The question is not if, but when you have your own little Dylan moment. “You better start swimming or you’ll think like a stone” and stuff.
I am talking about the ground-breaking a-changes that social media interaction is bringing to corporate communications and marketing since, well, since much longer than most corporations have started to realize that something fundamental is happening out there with their so-called target groups. This change is not so much about the myriads of platforms dying slow deaths shortly after entering the Web 2.0 scene. It’s not about Facebook, Twitter, YouTube, Instagram, Snapchat, or whatever might come and go again.
It’s about the end of corporate messaging, the end of advertising, the end of PR, even the end of corporate storytelling. It’s about acknowledging that markets are made of conversations (you might have read that before), and that human beings are the constituents of these markets. And it’s about the fact that humans are NOT personas. They are individuals that are unpredictable, uncategorisable. Individuals that no longer want to be fired at with corporate messaging and advertising shit, not even be told corporate stories anymore. They want to create their own stories about and with brands, want to become part of a brand’s story and stories, and thereby become a brands most loyal follower as a brand co-creator.
Ok, granted: That’s a far stretch for many companies, as it’s a lot about letting go, giving up control, something still hardly anybody is prepared to do. But knowing the future is a first important step to getting there from the present. And understanding story with its powerful, ancient, human power is the best starting point to a future-proof communications strategy, even way past the day when the concept of marketing (with or without the prefix content) has left the building.
If you feel ready to take this first step to understanding story and realizing how the right mixture of storytelling and storylistening lead to story engaging and engaged co-creation, then you might want to throw me a line at firstname.lastname@example.org.
Who am I, and why should you?
Read this, or watch the following video, if your more the moving-images type: