Storytelling is by far the most underrated skill when it comes to business. Gary Vaynerchuk, master marketer and entrepreneur Even...
Tina Stock's insight:
Key take-away: first step to effective word-of-mouth marketing is having a great business story. IMHO - what are the key elements of a great business story? Tell em' what you do, what problem you solve, what makes you different and why they should care. ba-da-bing!
"Our mission is to connect people through shared experiences. Stublisher aggregates media shared via Instagram around concerts, games, birthday parties, the zoo (anywhere!) based on geolocation and timestamp, in real-time and post event.
On top of this aggregation, we're fostering one of the most passionate communities on the web, connecting people based on what they've done and where they've been.
Stublisher allows you to experience anything happening around the world, from the perspective of those capturing it. The design you see today allows you to explore and discover in a much more enjoyable fashion than months past.
We’ve also made sharing experiences and individual photos across all of your social media channels easy. To share an event, on the header image you’ll see Facebook, Twitter and Pinterest share buttons. To share a photo, you’ll see the same via the side bar that slides in from the right on rollover..."
From review article by PandoDaily:
"And the storytelling trend rolls on. The latest startup to tackle the way we share stories online is a new Web app called Stublisher.
Stublisher pulls content from our fragmented ecosystem of social networks together, building it into a cohesive story, like this cool-looking one from the Superbowl. The result is a full picture of events like concerts, or ski trips, or festivals. Stublisher officially launches today..."
The future of movie storytelling has more to do with the technology outside of the movies than within, according to one transmedia expert, who says that we should expect stories to be revolutionized by modern technology in the same way that the printing press changed everything.
If you’re a moviemaker whose primary focus is creating the best movie you can imagine, the current movie industry has some bad news for you: That’s not enough anymore. Speaking at this year’s Cross-Media Forum in the United Kingdom, Sean Stewart – whose Fourth Wall Studios has worked on creating interactive marketing for movies such as The Dark Knight Rises and AI: Artificial Intelligence – said that what is needed now are more filmmakers who want to create the best worlds they can imagine..
...Reflecting the nerd demographic seemingly at the center of blockbuster movies these days, Stewart’s talk was called “Storytelling V: The Audience Strikes Back,” and described the shifting relationship between audiences and fictions in a world where everyone has smartphones, tablets and access to the Internet. He cited a recent Google survey that revealed that 77 percent of audiences are dual-screeners – That is, using another electronic device while also watching television – and suggested that, in order to maintain a close connection with their audiences, storytellers will have to learn to spread their talents across various media....
"So, how do you tell a story in the digital age that stands out, captures people’s attention and gets them to act, engage with your institution? My favourite story for quite some time now and one I’ve been showing in workshops around the world is the story of the Troy public library."
Ok -- the author here isn't writing anything revolutionary. So you can skim the text. But watch the 2.5 minute video! It's the reason I selected this piece.
The video is brilliant -- and a perfect example of how story triggers can make a difference in social causes and social cause marketing.
The video is about a library. It is controversial. Now I am a big fan of libraries so I was rooting for it (my personal bias). And the video itself is a really good example of a digital story.
I say 'story triggers' because the library used story elements and metaphors that sparked stories within the viewer's/reader's brains. The library did not actually tell a full-blown story yet the public reaction was immediate and powerful.
Simon Smith, our European Head of Digital, has a mantra--“Everything is digital." He also believes that “Digital is the most misunderstood word in business today.”
In 2011 we surveyed more than 800 companies about their digital strategy. Some 16% described their company as "digitally inactive." And of those who had a digital strategy, two-thirds confessed to implementing it in a fragmented way.
Here’s an overview of why--and how--you should catch up and build success in our post-digital world.
RECOGNIZE THE NEW POWER DYNAMIC
Digital media have triggered profound shifts in consumers’ interactions and relationships with businesses. The language of B2C and B2B is no longer relevant. At Interbrand, we use the terms business and consumer (B&C) and business and business (B&B) to describe how businesses and consumers now work together to create brands. And for brand, read: business.
Consumer-created content and conversations are driving organizations’ image, reputation and bottom line. This represents a significant shift in dynamic. As consumers become increasingly influential, businesses are becoming less powerful....
Winning entrepreneurs bond emotionally with employees, investors and customers--and dramatically increase their chances for funding and for long term success--when they hone their ability to tell meaningful stories about their businesses.
Here is an article discussing 2 examples of effective business storytelling for marketing/branding/identity purposes that really work. One is a small business (Baby Steals) and the other one is a large enterpriese (IKEA). You will notice the difference in their stories as the size of the business kicks in.
Pay close attention to what the founder of Baby Steals did/does -- because implicit in the example shared are story listening skills and how the stories she was hearing from customers/prospects also shaped the success of her company.
