According to Howard Gardner, a professor at Harvard University, “Stories are the single most powerful weapon in a leader’s rhetorical arsenal.” Yet most people struggle to think of compelling stories that reinforce their messages.
That’s usually because they’re trying to think of a “big” story. In order to help people get unstuck, I tell them to think smaller. I encourage them to think of a single customer whose life was improved because of their product or a community that is enjoying the benefits of a new public school.
A story can be many things: your personal experience with a person, place, thing, or topic; somebody else’s experience; case studies in the news; or a historical or fictional example....
Digital channels continue to provide advertisers with an ever-growing number of options for marketing to consumers, but there's a problem: many of their messages don't get through.
Many consumers, bombarded by ads, many of which they see as annoyances, have blinded themselves to certain types of ad units, and some, in an attempt to squash ads altogether, have turned to ad blocking software. Coupled with poorly-placed units, advertisers often have no idea how many of their ads have actually been viewed or were even viewable, prompting calls for viewability standards.
Le "print" n'est pas mort ! Surtout quand il s'agit de toucher une cible tres aisée avec des produits de luxe comme des voitures haut de gamme. Dans ce domaine, rien ne remplace une belle photo sur du papier glacé.
A noter que si l'imprimé n'est pas mort, il se double quasi systématiquement d'un QR code pour faire le lien avec le digital.
KFC's latest spokesman...is a vegetarian. Find out how a lack of research left the fried chicken chain in need of some quick crisis management.
Every time an organization chooses a celebrity spokesperson it runs a risk of reputation damage due to that person’s words or actions. A formerly-golden celeb can become a detriment to your reputation overnight (think Lance Armstrong), but typically thorough research will eliminate candidates that simply won’t work.
Of course, sometimes there’s a situation where you can tell someone simply didn’t do the legwork before making a decision....
The NFL, Mountain Dew, Susan G. Komen, and other organizations earned themselves some shameful press this year. Here's a recap.
The 18th annual "Top 10 PR Blunders List," compiled by Fineman PR, features blunders by organizations that were impolitic, inappropriate, indelicate, insincere, ill-advised-and all preventable.
Via Jeff Domansky
Big Bird Will Teach Your Kid To Read Using Qualcomm's Augmented Reality Tech Gizmodo Big Bird Will Teach Your Kid To Read Using Qualcomm's Augmented Reality Tech Were American children just totally illiterate before Sesame Street?
StumbleUpon, Digg, and Empire Avenue—among others—aren't worth the trouble, this blogger says.
Do you feel like you must be on all social media sites? They can eat up a lot of your time if you are on every one. I've joined most of them in the past three years, and have seen many of them change. A few don't drive the traffic they once did to my websites or blogs. Why spend time on them if they are not productive?
Here is my list of social media sites you should ditch...
Right now you’re probably pretty happy with the available gadgets on the market. Phones can do almost anything, cars nearly drive themselves and video games have never looked more fantastic. How much better can it get?
Why do we love our favorite stories? Do they need a beginning, middle and end, and a character who changes by the conclusion? Masters of storytelling explore new answers to age-old questions of the craft.
Rolighetsteorin är tillägnad tanken om att något så enkelt som glädje är det absolut lättaste sättet att få människor att ändra sitt beteende till det bättre. Bidra med ditt experiment för att bevisa teorin och vinn 25,000kr.
eMarketer estimates that the average adult consumes more than 11 hours of media content per day. In November 2011, Facebook alone accounted for an average of 6.6 hours of US social network users’ time during the month.
The increase in media consumption demands an integrated approach to enterprise storytelling across the vast communications ecosystem in a compelling, continuous manner, across multiple screens.
To do this, silos will be broken, and stories will be need to stronger than ever to resonate with the consumption habits of our ever-evolving audience, tailored to the place and time they choose to interact with us. On top of this, our narrative will also need to evolve, from a single point in a press release or advertisement to a living entity that develops fully over the course of weeks or months across multiple platforms.
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