Professional Documents
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@alextrickett
THE ART OF DIGITAL
STORYTELLING
DIGITAL CONSULTANT
¡ 20 years in sport
¡ Twitter: global head of sport
¡ Imagination: brand strategist
¡ BBC Sport: editor & jour nalist
Advertising $ =
Shift to Usage (Mobile) Continues
50%
36% 36%
30% ~$7B
29% Opportunity
26%
20%
20%
18%
10% 13%
9% 9%
4%
0%
Print Radio TV Desktop Mobile
Source: Internet and Mobile advertising spend based on IAB and PwC data for full year 2017. Print advertising spend
based on Magna Global estimates for full year 2017. Print includes newspaper and magazine. ~$7B opportunity 96
Ooyala Global Video Index calculated assuming Mobile (IAB) ad spend share equal its respective time spent share. Time spent share data based
on eMarketer (9/17). Arrows denote Y/Y shift in percent share. Excludes out-of-home, video game & cinema advertising.
¡ Premier
League rebrand
is best in class
¡ Took a tired,
traditional
brand and
made it sing:
§ Simplified
§ Colourful
§ Consistent
§ High impact
Don’t assume
ev e r y f a n
k n ow s h ow to
fi n d a n d fo l l ow
yo u r
social/digital
channels
¡ D r a gging a nd
d rop p ing
b roa d c a st vid e o is
not e nou gh
¡ S oc ia l- fir st vid e o
of te n ne e d s ex t r a s
to st a nd ou t:
§ Graphics to
highlight areas of
extra interest
§ Subtitles (because
85% of FB users
have sound off)
§ Data points to give
context…
¡ Easy to use
¡ Global
¡ Fun
¡ Emotive
¡ Can be branded
¡ Now popular on
Instagram
Stories as well as
Twitter
¡ You can’t
prepare for
ever y
eventuality
¡ But you will
be judged on
how you
respond
¡ Adversity
breeds
oppor tunity!
Alex Trickett Consultancy
POWER TO THE PEOPLE
¡ People follow
people fir st NOT
orgs/brands
¡ Convey
per sonality via
your people
¡ Use injured
player s (Mendy)
¡ The balance of
media power
has shif ted
¡ Mega brands
like Nike and
Cristiano
Ronaldo now
promote
themselves
and their
interests via
YouTuber s
¡ Think
nic he/local!
Alex Trickett Consultancy
HERO THE “ORDINARY”
¡ Trend towards
extraordinar y
moments from
ordinar y
people
¡ Good or bad!
¡ When Astros
won the World
Series, video of
a fan losing his
cap won social
Control the
o u t c o m e / r e wa r
d as
a p p r o p r i a te .
Fa n vo te s a r e
n o to r i o u s l y
unpredictable…
¡ Gaming holds
attention like
nothing else
¡ Spor ts brands
use games to:
§ Tell stories
§ Create talking
points
§ Entertain
§ Reward fans
Just ask…
Harry Kane and
Dele Alli
USING IDEO
AND EOPLE
¡ VIDEO:
Because, in a 4G/5G world, people are addicted to mobile video and
it requires creativity and innovation to stand out:
• GIFs, data/graphic overlays, virtual and augmented reality
¡ PEOPLE:
Because people follow people. Your people – from CEO to players to
influential fans – are your biggest assets. Put them to work:
• Make them accessible, human and FUN; cherish your community
Alex Trickett Consultancy
NEVER
STAND STILL!
All digital
p l a t fo r m s a r e i n
permanent beta
Yo u h av e
p e r m i s s i o n to
try new things
B u t d o n ’ t fo r g e t
w h o yo u a r e
i n n ova t i n g fo r
L i s te n , l e a r n ,
t a ke i n s i g h t a n d
i n n ova te a g a i n !