Brand Storytelling: Engaging with Digital Natives

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Storytelling

BrandStorytelling:Engaging with Digital NativesBy: Laura Wilson@LauraEWilson

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in fact, a majority of them are leaders with decision-making power and direct reports. While executives have been fretting over the millennials, though, a new generation is growing up behind the scenes Generation Z (born starting in the mid-90s to the early 00s depending on whom you ask).

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The oldest of themillennials are 36. (TBH they arent exactly kids anymore.)

Millennials are considered one of the most powerful generations since the baby boomers in fact, a majority of them are leaders with decision-making power and direct reports. While executives have been fretting over the millennials, though, a new generation is growing up behind the scenes Generation Z (born starting in the mid-90s to the early 00s depending on whom you ask).3

References That Define Them OLDER/ CUSP MILLENNIALSYOUNG MILLENIALS/ GEN Z/DIGITAL NATIVES

Some of this is more about life stage than age cohort 4

True Digital Natives: Those Born after 1995-ishGen Z/ Younger Millennials

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67

Source: Deep Focus' 2015 Cassandra Report %of digital natives prefer narrativesand storytelling.

A brands story is the most important aspect of communication with digital natives. We think in narratives all day long; Personal anecdotes and gossip make up the majority of our daily conversations.

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We think in narratives all day long; Stats are not enough

A story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience. Humans are wired tolisten to stories,love stories, andtell stories. A Harvard Business Review articleexplains that storytelling prompts the body to produce the neurochemical oxytocin. Oxytocin is the feel-good hormone; it also is released when people demonstrate trust or kindness toward one another.In one study, Berkeley scientists discovered that the body produces oxytocin when exposed to character-driven stories.If your content can prompt the body to produce oxytocin, then you know youve done something right

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Idea + Emotion = Story

Storytelling is a proven method of sharing emotion and knowledge.8

F.O.M.O.

Now, whenever we hear a story,we want to relate it to one of our existing experiences. They can't stand the idea of not being in the loop when something new and exciting comes out. the average Generation Z-er spends more than nine hours a day in front of a screen.

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Where you want your stories to fit.

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So WhatsDifferent AboutEngagingDigital Natives?

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You Do Not OwnYour Story.

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That means stuff they could take a picture of, because they all like to share.

-- Wyman Roberts, CEO ofBrinker International

Chilis Is Art Directing Your Buns.

With digital natives you need to art direct everything. Chili's now places its french fries in stainless-steel containers, sits its burgers up higher on the plate and uses buns with more visual appeal.

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Visuals >

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Screen timeAll the time

Generation Z uses 5 screen phone, tablet, laptop, wearable, tv; 9 hours of screen time per day15

Value Speed

Accuracy

Ephemeral content; They want it fast and furious and they care a lot less about things like typos.16

Grub Hub Snapterpiece

The idea is that users can kind of tell a story about their entire day through Stories. It's supposed to be used to give friends a brief look at what interesting things a friend has done in the past 24 hours, nofarther back in time than that.

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Monday morning got me like

They like tospeak theirown language.

But emoji are more than emotional punctuation. They add context, enable wordplay, insert nuance, and let you speak your mind while taking the edge off your message. Theyre tone-of-voice for a medium that has no tone and no voice.Think about emojis long term fate while also thinking about theall-emoji press releaseChevroletproudly shared on Monday.

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LA CountyMuseum of ArtSnapchat

It uses slang-infused captions referencing Internet memes and other pop culture touchstones sure to hit home with the under-30 crowd.

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They AreSociallyConscious, Enviro-Friendly, Global

From an early age, Millennials witnessed firsthand what it takes to be agents of change and as a result, Go out of their wayto buy products and services from businesses they know are helping to create a better world. 60% want to have an impact on the world, compared to 39% of Millennials.

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Photo Source: Lifeunsweetened.comBut they