the “why” increases impact and touch points.
Focusing on the “why” builds longevity.
APPLE 1997
APPLE 2014
why
WHY YOUR AUDIENCE CARES +
WHY YOUR COMPANY EXISTS
!
= YOUR SINGLE STORY
HACKING THE BRAINBiology and the Emotional Appeal
What happens in the brain when you talk about the product.
What happens in the brain when you talk to your audience.
Creating an emotional connection, connects to the part of the brain that makes decisions.
Feeling emotions triggers long term memory.
An emotional reaction inspires sharing.
PLANNING YOUR ECOSYSTEM
emotional connection
Media channels with largest outreach.
developing relationship
Secondary media channels
productYour own website
BRANDS AS CONVERSATIONS
YOU !
!
YOUR AUDIENCE
YOU !
!
YOUR AUDIENCE
STORIES WORTH SHARING
UNDER ARMOURWomen
STORYUnder Armour women believes in the power of
determination and believing in yourself. !
RESULTSYouTube
6,350,524 !
Sales Increased 34%
VIRGIN AMERICASafety Video
RESULTSYouTube
9,960,860 !
ALWAYS
STORYAlways used to be a story that no one
wanted to hear or talk about. !
Now, it’s a story about girls being strong, confident and determined.
!
RESULTS48,500,000 YouTube Hits
!
Increased Brand Awareness !
Larger Social Conversation !
DON’T JUST TELL THEM A STORY, GIVE THEM A STORY TO TELL.
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