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How To Tell Your Story With Digital Media

Julia CampbellPresident/CEO of J Campbell Social Marketing

http://www.jcsocialmarketing.com UMBSocial

September 25, 2014

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TakeawaysWhy storytelling is so vital

to a successful marketing strategy

How to use digital tools to tell your business/organization’s story

How to make your message stand out and cut through the clutter and noise

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Obligatory Seth Godin Reference“Here’s how to know if you’re on the

right track: if you stop a story in the middle, the audience will insist you finish it.

Isn’t that what you want?”

Full post at: http://sethgodin.typepad.com/seths_blog/2013/09/words-sentences-paragraphs-stories.html

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Why Storytelling?

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Why Storytelling?People don’t

remember bullet points.

People respond to emotion.

Feelings, not analytical thinking, drive purchases and donations.

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What Storytelling Will Not DoFix bad management. Fix a lousy product or

service. Replace other marketing

strategies.Replace tried-and-true sales

tactics like calls and one-on-one meetings.

BUT if done well, it will augment all other communication efforts!

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How To “Do” Storytelling?Think of your audience

FIRST and ALWAYS. How can you tell a

story in a way that will resonate with them?

What is important to them?

What will inspire them to action?

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Mindset Shift“They don’t just sell a video camera, they sell

the memory of the wave or the ski trip down the slope.”

http://www.newyorker.com/magazine/2014/09/22/camera

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Storytelling Examplehttps://www.youtube.com/watch?v=HtBtHxSDpa0

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Value StoriesThe core values of

your business or organization

Why you do what you do?

What are you passionate about?

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Creation StoriesWhy you

startedWhat was the

problemStory of the

founder(s)The real WHY

you exist

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Improvement Stories Express resiliencyShow that your

business is always trying to improve

Mistakes, lessons learned

Reference: http://www.thegoodmancenter.com

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Success StoriesHow are you solving problems for your

customers?How are you making their lives better?What would happen if you didn’t exist?

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Where To Find Stories?Create them!They are everywhere! Everyone is

responsible. NO silos! Get on the front lines.Interview customers.Interview staff.

http://www.ge.com/stories

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Everyone Has A Story

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Be SystematicCollect stories & story ideas.Save your stories & ideas in a virtual Story

Bank.Use Dropbox, Google Drive, Basecamp.Whatever you use – make sure it is accessible.Form a Storytelling Committee. Figure out a way to start thinking like a

reporter.How can you use your smart phone, tablet,

GoPro, flip camera?

Empower OthersYou cannot do it alone. Period.

Hold a staff meeting to train on storytelling.

Change the culture – have an email listserv

or start staff meetings with an exchange of stories.

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Mine The Gold“Think of the story itself as gold. You mine

the gold, capture the story. Then you bring it back to your office and

you need to pound that gold into different shapes and sizes depending on whom you’re talking to, or also where you’re telling it.” ~ Andy Goodman

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Channels for StorytellingWebsiteBlogsEmail newslettersPublications Social media Public speaking, community educationUser-generated – how can you encourage

your online community to share their stories?

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Go MultichannelDon’t put all your eggs in one basket! Think about the channel. Be where your customers are, not where

you want them to be.

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Storytelling With Social Media BootcampOne day intensive workshop on using

storytelling and social media to grow your business with Julia Campbell

Friday, October 17, 9 AM – 2 PM, UMass Boston

Maximum size is 20 participants.Regular price is $199 – But Social Media

Night attendees get a discount price of $149!!!

Hosted by the Digital Media & Marketing Institute Boston LLC.

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Learning Activity10 minutes: Choose a partner – NOT someone familiar with your

product, service or company. Pick a story that you want to share. Pick a channel to share it on. Share with your partner and provide feedback. 5 minutes: If you can share it right now, share it! If you can’t share it right now, schedule a time in your

calendar to capture the story and share it. Tag #umbsocial. 10 minutes: Select pairs will report back to the entire group.

#umbsocial @JuliaCSocia

Storytelling With Social Media BootcampOne day intensive workshop on using

storytelling and social media to grow your business with Julia Campbell

Friday, October 17, 9 AM – 2 PM, UMass Boston

Maximum size is 20 participants.Regular price is $199 – But Social Media

Night attendees get a discount price of $149!!!

Hosted by the Digital Media & Marketing Institute Boston LLC.