Storytelling: Telling Stories with Big Data

Having explored the topic of storytelling in several blog posts, we now want to approach it from a completely different perspective. Big Data is said to have the potential to transform entire industries and bring improvements to almost all functional areas of a company – it's practically the miracle cure we've all been searching for. Or is it just a gimmick from the data industry? Setting that aside, the data obtained could be well used not only to act rationally and analytically but also to listen to customer needs and tell stories that are relevant to them.

The Power of Data

Everyone knows the adage “Knowledge is power,” but it usually refers not just to knowledge itself but also to its application. What good is all the world's knowledge if we cannot do anything with it? Too much knowledge can even prevent us from approaching things with curiosity and an open mind.

Due to the growing number of smart devices in our everyday lives, the amount of data collected is increasing rapidly. Some even speak of a “data explosion.” Cisco predicts that by 2019, two zettabytes of data will be transmitted over the internet annually, with global data traffic set to triple. But what ultimately does all this collected data bring us? The Fraunhofer Institute for Intelligent Analysis and Information Systems highlighted the opportunities of Big Data for companies in a study.

THESE OPPORTUNITIES INCLUDE:

• better corporate governance based on forecasts and real-time analyses
• smarter information systems based on independent data analysis
• mass customisation for users

A completely different approach to Big Data is using the data to improve storytelling. The data could be used not only for forecasts and seemingly endless optimisation work within corporate structures. Instead, the data could simply be used to tell better stories. Below, we present three methods for finding better story approaches and ultimately gaining more customer attention.

Analysing Website Traffic

Analysing website traffic is often exclusively associated with measuring digital communication success. Nowadays, an incredible variety of data about users can be collected. How meaningful the measurement and evaluation of this data or key figures is, is another topic. However, common analysis tools like Google Analytics also offer the possibility to gain insight into user behaviour.

TO GAIN VALUABLE INSIGHTS, THE FOLLOWING DATA ARE AMONG THOSE SUITABLE:

• The user's behaviour flow provides information on how visitors navigate through the website. It also shows where visitors spend the most time and where they are most likely to leave. This helps determine which content on a website is particularly popular. This content can then be further expanded or reused in new stories.
• Many tools, such as Google Analytics and Mailchimp, offer the option to analyse demographic data. This allows for a very accurate picture of users. Often, additional information about users' affinity or interest groups is also available. This improved understanding of users enables better alignment of storytelling.
• An overview of user acquisition provides information on where visitors come from. It is worth looking at search engine referrals (“Organic Search”). This reveals which search terms users use to reach the website. Thus, storytelling can be approached more focused, and potentially new topics discovered.

Monitoring Social Networks

Many people hardly ever leave social networks like Facebook, Twitter, and others today. Social media serves as a news channel and is increasingly used to specifically access information. While Facebook groups host discussions on diverse topics, from Paleo recipe searches to the best marathon preparation, Google is used more for targeted searches. It is no longer a secret that target audience-specific alignment on social networks offers a significant advantage over search engines. E-commerce trends like social buying have been leveraging this advantage for a long time.

But how can social networks be used to tell better stories? You can actively listen and find out what interests the target groups and what problems they have. To do this, you can get involved in Facebook groups or use the networks' search tools. Especially on Twitter, hashtags provide a good overview of current topics. Monitoring tools like mention also provide information about what is being said about your own company and brand. This makes it easier to enter into conversation with customers and meet them where they currently are. Ultimately, with this information, it also becomes easier to tell stories relevant to the target groups.

Identifying Trends Early

The internet can also be used to identify trends early. Google Trends, for example, provides valuable insights into current user search behaviour. These trends can also be restricted to specific topic categories and countries. In addition, the tool can be used to explore trends. Related searches and comparisons provide information on how different topics are interconnected. This allows you to quickly find out what is currently occupying people. The insights can subsequently be used to expand the range of topics in the stories told.

Building Stories Around Data

The wealth of data on the internet can be quite overwhelming. Therefore, it is important not to get lost in it and waste valuable time. After gaining an overview of what interests people and what topics or problems currently concern them, the actual work of storytelling begins: based on a

to tell a good, emotional story. This is best done today transmedially across multiple channels.

Contrary to IMDb's Big Data rating, Dominik Berger is heavily impressed by the new “Batman v Superman.” For him, a good story can feature two great heroes. At Zensations, he focuses on how clients from various industries can optimally convey their stories online to their target audiences.