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An ad is an ad is an ad. Or is it? Millennials have grown up with a media diet far different than the generations that came before them. Has that changed their media taste? Do brands need different types of ads to reach people of different ages? Google partnered with L'Oréal Paris to find out....
Twice this week I've been asked for alternatives to iBooks Author that students can use to create multimedia books. This is probably a good time to share the three options that I usually recommend. These are listed in the order in which I typically recommend them...
Create Epic Stories with Shorthand...
New storytelling tool for journalists, writers and creative people looks very promising. It's in beta and is definitely worth exploring.
... When most people think about the word story, they think about a narrative like “ Jack and Jill went up the hill.” Most of us have been taught that there are two basic kinds of story: fiction and nonfiction.
Metastory is actually a third kind of story. Metastory is story that is told through action. It is not a story that you say, it’s a story that you do. Every individual has one. And every company has one too.
The reason this is so important is that people are already innate storydoers themselves. They use the story of your brand or business to tell part of their own personal metastory. Put another way, people don’t buy products; they take actions that help advance their own personal metastory. As we grow up, all of us learn to manage our own metastory through our actions — the car we drive, the clothes we wear. All of these choices are components that we know people around us will use to piece our metastory together....
Referencing his book The Dangerous Animals Club, Tobolowsky said, "True trumps clever any day of the week. So I really try to make sure that all of my stories in the book are (1) true, and (2) that they happened to me. It's far more important to tell a true story even if it's not perfect in all the details than to make up a clever lie." Although many see content marketing as just that—marketing—smart marketers know that what they're delivering is a great story. At the heart of that is truth, education, and personality—however imperfect it all may be. Small business owners are directly involved in all aspects of their business and have personal connections with customers. It stands to reason, then, that they have a wealth of powerful stories at their disposal. Want to become a content marketing rock star? Grab attention and connect with potential customers through those stories. Here's how to do it authentically....
Not every newsroom or journalist has the resources to take on projects like the New York Times’ Snow Fall or the National Film Board’s Pine Point. Whether you want add a multimedia extra to your text post or create a web documentary, digital storytelling tool Zeega makes it simple to create immersive, interactive stories with a slew of multimedia features and a professional feel. The tool aims to “democratize the web as an interactive audio-visual medium,” said Ahmed Kabil, Zeega’s community manager, during a NewsU webinar that gave a step-by-step tutorial on using the platform. Here are some key features and how journalists can use them....
The value of visual storytelling will only increase over time. You don’t need a research grant from the feds to reach this conclusion. There are only so many words a human brain can process before the overload buzzer goes off (unless you’re Stephen Hawking). Which brings us to the infographic. If a picture is worth a thousand words, then an infographic must weigh in at around 10,000 words. Yet, grapevine chatter has the media suffering from “IF,” infographic fatigure. Jesus Diaz from Gizmodo shared this in an exchange with Sam Whitmore at SWMS...
By now most of us content marketers have heard of, and probably already started using, Vine, the new app from Twitter that allows users to easily produce and share six-second videos. When it comes to adding the new tool to our content marketing toolbelt, how do we avoid misusing Vine? I say the answer is the same for producing six-second videos as it is for producing sixty-second videos – you need a plan. Or, since Twitter is a micro-blogging platform, let’s say Vine is a micro-storytelling app and you actually just need a micro-plan. Download a free copy of a printable Vine micro-planning tool, check out the whiteboard video below, or read the transcription to start planning right away....
How to Tell Your Story Tell stories through the voices of the people you serve, and/or your staff/members/volunteers. Check out these 7 Guidelines for Telling Your Organization’s Story and learn more about the Art and Strategy of Storytelling. Plan - So you're ready to make a video for your organization. If you're planning to upload it to YouTube, remember to make it no more than ten minutes long. You may want to use storyboarding to plan your video. Check out these production planning tips from See3, and this post from Idealware: Creating a video? A few things to consider before you shoot.
Via José Carlos
Many companies concentrate social media efforts on getting as many fans as possible, but focusing just on the number of fans misses their true value – they are loyal customers who have raised their hands to say they want a relationship.
The real win is achieved by engaging with customers. An Ad Age study found that only 1% of the Facebook fans of major brands engaged with the brand pages in a given month. One-time promotions to increase the number of fans rarely produce long-term benefits. IBM’s Yunchun Lee writes, “That isn’t to say that CMOs shouldn’t strive to build a fan base. The issue is how to do this in a productive way. There are no short cuts. Winning a loyal customer begins with matching a great product or service with a flawless and repeatable customer experience.” Social media marketing requires a long-term commitment to enriching the customer experience. Starbucks is a great example of a company taking the right approach. In an interview with Adweek, Starbuck’s Alexandra Wheeler said that the firm’s social media strategy “isn’t a marketing initiative. It isn’t a PR initiative. It’s cultivating and creating great consumer value and great consumer relationships.” Starbucks treats its fans to a steady stream of special deals and a richer experience than they’d get solely by going to a store, including interesting background stories on coffees and great photography of merchandise....
