Insights

Bobby Rettew's Creative Blog
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Creating a path for those to find your story

I have been thinking lately about how we get our stories to people…distribution points. The one thing that I consistently preach to my students and my clients:

  1. Audience – Who are the audience(s) you are trying to reach..list them ALL!
  2. Purpose – What is the sole reason you have something to say or tell.
  3. Delivery – What are you going to use to get that message to those audience(s).

These points create context…context for the message. As you notice…they are intertwined. Well, you may have a great story, but if you do not know how the audience can access the message…then you might be creating the best Super Bowl message for an audience who does not have a television. You might be creating the most unbelievable email marketing campaign, and your target audience does not open emails.

We have to think about distribution…yes, it comes down to delivering the message. Here is a list of distribution methods:

  1. Web
  2. Blogs
  3. Television
  4. Home Phone
  5. Mobile Phones
  6. PDA’s
  7. Text Messaging
  8. Twitter
  9. Facebook
  10. Fax
  11. Mail
  12. Brochures
  13. Business Cards
  14. White Papers
  15. Annual Reports
  16. Online Video
  17. Mobile Video
  18. Newspaper
  19. Radio
  20. Satellite Radio

Now let’s look at major “Anchor” tools where stories can be told, the beginning of the food chain:

  1. Web
  2. Blogs
  3. Newspapers
  4. Brochures
  5. White Papers
  6. Annual Reports
  7. Television
  8. Radio
  9. Satellite Radio

These places are where the stories are produced and created for audiences to eventually find themselves enjoying content. But, we have different distribution points to bring these audience back to the original source…teasing them with a hint of what’s to come:

  1. Twitter
  2. Facebook
  3. Mail
  4. Fax
  5. Business Cards
  6. Radio
  7. Text Messaging
  8. Mobile Video
  9. Home Phones
  10. Mobile Phones

The point here is when we create stories, we can use these “Anchor” tools to place our stories and use the distribution points to bring audiences back to this place…to learn more, read more, or hear more. The new face of our organizations is our “Web Property”… our main website.
the-story-process
Organizations are learning that they must invest just as much time, effort, energy, resources, and money into shaping their main web property as the major distribution point of information. The organization internally must support this new media and begin using the distribution tools necessary to funnel audiences back to this portal.

Organizations are also learning to re-shape marketing budgets, pr budgets, and IT budgets to allow resources necessary to create, provide, and drive traffic to a web portal and IT providers are learning to build robust systems to support this audience base.

Organizations are also starting to learn that Social Media Technologies are just as efficient as other distribution tools to gain audiences attention with “Teasers” of content, finding new ways to tell stories in a distributive method. This distributive method is now the online community building technologies. Providing portals of conversation where people can engage and connect…and allowing the “Tribe” mentality to shape the community which becomes the online cheerleading section.

So now that ealier way to analyze context of a story is starting to take new shape:

  1. Audience(s) – Name all the audiences
  2. Purposes(s) – What is the purpose of the over-arching message and for each distribution points
  3. Delivery – What is the main point of delivery and what are the sub-distribution points that will tease audiences back to the mother ship.

To me…this is a game. How do we tell one story with multiple layers. Allow the audience to follow the “red-string” along the many paths of distribution points to ultimately get to the main story. What is your story, how are you telling that story, how are you reaching your audience(s), well…I am listening!

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What did you gain…really?

1) Explain the experience of taking a test together, what did you gain by using this method.
2) If you chose not to use the answers that the group suggested, why…what was your reasoning?
3) Do you feel that your academic integrity was compromised?
4) Do you think that someone was capitalizing on your academic knowledge…maybe the student that did not study.
5) What is a situation that using a collaborative method of communication (taking a test) would not be beneficial.
6) What made you naturally choose to work in a group when I just laid down the tests and said good luck.
7) Were their any rules, or did the classroom create the rules?

1) Explain the experience of taking a test together, what did you gain by using this method?

2) If you chose not to use the answers that the group suggested, why…what was your reasoning?

3) Do you feel that your academic integrity was compromised?

4) Do you think that someone was capitalizing on your academic knowledge…maybe the student that did not study?

5) What is a situation that using a collaborative method of communication (taking a test) would not be beneficial?

6) What made you naturally choose to work in a group when I just laid down the tests and said good luck?

7) Were there any rules, or did the classroom create the rules?

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ENGL 304 – Test One Study Guide

