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Social media, PR insight & thought leadership - from The PR Coach <a href="<a href="http://www.theprcoach.com" rel="nofollow">http://www.theprcoach.com</a>" rel="nofollow"><a href="http://www.theprcoach.com" rel="nofollow">http://www.theprcoach.com</a></a>
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Nine Creative Storytelling Tools | Get Ideas

Nine Creative Storytelling Tools | Get Ideas | Public Relations & Social Media Insight | Scoop.it
THE Journal, along with Adam Bellow, founder of eduTeacher, and Donna Criswell, instructional integration specialist, shares the details on creative storytelling apps--tools that can transform the traditional narrative to turn users into novelists,...

 

artists, and moviemakers. The list includes Storybird, Moegraph, ZooBurst, and Popplet...

 

[A list worth exploring for PR, bloggers, content pros ~ Jeff]

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For Brands, 2012 Is The Year Of The Story. So Who's Telling It Best?

For Brands, 2012 Is The Year Of The Story. So Who's Telling It Best? | Public Relations & Social Media Insight | Scoop.it
The power of stories has become a part of our cultural dialogue. From articles in Fast Company to The New York Times, and applied across different topics from sports to business to marketing, story is the genre of choice for 2012.

 

In fact, Direct Marketing News forecasted this to be “the year of the story,” and London-based agency BergHind Joseph identified it as a trend among the Global Fortune 500, even dubbing its 2012 Global Players study, “The Power of Storytelling.” We also find companies such as Nike, Google, Kimberly-Clark, and 3M, among others, using storytelling as a means of communication and leadership.

 

When it comes to brands and marketing, the application of story now needs to go beyond the traditional and ubiquitous tool of brand story; rather, it’s about engaging consumers in a brand’s stories and using the construct of stories and storytelling to create powerful connections. While the transition to digital media drove a focus toward content, today with ever more social tools and communication media, there’s a need for cohesive and meaningful connections in a marketing world that is now labeled “always on,” demanding more of brand communication. This is where story comes into play....

 

[Storytelling hits its stride as large organizations look for breakthrough opportunities to connect with customers or other key audiences ~ Jeff]

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Visual Storytelling Crucial to Marketing Success : Greenough

Visual Storytelling Crucial to Marketing Success : Greenough | Public Relations & Social Media Insight | Scoop.it

Via José Carlos, Sherri-Lee Woycik
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Thoughtful look at the need for visuals in storytelling.

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Update on Mark Staufer’s The Numinous Place – The Evolution of Storytelling

Update on Mark Staufer’s The Numinous Place – The Evolution of Storytelling | Public Relations & Social Media Insight | Scoop.it

Britta Reque-Dragicevic:  "‘The Numinous Place’ is the world’s first truly multidimensional work of fiction – technology and creativity merge harmoniously to create a uniquely experiential new medium" ...

 

[I enjoyed this look at Transmedia storytelling. It provided some valuable insight and reflections on innovation and technology in stories. ~ Jeff]


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Story: The Power Of Habits Revealed Through 4 Plants | Bay Business Help

I heard an interesting story that illustrates the power of habits…


“An elderly teacher took a walk through a forest with his pupil by his side. Suddenly he stopped, because he saw an opportunity to teach an important lesson.


He pointed to four plants that were nearby.


The first plant was just beginning to pop through the soil.


The second plant had rooted itself pretty well into the earth.


The third was further along. It was already a small shrub.


And the fourth plant had grown into a full-sized tree.

 

The teacher turned to his pupil and said, “Please go and pull up the first plant.”


The young pupil was excited to hear a command that actually encouraged destruction, so he eagerly pull up the first plant. It was such an easy task he only need to use his fingers.


The teacher gave another command, “Now go and pull up the second.”...

 

[Storytelling always intrigues first, then offers the promise of something interesting ~ Jeff]

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How Stories Make Customers Fall in Love | Inc

How Stories Make Customers Fall in Love | Inc | Public Relations & Social Media Insight | Scoop.it
Connecting with your customers' highest aspirations will turn them into evangelists for your brand. Here's how to do it.

 

It's a crowded marketplace out there. And you have a small advertising budget. How do you break through the clutter and capture customers' attention?