As more companies invest in content marketing, PR practitioners have an unparalleled opportunity to share engaging narratives with key audiences to raise awareness, build relationships and motivate action. ...For PR people, story marketing presents an opportunity that almost can’t be overstated. Content Marketing is attracting huge chunks of marketing resources. According to a survey by the Content Marketing Institute, 25 percent of total U.S. B2B marketing budgets were devoted to it in 2012 and 60 percent of respondents plan to increase their commitment in 2013....
Great content lies at the intersection of your company’s core values and the passions of your audience. Here's how your content marketing can ignite a movement. If you haven’t seen Nirvan Mullick’s short (10-minute) film called “Caine’s Arcade,” watch it now. You’ll be glad you did — and the rest of this inaugural ContentVenn post is going to make a lot more sense. (If you have seen it, read on!) The power of great content marketing Caine’s Arcade is unbelievably powerful content. It is emotional, heart-warming, and inspired. Caine’s Arcade is so powerful, in fact, that it has spawned a movement. When Nirvan posted the video on April 9, 2012, viewers immediately began donating money towards a scholarship fund for Caine Monroy. Ten days after the release of the film, Caine’s scholarship fund hit the $170,000 mark. That’s powerful content. And it all could have ended there. But it hasn’t. Creating a movement, creating content opportunities Six months after Caine’s Arcade became a “viral success” it has become a real movement. It’s more than just a Vimeo success story. Today, that 10-minute film has spawned a full-fledged nonprofit with a real mission, real corporate underwriters, and tons more content. Go ahead, check out the Imagination Foundation, whose mission is to “find, foster, and fund creativity and entrepreneurship in kids.” [Here's a powerful and inspiring story and how great storytelling and content can go viral. Lots to learn and potential ideas for nonprofits as well as corporations. Just jump in and enjoy! ~ Jeff]
The power of stories has become a part of our cultural dialogue. From articles in Fast Company to The New York Times, and applied across different topics from sports to business to marketing, story is the genre of choice for 2012. In fact, Direct Marketing News forecasted this to be “the year of the story,” and London-based agency BergHind Joseph identified it as a trend among the Global Fortune 500, even dubbing its 2012 Global Players study, “The Power of Storytelling.” We also find companies such as Nike, Google, Kimberly-Clark, and 3M, among others, using storytelling as a means of communication and leadership. When it comes to brands and marketing, the application of story now needs to go beyond the traditional and ubiquitous tool of brand story; rather, it’s about engaging consumers in a brand’s stories and using the construct of stories and storytelling to create powerful connections. While the transition to digital media drove a focus toward content, today with ever more social tools and communication media, there’s a need for cohesive and meaningful connections in a marketing world that is now labeled “always on,” demanding more of brand communication. This is where story comes into play.... [Storytelling hits its stride as large organizations look for breakthrough opportunities to connect with customers or other key audiences ~ Jeff]
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Find out how telling visual stories with images or video on Twitter, Instagram, Pinterest, Tumblr and YouTube will help you reach connect with your audience.
Are you sharing your stories with your fans?
Do you use pictures in your social marketing?
People want pictures in their social channels.
When done right, these pictures become visual stories.
In this article, I’ll show you how five brands are using pictures to share their stories and why that’s important....
We are all hopelessly distracted. It’s not a disorder -- it’s the new world order. Can I have your attention, please?
Whichever methods we put in play with our marketing, we’re powerless unless we’re able to get a prospect to pay attention. It doesn’t come easy. As long as we’re online, on earth, and in a media-centric society, there will always be a shiny object scattering, shattering, and battering our focus.
Okay, when you practice inbound marketing for a while, you start getting good. You figure out how to write a headline cursors and fingers are magnetically attracted to. But a click is nothing more than a click until you, the messenger, truly click with your customer....
Somewhere between a PowerPoint presentation and a full-fledged video is the audio slideshow. Creating audio slideshows can be a good way to add meaning to slides that otherwise might not mean much without a presenter. Here are some ways that students can create audio slideshows....
Why are you wasting everyone's time telling your company's story?...
This "look at us! we're so smart!" style of marketing has become woefully common in the post-Facebook era. People--particularly young people, I note--seem convinced that business communication consists of telling people about YOU.But in business, it's never about you. It's always about the customer....