Chapter One
1) According to the National Commission on Writing, employees “almost always” use which of the following forms of writing?
2) The Dartnell Institute of Business Research found that the cost of producing and mailing one letter averages almost:
3) Select the false statement about writing:
Good writing tells your audience that you can think logically and communicate your thoughts clearly.
Poor writing reveals that you can neither think clearly nor communicate your thoughts effectively.
Writing is an extension of your interpersonal communication skills at work.
Your writing ability will never affect your job performance.
4) Whether you are looking for a job or are already employed, how will you need to communicate to diverse audiences?
5) What are the three basic communication styles?
6) What are the characteristics of an aggressive communication style?
7) According to the 2006 survey by the National Association of Colleges and Employers, what are the skills employers identify as part of their top ten employee qualities?
Chapter Three
1) How do you achieve higher audience involvement with your writing?
2) Identify the following audiences and their characteristics:
Specialist audience
Semi-specialist audience
Lay audience
Multiple audience
Multicultural audience
3) Identify & define stereotyping.
4) How do you avoide sexist language?
5) Identify workplace documents and appropriate communication for workplace documents.
Chapter Six
1) Identify what will help you become a clearer writer.
2) Define and identify “passive voice”.
3) Describe the Gunning Fog index.
4) Define multisyllabic.
5) What will lower the fog index for a document?
6) Why should you not rely solely on computer spell checks to catch spelling mistakes?
Chapter Nine
1) Identify how Blogs are a unique type of communication channel.
2) Identify the characteristics of Online readers.
3) Understand and identify the characteristics of  e-mail.
4)  Identify the characteristics of E-mail messages written in the workplace.
5) Identify the benefits & characteristics of instant messaging.
6) Identify the forms of Blogging.
Chapter Ten
1) Why is the audience for memos usually specialist or semi-specialist?
2) Identify effective subject lines.
3) What should you do in the memo’s introduction?
4) Why is a clear conclusion important in a memo?
5) What is the best solution to make sure that every reader will understand the acronyms you use in your memo?
6) What are the BEST example of an informal, friendly tone appropriate for memos?
7) When is chronological organization appropriate in a memo?
8) Why is clustering a useful planning activity for writing memos?
9) Which question should you consider when clarifying your audience for memos,
10)  What are the dangers of writing sloppy or negative letters?
11) What information belongs in the writer’s address section of a letter?
12) Where is the proper location for the date of the letter?
13) What is the BEST option in a letter if you do not know the receiver’s name?
14) What is the most important information to include in the conclusion of your letter of inquiry?
15) What are the goals of a cover letter?
16) When rewriting any letter, what ways do you make sure that you have made it reader-friendly?

Chapter One

1) According to the National Commission on Writing, employees “almost always” use which of the following forms of writing?

2) The Dartnell Institute of Business Research found that the cost of producing and mailing one letter averages almost:

3) Select the false statement about writing:

  • Good writing tells your audience that you can think logically and communicate your thoughts clearly.
  • Poor writing reveals that you can neither think clearly nor communicate your thoughts effectively.
  • Writing is an extension of your interpersonal communication skills at work.
  • Your writing ability will never affect your job performance.

4) Whether you are looking for a job or are already employed, how will you need to communicate to diverse audiences?

5) What are the three basic communication styles?

6) What are the characteristics of an aggressive communication style?

7) According to the 2006 survey by the National Association of Colleges and Employers, what are the skills employers identify as part of their top ten employee qualities?

Chapter Three

1) How do you achieve higher audience involvement with your writing?

2) Identify the following audiences and their characteristics:

  • Specialist audience
  • Semi-specialist audience
  • Lay audience
  • Multiple audience
  • Multicultural audience

3) Identify & define stereotyping.

4) How do you avoide sexist language?

5) Identify workplace documents and appropriate communication for workplace documents.

Chapter Six

1) Identify what will help you become a clearer writer.

2) Define and identify “passive voice”.

3) Describe the Gunning Fog index.

4) Define multisyllabic.

5) What will lower the fog index for a document?

6) Why should you not rely solely on computer spell checks to catch spelling mistakes?

Chapter Nine

1) Identify how Blogs are a unique type of communication channel.

2) Identify the characteristics of Online readers.

3) Understand and identify the characteristics of  e-mail.

4)  Identify the characteristics of E-mail messages written in the workplace.

5) Identify the benefits & characteristics of instant messaging.

6) Identify the forms of Blogging.

Chapter Ten

1) Why is the audience for memos usually specialist or semi-specialist?

2) Identify effective subject lines.

3) What should you do in the memo’s introduction?

4) Why is a clear conclusion important in a memo?

5) What is the best solution to make sure that every reader will understand the acronyms you use in your memo?

6) What are the BEST example of an informal, friendly tone appropriate for memos?

7) When is chronological organization appropriate in a memo?

8) Why is clustering a useful planning activity for writing memos?

9) Which question should you consider when clarifying your audience for memos,

10)  What are the dangers of writing sloppy or negative letters?

11) What information belongs in the writer’s address section of a letter?

12) Where is the proper location for the date of the letter?

13) What is the BEST option in a letter if you do not know the receiver’s name?

14) What is the most important information to include in the conclusion of your letter of inquiry?

15) What are the goals of a cover letter?

16) When rewriting any letter, what ways do you make sure that you have made it reader-friendly?

Blog’s With Answers
http://briannaeason.wordpress.com – Chapter One
http://carolinespears.wordpress.com – Chapter Three
http://joshlopes.wordpress.com – Chapter Six
http://kellymoses.wordpress.com – Chapter Nine
http://jonisoto.wordpress.com – Chapter Ten (ques 1-8)
http://darrinsorenson.wordpress.com – Chapter Ten (ques 9-16)

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Ownership is more than task oriented learning!

This is the first time I am teaching Technical Writing at Clemson University, which is based in the Department of English. It was a last minute request by the department since they had a full time lecturer give their notice on January 1 of this year. Years ago, I took Technical Writing as an undergraduate and Technical Editing as a graduate student.
There are two classes wrapped around professional, advanced writing based solely on the type of students and the academic curriculum. You find more science based students (engineering, sciences, etc.) in Technical Writing and more business and liberal arts students in Business Writing.
So I decided to build the class around the needs of the students, where the students could take on ownership of the curriculum and I would provide the direction and professional instruction. So, I gave them a few example syllabuses from other Technical Writing classes at Clemson. I asked to to take the syllabuses and the book that is required, separate into groups, and build a syllabus based on their needs and wants. I gave them two days to take this information, collaborate with their group members to write this syllabus, and then be prepared to propose to the class what the syllabus would offer. Then, the whole class would vote which syllabus to use.
I knew that each group would propose different approaches but ultimately there would similar themes which would lead to having a hard time to vote on one particular syllabus. The consensus…well the favorite syllabus had nothing to do with curriculum but how the group wrote and clearly communicated in the document an obtainable plan. So, we decided to take the core consistent elements, and put them into the well written syllabus structure one of the groups created.
But here is what they learned…this group of engineers, mathematicians, and scientists learned how to write, communicate, and sell their vision. While they presented, other class members had questions and concerns. These ideas were voiced and at sometimes, heated discussion took place over a project that some did not feel comfortable taking part…live interviewing.
The first day of class, each student just wanted a syllabus. They wanted a “professor” to just tell them what to do so they could read the chapter, study for a test, and move to the next task. They were quiet, reserved, and un-willing to voice opinions. What has happened in just two weeks…a group has taken ownership of the time they are investing in three hours a week. Ownership in class instruction and all the outside work associated with this semester.
They are not only thinking…but taking ownership in their future. They are acting like entrepreneurs, visionaries…those who want to engage and take an active role in the educational experience that they are investing.
I love teaching!

