At the center of every successful social media and transmedia marketing or advocacy campaign is a story that reflects universal values and aspirations. A story is the most effective way to engage audiences because it connects with all three levels of the brain, the primitive and intuitive, the emotional, and the executive center. Stories package information into chunks, ideal for communicating with a brain that processes information the same way for memory and retrieval. Stories capture the essence of a brand or advocacy campaign because they transcend differences and build bridges that create social capital through reciprocity and a sense of community. Story allows us to participate at many levels because it is a fully sensory dialogue. For brands and people, story creates and promotes culture. An effective transmedia campaign is not about what media platforms, special effects, or tools you use. It’s about a coherent and meaningful story that unfolds across the media. Here … [Read more...]
5 Keys for Social Media Marketing Using Storytelling
A story is the center of every successful social media marketing campaign. Effective campaigns are not about the tools. They are about substance. Stories provide an authentic human experience that taps into psychological fundamentals, making them the most effective way to engage audiences. Stories have the ability to express the essence of a brand or advocacy campaign because they convey meaning. Stories transport us into a participatory world that we personalize using our goals, imagination and emotions. Stories are how we make sense of the world, how we connect, and how we share. In other words, a story does for brand messaging what social media does for people: it engages, connects and shares. Here are 5 keys to harnessing story power: Find your story. What is the essence of your goal, organization, or service? Why does it exist? What is the fundamental message? Who are you saying it to? Build your story. Stories consist of characters with goals: the hero we root for … [Read more...]
