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Storytelling techniques in online advertising
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MediaPost Publications 5 Things Marketers Can Learn From Stories 06/12/2012

MediaPost Publications 5 Things Marketers Can Learn From Stories 06/12/2012 | Morning Stories | Scoop.it

Ideas: 5 reasons why story telling is great

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Creating and Running a Storyline

Creating and Running a Storyline | Morning Stories | Scoop.it

Tips:

1. Start with good idea

2. Create a general plot: plan the entire storyline

3. Develop and flesh out characters involved

4. Create villains that motivate characters

 

Common mistakes:

1. Overpowered character

2. Static

3. Exposure

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8 Traits of Successful Viral Videos via @PostAdvertising

8 Traits of Successful Viral Videos via @PostAdvertising | Morning Stories | Scoop.it

8 Traits of Successful Viral Videos

 

1. Extremely Funny

2. Something We Can All Relate To

3. Exposing the Truth

4. Emotional

5. Completely Unexpected

6. Something You've Never Seen Before

7. Interactive

8. Right Place, Right Time

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What a Lemonade Stand Taught Me about Storytelling via @PostAdvertising

What a Lemonade Stand Taught Me about Storytelling via @PostAdvertising | Morning Stories | Scoop.it

"The story is all that’s going to spread. Not the facts, but the story."

 

"Are you giving your audience reasons to care about you? Are you giving your audience content that they not only want but also want to share?"

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How to Become a Content Marketing Hero by Emulating Apple and Subway | Entreproducer

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How to Create an Interesting Story Line

How to Create an Interesting Story Line | Morning Stories | Scoop.it

1. Overall planning: message, media etc

2. Do research

3. Map out plot-line from begining to end (climax + conflict resolution etc)

4. Effect of the plot on the characters

5. Effect of the plot to overall theme

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5 Ways Online Communities Drive Offline Behavior via @PostAdvertising

5 Ways Online Communities Drive Offline Behavior via @PostAdvertising | Morning Stories | Scoop.it

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Stories
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McDonald, Ben & Jerry's, 

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Data

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Twitter Influences More Consumer Purchases Than Facebook http://www.mediabistro.com/alltwitter/twitter-influences-more-consumer-purchases-than-facebook_b13718

 

How social influences 'Millennials' shopping decisions:

infographic http://econsultancy.com/us/blog/8806-how-social-influences-millennials-shopping-decisions-infographic

 

 

 

 

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Why Celebrity Ads Fail via @PostAdvertising

Why Celebrity Ads Fail via @PostAdvertising | Morning Stories | Scoop.it

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Data:

Celebrities in Advertising Are Almost Always a Big Waste of Money

http://adage.com/article/cmo-strategy/celebrities-ads-lead-greater-sales/148174/

 

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Nielsen: Global Consumers' Trust in 'Earned' Advertising Grows in Importance

http://nielsen.com/us/en/insights/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html

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Story: Burger King, viral videos

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"Earned media—a suggestion from his neighbor, his college buddy or even his dentist’s cousin—will influence Mr. Consumer more than a high-budget television, print or online banner ad." (Data Nielsen)

 

"Celebrities belong in the world of advertising only when they are integral to a brand’s story."

 

"Many consumers cited “confusion” about what product the celebrity was endorsing and “dislike of the celebrity” as major reasons for distrusting ads."

 

"A famous face does not a successful campaign make. In fact, the celebrity can often distract from the product’s merits and lead consumers away from the brand’s identity. Unless the celebrity’s image and personality fit perfectly with the brand’s core story, our famous friend has no role in this particular stall in the consumer marketplace"

 

"using a celebrity simply as a drive to viewership will fail to communicate the true meaning and value of a product."

 

"When a brand wants to tell a story, it must think about its core identity and the true value of its products and services. Too often the celebrity comes into the mix as an afterthought—a figure that does not fit squarely within the brand’s story."

 

"Complicating matters further is the issue of authenticity. As a skeptical consumer, I find it hard to believe that celebrities actually use in their daily lives the products they hawk."

 

"Once a brand puts a celebrity in a commercial, they become a part of the brand—forever associated with its identity, for better or for worse."

 

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The Pixar Touch - history of Pixar - Blog - Pixar story rules (one version)

The Pixar Touch - history of Pixar - Blog - Pixar story rules (one version) | Morning Stories | Scoop.it
Pixar story artist Emma Coats has tweeted a series of “story basics” over the ...
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