Everyone loves a good story.  We voraciously consume the popular novel of the week, share unique videos that tell a good story, retell stories others have told to us in social settings, and write blog posts sharing stories of our own. Storytelling has been around for centuries, and it’s powerful.

Advertisements always try to tell a story.  Perhaps the story is something as simple as how a mom solved a household cleaning problem with a new product, or perhaps it’s more involved – like the stories Levi’s shares with their new campaign. Whatever the case, the power of a good story can’t be denied.

Storytelling is the big picture stuff. It’s the fuel that drives your advertising campaigns, the content that’s included on your website or in your collateral, and the foundation of what your executives share when they talk about your organization.  It’s the stuff that sucks us in, makes us want to learn more, and urges us to share with others.

Engagement is focused on the micro level. It’s the follow-up to the story that was shared, including absorbing and responding to the reactions.  It’s the action of connecting with someone that was affected by your story in one way or another and the potential beginnings of a relationship with that person. Engagement can often unearth new stories, which then starts the cycle all over again.

Teresa’s first point in her recent post brings up a great point regarding engagement and storytelling. “Listen and absorb what people are saying about your brand, products, services, and your general market.”

Listening is the first step for both storytelling and engagement, and these two activities greatly support each other.

The stories are the opportunities, and the engagement is the follow-up.

Gavin Heaton recently posted a presentation he delivered about storytelling for social media, and one of his closing points really struck a chord: “It’s about creating the coincidences that lead to an emotional connection. Something that you can share with the players in your personal playground.”

To continue Gavin’s analogy, it’s like shooting hoops with a partner that always gives you the ball back to try again. Storytelling and engagement combine to form a cycle that never really ends.

Do you have stories to share about companies that pair storytelling with engagement well? Share them in the comments!

Tags: engagement, gavin heaton, levi's, Listening, storytelling