What a great article! It is really focused on 6 steps that create the conditions for your ideas to spread.
And guess what -- storytelling and/or story triggers play a key role.
This post, written by Marina Krakovsky, talks about the new book by Jonah Berger called Contagious: Why Things Catch On.
Berger points out that Malcolm Gladwell in his book the Tipping Point is only half right; and that Chip Heath, author of Made To Stick really is only focusing on memorability. Both authors make incredibly valuable points and share valid insights.
But Berger focuses on what makes messages get passed along to others. His 6 elements are STEPPS: Social currency, Triggers, Emotion, Public, Practical value, and Stories.
I love the point he makes about stories and emotions. Just because your story contains emotions does not mean it will get passed on. "We'll remember the story because it's sad," Berger explains, "but we’re not going to share it."
Will reading Berger's book and applying his STEPPS make you rich and famous? Maybe not. As he says, "But will applying them make it more likely that 10 people will hear about it rather than 9, or that your sales will increase by 20 or 40%? Certainly.”
There's a lot more to this article, so go read it.
Thank you Marina for writing such a great review. And I look forward to reading Berger's book.
Anytime I get on the phone with a business who wants to hire me to do some social media work and they ask me about, analysis, measurement tools and anything that has to do with numbers I tell them “I’m an Indian person who is lousy at math. Contrary to popular belief we’re not all good with numbers.” My strength is the ability to tell great stories, and create content. Does that mean I’m useless? Absolutely not … and it’s because there is a digital divide emerging."
I love the core message of this post -- for business success hire both a strategiest AND a storyteller!
Why? Because you will receive the best of both worlds. Not only will you identify and execute (hopefully) an winning social media strategy, you will also learn how to tell your business stories effectively in different social media channels. Yeah!
Go read the article for more info on why this marriage makes so much sense.
Thanks fellow curator Gregg Morris @greggvm for finding this article!
No, this isn't another 'Facebook as a disappointment' story. It's about how we best use Facebook or, more broadly, our content marketing. With over 3.5 Billion pieces of content shared each week on Facebook, brands first impulse is to jump...
This article doesn't sound like it is about storytelling -- but it is.
What I like about it is the author's sage words of advice: quit publishing random content on Facebook (or any other social media platform) and start publishing content that tells an integrated story.
In other words, think of yourself as a curator, selecting only the best value-added content for your channels that reflects a consistent story about your business and what you offer. And stop the scatter-shot approach.
And don't worry if you are not sure what 'story' you need to tell consistently. You don't have to figure it all out now. In truth, your 'editorial voice' will emerge over the first few weeks/months and get stronger/clearer as you go along.
So think deeply about the insights shared in this article, and about your business storytelling. Check and see if you need to shift your focus, eliminate any deadwood, and strength your 'story' so it is more consistent.
Nothing says read me now better than a nicely structured compelling headline. Your headlines are the most important piece of your content, so much so that great, useful, inspiring aticles can be ignored if they have a crappy title.
LOL -- these headlines are a hoot! And they will grab people's attention.
Trained as a journalist, I had to write headlines for stories as part of my early work in the trenches. Truly, writing a catchy headline is not easy -- but it is essential. If you are sharing your biz stories in a format that requires a headline, then use these!
Not only are the headlines shared, but each one has a template to insert your own words. Have fun!
I found this article perusing fellow curator Namita Patel's content on business marketing and think it is important to share here. Why? Because creating effective videos for marketing your business is all about effective storytelling.
This article explains WHY video marketing is so critical today. Even though I know the significance of this, I'm still learning the technology to do this well.
If you use the Tags tab at the top of this page, click on the digitalstorytelling tag. This will give you all the fab resources I've already curated on tools + how-to's for creating effective videos.
So I understand that moving into video biz storytelling takes time, especially when you are an entrepreur trying to do it yourself. But don't delay -- keep working at it -- and get your game on!
Your story is always being told, regardless of whether or not you decide to be the writer and director. If you think Facebook Timelines are only about highlighting and pinning pics, you are missing the point.
Here is what I like about this article -- it actually contains concrete ideas for how to bring stories into your Facebook timeline. There are even links to Facebook company pages where forms of storytelling are actually happening. I think we have a ways to go yet in terms of being able to effectively share stories via social media. But this is a good beginning.
