mslgroup storytelling

Your Story LANDSCAPE Defining Your PURPOSEDiscovering Your STORYUnderstanding Your AUDIENCE

Discovering your story

Discovering you story 1. Your story landscape

KILLER QUESTIONS

1. What is your strategic business objective?

2. Describe your operating environment?

3. What is your communication objective?

4. Who are you targeting?

5. What is the competition doing?

Discovering your story 2. Defining your purpose

Defining your PURPOSE

Defining THE STORY you need to TELL

Discovering your story 2. Defining your purpose

Introducing PurPle

Discovering your story 3. Your story

Defining THE STORY YOU need to TELL


AVG had AMBITIONS

To be (much) MORE than an ANTI VIRUS business


Story: “The Guardian Angel”

“Bringing peace of mind to our connected world”

THE WHY?



‘We protect us’ is the defining philosophy of AVG. By collaborating with their users AVG is able to design products and services that anticipate their users needs to freely explore and develop in their increasingly complex connected world, unbounded by fear or hindered by technological complexity

THE HOW?



AVG offers a secure ecosystem of products that are best-in-class and ensure absolute security

THE WHAT?

AVG’s path to FAITH

From a commodity tech SUPPLIER to a lifestyle

PARTNER in our digital lives


“Cyber bullies: How one British child in five falls victim to aggressive behaviour online”

“Android users need to be even more careful with their phones than they are with their PC’s”


… this drove BRAND AWARENESS Which in turn was reinforced by recommendation – ultimately

INCREASINGdownloads and

REVENUE…

Discovering your story 4. Understanding your audience

WHO are they?

WHERE are they?

WHAT are they talking about?

What are they SAYING about you?

Who do they LISTEN to?

ONLINE INSIGHT


PEOPLE’S LAB: direct ideation & co-creation

50women, 5 cities

2. million conversations +6


Discovering your story

PurposeStory

InfluencersMessages

Dynamic storytelling

Think like a PUBLISHER

PLANIMPROVISERESPOND

Dynamic storytelling 1. Plan

editorial council

2. Editorial council explodes the story across themes

1. Identify conversation ‘themes’

4. Search externalPlatformsInfluencersSearch engines

4. Search internalExisting Owned media

5. Back to the Editorial Council

‘LEAD, PLAY, PARTNER, AVOID’ 3:12 STORY ENGAGEMENT BLUEPRINT


3. Establish key word set

Iden

tify

Researc

hP

lan

The Story Engagement Blueprint


Across paid, owned and earned media

IMPROVISE own the

moment

Dynamic storytelling 2. Improvise

Reactive Content: Amstel Bier ‘Boston Bruin Bar Tab’

Dynamic storytelling 3. Respond

CRISIS & ISSUES

Time-sensitive comments with negative undertones. The community manager is allowed to respond to comments after confirming management or guidance from MSL.

TIME-SENSITIVE RESPONSE/ACTION

Comments that require specific information or management guidance.

GENERAL RESPONSES

General comments or questions related to COMPANY that are positive in nature.

The community manager is encouraged to freely respond to comments.

TIER3

TIER2

TIER1

3:12 Story

Engagement Blueprint

Dynamic storytelling

Creative storytelling

7 rules of

CONTAGIOUS CONTENT

TRANSMEDIA CREATIVE

Creative storytelling 1. Transmedia creative

PAID

EARNED

OWNED

Rules of contagious content:It MUST be • purposeful• insightful• easy to engage with • entertaining, rewarding or

informative

It SHOULD • leverage themes and trends

• unify• play on emotion

Creative storytelling 2. 7 Rules of contagious content

Contagious Content: Oreos ‘Seasonal Celebrations’

Contagious Content: P&G ‘Proud Sponsors of Mums’

Contagious Content: Burberry ‘Art of Trench’

Contagious Content: Evian ‘Roller Babies’

Creative storytelling

Content SHARED

andRESHARED

5. Virality

4. Engagement

1. Impressions

3. Click-through

2. Volume

% of total audience/fan base and reach

total aggregate shares & likes

reach

transmedia transfer efficiency)

the number of conversations created/infiltrated

Sentiment PRE Sentiment POST Net REPUTATION

score

mslgroup storytelling

Technology