Video: How Microsoft uses storytelling to earn word of mouth

“Welcome to Nobody Cares, population: six billion.”

That’s Microsoft Social Media Manager Rob Wolf explaining one of the reasons why it’s difficult to get customers to share your message: If you don’t know what they find interesting, you’re not going to get their attention. How does Microsoft get them to care? Storytelling — because Microsoft has a big story to tell.

For example, one of their employees developed a system to manage their buildings. It used to take him and a team five years to examine all of the buildings but this new system changed it to 15 minutes. The stories can also involve testing new tech, their employees, or an upcoming product launch.

Rob says they post stories like these to social media and on their site so they can create a deeper connection with their fans. And they tell a lot of them, because the more stories they can tell, the more opportunities they have to see what works.

In Rob’s presentation at’s Brands-Only Summit, you’ll also learn:

  • Why you should always tell the story yourself
  • How to create a bunch of stories from one idea
  • How to find a great storyteller

Watch Rob’s full story in the video below:

Storytelling at Microsoft, presented by Rob Wolf from on Vimeo.

Download the slide presentation in this video here.


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