Digital Brand Mar...
Follow
Find tag "marketing"
3.8K views | +3 today
Digital Brand Marketing
Your new post is loading...
Your new post is loading...
Rescooped by Os Ishmael from Just Story It Biz Storytelling
Scoop.it!

For Success In Social Media, You Need Storytelling. Conversation Is Not Enough

For Success In Social Media, You Need Storytelling. Conversation Is Not Enough | Digital Brand Marketing | Scoop.it
Cognitive anthropologist Bob Deutsch argues that brands seeking connections with people should be looking to enter their narratives, not their...

Via Karen Dietz
more...
Karen Dietz's curator insight, December 17, 3:07 PM

Here's a great post on the next upgrade in social media interactions that suggests we move from conversations to actual storytelling.


Yeah!


I like how the author, Bob Deutsch, makes a case for this and offers us specific steps to take for making the transition.


May 2015 bring us enhanced storytelling and success in all our social media efforts.


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

BLUENSCOTTISH's curator insight, Today, 1:05 PM

Thank you Karen Dietz

Rescooped by Os Ishmael from Marketing Revolution
Scoop.it!

Will Hubspot Change Moribund CRM Landscape? Yes

Will Hubspot Change Moribund CRM Landscape? Yes | Digital Brand Marketing | Scoop.it

Posted by Serge Salager on TechCrunch Editor’s note: Serge Salager was formerly CEO of OneMove Technologies and a marketing manager at Affinnova and Procter & Gamble.   After several years of relatively stagnant waters, what was a dull CRM landscape dominated by one player is heating up dramatically. Salesforce officially put its $3.5 billion market …

Marty Note
WOW and WOW. Hubspot confirms what web marketers already know - distance between CRM, CMS and Content Marketing / Curation is short. As distinctions between tools blurs because it must we will gain.

Perhaps a new generation of tools will actually WORK without needing to string a ten tools together, bridge five analytics ecosystems and answer the questions we need to know in near real time.

Pigs flying yet? HubSpot's CRM entry could be ALL GOOD though :). M


Via Martin (Marty) Smith
more...
No comment yet.
Rescooped by Os Ishmael from digital marketing strategy
Scoop.it!

Web Design Trends 2015 [Infographic]

Web Design Trends 2015 [Infographic] | Digital Brand Marketing | Scoop.it
Explore the top web designing trends for 2015. The infographic discusses the top 6 predictions that are set to rule the web designing world in 2015.

Via Martin (Marty) Smith, malek
more...
Martin (Marty) Smith's curator insight, December 8, 9:37 AM

Liked and agreed with all 6 of these 2015 Web Design Trends when I read the post without the infogfpahic. Infographic helps and I bet wil get more shares :). M

malek's curator insight, December 8, 11:24 AM

I like“Card” design, no, it\s not new, but I find it a good tool for designers working on responsive websites. Cards are a great way to keep things modular

Rescooped by Os Ishmael from Just Story It Biz Storytelling
Scoop.it!

Become A More Powerful Story Listener With This Exercise

Become A More Powerful Story Listener With This Exercise | Digital Brand Marketing | Scoop.it
Inspired by a Quaker practice.

Via Karen Dietz
more...
Karen Dietz's curator insight, December 5, 1:25 PM

It is easy to forget -- or simply not get -- that story telling is only half the equation in business. The real power behind story telling is actually in story listening.


Author Greg McKeown shares with us a very powerful listening activity that will surely bring tons of new insights to us. And he reminds us that simply listening is one of the fastest and most inexpensive ways to improve engagement. Makes sense.


Read more about the importance of listening, it's ROI, and then the activity. The exercise won't bring you stories, but it will lead to some great discoveries along with increased engagement.


And if you want to generate even more understanding, connection, and interactions, at the right time you can always evoke a story by asking, "Tell me about a time when...."


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

Art Jones's curator insight, December 7, 11:38 AM

The ability to craft a thought provoking question is the best way to begin a conversation and the very best way to establish a basis for being an engaged listener. This HBR article suggest that with employee engagement trending lower and lower the best ways to reverse the trend is through listening.


