September 10, 2012 by thatsocialmediathing
image courtesy of someecards.com
As a Social Media Strategist, you can’t swing a freshly pressed e-book around without it hitting a new take on storytelling. It’s the new black, you know!?
Buzzwords aside, brands telling their ‘story’ is not a new thing. It’s just a lot more dynamic now.
And in the hands of your customers.
According to Nielsen, 92% of consumers say they trust earned media (such as Word of Mouth) above all other forms of media and messaging.
In 2007, it was 18%.
I’ll leave you to do the math on that one……
With your customers having so much control over the story that is told about your brand, isn’t it time to look into ways you can still maintain ownership of it?
Mike Walsh (@mikewalsh) blogged his thoughts on this subject earlier this year. There is an interesting case study of IWC – a Swiss watch-making company and how they approach storytelling (Horizontally to establish heritage and authenticity. Vertically to leverage annual themes such as aviation, diving and lifestyle to support specific product lines).
He also gives a 5-point plan to get started on your brand storytelling. A very worthwhile read!