The
ART of
(BRAND)
Storytelling
Dawn Pick Benson
@GRbrandcontent
Saturday, September 14, 13
PRSA - West Michigan
Nonprofit Workshop
September 12, 2013
Grand Rapids, Michigan
Saturday, September 14, 13
My story.
Saturday, September 14, 13
takomabibelot
Saturday, September 14, 13
Saturday, September 14, 13
Saturday, September 14, 13
Saturday, September 14, 13
Saturday, September 14, 13
Saturday, September 14, 13
Saturday, September 14, 13
Saturday, September 14, 13
photo credit: Mike
Greenville
Saturday, September 14, 13
Why is storytelling
important?
Saturday, September 14, 13
When facts become widely
available and instantly accessible,
each one becomes less valuable.
What begins to matter more is...
Stories provide
understanding.
Saturday, September 14, 13
“Humans are not
ideally set up to
understand logic;
they are ideally set
up to understand
stories.”
- Roger C. Schank,
Cog...
Stories provide meaning.
Saturday, September 14, 13
“ T h e s t o r y — f r o m
Rumplestiltskin to War
and Peace — is one of the
basic tools invented by
the human mind for th...
Stories are how we
remember.
Saturday, September 14, 13
Saturday, September 14, 13
Stories distinguish you in
a crowded marketplace.
Saturday, September 14, 13
Saturday, September 14, 13
'Oh Sweet Lorraine,'
Saturday, September 14, 13
'Oh Sweet Lorraine,'
Saturday, September 14, 13
Move people
Inspire others
Change lives
Saturday, September 14, 13
Saturday, September 14, 13
Stories are powerful.
Saturday, September 14, 13
Since 1886,
Ouachita has
been challenging
young men and
women to be
Difference
Makers.
Ouachita alumni,
students, faculty,...
Saturday, September 14, 13
“There isn’t anyone
you can’t learn to love
once you’ve heard
their story.”
Saturday, September 14, 13
We all have stories like this to tell.
Saturday, September 14, 13
Saturday, September 14, 13
Saturday, September 14, 13
Telling them,
and doing it well,
isn’t easy.
Saturday, September 14, 13
Time
Resources Targeted messaging
Channels: Facebook? Website? Monthly
newsletter (print and/or digital)?
Pinterest?
Choos...
BUT,
it can make a difference
between passive — and
passionate — donors, volunteers
and friends.
Saturday, September 14, 13
Telling them well
Planning &
Execution
ResearchFinding the right stories
Two Challenges
Saturday, September 14, 13
Understand your audience’s
emotional journey.
Key to finding the right
stories
Saturday, September 14, 13
Saturday, September 14, 13
http://www.digiday.com/brands/4-ways-brands-can-plan-for-content-success/
“Go and spend time with those
audiences, underst...
A single story is incomplete.
It makes one story become the only story.
http://blog.ted.com/2009/10/07/the_danger_of_a/
Sa...
Understand your audience’s
emotional journey.
Key to finding the
right stories
Saturday, September 14, 13
Telling them well Planning &
Execution
Two Challenges
ResearchFinding the right stories
Saturday, September 14, 13
Find your role in their journey.
Telling stories well
Saturday, September 14, 13
Consistent
Channel-
Specific
Compelling
Telling Stories Well
Saturday, September 14, 13
Worth sharing
Connects emotionally
Answers the question:
“Why does your organization matter?”
Compelling
Saturday, Septemb...
“... Understand not only where your
customer will be exposed to your
message, but what his or her
emotional state will be ...
Telling a consistent story across
channels, no matter where your
message is delivered.
Consistent
Saturday, September 14, ...
“Being consistent – whether it’s in
your terminology, your tone of voice,
or the way you present information –
is one of t...
“Inconsistencies degrade
the power of story and
cause mistrust.”
- Melinda Partin, CEO and co-founder of Worktank
htt//www...
Saturday, September 14, 13
http://www.contentmarketinginstitute.com/wp-content/uploads/2011/12/B2B_Content_Marketing_2012.pdf
You’re not alone!
Satur...
Saturday, September 14, 13
The 4-letter word:
PLAN
(aka strategy)
Saturday, September 14, 13
“When you add a content
strategist at the end of
your process, it’s like
designing a book jacket,
creating the binding and...
Saturday, September 14, 13
Saturday, September 14, 13
Content strategy defines how you’ll use your
content to meet organizational goals
AND satisfy audience needs.
Saturday, Sep...
Sets the long-term direction for all
your content-related initiatives.
Ensures all activities work together
toward the sam...
“True content
strategy is about
more than good
writing... It’s a
process that
facilitates the
development
of good
content....
• Who is your audience?
• What key messages do you need to communicate? Why?
• What do they need to remember?
• What do yo...
Other key process questions
• Who will create it? Edit it? Approve it? (workflow)
• When will we publish it? (content calen...