I hope you get some good ideas from this post!
Thank you fellow curator Debra Askanase @askdebra for recommending this article!
In short, “virality” is a weak metaphor for how content is actually shared, because it downplays the role of the user—the person who will actually choose to share it with their networks. It’s preferable, the authors argue to think about content as “spreadable” instead.
Do we want our videos and biz stories to go viral? No, no, no. (Ewww, who wants a virus, anyway?!)
Do we want our videos and biz stories to be shareable? Yes, yes, yes!
I really like this video and article because it so clearly articulates why 'going viral'can never be a strategy. And it clearly articulates what creates spreadability and how to make sure it happens.
Yes! This is the kind of thinking we want that is truly helpful to us all. Watch the video, read the article, and gain the 4 criteria for creating spreadable content.
The social web is a place of stunning beauty and terrible darkness. This is a story of the Internet's ability to destroy.
What a great and thought provoking piece! It is a stirring reminder about how very person and every business who engages in storytelling needs to practice mindfulness.
It is not often we see articles like this one.
Storytelling has enormous power to heal, support, enliven and ennoble us. It also has the power to destroy.
This article is the story of how a blogger recently wrestled with the dark side of storytelling, the steps he took, and the insights he gained.
And I loved reading the comments from others at the end of the blog -- they added additional insights.
There are great tips in the article for how to handle the power of storytelling in intellligent, compassionate, and life supporting ways -- good reminders for us all. I know I will be continually remembering this post as I curate more content.
Read this article and may all your stories be shared with caring mindfulness.
Brands are content publishers, and the Holy Grail of brand-produced content is magnetic content.
Read this article for 5 strategies that will help you create magnetic stories to share about your business, products, or services.
The 5 strategies include:
Make it relevant
Connect across time
Extend across media
Draw from the everyday
Each strategies has a video that illustrates the point the author is making.
I think 'Make it relevant' needs some work though. I get the point the author is making with the video that's included, but more could be said here -- like, "make sure your stories help customers find answers to the problem they are trying to solve." Can't get more relevant than that. Or "have your stories reflect the values, needs and desires of your customers." You get the idea.
I bet you'll gain several ideas from this article and videos that you'll be applying to your business storytelling.
Leverage MYTHOLOGY and MYSTIQUE in your brand narrative. One of my favourite Aussie brands is custom motorcycle brand Deus Ex Machina. They do a brilliant job of building an interesting, discoverable story around the ...
Well, this is a pretty cool article about appealing to GenX & Millenials with a mix of story tools, social cause marketing, being original, creating mash-ups, and stimulation.
Very thought-provoking and idea generating with examples too. And it sounds like a ton of fun! Build on these 10 principles to remain engaging, on the cutting edge, and keep your business growing.
Some B2B marketers are slow to invest in social media because they believe that the ROI should be based on an increase in sales. Wrong.
This a short but great post on shifting your thinking about social media and the power of storytelling for your business.
What I really like, besides the mindset, is the example of how Cisco is using storytelling so effectively. It's about connecting with your audience and pulling them in, not pushing your company on them.
This is sophisticated business storytelling at its best -- that we all can do.
Hey folks -- these tools are not specifically about storytelling, but they can be used to help you share your brand.
Quotes are very popular and many businesses use them to connect with customers and prospects. These are 3 fun tools to turn quotes into more visually appealing pieces; it's a slice of visual storytelling.
I've played with trying to make quotes more interesting on my own using the computer programs I have available now. And it takes waaaaaayyyy tooooo much time -- plus I'm not happy with the results. So I've stopped doing that. Until now!
Here are 3 ways I thought of for myself to tell the Just Story It 'story' using these tools:
I like to use quotes at the end of my presentations. Now I can jazz up those quotes and make them more visually memorable.
I can take storytelling quotes, use these tools to make them look really cool, then share them on my website, Pinterest, Instagram, Facebook, etc. That will be fun!
Share my quotes in fun ways in my email newsletters.
Who know what other ideas I'll come up with? Now I have the tools, I'll be able to play with quotes in simple and less time-consuming ways. Yeah!
Here's hoping you have just as much fun :) The links are:
From Karen: What a great article that is related to business storytelling! Biz storytelling is all about finding and sharing stories that create engagement. The steps below give tips for how to do this: listening, conversations, etc. I particularly like the last point: go offline -- because that is when storytelling REALLY starts happening, and where relationships are cemented.
