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7 Branded Content Campaigns That Got It Right In 2012

7 Branded Content Campaigns That Got It Right In 2012 | Current Updates | Scoop.it
though brand-created content is not novel, the practice fully bloomed in social-media-saturated 2012. (A salute to the "Brands" that did Branded Content Campaigns right in 2012.

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Karen Dietz's curator insight, January 2, 2013 4:11 PM

OK -- there's a whole lot of storytelling going on here that is really cool!


I checked out some of these websites and listened to the stories. I agree with the author -- these companies are getting it right.


What I like about the ones I checked out is that these stories are not blatent 'buy our product' pieces. Instead they are interesting, inspiring, or creative stories about others.


Enjoy exploring how these different companies are using stories differently. There is some good inspiration here to start 2013 off right!


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

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Improve your Targeting and Tell a Story By Creating Buyer Personas

Improve your Targeting and Tell a Story By Creating Buyer Personas | Current Updates | Scoop.it
Tips on creating buyer personas to improve your marketing strategy and content marketing development.

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Karen Dietz's curator insight, December 27, 2012 1:53 PM

Here is a niftly how-to article on creating Personas by Dayna Rothman in order to target your marketing efforts and be more successful.


What is the connection to storytelling? Well.....Personas are not stories. But they are the characters for your stories. Personas are the research you do to create compelling characters -- for your stories. They are who your stories are about, and who they are targeted to.


Personas clearly help you identify your audience. Effective storytelling relies on knowing who your audience is in order for the stories to connect with them.


At some point in your business, creating Personas is both helpful and an important activity to do.


I like the suggestions in this article for how to do the research to create your Personas, the number to build (no more than 3 please), and the #1 mistake people make when generating their Personas.


This article is not very long, but it does have lots of good tips. What I like to do when creating Personas, or updating mine, is to create a collage for each. It is much more fun and creates a visual record of each that my website and graphic design folks can use.


Enjoy!


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

Mercor's curator insight, December 28, 2012 3:30 AM

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Aizuchi Playbook: Brand Your Business with Story

Aizuchi Playbook: Brand Your Business with Story | Current Updates | Scoop.it

Colleague Andrew Nemiccolo has just published his new e-book on business storytelling and I really like it.

I know -- you are thinking, "What?! ANOTHER ebook on business storytelling??" Yep, and it's good. Here's what I like about it:

1. The focus on 'back-channel' communication and listening
2. Tackling being vulnerable and getting comfortable sharing your personal stories
3. Advice to NOT find stories, but find experiences instead
4. Steps for figuring out who your audience is first before you share a story
5. All the great story prompts for figuring out and organizing the experiences you want to share
6. Tips for creating a story bank of your experiences

I am not crazy about the definition of 'story' that Andrew uses -- basically for him, anything is a story. Well, that's not helpful and actually leads to a lot of confusion for people. A Tweet is not a story, but it can be part of a larger business narrative. Knowing the difference will help you better target your storytelling efforts.

The book is primarily focused on marketing and branding. Even so, the information and advice can be use in a whole host of other biz story applications.

Go grab the easy-to-read-and-digest book and get smarter about working with stories in business.

I have no affiliation with Andrew or his company other than a promise to chat over coffee sometime. Enjoy the book!

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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Just Story It - Scoops

Just Story It - Scoops | Current Updates | Scoop.it

Here are the best articles from across the web that I can find on using stories and storytelling in business.

I've chosen them because they actually make a contribution to our knowledge and wisdom about stories, show us how to apply stories to growing our businesses, or give valuable how-to tips.

 

I weed out all the junk. And besides, who needs another post in why storytelling is important?? Where's the beef?? We want the meat!

 

I've written reviews of each article to share what I like best, what you can get from reading the article, or what may be missing in the article.

 

How To Find A Topic: Click on the Filter tab above, and type in a keyword. All the articles with that keyword will appear.

 

I may occassionally review an article that I think is problematic as a way to educate us all, although most I will simply pass over.  If you wonder if I've seen an article that is not included here, send me a message and I'll respond.

After doing biz story work for over a decade (and with a PhD in Folklore) I hope you find many great insights and tips here. Many thanks for visiting and enjoy the articles!

 

And I hope you will also visit my website for more tips and tools, & take the free Story IQ assessment so you can see how well developed your storytelling skills and knowledge is: http://www.juststoryit.com/storyiq  ;


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ManufacturingStories's curator insight, September 7, 2013 8:15 AM

Karen is dedicated to the art of Storytelling as a key tool in running a business or any other type of endeavor.  Here at ManufacturingStories.com we fully support this art form as the best way to generate positive and effective change.  Thanks Karen for all of your dedicated and tireless work! It's a tood Story!!

Thorsten Strauss's comment, September 9, 2013 8:15 AM
Hello Karen. "Here are the best articles from across the web that I can find on using stories and storytelling in business." Please scoop a new link to these articles. The link you put in the comments only points at your scoop page. Or was the message that your scoop page IS the collection of the great articles? A bit unclear. (PS: I suggested a scoop for you today)
Karen Dietz's comment, September 11, 2013 8:52 PM
Hi Thorsten -- the link needs fixing and I'm trying to do get that done. Thanks for your patience. The link should actually be to the entire curation. This post is a permanent post that acts as a kind of editorial page. The idea is when people want to direct others to the entire collection, they can scoop/re-scoop this page which should lead people to the site. Thanks for the comment and I'll work on clearing up any confusion! And many thanks for the suggestion, which I thought was fabulous.
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Story Worldwide's Storytelling Matrix - Brand Building Model

Story Worldwide's Storytelling Matrix - Brand Building Model | Current Updates | Scoop.it

"This excellent video by Story Worldwide has been featured on Brand Stories for a while now. Not sure if you’ve seen it? If you haven’t, it’s definitely worth your time."

 

Now here is a very articulate and clear model for brand storytelling. There are 3 axis and the short video explains how to read the model. From there you can easily figure out where you are, and where you want to go.

 

Nicely done!

 

And thanks to Omar Kattan of Brand Stories @BrandStoriesNet for sharing this material on his website Brand Stories and then sharing it on LinkedIn in the Brand Stories Group.

 

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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What It Takes: The Right Thing In Biz Storytelling

What It Takes: The Right Thing In Biz Storytelling | Current Updates | Scoop.it

"Short version: Garfield’s piece is a call to brands, cautioning them to restrain from inserting themselves into news stories about the tragedy at Sandy Hook elementary school."


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Karen Dietz's curator insight, December 28, 2012 3:04 PM

This is a very quick post and a brief cautionary tale about branding zeal and overstepping those storytelling bounds.


Sometimes in our rush to seize on an opportunity, even if it is to tell others about the good we are doing, it comes across as dis-ingenuous, creating a story backlash.


All I can say to this post is, "Hear, hear -- I couldn't agree more."


So before you jump on the bandwagon -- stop, take a breath, and do the right thing.


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


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A Brand Shift for 2013: From Aspiration To Inspiration--The Role of Story

A Brand Shift for 2013: From Aspiration To Inspiration--The Role of Story | Current Updates | Scoop.it
It’s tempting to look at pop culture for insight into the zeitgeist, and it’s hard to look at pop culture without seeing a lot of Zombies. This may well not be a coincidence.

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Karen Dietz's curator insight, December 19, 2012 2:51 PM

This article by Alan Snitow goes right along with the other article I curated today on Anthrocapitalism. 


Here Snitow talks about the massive shifts in consumer attitudes/behaviors that are creating shifts in marketing and branding.


The author suggests that one of these huge shifts is away from 'aspiration' marketing, where consumers aspire to buy their way into a better life, to 'inspiration' marketing. Inspiration marketing is focused less on what companies can give, and more on what consumers themselves can achieve. In other words, making customers the hero of the story.


But there is more here to the discussion and I encourage you to read the article. It's not that long and makes great points.


Even better, Snitow shares short videos of companies who have moved from aspirational to inspirational marketing. Perhaps this is what your business needs to do.


