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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
"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]
When you're occupying the C-suite, you may not have time to think about tweets, Facebook posts, Foursquare check-ins and Pinterest boards. But you should.
Great post from leaders in the know, from a respected site, known for being sharp about social media trends:
Mashable asked C-suite execs from companies like Virgin, Ford and IBM for their best social media advice and tips: http://on.mash.to/KygBmD ;
Think About Community
Read Entire Post here: http://on.mash.to/KygBmD ;
Via maxOz, michel verstrepen, Deb Nystrom, REVELN
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]
"Strategy is more important than ever - so that a company's social media strategy is more than a collection of tactics."
From the executive point of view, chief marketing officers and the like comment on 2012 social media strategy at the Chief Marketing & Sales Officer Forum summit It's good to be reminded of organizational systems.
I’m surprised how often a company’s social media strategy is really just a collection of tactics. - Google’s Margo Georgiadis
Excerpts by McKinsey contributor, Marc Singer.
1. Strategy is more important than ever
From Google’s Margo Georgiadis: I’m surprised how often a company’s social media strategy is really just a collection of tactics.
The alluring possibilities of social and digital media can easily distract our focus from what really matters to our companies—and to our customers. All of us need to bring in the new while staying focused on our enduring customer strategies.
2. To engage customers and influence brand perception, marketers need to build trust
Companies are no longer the sole arbiters of their brand; customers have an important, and in some cases decisive, voice. But marketers still have enormous influence around how customers understand and interact with their brand. ...a lot of that value is dependent on trust between brands and their customers, which has been taking a beating in the last few years.
Many companies still fail to measure accurately or consistently [as their] metrics programs aren’t tied to strategies built around target customers.
3. Companies need to “instrument” their organizations around target customer segments
Stanford’s Aakers talked about how leading companies haven’t stopped measuring ROI, but they’ve expanded their notion of what the return might be including a more personal form of ROI better suited for a social age:innovation, R&D savings, employee hiring savings, employee morale and passion, and so forth.
Ford’s Farley makes the connection between “brand favorability”—the customer’s overall perception of a brand relative to competing brands—and pricing power. Farley has found that brand favorability is deeply driven by what Ford does in social media. Many companies still fail to measure accurately or consistently as their metrics programs aren’t tied to strategies built around target customers.
Read the full article here.
Photo credit: Flickr CC by John-Morgan
Via Deb Nystrom, REVELN
What does analysis look like for informal learning? Is it different because it involves technology? Not really - via Intrepid Learning.
It's useful to look at these data gathering steps as a possible checklist for creating the conditions to facilitate informal learning in your organization. DPPE is a model I like to use: Data, Purpose, Plan, Evaluate. This fits right into the planning flow. ~ Deb
Analysis for informal learning: Here are a few actions you can take to assess the learner’s needs.
Spend time with the learner group in their environment, understand how they go about conducting their work, and look at how they fill learning gaps . Assess where and when they need the support of others because information is not readily available . Conduct interviews, ask questions to gain understanding of their needs .
Craft a user story – a “day in the life of” – and vet that with the learner group . Use focus groups to gain insights including having them walk you through their work processes . Brainstorm with the learner group to identify where they think informal learning might help them accomplish tasks more easily or to provide context .
Once you gain an understanding of their needs for information, support, and learning within their workflow, you can prepare for the next step in building your informal learning strategy.
Read the full article here.
Via Deb Nystrom, REVELN
This piece was written by Raf Stevens, author of "No Story No Fans"
I selected this because the author gives some very good tips on how to use storytelling that lets your audience know who you are and why they should trust you. People work with and buy from people they like. If you're not connecting with others through your content online, this article will help you.
Many organizations are not even aware that their message has lost all connection with their audience
The strange thing with all this is that the solution to creating compelling content is so obvious: Use stories and storytelling
Do you think that you or your business is in touch with its own stories? And can they be told in a way that connects them with their audience in this hyper-connected world?
Chances are this might not be the case if you have trouble answering any of the following questions:
**What story really defines you?
**How does your story fit with the heart of your organization?
**How is your story emotionally engaging to your audience?
**Can your audiences retell your story?
**In what ways can they develop trust in your story and act upon it?
Here are a couple of good takeaways:
Remember the universal truth:
Nobody wants to be sold, but everyone wants to be helped. Create content that:
**answers your audience's questions
**provides them with answers and solutions or demonstrates how your offerings can help them in their everyday lives
Honesty among people is important, but trust is critical for marketers to gain audience support. So make sure your story demonstrates why you arae worthy of your audience's trust.
Curated by Jan Gordon covering "Storytelling, Social Media & Beyond"
Read full article here: [http://bit.ly/t2Wx1d]