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The Last Brochure You’ll Ever Need -- Story Works

The Last Brochure You’ll Ever Need -- Story Works | Marketing et réseaux sociaux | Scoop.it

"Have you ever looked at your marketing materials and thought, “that’s not really me?” Been there. In fact, my (thankfully last) resume comes to mind. And, oddly, my mind wandered a bit, thinking how most marketing materials similarly fail to tell us what’s really unique about a brand."

 

Well, I am embarrassed to admit this, but the author of Story Works, Sharlene Sones, asked me to review her new e-book months ago -- and I am just now getting to it. My apologies Sharlene! But better late than never I guess.

 

I love this book. For several reasons:


Size & readabililty -- this book is constructed so you can easily flip through it. And it is laid out so it is easy to read and digest. Perfect! I can't tell you how many posts and e-books I ignore because the layout makes it too hard to read. And I wouldn't want to subject you to that either. Sharlene's book is a breeze to walk through.

 

Content -- Sharlene does a masterful job at guiding us through the business applications of story. She touches on everything from marketing/branding, unique proposition, sales, to leadership, culture, career development, and back. Whew! That's a lot of territory to cover. But she does it well.

 

Sharlene explains how story will make a difference in these areas -- and WHY it does. And she gives us tips for using story in several applications. As a bonus, there are lots of story quotes to add to your list, along with examples from companies to make her points.

 

What I particularly like is her focus on story as conversation -- and that story sharing is where the real leverage is in org story work.

 

I may quibble a bit on some of Sharlene's points -- are testimonials really stories? Depends on the definition you use. For me, not so much. But the bulk of Sharlene's material is so right on, I am not going to be so picky.

 

Sharlene also tackles 'engagement' as a topic and brings to light the story dynamics involved in that. I think there is still a lot to learn about storytelling and engagement in business, but this gives us a good start.

 

I wish there had been more focus on listening, too. Implied in Sharlene's book is how transformative stories can be in business. A lot of what she talks about is story at the transactional level -- even when story provides inspiration and meaning. For example -- when a business is really in the story groove, stories have the potential to change both the teller and listener. Story as transformation in business is the next frontier I think.

 

I could say more, but I'm running out of space. This book is inspirational and a good kick in the pants for bringing story into your core business activities. If you want a great e-book primer on business storytelling, this is it.

 

If you want to go deeper, dig into the books by Annette Simmons and Steve Denning.

 

You do have to buy this book. But you can also download a chapter for free. I have absolutely no affiliation with Sharlene other than we are colleagues and both went to grad school at the Univ. of Pennsylvania.

 

Happy reading!

 

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

 


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Rescooped by soulemane elias from Public Relations & Social Media Insight
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How to Share Old Blogposts on Social Media

How to Share Old Blogposts on Social Media | Marketing et réseaux sociaux | Scoop.it

Social media advice seems to come in two flavors: what to do and how to do it.

 

Take, for instance, the advice to reshare content from your blog’s archives. This strategy seems to pay big dividends for the accounts who’ve embraced it. They’ve seen more traffic, more reshares, and more engagement even though the content itself isn’t brand new.

 

Sharing old content is awesome social media advice.So how exactly does one go about it?...


Via Jeff Domansky
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Jeff Domansky's curator insight, October 2, 11:27 AM

Kevan Lee shares a simple guide to share old blog posts from your archives to get more clicks, traffic, and engagement long after publish.

Debra Pittam's curator insight, October 2, 9:17 PM

Great idea!

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Facebook's Plan To Own Your Phone

Facebook's Plan To Own Your Phone | Marketing et réseaux sociaux | Scoop.it
CEO Mark Zuckerberg's audacious bid to rewire the app economy--and make his social network more relevant than ever.

Via Marty Koenig
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AffiliateMarketHelp's curator insight, June 26, 12:31 AM

This article is definitely a must-read.......get busy!

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7 Tips for Starting a Content Marketing Strategy | Mashable

7 Tips for Starting a Content Marketing Strategy | Mashable | Marketing et réseaux sociaux | Scoop.it

They say that hindsight is always 20/20. That when we look back at where we came from we can see things we wish we would have known or done better. This couldn't be more accurate when I look back over the years at my content marketing efforts.But you're in luck! I've outlined seven of the most important ideas I wish I would have known when I was first starting out in content marketing years ago. I hope they help you get ahead of the game....


Via Jeff Domansky
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Jeff Domansky's curator insight, June 24, 1:41 AM
Here are seven important ideas for starting out in content marketing.
One Marketeer's curator insight, June 24, 11:46 AM

Evening! these are good tips for #Contentmarketing #strategy

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How Information Flows During Emergencies | MIT Technology Review

How Information Flows During Emergencies | MIT Technology Review | Marketing et réseaux sociaux | Scoop.it

Mining the mobile phone data from 10 million people over 4 years reveals the subtle changes that occur in the flow of information when disaster strikes, say network scientistsscientists.

