The document summarizes Skype's shift to a storytelling marketing strategy. It details how Skype recognized the power of user stories to build emotional connections and relationships. Skype began prioritizing the collection and sharing of authentic user stories over traditional marketing messages. This included co-creating stories with users and aggregating existing user stories shared online. Skype also integrated storytelling into its overall marketing strategy, budgets, and measurement of success. The document provides the example campaign "Stay Together" to illustrate Skype's new strategic, integrated approach to storytelling.
How I got Jeff Bezos to sign my Kindle, and what it means for storytelling an...Hanson Hosein
Presented to the Seattle Interactive Conference 2013. Hanson Hosein is Director of the Communication Leadership graduate program at the University of Washington (www.cl.uw.edu). Public info session November 14 2013.
Stop Saying Viral - A Case for Spreadable MediaEva Hasson
This is a presentation about viral media. It was prepared as a workshop and draws heavily on the writings of people like:FARIS YAKOB, BUD CADDELL, MIKE ARAUZ, HELGE TENNO, HENRY JENKINS & ANA DOMB, NOUVE INTERPLAY and others. It essentially makes a case for the adoption of the term "spreadable media" when referring to viral. To know why, you will have to read on.
Every day brands create content with the hopes that it will "go viral". The prospect of a massive amount of earned media (i.e. free impressions) is provocative, but how realistic is it? In order to create content that people will share we must understand certain undeniable truths that are grounded in who we are as humans and how we interact with each other.
This presentation will uncover why, how, and when people share using psychological, neurological, and biological truths. I will then apply these truths to a simple set of principles that will help improve the likelihood that the content you are creating is more sharable. It might not go viral, but more people will see it.
See video from Austin here: https://www.youtube.com/watch?v=twe5KL84BCY
How can you become more relevant to your audience? You can start by moving away from feature/function/data conversations and toward effective storytelling. We hear statistics. We FEEL stories. It's how we're hardwired as humans.
How I got Jeff Bezos to sign my Kindle, and what it means for storytelling an...Hanson Hosein
Presented to the Seattle Interactive Conference 2013. Hanson Hosein is Director of the Communication Leadership graduate program at the University of Washington (www.cl.uw.edu). Public info session November 14 2013.
Stop Saying Viral - A Case for Spreadable MediaEva Hasson
This is a presentation about viral media. It was prepared as a workshop and draws heavily on the writings of people like:FARIS YAKOB, BUD CADDELL, MIKE ARAUZ, HELGE TENNO, HENRY JENKINS & ANA DOMB, NOUVE INTERPLAY and others. It essentially makes a case for the adoption of the term "spreadable media" when referring to viral. To know why, you will have to read on.
Every day brands create content with the hopes that it will "go viral". The prospect of a massive amount of earned media (i.e. free impressions) is provocative, but how realistic is it? In order to create content that people will share we must understand certain undeniable truths that are grounded in who we are as humans and how we interact with each other.
This presentation will uncover why, how, and when people share using psychological, neurological, and biological truths. I will then apply these truths to a simple set of principles that will help improve the likelihood that the content you are creating is more sharable. It might not go viral, but more people will see it.
See video from Austin here: https://www.youtube.com/watch?v=twe5KL84BCY
How can you become more relevant to your audience? You can start by moving away from feature/function/data conversations and toward effective storytelling. We hear statistics. We FEEL stories. It's how we're hardwired as humans.
Paul Amery. Skype has over 171 million registered users from all 4 corners of the globe. As a developer Skype can provide you with the tools to build you application, and help you market your application to the users. This session presents to you the global opportunity available to developers.
How SoundCloud is favoring social and engaging connected audio experience ? B...ACTUONDA
How SoundCloud is favoring social and engaging connected audio experience ?
