transmedia marketing: storytelling for business, art and education
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transmedia marketing: storytelling for business, art and education
Exploring how transmedia is used in entertainment & education, and the implications to business
Curated by Tina Stock
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Rescooped by Tina Stock from Just Story It! Biz Storytelling
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What is Story Theory? How to Use It to Create Awesome Brand Affinity

Presentation given to University of Chicago Alums re: Story Theory and its Application To Marketing

Via Karen Dietz
Tina Stock's insight:

good reference material AND highlights a big issue - what is your archetype?

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Karen Dietz's curator insight, November 25, 2014 2:48 PM

Here's a great piece colleague Jim Signorelli put together about how story theory works better as an approach in branding than giving a list of essential story elements or simple story structures.


Right on Jim! It won't take readers long to go through this SlideShare piece and reap the benefits. Of course I love Doug Lipmans story dynamics chart on slide 18, the Identification Filter (oops Jim, there's a typo here!) on slide 20, and the motive chart on slide 27.


The definition of story beginning on slide 37 is OK and goes beyond what most people produce. I'm biased though. I like what Peggy Van Pelt from Disney and I came up with oh so many moons ago -- "a story is an act of communication providing packets of sensory material and an emotional narrative arc allowing listeners to quickly and easily internalize it, understand it, and create meaning from it."


I like this definition because it focuses not on what a story is, but on what it does. What's the lesson here? There is no 1 right definition. Be aware of the variety of existing story definitions and use the one that fits your objectives at that particular time.


OK -- enough said. Enjoy the insights in Jim's post and keep the light for storytelling well lit and tended!


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

Brad Tollefson's curator insight, March 19, 2016 1:49 PM

good reference material AND highlights a big issue - what is your archetype?

Rescooped by Tina Stock from Just Story It! Biz Storytelling
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Companies With The Best Stories Win: 10 Key Points For Telling Your Story - Forbes

Companies With The Best Stories Win: 10 Key Points For Telling Your Story - Forbes | transmedia marketing: storytelling for business, art and education | Scoop.it
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.


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


Via Karen Dietz
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Ken Morrison's comment, September 5, 2012 8:49 PM
Thank you for the recent rescoops! Hope you are having a nice weei.
Ken
Carole Pyke - The Personal Brand Storyteller's curator insight, April 15, 2013 4:53 PM

just testing

Rescooped by Tina Stock from Transmedia: Storytelling for the Digital Age
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From Nerd Niche To Branding Superpower: 5 Lessons Every Marketing Exec Can Learn From Comics

From Nerd Niche To Branding Superpower: 5 Lessons Every Marketing Exec Can Learn From Comics | transmedia marketing: storytelling for business, art and education | Scoop.it

Rob Salkowitz: "If you’re in marketing, comics are no laughing matter. Superheroes powered this summer’s The Avengers and The Dark Knight Rises, two of the highest-grossing movies in history."


Via The Digital Rocking Chair
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Tina Stock's comment, August 23, 2012 8:39 PM
thanks for sharing this one!
Rescooped by Tina Stock from SOCIAL MEDIA, what we think about!
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Content Marketing Is Not As Simple As Writing A Ton of Blog Posts Every Day

Content Marketing Is Not As Simple As Writing A Ton of Blog Posts Every Day | transmedia marketing: storytelling for business, art and education | Scoop.it

The classic sales funnel has long been used to describe website development strategy.


However, the deployment of content marketing in a sales funnel with a campaign focus is a relatively new concept to many.


It’s not as simple as writing lots of blog posts every day and distributing them on social channels.


In fact, the goal of strategic content marketing should be to identify, qualify, segment, score and, ultimately, close leads in an accelerated and predictable fashion.


In order to strategically deploy content marketing it requires the right software, a defined sales funnel and a campaign structure.