 

...More interesting, however, is what happens next. It’s easy to imagine that the first thing the group of friends and relatives do next is contact other people to spread the news that a disaster has struck.

 

But instead, the next call they make tends to be straight back to the person involved in the emergency situation. This is completely different to the normal behaviour where the likelihood of returning a call is significantly lower. Indeed, a call made during a concert is less likely than usual to get a call back.

 

Liang and co conclude that the need for correspondence with eyewitnesses is more critical than the dissemination of situational awareness during emergencies.” In other words, the desire to want to find out more trumps the need to pass on what they already know. At least in emergency situations....


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Jeff Domansky's curator insight, January 19, 11:10 AM

Fascinating research worth studying by crisis managers.

Luis V. Morales-Escobar's curator insight, January 19, 1:54 PM

Este es buenejemplo de analisis de puntos criticos

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25 outils "exceptionnels" pour le marketing de contenu

25 outils "exceptionnels" pour le marketing de contenu | Marketing et réseaux sociaux | Scoop.it

Via Pascal Faucompré, BOUTELOUP Jean-Paul, Michel Onkur
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Storytelling makes the list again! 12 “it” careers in 2014

Storytelling makes the list again! 12 “it” careers in 2014 | Marketing et réseaux sociaux | Scoop.it
2013 has been quite a year for the startup community and social and technology-related businesses in particular. In just a few months, Twitter went public, Google Glass showed up ...

Via Karen Dietz
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Karen Dietz's curator insight, December 30, 2013 12:12 PM

Storytelling in various forms is ranking right near the top of hot careers for 2014. Yeah! This just goes to show storytelling's staying power. It definitely is not a fad or passing trend.


Besides storytelling, the jobs of 'content creator' is all about storytelling. As is 'director of content' and 'content manager'. It's hard to direct or manage content without quality storytelling skills. Otherwise, how do you know you are providing top notch content?


Bottom line: get more training in storytelling! You'll be glad you did :)


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

Linda Salna's curator insight, January 2, 8:56 AM

Storytellers have been popular since the beginning of time

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Where Should You Post That Thing You Want to Share?

Where Should You Post That Thing You Want to Share? | Marketing et réseaux sociaux | Scoop.it

kleznev:
“ Where Should You Post That Thing You Want to Share?


Via Deanna Dahlsad, Marty Koenig
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Clive Oakley's curator insight, November 15, 2013 11:33 AM

I am obviously doing this wrong, posting on LinkedIn, which is not on this fantastic guide. I am not sure I would like to share "a pervy drawing", especially on "deviantart"!

The Newsroom 3.0's curator insight, November 21, 2013 8:06 AM

An enjoyable post!!

hrmanager-UAE's curator insight, March 28, 10:08 AM
Where Should You Post That Thing You Want to Share?
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The Basics of Crowdfunding

The Basics of Crowdfunding | Marketing et réseaux sociaux | Scoop.it
Small investments from a lot of people can equal a lot of money.

Via Marty Koenig
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Richard Platt's curator insight, November 17, 2013 6:50 AM

Crowdfunding 101, have a read

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Les 10 commandements du commerce omnicanal

Les 10 commandements du commerce omnicanal | Marketing et réseaux sociaux | Scoop.it
Voici une liste de 10 actions prioritaires pour avoir un commerce omnicanal : du store locator au compte twitter en passant par les avis consommateurs.

Via Bruno Sanlaville
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Infographie : Ce que révèle votre logo à propos de votre marque

Infographie : Ce que révèle votre logo à propos de votre marque | Marketing et réseaux sociaux | Scoop.it
Que ce soit sur la couleur ou la typographie, votre logo en dit beaucoup plus que vous ne le croyez sur votre marque. La preuve en images.

Via Raphaël Beaupied
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Infographie : Baromètre du marketing mobile : résultats du deuxième trimestre 2013

Infographie : Baromètre du marketing mobile : résultats du deuxième trimestre 2013 | Marketing et réseaux sociaux | Scoop.it
Dans l'infographie proposée ci-dessous, par la Mobile Marketing Association, est présenté, chiffres à l'appui, le baromètre du deuxième trimestre 2013.
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12 Experts Share Top Curation Tips

12 Experts Share Top Curation Tips | Marketing et réseaux sociaux | Scoop.it

Curation is sometimes confusing.

 

Everyone has a different definition and it's used in many different ways as part of content and marketing strategies.

