Webinar Slides: Digital Storytelling for Competitive Advantage
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The document discusses digital storytelling for competitive advantage in higher education. It provides examples of how universities are using blogs, videos, photos, testimonials and campaigns to tell authentic stories in a relatable, honest way. Effective storytelling helps build trust with prospective students and reflects the institution's values. Sharing real student experiences across multiple channels like blogs, YouTube and Snapchat gives current students a voice to tell their own stories. Authentic storytelling that shows people and real experiences can help sell an institution without explicitly promoting it.
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Webinar Slides: Digital Storytelling for Competitive Advantage
- 1. PRESENTERS: Megan Cendrowski Amanda Tower DIGITAL STORYTELLING FOR COMPETITIVE ADVANTAGE WEBINAR | 6.4.15
- 2. About the Presenters 2 Amanda is a Content Strategist at Converge. She works with clients to create compelling web content and develop effective marketing strategies. Megan is an Inbound Marketing Strategist at Converge. She leads content strategy and design to build new websites and innovative marketing campaigns for our higher education clients. Ann is CEO & Founder of Converge. She is a pioneer for inbound marketing and digital storytelling with over 15 years of #highered experience.
- 3. Introduction 3 “It’s important that we share our experiences with other people. When you tell your story, you free yourself and give other people permission to acknowledge their own story.” - Iyanla Vanzant
- 4. Introduction 4 http://contentmarketinginstitute.com/2012/02/history-content-marketing-infographic/
- 5. Introduction 5 • Then: Tell a story with the right reach, frequency, and creative treatment in a relevant, exciting way. • Now: Photo by Sam Valadi
- 6. Introduction 6 • Content volume has exploded, attention spans have shortened, and ‘captive’ audiences no longer exist. • As consumers, we set filters and tune in to those we trust or care about the most. • More than ever, brands must become masters of storytelling.
- 7. Introduction 7 3 Attributes of Good Storytelling • Authentic: The stories you tell should reflect your values, mission, and beliefs. • Approachable: Tell a story that’s relatable. • Honest: Be human. Share your stories just the way they are.
- 8. Overview 8 Today we’ll share some examples of storytelling in higher education. We’re going to walk through great examples of storytelling in: •BLOGS •VIDEOS + PHOTOS •TESTIMONIALS •CAMPAIGNS
- 9. BLOGS 9
- 13. Biola Blogs 13 Biola takes a personal approach to sharing their students’ stories and experiences
- 14. NNU Grad Blogs 14 Strategic CTA placement on great content offers
- 16. A Week in the Life 16
- 17. A Week in the Life 17 Hour-by-hour summary of a current student’s life
- 18. VIDEO & PHOTO 18
- 21. WFU Photo Stories 21 Proof that a picture can be worth a thousand words.
- 22. Why I Chose Yale 22
- 24. Infographics 24
- 26. U Mich 24 Hours 26
- 27. U Mich 24 Hours 27
- 28. See Blue 28 The ‘see blue’ story is made up of a million individual stories. What will yours be?
- 29. Challenge Convention 29 “It’s not what you know. It’s what you create with what you know.”
- 30. TESTIMONIALS 30
- 31. Creighton Quotes 31 Leveraging testimonials as supporting content to continue the narrative
- 32. Mr. Joe Payton 32 Unique profile that tells a story and makes Mr. Joe Payton more authentic
- 35. CAMPAIGNS 35
- 37. Spartans Will. 360 37 Sharing the exceptional work of Spartans
- 40. VCU Community 40 Drawing attention to the campaign by adding it to the main navigation
- 41. UI Phil Was Here 41 Great use of inbound tactics for cross-channel promotion (blog, YouTube, etc.) and alumni / donor engagement
- 43. U Mich Snapchat 43 Letting students tell the U Mich story
- 44. TAKEAWAYS 44
- 45. Be Authentic 45 Show real people and tell real stories. Authenticity and honesty create trust.
- 46. Tell > Sell 46 Let the story sell itself. If you tell it right, you won’t have to sell it.
- 47. Choose Your Channels 47 Pay attention to the channels your audiences value most.
- 48. Give Students A Voice 48 Give your students a voice and a platform to tell their own stories.
- 49. Sources • History of Storytelling • 3 Attributes of Storytelling • The Art of Storytelling in a Digital Age • NNU Blogs • Spartans Will. 360 • Biola Blogs • A Week in the Life • WFU Photo Stories • Why I Chose Yale • See Blue • Creighton Quotes • Mr. Joe Payton • VCU Community • UI Phil Was Here • U Mich Snapchat 49
- 50. 50 Megan Cendrowski Inbound Marketing Strategist @megancendrowski megan@convergeconsulting.org Thank you! Amanda Tower Content Strategist @imatower amanda@convergeconsulting.org Ann Oleson CEO & Founder @anncoleson ann@convergeconsulting.org
Notas del editor
- Storytelling is not a new concept.
- Then: Find the right model, tug at your audience’s heart strings, etc. and you’ve made the sale Now: Prime real estate has been scooped up – our ability to create is unlimited, but our ability to broadcast our creations is restricted.
- Today, the Internet is infinite, and consumers are facing an overload of information. Social networks allow people to produce and publish content 24/7.
- Authentic: The brand you convey on your website, in your emails, in print materials, etc. should be the same brand people get when they visit your campus Approachable: If your brand tells a relatable story, your consumers are more likely to feel comfortable interacting with you. Honest: The earliest humans told stories. People like stories, and they want to feel like the brand they’re interacting with is also human.
- Seeblue.com is a portal where students can watch videos about everything from academic programs to life on campus
- Seeblue.com is a portal where students can watch videos about everything from academic programs to life on campus
- The Spartans Will. 360 film crew traveled across 4 continents in 8 weeks to capture 18 stories of how MSU faculty and alumni are making an impact in the world through video, photos and blogs.
- ‘Doodle stories’ – ask followers to screenshot and draw on Snaps, from campus squirrels to the Cube. Community loves to help crowdsource a story.
- If you audience trusts that you’re being open and honest, they’re more likely to take action (you can use CTAs like NNU to support the student journey as they get to know your brand and decide if your institution is the right fit for them).
- If you audience trusts that you’re being open and honest, they’re more likely to take action (you can use CTAs like NNU to support the student journey as they get to know your brand and decide if your institution is the right fit for them).
- If you audience trusts that you’re being open and honest, they’re more likely to take action (you can use CTAs like NNU to support the student journey as they get to know your brand and decide if your institution is the right fit for them).
- If you audience trusts that you’re being open and honest, they’re more likely to take action (you can use CTAs like NNU to support the student journey as they get to know your brand and decide if your institution is the right fit for them).