Bite. Snack. Meal. - coolgrey.comcoolgrey.com/4_Bite. Snack. Meal..pdf · proprietary +...

GLG | Microsoft Enterprise Cloud Storytelling Pitch | March 31, 2015

Bite. Snack. Meal.

proprietary + confidential

Websites shouldn’t just respond to devices. Web experiences should respond to

multiple contexts so that they’re meaningful to every reader, in every moment, on every

device.

Today, users already expect a more meaningful experience on the web – experiences

that not only respond to what device they're using, but also their location, time of day,

what they’ve already read, and events happening in real-time. This can also

incorporate culture elements and localization.

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In the near future, you can imagine brands will create pathways that follow users from

device to device, delivering the appropriate message at the appropriate time to solidify

the relationship between the user and the brand.

This person (a “pather”) would combine a deep understanding of the editorial mission

with empathy for the user to design responsive pathways throughout the site that keep

users engaged.

Instead of the user experiencing the same brand story over and over again in multiple

silos – TV, websites, apps, etc. – they’ll experience a coherent, connected story

whenever and wherever they encounter the brand.

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In a system, the focus is on moving the audience from one interaction to the next.

The goal is to path users along the journey. Where are the obstacles, and how can we

create content that helps you take the next action deeper into the brand – whether

that’s discovering a product, shopping or learning how to use it?

This goal is accomplished by creating a system that adapts to a user’s place and time,

on a specific device, at any point in the customer journey, to get that user to a point

they are ready to take action and engage with your product.

Without a system, the user experience is left to chance.

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proprietary + confidential 7


A brand, like a person, is not singular. It has many facets and, therefore, many stories

to tell.

Rather than focusing on a single core message that talks to one audience in large

scale media, atomizing involves creating many stories in custom fashion for many

groups.

This system is connected through a brand belief, ethos or organizing principle that is

clear, yet flexible.

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Brand Atomization is the ability to tell multiple stories in many ways by producing

content and experiences in pieces big and small.

Think Bite, Snack, Meal.

To tell an interesting and relevant story, the content that brings it to life must be

form-fitted for each method, platform and audience need.

Atomizing enables content creation across the audience involvement and format

spectrum, from lightweight and disposable to immersive and permanent.

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The Bite

Short, Twitter-friendly quotes and images that pique interest and drive click-throughs.

It includes a call to action to Retweet the quote.

The Snack

A shorter version of the article. Call it a quick read. It gets all the key details into a

condensed format that is easily shared through social media channels and RSS feeds.

It ends with a question to compel users to comment and get conversations started.

The Meal

The full article, including in-depth coverage of the story and the full-length video.

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Bite Snack Meal


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