 

I asked 10 of my favorite curation experts for their best tips, tools, their favorite curator and suggestions on innovative uses of curation.

 

Each is a curator on Scoop.it, my favorite curation tool and channel. New and experienced curators are really going to learn from their advice.


Via Jeff Domansky
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KC Beck's curator insight, October 3, 2013 12:21 PM

Curation is key. There truly is a science to curation. Perhaps it is worthwhile to read these steps to ensure you are doing it well.

Phil Lauterjung's curator insight, October 3, 2013 1:55 PM

add your insight...

 
TheSoulfulEMU's curator insight, October 4, 2013 1:17 AM

"Its that Simple!!!"

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Why Retailers Should Worry About The Trillion $$$ Effects Of Retail Technology On Human Behavior -- And Vice Versa

Why Retailers Should Worry About The Trillion $$$ Effects Of Retail Technology On Human Behavior -- And Vice Versa | Marketing et réseaux sociaux | Scoop.it
What Retailers Need To Do To Exploit the Future of Retail -- online and off...As keen observers of retail competition and its solutions, we're always watching the latest trends in retail. Henrik Persson of The Copenhagen Institute for Futures Studies (in their publication, SCENARIO) wrote about 6 more retail trends that will change retail forever, addressing how people have changed their habits as result of technology -- and how technology must adapt to meet the changing habits of the consumer. (Not to mention the need for technology development behind the scene -- for pricing and assortment intelligence, for example). On the surface, this is a complex process involving several interacting retail trends such as deleverage and thrift in the face of lower economic growth, gradual demographic change; and changing consumer behavior and expectations combined with new technology and social innovations.The saturated and matured retail market is ripe for some radical nonlinear shifts, writes Persson. "Incorporating these changes in both online and store retail… the consequences are as huge as transforming the (US)$500 Billion Online World Into (US)$8 to $10 Trillion global retail market." Here's why the demand for online purchasing opportunities is increasing as people and their circumstances change to meet technology (and as technology changes to meet them):...
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Jeff Domansky's curator insight, September 22, 2013 12:27 PM

What Retailers Need To Do To Exploit the Future of Retail -- online and off...

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6 Killer Stats to Sell Your Boss on Optimization - Business 2 Community

6 Killer Stats to Sell Your Boss on Optimization - Business 2 Community | Marketing et réseaux sociaux | Scoop.it
Business 2 Community
6 Killer Stats to Sell Your Boss on Optimization
Business 2 Community
First, you've got to make your case. We've compiled 6 stats to help sell your manager (or any other naysayer) on optimization.

Via Os Ishmael
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malek's curator insight, August 24, 9:28 AM

Show me the money

You need to prove to your boss how much money he/she can make A list of 6 stats to make your case

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The Biggest Facebook Publishers of May 2014 | The Whip

The Biggest Facebook Publishers of May 2014 | The Whip | Marketing et réseaux sociaux | Scoop.it

The big surprise this month is at the very top of the table. For the first time since November 2013, the Huffington Post are back on top of the Facebook charts.

 

The Huff Po achieved their highest number of total interactions in a long time, breaking the 30m total interactions mark.

 

Their most popular stories last month included a piece on gluten free diets ( 480,000+ interactions), a piece titled ‘This Woman Wants To Change How All Of Us See Our Bodies‘ (455,000+ interactions), and a blog on parenting (430,000 interactions).

 

Interestingly, much of the Huffington Post’s most popular pieces seem to be long form opinion pieces. They do have very popular viral videos too, but for the most part, interesting blogs with socially optimised headlines seem to be the big successes....


Via Jeff Domansky
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Jeff Domansky's curator insight, June 24, 11:20 PM

Detailed breakdown of the interactions that the top 25 Facebook publishers received in May.

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Google renforce son activité Shopping

Google renforce son activité Shopping | Marketing et réseaux sociaux | Scoop.it
Avec le rachat de la start-up londonienne Rangespan, Google entend bien affûter ses armes dans la bataille qui l'oppose à Amazon pour le référencement et la vente en ligne.
soulemane elias's insight:

Google en constante évolution :)

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Infographie | Le top 100 du rayonnement numérique des marques

Infographie | Le top 100 du rayonnement numérique des marques | Marketing et réseaux sociaux | Scoop.it
Orange est la marque dont la stratégie digitale apparaît la plus probante, suivie par SFR et la SNCF, selon une étude menée par La Factory NPA.
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7 principes fiables à observer avant de créer son entreprise : 1/2

7 principes fiables à observer avant de créer son entreprise : 1/2 | Marketing et réseaux sociaux | Scoop.it

La naissance d'une entreprise est souvent sujette à beaucoup de préoccupations. Comment vas-t-on la financer ? Dois-t-on recruter immédiatement du personnel ? Doit-on avoir un business plan ?