Read more: http://bit.ly/MjFpfA


Via Martin Gysler
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Martin (Marty) Smith's comment, April 29, 2013 7:27 PM
Segments are usually FINANCIAL measures such as VIPs or "multi-buyers". Segments is one way to quantify groups within your marketing. Personas are another. Personas identify archetypes and group characteristics (instead of financial segments). Personas help develop creative segments make sure you make money.
Ken Morrison's comment, April 29, 2013 8:12 PM
Hi Marty. I temporarily forgot that our comments showed up on your wall as well. Yes, I was endorsing you to a business student because your posts can add fresh insight in many of her buisness courses. Thanks Marty for all of your great scoops and true curation.
Martin (Marty) Smith's comment, April 29, 2013 8:13 PM
LOL, no worries Ken and next time I get to go hiking too :). Marty
Rescooped by Tina Stock from Just Story It! Biz Storytelling
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How Marketing Reaches For The Heart But Can Fail & What To Do

How Marketing Reaches For The Heart But Can Fail & What To Do | transmedia marketing: storytelling for business, art and education | Scoop.it
Marketers are supposed to be the experts on connecting emotionally with customers.

Via Karen Dietz
Tina Stock's insight:

 Douglas Van Praet provides a 7-step process for us to craft marketing materials that connect emotionally.


Boffo!

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Karen Dietz's curator insight, March 26, 2013 11:29 AM

If you want a clear explaination of why marketing is all about connecting emotionally with prospects and customers, then this is it.


Even better -- the author Douglas Van Praet provides a 7-step process for us to craft marketing materials that connect emotionally.


That is what our biz stories SHOULD be doing. Sometimes they don't. You can use Van Praet's 7-step process to craft or refine your business stories so they can do the work you want them to do.


Van Praet also offers us a video as a terrific example of his Step #4 "Shift the Feeling". I know you'll like it.


Have fun with this one -- I hope it gets your creative juices flowing!


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

Ian Mitchell's curator insight, March 29, 2013 4:49 AM

Good workshop stimulusstimulus

Karen Dietz's comment, April 2, 2013 10:23 AM
Tina and Ian, glad you both got a lot out of this post!
Scooped by Tina Stock
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Visual Storytelling for Marketers

Visual Storytelling for Marketers | transmedia marketing: storytelling for business, art and education | Scoop.it
Humans have been telling stories with pictures since the days of cave paintings, so we should be pretty good at it by now.


All right, want to increase your business? Then translate your business stories into videos.


I know I know, who's got the time and which is the best tool to use? Most of the stories I share with my clients happens in the board room. When I think of taking some of my business stories and creating a video or two to share on my website, I get just completely overwhelmed.


But this infographic drives home the necessity of creating these videos so that your stories can do your marketing for you. For example, for those of you who have products 85% of customers are likely to purchase a product after watching a video on your website about it. Wow!


For service businesses, 65% of the C-suite or top senior executives of the company will continue to research you after viewing one of your videos. Wow again!


There are quite a number of articles in this curated collection about tools and strategies for creating effective digital stories. So dig in, learn lots, and work creating these videos into your schedule. And I'll work hard on trying to take my own advice!


In the meantime, check out the rest of the infographic and see what other gems you can find.


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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Rescooped by Tina Stock from Just Story It! Biz Storytelling
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Dealing with Internet fragmentation: The power of storytelling for brands

Dealing with Internet fragmentation: The power of storytelling for brands | transmedia marketing: storytelling for business, art and education | Scoop.it

2012 Global Players takes a look back at how corporate websites have evolved over the past year, to uncover why today it’s imperative for businesses to invest more time, imagination and resources in creating a corporate narrative.


Now here's an interesting article! The material that peeked my interest the most dealt with how the Internet creates fragmented stories which leads to businesses losing control over their narrative.


But then the article goes on to suggest that the typical ways companies create their websites does not work anymore in this fragmented environment.


Then the authors offer a link to a free downloadable study that show what companies can do to combat this fragmentation, develop and share their narrative, and succeed in today's Internet world -- with examples!


I checked out the study and it looks really good. I think as I study it I'll get lots of ideas for re-tooling the website which is going under another iteration of improvements.


I bet you will learn a lot too!


Original link: 

http://www.berghindjoseph.com/knowledge-bank/2012/06/exclusive-study-the-power-of-storytelling


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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