The short answer to the question is that engagement is built with genuine and interest-awakening content that is interactive and is packaged according to the company’s target group’s preferences. Social media is of course a great channel to drive such engaging information and strengthen the brand. Besides the interactivity that can be created via social media in the appearance of dialogue, multimedia, comments, texts, design etc. This is where the business shows parts of its brain-capacity, in the form of e.g. functionality and worldview. Then the next step is to make the users/ stakeholders to deepen their engagement with the business, in order to be more interactive with the organisation. To make this happen the business also has to show its heart and soul. For this often another packaging of content is required with focus on collaboration, deepening, drive curiosity and entertainment.
Storytelling for business in a Digital World
In the digital world this can be done in many different ways. When it comes to internal stakeholders, namely employees and contractors this could be an event of further training via eLearning-modules. It could be direct directed on the company’s business or related subject-fields to improve competence and thereby the efficiency of the organisation. In order to increase the engagement integration of gamified mechanisms is a workable solution. Since it make use of the engaging characteristics that game-methodology produce. Different forms of bonuses when the user reaches new levels, finishes assignments, reaching a level of points and so on. In this way a business environment is built with employees and contractors that always want to improve and reach higher levels, accomplish new tasks, find new solutions. This can also form the foundation of a more entrepreneurial culture in all parts of the business.
Part 2 of Storytelling for business is about Customers, clients and other stakeholders.