Excerpt:

Deep engagement does not begin with getting people to listen to you; it begins when you really listen to them. Powerful listening is one of the rarest executive practices today, not because of a lack of skill – although that is often the case – but because it’s a skill that’s under attack from social media, smart phones and the ubiquitous expectation of instant reactions. Have you ever been in the middle of a conversation when the other person just started checking his phone? Of course you have. We have a listening famine going on and it’s a shame, because in a knowledge age, so much value creation lies in the ability to figure out what’s important—by listening.

Barbara Ganley's curator insight, December 10, 9:13 AM

As Richard Kearney put it, "It takes two to story..."

Rescooped by Os Ishmael from Marketing Revolution
Scoop.it!

Unilever's Project Sunlight = Best Cause Marketing We've Seen! Many Lessons To Learn...

Unilever's Project Sunlight = Best Cause Marketing We've Seen! Many Lessons To Learn... | Digital Brand Marketing | Scoop.it

Great Cause Marketing
+Unilever's Project Sunlight (https://www.projectsunlight.us ) is some of the best #causemarketing I've ever seen and I spent a year creating CureCancerStarter.org. Lots to learn from here including:

* Arresting Visual Marketing.
* Collage of stories under a united theme clearly defined yet artistically balanced.
* Multimedia approach (pictures, video, text, & multiple sites).
* Consistency of tone & pitch.
* Curation of THEIR stories, passion and emotion.
* Splash of logic kissing hand of emotion.

Great work, good cause and lots to learn from. #toogood


Via Martin (Marty) Smith
more...
No comment yet.
Rescooped by Os Ishmael from Business in a Social Media World
Scoop.it!

5 Social Brands That Rock at Defying Best Practices

5 Social Brands That Rock at Defying Best Practices | Digital Brand Marketing | Scoop.it

What this article proves is that best practices are nothing if you don't know who you are serving.

 

Brands mentioned:

 

- Denny's (Tumblr)

- TSA (Instagram)

- Zara (Facebook)

- Parks and Recreation (Twitter)

- Wisecrack (YouTube)

 

I would have loved to see case studies for Pinterest and Google+ too!

 

Read at http://www.brianhonigman.com/defiant-social-media/

 

----------------

 

Cendrine Marrouat


Via Cendrine Marrouat - www.socialmediaslant.com
more...
Rescooped by Os Ishmael from Marketing Revolution
Scoop.it!

Content Curation: 7 Reasons Why You Must via @HaikuDeck

Content Curation: 7 Reasons Why You Must via @HaikuDeck | Digital Brand Marketing | Scoop.it

We shocked a SEO Meetup suggesting 90% curation to 10% content creation. This deck explains why you MUST curate content. Content curation is a CSF (Crtical Success Factor) for online marketing.

This Haiku Deck is the fastest to 2,000 views we've ever created. Discover the 7 reasons you MUST curate content:
http://shar.es/1XxuSs


Via Martin (Marty) Smith
more...
No comment yet.
Rescooped by Os Ishmael from Business in a Social Media World
Scoop.it!

Audiences Own the Conversation. Are You Listening?

Audiences Own the Conversation. Are You Listening? | Digital Brand Marketing | Scoop.it

In this week’s roundup, we take a look at three reports that reveal why companies can no longer afford to overlook social media audiences.

 

Some of the info may see cliché or basic to you, but many marketers are still focusing on the wrong audiences and platforms. Time to bring the conversation where it matters! 

 

Read the article at http://blog.paper.li/2014/11/24/social-media-audiences-conversation-listening/

 

---------------------

 

Cendrine Marrouat


Via Cendrine Marrouat - www.socialmediaslant.com
more...
No comment yet.
Rescooped by Os Ishmael from Just Story It Biz Storytelling
Scoop.it!

New Research: Brands Are Wasting Time And Money On Social Media

New Research: Brands Are Wasting Time And Money On Social Media | Digital Brand Marketing | Scoop.it
Stop making Facebook the center of your relationship marketing efforts," says Nate Elliott, VP and principal analyst at Forrester.