tech-writing-proposal
This is the first time I am teaching Technical Writing at Clemson University, which is based in the Department of English. It was a last minute request by the department since they had a full time lecturer give their notice on January 1 of this year. Years ago, I took Technical Writing as an undergraduate and Technical Editing as a graduate student.

There are two classes wrapped around professional, advanced writing based solely on the type of students and the academic curriculum. You find more science based students (engineering, sciences, etc.) in Technical Writing and more business and liberal arts students in Business Writing.

So I decided to build the class around the needs of the students, where the students could take on ownership of the curriculum and I would provide the direction and professional instruction. So, I gave them a few example syllabuses from other Technical Writing classes at Clemson. I asked to to take the syllabuses and the book that is required, separate into groups, and build a syllabus based on their needs and wants. I gave them two days to take this information, collaborate with their group members to write this syllabus, and then be prepared to propose to the class what the syllabus would offer. Then, the whole class would vote which syllabus to use.

I knew that each group would propose different approaches but ultimately there would similar themes which would lead to having a hard time to vote on one particular syllabus. The consensus…well the favorite syllabus had nothing to do with curriculum but how the group wrote and clearly communicated in the document an obtainable plan. So, we decided to take the core consistent elements, and put them into the well written syllabus structure one of the groups created.

But here is what they learned…this group of engineers, mathematicians, and scientists learned how to write, communicate, and sell their vision. While they presented, other class members had questions and concerns. These ideas were voiced and at sometimes, heated discussion took place over a project that some did not feel comfortable taking part…live interviewing.

The first day of class, each student just wanted a syllabus. They wanted a “professor” to just tell them what to do so they could read the chapter, study for a test, and move to the next task. They were quiet, reserved, and un-willing to voice opinions. What has happened in just two weeks…a group has taken ownership of the time they are investing in three hours a week. Ownership in class instruction and all the outside work associated with this semester.

They are not only thinking…but taking ownership in their future. They are acting like entrepreneurs, visionaries…those who want to engage and take an active role in the educational experience that they are investing.

I love teaching!

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Efficient Storytelling Increases Connectivity

One of the hardest things I think I have ever taught or created was the “Elevator Pitch”. Have you ever tried to sit down and write your elevator pitch for your business, your message, or your cause? You know what I am talking about, when you walk into a room of people (whether large or small) and you shake hands and they ask, “Hey there, how are you…tell me about yourself.” Can you recite that perfect message, that one piece that not only peeks someone’s interest but has one major characteristic: it is repeatable. Why repeatable? Well, you want that person to remember your pitch, and be able to have that person turn around and introduce you to someone else and be able to repeat that pitch for you…increasing connectivity.
The same thing is true for creating an effective 30 second television spot. Think about it for a second, it is a company’s elevator pitch. You have only one shot to grab someone’s attention, relay and efficient and effective message that pulls someone off the couch or from across the room to pay attention, understand and comprehend, then be able to remember to repeat it. Why repeat, so they can go find your product/service/cause or tell someone that might need or want that product/service/cause.
As I discussed in the my blog entry Building Communities Around Media | Stories of Connectivity, communities are not connected via relationships, yet stories are the connectivity between relationships that build communities. These stories have to be efficient so that the connectivity increases. If you can tell a story, deliver a pitch, create a effective/repeatable spot; people are much more willing and able to repeat that story…and their connectivity increases via those stories.
Imagine walking in a room filled with 500 people. If you had a story to tell, a pitch to give, or an introduction to present; and this story can’t be told efficiently and effectively. The people that you are there to meet loose interest, change the subject, and less likely to connect you with other individuals (their friends in the room). The same is true with that television spot. If the message is not efficient and the story gets lost, then audience is more likely to TiVo past this spot or just not pay attention.
What do I mean by an efficient story, it comes down to understanding purpose, brand, audience, and delivery. You have to recognize that core message for that story and deliver in a fashion that is repeatable. There is a litmus test I like to use; the power of this Social Media Tool called Twitter. Have you ever written a script for a spot or that elevator pitch, now see if you can write in 140 characters. Yes, so you can Tweet that message. But if you want to make it repeatable, then write it in 120 characters just incase someone wants to Re-Tweet the message which usually takes up 20 characters.
The point of this discussion comes down to one example…Super Bowl Television Spots. These are crucial time slots where companies invest millions of dollars in placement, messaging, research, and production. Do you think they better create a message that is efficient enough, effective enough so that one time it runs during the Super Bowl, you will remember it and do exactly what they want you to do. Most of these companies have one shot to increase connectivity in the communities they are trying to attract…by creating a memorable, efficient, repeatable message. The more efficient, the more memorable, the more repeatable, the more it will reach more ears…thus increasing connectivity.