A few suggestions
Consider your key content objectives & develop
corresponding tactics for each.
Look for upcoming events ...
Let’s try it.
Saturday, September 14, 13
First, understand your audience’s
emotional journey.
Finding the right
stories
Saturday, September 14, 13
Then, find your role in their journey.
Telling the stories
well
Saturday, September 14, 13
Every brand has a story to tell.
And telling it well can make the difference between
passive and passionate stakeholders.
...
If stories come to you, care for them.
And learn to give them away where
they are needed.
Sometimes a person needs a story...
Thank you!
Saturday, September 14, 13
Dawn Pick Benson
@GRbrandcontent
dpb@dawnpickbenson.com
Saturday, September 14, 13
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The (Art) of Brand Storytelling - PRSA West Michigan Nonprofit Workshop

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Every brand has a story to tell. Telling the right stories - and telling them well - can make the difference between passive and passionate donors, volunteers and friends.

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The (Art) of Brand Storytelling - PRSA West Michigan Nonprofit Workshop

  1. 1. The ART of (BRAND) Storytelling Dawn Pick Benson @GRbrandcontent Saturday, September 14, 13
  2. 2. PRSA - West Michigan Nonprofit Workshop September 12, 2013 Grand Rapids, Michigan Saturday, September 14, 13
  3. 3. My story. Saturday, September 14, 13
  4. 4. takomabibelot Saturday, September 14, 13
  5. 5. Saturday, September 14, 13
  6. 6. Saturday, September 14, 13
  7. 7. Saturday, September 14, 13
  8. 8. Saturday, September 14, 13
  9. 9. Saturday, September 14, 13
  10. 10. Saturday, September 14, 13
  11. 11. Saturday, September 14, 13
  12. 12. photo credit: Mike Greenville Saturday, September 14, 13
  13. 13. Why is storytelling important? Saturday, September 14, 13
  14. 14. When facts become widely available and instantly accessible, each one becomes less valuable. What begins to matter more is the ability to place facts in context and deliver them with emotional impact. The essence of story: Context enriched by emotion. Saturday, September 14, 13
  15. 15. Stories provide understanding. Saturday, September 14, 13
  16. 16. “Humans are not ideally set up to understand logic; they are ideally set up to understand stories.” - Roger C. Schank, Cognitive Scientist Saturday, September 14, 13
  17. 17. Stories provide meaning. Saturday, September 14, 13
  18. 18. “ T h e s t o r y — f r o m Rumplestiltskin to War and Peace — is one of the basic tools invented by the human mind for the purpose of understanding. There have been great societies that did not use the wheel, but there have been no societies that did not tell stories.” - Ursula K. Le Guin http://www.trekearth.com/gallery/Asia/India/East/Orissa/Konark/photo1335152.htm Saturday, September 14, 13
  19. 19. Stories are how we remember. Saturday, September 14, 13
  20. 20. Saturday, September 14, 13
  21. 21. Stories distinguish you in a crowded marketplace. Saturday, September 14, 13
  22. 22. Saturday, September 14, 13
  23. 23. 'Oh Sweet Lorraine,' Saturday, September 14, 13
  24. 24. 'Oh Sweet Lorraine,' Saturday, September 14, 13
  25. 25. Move people Inspire others Change lives Saturday, September 14, 13
  26. 26. Saturday, September 14, 13
  27. 27. Stories are powerful. Saturday, September 14, 13
  28. 28. Since 1886, Ouachita has been challenging young men and women to be Difference Makers. Ouachita alumni, students, faculty, and staff are making a difference today as: • Governors • University Presidents • Teachers • Business Leaders • Engineers Saturday, September 14, 13
  29. 29. Saturday, September 14, 13
  30. 30. “There isn’t anyone you can’t learn to love once you’ve heard their story.” Saturday, September 14, 13
  31. 31. We all have stories like this to tell. Saturday, September 14, 13
  32. 32. Saturday, September 14, 13
  33. 33. Saturday, September 14, 13
  34. 34. Telling them, and doing it well, isn’t easy. Saturday, September 14, 13
  35. 35. Time Resources Targeted messaging Channels: Facebook? Website? Monthly newsletter (print and/or digital)? Pinterest? Choosing the best stories Finding them Cooperation across departments Saturday, September 14, 13
  36. 36. BUT, it can make a difference between passive — and passionate — donors, volunteers and friends. Saturday, September 14, 13
  37. 37. Telling them well Planning & Execution ResearchFinding the right stories Two Challenges Saturday, September 14, 13
  38. 38. Understand your audience’s emotional journey. Key to finding the right stories Saturday, September 14, 13
  39. 39. Saturday, September 14, 13
  40. 40. http://www.digiday.com/brands/4-ways-brands-can-plan-for-content-success/ “Go and spend time with those audiences, understand how they work and build an experience built around how they operate, built with them in mind.” - Katrina Craigwell, General Electric’s digital marketing manager Saturday, September 14, 13
