I am in my final week of lap swimming in this Storytelling and Digital Media pool and as I prepare to submit my series of blogs and our final assessment, I have looked back deeply into the water that I am about to step from and my return to study experience.
I can still taste the fear from when I took the plunge 12 weeks ago, it was palpable. The vulnerability I felt submitting my first task ‘about me’ and my first blog was paralysing. I hadn’t even heard the term ‘infographic’ before – how embarrassing! There have been so many moments like this where I have felt a tidal wave of emotions; fear then exhilaration, nerves then courage, embarrassment then relief, whelm and then more whelm 😉.
So, to say that it has been an incredible ride is an understatement!
Apart from learning a whole lot about myself through this experience, I have learned a mountain of skills that whatever my future holds, will have me swimming the laps of the marketing pool like I’ve got flippers on.
It’s difficult to summarise what learnings were the most profound for me through this unit, there were so many. I had moments that were eye-opening and heart-swelling. The Burberry storytelling example from week one really opened my eyes to the importance of brand narrative and then the power of emotion in Western Sydney University’s story about Deng Adut, child soldier to refugee lawyer took storytelling to a whole other level.
(Source: YouTube)
For me authentic, meaningful, relatable, shareable, and engaging are my go-to ingredients for crafting a successful story. And then of course knowing when and where to reach your audience through the variety of digital technologies and platforms. Planning with sequence and structure, measuring and monitoring, and staying true to your brand’s (consumer’s) values form the foundation for great outcomes to be achieved.
We learned about convergence culture and the importance of participatory culture where there is “some degree of social connection with one another” (Jenkins) – both terms I had not discovered until this unit. You can learn more about Jenkins’ viewpoint on participatory culture here:
Source: YouTube
There is a real art to successful storytelling. Through this 12-week period, we were equipped with learnings about the key elements, story structure, the power of visual and audio, and the science and technologies behind it all, to become powerful narrators of our own.
I have learned and discovered so much throughout this unit and not just course content, about me personally. I look into that icy water that was so intimidating to me on my first week and I see my reflection smiling back up at me – you did it, you made it!
Tell me about your return to study journey in the comments below. I’d love to hear all about it.
I confess, this was my first time. I had never partaken in any podcasting activity. I had not even had a conversation with peers about it. I was new to this. I was a podcast virgin.
My very limited understanding about Podcasts was that they were lecture type content or radio segments (such a rookie).
So, when I arrived at week 10’s lecture: The power of visual and auditory storytelling, I wasn’t expecting much. Afterall, we had just learned about the four principles of visual storytelling: “authenticity, sensory, archetype and relevancy” (Newscred & Getty Images) and their importance, so it was hard to imagine how any podcast series or segment could wield popularity up against its visual counterparts.
How wrong I was!
I spent the next 40 minutes gripped by the investigative storytelling in The Teacher’s Pet by The Australian reporter Hedley Thomas. I wanted more, more, more. The visuals weren’t tangible, they were in my mind and it was powerful. I got to create my own visual story around the audio storytelling, not bound by an artist’s impression or creative director. I had the freedom to visualise and I loved it.
Source: The Teacher’s Pet. The Australian. Reproduced from The University of Melbourne
I have a podcast addiction.
Now this has set me off on a Podcast-loving spree. I tried in vain to find the rest of The Teacher’s Pet series, only to discover that it is not available until the trial is over (cannot wait for this). In the meantime, I have listened to Who The Hell Is Hamish and am part way through Serial, season one, and I have a growing list of series to enjoy.
You’re probably wondering how I find the time to plough through all these podcasts? Well, let me tell you I have never enjoyed housework and laundry (snore) as much as I do now. And that’s the beauty of podcasts; you can multi-task which is not possible reading a novel (which I have always enjoyed) or driving a car…it doesn’t command my time and attention.
So how does this relate to your business you might be asking?
People want industry expert opinions, they want to multi-task, to use their audio sensors to engage with stories. Podcasting allows another entry point for audience participation, for them to delve deeper into your brand. Providing deeper levels of participation options allows you to build a community of fans who become powerful brand advocates and activists, and to progress along the participatory culture hierarchical order.
Are you a Podcast Junkie like me?
Tell me about your favourite Podcast series in the comments below and let’s make a super play list together.
References:
Newscred. August 3, 2016. “Whitepaper – The Power Of Visual Storytelling.” https://insights.newscred.com/the-power-of-visual-storytelling/
Ryan, C. October 12, 2018. Forbes. “Why Are Podcasts Gaining In Popularity?” https://www.forbes.com/sites/quora/2018/10/12/why-are-podcasts-gaining-in-popularity/#18c8187f5321
Diagnosis Whelm (second wave, no Covid pun intended)
Urgh! Planning, auditing and scheduling…these are not my favourite things! Actually, they make me feel clammy and nauseous. And I think that is in part because my approach to digital storytelling has been very reactive and ad-hoc. If I am being honest, I have been flying by the seat of my pants and I don’t think I am alone here. How embarrassing!
