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Cause-based marketing aimed at Millennials: Good ideas and bad.

Cause-based marketing aimed at Millennials: Good ideas and bad. | Digital Brand Marketing | Scoop.it

Cause based marketing is the biggest trend in the industry. The influence of Millennials is growing and attention spans are shortening, and leveraging socially positive causes has become one of the key methods for brands to be seen as benevolent, hip and relevant.

 

However, it’s not as simple as attaching a dollar figure to a cause, and it doesn’t matter if you wrap a bad campaign in a good cause, it’s still a bad campaign, which in the end will be more damaging to your brand. With this in mind, here are some of the best and worst examples of recent cause-based campaigns, as well as some key insights on what to do and what to avoid....


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Jeff Domansky's curator insight, April 28, 10:31 AM

Here are some great cause marketing lessons and failures. Read them and learn.

Kasia Hein-Peters's curator insight, April 30, 1:09 AM

Follow the best, learn from others' mistakes...

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In Storytelling, Get A Bigger Win By Focusing On Solutions

In Storytelling, Get A Bigger Win By Focusing On Solutions | Digital Brand Marketing | Scoop.it
Some groups are adopting a storytelling genre that focuses on how communities rebuild and recover after natural disasters and other difficult times.

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Karen Dietz's curator insight, February 22, 5:41 PM

I've written before about news stories using a structure (the pyramid with the key message/details in the first paragraph) that is the direct opposite of classical storytelling (inverse pyramid with key message at the end). So I was fascinated by this article that talks about how and why news stories need to change -- and the role business and nonprofit stories can play.


I love the concept of 'restorative stories' as an antidote to the newsfeeds. And the call to news organizations to tell better stories. The role of nonprofits and business? To craft 'restorative stories' as a way to build visibility, advance their vision/mission, grow, and make a difference in the world. Makes perfect sense to me.


So the question is -- are you telling restorative stories? Read the article to find out. Great points are made here, along with concrete steps to take. Yeah!


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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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.

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Karen Dietz's curator insight, November 17, 2014 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 

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Why Don’t Orgs Do Storytelling? 3 Reasons

Why Don’t Orgs Do Storytelling? 3 Reasons | Digital Brand Marketing | Scoop.it
There are 3 common reasons why nonprofits don't do storytelling. Here are my solutions to these problems.

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Karen Dietz's curator insight, November 3, 2014 11:58 AM

Article Link: http://bit.ly/1DSMteK


It's 'nonprofit Monday' because I'm curating 3 inter-related articles on nonprofit storytelling. But the articles apply to any organization. I've experienced all of what is shared in these posts in both the for-profit and nonprofit world.


This first post lists the 3 reasons why orgs don't do storytelling, and offers 3 solutions to get the job done. I'm adding additional solutions based on my org story work in the trenches:

  1. The first piece of advice I have nothing more to add to: "Creating a culture of storytelling requires training, coaching and professional development for everyone involved in the organization..." Take a look at Tech Soup's storytelling winners to see why this is so critical. I've curated their post also for today. Without solid storytelling training any organization is going to produce lackluster results, and won't achieve their desired goals. What a waste of time and money. Don't let this happen to you -- get training.
  2. Don't ignore people's stories if keeping their identities confidential is critical. Change the names, change the faces, change a few details (yes, that's allowed in this case) -- and make a big deal about why you are doing so, because that's part of the story. People will love you for your transparency.
  3. One of the reasons people might not want to share their stories is because the stories are viewed as big pity parties. In other words, the stories are not deliberately evoked nor crafted with respect and clear boundaries in mind. How to evoke stories is not understood. Ergo -- back to point #1: get well trained in the dynamics of storytelling along with techniques in how to harvest, mine, craft, and embody stories.


OK -- there are really good points made here in this article that deserve reading, even though it was posted a few months ago. Tackle these 3 reasons that are stopping your storytelling so you can get on with making a difference in your business or nonprofit. Then check out the other 2 articles I'm curating today for more insights.


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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Storytelling Implications: Appealing To Values, Not Attitudes

Storytelling Implications: Appealing To Values, Not Attitudes | Digital Brand Marketing | Scoop.it
In any industry, some of the most successful new business ideas are the most radical. But these are also the most likely to fail, fast. Having a proposition that goes against the prevailing view can be game-changing; if you can get people to agree with you. And there’s the hard [...]

