In den USA traf sich dieser Tage die Creme de la Creme der Content Szene. Die Content Marketing World (#CMWorld) in Cleveland/Ohio ist – wenn man dem Veranstalter glaubt – die größte Veranstaltung zu diesem Thema weltweit. Damit die Konferenz richtig gut promotete, setze man auf einen schlagkräftigen Keynoter, u.z. den zweifachen Oscar-Preisträgers Kevin Spacey- und das hat sich gelohnt.
Spacey ist als pointierter Redner durchaus bereits mehrfach im Marketingbereich aufgetreten und es mangelt ihm nicht an intelligenten Anmerkungen und provokanten Aufrufen zu mehr Mut: „Anyone with the internet and an idea, can create an audience.“
Seine „Sager“ aus dieser Keynote sausten in Windeseile durch das social Web, allen voran twitter und wie könnte es anders sein, es ging um #storytelling 🙂 Mehr dazu hier>>
Hier ein paar seiner Zitate von der Konferenz:
„The story is everything“
„We’re all striving to connect with our audiences…it’s all about the story.“
„It is the risk takers who are rewarded.“
„Stay true to your brand and voice.“
„There are two things that have been happening over the last few decades in my opinion. First, there have been unbelievable, remarkable, pioneering advances in technology and, second, an equal amount of evolution in creativity. These two shifts are meeting at an intersection.“
„They may call themselves marketers, and I call myself an actor, but at the end of the day, we’re all trying to do the same thing and that is reach an audience and tell a story.”
“How can I get my audience to react in this way?” You’re taking the wrong approach. You must find a way to express your ideas and compel your audience to react through the idea itself, and then figuring out what the best representative of that idea may be, and bringing it to life. That’s the only way a story feels unique and not like it’s being ripped off from somebody else.“
„Our stories become richer, when they go beyond the settled order of things, to achieve something unexpected.“
“But the platforms on which we deliver content don’t matter to our audiences. All our audience cares about is the content. They will go and watch something on anything, anywhere, if it’s good”
„At the end of the day, storytelling is actually very simple in its origin as long as there are people who want to tell stories and there are people who want to hear them. We’ll be having this exchange for as long as human beings are around. It’s the kind of democratization of the Internet that has led to the breaking down of barriers into the creative arts.“
“Isn’t good storytelling just luck and a guessing game?” he asked. “No. Good content marketing is not a crap shoot—it has always been about the story.”
“It begins with knowing what story you want to tell,” he said. “Everything else will follow.”
3 Schlüsselelemente um gute Stories zu erzählen
1. Conflict: “Conflict creates tension and keeps people engaged, and the best stories are filled with characters that take risks and court drama,” Spacey said. “It’s the decisions that characters make in the face of these challenges that keep us glued to our seats.”
It’s also true in advertising, he suggested, noting Nike’s ability to play off the tensions found amid our own aspirations. “They channel the voice in the back of our heads—get your ass off the couch,” he said.
Illustrating from his own life, Spacey described the past 10 years of his life working as artistic director of the Old Vic theatre, in London, as one of the most fulfilling periods of his life. “I am a better actor today than when I started,” he said.
Tradition held that instead of the theater, Spacey should have kept making movies and lots of money for his agents. But he decided that tackling the unexpected would be more rewarding. This holds true for the stories we tell, as well. “Our stories become richer, and become far more interesting, when they go against the settled order of things to achieve the unexpected,” Spacey said.
2. Authenticity: Spacey’s next point was a vote for authenticity and truth in storytelling. The actor recalled the time Volkswagen first began selling the Beetle in the U.S. The German manufacturer took some risks by bucking the big-car trend. But rather than hide the Beetle’s small dimensions, it emphasized cost and parking advantages in a successful advertising program.
“Yes, I’m cheaper, more economical, and squeeze into any space I want!” Spacey said. “The truth? Face up to it. Consumers appreciate this authenticity.”
Likewise, Spacey said the television industry is responding to audience demands for authenticity and truth. Calling it the third great era in television, Spacey said creatives now have more control over storylines than ever before. Shows such as “The Sopranos,” “Weeds,” “True Blood,” “Breaking Bad,” and “House of Cards” wouldn’t have been made 10 years ago because TV executives demanded “nice” characters.
3. The audience: Finally, Spacey said marketers must recognize just how much audiences have changed. The sheer variety of devices, platforms, and channels is transforming consumer expectations, which, in turn, impacts marketing and media landscapes.
“The audience doesn’t care about the platform–they care about the content,” he said. “The audience wants control, the freedom to binge. I believe we should give [them] what [they] want.”
Illustrating the point, he referred to Amazon’s recent purchase of Twitch.tv for $970 million, saying that, for some audiences, great computer gamers have become as entertaining as sports stars.
Spacey’s speech was a vote for creative freedom, storytelling in its purest form, risk-taking, and the pursuit of individual passion. Inspiring for sure, but also a challenge for marketers who are wrestling with the best ways to tell stories that help sell products and services.
When asked about the best way to blend creativity and commerce, Spacey gave a simple but insightful response.