I have been playing this digital game of dodgeball on and off for my digital marketing life and left wondering why I haven’t really struck anyone with my digital marketing [dodge] ball. I have approached marketing much like my sport – get in quick, be instinctive, strategise and problem solve in the midst of the mayhem and celebrate the wins. It’s not a consistent winning formula.
Who has the time to invest in auditing, measuring and scheduling with key (SMART)objectives and then analysis and refinement? There is so much information to gather and process, concept strategies to create and stories to be planned, tactics to be workshopped, mapping and monitoring, surveying and measuring. I’m feeling a relapse into a second wave of Whelm coming on!
The winning formula takes forward planning, auditing, analysis of stats and refinement and this will save you time in the end. Much like a successful sports team uses the match day statistician’s data to plan for their next hit out, the homework helps you to get the formula right and then success will come (and so will the fans).
I do feel there needs to be a blend of opportunism with all this planning to achieve the best possible outcomes, where opportunities are siezed and leveraged. Although sometimes it may not always serve you well to have skimped on the planning. Here is an advertisement by Nike aimed to solidify community through Covid times, but it has offended many.
Source: Nike. 2020.
Who’s got the Melways?
It is really important to know where you are and where you are going, and how you are going to get there – a car is going to be a different route to public transport or walking and the same principles apply in digital narrative planning.
Make sure you have a clear objective with identified target segment and how you are going to reach them. You need to have scope, scale and depth in a transmedic storytelling strategy to allow a variety of entry points for your audience. Your storylines need structure and can interweave into the overarching narrative. And you need to validate and celebrate participation.
There are road maps out there to help you find your way and this week we were gifted with some really useful resources and working templates, thank you Curtin University! Newly discovered (for me) Hootsuite, is my favourite online hub for resources, news, industry trends, scheduling tools and of course templates to analyse and plan for digital marketing success. You can access, subscribe and download resources on Hootsuite here.
This is all building from our previous learnings about storytelling elements, understanding and authentically connecting with your audience, managing your digital reputation and then analyse and refine, refine, refine.
It’s not Whelm, it’s growing pains.
So, this is what it feels like to grow! They say growth can be uncomfortable and this week has dished up a few moments for me…but I am getting bigger and better at this game, so it’s all worth it. Have you experienced any growing pains throughout this unit? Tell me what you have found the most difficult.
People from small towns aren’t very forgiving. If you betray their trust, your reputation belies you. You can’t just continue on as if nothing has happened – they will hold you to account and you have to own it, apologise and earn their respect back…and this takes time. Word travels like wildfire in the bush, especially bad word.
Reproduced from: Time Toast. “Grapes of Wrath.”
Is managing your online reputation similar to small town living? Well yes, just on a much grander scale. Your reputation is just as delicate and the online community just as ruthless. A bit like small town gossips at the local coffee shop looking for fodder to dissect and disseminate to the wider community, the online community want to know what’s going on and to be a part of the ‘gossip’, and the gossip is easy to find – you don’t even need to leave the house!
82% of consumers read reviews for local businesses, including 93% of people aged 35-54.
(Bright Local. Local Consumer Review Survey. 2020)
How do you stop the Gossip Mongers? Much like managing small-town reputations, businesses need to manage their online reputation and they need to do it quickly, transparently and authentically. Following a set of commandments (no, not those familiar to the community church-goers) for managing your online reputation might just save you from the devil’s hell fire:
Virgillato. 2013. Source: “Week 7 Lecture: Reputation Management in a Digital World.” MMK520 Storytelling Digital Media Week 7. PowerPoint slides.
Just like extinguishing the flames from the local Mrs Mangels, businesses need to tackle the rumour mongers head on. Walk right on up to Mrs Mangel and her posse of whispering snakes and talk (politely) about the issue! Yes, it can be confronting, but if you’re authentic and honest, you will earn back the respect. If you sit idle, you risk the negative sentiment gaining momentum and taking off like wildfire.
Can I flip them? Negative feedback isn’t always a bad thing, it can be an opportunity to grow, to be better. Negativity can provoke positive outcomes. Flipping the table and creating positive fodder from a negative situation can really douse the flames. A great example is Southwest Airlines counteract of the negative narrative with a positive PR dog rescue mission. The exercise serves as ongoing penance for their mishandled removal of a customer from a flight because of a dog allergy.
Have you experienced the wrath of small-town gossip, or online negativity? How did you handle it? Would you do anything different next time? Share your gossip with me and I’ll tell you ‘all about the time that…[classified]’.
RELATIONSHIP SEEKING…It’s time for us to get personal.
There is one thing I do know…separations suck! What did I learn from my failed relationship? I learned that I compromised my values and my personal ‘brand promise’. I lost sight of who I was and what was important to me. I lost my trust and my faith. I lost my way.
I have learned so much about the importance of integrity and authenticity to one’s self and to a relationship, not just in my personal life, but in my business approach. My life experience translates in my business and our business vision. I know who we are and what we do and why we do it, and I won’t compromise that for anything or anyone. I am focused.
“I know who we are and what we do and why we do it, and I won’t compromise that for anything or anyone. I am focused.”
