Digital Storytelling Roundup: Epic corporate stories and how to structure your customer survey

 Image credit: Nordwood Themes

Image credit: Nordwood Themes

Let's say goodbye to 2017 in style!

Last week we talked about finding stories within customer survey results (we also mentioned award submissions).

We also shared some fantastic links. We're going to do the same thing again. The first link is a contender for the 2017 Go Narrative favorite corporate storytelling of the year. So get ready for that amazingness.

But first…

Let's take last week's tip and run with it.

Q: How can you set yourself up for success in the process of creating your survey?

A: Structure the survey using business storytelling methodology.

As we've discussed before: Context. Action. Results. These align with the beginning, middle and end of stories - and have strong business context.

Ala Dale Carnegie said: begin with the end in mind. You want to capture the context, action, and results to help you find or build those stories. If you build your survey in that fashion you'll be heading in the right direction.

Easy as one, two, three…

  1. First ask questions that pertain to the lay of the land, the general, the big picture.
  2. Then ask questions relating to what happened, what was experienced.
  3. Finally, ask questions about the outcomes.

For each ensures you have freeform text boxes for verbatim feedback.

There you have it. Your approach to survey design is now storytelling supercharged.

From this, you will gather some great insights already formatted in a way that is story friendly and ready for the retelling.

On to the links!

We're going to give the first link a bit of extra love, because we liked it so much. The second two, and a bonus, are after.

First up: http://www.thedrum.com/news/2017/12/13/ad-the-day-hp-promotes-togetherness-new-holiday-film

Why would a big blue chip company create a teeny (3 min) little piece of entertainment that pulls at the heartstrings?

Is it to manipulate us? Is it to sell stuff? Maybe.

But look, every act of marketing or sales or even building a product includes "selling stuff."

An inventor wants to change the world with a new product, a marketer or salesperson believes in what their company is doing and creates ______ (fill in the blank) strategy, content, the spreadsheet to help do it. Everyone wants to shift product. Everyone.

It's how you do it that matters.

I say Here! Here! To the companies that make an effort to connect with the humans that we are.

We love this piece for three reasons.

  1. It taps into the zeitgeist, the meta-narrative.
  2. It is beautifully shot and made (kudos.)
  3. It elegantly integrates the product AND the brand message AND does those as results at the end. No big corporate push early on.

If you can get excited for the "gaming experience" on the latest console, or the "amazing acceleration" on the latest electric car, then you can get excited for the "possibility of a connection" that something like printing photos delivers. Well done HP.

Congratulations for being so bold and embracing storytelling fully. 

Secondly, we have: http://thestoryoftelling.com/in-praise-of-the-ordinary/

Big fan of The Story of Telling. This is a short and sweet observation of the simple things in life. As new and experienced storytellers will know, details matter. It's in the details that stories come to life. Get traction. Hook into your brain. In other words, it's how stories become memorable. View this little espresso shot of storytelling for some inspiration.

And finally: http://www.convinceandconvert.com/baer-facts/7-decisive-differences-between-strong-and-weak-content-marketers/

We've talked a lot about how storytelling provides you with a foundation for content marketing. How about the basics? Commitment, time and budget all being practical things you need to put up front in a content marketing strategy.

Oh, and here's your bonus. 11 Lies you may have about net neutrality. Yup. I went there. Sorry, not sorry. Had to slip that in.