21 st century storytelling

It’s complicated…

“In God we trust, all others must bring data.” Edwards Deming

“Creativity is the decisive source of competitive advantage” Richard Florida

Q: Is there any information that you wouldn’t use the Internet for? Is there something specific that you would only ask friends or family?

“Surprisingly not. I’ve actually found myself Googling, like everything, whether it comes to like a personal issue, a family issue or academic research so, it does, I think the Internet can be so caught up in user- generated content that everything becomes relatable so it’s easy to relate to.” Ashlee W, 20 years, South Africa

What does 21 st century storytelling look like then?

“I think "trust" is one of the most important words in our society today. You can't have a relationship without trust, whether it's with friends, family or a significant other.” Jessi, 19yrs, U.S

It starts with trust. #1 Trusted search engine, trust markers, trust personalities

It’s friggin’ hard work. #2 social listening, audience profiling, design thinking, prototyping, testing, dialogue, empathy mapping, SEO, traffic forecasting, trends, influencers

You get what you pay for. #3 strategy, data, visuals, social media producers, community managers, promotion

It’s about going outside your comfort zone #4 I hate to tell you this, but what you’re selling isn’t as interesting as you think it is. If your brand was a person, it’s time to find it some hobbies.

How big is your brave? #5 It all comes down to you.

Making this practical 1.Have a real understanding of the difference between social media and social networks. 2.Be informed by culture and contribute to it too. Don’t just take. 3.Ensure that you’re using big data to inform big idea: don’t collect it, connect it. 4.Content doesn’t work unless it moves: have an understanding of social channels without feeling you need to be present on everything. 5.Be more human: practice empathy, be genuinely helpful, talk to your customers. 6.Be more exposed: show your faces, show your process, go BTS. 7.Think about the non-verbal communication cues you’re giving off. EVERYTHING communicates.

Thank you. Lisa Talia