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Karen Dietz's curator insight, September 12, 2014 12:27 PM

Here's something to think about over the weekend -- when you are sharing your stories is your objective to change attitudes or values?


Turns out the answer could make a world of difference for you if you want to be more successful.


For many years I wrote about values (personal and organization), did workshops about them, and diagnosed companies regarding them. Here is part of what I taught:  values generate beliefs, behaviors, and attitudes. But the foundation is always a person's values.


So if you really want to fundamentally change yourself -- or facilitate change in someone else -- look to values.


This article does a handy job of explaining all of this and shares some important research from 2012 about circumventing resistance.


Bottom line for storytelling: craft your stories to address values, not simply attitudes. If you do so, you will rock the world.


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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Charity, Empathy, And Storytelling: The Mechanics of Generosity

Charity, Empathy, And Storytelling: The Mechanics of Generosity | Digital Brand Marketing | Scoop.it
Two weeks ago, the annual Giving USA report showed that American philanthropy continues to climb out of the trough of the Great Recession, one of the real lagging indicators of the economy. And while U.S. philanthropy has been roughly static at two percent of GDP for a couple of generations [...]

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Karen Dietz's curator insight, August 21, 2014 2:06 PM

Here's a great read on how storytelling can open wallets if done well. The recent non-profit study talked about here discovered that people will be more generous when making donations when respect for a person/group is present.


In other words, if your stories depict others as helpless, hopeless, and victims, donations are less. If your stories depict others as active participants in their own well-being, donations increase. This is significant.


And this lesson translates across all business sectors. Any organization will have better traction with its storytelling if the stories are respectful, generate respect, and have a meaningful resolution.


The study also chats about the difficulty of creating an effective pipeline of stories in an organization that can be shared. Well -- any organization, non-profit and for profit, has this issue.


The advice I agree with? Get your staff as close to the end user as possible -- that's where you will find a wealth of stories.


Enjoy this article and the insights it shares that you can immediately apply to your business.


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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Success for charities amplifying stories on social media-how they do it

Success for charities amplifying stories on social media-how they do it | Digital Brand Marketing | Scoop.it
How global charity Free The Children amplifies stories and builds brand awareness on social media.

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Joe Daluz's curator insight, October 8, 2013 2:02 PM

MyAngola is looking forward to learn how to help children in Angola,Africa.

Tom George's comment, October 8, 2013 2:25 PM
This is a great piece Karen, I actually curated it on IB. Kind of cool we both curated. I would like to allow you to share your Scoop.its to IB via the Wordpress share function. Your Scoop.its are fantastic
Karen Dietz's comment, October 9, 2013 3:18 PM
Thanks Tom and next week I'll work on curating on IB. Right now my curations are automatically going to my own wordpress site via scoop.it. But now that my work load has lightened up I'll try posting to IB again :)
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How to Create a Culture of Storytelling | Philanthropy for All

How to Create a Culture of Storytelling | Philanthropy for All | Digital Brand Marketing | Scoop.it

There’s no denying it, storytelling can seem challenging. But I’ve taken the stance that storytelling can be demystified and that anyone can do it.

 

Read the full article to find five tips for creating a culture of storytelling at your organization:

1. Communicate to all staff members what kind of stories you are looking for

2. Hold a staff meeting to openly discuss what storytelling is, why it matters and why all staff members play a vital role in it

3. Make time at your staff meetings to tell stories.

4. Schedule an ongoing time to casually meet with staff from programs to talk about updates from their work and utilize it as a time to probe into any interesting stories they might have.

5. Start your own story bank for future reference.


Via Kim Zinke (aka Gimli Goose), Karen Dietz
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Karen Dietz's comment, February 27, 2013 8:37 PM
Absolutely Monica! Glad you pointed that out.
Ignacio Conejo Moreno's curator insight, March 1, 2013 3:16 AM

Desmitificando: Todo el mundo puede crear Storytelling.

 

He aquí algunas claves útiles para hacerlo, aprovechando las vivencias diarias del equipo.

Harpal S.sandhu's curator insight, March 4, 2013 8:53 PM

PHILANTHROPY

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Innovative Storytelling: Street Corners Show 2 Stories Of Homelessness

Innovative Storytelling: Street Corners Show 2 Stories Of Homelessness | Digital Brand Marketing | Scoop.it
Streetcorners are a storytelling device in this new campaign in support of homeless youth..

