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Stories - an experience for your audience -
- Everyone - every company, organization has a story. Tell it, we all can learn and benefit from your story but be authentic, real
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Rescooped by Hans Heesterbeek from Storytelling, Social Media and beyond
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Your Story is Your Brand - Empower Employees and Customer Advocates to Carry the Message

Your Story is Your Brand - Empower Employees and Customer Advocates to Carry the Message | Stories - an experience for your audience - | Scoop.it

Via janlgordon
Hans Heesterbeek's insight:

we need marketing, we need the people customers, employees, freinds. We need relationships. Relationships are build on authenticithy are build on feelings, truth. Not build on hollow frases you have to put in energy in relationships and honesty. Meeting people one way or the other 

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janlgordon's comment, September 7, 2013 12:50 PM
Jean Schiller - You're preaching to the choir, companies have all the social intelligence tools and technology to accomplish this. They need to be informed - investing in marketing is the old way of doing business. Investing in people to communicate your message is the new way.
Russ Merz, Ph.D.'s comment, September 7, 2013 5:38 PM
Scalability only works with very standardized and repeatable product/services. If you are a customized job shop the scalability of direct SME interaction is limited and ultimately a money losing proposition, unless you bill for it. Think about legal or medical practices where every interaction is likely to be unique.
janlgordon's comment, September 9, 2013 11:10 AM
Hans Heesterbeek I absolutely agree with you, thank you for your comment.
Rescooped by Hans Heesterbeek from Just Story It Biz Storytelling
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Tell Your Personal Story & Build Your Brand

Shari Caudron of The Narrative Group shows how to use your personal story to define and promote your brand.

Via Karen Dietz
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Willinton Javier Ortiz's curator insight, March 9, 2013 11:38 AM

Para construir tu marca personal, cuenta tu historia.

Karen Dietz's comment, March 10, 2013 11:22 AM
Louisa, Marty and Willinton - I ams thrilled you found this so helpful! Many thanks for your comments. Story on :)
ozziegontang's curator insight, March 10, 2013 4:22 PM

Just read what Karen has shared.

Rescooped by Hans Heesterbeek from Just Story It Biz Storytelling
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The Drivers Of Brand Storytelling Strategy: Branding Strategy Insider

The Drivers Of Brand Storytelling Strategy: Branding Strategy Insider | Stories - an experience for your audience - | Scoop.it
Customers own the story of the brand now. What brands say is far less important than what brands actually do to serve the well being of the faithful. Whereas before, the brand conversation was based on delivery and interruption, successful...

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Karen Dietz's curator insight, January 10, 2013 11:28 AM

What a great article that goes a long way in de-mystefying brand storytelling!


I particularly like the emphasis on brand storytelling creating deep affinity if done right, that chemistry is part of the equation, and that it is a strategic imperative, not a promotional tactic. 


With these attitudes in mind, this brings brand storytelling out of the realm of mere transaction into an ongoing relationship between company and customer.


The authors Derrick Daye and Brad VanAuken then go on to talk about the drivers of brand storytelling: purpose, method, and opportunity.


I wish they had included company examples -- good, bad, or indifferent -- to illustrate their points. Nevertheless, their article does help us all know the steps we need to take to either create or further enhance our brand storytelling.


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

Rescooped by Hans Heesterbeek from Just Story It Biz Storytelling
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How to Create More Powerful Content Marketing Stories

How to Create More Powerful Content Marketing Stories | Stories - an experience for your audience - | 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.

 

I've curated this great video before from Chipotle, but it deserves another look. Not only did the company win awards and 7 million views for the video, they also took it a step further and told the story behind making the video. Good for them! Back stories are very powerful. Here's the link to the back story video: http://www.youtube.com/watch?v=AFlbGwAW7rw&feature=relmfu 

 

And I really like how the author Manya Chylinski talks about the functions stories serve, and how biz or branding stories can have many of these same functions, but with a twist. Your stories are more than entertainment -- they are your authentic voice. You share them to build loyalty, trust, engage with customers, and grow your business.

 

The author's tips are solid -- but nothing really new. So go watch the video again for a refresher example on effective brand storytelling and the other video as a back-story example!


Thank you fellow curator Giuseppe Mauriello @pinomauriello for finding and sharing this with us!

