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Scoop.it!
What’s the story of your business?
Are you wondering how storytelling can help your marketing and sales? To learn about the power of storytelling, I interview Dave Kerpen for this episode of the Social Media Marketing podcast....
Jeff Domansky's insight:
Thoughtful interview on storytelling... 
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In our social media-infused world, traditional marketing logic just doesn't work.
I had earmarked this article to share with you awhile ago and just found it again when cleaning up my emails. Better late than never!
Here's what I love about this post -- it makes no bones about the fact that marketing is changing. And if you haven't gotten with the program, get on board quick!
Now, I don't agree that ALL traditional marketing techniques are dead. But the author Bill Lee sure does make a great case explaining how things are changing. And his statistics are riveting.
And I also like that he shares with us what we need to do to stay with the curve: Getting into community marketing Identify and promote customers that bring value (and not just based on how much they buy) Help your customers build social capital Involve your customers in creating solutions together
What's story got to do with it? Stories are the way the points above happen. It's all about the stories you share, listen to, promote, ask for, engage with, and retell. And hint hint -- these are your customer stories mostly!
Go read the article for all of Lee's insights. This will post will definitely get you thinking differently.
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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From
uxmag
Every use of your website is a conversation started by a site visitor. Think about it: why do people come to your site or app?
If you read my review and article on this same page ("Forget About Content Management...") about moving away from content management systems to developing audience development systems, then this article explains more about how to do that. Yeah!
I really like the specific examples and concrete steps laid out in this post. It all makes sense to me!
Once again, while never mentioning storytelling per se, the article is all about using stories and story elements to generate conversations and engagement with customers/prospects. Like: converse with personal prounouns, invoke action using verbs, and write visually. Sounds like storytelling to me.
So go grab this article and its tips so you can continue developing audiences and engagement to build business success.
Review written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;
's comment June 6, 2012 5:26 PM
Thanks Jeff! Have fun today :)
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I've rescooped this article from fellow curator John Kratz because I thought it was so good. It is a great example of how a company ramped up business once it started sharing stories of its customers -- with customers as the heros. Take notes folks! And thanks John for finding and sharing this article.
The year is 2008 and you are in the Financial Services Business.
"How do you turn a quiet, sales-driven organization into a B2B marketing powerhouse?"
"Consider the story of Lincoln Financial Group, a traditionally sales-centric organization... The 106-year-old financial services, insurance, and annuities company..."
"Lincoln Financial had previously conducted research showing that the more people take charge of their lives, including their finances, the better they feel about the direction of their lives."
"While others in the category seemed to be drawn to using fear in their advertising, we felt the time was right to try a new, more optimistic approach."
"...the campaign showcased a video of women of all ages showing how they take charge of their lives and provided educational content to help women do just that. The PR focused on the research results. The Chief Life Officer ads continued the "take charge, optimistic theme," which was reinforced in social media.
"And how has the integrated campaign done?"
Read the success story here: http://www.fastcompany.com/3002425/creating-winning-b2b-integrated-marketing-campaign
[Excellent case study ~ Jeff] Via Ken Jondahl
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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 ;
Ken Morrison's comment,
September 5, 2012 8:49 PM
Thank you for the recent rescoops! Hope you are having a nice weei.
Ken
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A study on Facebook learned that photos are the best type of content to draw the highest-level of engagement while links draw the least...
Here's just a very quick article for you that once again emphasizes that videos, photos and visuals are essential to effective storytelling on the web.
Of the 300 brand pages, 150,000 posts, and 700 million likes in the study, photos drew the highest amount of engagement. And if a company wants content shared, then videos were the vehicle to make that happen.
There's a nice infographic in the article that I'm going to pin to my Pinterest board to keep handy.
Think about how you want to add more photos and videos to your website and content for greater engagement!
And thank you fellow curator Debra Askanase @askdebra for sending me this article.
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Some good advice in here, would add that the process of finding your story is the critical part and often the most illuminating.