SOCIAL MEDIA PLATFORMS HAVE POLARISED/ UNITED OUR WORLD

While in the midst of a worsening pandemic in India I am seeing the worst side and the best side of social media.

In our school alumni group I found there is very strong polarisation for and against political points of views.

This is true globally we saw the same recently in the US . We see different flavours of the same across the world.

The problem gets bad when positions are so strongly held that each is not able to see the other side of the story that the situation reaches a breaking point in long relationships.

And it gets worse with manufactured truth to fit ones world view . The fallout is violence as we saw at the Capitol Hill , it could sow distrust in communities and groups with opposing view points.

Every hour the trends on Twitter change based on the two view points , further adding to bitterness and division.

The hate created is so deep that it has forced platforms to ban certain handles from using their platforms for good.

Is social media responsible for dividing our world?

I remember a time in our early childhood when there was no social media there was lesser polarisation , friendships were not so bitter.

Then again I have not seen any better example of how social media is being used in the worst time during the current pandemic where ordinary people are seeking help and are getting helped by strangers .

Twitter , WhatsApp, Facebook have become a way to reach out and ask for help real time , people who need oxygen or a bed in a hospital or medicines turn to social media.

And they get helped by complete strangers !

Few celebrities have leveraged their social presence to amplify the message of those in need.

Many are using social media to raise funds for oxygen cylinders and concentrator. So many lives have been saved because of social media.

Social media is a double edged sword on the one hand it can divide us as a society on the other hand it can unite the world for good.

Unfortunately politics plays a role , fake news can be easily spread to divide for motives. Those on the edge can be converted with constant visual content.

Interestingly platform algorithms show you more of what you want to see . That is how AI and ML gets smarter. The ultimate objective is to hook you to the platform , to get you spend more time on the platform.

How can we stop hate being spread through social media platforms ? Is there a way out ?

Has social media become a Frankenstein monster that is now difficult to control?

There are no easy answers , there are powerful vested interests.

I would yet say there is enough good about social media which is why it needs to exist . It brings people together, it connects people and hearts .

It is the one thing that has kept us sane in prolonged periods of lockdown.

It is for us the users of social media to keep the balance on the side of good , on the side of humanity and guard against hate and spread love and compassion.

WHY DO WE TELL STORIES?

There is mystery about life and death , that is how we become storytellers.

That we will just vanish one day without a trace seems inexplicable.

From where do we come and where do we go are questions asked since the beginning of time.

There are no answers , it all seems meaningless, after all nothing matters, and to make sense of our existence we tell stories.

In our stories we create religion , we create God.

Nation is a collective story , there are no real boundaries.

Stories make us more secure in an insecure existence.

We create our villains and we create our heroes.

We create the story of what is good and what is bad.

We create stories of success and failures.

We create stories of bravery and valour and of cowardice and treachery

We are ready to live and die for our stories .

We connect with our stories .

Our fears ,our pains , our suffering, our desires our dreams are similar.

They are universal truths.

Below the layers , we are the same , our stories are similar.

We tell stories because that is what we are – Storytellers.

WHEN THERE IS GLOOM, CAN A STORY SPARK HOPE

It was this very question that got me to start Heroes of India YouTube channel.

Global pandemic had been announced.

The world was locked down.

There was uncertainty, gloom.

The storyteller in me wanted to change the narrative.

With stories of hope , of real heroes.

Those who did not walk away.

Those who chose to make a real difference in our world.

I wanted to tell these stories through short films.

Even if I could inspire a few or get a few to support their work.

I would be happy.

But I had no budgets , no experience, no team and it was lockdown.

Excuses.

I used the Nike slogan ‘Just do it’.

I wrote a few mails , support poured in.

The team happened.

The team took on the challenge.

Today we have made 12 short films on YouTube.

Do you believe that the narratives we tell define our life ?

Do you believe the world needs stories of hope?

Do you want to be part of this movement?

If yes, Join me in spreading the stories of good.

Can you help us cross the one thousand subscribers milestone?

Subscribe to https://lnkd.in/dhvZuxP

Are you a content writer, video editor, digital marketeer ?

You can join as volunteer.

Drop me a mail at sanjay@crowtales.in

A SMALL BUSINESS STORY

Every business has a story.

I met Renuka after my cycling today , she has a food truck that sells healthy detox juices.

I asked her her story.

Renuka had lost her job of 19 years during the pandemic.

She was managing the CRM at a real estate company.

The business vanished , “we were like white elephants for the company, I was fired after 19 years.” she said.

I did not find any regret in her voice.

Renuka has a charming smile and is a happy person.

