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Why Context is so Important in Business Today -- Crafting biz stories that connect

Why Context is so Important in Business Today -- Crafting biz stories that connect | Just Story It | Scoop.it
From blog.softwareinsider.org - August 2, 2012 12:14 PM

This piece was written by R "Ray" Wang for softwareinsider, there are great insights and strategy for businesses who want to stay ahead of the curve.


Why did I curate this article? Because the foundation for an effective story is providing context. But what do we mean by that, especially when we are using biz stories to influence sales, build relationships, and grow loyal customers?


This article by R Ray Wang digs deeper into context from a marketing perspective that will definitely make you smarter about how to craft your stories to connect to your audiences. My friend and colleague Jan Gordon scooped this first and wrote the following review. Happy reading! 


Review written by fellow curator Jan L. Gordon:

Here are the highlights of this article:


Intro:

The Real-Time is Filled with Flaws


The hype around big data, social media, and mobility has many folks imagining the real-time enterprise in the future of work, next generation customer experiences, matrix commerce, or the data to decisions journey.


While real-time theoretically leads to quicker information and faster response times, t.he reality requires closer examination for three reasons:


Here is a brief overview:


1. Customers ad employees only want engagement aligned with self interest


**Relevancy of information is required for customers and employees to respond


**Real-time interactions quickly evolve into noise.


2. No human can truly handle the volume and flow of real-time interactions.


3. Real time is not fast enough - Reaction does not lead to a better customer experience or employee interaction


Delivering context is the secret to right time success


Context provides the key ingredient in improving outcome


Why? Context provides the relevancy required for not only anticipation, but also prediction


The Bottom line: Start with Seven Dimensions of Context Drivers:

"In the design of an engagement strategy, success will require organizations to factor the seven dimensions of context drivers."


Context drivers:

relationships, time, location, business process, role, sentiment, intent


Selected by Jan Gordon covering "Curation, Social Business and Beyond"

Read full article here: [http://bit.ly/NUBqKC]


Via janlgordon
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Anthrocapitalism: The New Way For Organizations To Find Meaning--A Role for Storytelling

Anthrocapitalism: The New Way For Organizations To Find Meaning--A Role for Storytelling | Just Story It | Scoop.it
From www.fastcompany.com - December 19, 2012 12:24 PM
It’s clear that many of us want more meaning in our work as well as from the products, services, and organizations with which we choose to interact.
Karen Dietz's insight:

Well here's a thoughtful piece as we wind up 2012 that gets me thinking about the role of storytelling in business.  


This article is all about the ongoing shifts occuring in business and I think story dynamics and narrative work are both shaping/influencing these shifts, as well as being a vehicle for finding meaning. I am not sure if the popularity of biz storytelling is the cause, the effect, or a combo of both -- but it is fascinating to think about.


What I love about this article by Alex Pattakos and Elaine Dundon is they coin a new word -- anthrocapitalism -- and talk about how this is more than just 'corporate social responsibility'. And they educate us about the origins of the word 'philanthropy' and its role in rethinking capitalism. They go on to talk about how our economy is shifting away from transaction to engagement and what this really means.


Great food for thought. They also give examples of companies who are embodying 'anthroeconomics', creating meaningful work, promoting a deeper purpose, and increasing their profits at the same time.


As the authors say at the end: "The shift towards anthrocapitalism represents a new role for leaders and a new role for organizations. It’s time to ask what you as a leader and inspirational role model can do to focus on both doing well and doing good, making the world a better place."


So what is the role of storytelling here and its meaning-making abilities? Is storytelling the impetus, the vehicle, or both? Or are there better questions to ask? What do you think? Hmmmmm....... 


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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Four Ways Brands Can Build Better Relationships (via story sharing)

Four Ways Brands Can Build Better Relationships (via story sharing) | Just Story It | Scoop.it
From www.forbes.com - May 31, 2012 1:21 PM
Is your brand focused on transactions or interactions?


Why is this article showing up in this collection on biz storytelling?


Because the 4 ways brands can build relationships gets done through effective storytelling.