One of the hardest things I think I have ever taught or created was the “Elevator Pitch”. Have you ever tried to sit down and write your elevator pitch for your business, your message, or your cause? You know what I am talking about, when you walk into a room of people (whether large or small) and you shake hands and they ask, “Hey there, how are you…tell me about yourself.” Can you recite that perfect message, that one piece that not only peeks someone’s interest but has one major characteristic: it is repeatable. Why repeatable? Well, you want that person to remember your pitch, and be able to have that person turn around and introduce you to someone else. Be able to repeat that pitch for you…increasing connectivity.

The same thing is true for creating an effective 30 second television spot. Think about it for a second, it is a company’s elevator pitch. You have only one shot to grab someone’s attention, relay an efficient and effective message that pulls someone off the couch or from across the room to pay attention, understand and comprehend, then be able to remember to repeat it. Why repeat, so they can go find your product/service/cause or tell someone that might need or want that product/service/cause.

As I discussed in the my blog entry Building Communities Around Media | Stories of Connectivity, communities are not connected via relationships, yet stories are the connectivity between relationships that build communities. These stories have to be efficient so that the connectivity increases. If you can tell a story, deliver a pitch, create a effective/repeatable spot; people are much more willing and able to repeat that story…and their connectivity increases via those stories.

Imagine walking in a room filled with 500 people. If you had a story to tell, a pitch to give, or an introduction to present; and this story can’t be told efficiently and effectively…then the people that you are there to meet loose interest, change the subject, and less likely to connect you with other individuals (their friends in the room). The same is true with that television spot. If the message is not efficient and the story gets lost, then audience is more likely to TiVo past this spot or just not pay attention.

What do I mean by an efficient story, it comes down to understanding purpose, brand, audience, and delivery. You have to recognize that core message for that story and deliver in a fashion that is repeatable. There is a litmus test I like to use; the power of this Social Media Tool called Twitter. Have you ever written a script for a spot or that elevator pitch, now see if you can write it in 140 characters…tell that same story in only 140 characters. Yes, so you can Tweet that message. But if you want to make it repeatable, then write it in 120 characters just incase someone wants to Re-Tweet the message which usually takes up 20 characters. The point here is to drill it down to the core message and make it so it is replicatable.

The point of this discussion comes down to one example…Super Bowl Television Spots. These are crucial time slots where companies invest millions of dollars in placement, messaging, research, and production. Do you think they better create a message that is efficient enough, effective enough so that one time, ONE TIME it runs during the Super Bowl, you will remember it and do exactly what they want you to do. Most of these companies have one shot to increase connectivity in the communities they are trying to attract…by creating a memorable, efficient, repeatable message. The more efficient, the more memorable, the more repeatable, the more ears it will reach…thus increasing connectivity.

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Building Communities Around Media | Stories of Connectivity

Telling stories has to have a purpose…there is a reason why you want to tell that story! You want to reach an audience, you want someone to listen to your story. We have been telling stories as long as we can remember. Whether it is around the kitchen table, in the car, wherever there is someone to listen.
We need a medium to deliver the story; whether it is our voice, the written word, or some piece of technology. These stories are told to create a group of listeners, ones who are attracted to these stories, and sometimes in a way so that they can repeat them. Whether it is the printing press, a website, video, pen & paper, radio,  or even the cave walls…technology takes these stories and creates a community around the distribution method.
From one perspective, communities are built around people and relationships. The communities grow as the relationships grow, and as more and more people cross paths, the level of connectivity increases. But for those people to connect, there must be a “red string” that connects these relationships, so a piece of communication that connects is the common place. That common place, that “red string” are stories. The stories are the ties that bind communities.
Think about LinkedIn, which has the different degrees of connectivity between relationships. But how is that relationship formed? What story was told to connect those people together, or that layer of connectivity, that “red string” that ties those people together? The lines that connect the dots represent that story of connectivity.
Those who have larger layers of connectivity have the ability to use some distribution method (voice, technology, etc.) as a shared place to continually transmit those stories.
So this brings me to the thesis of this discussion, stories of purpose that have found the right method to deliver and so create the connectivity in the communities in which we exist. So how are we really telling our stories, how are we really relaying our passion? Are we sharing to a mass audience or a small group of people?
Think for a second…remember when you are trying to remember a conversation you had or how you arrived at a particular thought. You start back-tracking though the stories you heard, the stories that were told. You identify the conversations you had…those conversations take place between people. Can you remember the stories that have had the greatest impacts on the people you told? Think…what story have you told that created a reaction then was repeated to another?
We want to know how stories are reaching people right now. We want to measure it through tracking mechanisms, whether it be Google Analytics, Neilsen Meters, number of magazines sold, or even the number of people that sign up to hear us speak. Is it tracking the connectivity via technology? What it’s really tracking is the effectiveness of the story. We all want our story to be told, we want someone to repeat that story in its complete authenticity. We want to connect with those who identify with our stories. Are we more focused on the reach or the story itself?
Technology is a commodity, the distribution point is a commodity, but the story has an equitable value beyond the value associated. There is value in the means to reach the audience, but the true value lies in the heart of the story. The stories are those that connect us to others, not the technology, not other people, but the “red string” of connectivity that lies inside our stories.

Telling stories has to have a purpose…there is a reason why you want to tell that story! You want to reach an audience, you want someone to listen to your story. We have been telling stories as long as we can remember. Whether it is around the kitchen table, in the car, wherever there is someone to listen.