 

By telling them the right story. That's the word from Jonah Sachs, a brilliant marketer who helped create The Meatrix and The Story of Stuff, which between them have been viewed more than 65 million times online. He's put some of his teachings into his new book Winning the Story Wars.

 

Sachs says there's never been a better time to be a small company. "In the old broadcast model, you'd have to get access to expensive machines to get your message out, and there were gatekeepers," he says. "Now, there's a real chance to target the audience you want to reach and get evangelists to help you." The key, he says, is to target the right people with a message they'll want to pass along.

 

[Image credit: Shutterstock]


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Four Storytelling Genres of Brand Re-invention | Get Storied

Four Storytelling Genres of Brand Re-invention | Get Storied | Public Relations & Social Media Insight | Scoop.it

It seems everywhere you look established brands are in the midst of radical and ambitious re-inventions.

 

Beyond just new logos and taglines, brands are struggling to maintain relevance in the eyes of more sophisticated and savvy consumers. Brands often need to re-address the value proposition and create a more responsive and meaningful customer experience. Regardless of circumstances, a brand always has a story – a past, present, and future where its coming from and where its going. The key is to keep that story fresh without confusing or alienating your core audience. Our job as leaders and marketers is to tell a story that people can identify with, and locate themselves into.

 

It may be helpful to walk you through a few examples and teach you about four basic genres of brand re-invention that may guide the path forward....

 

[Good reminder of four storytelling genres:

- romance

- tragedy

- comedy

- irony

Go forth and tell stories ~ Jeff]

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10 Ways to Improve Storytelling | Digital Spark Marketing

10 Ways to Improve Storytelling | Digital Spark Marketing | Public Relations & Social Media Insight | Scoop.it

Facts are meaningless without a contextural story.  Don’t tell facts to influence, tell stories.  The more you improve storytelling, the more your influence … it is as simple as that.   

 

Stories make it easier for people to understand.  They are the best way, by far, to spread your ideas.

 

I have been writing, creating ideas, and telling stories for many years.  Here is a 10 step checklist to continually improve on this important skill....


Via José Carlos, Sherri-Lee Woycik
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Really great storytelling tips from Mike Schoultz.

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How to Create More Powerful Content Marketing Stories

How to Create More Powerful Content Marketing Stories | Public Relations & Social Media Insight | Scoop.it
These days, we hear a lot about the fact that content marketers need to be storytellers. Here are tips on how to create powerful content marketing stories.

 

These days, we hear a lot about the fact that content marketers need to be storytellers. That sounds great in theory, but what does it really mean in practice?

 

Stories have always been around, but they haven’t always been a big part of the marketer’s tool kit. As more of us are creating content, the importance of finding a way to stand out from the crowd increases exponentially. Telling a personal story is a great way to do this.

 

A story helps you explain what makes your brand, company, product, or service unique, and do so in a compelling way. Humans are wired to appreciate a good story. We have been telling them for thousands of years — as spoken words, acted out at campfires, drawn on cave walls, carved into stone, painted on canvas… you get the idea....

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Are You a Genius? | Byliner Spotlights

Are You a Genius? | Byliner Spotlights | Public Relations & Social Media Insight | Scoop.it
Malcolm Gladwell, Daniel H. Pink, David Sedaris and others search for highly-intelligent life in the universe.

 

The MacArthur Geniuses were announced this week, which got us wondering about genius. What is genius? Can it actually be measured? Is it even a real thing?

 

[This is genius writing, selected and shared by Byliner. If you've never tried Byliner, you're in for a treat. It's like having your own literary salon. Well worth the mostly-free subscription ~Jeff]

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The power of storytelling, the key to consumer engagement

The power of storytelling, the key to consumer engagement | Public Relations & Social Media Insight | Scoop.it
Brands that succeed draw the consumer with a compelling narrative: Gatorade's replay series was a first-class example...

 

The winning formula for consumer engagement is storytelling. It sounds simple, but we only need to look back through history to see the impact that stories have had on shaping our lives: how we live them, why we live them and what it means to be human.

 

Narratives as powerful as the Bible, to ancient myths and Shakespeare's prose, speak to the heart, teaching us how to relate to one another and guiding us into action. Let's not forget that stories are easier on the ear than detached advertising taglines. Studies of human psychology have found that if we are told something through narrative, we are more likely to relate to the message, absorbing it further and remaining engaged from start to finish.

