storytelling through the side door: the power of the podcast. by tony cohn. #rockitwaw

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Storytelling through the Sidedoor: The Power of the PodcastTony CohnBrand StrategistSmithsonian Institution

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Storytelling through the Sidedoor

Stories will save usNarrative expose truths about our struggles, triumps, fears, hopes and dreams that allow us to better understand the world and our place in it. As comms professionals, storytelling is at the heart of what we doStories allow audiences to connect and understand an organization, product or cause in a compelling, engaging, meaningful wayYougurt example2


Or like this3


As a brand strategist, I think about how organizations can leverage storytelling to increase awareness or inspire action a lot. I work for the Smithsonian Institution, which is the

Unlike the museums, research center and zoos around Smithsonian, my team and has been charged with strategizing the larger Smithsonian identity.

We know we have a brand awareness rate thats in the 90th percentile, so why do we need marketing? 4

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We do research awareness vs familiarityEmbarked on awareness initiativeThat campaign had many legs, others of which Im happy to discuss with you after this presentation, but for times sake Ill be focusing on one project in particular 6


Its a Tuesday muggy morning and Im waiting for the metro. Listening to a podcast. Storytellers, storytelling and that a ha momentGot to workPut together proof of concept, in what felt like a closet and looked a little bit like this:7


But, laughter aside that proof of concept actually got buy in from my office and green lit a pilot season of the show

And after six months of production, lots of running around and a whole lot of fun (SOMETHING LESS CORNY) this was born: 8


Sidedoor, a podcast from the SmithsonianWe chose the name sidedoor because we wanted to signal to listeners that this was not a traditional entrance to one . Creative frame work For this eight episode pilot season, we were able to feature 17 Smithsonian units and 24 Smithsonian staff members 9


Success was hugeWe did little promotion for this Why?

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Because it gets back to what we were talking about earlier storytelling.

Remember when I said stories allow audiences to connect to brands in compelling, meaningful ways? I think thats what happened with sidedoor.

Something like this:11


Can be effective, but the it doesnt necessarily feed todays audiences with the same dynamic experience as a story. 12


So Sidedoor is one way Smithsonian is using self-created content, or whats more formally called content creation, to shift perception and increase engagement with our brand.

Ideas dont always come from sitting behind a desk

Ill end with the quote that I began this presentation with by Toni Morrison, stories will save us; although, I would argue, in the content creation/branding world, we must let stories shape us. Thank you. Drop the mic. 13

storytelling through the side door: the power of the podcast. by tony cohn. #rockitwaw

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