When we think about digital as a channel we think about delivering content. When we think about digital as an enabler we think about delivering results.
People are swimming in content. The question is, if your brand stopped marketing, would people miss you?
We trade our attention for value. If you’re offering meaningless fodder that any brand could produce, and that doesn’t spark conversation, you won’t be seen and remembered. Whether you have paid to be in front of people or not.
Social marketing is what we do here at Treeshake, but it’s not necessarily a term everyone is familiar with. In essence, social marketing is marketing for impact: creating campaigns for change that actually make a difference. What we like about the term is that social refers to the community we build around each campaign, but also the method we use to build that community - social media.
Every good leader knows the importance of Company Culture, and yet it is difficult to grasp and actively shape. Culture determines a groups capability to respond to change, and to function as more than the sum of its parts. To help get a handle on this seemingly intangible concept let us introduce you to the PARTS of culture.
Stories are necessary, but they're not as magical as they seem, says writer Sisonke Msimang. In this funny and thoughtful talk, Msimang questions our emphasis on storytelling and spotlights the decline of facts. During a critical time when listening has been confused for action, Msimang asks us to switch off our phones, step away from our screens and step out into the real world to create a plan for justice.
We need stories. To communicate, to understand, to relate to each other, to explain. People have, throughout time and history, incorporated storytelling (and storymaking) into their lives, because it's how we make sense of the dynamic, often complex, situations we find ourselves in. Neil Gaiman, a master storyteller, outlines the importance of a good story, and the ability stories have to shape culture and behaviour
The Significant Objects experiment is a tangible demonstration of the power of storytelling in sales and marketing. Journalist Rob Walker purchased low value objects, for on average $1.25 and had great creative writers invent stories about them. He then posted the articles on e-Bay to see if the invented story enhanced the value of the object based on what price it achieves on auction.