CONTENT CREATION & STORYTELLING

Transcription

1 ANDREA ZEREROVÁ. INFORM SLOVAKIA APRIL 9, 2014 CONTENT CREATION & STORYTELLING 1

2 GOOD CONTENT IS ALL ABOUT STORIES RELEVANCE AND HEROES CONTENT CREATION: STORYTELLING 2

3 RELEVANCE NEWSWORTHINESS STORY WELL TOLD EMOTIONAL IMPACT TOTAL SUPRISE HUMOR ACTION = RELEVANCE CONTENT CREATION: STORYTELLING 3

4 STORYTELLING - THE BIRTH OF STORIES AND HEROES Remarkably, it happened on the same day CONTENT CREATION: STORYTELLING 4

5 THE HERO A HERO (OR A HERO ENSEMBLE/TEAM). He s the one the audience follows through his journey. DEFINE the most qualified key talent for your story. (Likable, polarizing or distinctly engaging) You want to achieve that the audience cares for your protagonist and wants him to succeed in what he does. The HERO has to suffer. He has to overcome obstacles. CONTENT CREATION: STORYTELLING 5

6 STORYTELLING The higher the EXPECTATIONS of your hero, the better for the story. The hero has to have a clear GOAL The hero has a strong MOTIVATION He has to fulfil TASKS He has to overcome OBSTACLES He can have THROWBACKS He has to have a strong RIVAL Content Creation / Storytelling 6

7 WE DON T REPORT ON EVENTS WE REPORT ON PEOPLE. AND SOMETIMES THESE PEOPL ATTEND EVENTS. WERNER EKSLER, CPO RED BULL MEDIA HOUSE CONTENT CREATION: STORYTELLING 7

8 STORYTELLING ASK THE RIGHT QUESTIONS AND ANSWER THEM WHO are the characters? WHY are they doing it? (MOTIVATION) WHAT obstacles do they have to overcome? WHAT are they doing to reach their goal? WHAT are the consequences? CONTENT CREATION: STORYTELLING 8

9 3 ACT STRUCTURE THE STORY Has a clear beginning (the challenge), a middle (the task/journey) and an end (result/payoff/outlook) Ideally follows the 12 stages of the Hero s Journey Has at least two plot points, which are turning points in the story BEGINNING MIDDLE END and tent-poles for the story arc 9

10 STORY EXAMPLE WATCH IT HERO S JOURNEY KARINA HOLLEKIM 10

11 STORY STRUCTURE EXPOSITION THE HERO OVERCOMES SMALLER OBSTACLES Back on Ski again PLOTPOI NT PAYOFF ACCIDEN T HERO Physiotherapist SIDEKICK PLOTPOI NT Decision to ski again BEGINNING MIDDLE END 11

12 SUMMARY 1 2 ANALYZE YOUR EVENT / PROJECT AND FIND THE KEY ELEMENTS OF THE STORY DEFINE THE MOST QUALIFIED PERSONALITY FOR YOUR STORY AS THE HERO 3 4 CREATE HIGHEST POSSIBLE HEIGHT OF FALL FOR YOUR HERO FOLLOW YOUR HERO. THE MORE TASKS HE HAS TO FULFIL DURING HIS JOURNEY, THE MORE THE AUDIENCE WILL CARE FOR HIM. 5 IN EVERY STORY THERE HAS TO BE THE GOAL (MOTIVATION), THE RISK OF FAILURE AND THE HAPPY ENDING (OR THE FAILURE) 12

13 DISTRIBUTION STRATEGY ANDREA ZEREROVA INFORM SLOVAKIA 2014

14 WHAT/WHO ARE YOU PRODUCING FOR? 14

15 1. THE RIGHT CONTENT PORTFOLIO DRIVES THE DEVELOPMENT OF VALUABLE AND RELEVANT CONTENT. 15

16 2. EXPLOITATION MODELS 16

17 2. EXPLOITATION MODELS PORTFOLIO MAXIMIZES CONTENT IMPACT. 17

18 EXPLOITATION 2. EXPLOITATION MODELS COMMUNICATI ON OWN CHANNELS CENTRAL CREATION COMMERCIAL DISTRIBUTION 18

19 3. PHOTOGRAPHY AND MOVING IMAGES 19

20 easy to distribute/share/consume element of mystery give different perspective on an everyday scene ignites secondary thoughts and emotions consumption versatility is large That s what we are all about right?? STILLS ARE PRACTICAL & TANGIBLE KING big driver for Media Coverage FREEZES A MOMENT IN TIME sense of wonder and amazement in the viewer Photography Development 20

21 Photography Development 21

22 Photography Development 22

23 Photography Development 23

24 Photography Development 24

25 THIS LEADS TO THE CREATION OF 25

26 4. NEWSDESK 26

27 NEWSDESK 4. NEWSDESK News images vs. editorial image Editorial Image Composition of two photos News Image No retouch 27

28 28

29 Janean Chun / Huffington Post 29

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31 TOP RED BULL EVENTS (RE CONTACTS, ALL FORMATS) Red Bull Stratos Roswell New Mexico, USA ( ) King of the Peak Colorado Springs, USA ( ) Red Bull X-Fighters Osaka Osaka, Japan ( ) Red Bull Cliff Diving Boston Boston, MA, USA ( ) Red Bull Music Academy New York New York, USA ( ) Red Bull Youth America's Cup San Francisco, CA, USA ( ) Red Bull X-Alps 2013 Salzburg - Monaco, Austria ( ) Red Bull Cliff Diving Thailand Andaman Sea, Thailand ( ) Red Bull Soapbox Race London London, United Kingdom ( ) RORAIMA Jäger des Augenblicks Germany ( ) Red Bull X-Fighters Madrid Madrid, Spain ( ) NO OF ITEMS CONTACTS RB MEDIA VALUE Red Bull Stratos reached 10.3 billion since the first announcement of the event (7.75 bio contacts in print & TV, plus 2.5 bio online). Most contacts were generated in the US (3.17 bio), Germany (1.15 bio) and Turkey (597mio). Red Bull Stratos still ranks #1 of Red Bull events covered by media in most months (e.g. 115 mio contacts in January 2014). 31

32 QUESTIONS? THANK YOU! 32