This Land documents the Canadian Army’s most extensive patrol of the Arctic since 1947. In March 2007 seven Canadian and Inuit Rangers, riding in a convoy of snowmobiles, covered more than 2000km from Resolute to the northernmost tip of Canadian soil – 412km from the North Pole.
Watch -and listen to!- the beautiful story of photo journalist Dianne Whelan.
Net van het web geplukt:
“Uit een kwalitatief marktonderzoek van het New Yorkse onderzoeksbureau 3DAccountability, in samenwerking met CoolBrands blijkt dat storytelling de koopintentie verdubbelt.”
Bron: Marketingonline.nl
Consumenten kopen dus niet je product, dienst of idee, maar zijn primair geïnteresseerd in het verhaal dat eraan vastzit. Zo concluderen alvast de onderzoekers.
In een ‘laboratoriumsetting’ werden onder meer de merken OMO (Unilever), DSM en KLM onderzocht ten opzichte van hun concurrenten, door deze merken te presenteren door storytelling. In alle gevallen was een positief effect waar te nemen.
De belangrijkste feiten op een rij:
- De netpromotorscore (NPS, zou je het merk aanraden aan anderen) voor OMO steeg met 33 procent.
- De koopintentie van Pepsi verdubbelde.
- Het merkattribuut ‘Ik wil werken voor DSM’ steeg met 20 procent.
- Het merkattribuut ‘is relevant voor onze maatschappij’ steeg voor KLM met 76 procent.
Gedragsverandering
Maarten Schäfer van CoolBrands over de resultaten:
‘We wisten al dat informatie door de linker hersenhelft, de rationele kant, wordt verwerkt. Dit onderzoek heeft duidelijk gemaakt dat informatie die is verpakt tot verhalende content, de emotie triggert en dus wordt verwerkt door de rechter hersenhelft. Duidelijk is vervolgens geworden dat emoties kunnen leiden tot gedragsverandering, terwijl de ratio doorgaans alleen tot attitudeverandering leidt.’
Anouk Papers van CoolBrands voegt daaraan toe:
‘Storytelling beïnvloedt niet alleen de merkperceptie van de persoon die het verhaal uit de eerste hand hoort of leest. Verhalen reizen vervolgens ook verder. Dus de invloed van het vertellen van een goed verhaal gaat veel verder dan de merkperceptie van het individu aan wie het verhaal verteld wordt. Dat biedt kansen voor merken in een tijd waarin klassieke communicatie, zoals reclame, steeds minder goed werkt.’
Stephanie Lopez van 3DAccountability: ‘Koopgedrag wordt zwaar beïnvloed door peer-to-peer communicatie, 70 procent van alle aankoopbeslissingen wordt gebaseerd op peer-to-peer invloed. Dit onderzoek laat zien dat het loont om te investeren in storytelling, omdat dit de driver is voor word of mouth.’
Methodiek
In een experimenteel onderzoeksontwerp werden door middel van kwalitatief marktonderzoek 5 sets van 2 merken getest. Daarbij ging het steeds om een test van een merk en daar tegenover een concurrerend controlemerk. De pretest vroeg naar bekendheid met het merk, consideration, eerste keuze bij aankoop, koopintentie en Net promotor score (NPS). Daarnaast werd een aantal merkattributen getest om inzicht te krijgen in het merkimago. Na de pretest waren 50 studenten aanwezig bij een gastcollege. Tijdens dit gastcollege zijn de 5 testmerken besproken aan de hand van storytelling. Na afloop van het gastcollege hebben de studenten deelgenomen aan de post-test. De post-test onderzocht dezelfde aspecten als de pretest, om de vergelijking te optimaliseren.
Over the past years, communication has evolved from broadcasting your message to really connecting with your audience.
This evolution has an impact on the way we need to communicate. Unfortunately, most managers have failed to evolve along. Traditional communication no longer works. Organizations, brands and their leaders need to change the way they communicate today. The gap between what they want to communicate and what people actually take in gets bigger every day.
It’s a whole new world out there. And to make it in this new world, you need a whole new story!
Catch, create and connect is the central theme in my storytelling book ‘No Story, No Fans’. It is THE way to connect your message to this new hyper-connected world.
The last 3 years I have been reading and collecting -as crazy person- great articles, videos, blog postings and many more on the power of storytelling. I have been collecting all of this story stuff in my Delicius account. Today I thought is was time to share it with you. Hope you find it as interesting as I do. Enjoy. Just follow this link to access the goldmine 
Have you read some of the blog posting of Thaler Pekar? You must have because Thaler is an authority in the field of organizational storytelling. Like me she helps smart leaders and their organizations find, develop, and share the stories and organizational narratives that can rally critical support. Her previous posts in this series can be found here, here, here, and here.)
As you probably have read in my previoius post I recently have become a big believer in story curation! So let me share with you one of my favorite blog postings of Thaler: “What, Why, and How Story Matters”.
By Thaler Pekar – March 03, 2010
I fear the term “story” is being used so broadly as to render it meaningless.
Messages are not stories. Statements of belief and opinions are not stories. And, most of the time, answers to direct questions are not stories.
Many well-intentioned professionals are rushing out and thinking they are asking for stories, when they are not. What gets shared as a result of their efforts is often called story, even when it is not.
