Just Story It Biz...
Follow
Find tag "roi"
132.6K views | +1 today

Just Story It Newsletter

Sign up for my rather infrequent newsletter
Just Story It Biz Storytelling
Story as a path to transformative leadership & business success    www.juststoryit.com  619-235-0052
Curated by Karen Dietz

${leadGenConfiguration.title}

$leadGenConfiguration.description
Your new post is loading...
Scooped by Karen Dietz
Scoop.it!

The ROI of Storytelling: Measuring Effectiveness

The ROI of Storytelling: Measuring Effectiveness | Just Story It Biz Storytelling | Scoop.it
One of the elusive questions that often surfaces in discussions about storytelling is, “How do we know when the story that we’ve told has been ...
Karen Dietz's insight:

Well, this article makes an interesting point: nonprofits and businesses might want to take a strategic and long-haul approach to figuring out the ROI of storytelling.


This big-picture approach to ROI is focused on finding the patterns of results your storytelling generates.


Hmmmm -- I think this is a kernel of a good idea. I do think that looking at patterns of results over time can be very informative. Yet the assumption buried in this notion is that the ROI of storytelling is hard to figure out. I don't think that's the case if you are clear on a few key points:

  1. In both the business and nonprofit world, we want our stories to move people to some sort of action.
  2. Being clear on what result(s) you want to produce early on will help you craft compelling stories that will more likely work to bring you your desires. Case in point: numerous times I've helped nonprofits tell a story for fundraising and saw immediate and significant results (big donations).
  3. Use measures appropriate for storytelling: connection, engagement, loyalty, knowledge transfer, sense of community, story sharing, specific desired action steps, etc.


So think about and craft your ROI to serve both short-term results and long-term patterns. Sacrificing the long-term for the short-term only means you will miss significant information and perhaps surprising unexpected results.


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

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

Participant Index--Finding Out Why 1 Film Spurs Action, While Another Doesn't

Participant Index--Finding Out Why 1 Film Spurs Action, While Another Doesn't | Just Story It Biz Storytelling | Scoop.it
A film company, two foundations and a university want to know what motivates people to support an issue on social media after they see issue-oriented movies, TV shows or online video.
Karen Dietz's insight:

Now this is very interesting. We all know that our business stories are crafted to move people to action. But how does that happen really really, and how do you measure or evaluate it?


Here comes along Participant Media, an activist entertainment company to answer these vexing questions. They are developing a measuring tool to determine emotional response and level of engagement to films (stories).


There's still a way to go, but we should keep this on our radar screen for its application to business storytelling. Learn more about what's happening, the tool they are developing, and what's in store for us in the future by reading this post.


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

more...
Patricia Stitson's curator insight, July 26, 10:27 AM

Karen Dietz, you should take a look at the marketing anaylysis developed by Emotient using CERT technology.  I hear rumour that one of the founders might be talking at an upcoming TEDxAmericasFinestCity evnt ;-)

Scooped by Karen Dietz
Scoop.it!

Awesome Interview With Rich Sheridan, CEO & Chief Storyteller

Awesome Interview With Rich Sheridan, CEO & Chief Storyteller | Just Story It Biz Storytelling | Scoop.it
CEO Rich Sheridan talks about the power of executive storytelling on employee engagement and wild business growth.
Karen Dietz's insight:

I recently had a great time interviewing Rich Sheridan, CEO and Chief Storyteller of Menlo Innovations based in Ann Arbor, Michigan.


I love Rich's story of the Viking helmets, corporate culture, and about storytelling being a critical part of his CEO duties. And the results for Menlo have been amazing.


Listen to this podcast or download it for later this weekend. There are terrific insights here and our conversation was both fun and enlightening.


Expect more to follow. I've interviewed other Chief Storytellers (still waiting on corporate approvals) and am scheduling several folks in the next few weeks.


If you know of anyone in a company who has the title of Chief Storyteller (or something akin to that), let me know and I'll track them down :)


In the meantime, enjoy this gem.


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

more...
Brian Yanish - MarketingHits.com's curator insight, July 25, 3:16 PM

Great interview Rich Sheridan, it will make you think about your business and how you are telling your story.

Scooped by Karen Dietz
Scoop.it!

Ways to measure the ROI of Storytelling in PR Efforts

Ways to measure the ROI of Storytelling in PR Efforts | Just Story It Biz Storytelling | Scoop.it
The Art Of Storytelling In Business Communications And Public Relations
Karen Dietz's insight:

Last Wednesday I had a terrific opportunity to spend time with hundred of Public Relations (PR) professionals at a 1-day conference in Portland, OR. The entire conference was focused on storytelling. Yeah!


