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Joy of Conversation

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Conversation is the new currency. An excerpt from Storyworks: How Stories Can Advance Your Business, Cause and Career.

Conversation is the new currency. An excerpt from Storyworks: How Stories Can Advance Your Business, Cause and Career.

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  • 1. 1
  • 2. AN EXCERPT FROM:H O W S TO R I E S C A N A D VA N C E YO U R B U S I N E S S , C A U S E A N D C A R E E R .SHARLENE SONESW W W. B R A N D S TO R I A .CO MCOPYRIGHT 2012 BY SHARLENE SONES/BRANDSTORIA PRESS
  • 3. AS BRAND CHEF WE’RE CALLED TO S E T T H E TA B L E & SERVE A Feast T H I S R E Q U I R E S A D I F F E R E N T T W I S T O N S O M E FA M I L I A R INGREDIENTS & METHODS OF “COOKING”3
  • 4. that connects people to eachother through conversation 4
  • 5. GUIDING PREMISE: PEOPLE, E S P E C I A L LY M I L L E N I A L S , D O N ’ T WA N T TO : “like you” FRIEND OR TWEET ABOUT YOU...5
  • 6. T H E Y WA N T A S P OT L I G H T O N T H E M S E LV E S THEIR OWN LIVES AND THOSE AROUND THEM. NOT SOMEBRAND TRYINGTO SELL THEM SOMETHING. 6
  • 7. NEW RECIPE: FOR BRAND SUCCESS F I R ST I N G R E D I E N T: Find the joy IN SHOWCASING other people’s story7
  • 8. YO U WO U L D N ’ T H O S T A D I N N E R PA RT Y A N D M O N O P O L I Z E T H E C O N V E R S AT I O N , W O U L D YO U ? Give your “guests”C E N T E R S TA G E , HIGHLIGHTING AN OPPORTUNITY to talk about themselves A IT’S NOT ABOUT YOU, IT’S ABOUT THEM B REQUIRES MOVING FROM BRAND-CENTRIC STORYTELLER TO A ROLE A S “ E N A B L E R ” O F C O N V E R S AT I O N C G I V I N G P E O P L E A P L AT F O R M TO S H A R E T H E I R S TO R Y 8
  • 9. HOW IT IS: TRADITIONAL “PUSH” M A R K E T I N G M I N D S E T. M E - F O C U S E D . B R O A D C A S T. INTRUSIVE. BRAND-FOCUSED. TA L K I N G AT: C O N F I R M I N G AN IDEA OR AGENDA. S O L I T A R Y/ I N D I V I D U A L . T H I N LY V E I L E D S E L L I N G .9
  • 10. W H ATCOULD BE:LEARNING & DEEP MEANING.“ G I F T.” C O L L A B O R AT I O N ,C R E AT I O N , “ S PA R K ” O F N E W I D E A S .R E L AT I O N S H I P. S H A R I N G .R E L AT I N G . R E A L LY H E A R I N G .S P E A K I N G W I T H , N OT AT.C O N N E C T I O N & E N G A G E M E N T. 10
  • 11. THE NEW CURRENCY IS Conversation11
  • 12. FINDING & EMPOWERING C O N V E R S AT I O N I S : A PRECURSOR TOR E L AT I O N S H I P B U I L D I N G A N D A N I M P O R TA N T INGREDIENT FORLEVERAGING TECHNOLOGY A S A R E A L-T I M E B R A N D I N G P L AT F O R M 12
  • 13. BUT DON’T CONFUSE THE MEDIUM WITH THE MESSENGER MARKETING IS ABOUT Relationships13
  • 14. MEET YOUR NEW HEADOF SOCIAL MEDIA: YOURCUSTOMER 14
  • 15. “ C O N V E R S AT I O N S A M O N G T H E MEMBERS OF YOUR MARKETPLACE happen whether you like it or not. GOOD MARKETING ENCOURAGES THE R I G H T S O R T O F C O N V E R S AT I O N S .” - SETH GODIN15
  • 16. BRAND STORIES AREC O N V E R SAT I O N S TA RT E R S T H AT FA C I L I TAT E S H A R I N G A N D C O N N E C T I O N 16
  • 17. GIVING PEOPLE S O M E T H I N G TO TA L K A B O U T successful brands: A H E L P FA C I L I TAT E S H A R I N G O F I D E A S B B U I L D C A PA B I L I T I E S I N L I S T E N I N G C A C T I V E LY G E N E R AT E C O N V E R S AT I O N17
  • 18. SKITTLES: MOB THE RAINBOWAs part of their “Experience the Rainbow” campaign, Skittles brings peopletogether to create flash mobs that deliver kindness and love, aka the “rainbowexperience,” to those who don’t ordinarily receive it.Their first effort: an outpouring of valentines to a parking enforcement officer.Encouraged by Skittles, fans sent over 40,000 valentines to the officer throughthe mail on their own or via the Skittles site.A great conversation starter with the focus on Skittles as enabler for randomacts of kindness. 18
  • 19. S TA R T L E V E R A G I N G YO U R S TO R Y GivePEOPLE ANOTHER REASON TO Care. 19
  • 20. ABOUT THE AUTHOR Sharlene Sones is a brand-building and marketing specialist that understands the power of a story to sell your product, advance an idea, communicate your value and point the way toward potential. As Founder of Brandstoria, Sharlene helps entrepreneurs and organizations tap into the heart of their brand. Her approach is rooted in experience launching hundreds of products in sports and entertainment, when she’d think about the strategy for a new product based on its fit with the larger story people held about the brand. Today, she connects this storytelling perspective with traditional branding practices that can surprise and delight in ways that matter. Over the past decade, Sharlene’s worked with and consulted to a wide range of agencies, organizations and global brands including Benetton Sportsystem, Spalding Sports Worldwide, LPGA, Tiffany & Co, University of Pennsylvania, Sigma Designs, IMS Health, Forefront Records, Barnes & Noble Collegiate, Womens Sports Foundation and more. She’s a frequent presenter of workshops and keynotes at conferences including Jeff Pulver’s BrandsConf, Reinvention Summit, and The Babson Forum on Entrepreneurship. When she’s not working on someone else’s story – she’s living out her own in Pennsylvania’s beautiful Lehigh Valley, or, as she refers to it, “the deep, deep, deep suburbs of NYC.” And while she’s put aside a single-engine airplane in favor of a bicycle, you can find Sharlene using power tools: creating something on a wood lathe (Bowl? Pen? Art?) or tackling a DIY home project. Sharlene earned her graduate degree in organizational dynamics from the University of Pennsylvania and holds a B.S. in management from Babson College, where she serves on the board of the Babson Alumni Association.20
  • 21. Thank You! BRANDSTORIA.COM21