Discussion on what it means to tell stories in our online world, as part of Edelman’s 2012 Academic Summit.
Adam Christensen, Senior Director, Corporate Communications and Digital Strategy at Juniper
Liya Sharif, Senior Director, Marketing and Global Communications at Qualcomm
Maria Amundson, General Manager, Silicon Valley at Edelman
Liya: I focus on global communications, I’m responsible for content strategies for content marketing, social media, new media, and all the measurement and analytics for PR, web, etc.
Adam: I’m responsible for the global PR department and the digital strategy.
Liya: What does it take for a brand to tell a story today in the digital space?
Storytelling hasn’t changed. good storytelling involves drama, and conflict and resolution. What’s changed is how the story is consumed, and how it’s being distributed. This was a huge shift for marketing. It’s now many-to-many storytelling platforms.
Emotion, Humor, Passion and Transformation still matter in storytelling. These are what we look for when telling stories.
What’s the premise of our brand? What do we want consumers to think about when they hear our brand? We really need to express the importance of what’s inside their device. We had to become a publisher.
Own the Story. Brand journalism, it’s not about us, it’s about them. We went from messaging to an editorial process. We hired new media and journalism professionals on staff. We’re not selling our products, but our expertise. We’re not a corporate voice, we’re individual voices.
Tapping into Passion. Understanding the smaller number of people who are advocates and leveraging them.
Reinventing the Story. Take something you already have and retell the story.
Born Social. We think about how we can get the content to be more entertaining. It has to touch something and have relevancy.
Teach your students how to produce a lot of different things.