Digital storytelling for business

What's Your story?

Do you have an “About Us” web page? This is the perfect location for a story about your business, history, and other interesting facts and philosophy about an enterprise. This is an excellent way to let current and potential customers, employees, and supply chain associates recognize, remember, and gain appreciation for your organization. Any organization that has a history or philosophy to tell can use this technique.

*The latest version of Adobe Flash player is required to view the story. It is free and can be downloaded by visiting the Adobe web site. Select the appropriate player for your computer.

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Digital storytelling for business

Digital storytelling for business is a marketing technique using the concept that an entertaining “story” format will generate more attention and interest in your web page message than a page of static content.

The digital story is presented in a format that uses dynamic images, animations, and audio. This is also sometimes referred to as “rich media.” The length of the story ideally is between 1 to 3 minutes. Anything longer than 3 minutes can be divided into “chapters.” This helps retain the visitor’s attention by keeping the story within the maximized attention timeframe.

A digital story is not an advertisement, at least not in the classical sense. It is a narrative that distills your message into easy-to-understand and enjoyable information, a more “soft sell” approach.

Benefits and Uses
• A digital story has a long-term value and therefore an attractive ROI. Unlike a temporary advertising promotion, a story can be developed similar to a documentary-style presentation which can be used for many years.
• Make your “About us” web page memorable
• Testimonials can have more impact
• Enlivens commemorative/historical events or locations
• Any organization that has a history or philosophy to tell can benefit.

To view the story be sure to have:
• the latest version of Flash player installed (free plug-in)*.
• a high-speed connection.
• the sound on your computer turned on.

See a sample of Digital Storytelling for Business
Nannette Rodriguez, owner of VivaMedia, wanted to mark her tenth anniversary in business and decided to tell her story in her own words.

In the book The Attention Economy, Understanding the New Currency of Business, authors Thomas Davenport and John Beck discuss the ever-increasing demand for attention in our marketplace. One successful method of gaining the customer’s attention is to tell a story. “We stay in movies or finish novels partly because we want to find out what happens to the story and its characters. A powerful way to maintain attention over time is by giving the audience a story.” (Davenport, T.H., and Beck, J.C., 2001).