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Public Relations & Social Media Insight
PR insight, social media & thought leadership - from The PR Coach http://www.theprcoach.com
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The 5 Things Every (Great) Marketing Story Needs

The 5 Things Every (Great) Marketing Story Needs | Public Relations & Social Media Insight | Scoop.it

Here on Copyblogger, you've seen us talk many times about how to tell a terrific marketing story. Why? Because stories are fundamental to how we communicate...Stories are memorable and shareable — and those are two of the most important aspects of the very best content.


So we can all agree that stories matter … but how do you tell them  What, specifically, makes for a good marketing story?


Today I want to share five critical components with you, and talk about how they fit into your marketing and your business. We’ll start, as every good story does, with the hero …

Jeff Domansky's insight:

Five really good tips for better storytelling.

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CEO of SAP recruits a Chief Storyteller- why? | Insight Demand Ltd.

So what happens if you don’t wrap up your facts in emotion to form a story? Well, if your salespeople don’t introduce the main buying themes with a quick 2-minute story, won’t your salespeople sound like they are reading straight from a product manual? Without a story to give your product context, aren’t your customers left to try to figure out why it makes sense for them to buy, or even worse, why they should care?


And if your salespeople are selling how your product can improve results by 20%, don’t they end up sounding like every other software vendor? Won’t the prospect discount 90% of those claims?But what would happen if they instead shared a story about a similar customer. And this story highlighted in detail the limitations of their current system? Wouldn’t the prospect suddenly see how their system could potentially be improved? Would prospects then be more willing to hear about your solution, because your salesperson first sold the problem? Don’t you agree that you’ve got to open the gap before you can close it?


So ask yourself if your salespeople shared just one story per meeting, and did everything else the same, would customers relate more to what they’re selling?

Jeff Domansky's insight:

When the world’s largest business software company hires a Chief Storyteller, its news, because it’s a first for the industry.

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Telling Stories Through Content: How 7 Brands Do It With Style

Telling Stories Through Content: How 7 Brands Do It With Style | Public Relations & Social Media Insight | Scoop.it

Businesses are getting better at telling stories through content - either video or text -- and that helps with branding. View these examples to get started.


Brands. Stories. Profits.


Story telling is powerful. Stories help with branding, i.e., making an impression that stands out and sticks in our minds.And businesses are getting better at telling stories through content – whether through video or in text form.


Stories that follow a brand’s theme can be told over and over.Let’s look at some of the best stories in the business and unravel how some brands do storytelling in style...

Jeff Domansky's insight:

These brands show how business storytelling can work.

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Marilyn Lim S S's curator insight, September 14, 2013 9:50 PM

what is your story?

Bad Spoon's curator insight, September 18, 2013 6:43 AM

D'excellents exemples de storytelling de qualité

Jolynn Oblak's curator insight, June 26, 8:23 PM

At a very basic level marketing is about storytelling.......Master this and you are golden.

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Five transmedia projects - autumn 2013

Five transmedia projects - autumn 2013 | Public Relations & Social Media Insight | Scoop.it

...These are exciting times. New transmedia projects are cropping up left and right and the debate over ”what the definition of transmedia is?” seems to have taken a bit of a step back. All in all it feels like we’re slowly – or perhaps rapidly; these are things that can better be assessed in hindsight – moving towards a media and content world where there is no need to talk about transmedia, as every project is as transmedia as it needs to be to fulfil any potential that project might have....

Jeff Domansky's insight:

Great overview of Transmedia storytelling and recommended reading.Tthe examples the author highlights are really useful for newcomers to Transmedia storytelling.

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Hi: Narrative mapping the world

Hi: Narrative mapping the world | Public Relations & Social Media Insight | Scoop.it

"Hi is a website that lets you attach a snippet of text and a photograph to a location. We call that a moment. Moments are grouped by location. You can then choose to return to that moment later and extend it — write 100 or 10,000 words about it. That collection — moments tied to location, some short, some extended — is a narrative mapping."

 


Via Marie-Sophie
Jeff Domansky's insight:

This is a really interesting social media tool and well worth exploring for all kinds of possibilities. What also really got my attention was how incredibly beautiful and effective the design and layout of Medium is. For storytelling and longer form journalism it's superb. 

