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Stockholm stad storytelling_2019_v3

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Stockholm stad storytelling_2019_v3

  1. 1. International Marketing Storytelling and Influencer Strategy FOR BRANDS International Marketing is becoming a much easier prospect for large and small businesses a like. With the increasing use of digital marketing and the rise of the influencer it’s becoming easier for businesses to extend their marketing efforts for decreasing costs. This assignment will aim to test your knowledge of both. Come on, let’s get started.Visit www.corkscrew.io for more
  2. 2. Storytelling FOR BRANDS If you’re expecting the most from your social media presence, it’s important that you start with a plan in mind of who you’d like to talk to and how you’re going to engage them. In this presentation we’ll look at why it’s important to connect with your audience and how you can encourage engagement and participation in your movements. Come on, let’s get started.Visit www.corkscrew.io for more Confidence in leadership
  3. 3. If we are told factswe decode them into meaning
  4. 4. If we are told a storyOur brains activate as if we were experiencing it First hand
  5. 5. “personal stories and gossip make up 65% of our conversations” - Jeremy Hsu A massive proportion of our everyday conversations is taken up by personal storytelling and improving your storytelling skills will not only help you in the business world, but in your everyday relationships too.
  6. 6. The evolution of storytelling Storytelling is as old as humans are and has evolved slowly over time, first from oral cultures and into written cultures. Over many centuries, the book has been the main medium used for stories – but now the internet has made it easier than ever to share stories. Cave paintings Language Books The Internet
  7. 7. A great story is at the heart of every successful business Customers must be convinced to buy your company's products or services, employees and colleagues to go along with a new strategic plan or reorganization, investors to buy (or not to sell) your stock, and partners to sign the next deal.
  8. 8. To enable a brand to increase it’s authority in it’s industry or sector. IMPROVE BRAND ADVOCACY 1 To reach a wider audience of engaged and likeminded customers with a brand. Expand brand awareness 2 Enable a company to reach a newly identified target audience, especially beneficial for startup with new product/. Reach new targeted audiences 3 Why brands use stories to boost business. Companies are understanding the importance of storytelling for marketing and customer retention. Customers no longer just want to purchase a good or service on cost/quality, but now also on the vision and story behind the business and individuals involved with running it. People trust people, so having someone within your community endorse a company will increase conversions. Improve sales conversions 4
  9. 9. 79% of adults think it’s a good idea for brands to tell stories.1 55% would buy from a brand in the future if they loved a story. 2 66% of people believe the best stories are from/about regular people.3 Why brands use stories to boost business. Companies are understanding the importance of storytelling for marketing and customer retention. Customers no longer just want to purchase a good or service on cost/quality, but now also on the vision and story behind the business and individuals involved with running it. 43% of all adults wants brand stories to be humorous. 4
  10. 10. TOP TIPS TO tell stories that influence and inspire action Storytelling in business
  11. 11. FICTION IS YOUR FRIEND Reading fiction can increase empathy. If you want someone to do something that’s never been done before, you’ve got to help them imagine what this new world will look like and describe a future state that touches people emotionally. EMBRACE YOUR INNER ORWELL!
  12. 12. GET TO THE POINT What’s your story really about? What’s the ONE thing you want to stick in the brains of the audience? What do you want people to remember when they’ve heard your story? Just nail that ONE BIG IDEAS! What are you talking about?
  13. 13. THE BAR EXAMGrab some friends or colleagues, go to a bar and tell them your story. The environment is relaxed so they sound engaging, concise and jargon free. If you can’t keep their attention, it’s because they don’t understand! Rememberto drink lots of water!
  14. 14. Empathy is everything Try to imagine what’s the most important thing to your customer/community. People are complex, so dig deep and find out how to empathize with their situation. The more you empathize the more connected you’ll feel. What emotion do you convey?
  15. 15. PractiSe makes Perfect It takes time to tell the perfect story. Be willing to make mistakes, to stumble and get things wrong. The more you tell the story the more fluid and natural it will become. Try, try and try again!
  16. 16. A brand story isn’t just a valuable marketing asset, it’s also a brand’s guiding principles and impacts every facet of the organization. In other words, it’s not just a marketing message, it’s also a sales pitch and a roadmap. Start with the problems Identify market needs and/or injustices and, simply, solve them. The result is a compelling brand story. Many interesting stories are those that take something everyday and make it their own. Redefine an experience A small and plucky underdog in a sector dominated by big business is a great story. Embrace the underdog status Find truly devoted fans and integrate with their lifestyle and beliefs. Foster communities Those that incorporate social good can fin clear emotional connections Look at doing some good Biggest fans can be Employees, so a visible founder holds title of Chief Evangelist. Have visible founders Common traits in brands that ALL nail their brands story KNOW WHO YOU ARE AND WHAT YOU STAND FOR.
  17. 17. Companies telling awesome stories Here are six companies telling amazing stories that engage and inspire their fans/customers to take action and be part of their journey. Have a look at them and try to retell their stories.
  18. 18. Stories Travel further Because stories are so memorable, they're easy for listeners to recount in the future. So, if you arm your audience with a good story, they'll be able to communicate the details of your business more clearly.
  19. 19. MEDIUMS TO ENABLE COMPANIES TO connect with its customers Storytelling in business
  20. 20. Through company presentations…
  21. 21. …or it’s staff!
  22. 22. Pictures paint a thousand words…
  23. 23. New words…
  24. 24. via email or text…
  25. 25. Podcasts…..…
  26. 26. Websites…
  27. 27. …via social media
  28. 28. ...or Videos and films #1
  29. 29. 2. Storytelling prototypes Explore different mediums CHALLENGE ONE | Storytelling for a STARTUP The first of the Corkscrew Innovation Experienceship is to enable our local Social Enterprise to form a cohesive and compelling story to engage and inspire action to their followers. It may be the launch of a new product or service, or just to connect the brand with a loyal fan base. Begin! Brand storytelling 3. Design for maximum impact A style that resonates 1. Develop your blueprint Stakeholders, needs & big idea
  30. 30. Research and understand your clients current target audience. Understand current target audience 1 Look at where and how the client shares their story to the chosen audience (include what platforms they use). Analyze current messaging 2 Research and suggest key influencers in the new market and highlight the reasons for your choice. Identify new country specific influencers 3 Key steps in project. Over the course of the assignments there will be some key milestones to complete to hand back a successful project to the client. You will need to connect directly with your client to arrange the initial meeting and understand key communication over the course of the project, and also to arrange a convenient time to present back your suggestions. Suggest how the client can adapt their tone/type of messaging to connect more effectively with the new audience.. Suggest messaging tweaks for new target 4
  31. 31. www.corkscrew.io Let’s Get Started!

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