Via Karen Dietz
more...
Karen Dietz's curator insight, November 24, 11:25 AM

The research shared in this article is quite surprising.  The latest data shared from Forrester Research shows that top brands posting on Facebook and Twitter reach only about 2% of their audience. Engagement stats are even worse  -- a mere 0.07% of followers actually interact with posts.


Yikes!


And what does this have to do with business storytelling? Well, one thing it might be pointing to is that if you want to share and gather stories from audiences, social media might be the wrong place. Forrester concludes that the best way to engage  customers and prospects is through email.


We already know that blog posts, email and email newsletters allow for better storytelling  and are still very popular. You have more space, and can craft better stories. Social media posts are more like conversations, where stories may or may not show up. But  as we know, stories create higher engagement if you tap into the dynamic of story sharing (that means equal activity on both story listening and storytelling).


As we get more sophisticated in business storytelling, part of that maturity may be learning the best mediums for storytelling instead of thinking that every medium will work.


The recommendation about email makes sense to me. So you might want to read this article, understand a bit more about the research and recommendations, and go make adjustments accordingly.


What do you think about what this research says, and what will you be doing differently? Inquiring minds want to know ...


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

Bonnie Sandy's curator insight, November 25, 2:27 PM

Communicating on social media is now everybody's busienss maybe they'll listen to Forrester research... 

Moya Sayer-Jones's curator insight, November 27, 5:36 PM

And maybe we could step into an even more traditional space than email to gather stories .....and actually talk to people. Now there's a novel idea! Hah!

Rescooped by Os Ishmael from Just Story It Biz Storytelling
Scoop.it!

Got Story? It's The Most Important Thing You'll Do For Your Biz

Got Story? It's The Most Important Thing You'll Do For Your Biz | Digital Brand Marketing | Scoop.it
Start selling stories, not products or solutions, and you'll connect to your consumer on a deeper level.

Via Karen Dietz
more...
Karen Dietz's curator insight, November 14, 11:55 AM

Article Link: http://bit.ly/1EELXl2 


This post has some really great points about the importance of storytelling for business. And the author makes some other points about the neuroscience of storytelling that are not as well recognized -- like improved social skills and learning how to be in situations that haven't happened yet. Or that listeners to stories become more open to new ideas.


The author then links all of the information about storytelling to how this generates more business for any company.  Yeah!


A few simple rules are then shared to keep in mind when telling stories. The only one I caution against is the last one--make sure your stories have a happy ending. I'd substitute that with "make sure your stories have a resolution". If we think of endings in that way, we won't get stuck in always creating ' happy ever after' all the time and will actually have all kinds of different endings available to you along with more creativity. 


The video about how Coco Chanel got started --  a founding or origin story -- is good up to a certain point. After a while the transition phrase "once upon a time" becomes annoying. I almost stopped listening. The story is also conveyed as a series of events that sort of creates a story. The combination of the two makes for an okay story, but not one that's really awesome. What a shame.


So grab these insights, watch the video, and ask yourself how you would better tell the Coco Chanel story. There are lots of lessons here.


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

Rescooped by Os Ishmael from Marketing Revolution
Scoop.it!

Why TIME Is Money Online: How Story Works As Setting Not Narrative

Why TIME Is Money Online: How Story Works As Setting Not Narrative | Digital Brand Marketing | Scoop.it

Story Online
Find I'm using this post about how storytelling works different online. Creating content online is like composing music. We need an introduction, a chorus, bridge and conclusion.

When we share too much our customers can't build on our stories. When we share too little trust can't develop. This delicate balancing beam is where time becomes money and stories become community.  


Via Martin (Marty) Smith
more...
No comment yet.
Rescooped by Os Ishmael from Just Story It Biz Storytelling
Scoop.it!

B2B Sales and Storytelling: 3 Insights For Why It Works So Well

B2B Sales and Storytelling: 3 Insights For Why It Works So Well | Digital Brand Marketing | Scoop.it
Imagine if your salespeople could shine a light of insight on today’s empowered customers so that they no longer underestimate the cost of the status quo and the benefits of change.

Via Karen Dietz
more...
Karen Dietz's curator insight, November 11, 4:35 PM

When I comes to the powerful connection between B2B sales and stories, I don't know how it could get any plainer than this post.