Ben Fawkes
II Rencontres Radio 2.0 Paris-Latino 18 Oct @ Paris
Engagement et Valorisation
Suivez-nous aussi sur Twitter @radio_20 #radio20
sur Facebook : http://www.facebook.com/radio20paris/
et sur linkedin Groupe Radio 2.0
• Co-organisés par Actuonda, AdsRadios, INA Expert
• Partenaires institutionnels : Club des Annonceurs, Les Indés Radios, ESML, GESTE, SYROL, IAB France, Le Radio, Conseil National du Numérique, Cap Digital, RAIN Summit Europe, URTI
• Live Radio stream : Moustic, VizionR & Smartjog
• Sponsors Gold : Adswizz, Deezer, JFC Kantar, Saooti, VizionR, Yasound, Spotify, Médiamétrie, Radio France
• Partenaires média: La Lettre Pro de la Radio, OffreMedia, Radio World, Rain, RadioWorld, RadioPub, Edition Multimédia, Satellinet, Clubic, FrenchWeb, Influencia, Radioactu, Le Club Radio
Mobility Challengers - Presentation by Gero Graf, Managing Director of Drivy at the NOAH 2015 Conference in Berlin, Tempodrom on the 10th of June 2015.
Apple iPod's Promotional and Positioning Strategies.Kanik Vijay
The differential Promotional and Positioning Strategies adopted by Apple have been discussed. It is shown how iPod's introduced became a sensation in the market. The reasons for the SUCCESS of iPod's.
Got tired of being asked if I knew how to do "Product Management" or even the eternal question of "Road-maps" et al from recruiters. Here is the answer :)
Dispersion modelling for CO2 pipelines: Fit for purpose and best practice tec...Global CCS Institute
To highlight the research and achievements of Australian researchers, the Global CCS Institute with ANLEC R&D will hold a series of webinars throughout 2016. Each webinar will highlight a specific ANLEC R&D research project and the relevant report found on the Institute’s website. This is the fourth webinar of the series, which focused on the development of standards and regulations for CO2 pipelines for future CCS projects. This webinar discussed best practice pipeline design for CO2 pipelines, with particular reference to risk assessment requirements.
This presentation introduced a report that was prepared to inform the future development of CO2 pipelines in Australia, as part of integrated CO2 capture and storage infrastructure. This project was undertaken to provide guidance on best practice for the use of CO2 dispersion modelling within the context of the Australian pipeline design standard. The project deliverable was a comprehensive report that provides guidance on the current international best practice in modelling CO2 dispersion, and identifies appropriate, fit-for-purpose modelling tools that can be used at different stages in the pipeline design process. One of the main conclusions from this project was that sufficient information and modelling tools are available to allow a new CO2 pipeline to be designed in accordance with Australian Standard 2885.
This webinar was presented by Phil Johnson from Sherpa Consulting.
Sharing Economy - Presentation by Paulin Dementhon, Founder & CEO of Drivy at the NOAH Conference London 2016, Old Billingsgate on the 10th of November 2016.
Experiences and outcomes of STORIES.COOP, the first digital campaign to choose the storytelling tradition as a way of communicating the cooperative experience to the general public.
An initiative of ICA (International Co-operative Alliance) and Euricse (European Research Institute on Cooperative and Social Enterprises)
The slideshow has been presented during 2013 ICA general Assembly in Cape Town, 3 nov.
Browse, Connect, Share, Inspire: www.stories.coop
Paul Amery. Skype has over 171 million registered users from all 4 corners of the globe. As a developer Skype can provide you with the tools to build you application, and help you market your application to the users. This session presents to you the global opportunity available to developers.
How SoundCloud is favoring social and engaging connected audio experience ? B...ACTUONDA
How SoundCloud is favoring social and engaging connected audio experience ?
Ben Fawkes
II Rencontres Radio 2.0 Paris-Latino 18 Oct @ Paris
Engagement et Valorisation
Suivez-nous aussi sur Twitter @radio_20 #radio20
sur Facebook : http://www.facebook.com/radio20paris/
et sur linkedin Groupe Radio 2.0
• Co-organisés par Actuonda, AdsRadios, INA Expert
• Partenaires institutionnels : Club des Annonceurs, Les Indés Radios, ESML, GESTE, SYROL, IAB France, Le Radio, Conseil National du Numérique, Cap Digital, RAIN Summit Europe, URTI
• Live Radio stream : Moustic, VizionR & Smartjog
• Sponsors Gold : Adswizz, Deezer, JFC Kantar, Saooti, VizionR, Yasound, Spotify, Médiamétrie, Radio France
• Partenaires média: La Lettre Pro de la Radio, OffreMedia, Radio World, Rain, RadioWorld, RadioPub, Edition Multimédia, Satellinet, Clubic, FrenchWeb, Influencia, Radioactu, Le Club Radio
Mobility Challengers - Presentation by Gero Graf, Managing Director of Drivy at the NOAH 2015 Conference in Berlin, Tempodrom on the 10th of June 2015.
