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Dealing with Internet fragmentation: The power of storytelling for brands

Dealing with Internet fragmentation: The power of storytelling for brands | Just Story It | Scoop.it
From www.berghindjoseph.com - July 11, 2012 8:19 AM

2012 Global Players takes a look back at how corporate websites have evolved over the past year, to uncover why today it’s imperative for businesses to invest more time, imagination and resources in creating a corporate narrative.


Now here's an interesting article! The material that peeked my interest the most dealt with how the Internet creates fragmented stories which leads to businesses losing control over their narrative.


But then the article goes on to suggest that the typical ways companies create their websites does not work anymore in this fragmented environment.


Then the authors offer a link to a free downloadable study that show what companies can do to combat this fragmentation, develop and share their narrative, and succeed in today's Internet world -- with examples!


I checked out the study and it looks really good. I think as I study it I'll get lots of ideas for re-tooling the website which is going under another iteration of improvements.


I bet you will learn a lot too!


Original link: 

http://www.berghindjoseph.com/knowledge-bank/2012/06/exclusive-study-the-power-of-storytelling


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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Wrapped up in a Book: The Role of Emotional Engagement in Reading -- & Storytelling!

Wrapped up in a Book: The Role of Emotional Engagement in Reading -- & Storytelling! | Just Story It | Scoop.it
From blogs.plos.org - March 1, 5:18 PM

Have you ever gotten lost in the pages of a good book? If so, you may have been more empathetic afterward. According to new research published in PLOS ONE, reading fiction may affect the reader’s empathetic skills over a period of time.

Karen Dietz's insight:

While this article focuses on reading, think of all the biz stories you tell in your content creation across platforms -- blogs, websites, emails, articles, presentations, videos, digital stories, and the like. 


The results will be the same. And the research holds true for sharing stories in person, too.


It is fascinating that the more a listener is engage in a story, the more empathy grows over time. People become more empathetic through storytelling.


What's the take-away here for businesses? If you want emotional engagement and people feeling empathy towards you and your company, share stories.


But not any old story. Share stories with characters they can relate to. If they can't relate, no engagement, no empathy. And it must be told in a way that people can connect to. In other words, deliver a story badly and you won't get the engagement, empathy, or result you are seeking.


Leaders need to know this when sharing stories about values, vision, change efforts, etc. Marketers need to know this for brand loyalty. Small businesses and entrepreneurs need to know this for relationship sales.


This is a very short article with powerful points. Even better, there's a link to the original research so you can really get all the insights.


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

Karen Dietz's comment, March 2, 3:42 PM
I agreed Fred. And yes Miklos, I love it when what we know to be true is validated by research.
Kala's comment, March 4, 10:08 AM
A big thank you for your overall curation work about storytelling! You are the very first one I see doing it so "intelligently", with real added-value :)
Karen Dietz's comment, March 5, 1:26 PM
Thank you so much Kala! You have made my day :)
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