Colleague Michael Harris, who specializes in sales through story, clearly explains why stories turn to gold during the sales cycle. And he shares stats to back him up! Gotta love that.


What I also like about how Harris writes about story and sales, is that he never comes from the very simplistic and short-sighted transactional position of "Let me tell you a story and you will buy my product." If it were that easy, we'd all be rolling in piles of money.


Instead, Michael talks about how stories provide insights, and there is a specific place in the sales cycle for stories. Trot out a story too soon, and it falls on deaf ears. Share a story too late, and the customer is already shoving you out the door.


Then there's the whole story crafting thing. Lousy story, lousy results.


But I wax on. Go read Harris' 3 points about story and sales, grab his graphic to get his points visually, and then hang out with his blog and other goodies to get your stories ship-shape for sales situations. Oh yeah, and enjoy the $$ you'll see in return if you make the investment in stories :)


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

Art Jones's curator insight, November 11, 10:50 PM

Excerpt:

"If salespeople want to sell value, 70% of executive buyers said that the best way for salespeople to provide differentiation that they trust is by sharing customer stories."

Rescooped by Os Ishmael from Just Story It Biz Storytelling
Scoop.it!

What Almost Everyone Misses in Brand #Storytelling: Five Parts

What Almost Everyone Misses in Brand #Storytelling: Five Parts | Digital Brand Marketing | Scoop.it
If an organization is effectively doing brand storytelling, it's likely they stop with way too soon. Here are five parts every story must include.

Via Jessica Kelly, Karen Dietz
more...
Bart van Maanen's curator insight, October 30, 9:49 AM

Aardig verhaal over 5 elementen die het Grote Bedrijfsverhaal zou moeten bevatten. Als deze kapstok maar onzichtbaar blijft en het een echt verhaal is of wordt.

LaraBadioli's curator insight, October 30, 10:24 AM

Mostra ad un bambino le tue storie aziendali: se non vorrà nè vederli nè leggerli, non vanno bene. AL contrario, se si appassiona, avrai un nuovo modo tra le mani per emozionare e sentire i tuoi clienti.

Freeman P Quinn's curator insight, November 3, 10:24 AM

Much easier said than done: Identifying the Passion, a protagonist, an antagonist, a revelation, and the transformation.

Rescooped by Os Ishmael from Content Creation, Curation, Management
Scoop.it!

How to Avoid the Unrealistic Expectations SEOs Often Create - Whiteboard Friday

How to Avoid the Unrealistic Expectations SEOs Often Create - Whiteboard Friday | Digital Brand Marketing | Scoop.it
Making promises about SEO results too often leads to broken dreams and shredded contracts. In today's Whiteboard Friday, Rand shows us how to set expectations that lead to excitement but help prevent costly misunderstandings.

Via Pantelis Chiotellis, massimo facchinetti
more...
No comment yet.
Rescooped by Os Ishmael from Business in a Social Media World
Scoop.it!

Word of Mouth: It Still Matters!

Word of Mouth: It Still Matters! | Digital Brand Marketing | Scoop.it

Word of mouth is too important to be left aside. In this day and age, with the advent of technology, it has the power to make or break a brand in a matter of seconds.

 

Read the article at  https://www.linkedin.com/pulse/article/20141209212744-41277595-word-of-mouth-it-still-matters

 

------------------

 

Cendrine Marrouat

 

 


Via Cendrine Marrouat - www.socialmediaslant.com
more...
Luigina Sgarro's curator insight, Today, 3:29 PM

Il passaparola è ancora fondamentale. Mi domando spesso se sto facendo le cose giuste per assicurarmi che avvenga e non, semplicemente, lasciare che accada.

Rescooped by Os Ishmael from Content Creation, Curation, Management
Scoop.it!

Was Your Site Hit By Google's Panda Or Penguin? This Flowchart May Help You Find Out.

Was Your Site Hit By Google's Panda Or Penguin? This Flowchart May Help You Find Out. | Digital Brand Marketing | Scoop.it
Columnist Janet Driscoll Miller has put together this handy flow chart to help you determine if your site has been hit by one of Google's infamous algorithm updates.