 

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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Social Storytelling: How Brands Are Streaming Stories | MSLGROUP ...

Social Storytelling: How Brands Are Streaming Stories | MSLGROUP ... | Stories - an experience for your audience - | Scoop.it

“I had to know and understand my own story before I could listen to and help other people with theirs.” - Barack Obama, US President

 

“Once people make your story their story, you have tapped into ‘faith’.” - Seth Godin, US entrepreneur, author, public speaker 

 

This article is a little long, but it is a gem. It's focus is to highlight the various ways storytelling in marketing/branding has become more complex. And the author Dominic Payling gives us some ways to think about this complexity that helps us untangle storytelling in this area.

 

Truly, storytelling is creating fundamental change in the marketing and branding field. Payling lays this out, and offers us information about new patterns of attention that have emerged with the use of technology and the internet.

 

Payling doesn't offer any specific solutions, but clearer thinking about the evolution of working with stories in marketing/branding and some of the unique characteristcs that are emerging is always welcome.

 

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


Via Karen Dietz
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Victoria Morgia Jamolod-Umbo's comment, September 20, 2012 7:10 AM
This is an article which serves as an inspiration to everyone in terms marketing, branding and the use of the internet. It is promoting the power of technology to our everyday lives.
Karen Dietz's comment, September 20, 2012 9:36 AM
Thank you Victoria! Glad you got so much out of it :)
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Batman and the Storytelling Map -- Brand Storytelling

Batman and the Storytelling Map -- Brand Storytelling | Stories - an experience for your audience - | Scoop.it
In my last post I wrote about the Story Map I used to analyze stories and search for ways to incorporate brands into well known narratives. By using the same tools as Hollywood its possible to effe...

 

Well, this is interesting -- but maybe doesn't go far enough. The map is useful. The tricky part is putting all of the elements together effectively to create a compelling story. The nuances between these elements is not always obvious.

 

No question, these elements need to be present. But conveying tension, motivation, conflict, and empathy are done by employing either linguistic devices like contrast, triggering emotions in the reader, etc. They are subtle, powerful techniques that are more often experienced rather than told.

 

And in the end, all business storytelling is about moving people to action. While Batman is an engaging story, it doesn't move us to take action. That is what is missing on this map, which is why I said it probably doesn't go far enough.

 

But overall I like what is being said. Now we need to watch for the next installment where the author will share how he has used the map to create pharmaceutical brand stories.


Via Karen Dietz
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Biz Storytelling & Social: IBM Voices Does the Talking

Biz Storytelling & Social: IBM Voices Does the Talking | Stories - an experience for your audience - | Scoop.it
About today's guest post: As companies mature their online presence though more robust social engagement, individuals within those companies are advancing use

Via Karen Dietz
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Mike Ellsworth's curator insight, March 17, 2013 7:43 PM

IBM gets it. Telling stories increases engagement which increases bottom line.

Karen Dietz's comment, March 18, 2013 10:45 AM
Jeff & Mike, glad you liked it. The article & photo is a little dry, but truly IBM is showing us the way when it comes to biz storytelling and social engagement. Thanks for your re-scoops and comments!
Mike Ellsworth's comment, March 19, 2013 2:52 PM
Karen, yeah, IBM doesn't quite understand yet how to Be a Person!
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How to Tell a Visual Story (Even You, B2B): A Marketer's Guide

How to Tell a Visual Story (Even You, B2B): A Marketer's Guide | Stories - an experience for your audience - | Scoop.it
Content - As storytelling becomes more and more part of marketing, another trend is coming clearly into focus: Brands are becoming more visual. Businesses that aren't ready for this visual revolution will ...

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Karen Dietz's curator insight, February 25, 2013 3:59 PM

This is quite a meaty article on ways B2B -- or any organization -- can capitalize on visual storytelling.


There are lots of ideas and examples here to get you started. And great advice, too. The SlideShare doc has good next steps to implement. And for the next 90 days, the entire presenation from the conference that generated this article is available free online.


The stats that are shared I've seen around a lot, and curated an article on the chart in this article when it first came out a few months ago. But the data is still valid!


I love the tip: show how your product lives in the world. Don't just show the product or service -- show it in action, with real live people.


