Public Relations & Social Media Insight
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How to Tell Your Brand's Story: Four Questions You Must Answer

How to Tell Your Brand's Story: Four Questions You Must Answer | Public Relations & Social Media Insight | Scoop.it
Whatever happened to Cinderella's shoe? Who knows? It didn't go viral. Put another way: Story generation and the way we develop content has changed, and you must change with it.

Once upon a time, every brand and entrepreneur had a story to tell. The story line largely followed the same format. As in an elementary school English assignment, storytellers would introduce readers to the big five: characters, setting, plot, conflict, and resolution. Every story ended the same, too: "And they all lived happily ever after as leaders in the industry."

But frequently, the heart of the story—the meat that would resonate with consumers—was lost in the telling. Awareness might have been the key goal, but relevance and engagement with the target audience were often elusive. We just didn't dive that deep. And we couldn't. We were telling the story through 30-second broadcast spots or—when PR was employed—through earned media with word count restraints and editorial gatekeepers....
Via Gregg Morris
Jeff Domansky's insight:

Thoughtful look at storytelling in the social media age.

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Jeni Mawter's curator insight, December 18, 2012 10:38 PM

Storytelling for consumers.

Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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At Mylan, Epi-penance is transparent on actions, opaque on reasons - without bullshit

At Mylan, Epi-penance is transparent on actions, opaque on reasons - without bullshit | Public Relations & Social Media Insight | Scoop.it

Mylan and its CEO Heather Bresch are under fire. It raised the price of its EpiPen product — an essential protection for people with life threatening allergies — by a factor of five in the last eight years. Mylan’s statement defending itself clarifies what it’s doing — providing rebates — but evades the main issue of why it increased the price in the first place.


Here’s the dialogue between Mylan and the public, in a nutshell:


Public: Why is this thing so hellishly expensive?


Mylan: We’ll help you afford it with coupons and rebates.


Public: Why is this thing so hellishly expensive?


Mylan: We’re on your side. It’s the insurance regulations.


Public: Why is this thing so hellishly expensive???


RtMylan: We even give some away to schools!S


So Mylan’s position is that it won’t explain the massive price increase on a product where it has a monopoly on a generic medication product that millions of people could die without, a product that’s essentially unchanged from past years....

Jeff Domansky's insight:

Perceptions matter but Mylan's decision seems to be "profits first!" Sloppy messaging at the least.

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Examining the Real Cost of Donald Trump's Wall - Cool Infographics

Examining the Real Cost of Donald Trump's Wall - Cool Infographics | Public Relations & Social Media Insight | Scoop.it

Real Money has done the math and shared their findings in the infographic Examining the Real Cost of Donald Trump's Wall, designed by DesignBySoap. It appears that the actual cost of the wall would end up being 2-3 times more expensive than the publicly released estimate. Luckily, even many of his supporters do not believe he will build the wall. You can see the details of Trump's plan, as well as some statistics on how Americans feel about it in the infographic above.

Jeff Domansky's insight:

Yep, we'll build that wall and I've got a bridge to sell you.

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Jeff Domansky's curator insight, Today, 11:28 AM

Yep, we'll build that wall and I've got a bridge to sell you.

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The Right Wine in the Right Kind of Glass | Cool Infographics

The Right Wine in the Right Kind of Glass | Cool Infographics | Public Relations & Social Media Insight | Scoop.it
Just like how specific wines bring out the best flavors in certain foods, specific wine glasses bring out the best characteristics of each wine. The Right Wine in the Right Kind of Glass infographic from Wine Coolers starts off by showing us some general characteristic differences between red and white wine glasses, then shows us the correct wine glass to pair with each wine.
Jeff Domansky's insight:
Tasty Infographic!
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Jeff Domansky's curator insight, Today, 1:25 AM

Tasty Infographic!

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How Often Should You Post to Social Media? - Insights

How Often Should You Post to Social Media? - Insights | Public Relations & Social Media Insight | Scoop.it

Although many sources may claim to know the best day and time to post, a strategic social media strategy ultimately depends on your location, type of business, and type of audience.


For a B2B company like NewsCred, we choose to stop using social media to market to brands and instead choose to start communicating with people. 


To do so, brands need to know the right place and the right time to share, so NewsCred created a guide to help you along the way....

Jeff Domansky's insight:

A social media strategy ultimately depends on your location, type of business, and type of audience. Brands need to know the right place and time to share.

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Type No More: How Voice Search is Going to Impact the SEO Landscape

Type No More: How Voice Search is Going to Impact the SEO Landscape | Public Relations & Social Media Insight | Scoop.it

One such significant trend that might govern the future of SEO is:

Voice queries on mobile…

The chronically expanded use of smartphones and the arrival of personal assistants has led to their prominence.

Voice queries are like a two-way conversation and they aim to help the user complete tasks from their life in real-time, like booking tickets and making a purchase.

Rather than links, users want direct answers, when they perform a voice search. So, such queries are inherently different from the typical keyword search in the search box....

Jeff Domansky's insight:

Search by voice may transform search engine optimization.

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Props No More, Ikea's Catalog Models Have Become Delusional Fame Seekers

Props No More, Ikea's Catalog Models Have Become Delusional Fame Seekers | Public Relations & Social Media Insight | Scoop.it

The humans sprinkled throughout the Ikea catalog traditionally have been pure background material, a supporting cast to the furniture and other brand goods for sale. But no longer!


In this spot from DDB Brussels, they speak out, during the photo shoot for the new catalog, about their hopes and dreams, display their impressive thespian chops, and most of all, are thrilled to be poised on the cusp of what will surely be worldwide fame on the A-list level.

That end line nicely puts a bow on the whole video, which is in keeping with a lot of Ikea catalog marketing lately—jokey, self-aware and culturally smart, as seen most notably in the BookBook spot from BBH Singapore two years ago.
"The Ikea catalog is one of the most read books in the world. So it makes sense for the models to consider this their breakthrough moment. Their door opener to stardom," DDB says. "We listen in as they dream out loud of becoming household names in TV, modeling, acting and mentally preparing themselves for a life in the spotlight."...

Jeff Domansky's insight:

New IKEA TV spots are loads of fun.

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Wayfair sets a place for itself at the virtual reality table

Wayfair sets a place for itself at the virtual reality table | Public Relations & Social Media Insight | Scoop.it

Forget trying to design your deck, patio or porch with a drawing. Wayfair LLC is setting up outdoor furniture in another dimension.


The home furnishings retailer launched a virtual reality app to let consumers design an outdoor patio area. Wayfair debuted the app, Patio Playground, last week for consumers with the Oculus Rift 3-D gaming headset.In the app consumers can arrange patio furniture in a virtual setting, see how it looks from different angles and in various types of daylight. Wayfair has 85 products for consumers to place in the patio scene, and they can place up to 15 items in the setting at one time, says Mike Festa, head of Wayfair's research and development lab.


Consumers wearing an Oculus Rift headset can select a pre-configured patio, such as two chairs and a table with an umbrella, and then switch out the products, or they can build their patio layout from scratch, Festa says. ...

Jeff Domansky's insight:

Home furnishing e-retailer Wayfair debuts a virtual reality app for patio designs, aiming to perfect the experience before VR becomes mainstream.

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