在這以數據作主軸的世代裏，每個人都會接收各種形式的廣告和營銷數據，包括廣告，贊助帖子，廣告牌，印刷廣告及電視廣告。據說每個人平均每天可以看到4,000個廣告。對於公司而言，要在眾多牌子中脫穎而出，令觀眾對廣告有親切感及聯繫感，牽動人心的技巧是必需的。 In today’s data-driven world, an average person consumes various forms of advertisement and marketing data every day including banner ads, sponsored posts, billboards, print ads and TV ads. It is said that an average person sees 4,000 adverts on a daily basis. For any brand to break out of this clamour and have a memorable connection with their audience, the art of storytelling is essential.
比起大多數的市場營銷方法，故事是最容易與讀者產生共鳴的一種方式。這可以為讀者帶來代入感，增加讀者及機構的聯繫，從而增加讀者對機構好感度。 A story brings the audience closer to the cause. Stories are a fundamental human experience that drives people to feel empathy. As a result, it creates deeper connections between the target market and the marketer, resulting in a higher recollection value of the message your brand is attempting to portray.
對於非貿利政府組織而言，說故事技巧對他們十分重要。為了令讀者代入故事情景中，他必須把自己的感情移入故事裏的人物身上。當讀者會為故事裏的人物而有情緒起伏，就可以觸發他有下一步的行動。 This marketing tool is as important to NGOs as to profit-making brands, maybe even more so. For a donor to be able to connect to the story of a beneficiary, he must be drawn into her life. The trigger of empathy is a powerful tool in fundraising. Even though each NGO’s story varies, there are standard storytelling rules when it comes to marketing.
規則＃1：創建角色 RULE #1: Create a character
為了讓故事更有吸引力，一個有影響力，令你有情緒起伏的角色是必需的。所以，請確保角色設定的細節是準備好的。例如，她有寵物嗎？角色的目標或願望是什麼？這為下一條規則奠定了基礎。 In order for a reader to follow a story, there must be a character to empathize with. This is who you hope for, fear for, and cheer for. Be sure to include memorable details to your character – does she have a pet? Who is their best friend? What is their favourite meal? The character must have a goal or desire, this sets up the basis for the next rule.
規則＃2：衝突 Rule #2: Conflict
既然您擁有吸引觀眾的角色，便可以開始描述他們的經歷。首先，先談論您的角色遇到什麼困難，討論此問題如何影響您的角色，並描述可能產生的附帶影響。例如，自然災害可能導致缺乏醫療保健，或者疾病可能導致社會不滿。 Now that you have a well-rounded character that the audience has been drawn to, it is time to describe their struggle. This is when you talk about the cause and effect of the problem that your NGO is trying to solve. Talk about how this problem is affecting your character, describing any collateral effects that may come out of it. For instance, a natural disaster could lead to lack of healthcare, or disease could cause social disapproval.
規則＃3：採取行動 Rule #3: Take action
故事的這一部分描述了角色如何在您的組織的幫助下面對她所面臨的困難。現在是時候說明潛在捐助者如何扮演英雄角色，用自身的能力及財力，幫助主角克服困難。 This part of the story describes how, with the help of your organization, the character faces the challenges that were thrown at her. This is the time to illustrate how a potential donor plays the role of a hero, and the power they hold to help the protagonist overcome her challenges.
規則＃4：以“影響力”作結尾 Rule #4: End with impact
故事結束時，最後就要突顯出受惠者得到的東西及組織所幫助的人數和統計數據。講述組織未來的方向，從而說服讀者作出下一步的行動。 Now that the story comes to a close, it is time to show the numbers and statistics of who your organization has helped, and the progress achieved so far. This is where the ‘ask’ comes in – the action that you would like the viewer to take. This is a good opportunity to talk about what the future actions taken by the organization will be.
講故事的注意事項 Best Practices of NGO Storytelling
在講述你所屬的NGO的故事時，請牢記一些注意事項。 While you tell your NGO’s story, there are some best practices to keep in mind.
1）請記住保持真實性 1) Remember to stay authentic:
隨著人們在媒體花費的時間每日倍增，人們越來越意識到故事的真假。所以，請花費時間製作真實的故事。 With the amount of media consumed by the average person, people are increasingly aware of when they are being ‘sold’ to. Take the time to craft genuine stories in a language that your audience can relate to.
2）權衡利弊 2) Balance the good and the bad:
利用悲慘的故事吸引資助者很容易，但研究顯示，抱希望比悲慘的故事更具影響力。所以要小心地將每一個悲慘的故事與希望的元素平衡起來。 It is easy to use the darkest stories to attract funders, but studies have shown that stories of hope have more impact than those of darkness. Be careful to balance every tale of woe with an element of hope.
3）行動 3) Include a call to action:
盡我們不能一直在故事中強調行動的重要性。但是，我們要確保我們帶出的行動是與故事相關。 Though mentioned earlier, we cannot stress the importance of including an actionable item for the listener of the story. Make sure this action item is relevant to the story at hand.
4）使用視覺效果 4) Use visuals:
對於讀者而言，分享視頻是分享文字帖子和鏈接總和的12倍，而分享照片則是其兩倍。所以，以視覺方式講說故事使消費者更容易接收。 Videos are 12 times more likely to be shared than text posts and links combined, and photos are twice as likely. Visuals bring the consumer of the story closer to the cause.
