Some iPositioning Stories Definitions

Transcript

1. iPositioning Stories Definitions V 2 1
2. 2 We are devoted to helping B2B marketing deliver brilliant social stories and performance iPositioning Stories Definitions Story. Your story brings to life your business, products, and customers. ! Marketing continuously positions and promotes through your brand, advertising, offerings, services, and support. Story is the internal and external element that drives positioning and communications in story-driven marketing. ! The purpose of story-driven marketing is to increase awareness of your products by sharing the right moments and beliefs through a story.
3. 3 We are devoted to helping B2B marketing deliver brilliant social stories and performance iPositioning Stories Definitions Story Sheet. iPositioning Stories enables users to create, organize, share, and save story ideas, context, and content. The Story Sheet is a web browser application where ideas, narratives, and media are related on a simple, standard template. ! Each important business moment and conversation can be captured on a Story Sheet. ! Marketing creates a single story sheet to increase awareness and promote: Positioning; Messaging; Creative PR; People/Community; Campaign Story Sheet; Conversation Story Sheet; and more…
4. 4 We are devoted to helping B2B marketing deliver brilliant social stories and performance iPositioning Stories Definitions Story Sheet Components. Every Story Sheet includes 7 building blocks to help design the story. These standard design components are : FOR WHO, NEED, DESIRED IMAGE, USP, ALTERNATIVE, WHEN, MESSAGE. ! Each component provides an active, context-specific user interface to make story writing simple and efficient. ! All components are supported by iPositioning Hints. Hints allow users to create context using key data elements and attached media. There are two types of Hints: Text Hints and Media Hints.
5. 5 We are devoted to helping B2B marketing deliver brilliant social stories and performance iPositioning Stories Definitions Component Hints. iPositioning features two Hint options on all seven components. ! Text Hints are preconfigured pop-up menus of key metadata activated by “on-word” highlighting. Media Hints provide the user with the ability to enhance the understanding of each component narrative by attaching and storing related websites, images, videos and documents. ! “Hinting” is a powerful feature of iPositioning. It is necessary for creating story narrative meta data and value. Text Hints are integrated with Scout and provide the search values for targeting intelligence. Media Hints are integrated with publishing features for sharing/publishing.
6. 6 We are devoted to helping B2B marketing deliver brilliant social stories and performance iPositioning Stories Definitions Scout. The iPositioning Story Sheet includes an integrated tool for searching social networks and databases, and connecting with applications. ! Scout includes preconfigured searching topics such as: People, Companies, Groups, Videos, and Web. ! Scout provides a fast way to discover targeting intelligence and content to validate story narratives and content.
7. 7 iPositioning Stories and The Story Sheet
8. 8 B2B Marketing Teams, Creative Agencies, and Content Creators Getting Started Write It!, Select a component, immediately organize and write your ideas and narrative. ! Hint It! Enhance your narrative with component related target context for characteristics, elements, and digital media. ! Scout It!. Use targeted social networks to fine tune your narratives. Quickly discover and validate your message with evidence. Even copy and paste it into your component. ! Do it again. Have fun!
9. 9 Write a profile of the people or community that will relate to this story and share it. The FOR WHO Component Write It! Create real people or communities in your target market and business situations. You want them talking, sharing, and thinking about the story. Fine-grained and targeted. ! Hint It! Provide your story team a clear picture of these people and their situation. • Using Text Hints you can highlight key characteristics that will be used to perfect the message, context, and content. • Using Media Hints you can attach media files and URLs that further characteristic the context of the people and the situation ! Scout It! Use Scout to validate your “power words”, “elements”, “characteristics”
10. 10 Describe the problem/pain for the people in this story. The NEED Component Write It! Create real needs and pains most related to the people. Can be negative in context and tone. Business people share pains and issues with people, technology, culture, process, resources. ! Hint It! Provide your story team a clear picture of the pain/need/level of negativity for the people and their situation. • Using Text Hints you can highlight key characteristics that will be used to perfect the message, context, and content. • Using Media Hints you can attach media files and URLs that further communicate the pain and the context of the context of the people and the situation ! Scout It! Use Scout to validate your “power words”, “elements”, “characteristics”
11. 11 Identify the desired positive emotion/perception/outcome for this story. The DESIRED IMAGE Component Write It! Create a positive vision and outcome most relevant to the people and situation. Can be emotional, perception based on actions, and the outcome most interesting and powerful. Business people love to share the positive. ! Hint It! Provide your story team a clear level and image of the people sharing and receive positivity and satisfaction. • Using Text Hints you can highlight key characteristics that will be used to make the positive image or outcome. • Using Media Hints you can attach media files and URLs that further communicate how the result takes place ! Scout It! Use Scout to validate your “power words”, “elements”, “characteristics”
12. 12 Describe the distinctive, meaningful value that will be communicated in this story. The USP Component Write It! Create the distinctive, meaningful value that will be communicated and most unique . The exact capability or value that made the position happen. The Unique Story Proposition (USP) is the component that transitions the flow of the story from NEED to DESIRED IMAGE. Business people love the “aha” moment. ! Hint It! Provide your story team a clear picture and elements of the value and uniqueness. • Using Text Hints you can highlight key elements that will be used to make the transition believable and achievable. • Using Media Hints you can attach media files and URLs that further communicate the Why this is unique and a perfect way to make this a positive outcome ! Scout It! Use Scout to validate your “power words”, “elements”, “values”, “uniqueness”
13. 13 List the competing images/emotions/values that influence the people in your story. The ALTERNATIVE Component Write It! Write the most relevant competing images, emotions, values, products, people, culture, recognized and influencing people in the story. Business people are continuously viewing, reading, and communicating with alternative people, products, cultures, and communities. This can be the story in the story. ! Hint It! Provide your story team the characteristics and vision of what, where, & why influences People in the story. Identity multiple options, people, media, approaches. • Using Text Hints you can highlight key elements that will be used to make the transition believable and achievable. • Using Media Hints you can attach media files and URLs that further communicate the Why this is unique and a perfect way to make this a positive outcome ! Scout It! Use Scout to validate your “power words”, “conflicts”, “influence types”, “options”
14. 14 Describe a time period for when this story is most relevant. The WHEN Component Write It! Write the most accurate and relevant time for sharing this story based on the People, Need, and the business calendar/events. This can establish the expected timing for publishing and archiving the story play and its related digital story content. ! Hint It! Provide your story team the an accurate and target date, time, place for sharing this story. • Using Text Hints you can highlight key elements of the business event/calendar and the time period for the story. • Using Media Hints you can attach media files and URLs that further communicate the expected time frame and the targeted business campaign/initiative ! Scout It! Use Scout to validate your “time”, “season”, “place”, “events”
15. 15 Write phrases/words that will resonate with your target person/community in this story. The MESSAGE Component Write It! Write phrases, words, and terms instantly understood / recognized by the story characters and communities. MESSAGES are real world prompts and can be directly used in story plays and publishing digital story content. ! Hint It! Provide your story team the an exact phases and words to use to prompt the people and communities in the story. • Using Text Hints you can highlight the exact prompt • Using Media Hints you can attach media files and URLs that further communicates the prompt using media and related web images ! Scout It! Use Scout to validate the image and context of the “prompt”, “media”, “message”, “terms”
16. 16 Story Sheets Example
17. Thank You