But, hyperconnectivity isn’t just about technology, media channels and networks. At heart, it’s about the power of word-of-mouth and new applications for the oldest of oral traditions - storytelling. In the heyday of the 30-second spot, advertisers used stories to educate and convert a captive, attentive consumer. Today, hyperconnectivity has led to fragmentation. Audiences are conditioned to receive information whenever and wherever they want it, across multiple screens, in 140 characters, in countless newsfeeds editorialized by their friends.
Here are ways to think about sharing your business story across various media. It's not about telling the same story in different modes, but in creating a repertoire of stories, a network of stories, that creates your story world -- your brand -- that people can connect with and play in.
Via laurent guerin