We need a medium to deliver the story; whether it is our voice, the written word, or some piece of technology. These stories are told to create a group of listeners, ones who are attracted to these stories, and sometimes in a way so that they can repeat them. Whether it is the printing press, a website, video, pen & paper, radio,  or even the cave walls…technology takes these stories and creates a community around the distribution method.

From one perspective, communities are built around people and relationships. The communities grow as the relationships grow, and as more and more people cross paths, the level of connectivity increases. But for those people to connect, there must be a “red string” that connects these relationships, so a piece of communication that connects is the common place. That common place, that “red string” are stories. The stories are the ties that bind communities.

Think about LinkedIn, which has the different degrees of connectivity between relationships. But how is that relationship formed? What story was told to connect those people together, or that layer of connectivity, that “red string” that ties those people together? The lines that connect the dots represent that story of connectivity.

Those who have larger layers of connectivity have the ability to use some distribution method (voice, technology, etc.) as a shared place to continually transmit those stories.

So this brings me to the thesis of this discussion, stories of purpose that have found the right method to deliver and so create the connectivity in the communities in which we exist. So how are we really telling our stories, how are we really relaying our passion? Are we sharing to a mass audience or a small group of people?

Think for a second…remember when you are trying to remember a conversation you had or how you arrived at a particular thought. You start back-tracking though the stories you heard, the stories that were told. You identify the conversations you had…those conversations take place between people. Can you remember the stories that have had the greatest impacts on the people you told? Think…what story have you told that created a reaction then was repeated to another?

We want to know how stories are reaching people right now. We want to measure it through tracking mechanisms, whether it be Google Analytics, Neilsen Meters, number of magazines sold, or even the number of people that sign up to hear us speak. Is it tracking the connectivity via technology? What it’s really tracking is the effectiveness of the story. We all want our story to be told, we want someone to repeat that story in its complete authenticity. We want to connect with those who identify with our stories. Are we more focused on the reach or the story itself?

Technology is a commodity, the distribution point is a commodity, but the story has an equitable value beyond the value associated. There is value in the means to reach the audience, but the true value lies in the heart of the story. The stories are those that connect us to others, not the technology, not other people, but the “red string” of connectivity that lies inside our stories.

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Part 1: Interview w/ Bob Inglis: Creating Jobs via Energy

Bob Inglis was willing to leave it all at the door and get on stage and chat about the transparent use of Social Media tools as a political leader in Washington. After the session, he was able to spend a few minutes with me chatting about various topics, each of which will be released one at a time over the next few weeks.

Today’s short sound-bite  is centered around the tremendous opportunity of “Energy” and how South Carolina can become a leader in this conversation. South Carolina has a chance to “repower our lives” and it can be done right here in the upstate. He specifically talked economic development in terms of what is in store for tomorrow and the opportunity of creating jobs.

smcGreenville-webTo listen to the the complete presentation and conversation between Congressman Bob Inglis and Trey Pennington, go to SMCGreenville.com.

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back to basics – a well written allstate spot!

1931
Not exactly a great year to start a business
but
that is when allstate opened it’s doors
and through the 12 recessions since
they noticed after the fear subside
a funny thing happens
people start enjoying the small things in life
a home cooked meal
time with loved ones
appreciating the things we do have
the things we can count on
it is back to basics
and the basics are good
protect them…
put them in
good hands

1931

not exactly a great year to start a business

but

that is when allstate opened it’s doors

and through the 12 recessions since

they noticed after the fear subside

a funny thing happens

people start enjoying the small things in life

a home cooked meal

time with loved ones

appreciating the things we do have

the things we can count on

it is back to basics

and the basics are good

protect them…

put them in

good hands

~ I can identify with these words…one of the best written spots I have seen…wonderful soft sell!

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How big is your $ilo?

Organizations right now are having a real hard time telling there story…it is not because they do not have compelling stories to tell, it is because they are not properly equipped to craft and deliver the stories.

Over the past few months, I have been finding large to medium size organizations who are in a new media, operational conundrum. They have for so many years been staffed to handle lots of the traditional means to deliver stories. Now their organizational structure does not support the staff or resources necessary to keep up with the drastically changing movement of audiences to more new media outlets.

Let’s face it…a company/organizations ‘website’ or ‘web-portal’ is now the face of the organization. Now I say this just in the present tense…who knows where new media will take us, because as we know…everyday, new media is old media in this ever changing environment.

Large to medium size organizations are typically staffed (or outsource) with graphic designers, copy writers, and other organizational marketing and public relations professionals. They are trying to rapidly convert these resources to not only meet the demands of the new, mainstream media…but they are also still trying to keep up with their current tasks. We are finding that much of these professionals are not embracing the evolution and not translating their skills to new media standards. For example, the websites and online newsletters look like print publications and print newsletters and press releases.

Today’s audience wants engagement, a bi-direction path of communication.  Organizations can not longer just deliver information in a one way pattern, they must find ways to engage with the audiences and evolve with their needs. Traditional ad agencies are finding themselves caught up in this conundrum right along side with the organizations that they represent. FYI…I do find tremendous value in the combinations of use between traditional and new media(s). PRINT IS HERE TO STAY. Audiences still like to pick up a book or a magazine to read…but these publishers are learning to become lean and targeted with thier content.

So how do organizations learn to not only embrace new media strategies but also maintain the equity they have the traditional sources of delivery. IT IS ALL ABOUT AUDIENCE! We have lots to learn from news organizations. There is a new boss in town and they are now the CCO…the Chief Communication Officer! All information must flow through this person. They must create a new media strategy that funnels all of their information through web portals and use them to promote and support traditional means of delivery.