I proved her further, why healthy juices .

She said her parents suffer from Parkinson’s and diabetes.

She learnt the benefits of healthy juice detox from her grandmother.

One thing has changed for her after she started the business, she now gets up early at 4 am to make the juices.

“ I was never a early person but all that changed after the job loss” she says.

He food truck is called ‘Naividyam’ which means ‘offering to God’.

She is not just in the business of making juices for her her work of healthy juices is an offering to God.

I made a small video on her story from my mobile phone and shared it on my social media.

There are stories and and stories .

We forget to tap into the power of story to build human connections.

When a brand story integrates with that of the customer magic happens.

Renuka can be just running a food truck selling healthy juices , but she has a story.

The story of her struggle , the story of her food truck , the story around her healthy juices , then the stories around her customer.

We forget to tap into the power of storytelling in business.

Renuka is inspiring, I like her spirit to fight back.

She has no regrets but a lot of hope.

That is the story of every business owner. The story of hope despite the challenges.

Tell your story

Sanjay Mudnaney

#brandstory

http://www.CrowTales.in

THIS IS THE FUTURE OF MARKETING

Post pandemic average time people spend on their smartphones has gone up by 25%.

80% of the traffic in the digital world is video.

Consumers have switched off from interruption advertising .

They consume content.

Visual content is what is consumed.

A well told Story is consumed , touches the heart , entertains , educates is shared can go viral in the digital world.

Brand Storytelling is engaging your consumers , pulling them into the story with visual storytelling.

The Brand is not the story.

The Brand is part of the story.

Think of it as intelligent product placement in a film.

Consumers are more conscious of Brands they consume.

They connect with Brands that care about their environment, communities and people.

Brands that tell stories of good build a positive brand perception.

The future of marketing is Brand Storytelling.

The future of Brand Storytelling is Digital , Visual , Local language visual storytelling .

Brands that tell stories of good, connect with the heart.

The Brand and Social Responsibility departments in an organisations are different , managed by different teams.

Having worked both as head of marketing and head of social responsibility in a global IT company I see a great possibility to build a bridge.

I see a great opportunity for coming together of Brands and Good to make a positive impact in our world.

Visual Brand Storytelling will connect Brands and Good.

Stories of good are watched , remembered and they are shared.

Because we all want to share HOPE .

In a world filled with gloom consumers seek Brands with empathy.

The future of marketing is GOOD.

Sanjay Mudnaney

Founder http://www.CrowTales.in a Brand Storytelling Company

Founder Heroes of India http://www.YouTube.com/heroesofindia

WHEN EVERYONE IS SELLING , TELL A STORY

We get on any social media platform and we find it filled with Advertising.

Everyone seems to be selling something.

We are identified by various data points stored on us by the platform, maybe thousands , some even we may not be aware of.

The trail we leave behind on the digital world is monitored.

Algorithms try figure out what we are most likely to buy.

And the advertisements show up on our feeds.

This is interruption . We switch off.

We don’t come to social media to buy. We come because of our reasons.

It gets irritating, annoying at times .

Like a street Bazar with many stalls each of them tries to grab our attention.

Except we did not plan to come to a Bazar.

Grabbing Attention is critical , there are so many advertisements that throw up .

The algorithms and machine learning are always learning to read our minds.

“What are we most likely to buy” is the key question being asked by the platform.

This is their monetisation model . Nothing comes for free .

The term digital marketeers use is performance marketing. Digital Marketing that drives business and can be measured.

Interruption marketing has now moved from physical to digital world.

The conflict is consumers have a different reason to visit social media platforms .

They visit social media platforms to learn , to get entertained , to get information , to participate in connected communities , to build and be part of tribes.

With the smartphone in hand consumers set the agenda .

The control has moved from the advertisers and sellers to consumers.

Stories are consumed because they are entertaining, they inspire .

Humans are naturally wired to listen to stories, share stories.

Good stories are shared.

Video content is 80% of the traffic on digital.

Visual stories stand out .

Brands need to learn , stop selling and tell stories. Stop interrupting and focus on entertaining .

Because the control has shifted and consumers switch off from interruption.

Real stories well told , inspire, build trust, touch the heart.

Most important, when data is forgotten in minutes, stories are remembered over the years.

Future of marketing is Storytelling in the Digital world.

Every Brand has a story,

Every Organisation has a story ,

Every Cause has a story,

Every Startup has a story,

Every Leader has a story,

Every Employee has a story ,

Every Client has a story ,

Every Beneficiary has a story,

Every Tribe has a story,

Every culture has a story.

Dig deep an you will find each one of us has a story and our stories are common.

