the power of digital & media storytelling
TRANSCRIPT
Lynne Golodner
Chief Creative Officer/Owner
Your People LLC
The Power
of Digital &
Media
Storytelling
What’s Your
Story? • What stories do you tell every day?
• What draws people to your events, parks, etc?
• The best way to market your organization: sharing heartfelt stories that show the passion behind your work and your purpose.
• Harness stories to connect with your target market, build a sense of community, motivate brand ambassadors to share your stories in word-of-mouth marketing.
• Start by flowing consistent messaging through all marketing channels –social media, blogging, media, and most importantly, internal communications.
• To make money? Feed our kids? Pay our bills?
• Or to make a difference in the world & live our passion?
• People want purpose. They want to know they matter. They want to feel like they belong.
• How does your organization respond to this?
Why Do You Do
What You Do?
Storytelling Stats
• Every 60 seconds, 700,000 Google searches are performed, 60 hours of video are uploaded to YouTube and 168 million emails are sent.
• 5.3 trillion ads appear online every year.
• The average consumer processes 100,500 digital words daily.
• Approximately 5,000 marketing messages are seen everyday.
• Stories are easier to recall because descriptive tales activate up to 7 areas of the human brain.
The Power of Storytelling
• All organizations have a story. Many try to separate personal/purpose/passion story from organizational story. Big Mistake.
• Vision: How you want to change the world in grandiose terms (not for public consumption)
• Mission: Specifically how you’ll go about it (scream it from the mountaintops)
• How often & where do you tell your story?
• Who loves what you do?
• How do you relate to constituents?
• What would it take to inspire brand
ambassadors? (mutual benefit!)
• Who needs to hear your story and why?
• How does your organization improve lives?
Word-of-Mouth Marketing is the BEST way to build
My Story: Lynne Golodner
Chief Creative Officer and Owner, Your People LLC
▪ Worked as a journalist in New York & Washington, D.C.
▪ Spent 15 years freelancing for national magazines and newspapers.
▪ Eight published books.
▪ 2007, created Your People to guide business owners, entrepreneurs and non-profit executives in marketing, public relations and business development
▪ Awards for marketing, PR, graphic design
▪ Business philosophy: Storytelling + Relationships + Higher Purpose = Growth
I help people with messaging, marketing & media so they can grow their
organization authentically and enjoy their lives.
How Your People LLC came to be
• 2007, life changes & economic changes
• Late-night Facebook conversation
• People are lonely, hungry for connection
• Businesses need to differentiate themselves in an era of no-one-needs-anything
• Marketing must be comprehensive, on all fronts:
• In Print
• Online
• Face-to-Face*** (don’t forget this one!!)
Storytelling +
Relationships +
Higher Purpose =
Success
Where Two Worlds Meet
• Clients seek to make the world better or impact communities
• Many for-profit clients partner with nonprofits (those stories are gold)
• Find the meaning behind your organization
• Make Meaning Podcast
How do you make a difference?(Higher Purpose, Relationships, Storytelling)
Why was your organization founded?
Storytelling is not just for campfires.
A good story
is authentic,
creative,
makes an emotional
& personal
connection,
inspires action,
takes an audience on
a journey
Are ‘bad’ stories real?
YES!
• Don’t make it all about you
• Don’t always SELL
• Always include element of helping or serving or caring about others
• Emotion, drama and TMI have no place in the marketplace
• Is there a hidden agenda?
•Hate begets hate – and lives on in perpetuity, thanks to the Internet
•Don’t give fear a voice
Why bad stories are so bad
How do you serve others?
How are you improving the
world?
Make Meaning
Who benefits from what you do?
• Service!
• Give back - a story worth
telling…
Relationships
• Publics – primary & secondary
• Corporate partners, constituents, employees, media, brand ambassadors, volunteers
• Internal communications
• Storytelling + Relationships + Higher Purpose = Lasting, Sustaining Relationships (and more business!)
Audience – who needs/wants to hear you?
Focus your story around MUTUAL BENEFIT
• Media• Collaborative/strategic
partnerships/referral partners• Website• E-blasts• Social media• Blogs• Events• Advertising• Marketing Materials
We are in a CONNECTION ECONOMY where stories are the currency.
Consistency of messaging is essential!
Audience: Get Specific
• Demographics! Do you understand your community?
• Set goals - change behavior or attitude, be measurable.
In 2017, Oakland County
Parks & Rec. had 107,970
e-marketing subscribers.
What stories are told about you…
Trending mParks topics in the media include:
• Park planning & documentation
• Program cancellations
• Facility/Amenity availability
• Job/Volunteer opportunities
• Park maintenance
• Staffing
• Health & wellness
• Program & event information
• Benefits of parks and recreation
• Stories by residents, community
stakeholders, and local orgs
• Opportunities for public input
• Environment
• Politics & policy
• Budget & financial information
Lynne Golodner
Chief Creative Officer/Owner
Your People LLC
The Power
of Digital &
Media
Storytelling
Thank You!Lynne Golodner
(248) 376-0406
www.yourppl.com