Tag: context

gravityday_ge_stories

How GE Used Stories in Social Media

Social media starts with stories, and stories are a critical part of the customer experience. It doesn’t matter if you’re talking to mavens, socialites, or homebodies — you are still telling a story. Your story will tap into communities, some stronger than others, and those communities will spread your story if you tell it in the correct context. Successful social media brands and people are not pushing a message, they’re sharing a story.

Take for instance, General Electric’s presence on Vine. GE’s customers aren’t on Vine, but that doesn’t stop them from creating viral stories that support their brand. On Sept. 9, the company started a meme around #gravityday. The premise was that an apple would drop from above, the user would interact with it, then drop the apple below off screen. When these Vines were displayed in succession, the apple was seemingly falling through a series of Vines, each one telling its own story with the apple, but as a part of the greater #gravityday story. Continue reading “How GE Used Stories in Social Media” »

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How To Strategically Use Context To Craft Your Story

The reason for businesses to have a story is to build emotional connections with the target market: the audience. Having a story gives the audience reasons beyond price and availability to desire and purchase your product. The catch is, of course, that considering how quickly information flows today, you can’t just tell your story once. You need tell your story over and over again in a series of content, and continually reinforce that content with other kinds of content. But not all content is the same. 

Context is what drives your content, and therefore, context drives your story! People use context to tell stories that appeal to specific audiences all the time. One image or sound bite can be used to tell multiple stories. Just one look at the mass media and you can see many examples of this tactic Continue reading “How To Strategically Use Context To Craft Your Story” »

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Why Context Needs To Be Part of Your Content Strategy

The Internet gave everybody the opportunity to have a voice, which pushed businesses of all sizes to become content publishers. Businesses in both B2B and B2C industries that wanted to stay in front of their audience online had to develop content that would then be distributed over blogs, social profiles and websites to keep search engines recommending their pages and their consumers aware of their products. But not all content is the same. In fact, each piece of content should have a specific purpose and speak to specific subgroups within your audience, and this requires context.

Context is what differentiates content and makes it resonate with different people in your audience. This context is the key to deciding what to say and how to say it. For instance, how a consumer uses your product changes the way you would talk about that product with him or her. And there are other contextual considerations to take into account as well Continue reading “Why Context Needs To Be Part of Your Content Strategy” »