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Social media, PR insight & thought leadership - from The PR Coach
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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
Jeff Domansky's insight:

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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Time To Treat Your Customers Like Cavemen | Social Media Insider

Time To Treat Your Customers Like Cavemen | Social Media Insider | Public Relations & Social Media Insight | Scoop.it

Let’s party like it’s 100,000 BC.

 

Psychologically, there are many ways we haven’t changed much from that early man. The biggest failing of digital marketers is when we think of consumers as “digital consumers” instead of just “consumers.”

 

I love digital. It’s incredibly powerful. I’d put digital budget up against traditional budget any day of the week. But, the next time someone starts treating a digital consumer like a magical unicorn to be revered and treated special, here’s a little timeline to share...

 

[A little social media fun ~ Jeff]

 

Photo credit: pslynn66 via Flickr  http://www.flickr.com/photos/shainesfight/3759525247/

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Storytelling by Design | Karen Dietz

Storytelling by Design | Karen Dietz | Public Relations & Social Media Insight | Scoop.it
If you want a seamless guest experience your hotel needs to have a story Heres an example how to turn story ...

 

This is a quick yet very insightful article linking the interior design of a hotel, storytelling, and women's liberation.

 

"Whaaaaattttt??!!" you say. Yep. It's a perfect example of how a hotel got creative and leveraged storytelling in order to market themselves more effectively, and increase sales.

 

The post about a New York City hotel that originally opened as the Hotel Martha Washington. It was the first hotel in the country specially designed for women only. Based on the the building's history, the new owners of the hotel created a persona that typified women who stayed at the hotel.

 

From there they created interior designs that connected together its history, the contributions of 12 women to our world, their identified persona, and their marketing efforts. Brilliant!

 

I love how this company translated storytelling into the physical world through its interior designs. More companies need to be doing this for enhancing both employee and customer experiences/engagement.

 

For all the details, go read this article. Like a chocolate truffle, it's small but rich with a lasting impression!

 

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


[Very creative storytelling for business ROI ~ Jeff]


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The art of storytelling - Buschman Consultancy | Mario Buschman

The art of storytelling - Buschman Consultancy | Mario Buschman | Public Relations & Social Media Insight | Scoop.it
The power of a good company story is that it inspires, stimulates, connects, provides a context, gives focus and gets people taking action.

 

We all tell stories or listen to them. For example, when bringing the children to bed, or at parties or commemorations, in the theatre, when we sit around the campfire or at home on the settee, etc. It’s something universal and it’s a part of every culture. Apart from the fact that stories are fun, they also have a function. Aristoteles pointed out that stories enable people to share their own world with others. By sharing events and experiences with others, we imbue life with sense and meaning, which results in bonding taking place and a ‘collective memory’ being created. Add to this all faith-based stories, classic myths and fairy stories, and you have the foundations on which a culture is based.

 

The business world also has its own stories. For example about the founder of a business, the initial pioneering phase, when new employees start or when employees leave the company, when an important event occurs, as a means of expressing vision and strategy, etc. These stories all contribute to creating and maintaining a company’s culture and image. Because people’s idea of a company is the sum of the personal experiences and stories they hear or read. And these ‘company stories’ can be consciously created, as demonstrated by the following example....

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Brand Journalism: Thoughts and Insights from Communication Pros | Hypertext

Brand Journalism: Thoughts and Insights from Communication Pros | Hypertext | Public Relations & Social Media Insight | Scoop.it
As the brand journalism conversation continues to gain momentum, we are often asked about our approach to content. We stuck a camera in front of some of our friends who joined us for The Network’s anniversary gathering earlier this summer.

 

I was at Cisco’s one-year anniversary celebration of The Network back in June (note: Cisco is a Text100 client). In addition to mingling with Cisco folks and others in social media over a glass of wine, I had the opportunity to talk about brand journalism with them – what it is, where it’s headed and why it’s important. Cisco ran a full post about their brand journalism milestones over on their blog – but I specifically wanted to share with you the video that went along with it because it features some of the best and brightest in brand journalism. Check it out below – and visit Cisco’s blog for the full recap. Happy One-Year Anniversary, The Network!...

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How Do I Get People to Care About What I’m Doing? – Tell Bigger Stories

How Do I Get People to Care About What I’m Doing? – Tell Bigger Stories | Public Relations & Social Media Insight | Scoop.it

One of the tenets of the Human Business Way is that we must learn to tell bigger stories. What do I mean by that? What am I trying to solve by suggesting that to you as part of my thoughts on business design?

 

Think about you and your media consumption habits. I sent this out Monday in the early AM (in the US, that is). When did you get to it? How many posts did you read before and after this post? How often do you read something and just move on to the next piece without really taking a breath or two to consider what you learned and what you might apply from what you’re reading? How many times do you hit “bookmark for later” or similar and then take months and months to get to something?

