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Creating Story-Driven Brand Experiences Carla Johnson Strategist. Speaker. Storyteller. @CarlaJohnson

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  1. 1. Creating Story-Driven Brand Experiences Carla Johnson Strategist. Speaker. Storyteller. @CarlaJohnson
  2. 2. 2 Carla Johnson
  3. 3. Stories arent about what you sell. Theyre about making your customers the hero.
  4. 4. Always #LikeAGirl made adolescent girls the hero of their story.
  5. 5. There was a girl. She had brown hair. She wore a red coat. She was adventurous. You should meet her.
  6. 6. The girl loved the adventure and wanted to see the world. She was scared, but she saw the chance to meet new friends who showed her that life could be fun. Now, wherever she goes, she brings her courage with her
  7. 7. How do we delight audiences with story-driven experiences?
  8. 8. 8 business buyers dont buy your product; they buy into your approach to solving their problem. - Jeff Ernst, former analyst for Forrester
  9. 9. Company that sells software to track operational efficiency wants to talk about the future of patient safety Create a SOLUTION story
  10. 10. Getting to the core of your story Why? Why? Why? Why? Why? Software tracks operational efficiency wants to talk about future of patient safety
  11. 11. Why? Getting to the core of your story Software tracks patient safety Why? Why? Why? Why?
  12. 12. Getting to the core of your story Because it is expensive to address all of the issues around patient safety. Why is this topic important to Chief of Staff? Why?
  13. 13. Getting to the core of your story Why is it expensive to address all of the issues around patient safety? Because there are detailed operational issues that we have to take care of around infection control.
  14. 14. Getting to the core of your story Because we dont want patients to think that they will get MORE sick by being a patient. Why do you have to take care of operational issues around infection control?
  15. 15. Create a solution story We believe that the future of healthcare is patient safety But people are scared about going to hospitals because they think that they will get more sick by being a patient. So we help medical professionals understand detailed operational issues that they need to plan for around infection control. The needs and expectations of hospitals and patients will continue to change and its important for Chief of Staff to understand how to do things safer, better and with less expense. Tracking patient recovery rates and how they reflect operations, profit and the perception that people have about the safety of their facility is a key way for hospitals to stay competitive. 1 2 3 4
  16. 16. 16 Shifting Focus from a Transaction to a Relationship and Experiences
  17. 17. Visas Customer Decision Journey Decide to take a vacation Look for a destination Make travel arrangements Travel to destination Book activities Plan the next vacation Share memories What opportunities does Visa have along the entire journey?
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  19. 19. 21 Kathy Button Bell Chief Marketing Officer Emerson In the beginning, we realized we werent telling meaningful, problem-solving stories. Back then, we told stories just about our products, but didnt have a dialogue. Now, because of social media, we have 133,000 employees trying to tell stories and create dialogue. We figured out how to aggregate it and keep it in sync so we didnt appear insane as a company. It had to feel like theres a main story.
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  23. 23. 25 Show STEM as cool, sexy, accessible EDUTAINMENT Supports learning Showcase science, technology, engineering, and math in simplified, entertaining or fun ways CONNECTIONS Promotes exploration Draw unique and interesting connections to STEM that affect the daily lives and experiences of young people EXPERIENCE Develops relationships Provide a deeper interactions with STEM experts and resources that give young people fresh perspective and real-time acknowledgement This or That Questions 2015 Predictions Crash Course Videos SciShow Videos: News, Great Minds, Dose SciShow Sponsored Videos Wochit Videos Soap Box Questions SciShow: Weird Places, Most Asked Qs Social Call Outs TV Spot The STEM of X social series
  24. 24. 26 Emerson Joins Big Bang Theory February 19 Hank Green/STEM ad on CBS Network TV Hank Green/STEM ad on TBS in 13 local major markets for 4 weeks
  25. 25. Emerson Rings the Bell at the NYSE
  26. 26. 28 Wall Street Journal Print Ads
  27. 27. 29 Fortune Cover Wraps S:14.375 S:9.75 T:15.125 T:10.5 B:15.375 B:11 F:7.375 F:7.75 IN125YEARS, Emersonhasevolvedfromaregional motorsandfansupplier toaglobal engineering andsolutionsinnovator servingtheworldsmost complexindustries. Whileweareextremelyproud of our past successes, what reallyexcitesusaretheopportunitiesahead. Wecant wait totakeon WhatsNext: whether itsthechallengeof producingandprocessingenergyinwaysnever beforeimagined; stabilizingandmanagingthedigital economythroughstate-of-the-art data centers; revolutionizingtheautomationof factoriestodriveproductivityandsavings; or providing unparalleledenergyefficiency, reliabilityandsustainabilityinclimatecontrol. Andwerejust getting started. Findout moreat Wecant wait toget ontoWhatsNext TheEmerson logo isatrademark and aservicemark of Emerson ElectricCo. 2015 Emerson ElectricCo. DavidN. Farr Chairmanand Chief ExecutiveOfficer
  28. 28. 30 Airport Signage Los Angeles Miami Houston Dallas Beijing Hong Kong Delhi Mumbai Kuala Lumpur Seoul Paris Amsterdam London Frankfurt Mexico
  29. 29. 31 125th and STEM: Homepage
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  31. 31. 33 STEM Page Content leading resource in STEM CREATED CO-CREATED CURATED Owned Creative Creative Partnership Community Generated
  32. 32. 34 STEM YouTube Hank Green Highlights
  33. 33. 35 YouTube Performance Hank Green Ad spend and placement on driving high video views. 39.9K views/video 89% of views from ad spend 70 Likes per video 0:16 average view duration 125th Anniversary Engaged audience on external sites watching for long period. Almost 2/3 of video views from embedded YouTube player. 15.6K views/video 20 Likes per video 1:24 average view duration STEM STEM videos experiencing highly positive sentiment. Otherwise, performing on benchmark. 5.2K views/video 111 Likes per video 0:29 average view duration Channel Benchmarks 4.5K views 10 Likes 0:41 Min viewed
  34. 34. 36 Storytelling through PR and Social Placed Emerson executives on the radar of key national media Shifted media view of Emerson from a manufacturing company to a data-driven company Engaged the most Emerson employees, influencers and potential job candidates in one month on social media channelsever Created a direct consumer connection with sharable Hank Green content The company celebrated!
  35. 35. 37 An Opportunity to Show Up Differently 930,216,397 Total Media Impressions 20+ Media Interviews for Emerson Executives 130+ Stories Published Coverage secured with top print media including AdAge, Forbes CMO Network, Media Post, St. Louis Post-Dispatch, St. Louis Business Journal, WIRED Innovation Insights, Reuters Top-tier broadcast media placements include CBSN, Bloomberg Radio, GigaOm, The Street 270+ Satellite Media Tour Airings and Nearly 14 Million Impressions Key markets including Atlanta, Austin, Columbus, Jacksonville, Milwaukee, Minneapolis, Philadelphia
  36. 36. 38 This worked because Emerson had Clarity Authenticity Consistency Priority Courage Commitment
  37. 37. Dont just tell stories. Create magical experiences.
  38. 38. Thank you! Carla Johnson Type A Communications O: 720.344.0987 M: 720.219.3062 [email protected] More information at