I believe in the premise of amazing, interesting, human, wacky, irreverent, or timely so much that I co-wrote a book in 2010 that is partially devoted to it—especially the human and timely components. But here’s the truth: I’ve worked with more than seven hundred companies as a marketing consultant, and I’ve come to realize that while “be amazing” can work, it’s also extraordinarily difficult. Telling someone to be amazing is like telling someone to make a viral video. There’s no such thing as a “viral video.” There are videos that become viral, but they are few and far between. The marketing of “be amazing” is the marketing of the swing-for-the-fences home run hitter. There are two by-products of that approach: an occasional home run, and many strikeouts. You can do better. You can break through the noise and the clutter and grab the attention of your customers by employing a different approach that is reliable, scalable, functional, and effective. It’s simply this: stop trying to be amazing and start being useful....
Many people will tell you that marketing is a game of numbers. They’ll say it’s about researching a target audience, developing a targeted message, and using advanced statistics and metrics to determine where that message should be delivered. Of course there’s a significant amount of truth to that statement, but I don’t think it remains as true as it once was. Successful marketing is about storytelling. In the past decade or so, that’s become even more true than it was before. Why has it become more true? Social media. Social media has turned marketing from a numbers driven game to a story telling game. How has it done that? That’s what I’ll discuss below....
...So the question is: Why is a story so important to your personal branding strategy? First of all, it sets your brand apart as unique. Every brand has its own story to tell, but yours is the only one of its kind. What drives you? Why did you enter the field that you find yourself in today? You’d be surprised at what details will intrigue the reader and give your audience an idea of what your brand is really about. Perhaps one of the most effective characteristics of a story is that it humanizes your brand. It’s easy to launch a brand, but the story behind it can leave your target audience wondering where it came from. What is your actual purpose? What drives your actions? Was it the right opportunity at the right moment? Now consider how your brand has affected others. How have you impacted the lives of those involved with your brand? Has it always gone smoothly? Are you new at this? What’s your experience prior to the creation of your brand? What is the story behind your personal brand? While the story for your brand might satisfy your present audience, the aspects of your personal brand story can turn you from just a brand into the personification they can truly relate to....
Consumers don't care about you. They care about what you mean to them. And meaning comes from stories. When you tell your company story, you become more relatable. And when consumers relate to your brand, they'll buy from you. Social media allows you to tell your stories at scale and build powerful relationships with your customers. In the past, storytelling to the masses was expensive and only possible via large media firms. Now, storytelling is free, or near-free, via accessible social media tools. Here are seven simple ways you can become a more effective storyteller on social media
...No. It’s no longer good enough to force the customer to rationalize with their inner self why they’re friends with a laundry detergent. You have to give them another reason to like you, to be an online resource in their daily (or weekly) life, and to serve a need that is above and beyond your actual product benefit. In a word: content. Content marketing is the key to building not only links, but enduring popularity. While some may say that content marketing has been forced upon SEO’ers by Google’s recent updates, it simply flies in the face of human nature NOT to focus on quality content. Which is exactly why Google updated their algorithm in the first place - to get people what they really want....
My reaction to most company blogs: “Blah, Blah and Double Blah!” I recently taught a class on corporate blogging at the amazing social media marketing graduate program at Rutgers University. In my research for the class, I pored through hundreds of websites looking for examples of the best company blogs in the world. Amid the coal pile that is the state of corporate blogging today, I did manage to find a few diamonds that don’t bore to tears with pronouncements, promotions and product announcements (the Killer P’s)....
Via Janice Tomich
If you’d like tocreate more video content,but you’re not sure where to start, the answer may be as close as your blog. Repurposing written content from your blog may be one of the quickest and easiest ways to produce video. After all, the idea is already there – all you have to do is alter the platform! There are many compelling reasons to go from blog to vlog: First, you’re giving your followersanother way to consume your content. In our TV-driven society, many people would rather watch than read. You can also argue that video content is more engaging, compelling and memorable than text alone. With video, you can bring your blog posts to life and make them more personal. So if a picture is worth a thousand words, what’s a video worth? A minute of video is worth 1.8 million words, according to D. James McQuivey of Forrester Research. That’s a lot of written blog posts! Now let’s turn some of those words into videos.Here are a few ways to get started:...
This is a project I have enjoyed working on this past summer. This year, The Duke Endowment released their annual report using storytelling as the main communication initiative. I worked with them to find and tell stories inside each of the grants they support, exposing the audience to true core of this initiative. I love how they used an integrated communications approach on so many facets... [Storytelling has impact when it's done right ~ Jeff]
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Key question: Should storytelling change for different age groups? Some surprising answers.