Via Karen Dietz
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Karen Dietz's curator insight, April 8, 1:21 PM

Today it's all about innovation in storytelling with the 2 articles I'm curating for you.


This one is all about the ingenious storytelling campaign in England to reduce homelessness among 16-25 year-olds. 


The charity Depaul UK has taken street corners and written 2 sides of the same story on it. One story is from the perspective of the homeowner, the other is from the perspective of the homeless youth.


They can be read separately, or together. It's brilliant.


Now -- are these really 'stories' in the classical structural sense? If we looked at them under a microscope, probably not. But what I love is that for me, yes they are still stories. Because stories do come in all shapes and sizes. 


The first litmus test is if they are sharing an experience -- which they are. The second litmus test is if they affect the reader in some way that might inspire some action. The answer is 'yes' again.


These short stories pack a punch and I hope they pull you in. I know they did for me. Think about how you can use this method -- both in writing and in presentation -- in your own business storytelling.


I love the creativity of how they are written and presented. It's pushing the storytelling envelope. I can't wait to see what is in store for us next :)


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

Character Minutes's curator insight, April 9, 9:17 AM

more than likely there are two or more sides to any story.

Dominique Taste's curator insight, April 20, 10:35 AM

L'association caritative anglaise Depaul affiche un storytelling simple et efficace : 2 histoires placardées en coin de rue. L'une présente la narration sous l'angle d'un  jeune sans domicile fixe, l'autre sous l'angle d'un jeune avec domicile. Le tout avec un rendu spectaculaire cohérent avec la cause défendue par Depaul.

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Raising Capital: Storytelling Most Influential Quality

Raising Capital: Storytelling Most Influential Quality | Digital Brand Marketing | Scoop.it
On one hand, there is a tremendous amount of wealth in search of strong, unique opportunities. On the other hand, raising capital in every field is extremely competitive. At any given time there are many types of individuals and organizations looking for money including: Entrepreneurs who want to finance a new [...]

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Karen Dietz's curator insight, January 13, 1:25 PM

How influential? By a factor of 3 says expert Hannah Shaw Grove writing for Private Wealth Magazine on her latest research.


Whoa! I always say that when you neglect storytelling skills you leave both money and opportunity on the table. Now there's research to back it up.


This is a quick article with a powerful message that is well worth the read. Want to raise funds for your business, nonprofit, or financial services business? Then build your storytelling skills.


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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Finding and Harvesting Stories: 8 Solid Tips For Org Storytelling

Finding and Harvesting Stories: 8 Solid Tips For Org Storytelling | Digital Brand Marketing | Scoop.it
TweetEmail TweetEmailWhat’s your story? Finding and telling an organization’s most compelling stories is always my first step in the consulting process. And many view it as a time-waster. They want that next big grant that will put them on the path to solvency. Or what about getting donations on Facebook or Twitter? “Could we try …

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Karen Dietz's curator insight, November 3, 2014 12:39 PM

Article Link: http://bit.ly/10OtVAn 


This article is an oldie but a goodie -- and I already curated this in 2012. But the advice (in case you missed it) is still solid and it is a perfect companion to the other 2 pieces on nonprofit storytelling I've curated today.


Actually, the 8 tips for bringing storytelling into daily work, which is a big stumbling block for many companies and nonprofits.


So grab this list and start plotting, planning, and taking action on finding and harvesting your stories for an ongoing supply of great material to share with the world.


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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Wow! How to Jump Customer Acquisition 400% With Storytelling

Wow! How to Jump Customer Acquisition 400% With Storytelling | Digital Brand Marketing | Scoop.it
Stop struggling to craft authentic and compelling stories and discover how to create content to engage consumers online and inspire them to act.

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Karen Dietz's curator insight, October 6, 2014 12:45 PM

This is not an article about how to craft a business story that has a positive return, it's about how to strategize your storytelling when sharing online. This is critically important for any business or nonprofit.


Author Christine Comaford gives 3 specific steps for marketers to connect with audiences on their home turf, share a story without selling anything, and specific ways to track ROI.


One of her most important points is to set the stage to let people in online communities share their stories. Yes! It's not always about sharing your stories....over and over again.