Apple iPod's Promotional and Positioning Strategies.Kanik Vijay
The differential Promotional and Positioning Strategies adopted by Apple have been discussed. It is shown how iPod's introduced became a sensation in the market. The reasons for the SUCCESS of iPod's.
Got tired of being asked if I knew how to do "Product Management" or even the eternal question of "Road-maps" et al from recruiters. Here is the answer :)
Dispersion modelling for CO2 pipelines: Fit for purpose and best practice tec...Global CCS Institute
To highlight the research and achievements of Australian researchers, the Global CCS Institute with ANLEC R&D will hold a series of webinars throughout 2016. Each webinar will highlight a specific ANLEC R&D research project and the relevant report found on the Institute’s website. This is the fourth webinar of the series, which focused on the development of standards and regulations for CO2 pipelines for future CCS projects. This webinar discussed best practice pipeline design for CO2 pipelines, with particular reference to risk assessment requirements.
This presentation introduced a report that was prepared to inform the future development of CO2 pipelines in Australia, as part of integrated CO2 capture and storage infrastructure. This project was undertaken to provide guidance on best practice for the use of CO2 dispersion modelling within the context of the Australian pipeline design standard. The project deliverable was a comprehensive report that provides guidance on the current international best practice in modelling CO2 dispersion, and identifies appropriate, fit-for-purpose modelling tools that can be used at different stages in the pipeline design process. One of the main conclusions from this project was that sufficient information and modelling tools are available to allow a new CO2 pipeline to be designed in accordance with Australian Standard 2885.
This webinar was presented by Phil Johnson from Sherpa Consulting.
Sharing Economy - Presentation by Paulin Dementhon, Founder & CEO of Drivy at the NOAH Conference London 2016, Old Billingsgate on the 10th of November 2016.
Experiences and outcomes of STORIES.COOP, the first digital campaign to choose the storytelling tradition as a way of communicating the cooperative experience to the general public.
An initiative of ICA (International Co-operative Alliance) and Euricse (European Research Institute on Cooperative and Social Enterprises)
The slideshow has been presented during 2013 ICA general Assembly in Cape Town, 3 nov.
Browse, Connect, Share, Inspire: www.stories.coop
Earlier this year, we launched the People’s Lab crowdsourcing platform and approach to help our clients crowdsource insights and innovation. People’s Lab forms the core of our distinctive insights and foresight approach, which consists of four elements: organic conversation analysis, MSLGROUP’s own insight communities, client-specific insights communities, and ethnographic deep dives into these communities. This four-part approach helps us distill a deep understanding of societal values, consumption behaviors and attitudes towards brands, not only in terms of insights that help explain our world today, but also foresights that give us a glimpse of future worlds.
As an example, 100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it — on the MSLGROUP Insights Network itself but also on the broader social web — to distill insights and foresights. We have been sharing these insights and foresights with you on our People’s Insights blog. Now, we have compiled the best insights from the network and the blog in the iPad-friendly People’s Insights Quarterly Magazine, as a showcase of our capabilities.
For more, see http://peopleslab.mslgroup.com.
Content Marketing Strategies Conference: Simon Kelly_keynotedlvr.it
The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.
Next-generation storytelling has arrived—and what we call content tomorrow might look vastly different than what your team has gotten a handle on creating today. We’ll dive into how brands are adapting to new forms of content consumption, whether that’s emojis, live-streams, memes, Virtual Reality, or drones.
A presentation that explains the what, why and how of storytelling in business. It's an expanded version of the presentation that I gave at the Digital Marketing for Business Conference in Raleigh, NC in 2013.
