Zilelebiz 2010: Bogdan Olteanu

digital prorstorytelling to hyperactive children

Why do we (agencies on behalf of the brands) tell stories?

PROBLEMS!

[Local one] - online purchase

[Global one] - talking to hyperactive children

HIPERACTIVITY!

(as per Diagnostic and Statistical Manual of Mental Disorders)• Often does not pay close attention to details• Often has trouble paying attention on tasks or play activities• Often does not seem to listen when spoken to directly• Can often be easily distracted• Often fidgets with hands or feet or squirms in seat• Often runs about or climbs when and where it is not appropriate• Is often "on the go" or often acts as if "driven by a motor"• Often talks excessively• Often blurts out answers before questions have been finished• Often has trouble waiting one's turn• Often interrupts or intrudes on the others

PARTS OF A SPEECH

(as per De Inventione – Cicero)Exordium - opening Narratio - statement of facts Divisio or Partitio - the statement of the point at issue and exposition of what the orator proposes to proveConfirmatio - exposition of argumentsConfutatio - refutation of one's opponent's arguments Conclusio - peroration

DEALING WITH HIPERACTIVITY

• Sport activities• Clear rules• Hot bubble baths and massages• Diet – no sweets, no fast-food, no fizzy drinks• Guided imagination

BRAND EQUITY

• Accurate targeting• Consistent messaging• Repeated exposure

TYPES OF SOCIAL MEDIA

Controlled environments

Mixed Environments

• Blogs• Video and image sharing• Social Networks (customized version)

• Social Networks (default version)

PROBLEMS OF MIXED ENVIROMENT• It is a circus!• It is very fast – thus very expensive to keep track

of the conversation• The content is obsolete in no-time• Information accountability? Ha! Ha!• Almost impossible to achieve more then raw

awareness

SOLUTIONS

1. Rewrite briefs and procedures and client – agency relation. (Hope I live long enough to see this happening.)

2. Steal visitors from mixed environments and bring them to controlled environments. Redirect them from Facebook, Twitter etc. to landing pages. (Where one can properly tell a story.)

For Sale: Baby shoes, never worn.

Thank you!

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