I think I need Influencer Tinder
So, how do I find someone that I can trust, who aligns with my values, relates with my story, and wants to be a part of my vision (I am talking business here). Is there a Tinder style ‘match-making app’ for these kinds of relationships? Afterall, we are going to be raising a business baby together.
Tribe Group Micro Influencer Campaign Platform. (Image source: 8 Million Stories.)
Not dissimilar to the dating environment, the influencer and business pairing space is flooded with desperado’s, opportunists, real-life romantics, one-night stands and long-term relationship seekers. So, how do businesses navigate the market to find the ‘perfect influencer match’?
There are so many parallels with seeking an influencer to seeking a personal life partner. Organisations need to seek an influencer who aligns with their brand values, the brand promise and relate to the business personality (its heritage, pathway and history). Does this connection come about through a pairing app, or is it a coupling that is considered and measured, or is it something that occurs through an emotional and organic connection?
For me, organisations need to approach the relationship with today’s new era of digital influencers with a mindset that you are entering a professionally personal relationship with each other. It is critical that the relationship is nourished and mutually beneficial – that communication is engaging, meaningful and shareable, the experience is fulfilling for influencer, organisation and of course the audience. It needs to be authentic and honest,aligned in vision and connected in values. Without this, there is little hope for the relationship to flourish with any depth, longevity or positive outcomes.
When strong connectedness occurs, great things come. The authentic connection between influencer and organisation can give birth to giant business babies and outcomes. On the flip side, without authenticity and genuineness, the relationship can only end in separation and ultimately, divorce with neither party happy, nor content.
As in a strong personal relationship, establishing a connection with your partner early on is important. We ask questions to get to know each other, our likes and dislikes, our passions and beliefs, our heritage and culture. This process is just as important when entering a new relationship with an influencer for your organisation. You need to know that you can trust that your values will be reflected and respected by your influencer partner, always!
Not yet. I’ve only just decided to enter the influencer ‘dating scene’. And if you’re wondering if I have found the ‘right’ person in my personal life…well, that’s a question for another time – maybe over a glass of wine and pizza. *wink*
Tell me your business / influencer relationship story; how did you meet and have you experienced influencer love and raised a beautiful business baby, or have you ended in divorce?
Ohhh the pressure of getting the digital storytelling formula ‘right’ in this ever-changing participatory media culture – do this, do that, don’t do this, don’t do that. Trying to deliver the right balance of key ingredients seems almost impossible. Just meeting expectations of being a woman is overwhelming:
Be a lady they said – girls.girls.girls.magazine won the people’s choice at The Webby Awards for public service and activism.
The task of formulating the ‘right’ storytelling strategy is daunting. It should be timely, funny, appropriate, engaging, relatable, captivating, authentic, real, relevant, connected, powerful, spreadable, ethical, embracing, mysterious, emotional, meaningful, quotable, immersive, accurate, sculpted, compelling, consistent, complimentary, relatable, true to your brand…and then you need to find the ‘right’ channels, platforms and formats. Arghhhhhh!
Is anyone else feeling a little intimidated by this (short) list of items that are essential in digital media storytelling? Well, I have just self-diagnosed my condition and have concluded that I have a serious bout of WHELM…where’s the wine?
Each item is of importance when sculpting your story, but for me the most important ingredient is being true to your brand and your core values. We discovered the negative impact for Black Milk when their narrative seemingly abandoned their brand values in the May the fourth campaign. Compounding this was their inability to embrace narrative reversal by deleting unwanted commentary, blocking followers and downplaying customer sentiment.
One would have to question whether their brand values were considered at all for this campaign that was “seen as offensive and contrary to the non-judgmental values Black Milk said it stood for”. You can find out more about the importance of brand storytelling in this blog post by Sarah Mitchell:Brand Storytelling – Turning casual fans into passionate followers’
All women are real. All Sharkies are beautiful.
When you have built an online community who are powerful brand ambassadors, THEIR values must be at the forefront:
People’s lives don’t revolve around your brand, they revolve around life. (Spreadable Media: Creating value and meaning in a networked culture by Jenkins, Ford and Green)
Social media has opened the door on content creation and communications to consumers, who, when emotionally invested, want to be a part of the bigger picture. They want to participate. In the case of Black Milk, it has built success through an extensive online community, across multiple platforms and considered groups. They have built their brand by allowing their consumers to be the storytellers, brand ambassadors, models, advertisers, and community leaders. And they galvanize their community by engaging with them – responding to every comment.
Black Milk have created a consumer network of online digital marketers who tell the story for their brand.
So, how do you become a great storyteller?
Well, the answer to that question is the cure to my WHELM. For me, you must create compelling and meaningful content for your audience that is timely, accessible AND in line with your brand’s (consumer’s) values. To do this, you need to understand your consumer, their interests and their passions and sculpt your story so that they are immersed and connected. You have to build your community with consistency, authenticity, engagement, and participation and know where they can be reached and when.
And you need to practice, practice, practice!
Do you feel the whelm like I do? Pick up your laptop and let’s soothe the whelm (cue Barry White sounds 😉 ) with some keyboard banter (and a glass of wine 😊). Tell me about your whelm feels in the comments below and I will get back to you.
