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Tell me with an App Using digital storytelling in apps for marketing, from creativity

Tell me with an App

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Using Digital Storytelling in apps: marketing and creativity | #IWHE14 4th INTERNATIONAL WORKSHOP ON HIGHER EDUCATION Universitat de Vic // Tell me with an App // Armando Liussi, Academic Director of PG Digital Marketing Inesdi

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Page 1: Tell me with an App

Tell me with an AppUsing digital storytelling in apps for

marketing, from creativity

Page 2: Tell me with an App

Mando Liussi@mandomando

mandomando.com

Helping leaders make the shift to social

Page 3: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Developer point of view

• Real App Strenghs

• User's supposed needs

• Business related supposed needs

• Company's supposed needs

• Brand's supposed needs

Goal?SWOT?

Page 4: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

User point of view

• Need-Use Timing

• Social context

• First time Motivation

• Usage: Fidelity & engagement

Page 5: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Company point of view

• Marketing

• Communication

• Productivity

• HR

• Control

Page 6: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Brand point of view

• Visibility

• Popularity

• Reputation

• Conversion

• Virality

Page 7: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Needs vs Values

Perception vs Realities

Page 8: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Fact:

Mobile growth is

moving into media,

advertising,

software, and

services

Read

more: http://www.b

usinessinsider.com/t

he-future-of-the-

mobile-industry-

2014-

11?op=1#ixzz3KjkKq2

Qx

Page 9: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Page 10: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Fact:

Mobile Messaging Apps Are Growing At The Cost Of

Social Networking Sites [Study]

Q3 2014 report | GlobalWebIndex

http://ow.ly/Fd1si

Page 11: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Fact:

3 downloaded apps in 2013 per 2 in 2014

Deloitte TMT Consumo movil España 2014

http://ow.ly/Fd2Uu

Page 12: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Needs vs Values

Perception vs Realities

Page 13: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Milestone

Page 14: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Milestone attributes

• Paths

• Tags

• Goals

Page 15: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Event

Page 16: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Event attributes

• Timing

• Place

• Environment

• Extras

Page 17: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Event attributes

• Timing

• Place

• Environment

• Extras

• Arrival time

• Duration

• Postdata

Page 18: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Event attributes

• Timing

• Place

• Environment

• Extras

• Macro Geo

• Micro Geo

• Building

• Room

Page 19: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Event attributes

• Timing

• Place

• Environment

• Extras

• Entities

• Identities

• Relationship state

Page 20: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Event attributes

• Timing

• Place

• Environment

• Extras• Goals

• First community

• Newbies

Page 21: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Branded event

Page 22: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Branded Event attributes

• Timing

• Place

• Environment

• Extras

Page 23: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Branded Event attributes

• Timing

• Place

• Environment

• Extras

• Arrival time

• Duration

• Postdata

Page 24: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Branded Event attributes

• Timing

• Place

• Environment

• Extras

• Macro Geo

• Micro Geo

• Building

• Room

Page 25: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Branded Event attributes

• Timing

• Place

• Environment

• Extras

• Entities

• Identities

• Relationship state

Page 26: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Branded Event attributes

• Timing

• Place

• Environment

• Extras• Goals

• First community

• Newbies

Page 27: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Every event deserves a story to tell

Page 28: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Every branded event

need a story to stick to,

to be efficient,

to be memorable

Page 29: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Tell me, I’ll forget

Show me, I’ll remember

Involve me, I’ll understand

Page 30: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

nomophobia

Page 31: Tell me with an App

Tellme with an App

Page 32: Tell me with an App

Tellme with an App

Page 33: Tell me with an App

TellInvolveme with an App

Page 34: Tell me with an App

Using digital storytelling in apps for marketing, from creativity

Involveme with an App

Page 35: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Event

Page 36: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Eventtimeline

Page 37: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Eventtimeline

Event comesEvent is coming Grand Finale

Page 38: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Eventtimeline

Event comesEvent is coming Grand Finale

(brand point of view)

(branded)

Page 39: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Eventtimeline

Event comesEvent is coming Grand Finale

(brand point of view)

(branded)

leitmotiv /story

Page 40: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Eventtimeline

Event comesEvent is coming Grand Finale

(brand point of view)

(branded)

leitmotiv /story

Page 41: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Event is coming

Page 42: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Event is coming

• Timing

• Place

• Environment

• Extras

• Arrival time

• Duration

• Postdata

• Macro Geo

• Micro Geo

• Building

• Room

• Entities

• Identities

• Relationship state• Goals

• First community

• Newbies

Page 43: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Event is coming

(brand point of view)

(branded)

Page 44: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Event is coming

(brand point of view)

desire

Page 45: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Page 46: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Page 47: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Page 48: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Page 49: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Event is coming

• Timing

• Place

• Environment

• Extras

• Arrival time

• Duration

• Postdata

• Macro Geo

• Micro Geo

• Building

• Room

• Entities

• Identities

• Relationship state• Goals

• First community

• Newbies

Page 50: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Event is coming

Page 51: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Eventtimeline

Event comesEvent is coming Grand Finale

(brand point of view)

(branded)

leitmotiv /story

Page 52: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Branded event comes

(brand point of view)

property

Page 53: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Event comes

Simultweeting

Page 54: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Event comes

Simultweeting

Page 55: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Event comes

• Timing

• Place

• Environment

• Extras

• Arrival time

• Duration

• Postdata

• Macro Geo

• Micro Geo

• Building

• Room

• Entities

• Identities

• Relationship state• Goals

• First community

• Newbies

Page 56: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Event comes

Page 57: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Page 58: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Grand finale

Page 59: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Grand finale

• Timing

• Place

• Environment

• Extras

• Arrival time

• Duration

• Postdata

• Macro Geo

• Micro Geo

• Building

• Room

• Entities

• Identities

• Relationship state• Goals

• First community

• Newbies

Page 60: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Grand finale

(brand point of view)

branding

Page 61: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Grand finale

• Timing

• Place

• Environment

• Extras

• Arrival time

• Duration

• Postdata

• Macro Geo

• Micro Geo

• Building

• Room

• Entities

• Identities

• Relationship state• Goals

• First community

• Newbies

Page 62: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Grand finale

Page 63: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

one app for meTribe’s apps

Page 64: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

one app for me“Ego” App

Page 65: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Page 66: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Page 67: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Page 68: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

3 new apps per day

Page 69: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Page 70: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

• Instagram platform developers

• Global shopping network which connects brands and retailers

• Shoppable photos, rights management and analytics

• News and media publishers to search, request and publish

• Deliver customer service over social media at a large-scale

Page 71: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Page 72: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Every branded event need a story to stick to,

to be efficient, to be memorable

Tellme withanApp

Show me withanApp

Involveme withanApp

Page 73: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

Mando Liussi@mandomando

mandomando.com

thanks and stay in touch!

Page 74: Tell me with an App

D e c , 3 t h | T e l l m e w i t h a n A p p

https://secure.flickr.com/photos

/thebigdurian/6570738285

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wallart/214918651

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simmons/130008318

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onrodart/4206314478

Photo credits