I got to hear Nancy Duarte speak (her next book is on storytelling BTW), and hang out with story branding expert Jim Signorelli after his keynote. I also had the privilege of chatting with PR maven Lou Hoffman of the Hoffman Agency. Lou was one of the presenters advocating for more storytelling in the mix of PR work. It was a fabulous presentation.


Afterwards we had a chance to chat and part of the conversation centered on determining the ROI of storytelling. We both agreed that figuring out the ROI of story activities depends on the application of story. The ROI of story and leadership coaching requires different measures than the ROI of story in marketing.


Today he sent me the link to his latest blog -- and it's all about how to consider the ROI of PR efforts. Double yeah!


In truth, every company is in the PR business and Lou's article helps all of us determine the ROI of this activity. Many thanks Lou for this clear-headed guide.


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

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

Public Speaking Payoff: The Presentation ROI of $55,000/Minute

Public Speaking Payoff: The Presentation ROI of $55,000/Minute | Just Story It Biz Storytelling | Scoop.it
In his Ted talk, Bryan Stevenson uses the power of storytelling to reach minds and hearts.
Karen Dietz's insight:

Holy Cow! These stats are impressive. And the rest of the article is all about how to craft an awesome presentation like this TED speaker did.


We all can achieve these results. It just takes know-how and practice. Here is some of the know-how. Now go practice :)


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

more...
Lynnette Van Dyke's curator insight, March 8, 9:08 AM

a model for some purposes

Richard Lock's curator insight, March 8, 9:58 AM

Story and emotion connect. Data and statistics alone do not. We need stories and emotion to make it real for our listeners.

Rocio Watkins's curator insight, March 8, 11:53 AM

A "must" read for every leader, presenter, teacher, student, and any other communication enthusiast.

Scooped by Karen Dietz
Scoop.it!

Global Giving Storytelling Project Measures Impact/ROI

Global Giving Storytelling Project Measures Impact/ROI | Just Story It Biz Storytelling | Scoop.it

Evaluating impact is something we’re always interested in learning more about. When we heard about the Global Giving Storytelling Project, we were pretty excited about it because it includes talking directly with communities to find out what people say about the impact of community projects on their lives. We asked Marc Maxson to tell us more about the project and why it matters.

Karen Dietz's insight:

What a fabulous project -- measuring the impact of programs through collecting and analyzing stories.


Many business story practitioners have long held the position that the ROI of programs and their significant impact (or not) can be articulated through story collection and analysis. Global Giving is showing how true this is.


And what I love is that in this article they are sharing their model of how they are getting it done. Any business can take this model and replicate it for themselves.


In particular I like how they trained people within the community to gather the stories. Businesses can do the same to generate results with significant side benefits.


Read more about it all here, and then seriously consider using this model in your company.


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

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

The results are in! Good Co's Are Storytellers. Great Co's Are Storydoers.

The results are in! Good Co's Are Storytellers. Great Co's Are Storydoers. | Just Story It Biz Storytelling | Scoop.it
Story-driven companies -- Target, Walt Disney, Starbucks, American Express, IBM -- are achieving better financial success than their competitors.
Karen Dietz's insight:

I'm amending my review here based on new information that the author of this article, Ty Montague, has been sharing in the many comments he is receiving to his blog post. My edits are in italics and bold.


Well, here is an interesting article that is focused on several issues:

  1. Are companies using storytelling as a mere tool to gain market share or as a core competence imbedded in their DNA?
  2. Can storytelling results be measured?
  3. What difference does storytelling make in business?


I applaud all three! It means we are maturing as a field.


Regarding #1, the author (Ty Montague) narrowly distinguishes between storytellers and storydoers, defining storydoers as those companies that "emphasize the creation of compelling and useful experiences — new products, new services, and new tools that advance their narrative..."


Hmmm -- that still frames storytelling as market output and leaves out leadership, culture, customer and staff engagement, knowledge transfer, etc. So in the end, he is still talking about different kinds of marketing: story that is messaging (telling) and story that is tied to both marketing and product development (doing). 

Actually, Ty and his co-horts do name corporate integration of storytelling into other areas of business activity as one of their criteria. They struggled with how to find out of a company was actually walking their talk, or just using stories in their marketing. If you read the comments below the blog post you will gain additional insights into this issue and what they tried to do.


But it's a start and a valuable distinction! But we need to go further in the 'walk your talk' kind of authentic storytelling we are looking for to include the pieces he left out.


And I'll be picky again -- no company has one story as is mentioned here. It's a network of stories instead, which creates a story field that staff and customers interact with. How you think about story will frame the results you get.


The stats are pretty interesting. The author used social media shares, business growth rate, and financial share price to see if storydoing companies fared better than storytelling companies. I'll let you see the results for yourself!