She then gives 8 steps to a story that delivers results. You would think that those steps would be the typical advice for crafting a story -- but it's not! Instead, it's 8 steps for creating a story brief. A story brief is an incredibly important strategic storytelling tool if you want results sharing stories online. 


Part of the story brief is crafting + sharing a story to get the party started. That's called modeling a story for the audience in an online community. This follows the principle of "to get a story, share a story first" because your story will spark stories in others that they will want to share.


At the end, Comaford gives 3 examples of companies who have gotten mega-results with this approach.


Don't leave home without these pieces for your storytelling success. And oh yeah -- don't forget to craft a really good story in the process :)


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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Who Invented the Ice Bucket Challenge? A Slate Investigation.

Who Invented the Ice Bucket Challenge? A Slate Investigation. | Digital Brand Marketing | Scoop.it

“Where does a phenomenon begin?” That’s the question ESPN’s Tom Rinaldi seeks to answer in a long SportsCenter feature on the ice bucket challenge, which has reportedly raised more than $50 million for ALS charities in less than a month.

 

...This origin myth, while heartwarming, just isn’t true. The real story of how the ice bucket challenge came to dominate your Facebook feed takes nothing away from Frates’ inspirational message, or the fact that his personal struggle helped draw celebrities to the cause and drive charitable contributions. But focusing on “one name” obscures another fascinating tale, one that illustrates how movements mutate and evolve as they travel across the Web....


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Jeff Domansky's curator insight, August 26, 2014 9:45 AM

An interesting whodunit.

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The ROI of Storytelling: Measuring Effectiveness

The ROI of Storytelling: Measuring Effectiveness | Digital Brand Marketing | Scoop.it
One of the elusive questions that often surfaces in discussions about storytelling is, “How do we know when the story that we’ve told has been ...

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Karen Dietz's curator insight, August 6, 2014 10:36 AM

Well, this article makes an interesting point: nonprofits and businesses might want to take a strategic and long-haul approach to figuring out the ROI of storytelling.


This big-picture approach to ROI is focused on finding the patterns of results your storytelling generates.


Hmmmm -- I think this is a kernel of a good idea. I do think that looking at patterns of results over time can be very informative. Yet the assumption buried in this notion is that the ROI of storytelling is hard to figure out. I don't think that's the case if you are clear on a few key points:

  1. In both the business and nonprofit world, we want our stories to move people to some sort of action.
  2. Being clear on what result(s) you want to produce early on will help you craft compelling stories that will more likely work to bring you your desires. Case in point: numerous times I've helped nonprofits tell a story for fundraising and saw immediate and significant results (big donations).
  3. Use measures appropriate for storytelling: connection, engagement, loyalty, knowledge transfer, sense of community, story sharing, specific desired action steps, etc.


So think about and craft your ROI to serve both short-term results and long-term patterns. Sacrificing the long-term for the short-term only means you will miss significant information and perhaps surprising unexpected results.


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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The Ways Storytelling Helped Raise $6.8 Mil in 24 Hrs

The Ways Storytelling Helped Raise $6.8 Mil in 24 Hrs | Digital Brand Marketing | Scoop.it
How does a charitable institution raise $6.8 million in one single day?  Ask Columbia University, and their agency, Story WorldWide.

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Karen Dietz's curator insight, August 12, 2013 3:18 PM

Here is a terrific example of Columbia University (CU) using storytelling, combined with other techniques, to create an exceedingly effective fundraising campaign. As story colleague Omar Kattan writes in this article, CU and their fundraising partner took several steps at the same time. They developed:


  1. A content hub on Facebook containing the mission and story of Giving Day told through an animated film.
  2. A donation form, leaderboard, YouTube videos and two live streaming round-table discussions with online chat components.
  3. They also also provided regularly updated content, ongoing conversation management and rapid-response troubleshooting during the 24-hour fundraising event. 


It was a concentrated effort that won big. I particularly liked point #3 -- including ongoing conversation in the mix. Conversation and story sharing is critically important when using stories in fundraising. When the organization shares a story, it prompts a story in return. So make sure you provide for this as you work with your business stories!


And I like how Omar also included links to the actual stories the campaign used. The video from CU on the website is more a promo piece than a story. But stories were part of the campaign and it made a difference.


Go read the article, look at the other amazing stats shared, and enjoy the stories.


This review was written by Karen Dietz for her curated content Just Story It at www.scoop.it/t/just-story-it