21st Century Leadership
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21st Century Leadership
Leadership and Encouragement for the 21st Century
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Rescooped by Roy Sheneman, PhD from Just Story It! Biz Storytelling
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The Future Of Storytelling: Immersion, Integration, Interactivity, Impact

The Future Of Storytelling: Immersion, Integration, Interactivity, Impact | 21st Century Leadership | Scoop.it

As technology becomes more advanced and more accessible across multiple platforms, it’s only natural for consumers to expect increasingly higher standards of creativity and engagement from content creators. Experimentation is all well and good, but what do audiences actually want? To answer this question, research group Latitude has interviewed 158 early adopters and compiled a report that forms the first phase of its The Future of Storytelling project.

 

This article popped up today and I really like the 4 "I's" that it says the best business stories bring to the table: immersion, integration, interactivity, and impact. All stories, if told really well, do this. They immerse the audience and teller in the experience of the story, facilitate integration of messages, are co-created experiences that often generate story sharing back-and forth (interactivity), and have an impact on both the teller and the audience.

 

These 4 "I's" I really like -- they help capture the intent and purpose of our business storytelling. If your stories are not hitting all 4 dimensions, go fix them!

 

The author Martin Bryant is framing his points here in the world of transmedia storytelling -- where stories are told across multiple technology formats. The results of the study shared here contain no surprises if one is familiar with the dynamics of storytelling however.

 

For example: people influencing the media or producers in the creation of stories. Well, that's been happen for a hundreds of years now. Yet I do agree that the rate and amount of access has increased with technology, all of which is a good thing.

 

So what's the take-away here? 


First -- focus on the 4 "I's" in any business storytelling you do in order to be successful. And expand your notions of what Interactivity, immersion, and integration can be. The info shared in the article might spark some ideas for you. If you are in business, are a blogger or content creator of any time, take these 4 "I's" to heart and do more of them.


Second -- stay tuned for the next part of this report that looks very promsing: "Latitude is currently working on phase two of its study, which it describes as “a large-scale international exploration focused on quantifying storytelling trends and opportunities, and understanding key audiences for multi-platform and transmedia experiences.”

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


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How to Engage Your Customers and Employees [a road map for stories]

Most customers now ignore targeted marketing campaigns, avoid responding to offers, and provide minimal feedback when asked. Instead, potential customers interact with each other, bypassing sanitized corporate messages devoid of meaning or value.

 

'Engagement' is dominating the business conversation these days because it is where the world is moving to. Everybody wants customer and employee engagement. Nice concept -- but how do you do it???

 

When I found this article, I said "Finally, here is how to think about this whole 'engagement' thing, and how to craft some next steps!"  The author clearly spells out what is involved in customer engagement.

 

The author Ray Wang shares 9 key components of successful engagement: 3 are people-centric values (the why & your starting point), 3 are delivery & communication styles (the how), and 3 are the right-time drivers (the when).

 

This is no easy task, and there's lots for you to figure out here as you grapple with these 9 components. I've already started making lists and jotting down ideas as I think about the culture of my small company, the community I serve and the steps I take to be credible (the 3 parts to the 3 people-centric values components).

 

Where do STORIES come into play? In how you connect with your communities (which stories to tell), the content you share, they are your catalysts, and your currencies -- which are all part of the 9 key components. Storytelling is woven through them all.

 

When you combine this article with the video from Amy O'Leary on "Beyond the Like Button: Digitally Addictive Storytelling & the Brain," http://www.youtube.com/watch?v=thVbdqY-cCg&feature=player_embedded you will move light years ahead in engaging customers and employees via stories and story sharing.

 

These 2 pieces are some of the best material I've curated lately -- and definitely keepers in my book.


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Karen Dietz's comment, May 16, 2012 5:49 PM
Thank you for re-scooping this article Jerry! Have a good week:)
Rescooped by Roy Sheneman, PhD from Just Story It! Biz Storytelling
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The Power of Story -- short video

Stories are powerful. We put together this little demonstration to inspire our people make more emotional connections.

 

I love his short video about why stories work so well to make information meaningful and memorable!

 

I share it with you today for 2 reasons:

It looks like it would be a very simple video technique you could use for sharing your own business stories. If you need to demonstrate the power of storytelling in your work, share this video!

 

Hope this video gets your week off to a roaring start.


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Karen Dietz's comment, April 14, 2012 3:26 PM
Thanks for re-scooping this JD! Have a wonderful weekend :)
Karen Dietz's comment, April 22, 2012 8:57 PM
Thank you for re-scooping this Elena!
Karen Dietz's comment, April 23, 2012 5:35 PM
Thank you for re-scooping this Heiko!
Rescooped by Roy Sheneman, PhD from Just Story It! Biz Storytelling
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How To Move Your Brand From Good Enough To Remarkable

How To Move Your Brand From Good Enough To Remarkable | 21st Century Leadership | Scoop.it
You've got great people on your team and you have a strong vision for the future. So does everybody else. What you need to work on is getting remarkable.

 

Yep, I couldn't agree more. So how do you get started? Well, first by digging into stories. That's advice tip number one from the author.

 

Next, get this story work out of the exclusive domain of marketing. Now this point I really like because it is rarely acknowledge. But true it is.

 

And finally, if your stories are lacking, or broken, or problematic in any way -- fix them! That happens in part through working with trained story workers. So look around you for help.

 

As the author says, "...then you have to jump in and get to work on being remarkable. It might be the difference between surviving or thriving in 2012 and beyond."

 

I am looking forward to hearing about more remarkable organizations.

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


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Below the Fold: Why Most Brands Will Suck at Storytelling

Below the Fold: Why Most Brands Will Suck at Storytelling | 21st Century Leadership | Scoop.it
"STORY" IS THE NEW "CONTENT." As buzzwords go, story isn’t entirely bad -- for years I’ve pushed clients to be storytellers. I’ve berated the descent of story into a furtive sea of “content,” stripping all emotion from human pursuits.

 

I love this post and its irreverent attitude. It is quite refreshing in this day and age when 'storytelling', 'branding', and 'content' are such pervasive buzzwords and hyped as the cure-all for everything.

 

There are great reminders in this article that great business stories are not sanitized, and that there is danger in always crafting a happy ending.  Only sharing your 'success' stories eventually undercuts your believability. We know there have been mistakes, trials, and tribulations along the way and we want to hear about those too.

 

Why? Because it makes you human. As the author Gary Goldhammer says, storytelling is about people. Brands aren't about Hollywood actors, and "companies are not logos. There are human beings behind them all."

 

There are more insights here in this quick post -- reading it is almost like hitting the 'reset' button when we forget the fundamentals of storytelling after getting caught up in the hyped-up excitement about story branding, social media, content creation, and technology.


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