 

For a brand to appeal to consumers and replicate this empowering engagement, its content must tell a story, one that draws us in, broadens our horizons and delivers added value to our lives....

 

[Nice ROI on content marketing ~ Jeff]

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Kristy Leong's comment, August 21, 2013 5:08 AM
@Janessa Bartsch, I totally agree with what you have said about this article. Engaging their consumers throughout the process I believe is a great idea to help promote their brand. Being able to create a story alongside with the brand and the consumer can be a powerful thing and bring in loyal customers. I think that a key point is the story behind they products and its brands. Social media is a great way for people to express how they feel about particular products. I think that the Gatorade reply campaign was a great way to see how men were able to enjoy physical exercise again.
Joly Yuan's comment, August 21, 2013 10:44 PM
Hi jiale I’m very agree with what you have said about this article. Social media is a great way for people to express how they feel about particular products. Most of brand they have an unforgettable brand background of company. Marketers always use those background makes a storytelling to attract customer attentions product. Therefore this is a good way to advertising product. For example Prada which is a very famous internationally brand. When the company want to promote new product then they will come with a truly storytelling. Once customers agree with their concept it means they are successful attract customer heart.
Jayden Cody Lamb's comment, August 22, 2013 1:46 AM
Referring to "Communicating with Consumers - Emotional Responses" and Janessa's insight, the article points out important parts in IMC which all relate to the consumer audience therefore with it being customer driven it is important for the success of the Brand. I agree with Janessa's points and opinion on the matter as the article establishes how well Gatorade developed their consumer appetite and brand awareness with a successful campaign driven towards football fans and this sports drink.
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How To Tell Better Stories: 10 Profound Lessons From The Future Of Storytelling Conference

How To Tell Better Stories: 10 Profound Lessons From The Future Of Storytelling Conference | Public Relations & Social Media Insight | Scoop.it

Walking off the ferry into Snug Harbor on Staten Island, there was a big motorcade of cars and police standing there. SIt was the first and most obvious clue that this first ever Future of StoryTelling Conference might not be the same as any other business conference. As the crowd filed into the auditorium, Al Gore was among them … just one of the many influential participants at this event put on by media pioneer Charlie Melcher. The earlier clue that every attendee received was an email outlining their “homework” before the event, which involved watching about 15 films from visionaries and influencers like Tim Kring, Damian Kulash, Jake Barton, Margaret Robinson and others.

 

The event itself features minimal speaking from stage, and more roundtable discussions with each influencer throughout the afternoon – a “flip” from the traditional conference model. The morning on stage featured Damian Kulash from Ok Go playing guitar accompaniment to two storytellers from The Moth, a nonprofit group dedicated to storytelling. The day is one of those that will feature more soundbites and smart thinking, but in an effort to share some of the more profound lessons I wrote down after watching the videos and listening to conversations, here’s my top ten list (so far)...

 

[Rohit Bhargava shares his storytelling conference notes ~ Jeff]

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Transmedia Storytelling – Transmedia Storyteller

Transmedia Storytelling – Transmedia Storyteller | Public Relations & Social Media Insight | Scoop.it

“Transmedia storytelling” is telling a story across multiple media and preferably, although it doesn’t always happen, with a degree of audience participation, interaction or collaboration.


In transmedia storytelling, engagement with each successive media heightens the audience’ understanding, enjoyment and affection for the story. To do this successfully, the embodiment of the story in each media needs to be satisfying in its own right while enjoyment from all the media should be greater than the sum of the parts....

 

[Interesting and useful overview of Transmedia Storytelling ~ Jeff]

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Telling stories in annual reports...stories take the main stage

Telling stories in annual reports...stories take the main stage | Public Relations & Social Media Insight | Scoop.it
This is a project I have enjoyed working on this past summer. This year, The Duke Endowment released their annual report using storytelling as the main communication initiative.

 

I worked with them to find and tell stories inside each of the grants they support, exposing the audience to true core of this initiative.

 

I love how they used an integrated communications approach on so many facets...

 

[Storytelling has impact when it's done right ~ Jeff]

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How will I know I have become a better storyteller? | Limor's Storytelling Agora

How will I know I have become a better storyteller? | Limor's Storytelling Agora | Public Relations & Social Media Insight | Scoop.it
At the beginning, G didn’t know what to say.