And once again, I wonder about the influence of storytelling. Of course stories fit exceedingly well into inspirational marketing.


Yet how much has the awareness, education in, and experiences with stories shaping the conversation and this movement? Maybe it is more of a chicken-and-egg syndrome.


In any event, I find it fascinating that this article and the one on anthrocapitalism show up on the same day but from different sources. And on the same day I received an email newsletter talking about how businesses are now in a post-Demming-process era and now in the era of valueing people in business. And the business was re-defining all of its work to meet this new direction. 


Well, certainly these discussions about the value of people over profits in business have been around for years. Only time will tell if trend watchers are actually seeing shifts that will stick, or if we are all just spitting into the wind again.


How will you show up in 2013? Your thoughts?


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

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The Last Brochure You’ll Ever Need -- Story Works

The Last Brochure You’ll Ever Need -- Story Works | Current Updates | Scoop.it

"Have you ever looked at your marketing materials and thought, “that’s not really me?” Been there. In fact, my (thankfully last) resume comes to mind. And, oddly, my mind wandered a bit, thinking how most marketing materials similarly fail to tell us what’s really unique about a brand."

 

Well, I am embarrassed to admit this, but the author of Story Works, Sharlene Sones, asked me to review her new e-book months ago -- and I am just now getting to it. My apologies Sharlene! But better late than never I guess.

 

I love this book. For several reasons:


Size & readabililty -- this book is constructed so you can easily flip through it. And it is laid out so it is easy to read and digest. Perfect! I can't tell you how many posts and e-books I ignore because the layout makes it too hard to read. And I wouldn't want to subject you to that either. Sharlene's book is a breeze to walk through.

 

Content -- Sharlene does a masterful job at guiding us through the business applications of story. She touches on everything from marketing/branding, unique proposition, sales, to leadership, culture, career development, and back. Whew! That's a lot of territory to cover. But she does it well.

 

Sharlene explains how story will make a difference in these areas -- and WHY it does. And she gives us tips for using story in several applications. As a bonus, there are lots of story quotes to add to your list, along with examples from companies to make her points.

 

What I particularly like is her focus on story as conversation -- and that story sharing is where the real leverage is in org story work.

 

I may quibble a bit on some of Sharlene's points -- are testimonials really stories? Depends on the definition you use. For me, not so much. But the bulk of Sharlene's material is so right on, I am not going to be so picky.

 

Sharlene also tackles 'engagement' as a topic and brings to light the story dynamics involved in that. I think there is still a lot to learn about storytelling and engagement in business, but this gives us a good start.

 

I wish there had been more focus on listening, too. Implied in Sharlene's book is how transformative stories can be in business. A lot of what she talks about is story at the transactional level -- even when story provides inspiration and meaning. For example -- when a business is really in the story groove, stories have the potential to change both the teller and listener. Story as transformation in business is the next frontier I think.

 

I could say more, but I'm running out of space. This book is inspirational and a good kick in the pants for bringing story into your core business activities. If you want a great e-book primer on business storytelling, this is it.

 

If you want to go deeper, dig into the books by Annette Simmons and Steve Denning.

 

You do have to buy this book. But you can also download a chapter for free. I have absolutely no affiliation with Sharlene other than we are colleagues and both went to grad school at the Univ. of Pennsylvania.

 

Happy reading!

 

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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Consumers Hungry for Brand Stories

Consumers Hungry for Brand Stories | Current Updates | Scoop.it

"An October 2012 survey by Edelman Berland and Adobe found that American consumers are looking for deeper brand engagement than banner ads and social media “like” buttons. 73% of the 1000 adults surveyed agreed with the statement, “Advertisements should tell a unique story, not just try to sell.”

 

Well, there can be no argument now about the case for business storytelling! At least as far as branding and marketing is concerned.

 

Enjoy the chart this research shows. I know I'll be using this in my work with clients!

 

Thanks to fellow curator Gregg Morris @greggvm and his Story and Narrative Scoop.it curation for finding this and sharing :)

 

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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Jim Signorelli's comment, October 31, 2012 1:04 PM
thanks Gregg, great find!