  41. 41. A single story is incomplete. It makes one story become the only story. http://blog.ted.com/2009/10/07/the_danger_of_a/ Saturday, September 14, 13
  42. 42. Understand your audience’s emotional journey. Key to finding the right stories Saturday, September 14, 13
  43. 43. Telling them well Planning & Execution Two Challenges ResearchFinding the right stories Saturday, September 14, 13
  44. 44. Find your role in their journey. Telling stories well Saturday, September 14, 13
  45. 45. Consistent Channel- Specific Compelling Telling Stories Well Saturday, September 14, 13
  46. 46. Worth sharing Connects emotionally Answers the question: “Why does your organization matter?” Compelling Saturday, September 14, 13
  47. 47. “... Understand not only where your customer will be exposed to your message, but what his or her emotional state will be when engaged with that media.” - Fast Company, Melinda Partin, CEO and co-founder of Worktank Channel- specific Saturday, September 14, 13
  48. 48. Telling a consistent story across channels, no matter where your message is delivered. Consistent Saturday, September 14, 13
  49. 49. “Being consistent – whether it’s in your terminology, your tone of voice, or the way you present information – is one of the keys to building trust. And trust is key to any content marketing program because it builds loyalty and brand recognition.” - Andrew Kaufman,“The Case for Content Strategy” http://www.brightercollective.com/content-strategy/the-case-for-content-strategy/ Saturday, September 14, 13
  50. 50. “Inconsistencies degrade the power of story and cause mistrust.” - Melinda Partin, CEO and co-founder of Worktank htt//www.fastcompany.com/1315306/brand-storytelling-connecting-your-audience Saturday, September 14, 13
  51. 51. Saturday, September 14, 13
  52. 52. http://www.contentmarketinginstitute.com/wp-content/uploads/2011/12/B2B_Content_Marketing_2012.pdf You’re not alone! Saturday, September 14, 13
  53. 53. Saturday, September 14, 13
  54. 54. The 4-letter word: PLAN (aka strategy) Saturday, September 14, 13
  55. 55. “When you add a content strategist at the end of your process, it’s like designing a book jacket, creating the binding and the PR campaign... ...before you’ve even written the novel, devised the chapters, thought of the way your story will be told.” - Margit Detweiler “4 Ways Brands Can Plan for Content Success” http://www.digiday.com/brands/4-ways-brands-can-plan-for-content-success/ Saturday, September 14, 13
  56. 56. Saturday, September 14, 13
  57. 57. Saturday, September 14, 13
  58. 58. Content strategy defines how you’ll use your content to meet organizational goals AND satisfy audience needs. Saturday, September 14, 13
  59. 59. Sets the long-term direction for all your content-related initiatives. Ensures all activities work together toward the same goal. Saturday, September 14, 13
  60. 60. “True content strategy is about more than good writing... It’s a process that facilitates the development of good content.” - Andrew Kaufman,“The Case for Content Strategy” http://www.brightercollective.com/content-strategy/ the-case-for-content-strategy/ Saturday, September 14, 13
  61. 61. • Who is your audience? • What key messages do you need to communicate? Why? • What do they need to remember? • What do you want them to do? (objectives, call-to- action) • What are the best formats to communicate your message (how-to articles, newsletters, videos, etc.)? • What are the best channels to communicate to them? So, Before you begin design ... Saturday, September 14, 13
  62. 62. Other key process questions • Who will create it? Edit it? Approve it? (workflow) • When will we publish it? (content calendar) • Where will we publish it? • Why is it important to publish it? • How are we promoting it once it’s published? • How are key content decisions made? Who should make them? (governance) source: Meet Content Saturday, September 14, 13
  63. 63. A few suggestions Consider your key content objectives & develop corresponding tactics for each. Look for upcoming events & opportunities for meeting these objectives. Intentionally seek out stories that speak to your audience’s emotional journey. Develop a content calendar - make a plan for telling your stories well! Saturday, September 14, 13
  64. 64. Let’s try it. Saturday, September 14, 13
  65. 65. First, understand your audience’s emotional journey. Finding the right stories Saturday, September 14, 13
  66. 66. Then, find your role in their journey. Telling the stories well Saturday, September 14, 13
  67. 67. Every brand has a story to tell. And telling it well can make the difference between passive and passionate stakeholders. Saturday, September 14, 13
  68. 68. If stories come to you, care for them. And learn to give them away where they are needed. Sometimes a person needs a story more than food to stay alive.” - Barry Lopez, author of Arctic Dreams Saturday, September 14, 13
  69. 69. Thank you! Saturday, September 14, 13
  70. 70. Dawn Pick Benson @GRbrandcontent dpb@dawnpickbenson.com Saturday, September 14, 13

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