In our last post, we discussed identifying your company’s key brand values as a starting point for developing your story. What, besides profit, does your business care about and why? Expressing these values is an important part of building trust and loyalty with your customer base.
But how do you express them? How have successful companies wrapped these values in a story that made them accessible and engaging to their customer bases? We’ve identified three recurring story types used by effective brand storytellers.
What we really mean by digital interaction is the act of getting the viewer, reader or listener to give something back as they consume our media. The play for eyeballs, clicks and time has become a complex sport.
"nteractive is a stupidly vague term. But many of us (including me) are guilty of overusing it, often in place of more functional words like ‘clickable’. Apply it to the physical world instead of the internet and it becomes laughable."
"This blog post is all about how to ask for stories – and get them — in authentic ways without sounding manipulative. Gathering customer stories is hard for companies. Add trying to collect stories via social media or community forums and it feels doubly difficult. Businesses don’t know how to ask for stories, or how to write up the story that makes the customer the hero."
Read the full article to find out more about these storytelling collection tips from fellow curator and storytelling guru Karen Dietz:
Getting startedWhat not to doStory promptsTry it outThe secret ingredientFour tips
"Let me take a moment and share some simple truths I’ve distilled from a number of years creating content for just about anything – print, radio, television, online, live events… you name it. The most elusive part is to consistently get it just so, and just right, and to know that that “just right” will translate into success – monetary, traction-tary or some other form of –tary success.
So, in brief, here are three roads to creating just so, and just right.
Learn Do Share is resource on collaboration, design fiction and social innovation. Focusing on the cross-section between design thinking, collaboration and storytelling, we release new content quarter-yearly. In addition to our changemaker conversations we create a series of case studies and templates, each of which explains and reflects on collaborative experiments and social prototyping. Our work is developed by scientists, storytellers, designers, hackers, producers, fans, architects and engineers.
So, holding the cigarette pack right in front of my face, I said, “We start by launching a site for fans of—let’s see,” I looked at the pack, “Lucky Strikes. Those of us who adore these cigarettes would like to know that we aren’t alone in the vastness of the internet. So we start by counting like-minded individuals. Let’s show an image of a pack of Lucky Strikes to attract brand Nazis like us and place a button that says ‘I’m feeling Lucky Strike today!’ Visitors click the button and we show the number of times it was clicked. That will help our site to get underway and become at least a little popular.” ...
"Did you ever stop to think what happens to the billions of words spoken everyday? What happens to the words that don’t get heard? How long will they live for and do they make a noise when they fall... Stories keep the spoken word alive."
"As the field of documentary outreach matures from one where stories merely "raise awareness" to one where they may seed direct action, hear from three world-renowned impact producers and social engagement strategists, Lina Srivastava, Jennifer Macarthur, and Patricia Finneran, about the need and benefits to proactively plan and execute impact strategies for social issue films during production (not after), how engagement is a separate and distinct skill from outreach, the current state of social impact strategy, and how to pay for it."