There is a lot more here and tons of links to click through for more info. Have fun exploring and getting your visual storytelling together or upgraded.


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

Rescooped by Hans Heesterbeek from Storytelling Genius
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How to Create More Powerful Content Marketing Stories

How to Create More Powerful Content Marketing Stories | Stories - an experience for your audience - | Scoop.it

Great example and yes, back story is so important!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.

 

I've curated this great video before from Chipotle, but it deserves another look. Not only did the company win awards and 7 million views for the video, they also took it a step further and told the story behind making the video. Good for them! Back stories are very powerful. Here's the link to the back story video: http://www.youtube.com/watch?v=AFlbGwAW7rw&feature=relmfu 

 

And I really like how the author Manya Chylinski talks about the functions stories serve, and how biz or branding stories can have many of these same functions, but with a twist. Your stories are more than entertainment -- they are your authentic voice. You share them to build loyalty, trust, engage with customers, and grow your business.

 

The author's tips are solid -- but nothing really new. So go watch the video again for a refresher example on effective brand storytelling and the other video as a back-story example!

 

Thank you fellow curator Giuseppe Mauriello @pinomauriello for finding and sharing this with us!

 

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


Via Karen Dietz, Margaret Doyle
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How Honda's Agency Taps Authentic Stories for Social | ClickZ

How Honda's Agency Taps Authentic Stories for Social | ClickZ | Stories - an experience for your audience - | Scoop.it

RPA's new VP and director of creative social media, J Barbush, seeks passionate everyday brand fans and stories.

 

Hey -- here's a company doing brand storytelling the right way! What a great article -- complete with examples and a video. The company? Honda!

 

What are they doing right?

Listening first Finding authentic customer stories that have a connection to Honda Connecting with those customers and making them feel comfortable in sharing their story Sharing those customer stories but NOT as a campaign Recognizing that brand storytelling is iterative and evolves over time

 

The way they are doing these steps creates engagement. And I loved the story and the video.

 

Read the article for all the details about how effective brand storytelling is happening. Now here's the good part -- you can do this too!

 

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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Why Successful Branding Still Happens Offline

Why Successful Branding Still Happens Offline | Stories - an experience for your audience - | Scoop.it
For brands, online social networks are far from the Holy Grail of marketing. The research is clear that for brands that want to be social and generate conversation, a more powerful force is real world, face-to-face conversation.

 

Yes yes yes!! In all the hype about social networks, engagement, and customer loyalty it is easy to forget that in the relationship economy, relationship marketing, and for a return on relationship, face-to-face marketing rules.

 

Oh, just tell your stories digitally, on-line, in your social network or blog. Yes -- all of that is good. But as the author says, "Today’s consumer marketplace is highly social, but not because of particular platforms or technologies. The businesses that will be the most successful in the future are the ones that embrace a model that puts people– rather than technology – at the center of products, campaigns and market strategies."

 

Research shows that 90% of word-of-mouth conversations about brands take place offline and ar primarily face-to-face. Whoah!! As the author suggests, "start a story that consumers will want to talk about. What are the messages about your brand and category that make you talkworthy?"

 

There are many great insights in this article that I know you'll enjoy. Happy reading!


Via Karen Dietz
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Make It Count -- Nike Story & Engagement

like me on https://www.facebook.com/cneistat we shot this in 10 days, just the two of us. Max, my friend in the movie, is a talented filmmaker, he edited thi...

 

Well this is fun and perfect for a Friday treat! Nike charged these 2 guys to make a video/digital story about its brand. They stepped out of the box and had an adventure. And in the end, they put together this fab video that perfectly expresses the Nike brand!

 

What a hoot. And a terrific example of engaging your customers in creating brand stories for you. Not only is the end product engaging, but this shows what customers engagement is all about.

 

Whether these guys are customers or professionals hired to create the video, it's still representative of great customer engagement.

 

Enjoy watching this short video and have a great weekend!


Via Karen Dietz
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go girl's comment, April 28, 2012 2:50 PM
Great! I wanna buy those shoes. That little clip was certainly packed with loads of stimulous to underpin the brands vision and message in a variety of ways.
Karen Dietz's comment, April 29, 2012 1:23 PM
I so agree with your comment Go Girl! It made me want to go out for a run and further solidified my great feelings about Nike :)