Business Storytelling by Cynthia Hartwig of Two PensCynthia Hartwig
Anyone familiar with the Bible and Aesop’s fables already knows that stories are the oldest persuasive tool since the dawn of time. And now everybody from the The Wall Street Journal to LinkedIn is saying that storytelling will be the number one business skill needed in the next five years. That’s why you should run, don’t walk, to see the hands-on business storytelling workshop with Cynthia Hartwig, fiction writer and co-founder of Two Pens.
Over the course of her career in advertising and social media, Cynthia Hartwig has honed the act of telling stories into a fun and practical art. She’ll lead you in a series of practice-makes-perfect exercises that will help you to persuade, excite, sell and sway people to your point of view.
You’ll see how stories can be used in all kinds of business settings to communicate and connect with employees, customers, colleagues, partners, suppliers, and the media.
You’ll learn the mechanics of telling a story with a beginning that hooks you, to a middle that builds tension, to a satisfying end.
You’ll learn how to weave rich information (even numbers) with personal insights and emotional power and then experience the thrill of having an audience remember what you’ve said. Many writing exercises are included to help you tap into the mind’s unique hard-wiring that can create a story out of almost any experience.
“Interactive narratives are informational and storytelling experiences designed and produced for the web. They leverage great design, visual journalism and rich-media content.” - interactivenarratives.org
To know more about E-Learning, visit http://www.knowledgeplatform.com/
020415 business storytelling by cynthia hartwigCynthia Hartwig
Anyone familiar with the Bible and Aesop’s fables already knows that stories are the oldest persuasive tool since the dawn of time. And now everybody from the The Wall Street Journal to LinkedIn is saying that storytelling will be the number one business skill needed in the next five years. That’s why you should run, don’t walk, to see the hands-on business storytelling workshop with Cynthia Hartwig, fiction writer and co-founder of Two Pens.
Over the course of her career in advertising and social media, Cynthia Hartwig has honed the act of telling stories into a fun and practical art. She’ll lead you in a series of practice-makes-perfect exercises that will help you to persuade, excite, sell and sway people to your point of view.
You’ll see how stories can be used in all kinds of business settings to communicate and connect with employees, customers, colleagues, partners, suppliers, and the media.
You’ll learn the mechanics of telling a story with a beginning that hooks you, to a middle that builds tension, to a satisfying end.
You’ll learn how to weave rich information (even numbers) with personal insights and emotional power and then experience the thrill of having an audience remember what you’ve said. Many writing exercises are included to help you tap into the mind’s unique hard-wiring that can create a story out of almost any experience.
From this presentation, attendees will take away:
1) The concept of story and the importance of jargon-free effective storytelling to demonstrate what responsible tourism is and why it matters, and how it enhances a traveler's experience.
2) Why story is crucial in differentiating your offering, educating consumers and convincing them to act and purchase.
3) Specific social media storytelling strategies, platforms, and tools that enable exposure, engagement and brand advocacy.
The Evolution of Marketing and CommunicationTara Mahady
Social media didn't just happen. We've evolved into a culture that demands immediate, transparent, and authentic communication. We desire this not only with each other, but with the companies and brands with which we affiliate. Understanding how we arrived at this place, and how marketing and communication has evolved helps us understand the context as we move forward.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
2. Prologue
Once upon a time,
there was a man called Denis.
Denis lived in a beautiful country called Uganda, which was rich with
color and sunshine, but in the grip of a terrible war. One day Denis said
goodbye to his family and embarked on a journey to a faraway land called
Pennsylvania, to seek out a brighter future for them all. But although
he had begun a promising new chapter in his life, Denis found himself
constantly haunted by the memory of the young son he had left behind.
2
3. Chapter One
Human Stories
“After nourishment, shelter and
companionship, stories are the
thing we need most in the world”
— Philip Pullman CBE
British novelist
Each one of us is a story. Every concept that gives meaning to our lives time, science, art, love - is a brilliant trick of the brain, the result of a
hundred billion neurons making connections that help us survive in
the world. Whether we’re crouching in a dripping cave drawing deer
on the walls, or sitting in a SoHo deli uploading photos of venison
burgers onto Instagram, our urge to turn the chaotic world into a
coherent narrative is a deep and consistent human drive.