The only other sentence that gave me pause in the article were the several references to "lighting up the medium of people." Are people a medium now? I thought we were just people. Set me straight if I read this wrong and don't understand!


Despite my nit-picks, this is a really great article because of the author's attempts to make distinctions, measure, and evaluate. And the results are exciting. We need more like it!


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

more...
Dawn Mullen's curator insight, July 19, 2013 6:52 AM

Did you ever ask yourself why the best Priests or Ministers are the best?  In my opinion it is because they use the art of the story to reach people.  To make them remember.  I also think we all have the heart of a child and we learn best using as many of our senses as we can. This storyteller storydoer technique is powerful and very useful in marketing. I especially like the TARGET commercials.  What are your favorites and examples of the story?

Karen Dietz's comment, July 19, 2013 8:56 AM
Good points Dawn! And we always have to remember that companies need to walk the talk. It is still unclear the degree to which these companies actually embodies storytelling in its culture, instead of using stories just in their marketing and ads.
Scooped by Karen Dietz
Scoop.it!

How Do You Measure Love (Or Employee Engagement)? Or Storytelling?

How Do You Measure Love (Or Employee Engagement)? Or Storytelling? | Just Story It Biz Storytelling | Scoop.it
How do you measure engagement? I’m asked that question often, from both employee engagement skeptics looking to frame the effort as voodoo, and from true believers who know engagement when they see it, but still want to know how to quantify it.
Karen Dietz's insight:

This article never mentions storytelling, and yet I think it is very relevant.


Several weeks ago I finished a chapter on the ROI (return on investment) of storytelling for the "Business Storytelling for Dummies" book I'm writing with colleague Lori Silverman. For over 15 years I've said that "storytelling is creating art in the air." So how in the heck do you measure that??


Tough stuff! Storytelling, ultimately, is about engagement. Storytelling creates engagement on some very basic levels. And it sparks further engagement with staff and customers. This article discusses how to measure engagement, which is the result of a feeling. Again, so how the heck do you measure a feeling?


This article shows us one way -- by developing proxy questions that over time will generate the ROI for us. Great idea!


Author Kevin Kruse does a great job explaining this. If you need to get a handle on the ROI of storytelling for your business or organization, this could be one of the easiest ways to go.


Happy quantifying!


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

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

How Siemens successfully uses storytelling

How Siemens successfully uses storytelling | Just Story It Biz Storytelling | Scoop.it
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

more...
gillkelley's curator insight, May 13, 2013 1:31 AM

Great explanation of 'storytelling' as a strategy or concept, as told to the Australian version of "Marketing'.

Emma's curator insight, May 15, 2013 4:56 AM

Esto si es branding

Peter Fruhmann's curator insight, August 8, 2013 3:57 AM

One of the key sentences in this article for me is "I think that good communicators, the great communicators, all really do it (storytelling) naturally." Keith Richie points out that it works for leaders as well as brands and/or organisations. But will all communication professionals who offer 'storytelling' recognize that? I've seen some ugly twists to good stories or good stories thrown away for the sake of a 'new story'...

Scooped by Karen Dietz
Scoop.it!

How alternative storytelling can help impact project evaluation

How alternative storytelling can help impact project evaluation | Just Story It Biz Storytelling | Scoop.it
Using digital technology to tell stories can help charities with impact assessment, says Kieron Kirkland...


Using stories to evaluate resultsQuantitatively??!! 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 

more...
Sandra V. Barbosa's comment, November 5, 2012 7:17 PM
I'm Brazilian. I'm English teacher. Follow me. Thanks.
Scooped by Karen Dietz
Scoop.it!

ROI Through Storytelling - Chief Learning Officer, Solutions for Enterprise Productivity

ROI Through Storytelling - Chief Learning Officer, Solutions for Enterprise Productivity | Just Story It Biz Storytelling | Scoop.it

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!

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

What's Your Website Story Score? ComMetrics TriageHazard Score

What's Your Website Story Score? ComMetrics TriageHazard Score | Just Story It Biz Storytelling | Scoop.it
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.

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

RE: ROI of Business Storytelling: Story of Horse Bust. « Whispers through the Web

RE: ROI of Business Storytelling: Story of Horse Bust. « Whispers through the Web | Just Story It Biz Storytelling | Scoop.it
RT @vermeiretim: freshly pressed. RE: ROI of Business Storytelling: Story of Horse Bust.
more...
No comment yet.
Curated by Karen Dietz
Karen is available for workshops, coaching, public speaking & consulting on telling your story, making values/vision come alive, uniting people to achieve audacious goals, & building transformative leadership. Remember, whoever tells the best story wins!