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Storytelling webinar

Storytelling webinar



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Georgy Cohen, Founder and Principal at Crosstown Digital Communications and Fred Bals, Manager of Customer Programs at Ektron who will discuss how stories can make your content more effective, meaningful and engaging.

Learn how to build compelling storytelling into your content, using a range of content types and tactics. Topics to be covered include an explanation of storytelling and why it is important, a breakdown of the components of a story, why stories are effective, how to integrate storytelling into your content (including examples) and different approaches to storytelling.



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  • A little on the mechanics. Bullet #2 is self-evident. I’m going to talk about bullets #1 and #3 in more detail in the next two slides
  • How do you find people with great stories?It depends on the story you’re trying to tell. Customer? Internal (support/services, HR, etc.)? Partner? I’m focused on customers and partners.A little bit here about the GCP, EIC and MVP programs as great vehicles to find a develop customer stories.Techies will tell you the tech story, biz people will tell you the biz story. Execs may talk about anything  Point is the second sentence, you’re always better off having more than one voice telling the story
  • Always let the story tell itself. Don’t try to package it into the story you wantEnthusiasm is contagious. Most people want to tell their story and everyone is always the Hero of their own story, whether they realize it or not. Your job is to listen and guide the conversation based on what you’re hearingI know I have a great story when it’s not the story I anticipatedOne of the unexpected consequences of hearing customer/partner stories is sometimes hearing the problems they’re having with your products/services. Appreciate their honesty, document the problem and get that intel to the right people in your org for resolutionOne of the reasons I record interviews is so I can listen and figure out the story rather than having to take notes
  • A recent example of Ektron storytelling in action – HobbyTownRecruited them for client profile as part of overall GCP strategyMajor benefit to GCP was my getting access to senior technical and business people, including Director of Web Development and Business Intelligence, Director of Marketing and PresidentSeemed pretty basic story before the interview. I was dead wrong.
  • I though the story was an Ektron e-Commerce implementation, and from a features standpoint and a parochial Ektron viewpoint it was.But there’s a zillion of those types of stories and bottom line it’s not all that interesting. How to differentiate?Talking to the customer, I found out. It wasn’t about an e-Commerce implementation. It was about connecting HobbyTown customers in-store and on-line experiencesHT wanted to keep the personality of the local franchise but extend their reach out to the Web
  • … and there was my story. Rather than a feature list of e-Commerce functions – as important as those features are – from the customer’s perspective what’s super-important are the benefits they’re realizing:Unique pages reflecting local stores personality and maintaining the HT brandTight connection between the in-store and online experience making a seamless experience for customersWhen you can, always get metrics: HT’s conversions increased by 42 percentObviously sometimes you can’t get metrics. But you won’t know unless you ask
  • I try to focus on content rather than delivery mechanism until I finish the story. But once the story is approved, it’s time to get it out to every channel available. Ektron classically takes a story and publishes it…On social media (FB, Twitter, LinkedIn) with links back to the primary content as a web page and PDFAs a media releaseIn the Ektron community as a blog post. Ektron isn’t the only one telling great stories in our Community. We have customers, partners and other thought leaders providing interesting, relevant content to the Ektron communityOn our YouTube channel, EktronTV, when we have the option of doing the video interview. I’ll be doing a video featuring HT later this yearOn Slideshare which I commend to your attention if you’re not using it. We create a brief 3-4 PPT of the story, get it on SlideShare, and embed it on appropriate pages on the Ektron site. If you look carefully, you’ll see the HT story has seen over 1,000 views in the past three weeks
  • To wind up, here’s two interesting sites Ektron is using to help us tell stories…Short blurb on both, maybe have Erick mention EIC.