Storytelling helps us build our individual identities, but it also acts like social glue.
In 2011, Canadian psychologist Raymond Mar published an analysis of 86 fMRI scans.
His study found that there was substantial overlap in the brain networks we use to
understand stories and those we use to navigate interactions with others.
3
4. In short, good storytelling makes for good relationships.
Nowadays, thanks to social media, we can share more stories and
build more relationships than ever before. But with the average
Interactions
good
relationships
person producing six newspapers worth of information every day
and the average Facebook user laying claim to 130 friends, we
can sometimes feel isolated by the very technology that claims
Stories
to unite us.
Sometimes, but not always. When social technology really works,
when it helps us connect in a truly authentic way, it feels like
the most powerful sort of magic. And when it helps us to
share meaningful stories - stories from across the world,
the baby panda Vines and hit us squarely in the ancient
heart – we remember why we crawled out of our caves in
4
5. Chapter Two
Brand Stories
“Stories are the single most powerful
tool in a leader’s toolkit”
— Howard Gardner
Hobbs Professor of Cognition and Education at the
Harvard Graduate School of Education
Traditionally, businesses have been
the enemies of emotion.
$
reliable processes and logical minds, but emotions are messy.
both employees and consumers from thinking rationally.
Unfortunately, in the words of cognitive psychologist Robert Schank,“ humans are not ideally
set up to understand logic; they’re set up to understand stories.” fMRI neuro-imagery shows
that when evaluating brands, consumers primarily use emotions rather than information to
make their decisions.
5
6. =$
Thankfully, brands love emotions.
“Storytelling succeeds,” says organizational theorist and
branding guru David Aaker. “Stories are more attended to,
= $$
more memorable and more impactful than any other type of
communication.” He cites a Wharton study which found that when people were told stories,
And brands are what happen when businesses become stories.
A business becomes a brand when it has a creation myth that people can rally behind – like
the success of Chipotle’s recent Scarecrow campaign, which tells a powerful story about
Chiptole’s long-standing commitment to ethical farming. A business becomes a brand when it
instantly evokes emotion in our minds – like Coca-Cola ‘owning’ happiness, through uplifting,
story-focused advertising and experimental initiatives such as the Happiness Vending
Machine. And a business becomes a brand when people talk less about the features of its
products, and more about the way those products change their lives.
Like Skype.
6
7. Chapter Three
Skype’s Stories
“Because the stories we tell spark
emotion, span time (and even
geography), create meaning and
inspire, they are perhaps the most
powerful vehicle to move people”
— Jennifer Aaker
Stanford Professor of Marketing,
social psychologist and author
Skype is a purveyor of storytelling technology. For years, we have
been “keeping people together, whenever apart” and that isn’t just
that we work at Skype, they want to tell us their stories. Whether
classrooms from across the world learning together, grandparents
connecting with their grandchildren or entrepreneurs swapping
advice, the hidden stories of how Skype connects its users are
everywhere.
for granted. We needed to put the people that love our product at the center of everything
7
8. we do. Of course, innovation in technology has always been central to
Skype’s success; we continually invest in evolving our product. But it is the
people who use Skype, not the technology, that make the difference in the
world. It was time for Skype to stop being the ‘silent hero’, and time for us
to uncover and celebrate the incredible stories that Skype enables for ordinary
people around the world every day.
So this year we decided it was time to embed the principles of storytelling
into the heart of the business: our people, our culture and our strategy. Like
all change, it wasn’t easy. We invested a lot of time and energy. We studied
our users’ patterns, our competition and our history. We sought out people
with a natural talent for storytelling, and brought in experts and creative
agencies to challenge our thinking.
created a clear vision of what great Skype storytelling looks like.
1. It brings people together:
Skype is inherently social. It helps people all over the world to be
together, even when they are apart, so our stories should demonstrate
how Skype enables those individuals and their relationships.
2. It’s authentic:
As we’ve seen, human beings have deeply ingrained instincts when it
comes to stories. We can smell a fake instantly. This is our chance to
way. Forget old marketing messages – we’re embracing our users and
creating engagement that is relevant, personal and meaningful.
