Strategy - Storytelling For Business Growth

The challenge for most companies isn't having a lack of stories to share—each has many. They just can't figure out a process for telling them...

• Conducting weekly interviews. Usually we had a phone call (30 minutes to an hour long) and email follow-ups with various people—resort staff and siblings Sam and Kristina von Trapp. We did interviews for 2-3 weeks.
• Writing test stories, with style and tone variations. That led us to a writing style that was personal, direct, and easy to replicate. It "sounded" like what we heard.
• Setting up our social channels, including a blog on the site, a Trapp Twitter account, and Facebook fan page.
• Using free monitoring services. We didn't want to invest a lot of money in a paid service before we knew its value. We used tools like Social Oomph, BackType, Topify, and Google Alerts to monitor what people said about the Trapp Family Lodge resort.
• Focusing on our e-newsletter as our main storytelling vehicle. With it, our stories became easier to write. We could then repurpose them to the blog and promote them on Twitter and Facebook.
• Monitoring our email responses, Tweet stream (using CoTweet so that multiple people could tweet under the same account), and Facebook insights.

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