Why Conversations and Stories Matter

RESONATING WITH THE CROWD GETS RESULTS

Let’s start with a passage from the Cluetrain Manifesto, an excellent source if you wish to understand about a major shift happening around our world today as it relates to use of the Internet and the Web. 

“Voice – the authentic expression of the individual present in the craftwork of our hands as well as in our words – is in resurgence on the Internet. In fact, the Internet is a conversation carried on in a variety of formats – Web pages, e-mail, discussion groups, mailing lists – that bring new possibilities to human relations. Business-as-usual isn’t happy about this, because conversations are unpredictable, messy, and uncontrollable. But there’s no silencing our human voices. Wise [organisations] will learn how to enter the conversation.“ 

“Talk” marketing isn’t about superficial buzz that sizzles fast and fades even faster. The goal is helping people make sense of all the dross found on the Web through conversations. The more meaningful the conversations, the faster people are able to connect to your organisation. Buzz- making noise doesn’t resonate with people. Meaning does. 

Perhaps even more, the other half of any conversation is listening. The purpose of marketing communications today isn’t just about manufacturing information; it’s listening and bringing ideas back into the marketplace. Also, it is ideas that spark innovation that influence service development. It pinpoints ways to get access to and attention from decision makers. Listening is the new strategy and it happens through conversations whether these are conducted face-to-face or, better yet, in online communities and social networks. 

Personages like John Key or Barack Obama talking about ways to turn around the local economy will capture some attention — but generally, people don’t really want to talk about your lofty objectives; your litany of mission statements, your sad situation or the problems you face. What they do want to talk about are your points of view in the arena you find yourself working in; the common mistakes you see or make; and, what the emerging trends are and how these may upset business as usual? 

DISTINGUISH YOUR ORGANISATION 

Points of view jumpstart meaningful conversations. It distinguishes an organisation on more than just the services they provide. And every head of a nonprofit has those points of view to share with their organisation, with customers, with media, and with employees. Sharing those interesting views gets the organisation talked about. 

Take your points of view and set them free. Share them with everyone – people in your  organisation, your constituency base, the wider community and encourage them to talk about their own ideas and what they hear from the resulting conversations that arise. People will remember and talk about fresh points of views that get other people to say, “Well that’s really interesting. Tell me more.” 

The new measure of effectiveness for a nonprofit organisation’s marketing communication is involvement. That can only happen when people resonate their ideas with the ones you have. The more involved people become with your ideas, the more vested they become in those ideas and the people who run your organisation. More importantly, involvement leads to action — whether that action involves changing your mind, asking for an RFP, launching an event or a fundraising appeal. The overriding objective is: engage people in conversations that get them involved with you and you with them. 

The notion that websites are about conversations hasn’t sunk in yet with a majority of nonprofit organisations. One yardstick that perhaps measures that opinion is that those who do have websites that look mostly like travel agency brochures. Lots of eye candy on most, but nothing more.

KEEP THEM COMING BACK

So what’s the point? Authenticity, honesty, and personal voice underlie much of what is successful on the Web — expressions of voice looking for response. People who visit your website expect change, reaction, reflection of comments and feedback. It must change visibly and often, or people won’t come back. And that’s where stories come in.

Stories are part of conversations. No matter where you are, you need to be able to explain what you and others do in an interesting, compelling, engaging way that makes your audience say, “Wow, tell me more!” Reciting your mission statement rarely creates that kind of reaction.

Word of mouth on the Web is the fastest and most influential promotion there is today. When a message resonates with someone and they pass it on to a group of friends within minutes it can reach thousands of people. If your organisation can create an online message that is both compelling enough to spread, but also firmly supports your charity brand’s values and objectives, you’ll have a winner on your hands.

Smart nonprofit leaders realise, however, that this is the absolute worst time to stop communicating with their current and future supporters about their good work. These troubled times won’t last forever, and organisations that do the best job staying in touch now will be best-positioned when the dollars start flowing again. 

THEY DO IT FOR MONEY 

Now, a last word on the subject of empowering nonprofits with Web 2.0 solutions that work — if I may. There are two misconceptions that often rear their heads when first-time clients engage my company for service. First, that it’s a website developer or designing firm. The reality is, it’s not. Secondly, it writes content for websites. The truth is, it doesn’t. Advertising agencies do that piece of work. They have copywriting departments that churn out that kind of stuff. But sometimes, great content can’t be manufactured by the best of copywriters in the world. The reason for that is they do it for money. It doesn’t come from the heart. 

Early around February last year, I worked on a marketing communications project for a relatively large and diversifying health service provider based in Auckland. They had an admittedly dull and static website, one that didn’t resonate with people. Considering the size and scope of service work they provided people with health problems, there was a real disconnect somewhere and I pointed out this disservice to them. It was time for a radical makeover. 

I tackled the issue of relevance and resonance by asking them just one simple question: Do you have any ‘real’ stories that come from people who have actually recovered from their own lived experience because of your packages of care? 

Well, it turns out that they did. Read the Story of Michael –- a riveting account about the promise of hope and recovery and see what I mean. Conversations and stories. That’s just part of what we do at Convergent Digital Solutions Ltd.