Via Bonnie Burns, Pantelis Chiotellis, massimo facchinetti
more...
Bonnie Burns's curator insight, December 4, 5:12 PM

The flow chart should only be used as a guide, however. It is not a guarantee but rather a potential indicator that your site may have been hit by one of these updates.


ManufacturingStories's curator insight, December 7, 5:11 PM

Good info for Site managers and SEO folks

Rescooped by Os Ishmael from Just Story It Biz Storytelling
Scoop.it!

Want Success? Make Your Brand Aspirational, Not Inspirational W/ A Future Story

Want Success? Make Your Brand Aspirational, Not Inspirational W/ A Future Story | Digital Brand Marketing | Scoop.it
Companies that ditch tired celebrity personas and transform themselves into vehicles for realizing their customers' aspirations will transcend single...

Via Karen Dietz
more...
Karen Dietz's curator insight, December 4, 3:29 PM

When I read this post today I immediately thought about a particular story every business needs to craft and tell, but is often unrecognized or forgotten. That's your Future Story about your aspiration.


This article written by Charlie Brown lays out the reasoning for emphasizing "aspiration" instead of "inspiration.


For years I've been encouraging clients to develop this story as part of their core set. Your future story is all about what you aspire to create -- how your product or service, you and your customers, are making a better world. How is the future going to be different because of you/your company? That's what inquiring minds want to know.


Lots of our business stories can be inspirational. But the future story is all about aspiration. Brown makes this distinction clear and his insights are right on. I love the additional thoughts and tips he shares.


But what is a Future Story? They are hard to come by on the web. Your Future Story is shared through stories showing your commitment to something greater than yourself/your company's offerings. Think Nike or Patagonia.


What is one Just Story It aspiration/future story? Here it is:

"Monday evening I'm sitting in the staff lounge of Just In Time For Foster Youth with 2 young women in their early 20s. At 18 they were emancipated from foster care with all of their possessions in a black plastic garbage bag. Just In Time stepped in to help them get stable with housing, furnishings, school supplies, transportation...whatever they needed. We were working on their stories -- about life in foster care and their road to success. As we worked on these stories, we laugh and cry together. We find the paths to share their stories in ways that work best for them.


These are often gut-wrenching stories to work with. Pain and sorrow mix with joy and triumph. Yet these young people are committed to telling their stories to help guide other foster youth, advocate for a better system, combat stereotypes, raise funds so more foster youth can be helped, and to encourage more volunteers. I am so moved by their bravery and resilience, and so proud of each and every one of them. I watch them move through terrible experiences no person -- much less a child -- should go through, and transform into more confident bright stars.

The story reflects the future I want to create:  through the power of storytelling to break down barriers, remove stereotypes, heal wounds, and make strangers friends. To create a future where we experience greater peace between people, full of respect, tolerance, love and helping each other is one worth putting all my passion towards. That is the future I am committed to; that is the future Just Story It works towards. Working together we can make that happen."


Businesses definitely need to get their game on and move into aspiration. What is your aspiration? What future story can you share? Tell me. The world desperately needs to hear them. 


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

Rescooped by Os Ishmael from Just Story It Biz Storytelling
Scoop.it!

What is TMI + Is This The Future Of Story Branding?

What is TMI + Is This The Future Of Story Branding? | Digital Brand Marketing | Scoop.it
"You cannot get away with bullshit anymore," says Landor chief strategy officer Thomas Ordahl. Enter TMI.

Via Karen Dietz
more...
Karen Dietz's curator insight, December 2, 3:31 PM

This is a great post about issues encountered when creating authentic + transparent Core Stories and Back Stories for growing your business.


The premise of the article focuses on TMI -- as in "too much information" that is becoming the cornerstone of effective marketing today. 


Of course, as we know, producing vast amounts of content doesn't automatically generate sales. It has to be really valuable content that both educates and entertains. And well crafted stories are the foundation creating awesome content.


