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It is important that you align your company with story-doing. To do this, you should be able to answer the following questions: What is our company history? What is our overarching goal over commercial goals? What is our opponent? Are there innovations (events, corporate culture, business model)? You now have to mix the answers to the questions well, let them ferment a little and then answer another question: Are the answers to the questions mentioned above reflected in our products or services, our identity (external communication), our skills (teams, structure, etc.) and in our corporate culture? If the answer is yes, then your company is on the right story-doing path.
Animate the target group The next point is to encourage your target group to do something: What are socially Special Data relevant topics that interest our target group and are related to our products? How does our target group prefer to communicate? Where does our target group become active? Implement story-doing appropriately You can implement story doing with: Insight Stories : Stories that address customer needs and provide insight. Good examples include Dove’s and Always’s #Like a Girl campaigns . My article on “ Brand Story ” also provides more information about insight stories . Social actions : Don't just talk about sustainability etc., but also get involved in the environment and socially, which also works well locally.
The best example is the shoe brand TOMS, whose company history is based on social commitment and which is active here. Events: It doesn't always have to be a skydive from a height of 40 kilometers, events can also have an impact on a small scale. For example, an online shop that is committed to family-friendliness can organize a family celebration. It is important that the event embodies the goals and story of the company. Encourage the target group to participate : Whether using hashtags or an active dialogue via social media – the core of storydoing is to get the target group to do something. To achieve this, it is important that you as a company enter into dialogue. Use new, innovative forms of presentation : Pure text-based stories are less suitable for encouraging participation.
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發表於 17:10:54