8
9. 3. It embraces the everyday:
Some people still consider Skype a ‘special occasion’ tool for holidays
or events, but the real miracle of Skype is the way it touches ordinary
Stories cannot be made from formulas or rules; they have to come
from the heart. Yes, we can help spread the principles of good
storytelling, but we must also free our stories to be unique, to react
and to evolve. Our stories are about people’s lives, so they don’t really
ever end.
5. It keeps Skype at the core:
We were only interested in stories from people who already use
and love Skype – whether celebrities or everyday users. We want
our advocates to tell their stories from a place of passion about the
experience of our product.
9
10. Chapter Four
User Stories
“You hear the best stories from
ordinary people”
— Chuck Palahniuk
American novelist and journalist
84%
65%
62%
to think about how we would help surface and spread
the stories of our users.
According to Nielsen’s latest Global Trust in Advertising
Survey, 84% of consumers trust recommendations
from people they know, while only 65% trust branded
websites, and 62% trust ads on TV. It was clear that, if our
strategy was to be effective, circulating our users’ independent, organic stories had to be
a high priority. We didn’t just have to practice the old laws of marketing; we had to create
some new ones too.
As we listened to our users, we realized that their experiences
with Skype were driven by moments and memories. Moments
and memories are different kinds of stories; one instant, the
10
11. other lasting. If we could help families capture memories in creative ways that retained
the emotional impact of the moments they recalled, we could help them create seriously
powerful and relatable tales.
This also helped fuel our belief that all content is shareable, and that, with a little investment,
inspiring outstanding content.
1. Co-creation:
This is where we work closely with actual Skype users to help
them tell their story. Co-creation takes a host of different
forms, from working with scriptwriters around the world to
produce a
, to bringing global superstars together with servicemen overseas. The
stories still belong to our users; our role is to capture them in the most vibrant way possible
and use our network to share them with thousands (or even millions) more people than
they might otherwise reach. Co-created stories have become the central assets in many of
our campaigns, in both digital and traditional marketing – they are living examples of the
real experiences and emotions channeled through Skype.
2. Aggregation:
We knew there were thousands of user stories already being
shared across multiple platforms. We’d read them in social
media, heard them in conversations, watched them featured
on the news. How could we nurture and collate them on a
11
12. grand scale? How could we make them last longer than a moment on a Twitter stream or
a Facebook feed? We started to focus our marketing efforts on encouraging users to share
their stories, across the media mix. We used the co-created stories we’d produced through
programs such as Moment Makers and Stay Together to inspire them to create their
own. So far, over a thousand previously unearthed user stories have been submitted.
It’s a great start.
Once we had aggregated more user stories, we wanted to be sure that
the best examples would be shared as widely as possible. Sometimes
this simply meant amplifying them across Skype’s social media channels.
Sometimes, it meant employing some major integrated heft, such as
turning the winning Stay Together story into a video show reel, then
targeting it at thousands of relevant people across paid, owned and
earned media.
12
13. Chapter Five
Strategic Stories
“Great stories succeed because
they are able to capture the
imagination of large or important
audiences”
— Seth Godin
Entrepreneur and author of ‘All Marketers Are Liars:
The Power of Telling Authentic Stories in a Low-Trust World’
We now had our storytelling heart beating strongly, but we still
needed to adapt our wider marketing strategy around it. For
our new approach to have a future in Skype, it was critical that
we instilled a larger go-to-market framework that drove better
We knew what good stories looked like, both from Skype and from our users. We knew
would cultivate, manage and distribute our users’ stories in a way that was relevant to the
business, and that worked within our whole marketing spectrum. How would we reallocate
our budgets? What would realistic timings look like? What changes did we need to make to
our content? And how would we measure our success?