Organizations also need to re-evaluate their current personnel! They no longer can just be staffed with an IT professional, they need a communications group that supports new media designers & developers, content creators & distributors, community builders, and rich media creators (video/fluid media). Organizations also have to take control of their silos of information hoarders and create internal relationships of trust that allows them to control/regulate brand, and control/regulate release of content. Organizations also have to empower their members to become owners of a bigger plan, to take part in the tribe and be a part of the communication strategy.

So where are these silos formed, how are they created? This has to be understood and examined in-order to create synergies between silos within the organizations. These silos can be found in universities, hospitals, and other large organizations with many verticals under one roof. These silos are created based on these verticals, these internal groups which represent revenue streams. These particular verticals have level of communication strength and represent brands that are well supported financially.

So how do we begin to bridge these gaps of communication?  It is time to find new ways to realign, reposition, and repurpose experts within the organization. Leadership has to be cognizant that the bigger the silos, the more disjunct the umbrella brand becomes, and a smaller vertical becomes the focus of the organization. There is value of telling lots of little stories to reinforce the bigger brand as long as it meets the rhetorical position of the over-arching brand.

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Are you just a story deliverer, a pizza delivery guy?

If you are such a “Social Media” expert…are you a real storyteller or just a story deliverer? Hmm….can you really craft a story or are you just damn good at putting the story in the right hands.

sm-pizza-dudeWhat does a “Social Media” person really do? Do they craft a campaign or are they like the pizza delivery guy? They make money off of the refrequency and the effectiveness of the delivery but have nothing to do with the crafting of that pizza pie!

So what is so damn special about us peeps that love using social media…is their a place for us in the market place? Well….if we know how to tell really good stories and then know how to deliver them to the right people at the right time.

So in-order to move up from pizza delivery guy, you have to learn the craft of the delivery mechanism which helps you learn how these stories get in the right hands at the right time. You know that the pizza delivery guy understand when he/she walks up on that porch and can create a great customer experience. He hands over that well crafted pie…and the smell that emerges out of the insulated cover, from around the box reveals the aroma of perfection…one that places the delivery person front and center as the brand deliverer. Yep…they are the ones that get the tip!

So are we satisfied with just the delivery, the craft of placement? Well, we are the new age media planners and buyers. We use our open-source platforms to take stories, and place them in the market place at the the right time…for perfection. Sometimes we are too frequent, placing them all over….in too many different media delivery mechanisms. We flood the market place with our mass media because we want our people to listen.

If you order too much pizza, you get a freaking doubled over belly ache that leads a to a late night rush to the porcelain god!  Do we want this experience for our well crafted pizza pie?

So we haft to craft our delivery strategy.  This is when we move up from pizza delivery guy to pizza maker. We have to value the craft of the pie, the craft of the campaign. We have to put our heart into the message, moving away from being ‘technician’ to ‘practitioner’. The craft is too important to flood the market place…you want some demand.

It is ok to just be the deliverer of the message, if it is your craft…then master it oh swami of pizza delivery. But if you want to be a practitioner of the story, you have to create the story and understand the way that the pie is delivered each day!

So what is your story and how will you deliver it to your target market?

FYI…I know that I am talking about myself…I bet delivering pizzas is all I will do after publishing this post!

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Don’t let ‘media’ tell the story!

How do we tell stories using “media”? Hmm…well the latest trend is the idea of using “Social” Media(s)…
The idea of telling stories is becoming an integral part of communication campaigns. People can identify with stories, especially if the audience can see themselves via the stories that are represented in the campaign.
Take for instances the “Loads of Hope” campaign by Tide. Have you seen the television spots where this large bus with tons of washing machines built into the side drives around and allows those who have lost everything wash their clothes. They could have just shown images of the bus and some figure head describing the mission. NO! Instead they let the people directly impacted by this campaign tell the story…and it is repeatable as stated…”everything is better with clean clothes.” Their are so many of us that can in someway identify with that message. We have either lost our homes or have come near, damn close to being in that particular situation.
So how do we tell the stories to effectively, convey the message of the organization or cause? You have to identify the audience that will receive the message then you have to figure out what will impact that audience in a way which will let them see your message through your eyes.
It does not begin with the tool…OH, I have this cool thing that I want to send a message, let’s create something and we will be heard. IMHO, that is not targeted messaging and definitely not telling a rich story.
Stories can be told using video, the written word, music, etc…but the manner at which the story is crafted is most crucial. I am one that is mostly a purest…I like to find the stories that are most palatable, ones that have rich ‘red strings’ that flow through them.
Bob Dotson once told me that anyone can tell a story, but ones that are the most impactful are the ones that have multiple layers, many threads that need to be pulled back and uncovered. Each revealed in a way that brings a new awareness to the table, to help the audience experience a new way of thought, way to see something through a new lens.
Stories also have the most impact if they not only have a richness to them, but are told in a way that are repeatable. Think of the many stories that have been passed down through the years in your family, between your friends, amongst your peers. They have a theme that is morally repeatable…that make such an impact it actually forces you to want to repeat. It comes so naturally when you pull up a chair at the next meeting and share with a new group of friends.
Good stories must be told in  frequency, so that the underlying theme creates a rhythm of awareness. Remember that ‘red string’ concept I was describing with Bob Dotson…well, here you must identify the ‘red string’…the underlying rhetorical position. Use that as the frame work to build micro stories over time, releasing them to your target audience. People not only crave good stories, but they look forward to the next dependable time they can watch another one again…and again…and again.
So…how does media play into this whole storytelling concept? Well, they are just the tools to deliver the stories. Build frequency in the delivery. We use them to generate interest and capitalize on their connectivity, delivering the audiences to the right place at the right time, to find that story.
The story is not the media that delivers, it is the fashion by which the audience is delivered to that story and how ultimately that story is relayed.
We all have the tools to tell a good story, but the great story tellers are ones that recognize the ‘red string’ and capitalize on the delivery mechanisms which insure their story will be heard again, and again, and again!