Storytelling webinar Storytelling webinar Presentation Transcript

  • Storytelling Tips forDigital Marketing Teams #EktronStories Comments, Questions & Answers
  • Speakers Georgy Cohen Founder and Principal of Crosstown Digital Communications Fred Bals Manager, Customer Programs at Ektron Erick Mott VP, Global Community Practice at Ektron#EktronStories
  • Agenda• Highlight new research from The Community Roundtable• Discuss why storytelling is necessary• Define the structure of a story• Cover how to: o Create influential content to achieve business goals o Integrate storytelling into all digital marketing efforts o Support a narrative across website, email, social and mobile• Recommend 5 things to do #EktronStories
  • About EktronEktron empowers organizations to fully realize their digital marketingpotential by connecting content to revenue■ Founded in 1998■ Headquarters in Nashua, NH ■ Worldwide Offices in Australia, Canada, and the United Kingdom ■ Regional Offices in Denver, Richmond and San Francisco■ 200+ Employees■ Over 3,700 customers and 12,000 sites including Dell, Fairmont Raffles Hotels International, Las Vegas Sands, Microsoft, and NASDAQ WEB CONTENT MARKETING SOCIAL COLLABORATION DIGITAL MANAGEMENT OPTIMIZATION & COMMUNITY EXPERIENCE HUB
  • New research…http://www.slideshare.net/rhappe/2012-state-of-community-management-12162160 #EktronStories
  • #EktronStories
  • GCP strategy & EIC initiative http://www.ektron.com/erickmottblog/#EktronStories
  • C.C. Chapman: “Storyteller in Residence”“ Stories are more than what is found between the pages of our children’s books. Stories are powerful messages that when done right can deliver amazing results for you and your company. http://www.cc-chapman.com/2011/storyteller-in-residence/
  • Why is storytelling important?#EktronStories
  • Storytelling is an act ofcommunity, sharingvalues and knowledgehttp://www.flickr.com/photos/jasonpratt/4807746068/
  • Stories draw strength from the number of people who share them.http://www.flickr.com/photos/turneround/5398112759/
  • Stories are universal
  • National Storytelling Network“ Storytelling is the interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener’s imagination. www.storynet.org/resources/whatisstorytelling.html
  • (Some random site)“ A story is the graphing of a characters emotional experience from the moment it begins to its logical conclusion. http://members.fortunecity.com/nadabs/literature-storystructure.html
  • What is the structure of a story?#EktronStories
  • The structure of a story: • Setting • Characters • Conflict • Resolution
  • story arc (n.)“ A story arc is an extended or continuing storyline in episodic storytelling media … The purpose of a story arc is to move a character or a situation from one state to another; in other words, to effect change. http://en.wikipedia.org/wiki/Story_arc
  • What makes stories effective and influential?#EktronStories
  • Erin Kissane,The Elements ofContent Strategy“ For anyone who communicates as a profession, stories are the ultimate hack.
  • We see in stories.http://www.flickr.com/photos/turneround/5398112759/
  • We see ourselves in stories.http://www.flickr.com/photos/turneround/5398112759/
  • Lessons of The Like Log“ The best stories — the most inherently share-worthy stories — are the ones for which it would be almost weird to email them to someone — or tweet them to someone, or whatever — without an introductory “WOW” or “WHOA” or “WTF.” http://www.niemanlab.org/2011/03/lessons-of-the-like-log-the-big-story-and-the-nuances-of-shareability/
  • 4 qualities of Facebook‟s most- shared stories“ 1. Useful, amazing or opinionated 2. Short, grabby headline 3. Most stories are targeted more to women than men 4. All stories are from major news organizations with good-sized FB pages (reach matters) http://www.lostremote.com/2011/11/29/4-qualities-of-facebooks-most-shared-stories/
  • Shareability index for news releases“ …Releases with the elements of a good news story—a little drama, a person fighting for what is right, a villain—have scores four to five times higher than those about the success of a program, he says. http://chronicle.com/article/Colleges-Rehab-Their-Web-Sites/127170/
  • Storytelling and Branding“ 1. Employees must believe and „own‟ the story as they will ultimately be the ones to represent the companys brand values. 2. Successful advertising delivers meaningful messages about the brand, often in sequence, taking the message’s recipients on a journey.
  • Storytelling and Branding“ 3. There is a constant need to adapt a story in a fast-paced society where change is inevitable. 3. A successful brand character can adopt human qualities that allow it to engage with an audience on an emotional level. http://www.the-storytellers.com/blog/217
  • How can we use stories to achieve business goals?#EktronStories
  • Daniel Pink,A Whole New Mind“ [Story] is becoming a key way for individuals and entrepreneurs to distinguish their goods and services in a crowded marketplace.
  • “Why We Need Storytellers at the Heart of Product Development”“ In a world where consumers are inundated with choices, products that want to be noticed and adopted must be rooted in the why. http://uxmag.com/strategy/why-we-need-storytellers-at-the-heart-of-product-development
  • http://www.ishmaelscorner.com/2012/03/27/aligning-business-storytelling-with-what-the-media-values/
  • How can we use storiesto achieve business goals?1. Know the story you want to tell2. Know who you’re talking to3. Capture experiences and moments4. Be relevant5. Show impact and purpose6. Explain and demystify7. Celebrate the unsung heroes8. Be yourself