13
14. Again, this took a lot of listening, deep thought, a good dose of courage,
Feature-based marketing to value-based marketing
Push and tell marketing to experiential engagement
Random acts of content to purposeful storytelling
Siloed messaging to integrated communications
Giving away our technology to monetizing the value of our technology
paid
One example of the way this worked in action was the shift within our
media mix. Each campaign requires a unique balance of paid (such as
traditional print or TV placements and partnerships), owned (such as our
owned
website and social presences) and earned (independent content created
by users, as well as content written by journalists and bloggers leveraging
Skype stories). As we started to focus on storytelling, we understood that
we would have to increasingly weight our overall efforts towards earned
media in order to best serve our users’ content, and achieve the full
earned
impact for our campaigns.
Another example was the way we adapted in order to harness the multiple revenue
streams we already had at our disposal. How could we use storytelling in branded
content partnerships? To create value-added offers and premium
downloadable content? Or to shape live events? Skype is already
the most recognized verb on TV for video chat. Major networks,
news outlets, movies and cable TV all use Skype to enhance their
programming. Our new marketing strategy used emotive Skype stories
to drive these integrations. It enabled more cross-marketing opportunities, and in turn
economical outlet for distributing content.
14
15. Chapter Six
“It takes a thousand voices to tell
a single story”
— Native American proverb
Stay Together is a good case study to show how this integrated
Skype storytelling at its core. Stay Together demonstrated how,
deployment, and numerous digital and traditional tactics, around a
central storytelling approach.
Informed targeting:
Having conducted wide-reaching behavioral research, we
decided to target our Family Communicator and Full Nester
independent stories of how family and friends come
together on a daily basis would resonate with them, so this
seemed an ideal chance to reach out to a new user group.
15
16. Extraordinary co-created content:
After listening to our users’ stories, we chose three hero ‘Staying Together’ tales:
Lindsay, an Australian zookeeper who moved to
America and uses Skype to stay in touch with the
animals she loves;
Julia, a ten-year-old from LA who uses Skype to keep
Impossible Family Portrait
up with her cousin and best friend in Brazil; and
Denis, a Ugandan refugee who uses Skype to stay
connected with his friends, family and young son
Animal Family Portrait
back home.
celebrated New York artist John Clang, who uses Skype
technology to create unique family portraits of people
Growing Up Family Portrait
who are physically apart.
Bespoke digital hub and map:
We featured our hero stories on a Staying Together
microsite, which was designed with our Family
Communicator audience in mind. Here users could access
complementary content for each story, alongside ‘staying
together’ tips and how-tos. Visitors were also encouraged
to submit their own stories and vote for their favorites, with
a chance to win their very own John Clang portrait and
a travel credit. An interactive Bing map allowed users to
pin their stories by location, giving them a visual overview
of the global Skype connections being made; this also
became a distributable asset across other channels.
16
17. Surfacing incredible stories:
One submission to the site was from Sarah.
Sarah and Paige are best friends who
met before they were even born. When
Sarah’s mom was pregnant, she found out
from the doctor that Sarah would be born
without a left arm. Sarah’s mom, who lives
mothers whose children had the same
condition, and found Paige’s mother, living
in New Zealand. After years of essential early support the busy moms gradually lost contact,
but when the two girls were eight they reconnected via email, and then discovered Skype.
Through Skype, Sarah and Paige were able to work through the struggles of their unique
condition together, sharing their experiences every day although they had never physically
through our new approach, blew us away. As we helped it spread across social, digital and
traditional channels, people responded with an authenticity, intimacy and enthusiasm that
no ‘marketing message’ could ever emulate.
Responsive social media:
Twitter Content Performance
In social media, we also got creative with the
campaign theme in other ways. For example,
research told us that seasonal ‘special days’ are
#1
the most popular times for family and friends to
Retweets, Favorites
tell stories using Skype. So, piggybacking off of
the countless weird and wacky ‘special days’ that
circulate in social media (think of Talk Like A Pirate
66
Day), we created content that promoted our
Favorites, 2x the moments’
‘everyday special next most favorited storytelling message
FAF tweet
instead. Each day, we created images and videos
17
18. Facebook Content Overview
showing several special moments families
- 22% of all engaged users on Skype’s Facebook channel
could share over Skype each Friends from
during contest period were engaged via day – and Family
posts, which made up only 7.5% of channel content
licking a lollipop to eating a watermelon –
of used them spread in the top half of
and FAF Facebook posts wereacross Twitter, posts
with highest viral reach for the contest period
Pinterest and Facebook.