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Medium: One year of publishing 'things that matter' | Media news | Journalism.co.uk

Medium: One year of publishing 'things that matter' | Media news | Journalism.co.uk | Public Relations & Social Media Insight | Scoop.it

Since launching in private beta last year, Medium has been building up its platform, which aims to offer a simple but 'beautiful' reading and writing experienceIt was one year ago this week when the online publishing world was abuzz with the news that two of Twitter's founders had launched a new platform called Medium, in private beta.In the early days only a select group of people were allowed behind the scenes to contribute content to Medium.


Some details on the platform were made public via an announcement post from Ev Williams, in which he described Medium as "a new place on the Internet where people share ideas and stories that are longer than 140 characters and not just for friends".In the past year the group of people invited to write has grown, and we are told it "should be a short wait from now" when the platform will be available for all to use.


The main aim of Medium is to be "the best place to read and write about things that matter", and this emphasis on both the writing and reading experience has been reflected in its approach over the past 12 months....

Jeff Domansky's insight:

Medium grows larger in influence. Medium continues to impress with the quality of its design and, most important, the quality of its writing. It's a great resource for those hungry for quality ideas, well written. Wonder what will happen when it goes public and they try to monetize it? I hope they keep makes it work beautifully now.

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7 Reasons to Tell Your Brand's Story

7 Reasons to Tell Your Brand's Story | Public Relations & Social Media Insight | Scoop.it

We talk a lot about the importance of storytelling when it comes to your small business or nonprofit blog or website, and even how you use social media. We’ve moved away from merely spitting out messages, particularly hard sales or marketing messages, and are now emphasizing the need to tell your story.


Your story as a brand, your story as an owner or manager, and the stories of your employees, customers, and clients. Telling your story isn’t just a matter of having something to talk about. There are actually a number of reasons why it makes good sense, and why you should take the time to rethink your online strategy, and begin telling your story...

Jeff Domansky's insight:

I'm not sure most businesses have moved away from marketers stuffing their content with marketing nonsense but that's definitely where you need to go through better storytelling.

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Shorthand: New journalism and storytelling tool

Shorthand: New journalism and storytelling tool | Public Relations & Social Media Insight | Scoop.it

Create Epic Stories with Shorthand...


New storytelling tool for journalists, writers and creative people looks very promising. It's in beta and is definitely worth exploring. 

Jeff Domansky's insight:

I'll update once I've had the chance to try Shorthand out.

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Brand Storytelling | Social Media Today

Brand Storytelling | Social Media Today | Public Relations & Social Media Insight | Scoop.it

Why does interruptive marketing and selling make our blood boil? If you answered “Because it wastes our time,” you’d be wrong. While that is definitely true, it’s not what makes us angry, because wasting time isn’t something that intrinsically upsets us. I’ll be the first to admit that at times I get lost down black holes filled with listicles, cat-befriending-dog stories (read without a tissue at your own risk) and “what we should call me” GIFs, and the only redeeming quality of that content is that it makes me happy.


Telemarketers and the like drive us crazy because of one thing: their agenda.


There is no story. They just want our money, and that’s not something we are generally eager to part with in exchange for what we didn’t go looking for in the first place (we’ll happily part with it if we’re just “browsing” in the aisles of Target). Inherently, we don’t want to be “sold.” We feel we’re being tricked. That’s why we avoid the people with clipboards standing in the street and the kiosk people who stare us down in the mall....

Jeff Domansky's insight:

It's time to replace your interruptive marketing and advertising with storytelling.

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Samuel Pustea's comment, July 30, 2013 7:26 AM
I liked the description. It says both sides of the story since I sometimes feel the same way. This is where we can learn to make our work more "personified". - Samuel from internetdreams.com
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Free Technology for Teachers: 5 Ways Students Can Create Audio Slideshows

Free Technology for Teachers: 5 Ways Students Can Create Audio Slideshows | Public Relations & Social Media Insight | Scoop.it

Somewhere between a PowerPoint presentation and a full-fledged video is the audio slideshow. Creating audio slideshows can be a good way to add meaning to slides that otherwise might not mean much without a presenter. Here are some ways that students can create audio slideshows....

Jeff Domansky's insight:

Five excellent content creation tools that are not just for students from Richard Byrne's excellent website "Free Technology for Teachers." So much of what Richard shares is easily utilized by writers, marketers, PR and content marketing Pros. Highly recommended resource.

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Dhiraj Das's comment, July 24, 2013 6:09 AM
Nice informative article
Jenifer Rettler's curator insight, July 25, 2013 4:21 PM

Learn how to create audio slideshows with 5 different free technologies.