  • How do we build a multichannel narrative?#EktronStories
  • How do we build amultichannel narrative?1. Keep your message consistent2. Pick your channelscarefully, considering how they bestsupport your story and inform one another3. Your website is the hub of your story
  • • Style guide • Message architecturehttp://www.flickr.com/photos/billjacobus1/132069821/
  • How do we bring our community into the storytelling process?#EktronStories
  • How do we bring our communityinto the storytelling process?1. Listen2. Curate3. Acknowledge and celebrate4. Build relationships
  • Chris Brogan: “Your Customers Are Always the Story”“ How can you make the story be about the customer? Easy. Find customers that use your product and love it. Seek testimonials. Find ways to make interesting things happen. http://www.chrisbrogan.com/your-customers-are-always-the-story/
  • Examples#EktronStories
  • Fred Bals, Manager, Customer Programs Some Basics of Storytelling • How do you find people with great stories? • Unless you’re a note-taker par excellence, record theYou’re the Storyteller, not the interview and get a transcript Story • Be prepared to pivot: the story you hear is often not the story you expected #EktronStories
  • Some Basics of Storytelling • Sales, Services/Support, Internal Evangelists, Partners and even other Customers • Strategies/programs such as Ektron’s Global CommunityFinding the Right Practice, “Inner Circle” and “MVP” are great ways to find great People storieswith Great Stories • “All problems look like nails to a hammer” – people will tell stories from their own perspective. Try to get more than one voice telling the story #EktronStories
  • Some Basics of Storytelling • Let them tell their story, even if it’s not the story you expected… or thought you wanted • Listen, listen, listenBe Prepared to Pivot • Bad news is also good intel • Did I mention, “Listen, listen, listen”? #EktronStories
  • HobbyTown USA • A leader in the retail hobby industry with 170 franchises in the US • Came to Ektron in 2011 for e-Commerce implementationBe Prepared to Pivot • Felt like pretty basic story on first blush – brand profile pages, individual store pages, integration with third-party tax software #EktronStories
  • HobbyTown USA®: Making the Connection between In-Store and Online Experience www.ektron. com #Ektron
  • HobbyTown USA®: Making the Connection between In-Store and Online Experience • A conversion rate increase of 42 percent against the same period a year before • Stores have control of their own online marketing to promote events and sales • Customers can see product availability and pricing from their local store, purchase online, and choose an in-store pick-upThe Story • When items aren’t available locally, HobbyTown can leverage distributor inventories to fulfill customer orders • You can read the full story at ektron.com – Case Studies #EktronStories
  • Once You Have the Content, Use Every Channel to Tell the Story#EktronStories
  • Two Interesting Resources for Storytellerswww.influitive.com – AdvocateHub: Create challenges tailored to yourspecific needs - testimonials, case studies, reference calls, social participation,or almost anything else you can imagine. Let your advocates help you on theirterms, by selecting the challenges most interesting to them.www.inboundwriter.com – InboundWriter: Whether you are writing a blogpost, updating a web site, creating a new landing page copy, or crafting a pressrelease, InboundWriter enables you to develop content that is more relevantand discoverable online. Caveat: Use with care. #EktronStories
  • http://www.swstir.com/
  • http://www.swstir.com/
  • http://armystrongstories.com/
  • http://mailchimp.com/about/customer-stories/
  • More: http://usefularts.us/2011/07/14/social-media-the-hartford/
  • More: http://www.psfk.com/2011/11/lays-vending-machine-lets-you-put-in-potatoes-and-get-a-bag-of-chips.html
  • http://www.emc.com/community/Source: http://www.ishmaelscorner.com/2011/02/07/if-you-build-it-they-generally-wont-come/
  • http://fieldnotesbrand.com/redblooded/
  • http://stories.harvard.edu/
  • http://sites.tufts.edu/jumble
  • http://now.tufts.edu/
  • http://www.tufts.edu/home/feature/?p=LGBT
  • http://www.youtube.com/watch?feature=player_embedded&v=e5NgG5koPZU
  • http://www.youtube.com/watch?feature=player_embedded&v=EyeV1RBrQQE
  • https://www.facebook.com/GLAADSource: http://www.socialbrite.org/2012/03/29/what-story-should-you-tell-in-facebook-timeline/
  • https://www.facebook.com/livestrong/Source: http://www.socialbrite.org/2012/03/29/what-story-should-you-tell-in-facebook-timeline/
  • http://socialtimes.com/old-spice-duel_b71647, July 2011
  • A closing thought http://www.flickr.com/photos/jennaddenda/2879915171/
  • A closing thought “Give me a story that just makes me unreasonably vigilant. Keep me up till five only because all your stars are out, and for no other reason.”
  • 5 Things to Do1. Read the new Community Roundtable report2. Think about what you want people to feel and do3. Listen and be attentive to your community4. Look into Influitive.com and InboundWriter.com5. Take existing stories and repurpose the content for other channels #EktronStories
  • Thank You Georgy Cohen www.takethecrosstown.com @radiofreegeorgy & @crosstowncomm Fred Bals www.ektron.com/fredbalsblog/ @ektron & @fredatektron Erick Mott www.ektron.com/erickmottblog/ @ektron & @creatorbase#EktronStories