Thanks to fellow curator Brian Yanish for finding and posting this article! His review is below:
So if you’re not engaging on social media because you think “everyone else is doing it, so why bother,” or you just don’t think people are going to notice your content, that’s a cop out. If you have something interesting to say, then SAY IT. You never know when your tweet, post, blog or video will be exactly what someone was hoping to find on any particular day.
Wait. Let’s back this train up.
Before I go further, let me say first that you really have to buy in to the importance of even showing up. I mean, why talk about breaking through clutter if you don’t believe there’s value in adding your 2 cents to social conversations. You have to know who you want to talk to and where they play. What’s your objective and what’s your message? No need to figure out how to get people’s attention if you don’t know WHY you want their attention.
Once you have that all squared away, then by all means, start breaking through and turning heads. Here’s how.
1) Develop a noticeable social presence. This is the bare minimum, but you’d be surprised how many brands and businesses don’t have completed profiles. So here’s the starting point—make your profiles interesting. Social media is fun, so have fun with your profiles! Post funny pictures. Have a sense of humor. And engage. Don’t talk at—talk with. Social media is a two-way street, not a commercial.
2) Listen to the conversations. You know how when you’re at a party and you walk up to a group of people, you wait a moment before you jump in? You don’t want to be rude, so you listen first to see what they’re talking about. You can learn a lot by listening. Figure out who your customers are talking to in their social circles, and listen. This will help you craft your message to be more targeted. More interesting, if you will. And your message will rise to the top.
3) Be an equal-opportunity player. I almost deleted that because it sounds bad—but it’s interesting, so I’m going with it. What I mean is, it’s impossible to engage with your entire audience and drive your message through if you aren’t playing on several social networks. This may mean your social promotion campaign lives in various forms on several networks in order to be relevant. Not everyone tweets. Not everyone posts. Not everyone pins. But you, my friend, are a marketer, which means you speak the language of the people, wherever they are. You know. When in Rome.
4) Create a conversation, not just a campaign. A campaign is a good place to start—but don’t end there. If you take away nothing else but this today, fine. Just get this: Marketing on social media is NOT about advertising and promotion. If you’re on Facebook, Twitter and Pinterest to just sell your stuff and promote the heck out of it, you don’t stand a chance of breaking through the clutter. People will turn a blind eye. Consumers are advertised to all day long, in so many ways. But a brand who actually engages with them? Listens to them? Asks questions and responds back to theirs? Now that is something they’ll notice. Trust me.
5) Go offline. Crazy, right? So crazy this just might work. Start the conversation online, but then try taking it out of the social media sphere. Last I checked most of our cell phones could still make calls. What if you reached out with something more personal than a tweet? Or mailed something to follow up after an online interaction? Social is just a means to building an introduction. But the magic happens when you carry the connection beyond the online world and into the real world.
Key Takeaway: You want to turn heads in social media? Be interesting. Engage with your networks. Create conversation. Respond to your audience. Care about them as much (if not more) than your campaign. These things will get you noticed and help you bust through the clutter.
In high school English, I was taught there are only three stories in this world: Man vs. Nature, Man vs. Man and Man vs. Self. That's it. Three plot lines that explain every tale in the world, fictitious and real.
This book looks like a winner because it has identified long-standing success principles that are still valid today. And then give the reader focused steps (so they promise) for making their content creation really work to attract new customers.
As the authors Muahmmad Yasin and Ryan Brock say, "Sure, social media is a new tool–its form is new. But the content is as old as the hills, using marketing principles that stretch back to the time of Cesar Augustus, one of the canniest propagandists who ever lived."
This does not mean there is nothing new to write. But the authors suggest we need to focus more on content creative qualitythan the sheer numbers of quantity in order to stand out.
Sign up to receive notice of when the e-book comes out -- which is shortly I hope!
Amy O'Leary, a news editor and multimedia producer for The New York Times, presents the final keynote address of the Narrative Arc conference. Her presentation, "Beyond the 'Like' Button: Digitally Addictive Storytelling and the Brain," discusses the brain and its relationship to immediate news.
This is an amazing video that falls into the category of "making us smarter" about our work.
