Market to real pe...
Follow
Find tag "brandstories"
1.3K views | +0 today
Market to real people
Creating positive return on influence!
Curated by Robin Martin
Your new post is loading...
Your new post is loading...
Rescooped by Robin Martin from Change Leadership Watch
Scoop.it!

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, Robin Martin, Deb Nystrom, REVELN
more...
misslenali's comment, April 21, 2012 9:34 AM
:) you´re very welcome Karen I probably will rescoop more from you!
I like you.....
Deb Nystrom, REVELN's curator insight, January 2, 2013 10:43 AM

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 12:59 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 9:34 AM
:) you´re very welcome Karen I probably will rescoop more from you!
I like you.....
Deb Nystrom, REVELN's curator insight, January 2, 2013 10:43 AM

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 12:59 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!

How Brands Have Become Storytellers - The History of Content Marketing

How Brands Have Become Storytellers - The History of Content Marketing | Market to real people | Scoop.it
We are all publishers today, but that did not used to be the case. Here's an overview of the history of content marketing and how got here.

 

Content marketing and storytelling are becoming a larger part of the marketing organization in general.

 

**Content Marketing Institute and their colleagues are seeing an evolution of the marketing department transform itself into more of a publishing department.

 

Although this is not an easy transition and the pain has just begun, some larger brands have clearly made this transition.

 

**For example, Kelly Services now spends over 60% of their marketing budget on content creation and distribution activities. Even though Kelly’s VP of Thought Leadership Todd Wheatland (and Content Marketing World speaker) states that Kelly has been “doing content marketing for more than 10 years”

 

**many brands are still struggling with content marketing structure. Even though the barriers to entry are gone and we have all the opportunities in the world to develop valuable and compelling content

 

**the biggest corporate challenge is the creation of engaging content.

 

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

 

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


Via janlgordon
more...
No comment yet.
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
more...
No comment yet.
Rescooped by Robin Martin from Storytelling, Social Media and beyond
Scoop.it!

4 Exceptional Resources for Storytelling Inspiration

4 Exceptional Resources for Storytelling Inspiration | Market to real people | Scoop.it
Whether you attended the 2012 South by Southwest Interactive Conference or just followed attendees on Twitter, you know content, and content marketing in...

 

While stories vary widely across organizations—from product and brand stories to those based on customer and audience interests—the art and craft of storytelling must be honed regularly, especially in an era of consistently evolving technology. In that sense, nothing beats regular practice.

 

But not far behind is the act of consuming stories—that is, regularly reading, watching, and listening to the work of today’s best. For that, I’ve put together this list of exceptional storytelling resources content professionals should follow if you’re serious about finding and telling stories that have impact:

 

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

 

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


Via janlgordon
more...
No comment yet.