Courageous Branding: How Marketers Use the Underdog Story http://t.co/MEcsDW4C #branding #brand
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Scooped by Karen Dietz onto Just Story It |
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Karen Dietz's comment,
January 31, 4:00 PM
Glad you liked it Hari!
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All the best info on storytelling to lead and grow your biz. Contact us today! (619) 235-0052
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Keith Ritchie, storyteller at Siemens, talks to Marketing about his role as a storyteller and just how powerful telling a story can be to engage clients, potential clients, and staff. What does story-telling mean to you?
Karen Dietz's insight:
Here is a terrific article about how Siemens incorporates storytelling as a core competence in both its marketing and internal corporate culture. It's a fascinating piece where Keith Ritchie from Siemens talks about why they use stories, how they use them, and how they think about them. There's even a discussion about ROI which is a nice twist on how to think of the ROI of stories. I have no idea who actually wrote the article, based on an interview with Ritchie, or I would thank them for putting together such a thorough piece. If you are curious about how larger organizations are using stories -- and how you might be able to do the same regardless of your size -- then check out this post. This review was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it 
gillkelley's curator insight,
May 13, 4:31 AM
Great explanation of 'storytelling' as a strategy or concept, as told to the Australian version of "Marketing'. Delete the scoop?
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When told well, stories add meaning to metrics. Learning leaders should embrace the skill to convey business impact and show the worth of a leadership development program. I love this article for its idea about ROE for leaders: Return On Emotion. How do you deliver ROE? Through stories, says the author. Gain additional insights into this notion by reading this article. And let's start working on our ROE! Delete the scoop?
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RT @vermeiretim: freshly pressed. RE: ROI of Business Storytelling: Story of Horse Bust.
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Using digital technology to tell stories can help charities with impact assessment, says Kieron Kirkland... Using stories to evaluate results? Quantitatively??!! You bet!! Here is a fabulous article after my quantitative heart. The author Kieron Kirkland talks about how the organization, Nominet Trust, worked with the org story company Cognitive Edge to capture stories and then have the story authors rank what their stories are about on a scale. Once the story was captured, there were several types of scales the storytellers ranked their stories on -- generating big data! See -- storytelling and evaluation can be done effectively if constructed properly. This article goes hand-in-hand with newer qualitative evaluation processes for arts-based techniques (like storytelling) talked about in one of my favorite books, Method Meets Art; Arts-Based Research Practice by Patricia Leavy (2009). If you struggle to connect stories about your projects to quantifiable results, then run to read this article. Having helped organizations articulate measures so they can see progress, the first critical area to tackle are which measures are going to be used that are the most meaningful, given the project's objectives. This article will give you several ideas for how to get started. Enjoy! This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 
SandraVBarbosa's comment,
November 5, 2012 10:17 PM
I'm Brazilian. I'm English teacher. Follow me. Thanks.
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Summary On the average Web page or blog post, users may read about 20 percent. The first 10 seconds are critical. This score supports your efforts in keeping readers longer. Here is some very interesting work going on by my colleague Urs Gattiker in Switzerland who is working on algorithms to help businesses measure engagement on their websites. This is tough work but I think Urs is on to something here. While we don't have measures yet on the quality of stories on a website/blog, the algorithms here will indicate if the stories you share on your site are captivating (longer site visits). If you end up with a low score, you probably need to revisit your content and visuals. I look forward to hearing more about Urs' work as he continues to work on these algorithms and shares his results with us. Delete the scoop?
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And here is another example of a plot form that businesses can successfully use!