I love the 4 points made here in this quick read: branding is about building relationships to generate business, not pushing messages to make sales.


As a result, the game is now about human interactions instead of product transactions. What is the most effective way to promote human interaction? Story sharing!


This leads to point #4 -- relationships allow for organic discovery -- about your product/service, customer needs/likes/wants, potential innovations, new markets, etc.. The best vehicle for allowing organic discovery is story sharing.


Read the rest of the insights here. They make tons of sense. And if you like the ideas but want to know how to implement them -- then bring story sharing (telling your biz stories and listening to the stories of others in return) into your daily work life.


This is a game-changer.


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

Karen Dietz's comment, May 31, 2012 7:04 PM
Thanks for re-scooping the article Jeff! Have a great rest of the week :)
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5 emerging PR trends—and the skills they require | Articles

5 emerging PR trends—and the skills they require | Articles | Just Story It | Scoop.it
From www.prdaily.com (via @aimeecheek) - May 3, 2012 8:37 AM
The times, and the PR industry, are a-changing. Keep up by not only learning about these trends, but also the skills needed to stay ahead of the competition.


Yay -- storytelling/story selling is listed as #1! Along with content curation :) (whew...I'm doing something right!)


The other skills listed are just as critical for businesses as they are for PR professionals. So go grab the rest of the list and see where you stand. My biggest weakness? #2, Quantification and spreadsheet skills. I can analyze the data just fine, just keep me away from the guts of Excel!


If you are NOT a PR professional, read this article through the lense of your business to see where your strengths are, and what you may need to bolster to keep up with emerging trends.

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The Humble Business Card Gets Superpowers With NFC [share a story!]

The Humble Business Card Gets Superpowers With NFC [share a story!] | Just Story It | Scoop.it
From mashable.com - September 29, 2012 9:52 AM
Near-field communication, appearing on more cellphones every day, has the potential to upgrade business cards -- if you can afford them.


Now this is cool -- here's a way to embed a quick biz story on your business card!


Or for performance storytellers -- share one of your short stories to promote your work.


Technology is amazing. Once the chip is part of your card, you can even reprogram it when you want to share a different story. In fact, you can even go so far as to have different things on different cards. If you don't want to share a story, add some kind of promotion.


This is pretty pricey right now, so you may need to wait. On the other hand, it could be an awesome investment.!


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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How to Engage Your Customers and Employees [a road map for stories]

How to Engage Your Customers and Employees [a road map for stories] | Just Story It | Scoop.it
From blogs.hbr.org - May 14, 2012 11:17 AM

Most customers now ignore targeted marketing campaigns, avoid responding to offers, and provide minimal feedback when asked. Instead, potential customers interact with each other, bypassing sanitized corporate messages devoid of meaning or value.


'Engagement' is dominating the business conversation these days because it is where the world is moving to. Everybody wants customer and employee engagement. Nice concept -- but how do you do it???


When I found this article, I said "Finally, here is how to think about this whole 'engagement' thing, and how to craft some next steps!"  The author clearly spells out what is involved in customer engagement.


The author Ray Wang shares 9 key components of successful engagement: 3 are people-centric values (the why & your starting point), 3 are delivery & communication styles (the how), and 3 are the right-time drivers (the when).


This is no easy task, and there's lots for you to figure out here as you grapple with these 9 components. I've already started making lists and jotting down ideas as I think about the culture of my small company, the community I serve and the steps I take to be credible (the 3 parts to the 3 people-centric values components).


Where do STORIES come into play? In how you connect with your communities (which stories to tell), the content you share, they are your catalysts, and your currencies -- which are all part of the 9 key components. Storytelling is woven through them all.


When you combine this article with the video from Amy O'Leary on "Beyond the Like Button: Digitally Addictive Storytelling & the Brain," http://www.youtube.com/watch?v=thVbdqY-cCg&feature=player_embedded you will move light years ahead in engaging customers and employees via stories and story sharing.


These 2 pieces are some of the best material I've curated lately -- and definitely keepers in my book.

Karen Dietz's comment, May 16, 2012 5:49 PM
Thank you for re-scooping this article Jerry! Have a good week:)
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