I am still digesting this presentation, which is about an hour long. But I'm fascinated by it -- and it explains so much about how/why social media and storytelling works so well together. And what is missing when the two don't work.
In my book, the more we know the mechanics of how/why social media and storytelling works, the more command we have of our tools, and the greater success we can have.
So if you want to know why "like" buttons work and how to integrate storytelling into social media for outstanding results, then run -- don't walk -- to view this video!
Then for another interesting and fascinating twist, check out the next article on "The Universal Language of Story."The 2 videos together are a double whammy of "ah-hah's" and inspiration.
Transmedia Storytelling for Kempinski Hotels Creating Talk Value for Harley Davidson by maarten.schafer in Travel, Books - Non-fiction, and Cool...
Sharing our business stories is all about engagment -- engaging with our prospects and customers to grow the business.
OK -- so what does this actually look like in social media spheres?
Here's your answer. What I like about this post are the real-world examples that are shared showing how companies are actually using social media to increase engaging with audiences, listen for and share stories, and gain fans/customers.
Moving biz stories into social media is all about sharing very short text stories back and forth between you and your fans, using visual storytelling methods to share stories, and using any tools you can to trigger stories within the minds of your audience.
There are lessons/ideas for us all here. I hope this starts your creative juices flowing so you can better leverage social media as a media for story sharing, and grow your biz!
Infographics have been growing like weeds in our content garden for the past few years.
Got data? Then find the story to share first. Want data? Then find the story to share first. That's the basic message of this article -- hooray! Finally someone is putting the right horse in front of the cart.
All too often infographics are generated today that don't tell a story well. Now not every infographic needs to tell a story. But if you want impact, sharing the data using story principles is essential:"Instead," says the author, "you get the typical 'collection of facts' infographic done with a rushed and insulting design."
As author Jess Bachman says, "There are three main components to an awesome infographic: story, design, and data. The most important one, at least to the viral end, is the story. And the story is usually where most of the 'fail' happens. Below, I’ll give you my top four strategies for finding and telling good stories with infographics."
He then goes on to share good tips on finding the story in your data or dropping the project.
You know it when you hear it. That great story or idea. The one that’s got “juice” – energy, excitement, possibility. The one that, on its own, has the ability to “get up, walk around the room, shake hands with everyone” and, then travel on. The kind of story that marketers know they need to tell if they are hoping to meaningfully connect with their audiences and then inspire those audiences to “share and tell.”
Easier described than done.
Hey -- go download this free e-book on biz stories and using them to spread your ideas/grow your brand.
It is quite a handy book. I love the breezy language they use, how they describe the process of finding and crafting your stories, and how to work with your stories for branding and share-ability. The book is fun, full of examples and right on.
Social media is about creating engagement. One way a consumer can become engaged is by telling a compelling story. And then it is not just about the content; it is about how you tell it, and how you leverage the content. Here is a concise checklist of 10 key elements to help you tell your story so you can build and thrive on engagement.
Thank you Gimli Goose for originally curating this article! It is a quick read that has 10 tips and valuable insights for moving your business stories into different media.
Social media has so many similarities to storytelling. Proper social media marketing may be compared to a book, with it's genre, title, story line and chapters.
Here's another great way to look at social media through the lense of storytelling. The author is delving into what I call 'stratetic storytelling.' In other words -- all the thinking about your stories before doing when launching into crafting your story.
When you ask yourself questions like, "What is the cover of my story?" and "What genre is it?" and "What's the market I'm trying to reach?" makes the stories you craft on target. Then the story will do the work you want it to do (connect with others, grow your business).
As the author states at the end, "Ensure your genre, cover and subjects are inline with the messaging you want to get across and use those stories to build meaningful relationships by delivering value."
We know listening is the foundation skill for being able to tell compelling stories (see other articles on listening in this collection). In this article it is now linked to effective marketing and building effective social media strategies.
I like what the author has to say, "Why? Because listening is an ongoing process that is necessary to keep a strategy fresh and competitive. It enables decision-makers to find and better understand opportunities and stakeholders."
Combine your technical listening (analytics) with your person-to-person listening and you've got a winning combination.
Listening well (tech & people) not only informs your marketing strategy, it also allows you to know which story(ies) to tell when, creating even stronger connections with your audiences.