Via Cathy Adam, Atisy Joëlle, Michel Onkur
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Influencia - Etudes - Qui sont les Twittos actifs ?

Influencia - Etudes - Qui sont les Twittos actifs ? | Marketing et réseaux sociaux | Scoop.it

Quels sont ceux qui font Twitter ? Quels sont leurs intérêts et comment se comportent-ils sur le réseau social ?


Via Bruno Sanlaville
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"LinkedIn is 277% more effective at lead generation than Facebook or Twitter" (source: HubSpot)
No Kindle Needed. Just released: MARKET YOURSELF ON LINKEDIN: How To Use the GroupSync Method to Mak...

MARKET YOURSELF ON LINKEDIN: How To Use LinkedIn Marketing and the GroupSync Method to Make Your Consulting & Coaching Clients BEG You To Help Them - 7 Simple Steps by Marty Koenig.


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Marty Koenig's comment, November 11, 2013 10:30 PM
Oh, and one of the parts of GroupSync uses scoop.it!
Lori Wilk's curator insight, February 4, 11:32 AM

If business people do not pay attention to and learn how to market themselves using LinkedIn, they're missing the boat- and this boat is the mega Yacht, not a rowboat. Tips to improve my Linked In results are  appreciated, so thanks for writing this book, Marty. You should be a guest on my talk show Successipes soon since you've got some great recipes for entrepreneurial success using LinkedIn..

Nacho Vega's curator insight, May 7, 6:55 PM

Getting profitable #business leads from #LinkedIn is easy if you use the 7 simple steps in this #book

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Top 10 des fonctionnalités sur une page produit - Etude Testapic

Top 10 des fonctionnalités sur une page produit - Etude Testapic | Marketing et réseaux sociaux | Scoop.it

Sur un site e-commerce, c’est notamment sur une fiche produit que se décide l’acte d’achat. Cette page importante va souvent permettre de convertir (ou non) l’internaute et l’inciter à cliquer sur le bouton d’ajout au panier. Quelles informations sont donc indispensables, pertinentes ou au contraire inutiles pour les utilisateurs qui achètent un produit sur un site e-commerce ? C’est la question que se sont posés les spécialistes UX de l’équipe Testapic afin de mieux appréhender les besoins et les usages des internautes.


Via Bruno Sanlaville
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27 B2B Content Marketing Tactics [Research] - Heidi Cohen

27 B2B Content Marketing Tactics [Research] - Heidi Cohen | Marketing et réseaux sociaux | Scoop.it

Do you keep using the same B2B content marketing tactics? Here are 27 tactics to spice up your content marketing offering with actionable marketing tips.


Via Jeff Domansky
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Le Marketing de l'Interruption : quel avenir dans le Web ?

Le Marketing de l'Interruption : quel avenir dans le Web ? | Marketing et réseaux sociaux | Scoop.it
Le Marketing de l'Interruption pousse des publicités à tous moments, sur tous supports médias sans se soucier des besoins de la cible. Aucune empathie.

Via Raphaël Beaupied
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Infographie : Les marques et secteurs les plus innovants selon Ifop Trends

Infographie : Les marques et secteurs les plus innovants selon Ifop Trends | Marketing et réseaux sociaux | Scoop.it
Selon la 3e édition du classement Ifop Trends, en exclusivité pour e-marketing, McDonald's est la marque qui a offert le plus de services inspirants en 2012-2013.
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Facts Are 20X Stickier With A Story

Facts Are 20X Stickier With A Story | Marketing et réseaux sociaux | Scoop.it
If I told you that a fact, wrapped in an emotional story, is 20-times more memorable, would you believe it?
I didn’t at first.

Via Karen Dietz
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Karen Dietz's curator insight, October 2, 2013 7:17 AM
HERE'S THE NEW LINK: http://www.scoop.it/t/just-story-it/p/4008579441/facts-are-20x-stickier-with-a-story The story author Michael Harris uses in this article proves his point so elegantly he hardly needed to write much more. But he did and this post is a terrific statement about how stories trump data and information every time.And the article makes another subtler point about those times when we do need to share data: wrap it in a story to make it stick. It makes all the difference in the world. This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
Alessandro Rea's curator insight, October 2, 2013 3:13 PM

The story author Michael Harris uses in this article proves his point so elegantly he hardly needed to write much more. But he did and this post is a terrific statement about how stories trump data and information every time.

 

And the article makes another subtler point about those times when we do need to share data: wrap it in a story to make it stick. It makes all the difference in the world. 

Nadia Christian's curator insight, October 2, 2013 6:49 PM

I know I can still recall some good sales pitch using this technique.