I like this article because it proposes a Venn diagram of transparency and romance to help us craft compelling stories. And the author, Mark Wilson, gives good examples to illustrate his point. He then poses the question, "But what about when authenticity and romance don't mix?" Think McDonalds sharing their back story of how it makes it McRibs (makes me shudder). 


Wilson makes good points, shares examples, suggests how the future of branding is going to keep changing, and the implications for us all. Enjoy the read.


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

Rescooped by Os Ishmael from Business in a Social Media World
Scoop.it!

Twitter and Facebook Boost Their E-commerce Offerings

Twitter and Facebook Boost Their E-commerce Offerings | Digital Brand Marketing | Scoop.it
This week’s roundup covers some of the latest major happenings for Facebook and Twitter since mid-November, including developments in the e-commerce area.

Via Cendrine Marrouat - www.socialmediaslant.com
more...
No comment yet.
Rescooped by Os Ishmael from Just Story It Biz Storytelling
Scoop.it!

What is Story Theory? How to Use It to Create Awesome Brand Affinity

Presentation given to University of Chicago Alums re: Story Theory and its Application To Marketing

Via Karen Dietz
more...
Karen Dietz's curator insight, November 25, 2:48 PM

Here's a great piece colleague Jim Signorelli put together about how story theory works better as an approach in branding than giving a list of essential story elements or simple story structures.


Right on Jim! It won't take readers long to go through this SlideShare piece and reap the benefits. Of course I love Doug Lipmans story dynamics chart on slide 18, the Identification Filter (oops Jim, there's a typo here!) on slide 20, and the motive chart on slide 27.


The definition of story beginning on slide 37 is OK and goes beyond what most people produce. I'm biased though. I like what Peggy Van Pelt from Disney and I came up with oh so many moons ago -- "a story is an act of communication providing packets of sensory material and an emotional narrative arc allowing listeners to quickly and easily internalize it, understand it, and create meaning from it."


I like this definition because it focuses not on what a story is, but on what it does. What's the lesson here? There is no 1 right definition. Be aware of the variety of existing story definitions and use the one that fits your objectives at that particular time.


OK -- enough said. Enjoy the insights in Jim's post and keep the light for storytelling well lit and tended!


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

Tina Stock's curator insight, November 25, 5:56 PM

good reference material AND highlights a big issue - what is your archetype?

Rescooped by Os Ishmael from Just Story It Biz Storytelling
Scoop.it!

Doing A Business Pitch? What Makes A Killer Story For Branson + Top Investors

Doing A Business Pitch? What Makes A Killer Story For Branson + Top Investors | Digital Brand Marketing | Scoop.it
Entrepreneurs don't have to be pitch perfect, but passion, projection of strengths and awesome products are essential

Via Karen Dietz
more...
Karen Dietz's curator insight, November 24, 11:40 AM

Are you making a business pitch (i.e. telling your story) to potential investors anytime soon? Well, there's tons of advice out there for you and some advice on the structure of one feel more like plans for building a spaceship.


Ay yi yi. Which is why I like this article. The basic advice given is: follow the KISS principle (keep it simple sweetie) and make sure your story has this short-list of essential elements.


To keep you focused and delivering the right material investors are seeking, follow Branson's and other top investor's specific -- and not complicated -- tips given here. 


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

Rescooped by Os Ishmael from Just Story It Biz Storytelling
Scoop.it!

Creating Irresistible Serial Stories: Mastering The Content Jungle

Creating Irresistible Serial Stories: Mastering The Content Jungle | Digital Brand Marketing | Scoop.it
Learn how to turn readers into buyers with an engaging, audience-first storytelling strategy. Demian Farnworth reveals the creative technique in six steps.

Via Karen Dietz
more...
Karen Dietz's curator insight, November 17, 3:38 PM

Article Link: http://bit.ly/1uzR4lq 


Whether you are a small business owner creating blog posts, a corporate content creator, a leader giving lots of presentations, or a nonprofit seeking to share its stories with the world, we all face the same problem: -- how to generate enough stories.


The folks at CopyBlogger wrote this piece for all of us in that predicament. Their focus is blogging, of course, But the principles, tips, and advice laid out here applies to all of the situations above.