And then there are 10 tips for bringing storytelling into your business marketing/branding efforts. All are solid. A word of advice here -- working on several of these 10 tips takes time. The ideas you come up with during your first pass you will want to test with friends, colleagues, customers, and prospects. This is an iterative process where your focus and messaging gets sharper, clearer, and more powerful over time. So give yourself the opportunity to play. This goes no matter what size of business you have -- micro to large enteprise.
We are heading into the 4th quarter of the year -- what a great time to hone in on your business storytelling, laying a stronger foundation for your company in 2013.
Video is a powerful way to reach audiences both for publishers and advertisers. Marketers already know people are watching online video more than ever. A new Adobe Digital benchmark report reveals what, when, and how people are watching.
"This morning we released something really exciting — curated newsletter functionality! We recognize the role curation is playing in the evolution of the newsletter, and we wanted to provide an easy way for our users to expand their reach into the be-all-end-all of web communication — email.
Seamlessly export your Scoop.it topic to a newsletter template or send to your email lists in MailChimp by connecting your accounts with the new MailChimp integration. This feature is free with all Scoop.it accounts and is unlimited until April 15th. To access it, simply click “Manage” on your topic of choice and click “Create a Newsletter.”
1) We gotta find a better term than "binge viewing" to describe the phonomena of vwatching multiple hours of a single tv series. We don't call it binge reading when we read a complete book during a single week-end, it's just reading. And, as a life-long reader, I can testify to the fact that binge viewing provides the same satisfaction that was previously only received when reading: complete immersion in a story, a culture, a character or an event. So, instead of binge viewing, let's call it "immersive viewing."
2) Immersive viewing is changing advertising. Consumers who subscribe to a viewing service (Netflix) or buy a DVD series don't want to be interrupted by commercials. An obvious fact, but important to highlight because commercials are one way in which the entertainment industry generates profit on this content. No commercials, less profit - UNLESS, "commercials" simply become part of the content.
When advertising goes from interuption to integration everyone profits:
> the audience is exposed to commercially available products or services within the context of a story that they value
> the "advertiser" reaches their audience during periods of attentiveness and concentration
> the content producers are able to make a livelihood from creating beautiful stories.
Immersive viewing is driving the adoption of integrated advertising, which will lay the foundation for t-commerce. And, I think it will all be here faster than we expect.
The storygraph is a deliverable I made to visualize the user needs/touchpoint matrix. Then it became a powerful tool, but let's start from the beginning.
Service Design meets User Experience in this version of a customer service journey visualization.
Though less pictoral and more diagrammatic than some forms of customer journey visualizations, it does help summarize fairly readily the range of possibilities.
Key to creating and using this type of visual documentation is understanding where "the rubber meets the road"... combining strategy with activities and evaluating the feasability of various courses of action.
The Walking Dead/Co.Create Zombie Business School continues. Last time, we discussed how companies could take their branding cues from the way the zombie apocalypse show rallied between seasons. In this installment, executive producer Glen Mazzara talks about how running The Walking Dead helped shape his managerial style, and how that can translate to traditional business.
(Tina) - whether or not you are a fan of zombies - this is a great article on managerial transparency and effective leadership in creative industries. It's also a bit of brilliant promotion from AMC and The Walking Dead ;-)
What cortisol and oxytocin have to do with a 19th-century German playwright.
From Maria Popova, aka @brainpickings -
There is a scientifically proven biochemical reaction to stories that tells us how different stories can affect behavior. While this isn't news in many ways, it's important to reinforce the idea that storytelling needs to be woven intentionally as a part of development of any business model. What I mean by storytelling isn't just the story that is told by those creating the new business/product/service, but the story that the new business/product or service creates by itself. Does your software tell a story? Does your website tell a story when someone lands on the screen? Does the app have a story to tell for the new user, or the regularly returning one?
Look for the story, over and over again, that the business creates; and don't be afraid of it telling different stories.
Most importantly, find the story that's already there: it may tell you why the business is doing well or not.
Storytelling is something I have been passionate about since before I can remember. I’ve always loved listening and telling stories traditionally (spoken, written) and as a child of the digital revolution, through pictures (Instagram & EyeEm), gifs (Loopcam) and most importantly through sound (SoundCloud, ThingLink). Working with creators who use sound to express themselves has been extraordinary and at times challenging, but consistently mind blowing to behold.
Something that has struck me while working with so many community members who create beautiful sounds is the storytelling aspect of their actions.
Musicians tell stories through a pluck of a string, actors tell stories through a drop in tone or pause, poets tell stories through their words, and so on and so forth. When their stories are told through sound they are given little wings that metaphorically sprout and allow their stories to be heard across the globe. It is a beautiful thing!