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NY Times’ Abramson: ‘Long-form narrative is not only alive but dancing to new music’ | Poynter.

Forget the digital doomsayers, said Jill Abramson. “Long-form narrative is not only alive but dancing to new music.”Other prominent journalists echoed The New York Times managing editor’s optimism about thriving in a Twitter age at Boston University’s annual narrative journalism conference last weekend.Abramson said devices like tablets and iPads give long-form narrative new ways to reach new audiences.


She said her paper focuses on integrated storytelling in series like “A Year At War,” with multimedia “freshening” the story by letting readers “see, feel and almost taste” soldiers’ and families’ experiences.She added that new tools can’t trump journalism basics. Wary of “narrow specialists,” she worries that journalism schools’ new technology training may detract from traditional shoe leather reporting values....

Jeff Domansky's insight:

Storytelling still matters in journalism, especially in longform ...

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Tell the Customer's Story, Not Your Story

Tell the Customer's Story, Not Your Story | Public Relations & Social Media Insight | Scoop.it

Why are you wasting everyone's time telling your company's story?...


This "look at us! we're so smart!" style of marketing has become woefully common in the post-Facebook era. People--particularly young people, I note--seem convinced that business communication consists of telling people about YOU.But in business, it's never about you. It's always about the customer....

Jeff Domansky's insight:

Great advice for business storytelling: "it's always about the customer."

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Insight Narrator's curator insight, July 18, 2013 3:08 AM

This resonates completely.  Why are so many companies are obsessed with themselves, and not their customers and clients when shining the spotlight on othersis the best way to build great relationships!?

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How Telling a Good Story is Key to Your Company’s Success | Bikini Marketing

How Telling a Good Story is Key to Your Company’s Success | Bikini Marketing | Public Relations & Social Media Insight | Scoop.it

If you ask an expert marketer how to engage an audience, most will say, “Tell a story.” But a story about what? Superheroes? Overcoming adversity? Rags-to-riches? Improving the world? And how does your company fit into the story? Is it the protagonist? The trusty sidekick?


The best stories are simple. They connect with the audience. They engage them. Make them laugh, possibly make them cry. Inspire them.But stories about big equipment? Or plastics? Spare parts? How on earth do you make that story interesting? Keep it simple. A lot of times people don’t like stories not because they’re boring, but because they’re complicated. Even the most complex topics have a simple foundation....

Jeff Domansky's insight:

Storytelling and the KISS principle. Keep it simple.

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50 Brands With Amazing Brand Stories: 20-11

50 Brands With Amazing Brand Stories: 20-11 | Public Relations & Social Media Insight | Scoop.it

Welcome back to the countdown of 50 Brands With Amazing Brand Stories. I’ve shared some of my favourite stories so far, but now it gets down to the nitty-gritty as we delve into the top 20.Today we continue the countdown by looking at 20-11, but should you wish to see the previous editions, do so here: 30 – 21 l 40 – 31 l 50 – 41

Jeff Domansky's insight:

Good brand stories, good reading...

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Digital Storytelling | Social Media Today

Digital Storytelling | Social Media Today | Public Relations & Social Media Insight | Scoop.it

It begins with listening. Understanding what your audience is interested in and how they want to interact with your brand....


My philosophy is simple. The traditional channels for storytelling may have changed and are certain to change more, but what remains constant is the power of listening, of earning your way into a conversation, and respect for your audience. This is the foundation for a new communications contract between businesses and stakeholders that’s based on genuine engagement....

Jeff Domansky's insight:

So what kind of structure works and what is the right dynamic to achieve success with your digital storytelling? 

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Corporate Storytelling Lessons from Kevin Spacey

Corporate Storytelling Lessons from Kevin Spacey | Public Relations & Social Media Insight | Scoop.it

Kevin Spacey's comments about the Netflix release of "House of Cards" contains a road map for brand storytelling worthy of global enterprise brands.


...In the video, Spacey himself speaks to the potential benefits of this innovative distribution strategy, proclaiming, “Give them [the audience] what they want, when the want it, in the form they want it in…”


The success of House of Cards (as well as that of the latest Netflix series to be released en-masse, Orange is the New Black) proves that this distribution model can work. But how might it apply to content marketing, which operates in vastly different ways than the business of television? And, more specifically, how might a nontraditional release schedule like this impact corporate storytelling?


Here are some key insights, derived directly from the words of Kevin Spacey, that all content marketers need to take to heart...

