Wednesday, February 19, 2014

Data, Storytelling and Breaking Through the Noise, SxSW 2013 recap

With information overload, how does your brand break through the noise? How do you earn trust in a fragmented 24/7 media world? Storytelling can reset legacy brands, launch unknown brands and reach consumers in ways that go beyond the noise. Unfortunately, most brands will suck at storytelling because they won't do what good storytelling requires. Stories have conflict and villains, winners and losers. They have personality and flaws, great highs and severe lows. And today, stories are supported and in some cases driven by data. Whether your brand is B2C or B2B, data can help shape the story you want to tell.

In this session, the panel explored how data driven stories can have significant impact for connecting with the audiences you want to reach.

This was one of my favorite sessions at the 2013 SxSW. You can read more about it at Storify.

Hashtags: #BrandStory

  • Coca-Cola is using the site to turn visitors in super fans and ambassadors. The Coke rep claimed that "Journey" tells stories. It's not a shill for Coke. They run no advertising, not even Coke ads.  
  • Target produces behind the scenes video, Bull's Eye View, to feed the "infolust." The Target rep stressed that you need support from the top because it is a commitment to continue producing and providing access. You don't want to lose audience and hurt the brand. 
Take Aways & Library Applications:
  • Panelist introduced the idea of an "Expression Index." For example, EI= [Views x 1] + [Facebook Likes x 4] + [Comments x Y] + etc. Can we examine our expression index? What are we already doing in this vein? What else could we do?
  • Use data to decide which stories to tell. Ask "will people share this?" That is your filter.
    At the Library, we have conversations about share-ability in our content development. We have some data we base this conversations on. How often do we need to be collecting?
  • A visit is not a visit. What do they do there? How many stories do they view? How long are they on site? How much do they share?

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