As humans our desires and fears are similar.

From ‘Here’ to ‘There’ is the most powerful story ever told.

Stories well told can inspire action , build tribes.

Stop selling, start storytelling.

In the Digital world we are the stories we tell.

Sanjay Mudnaney

Founder at http://www.CrowTales.in

Brand Storytellers

EVERY ORGANISATION HAS MANY STORIES , TELL YOUR STORIES

Organisation cultures are built around stories,
founders have stories,
organisations have stories,
employees have stories,
clients have stories
communities you work in have stories,
there are stories around work you do , impact you make in the world.

Tell your stories , because stories cut through communication clutter , stories touch hearts , stories are remembered and stories are passed on .

Stories mean business.
Organisations don’t buy , people buy and people buy stories they connect with .

Leaders tell stories, stories that inspire change , start a movement.

In the digital world, you control the stories you tell , no intermediaries ,no barriers ,you can reach your stories without filters to your tribes across the world .

You can build , engage and convert your tribes with stories you tell .

In a world that has just witnessed a once in a century event of the pandemic. There is a nervous uncertainty. Brands have a role to play in healing , comforting and being responsible.

It is time for organisations and brands to tell stories of a better future, for the people , for the community, for our planet.

Let us tell stories of hope , stories of love , stories of compassion, stories that inspire change , stories that make a difference.

Sanjay Mudnaney

Storyteller , #passionproject

Founder , Crow Tales , Heroes of India

http://www.CrowTales.in

VISUAL BRAND STORY

Visual Brand Storytelling Tips to Power your content Marketing

Interruption advertising as we know it is dead, consumers are in charge of content they now consume through their mobile phones. In India the fall of prices of smart phones and cost of data is driving up usage. As consumers now turn to consume entertainment and information on their mobile devices, advertising will become the entertainment.

Across Facebook, Instagram, YouTube consumers now consume visual content that tells a story and engages them. The new marketing is visual brand storytelling.

With that in mind you need to come up with content that’s well worth engaging with for an extended amount of time.

The question then is how can your content break through the noise?

Visual Storytelling is a powerful answer that results in greater engagement, traffic and sales.

  1. Photos and images are most important element in optimising social media posts.
  2. 93 percent of most engaging Facebook posts include images.
  3. Videos on Facebook are shared 12 times more than text posts
  4. One-third of online activity is spent watching video
  5. 51% of marketing professionalsworldwide name video as the type of content with the best ROI.
  6. According to a report published by Forrester, including video in an email leads to a whopping 200-300% increase in click-through rate.

Visual storytelling technique to gain social media traction

  1. Tell your Story with video : Stories are remembered 22 times more than data. Translating stories into videos is like making mini blockbuster movies that people love to share and comment on . Every story has a hero and it is not the brand .

In a classical emotional story telling of how Hyundai cars are long lasting and carry happy memories this video has gathered millions of views . check this out.

https://www.youtube.com/watch?time_continue=277&v=qSZ4h7YSGnQ

  1. Authentic Story Telling : A brand visual story cannot claim something that it is not .  Visual story telling needs to be authentic and connect with the world view of the target audience.

BlendTech is a good example of simple video story telling that went viral and sold the blenders. ‘Will it Blend’ is a classical success story , the blender is powerful what better way to tell the story then demonstrate it can blend anything from marbles to ipad , capture it on video and just put it out there.

Check this https://www.youtube.com/watch?v=lAl28d6tbko

3.Add Value : Content that adds value to your target audience will be  consumed and will keep them engaged . The length of the content is not as important as it’s ability to add value . It is now seen that people watch long form videos on social media as long as it keeps them engaged.

With no fancy videos and marketing Dr Pramod Tripathi has been sharing videos that help diabetes patients to reverse their disease and he gathers a good amount of viewership https://www.youtube.com/watch?v=Bhe32yWgZ_A&t=336s

4.Protagonist :  Do you have a protagonist , case studies of real people who have experienced your brand and are now your brand ambassadors ?

Land Rover found that there is a city ‘the place where all roads meet’ deep in the Himalayas, and discover why this remote village in the sky is known as the Land of Land Rovers.

Check out the video https://www.youtube.com/watch?v=YNXU1IR2LR8

  1. Connect Brand Storytelling with Good :

People like to see stories of hope and these stories are shared with friends and family. Stories that touch the heart can get people to open up their purses.

Here is an example of video story telling , Dick’s sporting goods did short movies around coaches that were making a difference , the result has been spectacular . You can check out https://www.youtube.com/watch?v=xuHK-pd_8AE

Visual Brand Storytelling is the future of marketing and is happening now !