- What is corporate communication and why is storytelling used there?
- What makes for successful storytelling in corporate communications?
- Case studies and real world examples
1. What is corporate communication and why is storytelling used?
1.1 Corporate communication
In my opinion, corporate communication meaning to interact with different targets in relation with a business. It means to provide adequate information to customers to get them buy our products and services. Corporate communication besides is to deliver necessary operating issues for stakeholders and employees. This shows transparency, respect and good structure within the organisation.
According to Corporate Communication book by Argentti there are four categories of corporate communication including messages, corporation, constituencies and constituency responses. Each category influences on communication performance such as which channels to be used? What resources available? who are corporation's constituencies?
Corporate communication reflects two types of communications which are internal and external. Internal communication is more likely to deal with personnel and stakeholders whilst external communication is used to react the moves of clients, partners, providers, governments etc. At the beginning people came up with corporate communication to provide a strategic tool for public relations. Nowadays, it covers wilder range from marketing to advertising, PR, promotion, etc.
Marketing communication belongs to external communication. It utilises marketing resources to transfer important issues to the targeted audience. External communication comprises also PR with the purpose of linking business ideas to the audience's recognition.
Argenti, P. 2009. Corporate Communication. McGraw-Hill. New York.
Vinayak, Nagaonkar 2014. Corporate communications LinkedIn shareslide. http://www.slideshare.net/vinayaka57?utm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview
1.2 Why storytelling?
On the book The Dream Society by Rolf Jensen mentions that the world's most successful organisations like Disney, Nike, Rolex have recognised by created touching stories that went viral. Jensen stated that nowadays people buy a watch not just for checking time. They take that function to be granted so they have no concern how accurate it is. It more about lifestyle and sorry behind to discover. Storytelling had become an adventure that makes buyers curious and excited of the products.
Now that social media and technology play key roles in social trend that need better marketing strategy and having a promo video comes viral would be a dream all marketers have wanted. This takes the context to be an era of storytellers and the stories behind products will provide competitive advantage for the company.
1.1 Corporate communication
In my opinion, corporate communication meaning to interact with different targets in relation with a business. It means to provide adequate information to customers to get them buy our products and services. Corporate communication besides is to deliver necessary operating issues for stakeholders and employees. This shows transparency, respect and good structure within the organisation.
According to Corporate Communication book by Argentti there are four categories of corporate communication including messages, corporation, constituencies and constituency responses. Each category influences on communication performance such as which channels to be used? What resources available? who are corporation's constituencies?
Corporate communication reflects two types of communications which are internal and external. Internal communication is more likely to deal with personnel and stakeholders whilst external communication is used to react the moves of clients, partners, providers, governments etc. At the beginning people came up with corporate communication to provide a strategic tool for public relations. Nowadays, it covers wilder range from marketing to advertising, PR, promotion, etc.
Marketing communication belongs to external communication. It utilises marketing resources to transfer important issues to the targeted audience. External communication comprises also PR with the purpose of linking business ideas to the audience's recognition.
Argenti, P. 2009. Corporate Communication. McGraw-Hill. New York.
Vinayak, Nagaonkar 2014. Corporate communications LinkedIn shareslide. http://www.slideshare.net/vinayaka57?utm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview
1.2 Why storytelling?
On the book The Dream Society by Rolf Jensen mentions that the world's most successful organisations like Disney, Nike, Rolex have recognised by created touching stories that went viral. Jensen stated that nowadays people buy a watch not just for checking time. They take that function to be granted so they have no concern how accurate it is. It more about lifestyle and sorry behind to discover. Storytelling had become an adventure that makes buyers curious and excited of the products.
Now that social media and technology play key roles in social trend that need better marketing strategy and having a promo video comes viral would be a dream all marketers have wanted. This takes the context to be an era of storytellers and the stories behind products will provide competitive advantage for the company.
2. What makes successful storytelling?
The important thing to get public attention is to give away emotional feelings. The effective way to tell a good story is to bring real social problems and relationships into the video. It is easier for us to recall stories than facts, so the stories should create an experience like a journey that really happen to us. The public then still keeps the sympathy feeling after a while of watching and will remember it.
Each story needs to connect to the fundamental factors of the product to express business idea rationally. Jensen gives key emotional needs in The Dream Society which are adventure, togetherness, to care and be cared for, to define ourselves, to feel safe and secure, to display our confictions. Understand those needs are profiting by meeting them.
There are many reasons make a video become viral. One of the most successful videos gaining lots of concerns from the public currently is Puppyhood video. The pie graph below depicts the sharing dynamics of the crowd for Puppyhood.
Jensen, Rolf 2001. The Dream Society. McGraw-Hill. New York.
Zhi, Yuan 2015. How to improve your sales emphatically through storytelling. http://seopressor.com/blog/how-to-improve-your-sales-emphatically-through-storytelling/
Brand Vietnam 2015. The secret of viral videos. http://www.brandsvietnam.com/7551-Bi-mat-cua-nhung-video-lan-truyen
The important thing to get public attention is to give away emotional feelings. The effective way to tell a good story is to bring real social problems and relationships into the video. It is easier for us to recall stories than facts, so the stories should create an experience like a journey that really happen to us. The public then still keeps the sympathy feeling after a while of watching and will remember it.
Each story needs to connect to the fundamental factors of the product to express business idea rationally. Jensen gives key emotional needs in The Dream Society which are adventure, togetherness, to care and be cared for, to define ourselves, to feel safe and secure, to display our confictions. Understand those needs are profiting by meeting them.
There are many reasons make a video become viral. One of the most successful videos gaining lots of concerns from the public currently is Puppyhood video. The pie graph below depicts the sharing dynamics of the crowd for Puppyhood.
Jensen, Rolf 2001. The Dream Society. McGraw-Hill. New York.
Zhi, Yuan 2015. How to improve your sales emphatically through storytelling. http://seopressor.com/blog/how-to-improve-your-sales-emphatically-through-storytelling/
Brand Vietnam 2015. The secret of viral videos. http://www.brandsvietnam.com/7551-Bi-mat-cua-nhung-video-lan-truyen
3. Case studies by existed video commercial
This is a very emotional commercial from MetLife Inc. which is the holding corporation for the Metropolitan Life Insurance Company. MetLife's headquarter is based in New York City. The commercial delivered meaningful story of family love: parents always love their kids and all children deserve to be sacrificed for.
This is the video about breast cancer fighting from a mom and how family is there to support her and love her. It is emotional and sad that made people think it real. The commercial was made by Canadian Breast Cancer Foundation CIBC Run for the Cure.
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