The fundamental idea shared here is how to create a serialized story. If you read this post you will learn about:

  1. experiencing content shock
  2. creating empathy maps
  3. doing the right kind of research
  4. how to storyboard
  5. finding the hook
  6. repurposing your serialized story


And it's all in one nice and tidy place. Yeah!


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

Rescooped by Os Ishmael from Just Story It Biz Storytelling
Scoop.it!

Infographic -- The Science of Storytelling Visually Explained

Infographic -- The Science of Storytelling Visually Explained | Digital Brand Marketing | Scoop.it

Via Karen Dietz
more...
Art Jones's curator insight, November 16, 10:13 AM

Finding this information in infographic format makes lots of good info available to us in one place.

Audrey's curator insight, November 19, 3:03 PM

Storytelling is very helpful in education.  Students can make up their own stories in most subjects  to enhance learning.  Why? It involves emotions, critical thinking and evaluation.  

 

Have a look at www.hotmoodle.com 

Rescooped by Os Ishmael from Just Story It Biz Storytelling
Scoop.it!

Storytelling Builds Empathy: Airbnb Tells Emotional Reunification Story

Storytelling Builds Empathy: Airbnb Tells Emotional Reunification Story | Digital Brand Marketing | Scoop.it
To celebrate the 25th anniversary of the fall of the Berlin Wall, Airbnb launched a beautifully animated commercial video that tells the true story of two former border guards who were reunited through the lodging website. The ad tells the story of Jorg and Kai who were reunited after Jorg’s daughter booked him a trip [...]

Via Karen Dietz
more...
Karen Dietz's curator insight, November 11, 5:58 PM

I agree with everything colleague Omar Kattan says in this blog post, particularly his ending statement about empathy and business results.


And I applaud AirBnB (I am a loyal customer) for going after stories. I love the graphics of the video, too.


But I am going to point out a few areas for improvement for the story. Why? Because I want all companies to excel in crafting/sharing stories. Yet what I experience most often is just OK. That means $$ and opportunities are left on the table.


My comments are not about AirBnB -- but about most of the business stories I see around the web these days.


So let's take a teaching moment here. These are 4  ways this story could be waaaaayyyy better with some basic story crafting skills:

  1. Give names to characters. Research shows again and again that nameless faceless characters don't create empathy in the listener. Audiences have a harder time connecting to stories when names are absent. Give us names here of the guards -- Jorge and Kai -- and the daughter.
  2. Why does the former guard carry a piece of the wall with him??? Why is this a barrier for him in life? What trauma happened?? Is the main character's experience psychological or does he actually physically carry a piece of the wall around with him? I can guess, but it's hard to know. What we are given are concepts/platitudes, not a concrete motivation that moves the story along. This is a classic storytelling mistake. The story would have been much better if we had known something like, "Even after the wall came down, Jorg just couldn't let go of the depressing horrors he'd seen of people trying to escape the East or be reunited with loved ones after decades of isolation." That's too wordy, but you get the idea.
  3. There's a huge part of the story missing: how did the daughter actually find Kai?  How was the problem of finding Kai solved? Inquiring minds want to know. And how does AirBnB fit in? There's some real storytelling meat here that we never get.
  4. And finally, why was Jorg different after meeting Kai? Was it friendship and forgiveness that healed Jorg? Or something else? And what was life like afterwards? A big transformation happened that the audience missed out on because no details are provided.


Adding these pieces would only have taken another minute or so. Don't leave home without named characters, motivation, problem resolution steps, and more details about the transformation.


Thanks for listening and go craft awesome stories!


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

Rescooped by Os Ishmael from Ecom Revolution
Scoop.it!

Invisible Giant: Why New SEO So Hard To See via @HaikuDeck

Invisible Giant: Why New SEO So Hard To See via @HaikuDeck | Digital Brand Marketing | Scoop.it
There is a new invisible giant, a giant using 5 "tricks" so the "new seo" is hard and harder to see and understand. This Haiku Deck and Curatti blog post is about how to see the invisible giant. How to win hearts, minds and loyalty online.

Via Martin (Marty) Smith
more...
No comment yet.