Storytelling: How To Create Content That Counts€¦ · Storytelling: How To Create Content That Counts How Can You Make Your Company’s Stories More Compelling? Kirsten Chiala Digital
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Storytelling: How To Create
Content That CountsHow Can You Make Your Company’s Stories More Compelling?
Kirsten Chiala
Digital Content Lead
Oct. 19, 2015
Why Do We Need to Tell Stories?
We live in a cluttered world.
– 300 hours of video are uploaded to YouTube every minute
– 453 Instagram photos uploaded per second
– 52,083 Facebook likes per second
– Average of 5,700 Tweets per second
@Kchiala #RaganStorytelling
• Storytelling Model
• Building An Effective Team
• Sourcing Content
• Creating Diverse Content by Vehicle & Audience
• Storytelling
• Case Study
• Amplifying on Social Media
Agenda
@Kchiala #RaganStorytelling
Cisco’s Communications Agenda
Internet of Everything
4th Wave of the Internet
InnovationCisco as a
disruptor of markets
Fast ITLeading the evolution to
network-centric IT
Leadership
Choose Cisco for its people and
leaders
@Kchiala #RaganStorytelling
Cisco’s Integrated Team
Content
– Content lead
– 1 ½ producers
– 1 videographer
– 1 graphic designer
– Cisco Writer’s Program (15 global
journalists)
Social
– Strategy
– Community manager
– The Platform blog manager
– Social Media agency
Web
• Strategy and support (3+ contractors)
Content Team
Social Team
Web Team
Social Media
Communications Team
A network of 15 journalists around the globe.
Traditional journalists create authentic, timely, non-branded content.
Cisco team vets stories to ensure alignment with corporate messages.
Daily Mail BusinessWeek New York Times Fortune
Cisco’s Writer’s Program
Brainstorm Session
Aligning With Strategy
1. Identify a Corporate Objective
2. Determine the story you need to tell.
3. How will you tell it?
@Kchiala
#RaganStorytelling
Readability: Flesch-Kincaid Test
• Greater than 60
• Average reading grade 5-8th
@Kchiala #RaganStorytelling
Use Simple Sentences
Before
Cisco provides a unique value for
customers to fully exploit the
opportunities created by IOT
through its ability to offer
networking, compute and storage
from cloud to fog.
After
Cisco provides security
throughout the extended network.
@Kchiala #RaganStorytelling
Use Animations or Graphics to Illustrate
If You’re Short on Compelling Video
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Use Mobile Technology Creatively
Do’s
• Film in landscape mode
• Download Apps (like Camera+ or CameraZOOMFx) to take better pictures
• Step closer to your subject
• Leverage Instagram or Vine for short messages
• Be brave! Try new tools like Periscope
Don’ts
• Film in portrait mode
• Forget to record in high
resolution
• Use digital zoom
• Only focus on 2- to 5-minute
videos
@Kchiala #RaganStorytelling
Steps to Sourcing Stories
1. Look around & connect
2. Educate on why brand journalism is important
3. Ask for content
4. Set regular meetings
Content Team
@Kchiala #RaganStorytelling
Proving Value
• Managing/Creating Change
• Pulse Surveys
• Employee Engagement
– 2.5 times more revenues vs. competitors with low engagement
levels
– Highly engaged employees 87% less likely to leave their companies
– Employees with highly engaged employees achieve twice the
annual net income
@Kchiala #RaganStorytelling
Activity
Share Your Answers
1. Do an audit of your organization.
2. Which 3 to 5 groups have great stories to share?
3. How will you connect with them?
@Kchiala
#RaganStorytelling
Internet of Everything
Source: “The Internet of Everything: A $19 Trillion Opportunity,” Cisco Consulting Services, 2014
Leveraging Data into More Useful Information for
Decision Making
Data
Delivering the Right Information to the Right Person (or Machine) at the Right Time
ProcessConnecting People in More Relevant,
Valuable Ways
People
Physical Devices and Objects Connected to the Internet and Each Other for Intelligent Decision Making (IoT)
Things
@Kchiala #RaganStorytelling
Social Strategy and Social Voice
It’s imperative you know your social audience and voice, and tailor your
social media tactics accordingly.
@Kchiala #RaganStorytelling
Social Strategy and Social Voice
It’s imperative you know your social audience and voice, and tailor your social
media tactics accordingly.
@Kchiala #RaganStorytelling
Influencer Outreach
• Identify our ‘Evergreen’ list of influencers
• Target influencer engagement to drive thought-
leadership with target audiences
• Watch for key content shared by influencers
@Kchiala #RaganStorytelling
How We Distribute and Amplify Content
• Write social copy with our audience in mind
• Build specialized graphics for key stories
• Publish all content across Cisco’s corporate
social media properties
• Work with internal Cisco teams to amplify
• Work with employee ambassadors for
sharing
• Conduct influencer outreach
• Consider paid support for key business
content
@Kchiala #RaganStorytelling
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