Via José Carlos, Sherri-Lee Woycik
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Wonderful quote from Limor Shiponi: "Still, this answer he gave me is very important. Try not to skip the intuitive, as vague as it might sound. For someone on a quest, that answer is his northern-star, his inner calling or however you choose to name it. Look up into the sky, look into your heart, look wherever you need to look and find the answer for “how will I know I have become a better storyteller?”"

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30 Compelling Examples of Visual Storytelling on the Web | Digital Telepathy

30 Compelling Examples of Visual Storytelling on the Web | Digital Telepathy | Public Relations & Social Media Insight | Scoop.it

Storytelling is a powerful approach that can, when done right, compel users to convert more effectively than what any amount of optimization, crazy visual callouts, or awesome interactive elements can do otherwise. Much like how we expect to see a moral at the end of a book, we expect to find a purpose at the end of a site with a storytelling experience. When the path to the “moral of the story” (or conversion point, to be more specific) is laid out clearly in front of our users’ eyes, the rest of the work lies simply in convincing them that the purpose is really worth grabbing on to… which is great since with storytelling, a user is normally in the mindset of learning more about what the story has to offer. So take a look at the examples below and experience how their visual storytelling compels you to continue scrolling down their pages!...

 

[30 very inspiring examples of storytelling online for bloggers, writers and content pros. Just dive in! ~ Jeff]

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Highlights from Poynter’s Eyetrack Tablet Conference | Poynter

Mario Garcia began Poynter’s Eyetrack Tablet Conference at the Medill School of Journalism – streaming live – with an optimistic vision of the future of the news “quartet.” The four dominant vehicles for storytelling – mobile, print, tablet…

 

– can work in tandem throughout a media consumer’s day. The key: keeping in mind what makes them distinct while maintaining a consistent brand.

 

What does that mean for tablets? Know the device’s capabilities and don’t mimic the newspaper experience when you design for the iPad. Avoid the “frustrated finger” that taps and taps to no avail. Garcia’s analogy: If you want to keep a child engaged at night with a bedtime story, read her a popup book. But a flat experience lacking in dynamism will put her straight to sleep....

.

[A good read and reminder to shape your newsgathering and storytelling to the device is likely to be read on ~ Jeff]


Via Rusty Cawley, APR
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Data-Driven Brand Storytelling | Credible Story

Data-Driven Brand Storytelling | Credible Story | Public Relations & Social Media Insight | Scoop.it
Credible stories are rooted in data, and your opinions add perspective. Develop more credible stories with these 6 steps for data-driven brand storytelling.

 

How much more compelling would your brand storytelling be if data were the focus of your content strategy?

 

In a recent article published here on CMI, Colleen Jones asked the question, “Can digital branded content ever be taken seriously — even as seriously as journalism?”

 

Without a doubt journalism has had a huge head start when it comes to creating stories that capture hearts and minds. Part of that success comes from using research data (polls, surveys and feedback) to understand what readers find valuable, particularly as it relates to the issues and problems they face.

 

Do content marketers have the same research opportunities? Of course they do. In fact, if more content marketers were to use publicly available data the way journalists do then branded content would offer new angles, insights, and more value to stories that affect people’s lives.

 

But the good news, as Colleen explains, is that, “Americans are quite open to brands being credible sources of web content.” One way for brands to increase content credibility is to introduce trustworthy third-party data as part of their stories. Credible stories are rooted in something that’s real, not just your ideas. So for example data, research and numbers can be the foundation of the story, while your ideas and opinions add perspective to the story....

 

[These content marketing and storytelling tips were valuable ~Jeff]

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How To Tell Stories That Transform Prospects Into Customers | The Daily Egg

How To Tell Stories That Transform Prospects Into Customers | The Daily Egg | Public Relations & Social Media Insight | Scoop.it
Story has the persuasive ability to transport and transform the listener. Learn to tell your story in a persuasive way.

 

[ Includes 3 ways to tell a story that transports and transforms:

#1 – Create a mental picture

#2 – Create tension or suspense

#3 – Offer a model.

~ Jeff]


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Why You Need to Tell Stories | Inc

Why You Need to Tell Stories | Inc | Public Relations & Social Media Insight | Scoop.it
Using stories to describe your product helps employees, customers, and press understand how it works in the real world, not in a presentation deck.

