Forget corporate jargon, promotional messages and traditional advertising. Storytelling is what moves people into action and bonds them with a brand or an organization.
Enter Skyword, a content marketing platform and services company headquartered in Boston that aims to teach marketers and communicators how to develop a storytelling mindset within their companies while finding new ways to reach out and inspire through technology.
Skyword’s Forward 2016 conference, which took place June 22-23 at The Westin Boston Waterfront, drew about 300 marketing managers, directors, brand representatives and content creators from across North America. Through panel presentations, roundtable discussions and cocktail chats, the event explored the intersection of story and business.
The mandate for Genevieve Colton, Skyword’s marketing and events manager, was similar to that of many meeting planners: to create exceptional experiences. “This year, we expanded our focus to audience activation, giving them opportunities to constantly engage before, after and during the event,” says Colton. Leading up to the conference, Skyword team members and clients shared their excitement for Forward in an Instagram campaign. An event app through DoubleDutch enabled the event organizers to push polls and surveys to attendees. Skyword also employed a social dashboard with Sprinklr, displaying attendee posts using the hashtag #Forward16.