Jeff Domansky's insight:

Interesting way to tackle the concept of content marketing. the focus on corporate storytelling is useful for business marketers.

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A Short Story About Long-Form Content

A Short Story About Long-Form Content | Public Relations & Social Media Insight | Scoop.it

Brands must learn to master the art of short-form storytelling.  Technology today enables it; and consumer attention spans or lack thereof, demand it. Whether if be a 15 second video, a photo or 140 characters, there is no doubt that brands must learn how to tell their story quickly and efficiently, and for good reason.


There is a content and media surplus; and there is an attention deficit in the minds of consumers. These two factors alone make it extremely difficult trying to reach consumers.


But with all they hype about short-form storytelling, too many brands often forget about the longer brand narrative and they are making a big mistake by doing so. Even with the rise in social media usage, consumers are still using Google; and they are still using it a lot. It’s the home page for millions of people globally and the gateway into learning and discovering new things....

Jeff Domansky's insight:

Short storytelling works well but sometimes it's smart to go long.

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Experimenting with Extended Storytelling | Geoff Livingston's Blog

Experimenting with Extended Storytelling | Geoff Livingston's Blog | Public Relations & Social Media Insight | Scoop.it

Many entertainment brands have begun experimenting with transmedia, an academic term for extended storytelling across diverse social and traditional media forms. Since I am publishing a novel this year, I decided to experiment a little with transmedia.


From the extended Star Wars Universe to the X Factor, Hollywood is mixing in extended online media to build comprehensive experiences. Perhaps even more innovative are new projects like the City of Conspiracy in London, which combines rap music, a novel, events, photos and of course, web postings.

Here are some of the ways I am experimenting...

Jeff Domansky's insight:

Geoff Livingston explores extended storytelling and Transmedia...

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IOANNIS APOSTOLOU's curator insight, August 19, 2013 11:28 PM

One excellent way to use the social media in order to promote not only a book but also your thoughts!

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Keeping audiences engaged with effective storytelling | Kapost Content Marketeer

Keeping audiences engaged with effective storytelling | Kapost Content Marketeer | Public Relations & Social Media Insight | Scoop.it

Using storytelling to sell a product, brand or service isn’t in any way a new concept. The developing technology around us however, has given us new ways in which to engage and interact with our audience. Content marketing has become increasingly important as brands realize that in order to speak to their customers they need to invest in content that matters. The more brands have begun to focus on quality content, the more it becomes clear that storytelling is a key component to the content marketing process.


You wouldn’t (willingly) sit through a terrible film, or keep reading a book that you thought had a terrible plot, so why should people read your content if it doesn’t have a good story behind it?...

Jeff Domansky's insight:

The more brands focus on quality content, the more storytelling is can make a difference to the success of your content marketing programs.

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Barbie's 16 rules of journalism » Steve Ladurantaye

Barbie's 16 rules of journalism » Steve Ladurantaye | Public Relations & Social Media Insight | Scoop.it

When Barbie's nemesis Kim gets a job as a reporter, nothing is what it seems.Young journalists today think they have it rough, but they’d probably feel differently if they knew about Kim.Picture this: It’s 1992. Kim has been working as a secretary at The National Scoop since 1986, and she thinks she’s ready to “upgrade her career” and become a reporter. But when she asks, her jerk editor assigns her to a suicide mission. It’s a crafty and timeless move by the editor – give the secretary an impossible story, then blame it on her when she comes up short.


The story? Get the scoop on Barbie. Dozens have tried, dozens of failed. Kim will be no different in her failure, but at least she tried. Here’s what today’s young reporters can learn from her desperate attempt to scoop her way to the top....

Jeff Domansky's insight:

Very creative storytelling by Steve Ladurantaye... 

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Don't Confuse Real-Time Marketing with

Don't Confuse Real-Time Marketing with | Public Relations & Social Media Insight | Scoop.it

Many brands jumped into the real-time marketing fray with the Royals’ latest addition to the family on Monday.

This effort wasn’t as effective as what took place during the Super Bowl blackout for a reason I’ll get into in a minute.

Still, I don’t think the Mashable headline, “Brands, Try, Fail to Capitalize on Royal Baby Hype” quite captures the situation. After all, the Oreo Cookie tweet triggered more than 800 retweets and more than 300 favorites, not exactly chopped liver (no charge Nabisco for the cookie filling idea).

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Innovative Storytelling, Engagement Reflect Trends in Newsrooms

Innovative Storytelling, Engagement Reflect Trends in Newsrooms | Public Relations & Social Media Insight | Scoop.it
Innovative storytelling, audience engagement, and financial flexibility are key ingredients for newspapers to cope with pressures from competitors, budget constraints, and the speed at which technology is changing."It came as no surprise when The New York Times took home a Pulitzer for 'Snow Fall' - the immersive multimedia package impressed journalists and web designers alike with its seamless integration of text, audio, videos, photos and interactive graphics."The comments in "Trends in Newsrooms 2013," the World Editors Forum's report on the state of the news industry, about the attention-grabbing content, underlined the importance of stories that jump out at readers....
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Free Technology for Teachers: 5 Services for Creating & Sharing Audio Recordings Online

Free Technology for Teachers: 5 Services for Creating & Sharing Audio Recordings Online | Public Relations & Social Media Insight | Scoop.it

Adding an audio message to your classroom blog or website can be a good way to help deliver important messages to your students and their parents. Posting an audio message, even if it covers the same content as a written message, can increase the chances that a visitor to your blog will take notice of something important.


Adding an audio message to your blog or website is not difficult to do. Here are five free services that you can use to add an audio message to your blog or website....

Jeff Domansky's insight:

Here are five terrific technologies that are not just for teachers and students. Social marketers, bloggers and PR pros will find these audio recording/sharing tools valuable.

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Jeff Domansky's curator insight, July 24, 2013 3:48 PM

Absolutely not just for teachers and students... ;-) 

Jenifer Rettler's curator insight, July 25, 2013 4:32 PM

Learn about 5 different free technologies which allow you to deliver audio messages to the followers of your blog or website.

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Red Bull Gives You a Business Strategy

Red Bull Gives You a Business Strategy | Public Relations & Social Media Insight | Scoop.it

... When most people think about the word story, they think about a narrative like “ Jack and Jill went up the hill.” Most of us have been taught that there are two basic kinds of story: fiction and nonfiction.


Metastory is actually a third kind of story. Metastory is story that is told through action. It is not a story that you say, it’s a story that you do. Every individual has one. And every company has one too.


The reason this is so important is that people are already innate storydoers themselves. They use the story of your brand or business to tell part of their own personal metastory. Put another way, people don’t buy products; they take actions that help advance their own personal metastory. As we grow up, all of us learn to manage our own metastory through our actions — the car we drive, the clothes we wear. All of these choices are components that we know people around us will use to piece our metastory together....

Jeff Domansky's insight:

In the summer of 1982, thirty-six-year-old Austrian toothpaste salesman Dietrich Mateschitz boarded a plane for a routine business trip to Thailand, leading to the formation of Red Bull. The rest is storydoing and marketing history.


The concept of "storydoing" as practiced by Red Bull and others is in contrast to storytelling. it's an important distinction for business, marketers and storytellers. Recommended reading.

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Lori Marie Cuene's curator insight, July 21, 2013 1:09 PM

A Metastory, an action story, a story through action- It's YOU and your story, as defined by the actions you live out...

Barry Gibson's curator insight, July 21, 2013 7:11 PM

Mateschitz is a genius!! Certainly another way to think, market and advertise...love it.

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Storination : Storination

Storination : Storination | Public Relations & Social Media Insight | Scoop.it
Why join storination?

To create in less than a minute a beautiful Storyboard with awesome content curated by you and others.
Storination lets you create online communities called a Nation, where people share social stories on the same topic. After opening your Nation, you organize your Storyboard, a virtual space where anybody can contribute by adding his own Storify story.


How to start a Nation ?

Connect with your twitter account and open your first Nation. A Nation is an online community on any kind of topic. It's a space where you and other people add into a storyboard social stories. Customize your Nation like a blog by uploading a logo, and a large cover. Now, you can publish a Storify story by collecting photos, video, tweets... or If you prefer, just import social stories directly from Storify to your Nation.

Jeff Domansky's insight:

I'm looking forward to exploring this tool which fits together nicely with Storify.

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Jeff Domansky's curator insight, July 1, 2013 12:09 PM

Storination is a new storytelling tool with tons of potential. Just starting to explore but it looks exciting for collaborative storytelling and community building around stories, themes or ideas. Hat tip to Giuseppe Mauriello for pointing it out.

Celebritize You's curator insight, July 1, 2013 2:52 PM

Create an amazing storyboard in just a few minutes.