How do we tell stories using “media”? Hmm…well the latest trend is the idea of using “Social” Media(s)…

The idea of telling stories is becoming an integral part of communication campaigns. People can identify with stories, especially if the audience can see themselves via the stories that are represented in the campaign.

Take for instances the “Loads of Hope” campaign by Tide. Have you seen the television spots where this large bus with tons of washing machines built into the side drives around and allows those who have lost everything wash their clothes. They could have just shown images of the bus and some figure head describing the mission. NO! Instead they let the people directly impacted by this campaign tell the story…and it is repeatable as stated…”everything is better with clean clothes.” Their are so many of us that can in someway identify with that message. We have either lost our homes or have come near, damn close to being in that particular situation.

So how do we tell the stories to effectively, convey the message of the organization or cause? You have to identify the audience that will receive the message then you have to figure out what will impact that audience in a way which will let them see your message through your eyes.

It does not begin with the tool…OH, I have this cool thing that I want to send a message, let’s create something and we will be heard. IMHO, that is not targeted messaging and definitely not telling a rich story.

Stories can be told using video, the written word, music, etc…but the manner at which the story is crafted is most crucial. I am one that is mostly a purest…I like to find the stories that are most palatable, ones that have rich ‘red strings’ that flow through them.

Bob Dotson once told me that anyone can tell a story, but ones that are the most impactful are the ones that have multiple layers, many threads that need to be pulled back and uncovered. Each revealed in a way that brings a new awareness to the table, to help the audience experience a new way of thought, way to see something through a new lens.

Stories also have the most impact if they not only have a richness to them, but are told in a way that are repeatable. Think of the many stories that have been passed down through the years in your family, between your friends, amongst your peers. They have a theme that is morally repeatable…that make such an impact it actually forces you to want to repeat. It comes so naturally when you pull up a chair at the next meeting and share with a new group of friends.

Good stories must be told in  frequency, so that the underlying theme creates a rhythm of awareness. Remember that ‘red string’ concept I was describing with Bob Dotson…well, here you must identify the ‘red string’…the underlying rhetorical position. Use that as the frame work to build micro stories over time, releasing them to your target audience. People not only crave good stories, but they look forward to the next dependable time they can watch another one again…and again…and again.

So…how does media play into this whole storytelling concept? Well, they are just the tools to deliver the stories. Build frequency in the delivery. We use them to generate interest and capitalize on their connectivity, delivering the audiences to the right place at the right time, to find that story.

The story is not the media that delivers, it is the fashion by which the audience is delivered to that story and how ultimately that story is relayed.

We all have the tools to tell a good story, but the great story tellers are ones that recognize the ‘red string’ and capitalize on the delivery mechanisms which insure their story will be heard again, and again, and again!

FYI….Bob Dotson is one of my all time favorite television storytellers, along with Carolyn Mungo!

Follow Bob Dotson & Carolyn Mungo on Twitter!

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The old days of storytelling…

Facebook is such a wonderful thing. It has allowed me to reconnect with old friends and colleagues. When I got up this morning, I did my usual by logging into both my personal & business email. I also check my Twitter and Facebook accounts. I am not sure if this gets you excited, but I love it when there is a little red pop-up in the lower right hand corner of the Facebook screen that lets you know there is an update; whether it might be someone has tagged you in a photo or even commented on a status. Today…I found this, a picture posted from 2000 in Phoenix at the Rocky Mountain Emmy Award Ceremony.

ASU-UA Team Shoot 2000 Emmy's

This is a picture of some of the team that worked together to produce a short documentary from the ASU/UA football rivalry game in 2000, where we had nine cameras all over the place capturing the day’s story. Not the action, but the story from the fans’ point of view. We wanted to tell the story…provide a slice of life…what the fan experienced during the last big game of the season. Nine of us all over, interviewing people from the top of the stands to the bars surrounding Sun Devil Stadium in Tempe, AZ. We captured the essence of the day…then that night, we took all of that footage and edited it down to a three and half minute story to air on the Sunday Night Sports Show for KPHO-TV in Phoenix. What teamwork…what away to pull a group of people together with a common vision…to tell a story. Apparently, it must have been good enough to win us all an Emmy Award for Sport Reporting in 2000.

There is something about Facebook bringing communities back together…especially ones that have a common bond and now use a new tool to embrace connectedness. Who knows, we might get back together again, after all this time to tell another story…can’t wait to see where it will take us!

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Imagine this Anderson, SC

Imagine…imagine a place in Anderson, SC where people of like minds could go and congregate, to share common goals and a common vision…a place where new ideas are born, dreams are created, vision is put to paper, and the economic synergy creates an economic surplus for innovation.

Imagine an Anderson, a place where people make it a destination, one that is home for families, home for businesses, and a place that the new wave of innovators want to thrive to create the next creative class in this human economy that leads to economic vision.

Imagine an Anderson where big box organizations, educational institutions, small businesses, and the creative class of entrepreneurs paint the fresco of a thriving community that does not compete but sets the standards for tomorrow’s economic community.

Imagine leadership creating synergistic dialogue  that brings all diverse populations under one community roof where all classes of peoples can thrive, setting the national standard above the average per capita income.