 

Your reader is in the same boat as you. They’re rushing around the web looking for scraps of useful or entertaining (or if you’re lucky, both) content, and you’re just one stop on the menu. What are you going to do to be seen and heard in the fray?...

 

[Chris Brogan on big storytelling - JD]

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“Lies, Damned Lies and Statistics” Leave Room for Interpretative Storytelling

“Lies, Damned Lies and Statistics” Leave Room for Interpretative Storytelling | Public Relations & Social Media Insight | Scoop.it
The Art Of Storytelling In Business Communications And Public Relations...

 

I think Mark Twain would agree.

 

He’d be particularly amused by a report on the solar industry released earlier this week that triggered two stories on opposite ends of the spectrum.

 

In one corner, we give you the San Jose Mercury News and its bullish headline....

 

[Lou Hoffman finds contradictions in storytelling. JD]

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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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Storytelling and Content Strategy

Storytelling and Content Strategy | Public Relations & Social Media Insight | Scoop.it
How to use two basic plots to define your business’ content strategy, while keeping the customer as the hero of the story.

 

Ultimately, my goal here isn’t to get content specialists to stop worrying and learn to love spreadsheets. It’s to get you to step back and look at your content from a big-picture perspective. Sometimes that means looking at objective data sources like Google Analytics and Webmaster Tools. But sometimes, it means looking at more subjective tools. Like for instance, storyboards and plot outline diagrams.

 

[Good read and POV on content marketing ~ Jeff]


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How UK Wired Sifted Through 250+ Pitches for Storytelling Gold | Lou Hoffman

How UK Wired Sifted Through 250+ Pitches for Storytelling Gold | Lou Hoffman | Public Relations & Social Media Insight | Scoop.it

The Wired franchise has a gift for finding the fresh narrative in complexity.

 

Even under Condé Nast with a nod toward mainstream, the property remains true to the Alpha Geek.

 

When the UK Wired sent out the following ProfNet, I assumed they would get crushed with pitches....

 

Which got me thinking about the challenge of raking through so many pitches to identify the best stories.

 

This led me to David Baker, editor of The Wired World in 2013, who agreed to give us a glimpse behind the curtain....

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How to Help Your Customers Help You by Sharing Their Stories | Business 2 Community

How to Help Your Customers Help You by Sharing Their Stories | Business 2 Community | Public Relations & Social Media Insight | Scoop.it
Every company has customer stories that could be fabulous marketing tools; but not every company uses them effectively in its content marketing program.

 

The case study is the gold standard and something most marketers are familiar with. But customer stories can be just as much of a content gold mine.


Deana Goldasich, CEO of Well Planned Web, explained how during her Content Marketing World session, “Customer Stories: How to Unlock an Abundance of New Content.”


Imagine you’ve just run into your best customer and your best prospect. And you know your customer would have a great story to tell your prospect, who you know is a perfect fit for your product or service.


How could you get your customer to tell his or her story to the prospect?


Here’s how: Introduce them to each other, then shut up and get out of the way. That’s how you would do it in real life, and that’s how to do it with your online content marketing, as well....

 

[Great business storytelling advice ~ Jeff]

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The Facts and Figures about the Power of Visual Content - Infographic | Jeffbullas's Blog

The Facts and Figures about the Power of Visual Content - Infographic | Jeffbullas's Blog | Public Relations & Social Media Insight | Scoop.it
Visual content has been on a rapid upward trajectory over the last 12 months. Social media platforms such as Pinterest and Instagram have taken the social media world by storm. Instagram announced in July that it had acquired 80 million users.

 

To put some further perspective on its adoption and growth, the visual social media network is now being used by 40% of the worlds top 100 brands.


Compete.com recently released a report showing that Instagram was the fastest growing web property on the planet amongst the top 50 websites. The report stated that it had grown from 16 million to 22 million unique visitors in just one month, which is a growth rate of 38% in just 30 days!...

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5 Curation Apps and Examples With a Wow! Factor | Liz Wilson

5 Curation Apps and Examples With a Wow! Factor | Liz Wilson | Public Relations & Social Media Insight | Scoop.it

Inspiration for using curation in content marketing for anybody who hasn't begun yet or is just starting. 

 

[Liz Wilson shares five terrific curation tools worth exploring - JD]


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The Power of Storytelling | USAID Impact

The Power of Storytelling | USAID Impact | Public Relations & Social Media Insight | Scoop.it

The U.S. Agency for International Development (USAID) knows that powerful narratives can set the stage for positive action. From the general public to aid experts in the field, the stories and struggles in the developing play a big role in compelling the general public and aid experts to find solutions to global challenges. Telling these stories is not only an expression of our American values but demonstrates how working together to solve these challenges benefits all of us.


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