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Rescooped by Robin Martin from Change Leadership Watch
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Storytelling is the New Currency in Change Communication

Storytelling is the New Currency in Change Communication | Market to real people | Scoop.it

From Evivio Blog - Today is the beginning of the Reinvention Summit where people from all over the world gather together to hear and share stories of change.

 

All businesses are going through reinvention.  

 

Telling the right stories to connect with their audiences in a new way is crucial. 

 

_________________________

When your audience shares your content, they often add their perspective...adding social credence that can further enhance its relevance

_________________________

 

Highlights:

 

Stories are the new currency, as digital media allow consumers a surfeit of channels to listen to and engage on. Consumers want to be engrossed and entertained, and as with other entertainment media, they expect a story.

 

Stories are not just entertaining.

 

Stories are useful, descriptive, beautiful, interesting: shareable.

 

Shareable, and participatory: when your audience shares your content, they often add their perspective to it, adding social credence that can further enhance its relevance

 

The iconic marketing goal of the social media era is ‘viral’ content – a video, photo or other content that spreads like a virus from host to host, making millions of people laugh, cry or think.

 

One must consider how many of those attempts at ‘viral’ marketing have succeeded.

 

On a Wikipedia list of the most viral internet memes, very few of them are associated with a brand and those that are were almost always created by a third party or viewed as a public joke.

 

Trying to produce a viral internet meme is like trying to stand up on a water slide. The chances that you will fall flat on your face and look pretty silly in the process are very high.

 

Rather than attempting to create ‘viral’ content, aim for ‘shareable’ content. That is, content that genuinely affects their target demographic; content that addresses real problems or communicates similar ideals.

 

Selected by Jan Gordon covering "Storytelling, Social Media and Beyond"

 

Read full article here: [http://ht.ly/aiwUY]

 

For a brief video tip from Deb on storyboards & "What's Your Story" shared with ICF Michigan Coaches, her video is here.

 

http://www.youtube.com/watch?v=DlbsqV2I0is

 

Deb's Change Results video channel is here.

 

Deb's main blog featuring Change Agility is:  http://reveln.com/blog/

 


Via janlgordon, Deb Nystrom, REVELN
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misslenali's comment, April 21, 2012 12:34 PM
:) you´re very welcome Karen I probably will rescoop more from you!
I like you.....
Deb Nystrom, REVELN's curator insight, January 2, 2013 1:43 PM

There are few things so captivating, so memorable, as a good story.  Change is empowered by sharing examples of what works, or what changes feature quick wins.  Digital marketers are the purveyors.  


What is really needed are change leaders who stir the mix so the stories come forward.  Change Leaders champion the best stories and shape their cultures with them.  ~  Deb

Audrey's curator insight, January 5, 2013 3:59 PM

After reading your article I am going to do some of my lessons as stories. You know psychology is an area of study which naturally lends itself to story telling; audrey@homeschoolsource.co.uk

Rescooped by Robin Martin from Storytelling, Social Media and beyond
Scoop.it!

Storytelling is the New Currency in Digital Marketing

Storytelling is the New Currency in Digital Marketing | Market to real people | Scoop.it

This piece is from Evivio Blog - I selected this piece because today is the beginning of the Reinvention Summit where people from all over the world gather together to hear and share stories of change. All businesses are going through reinvention, telling the right stories to connect with their audiences in a new way is crucial. 

 

Here are some highlights:

 

**Stories are the new currency in digital marketing, as digital media allow consumers a surfeit of channels to listen to and engage on.

 

**Consumers want to be engrossed and entertained, and as with other entertainment media, they expect a story.

 

But stories are not just entertaining.

 

**Stories are useful, descriptive, beautiful, interesting: shareable.

 

**Shareable, and participatory: when your audience shares your content, they often add their perspective to it, adding social credence that can further enhance its relevance

 

**The iconic marketing goal of the social media era is ‘viral’ content – a video, photo or other content that spreads like a virus from host to host, making millions of people laugh, cry or think.

 

**But one must consider how many of those attempts at ‘viral’ marketing have succeeded.

 

**On a Wikipedia list of the most viral internet memes very few of them are associated with a brand and those that are were almost always created by a third party or viewed as a public joke.

 

**Trying to produce a viral internet meme is like trying to stand up on a water slide. The chances that you will fall flat on your face and look pretty silly in the process are very high.

 

**Rather than attempting to create ‘viral’ content, marketers should aim for ‘shareable’ content. That is, content that genuinely affects their target demographic; content that addresses real problems or communicates similar ideals.

 

Selected by Jan Gordon covering "Storytelling, Social Media and Beyond"

 

Read full article here: [http://ht.ly/aiwUY]


Via janlgordon
more...
misslenali's comment, April 21, 2012 12:34 PM
:) you´re very welcome Karen I probably will rescoop more from you!
I like you.....
Deb Nystrom, REVELN's curator insight, January 2, 2013 1:43 PM

There are few things so captivating, so memorable, as a good story.  Change is empowered by sharing examples of what works, or what changes feature quick wins.  Digital marketers are the purveyors.  


What is really needed are change leaders who stir the mix so the stories come forward.  Change Leaders champion the best stories and shape their cultures with them.  ~  Deb

Audrey's curator insight, January 5, 2013 3:59 PM

After reading your article I am going to do some of my lessons as stories. You know psychology is an area of study which naturally lends itself to story telling; audrey@homeschoolsource.co.uk

Rescooped by Robin Martin from Storytelling, Social Media and beyond
Scoop.it!

Storytelling Done Right Can Do The Selling For You

Storytelling Done Right Can Do The Selling For You | Market to real people | Scoop.it
I selected this article from copyblogger because it delivers, it's simple, straightforward and right on the money!

 

Here's an excerpt:

 

"I believe a story can potentially carry the entire sale for your product, even if everything else is technically “wrong” in your ads

 

** no clear call to action

**lame bullets

**weak offer

 

For example:

 

"Nothing in the movie "Top Gun" told you to buy Maverick’s brand of sunglasses or join The US Navy. Yet, the movie “sold” both products to hordes of people.

 

**So, how do you apply this to your marketing?

 

1.  The personal story


This is one of the most common landing page stories.

 

**This one is simple — you just “walk” people (step-by-step) through a painful problem you went through and how you achieved the result your readers are looking for.

 

2. The historical story

 

**This kind of story is extremely persuasive, contains nothing even remotely resembling “hype,” and can persuade people to buy things they otherwise might ignore.

 

3. The “meet the guru” story


**This one is related to the personal story, but it’s got more “pop” due the built-in credibility it gives you.

 

**These suggestions have proven to produce results, he gives more examples......

 

Curated by Jan Gordon covering "Storytelling, Social Media and Beyond"

 

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


Via janlgordon
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