 

...Recently, we acquired an amazing social media marketing company called Roost. I had to tell my company about it at an all-hands meeting. I started to put together the presentation a few weeks before, and the bullets read:

- Post to Facebook, Twitter, and LinkedIn from one place
- Engage back with followers from one place
- Cultivate content by industry.

 

Boooorinnnnngggg. I bored myself with this one--as in almost hit my head falling asleep at my laptop.

 

Instead, I decided I needed to develop a story. This is the picture I painted in their heads, instead of bullets...

 

[Nice reminder. Why marketing and PR need storytelling ~ Jeff]

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The CSI Guide to Finding Your Next Killer Idea – A Guide for Bloggers

The CSI Guide to Finding Your Next Killer Idea – A Guide for Bloggers | Public Relations & Social Media Insight | Scoop.it

Pippa Davies shares a really useful guide to help you find blogging, storytelling and PR writing ideas. Her CSI-styled examples include:

- turn the evidence upside down

- ask what if?

- find the backstory

- zoom in on what's important

- build your evidence

- scout different locations

- comb the scene for new evidence

All in all, great tips and a fun read.

 

~ Jeff


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The Messy Business of Tacos by Jeffrey M. Pilcher - Guernica / A Magazine of Art & Politics

The Messy Business of Tacos by Jeffrey M. Pilcher - Guernica / A Magazine of Art & Politics | Public Relations & Social Media Insight | Scoop.it
Unwrapping the history of Mexico's real national snack uncovers classism, dynamite, and shifting definitions of culture.

 

[Jeffrey Pilcher shares the rich history of tacos and how they are woven into culture and history. Just a great read and storytelling at its best. ~ Jeff]

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How to Write a Good Case Study | BriteWeb

How to Write a Good Case Study | BriteWeb | Public Relations & Social Media Insight | Scoop.it
The dreaded Case Study. They're the business equivalent of a trip to the dentist, essential for your business' growth, but painful to do.

 

...Just because you’re writing a business document doesn’t mean that it can’t read like a good story. One of our favorite books around the office lately is Peter Guber’s Tell to Win. Throughout the book he talks about the importance of telling Purposeful Stories, which he describes as the best way to connect with your audience and inspire them to respond.

 

One of the key components of a Purposeful Story is structure. For thousands of years, popular fables, novels, plays and movies have followed a three-act format that you can use to make your Case Studies interesting and engaging...

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Meograph: Four-dimensional storytelling

Meograph: Four-dimensional storytelling | Public Relations & Social Media Insight | Scoop.it
Meograph helps you easily create, share, and playback beautiful stories in context of Where and When.

 

["Meograph helps easily create, watch, and share interactive stories. Our first product combines maps, timeline, links, and multimedia to tell stories in context of where and when.
Authoring is structured into a few simple prompts on an intuitive interface. Viewers get a new form of media that they can watch in two minutes or explore for an hour. Sharing is easy: the two most viral types of media are videos and infographics ... Meograph is both." 

 

Interesting storytelling, content tool worth exploring ~ Jeff]


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7 Basic Types of Stories: Which One Is Your Brand Telling? | AdWeek

7 Basic Types of Stories: Which One Is Your Brand Telling? | AdWeek | Public Relations & Social Media Insight | Scoop.it
Creatives explore humans' archetypal plots...

 

You think you're being all clever and original with your brand storytelling. In fact, you're not. From Shakespeare to Spielberg to Soderbergh, there are really only seven different types of stories, an Advertising Week panel hosted by TBWA suggested on Wednesday. The challenge becomes finding which one best suits your brand, and then telling it skillfully, believably and—if you're going to invite consumers to join in the story—extremely carefully.


TBWA's global creative president, Rob Schwartz, led the discussion, which was based around author Christopher Booker's contention, in his book Seven Basic Plots, that seven archetypal themes recur in every kind of storytelling. Booker looked at why humans are psychologically programmed to imagine stories this way. Schwartz and his two panelists, Droga5 executive creative director Ted Royer and novelist (and former agency creative) Kathy Hepinstall, focused on how the theory applies to brands—and how creatives can make use of it in developing persuasive stories for them.


Below are the seven basic plots—with examples from art and advertising of stories that fit each one....

 

[Good storytelling overview ! Jeff]

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