Storytelling: How To Create Content That Counts€¦ · Storytelling: How To Create Content That...

Storytelling: How To Create

Content That CountsHow Can You Make Your Company’s Stories More Compelling?

Kirsten Chiala

Digital Content Lead

Oct. 19, 2015

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Kirsten Chiala@Kchiala

#RaganStorytelling

-Ken Kesey, author of “One Flew Over the Cuckoo’s Nest

@Kchiala #RaganStorytelling

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


Stories Cut Through the Clutter,Reach Us Emotionally


• Storytelling Model

• Building An Effective Team

• Sourcing Content

• Creating Diverse Content by Vehicle & Audience

• Storytelling

• Case Study

• Amplifying on Social Media

Agenda


Cisco’s Storytelling Model

Cisco’s Intranet


Cisco 360


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


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=n8n5hVar9tDHNM&tbnid=xssenQzTxj8TuM:&ved=0CAUQjRw&url=http://meship.com/Blog/2011/07/22/cloud-computing-growth-hampered-by-cost-security-concerns/&ei=vZ1eUrHXDc_figL-8oHAAg&bvm=bv.54176721,d.cGE&psig=AFQjCNGv5_NNTSeuIMSPLuYOk2ERb8A32g&ust=1382018873706381

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=n8n5hVar9tDHNM&tbnid=xssenQzTxj8TuM:&ved=0CAUQjRw&url=http://meship.com/Blog/2011/07/22/cloud-computing-growth-hampered-by-cost-security-concerns/&ei=vZ1eUrHXDc_figL-8oHAAg&bvm=bv.54176721,d.cGE&psig=AFQjCNGv5_NNTSeuIMSPLuYOk2ERb8A32g&ust=1382018873706381

Make the Most of Stories With Serial

Content


Make the Most of StoriesWith Serial Content


Make the Most of Stories With Serial

Content


How To Build An Effective Team

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

Cisco Writer’s Program‘Take, Share and Engage’


How to Create Diverse Content

Types by Platform & Audience

Diverse Content at Cisco


Diverse Content At Cisco


Diverse Content at Cisco


Employee-Generated Content


Employee Generated Content


Employee Stories


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

Storytelling

Find Good Characters


Think Visual First


Story Needs a Beginning, Middle and End

#SMSsummit@Kchiala #RaganStorytelling

Make an Emotional Connection


Readability: Flesch-Kincaid Test

• Greater than 60

• Average reading grade 5-8th


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.


Storytelling With Video

“A minute of video is worth 1.8 million words.” - Forrester Research

Boil Your Story Down to One Sentence


Listen During the Interview


Catch the Subject in Action


Use Animations or Graphics to Illustrate

If You’re Short on Compelling Video


Making Pre-Planning Count

2 Days of Filming. 4 Stories.


How Can You Do This?

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


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


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


Let’s Build Your Content Team!

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

‘Detected’ Case Study

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


Telling the ‘Internet of Everything’ Story


Detected on Social Media


Case Study: Detected

One story. Many ways to tell it.


Case Study: DetectedOne story. Many ways to tell it.


Case Study: Detected

One story. Many ways to tell it.


Amplifying Your Content on

Social Media

Social Strategy and Social Voice

It’s imperative you know your social audience and voice, and tailor your

social media tactics accordingly.


Social Strategy and Social Voice

It’s imperative you know your social audience and voice, and tailor your social

media tactics accordingly.


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


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


Social Ambassadors


Top Takeaways

What will you start, stop and continue today?

Activity

@Kchiala

#RaganStorytelling

Questions?

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