Allow me to define the term simply. “Story” implies a series of unfolding events. Something happens to someone or something. A story has a beginning, a middle, and an end.
Understanding and recognizing a real story matters for three reasons: First, stories provide rich insight into complex emotions and situations, and competing, or even seemingly contradictory, values. They bridge the rational and the emotional. And stories provide context, enabling us to create meaning out of complexity and confusion. Flannery O’Connor observed, “A story is a way to say something that can’t be said any other way.” It follows that by listening to stories, you will hear things you wouldn’t ordinarily hear.
Second, the narrative elements found in many stories — protagonist, secondary characters, conflict, resolution, theme, situation, setting — usually combine to equal a whole greater than the sum of its parts. Moreover, when reviewing a large number of stories, the repetition of these elements, and the patterns and connections between them, very often yield insight and deeper meaning.
Third, when people think they are working with story — but are not — they tend to become discouraged and suspicious of the true power of effective narrative.
A recent Nonprofit Quarterly article, “Unraveling Development: Collecting Stories From Your Donors,” stresses the importance of listening to your donors’ stories. The article also poses a number of interesting questions. With a little tweaking, those questions can generate an abundance of details as well as important insight into your donors’ relationship with your organization.
For instance, instead of asking the direct questions suggested in the article –
- What interests you most about this organization? What is less interesting to you?
- Why does this cause matter to you?
- How does your philanthropy reflect your values?
– consider inquiring about your donor’s actual experiences:
- If you look back over your years of knowing and being a part of this organization, what experiences come to mind? What incident stands out as the most delightful?
- Can you tell me about an experience that was less interesting to you?
- When was the first time you heard of our organization? With whom were you speaking? What was happening?
- Tell me about a time when you felt really connected with the mission of our organization.
Think about the kinds of details you will hear in response. Each of those questions is likely to result in a mélange of emotion, authentic experience, and visceral memories. Specific incidents, people, places, and situations will be referenced. Your donor is no longer focused on answering the specifics of your question, satisfying your inquiry with a dry, data-filled response. Instead, by asking for a story, you’ve indicated your willingness to listen, have surrendered control over the content of the answer, and have granted your respondent the freedom to exercise his or her creativity. Cynthia Kurtz, author of Working with Stories, nicely sums it up: “If the kind of thing you need to know, or you need other people to know, has to do with beliefs and opinions and feelings, asking people to tell you stories can provide a more authentic result than asking them direct questions.”
Finding time to write about storytelling can be quite a challenge.
I know. It sounds like an excuse doesn’t it? Fact is that I don’t take enough time sharing not only my thoughts but also the great story stuff I find on the Net. Story curation is (and has been for the last year) the new big thing on the internet. Have a look at this fantastic collection of stories by Gregg Morris.
I love Gregg! His story curation efforts have been a great source of inspiration for my book “No Story, No Fans”.
When I was reading through the stories of the people I follow on Twitter, I came across this blog post of Anna Lantz.
The project team was gathered in the project room. Every wall was covered with pictures of people that represented different user groups for the system they were about to build.
- They are called Personas, the project manager announced, and they will guide us through the development of this new school web. I’ll read one of them out loud in order for you to get to know our presumed users better; she said and cleared her throat standing next to a picture of a young woman.
“Lisa is 32 years old. She is a teacher and lives in a small house just outside Gothenburg together with her husband, their two kids and a full grown Golden Retriever. She uses the school website to communicate with her students and their parents. Functionality needed for Lisa on the school web: be able to produce a weekly letter, place reviews on each student. Quotation for Lisa: “Quick but wrong.”
Dean, one of the developers, stared at the picture of “Lisa” and said.
- What’s with the dog?
- The dog? The project manager said.
- Yeah, why is the dog important? He continued.
- Well, the dog doesn’t really matter here… But it characterizes the Lisa persona better, gives her flesh and bones, the project manager answered gruffly.
The new school web was developed during one year. “Lisa” and the other personas hung in the project room during the whole project. Hung there like an expensive wall paper that no one noticed.
Would Lisa have a different impact on the project team if her whereabouts were described from a storytelling perspective? Let’s say the project manager instead read this out loud:
”The school bell rings for the morning break. Lisa makes sure all of her students are out of the classroom before she heads off to the teacher’s room. Today is her last chance to place reviews of her students. She is lucky. The only computer in the room is free for once. She logs on using her electronic id and sees the start page of the school web. She clicks on the heading “class list” and sees the names of all the students in her class. The list view doesn’t say if a review has been placed or not. She clicks on the name Alice and sees that she has already given her a review. Continues to Oliver. No data is shown for Oliver. She writes a short review about his achievements. On her way back to the classroom she realizes that she once again forgot to specify that the review concerned “fall 2011”. And once again there will be at least one parent complaining about not finding his child’s review at the parents’ meeting tonight.”
Think about what effect you want your persona to have. Are all the parts of the persona presentation really relevant for the system you are building? Is it important to know that Lisa has a dog? Or is it enough that she is frustrated at work? By telling the story behind the user, the whole project team will be able to visualize her situation and come up with possible ways to solve her problems.
 |
 |
 |
RSS Feed
You are currently browsing the Corporate Storyteller blog archives for February, 2012.
Check out my profile on LinkedIn