What will it take to create that creative class of individuals, leaders, entrepreneurs, visionaries to take that status-quo and turn into reality base vision…one that promotes quality education and community driven innovation that insures that all can not only afford a comfortable living but quality healthcare.

Where are those visionaries…where are those entrepreneurs…those innovators…those buildings…that house that innovative thought is under one roof…to push and push to make Anderson a bigger and brighter place to live.

It is here…yes here…in Anderson! Where are you hiding? You want more that just the regular membership to the next networking club…the next meet and greet…you want more. You want to innovate…create…thrive…empower…and join together so that Anderson keeps those innovators right here…in Anderson.

Are you willing to drive to other cities everyday to find other innovators…other entrepreneurs…or would you like to bring those innovators right here to Anderson. Build that community of innovation, of economic vision here…so we can be the thought leaders.

It all boils down to this…it takes a few to create a movement…a synergy….a vision.

Imagine if there was one building where today’s class of innovators (here in Anderson) could all work under one roof. A place where we could be successful doing business and feeding off other entrepreneur’s energy. Imagine a place, where we could share ideas, congregate, hold seminars, and paint the picture of tomorrow’s Innovative Anderson…today.

I would want to have my business there…because I could thrive off of the innovation that naturally is created under that roof with other visionary businesses. We could help solve each other’s problems and solve the problems of others around…and allow innovation to take it’s natural course…create a more Innovative Anderson. A place where Economic Impact is directly attributed to the Anderson Innovation.

Imagine that Anderson…a thought leader in a global economy.

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The Big Leap – Entrepreneurship

So you have taken the big leap to entrepreneurship. Whether you have had enough of the corporate world, found a good product or service to create or provide, been laid off and want to take control of your life, or just all of the above; you have taken the big step. Here are some thoughts about that big step…a few thoughts for success. These are not concrete, but have helped me in my journey!

1) Surrounded yourself with individuals that have the same passion and willingness to succeed!
2) Find a business mentor, that one person that has been successful and you can look to for guidance. (Success is not measured by how many companies they have created and made tons of money, but by the way they grew their business).
3) READ A LOT! Take time to find books that challenge you everyday; to inspire and motivate your ass to get up in the morning!
4) Set goals – create a set of goals for both short term and long term. This will give you something to work towards.
5) Engage with the community. Find groups that you can network with and share business. Not just networking groups, but places you can serve the greater good. I take time to engage with the Anderson Area Chamber and Clemson Business School Student Organizations. I donate my time and find this as a useful tool to keep myself in-touch with the community I am trying to serve.

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Building your “Tribe” through Digital Literacy

As I sit here in my ENGL 304 Business Writing Class at Clemson…I watch the Team (well students) take their first test. It is 43 multiple choice answers with a discussion answer. I am thinking about how I tried to make this more of a team exercise. Well…I tried something different (at-least to me).

I had already pre-written the test and took all the questions and framed them into study questions. After doing so, I uploaded the study questions onto Google Docs where all of the class documents live. I then invited all of the team members in the class to look at the document giving them access as editors.

When we came into the class previous from the test, we had a collaborative study session. I asked them to divide into groups where each group handled one chapter from the book. I then asked them for one of the group members to use their laptops to access the study guide I invited them into, then work together to answer the questions in Google Docs with the ability to use their book and each others knowledge.

This is what is cool about Google Docs, it allows multiple individuals to access a document from different geographic locations and edit the document in real time. Each member that is online working in the document can watch other editors write in the document. This is a powerful collaborative learning tool.

As each member of each group in the class was looking for answers and updating the document, they were not only collaborating online but also verbally within a group but also between groups. Then after the class was over, they had one document that they could refer to as a study guide for the test. Over the next day, I noticed that different individuals were going into the document, refining the answers, and updating information.

WOW – DIGITAL LITERACY! Using technology to collaborate and educate not only themselves but each other. I was inspired by their buy-in. They all came into class empowered to take the test.

Now, here is the bigger picture. I love this part…they were building relationships with their team members. They were breaking down barriers and working with other people in the class they normally would not associate and building trust, building relationships. Imagine if one day these team members, these students might actually do business together outside of the educational setting. Imagine if two students in this class came together one day and were leaders in a community. These team members are our tomorrow. They will be deciding how my children (and their children) will be effected by healthcare, the economy, etc., etc., etc. Digital Literacy, Collaboration, Open Source Technology – it Empowers Our Tomorrow!

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Empowering our tomorrow!

I was asked to speak to the Delta Sigma Pi Business Fraternity this past Wednesday and was I amazed by the turnout.

Last Spring I spoke to the group and there were only about 15 students that attended the meeting. But when I showed up on Wednesday night, I was overwhelmed by the turnout. I would say close to 60 students were in attendance to one of many Delta Sigma Pi recruiting events.

These aspiring, young entrepreneurs were dressed to impress. Not only did they have their business digs on…they had their conversation caps ready. The conversation for the night was networking, entrepreneurship, and leaving a lasting legacy.

They are our future. These students are the ones that will take care of my children. They will be the business leaders of tomorrow making decisions about my “Social Security”, my healthcare, my children’s tomorrow. Education is more than just education…it is about EMPOWERING our tomorrow. Empowering them to make their mark and create a lasting legacy.

I was thinking about legacy and what it means to leave your footprint. I gradated from Clemson twice, first in 1997 with a BS in Mathematics and then in 2003 with a MA in Professional Communications. As I was walking to my Business Writing Class…I found this…my name in the sidewalk here on Clemson’s Campus.