- Friends and Family content account for 21% of all post
clicks for Skype’s channel during reporting period
Relevant paid media:
- Facebook accounts for 6% of all microsite traffic, and over
68% of all microsite traffic via social
We used our hero 4% of all contest entries
- Facebook contributes over stories as marketing
collateral across pre-roll, email and digital
display. We created partnerships with
audience-relevant TV properties and
personalities such as Oprah Winfrey where the storytelling content is a real asset.
18
19. Chapter Seven
Success Stories
“ The highest-paid person in the
be the storyteller”
— Rolf Jensen, futurist and author of
The Dream Society
Having made such a large investment in our storytelling approach, we
now had to justify its value. Measurement becomes notoriously tricky
when concepts such as emotion and word of mouth get involved, but we
groups, which helped us to evaluate the behavorial impact of the campaign.
4
Here are some highlights from the Stay Together campaign,
with comparative data to help put them in context. Ninety
million video
views
3
percent of our activity was digital, but we also encouraged
distribution of the stories across targeted audience
K
skype.com actions
53
million
unique users
600K
microsite visitors
Reach of over 53 million unique US web users (100% of our target
audience in the US saw our campaign at least twice, and we
reached the equivalent of everyone in the UK, 3 times over)
40 million video views (63% more than our previous marketing campaign)
660,000 visitors to the microsite (15% more than our previous campaign)
300,000 Skype.com actions, including purchases, downloads and sign-ups
19
20. “ This is just fantastic.
5 million
You have my permanent
respect Skype!”
engagements
in social me-
— Concha Romão of Crianalandia Tumblr
96
%
5 million engagements in social media
over
96% positive sentiment
positive
sentiment
1,000
contest submissions
Over 1,000 submissions to the contest
$0.05 cost per engagement (most engagements are sold
online for at least $1+ each, so we can fairly say this beat
industry standards by 20%)
$0.05
cost per engagement
“Cue the tears”
70
+
— Fast Company
40
+
Over 70 print, online radio and broadcast placements
Over 40 positive trade articles from the likes of Mashable
816
%
and ABC News
We achieved 816% more PR mentions than in our
previous campaign
20
21. “Skype embraces its role as the
lifeblood of intercontinental
families. Kudos to these guys for
having the guts”
— AdWeek
Among our target Family Communicators audience, we saw:
9.5% increase in brand favorability (telecom
9.5%
industry standard 1.4%)
7.8% increase in use intent (telecom
6.8%
industry standard 1.4%)
6.8% increase in recommendation intent
7.8%
5% increase in ‘seeing Skype as an everyday
5%
communication tool
“I really like these new ads for Skype.
Emotional storytelling, changes the
way I feel about the brand”
— @sillisampi, Jakarta, 10,995 followers
That sounds like a happy ending, right?
21
22. Epilogue
Back in Pennsylvania, one lonely evening, Denis discovered something
called Skype. It allowed him to see his family’s smiles every day; to swap
experiences and recipes, to offer advice and words of support, all from
eight thousand miles away. But then something even more extraordinary
happened. The people who work at Skype met Denis, and they had an
idea. They enlisted a renowned artist and got on a plane with a bag full of
cameras, and the story they made together was powerful.
Very powerful indeed.
But this wasn’t a happy ending. It was just the beginning.
— The Start
22
23. Paid, Owned and Earned Media
PAID is particularly powerful for reaching out to new audiences: people who aren’t searching
for you or don’t know about your services
paid
where your target audience is spending most of their time
content for deeper and more personal background and context
somewhere for your current customers to learn from and engage with you
Sure, educate customers about your product, but build a
real community too, surfacing the stories your users really
want to hear and share
Have a point of view, and not just about your brand – be
bold, unique and have personality, letting the passion of
owned
your team shine through
EARNED is when you become part of the wider world, facilitating and inspiring other
people’s stories and participating in wider cultural narratives
industry debates or lifestyles, in an organic, authentic way
storyteller is - but by connecting with their passions, your impact
earned
23