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Scooped by Jeff Domansky

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Marketing Is Dead -- Story Is Now

From blogs.hbr.org - October 2, 2012 8:29 PM

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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Four Ways Brands Can Build Better Relationships (via story sharing)

From www.forbes.com - May 31, 2012 6:03 PM

Is your brand focused on transactions or interactions?

Why is this article showing up in this collection on biz storytelling?

Because the 4 ways brands can build relationships gets done through effective storytelling.

I love the 4 points made here in this quick read: branding is about building relationships to generate business, not pushing messages to make sales.

As a result, the game is now about human interactions instead of product transactions. What is the most effective way to promote human interaction? Story sharing!

This leads to point #4 -- relationships allow for organic discovery -- about your product/service, customer needs/likes/wants, potential innovations, new markets, etc.. The best vehicle for allowing organic discovery is story sharing.

Read the rest of the insights here. They make tons of sense. And if you like the ideas but want to know how to implement them -- then bring story sharing (telling your biz stories and listening to the stories of others in return) into your daily work life.

This is a game-changer.

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Dr. Karen Dietz's comment May 31, 2012 7:04 PM

Thanks for re-scooping the article Jeff! Have a great rest of the week :)

Scooped by Jeff Domansky

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Below the Fold: Why Most Brands Will Suck at Storytelling

From belowthefold.typepad.com - May 9, 2012 1:55 PM

"STORY" IS THE NEW "CONTENT." As buzzwords go, story isn’t entirely bad -- for years I’ve pushed clients to be storytellers. I’ve berated the descent of story into a furtive sea of “content,” stripping all emotion from human pursuits.

I love this post and its irreverent attitude. It is quite refreshing in this day and age when 'storytelling', 'branding', and 'content' are such pervasive buzzwords and hyped as the cure-all for everything.

There are great reminders in this article that great business stories are not sanitized, and that there is danger in always crafting a happy ending. Only sharing your 'success' stories eventually undercuts your believability. We know there have been mistakes, trials, and tribulations along the way and we want to hear about those too.

Why? Because it makes you human. As the author Gary Goldhammer says, storytelling is about people. Brands aren't about Hollywood actors, and "companies are not logos. There are human beings behind them all."

There are more insights here in this quick post -- reading it is almost like hitting the 'reset' button when we forget the fundamentals of storytelling after getting caught up in the hyped-up excitement about story branding, social media, content creation, and technology.

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Storytelling by Design | Karen Dietz

From www.hotelinteractive.com - October 1, 2012 5:11 PM

If you want a seamless guest experience your hotel needs to have a story Heres an example how to turn story ...

This is a quick yet very insightful article linking the interior design of a hotel, storytelling, and women's liberation.

"Whaaaaattttt??!!" you say. Yep. It's a perfect example of how a hotel got creative and leveraged storytelling in order to market themselves more effectively, and increase sales.

The post about a New York City hotel that originally opened as the Hotel Martha Washington. It was the first hotel in the country specially designed for women only. Based on the the building's history, the new owners of the hotel created a persona that typified women who stayed at the hotel.

From there they created interior designs that connected together its history, the contributions of 12 women to our world, their identified persona, and their marketing efforts. Brilliant!

I love how this company translated storytelling into the physical world through its interior designs. More companies need to be doing this for enhancing both employee and customer experiences/engagement.

For all the details, go read this article. Like a chocolate truffle, it's small but rich with a lasting impression!

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

[Very creative storytelling for business ROI ~ Jeff]

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Do Your Fans Like What You are Posting on Facebook?

From marketing.wtwhmedia.com - May 9, 2012 1:57 PM

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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