5）一個重點信息 5) Clear messages:
當一個非政府組織以多種不同方式幫助一群不同的受益人時，自然會有多個信息出現。所以當設計一個故事，請根據您的目標受眾選擇一個重點信息，然後圍繞它。這就可以在傳遞消息時更容易明白及理解了。 When an NGO helps a group of diverse beneficiaries in many different ways, it is natural for the message to get lost in translation. Choose your message depending on your target audience, and craft your story around that. Be clear and concise while delivering this message.
6）說出這個詞 6) Get the word out:
現在您有自己的故事，請好好利用它！將其發佈在社交媒體上，與您的利益相關者交流，在會面時介紹給捐贈者，並在您的網站上使用。運用不同的演說方式，把您的故事有效地傳達給他們。 Now that you have your story, use it! Post it on social media, communicate it to your stakeholders, present it during meetings with donors, use it on your marketing materials and website. Pen down a story distribution plan by discussing possible points of contacts with your target audience, and the means in which the story can be communicated to them.
當你的NGO擁有創建故事的能力，請記住，故事不會跑到你的手中，你必須尋找屬於你自己的故事。而當你擁有自己的故事，用盡你的方法去把故事告訴你的最相關的受眾。 Now that your NGO has the tools to create its story, remember, a story is not handed to you, it must be found. Keep an eye out, talk to volunteers and beneficiaries and dig out the story that relates most with your cause and audience.
Hong Kong has its unique food culture in 1980s. There were lots of roadside food stalls and people ate those snacks on the street. Due to an immature economy structure and rapid growth of population, Hong Kong citizens could only make a living by their talents. Therefore, they have to run their business by setting up in the street to sell their food or handicrafts. Street food hawkers usually sell food like fishball, fake shark fin soup and bubble waffle. This becomes a unique culture of Hong Kong 1980s.
#2 1980s’ Fashion
In 1980s, due to several Japanese Fashion shop setting up in Hong Kong, Japanese pop culture becomes a new trend. Therefore, Major style of Hong Kong’s fashion were likely to be Japanese style. Most of the cuts are comfortable and simple, while major styles included loose tops with padded shoulders, baggy trousers, balloon capri pants and straight leg trousers or long culottes. The fitness craze also had an impact on fashion, jeans and sneakers were very popular and denim came in a host of designs. Pastel sports suits were favourite outfits.
#3 Entertainment — The Arcade
In 1980s, Hong Kong’s entertainment is still in a developing stage. Entertainment was most likely to be simple and classic like GamesRadar, Pac-Man and Donkey Kong. Not like today, people need to go to the game store for gaming. Children could spend a whole day inside the game store.
#4 Pop Music Culture
In 1980s, Hong Kong’s music was expanded rapidly. It was named as Canto-pop. The music scene was dominated by pop icons like Leslie Cheung, Anita Mui, Alan Tam, and Danny Chan. Due to the popularity of pop music, it was widely used in all kinds of entertainment productions like films and TV shows.
Engagement level is an important criterion to define how successful your community is. Here are some tips to start your community and most importantly, continue running it.
Create a welcoming platform
If you want your members to engage more in your platform, judge less. It is not a fault to judge people. A positive comment and amendment will bring you improvement. However, unreasonable judgement will bring not only negative results, but also bad feelings towards the members. If they are not comfortable with the community, they wouldn’t want to stay long. Only a place which provides diversity, mutual respect and equity each member’s views can provoke more engagements and happiness. Therefore, cultivating a respectful, inclusive and loving environment can bring a sense of comfy for members to stay here and be themselves.
Consumers have a variety of choices on the internet. They can join as many communities as they want and choose the most suitable one. In order to attract and retain your customers, your community has to position yourself wisely.
There are few questions you have to think about:
What are the outstanding points of your community?
What impressions do your community want to give your members/consumers?
How would you describe your community by using three words?
With a clear positioning and standardization, you may find your targeted members or consumers easily to sustain your member base.
Be responsive and interactive
Turns your virtual community into a real community. It is all about interaction. Interact with your members, or else it is just an informative group for photo posting. Try to respond to your members’ posts, respond to their comments and try to understand what they want and like. They will be more engaged due to personalized communication. When more interactions will be held, you not only can understand their preferences to adjust your strategy, you can also let them feel engaged with your core members. It will be a big move for your community.
Segment your engagement strategy
There is never a one-size-fit-all strategy to all community and members. You should first categorize your customer and think of multiple strategies to tackle their needs.
You can identify them as most engaged members, least engaged members and average engaged members. For example, provide a reward programme for only engaged members and provide new ideas and activities for only attracting deactivated members. By doing so, you can target your members with specific strategies and special access to engage. With a more targeted approach, you can surely increase your success rate.
Ownership of a community
When is the first time you feel that you own a place? It is the time when you involve the most in it. You want to engage your members, but how? Ask your member to invest time and effort in your platform. Some people may think it is not suitable to ask your members to put time and effort in their platform. However, the reality is members would not leave because of it, they also will be more willing to come back again.
Here is an example, you can ask your members to manage your Facebook page together. From that, you can bring your community closer and bring a sense of ownership to your community. More and More responsible and passionate members will stay and come back.