Story Doing- Show! Don’t tell!
I stumbled recently about an article “Forget Storytelling, Start With Storydoing” (http://www.viralblog.com/trends-innovations/forget-storytelling-start-storydoing/) from ViralBlog which caught my attention. The concept of storytelling was familiar to me. It is a way for companies to communicate the story behind the brand or products to its customers. It answers the question why a brand exists and what the brands wants to achieve. Storytelling enables brands to differentiate clearly from its competitors facilitating customers the choice of a product or service which meets their needs in the best way.
Storydoing: Turning stories in reality
The innovation and strategy company Co:Collective (http://www.cocollective.com/) introduced the idea of Storydoing which is built upon the concept of storytelling. The major difference between Storytelling and Storydoing is the dimension of REALITY (see Figure 1). This highlights the weakness of Storytelling which is to remain “just a story” not being feasible for the audience. I definitely agree on this idea since consumers are more interested in how the story is realised rather than only be told by a brand. Consumers can nowadays access a wide range of information via the Internet which makes brands highly transparent. This puts consumers in the position of being able to critically evaluate how a brand lives up to its story. As a consequence, Storydoing becomes very important tool for brands to make their brand stories more credible and feasible through activities like new product development, etc..
Figure 1: 6 steps of Storydoing
Storydoing: Relevance and benefits
Storydoing is a very attractive concept from a Viral Marketing perspective. Storydoing is about developing creative activities to transfer the brand story to the audience. Such activities incorporate potential to become viral messages through sharing them on Social Media channels. Since consumers become advocates of such Storydoing activities, they are also more likely to share them with their social environment (WOM-communication).
Furthermore, Storydoing is much more effective than Storytelling in terms of revenue, number of mentions on Social Media and investment of financial resources (Co:Collective, 2015).