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REVENGE OF THE STORYMAKERS

How brands are backtracking on storytelling and building on your stories instead

David Berkowitz

CMO, MRY

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HousekeepingDavid.Berkowitz@mry.com@MRY / @dberkowitzwww.mry.comslideshare.net/davidberkowitz

1) From storytelling to storymaking2) 6 traits of storymaking3) Way too many examples (youre welcome)4) Action items5) Q&A (about the presentation or anything else on your mind)6) Ovation (standing optional)

BEST AGENDA EVERRRRRR

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A brief story

about the end of storytelling

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Why are there always BEARS?????!?!?!?!?!??

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6 TRAITS OF STORYMAKING

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Storytelling Storymaking

Storytelling vs. Storymaking

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Storytelling StorymakingProprietary Participatory

Storytelling vs. Storymaking

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Storytelling StorymakingProprietary ParticipatoryIdea-inspired Fan-inspired

Storytelling vs. Storymaking

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Storytelling StorymakingProprietary ParticipatoryIdea-inspired Fan-inspiredCentralized Decentralized

Storytelling vs. Storymaking

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Storytelling StorymakingProprietary ParticipatoryIdea-inspired Fan-inspiredCentralized DecentralizedPredetermined Unpredictable

Storytelling vs. Storymaking

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Storytelling StorymakingProprietary ParticipatoryIdea-inspired Fan-inspiredCentralized DecentralizedPredetermined UnpredictableUnilateral Reciprocal

Storytelling vs. Storymaking

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Storytelling StorymakingProprietary ParticipatoryIdea-inspired Fan-inspiredCentralized DecentralizedPredetermined UnpredictableUnilateral ReciprocalApproved Authentic

Storytelling vs. Storymaking

via @dberkowitz

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1) Participatory

1) Participatory (Share a Coke)

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1) Participatory

Share a Coke baby announcement

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1) Participatory

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2) Fan-Inspired

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2) Fan-Inspired

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2) Fan-Inspired

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2) Fan-Inspired

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3) Decentralized

3) Decentralized

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3) Decentralized

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3) Decentralized

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Halfway there. Lets use this image again!

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4) Unpredictable

4) Unpredictable

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4) Unpredictable

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4) Unpredictable

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5) Reciprocal

5) Reciprocal

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5) Reciprocal

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6) Authentic

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6) Authentic6) Authentic

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6) Authentic

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6 STEPS FOR STORYMAKING

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Storytelling Storymaking Action

Storytelling vs. Storymaking

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Storytelling Storymaking ActionProprietary Participatory Invite

Storytelling vs. Storymaking

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Storytelling Storymaking ActionProprietary Participatory InviteIdea-inspired Fan-inspired Listen

Storytelling vs. Storymaking

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Storytelling Storymaking ActionProprietary Participatory InviteIdea-inspired Fan-inspired ListenCentralized Decentralized Organize

Storytelling vs. Storymaking

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Storytelling Storymaking ActionProprietary Participatory InviteIdea-inspired Fan-inspired ListenCentralized Decentralized OrganizePredetermined Unpredictable Plan

Storytelling vs. Storymaking

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Storytelling Storymaking ActionProprietary Participatory InviteIdea-inspired Fan-inspired ListenCentralized Decentralized OrganizePredetermined Unpredictable PlanUnilateral Reciprocal Incentivize

Storytelling vs. Storymaking

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Storytelling Storymaking ActionProprietary Participatory InviteIdea-inspired Fan-inspired ListenCentralized Decentralized OrganizePredetermined Unpredictable PlanUnilateral Reciprocal IncentivizeApproved Authentic Accept

Storytelling vs. Storymaking

via @dberkowitz

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Questions?

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Gratuitously using this one more time.

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Thanks, friends!David.Berkowitz@mry.com@mry / @dberkowitzwww.mry.com slideshare.net/davidberkowitz

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