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Storytelling for the
                            Social Media Era
                           An Overview of Key Concepts, Strategies, Tactics for
                                      Engaging Online Communities




                                               Hong Qu @hqu
                                                CUNY JCamp
                                                Nov 13, 2012




Tuesday, November 13, 12
Overview

                Introduction:
                           Why are we here?

                Who tells a good story?
                           24/7 news cycle in which every millisecond count and every story is fact-checked by the crowd

                What is Social Media?
                           How is it different from Mass Media?

                How to activate a vibrant community of fans?
                           Community of practice, fandom, social capital, and amplifiers

                           Best practices for engaging with audience/fans/community




Tuesday, November 13, 12
Storytelling
                 Storytelling is the conveying of events in words,
                 images and sounds, often by improvisation or
                 embellishment. Stories or narratives have been
                 shared in every culture as a means of
                 entertainment, education, cultural preservation
                 and to instill moral values. Crucial elements of
                 stories and storytelling include plot, characters
                 and narrative point of view.

                               https://en.wikipedia.org/wiki/Storytelling
Tuesday, November 13, 12
http://tweetwood.com/acarvin
Tuesday, November 13, 12
https://www.facebook.com/georgehtakei
Tuesday, November 13, 12
Instagram Tag #Sandy




                                http://searchinstagram.com/sandy/
Tuesday, November 13, 12
http://www.amazon.com/The-Rise-Network-Society-Information/dp/1405196866/ref=sr_1_5?ie=UTF8&qid=1352789653&sr=8-5-20
Tuesday, November 13, 12
The Network Society
                We live in a Network Society




   http://www.amazon.com/The-Rise-Network-Society-Information/dp/1405196866/ref=sr_1_5?ie=UTF8&qid=1352789653&sr=8-5-20

Tuesday, November 13, 12
The Network Society
                We live in a Network Society
                           Wireless connectivity 24/7

                           Real-time info/communication on demand

                           Wisdom of the crowd production, filtering, collaboration, and consumption

                           Dis-intermediation leads to shifts in centers of power in society

                           Everyone fight to influence the “amplifiers”

                           Stories are transmitted by word of mouth through social networks

                           Social graphs propagate in 2 different configurations

                              Peer to peer

                              Hub and spoke

   http://www.amazon.com/The-Rise-Network-Society-Information/dp/1405196866/ref=sr_1_5?ie=UTF8&qid=1352789653&sr=8-5-20

Tuesday, November 13, 12
Everyone is a Natural Born Storyteller

                “...on the internet interpersonal, organizational,
                and mass communication come together. People
                become linked to one another and have access to
                information and communication with one another
                constantly.”




                             https://en.wikipedia.org/wiki/Network_society

Tuesday, November 13, 12
http://www.amazon.com/Alone-Together-Expect-Technology-Other/dp/0465031463/ref=wl_it_dp_o_pC_nS_nC?
Tuesday, November 13, 12               ie=UTF8&colid=2N2T7BXZUCO4Q&coliid=I1W78YKQ3F1Y5V&tag=780065172-20
News Media vis-à-vis Social Media
             "If I had asked people what they wanted,
             they would have said faster horses."
                                                                                                    - Henry Ford

             "What information consumes is rather obvious: it
             consumes the attention of its recipients. Hence a wealth
             of information creates a poverty of attention, and a need
             to allocate that attention efficiently among the
             overabundance of information sources that might
             consume it."
                                                                                                 - Herbert Simon
                           http://blogs.hbr.org/cs/2011/08/henry_ford_never_said_the_fast.html
                                http://avc.blogs.com/a_vc/2005/11/the_looming_att.html
                                      https://en.wikipedia.org/wiki/Attention_economy
Tuesday, November 13, 12
What business are we in?




Tuesday, November 13, 12
What business are we in?
              News
              Publishing
              Media
              Entertainment
              Content
              Information Distribution
              Advertising
              Subscription
              Social Media Optimization
              Communication Platforms
              Mobile Apps

Tuesday, November 13, 12
What business are we in?
              News
                                          In the Social Media Era, content
              Publishing
                                          producers must compete for:
              Media
              Entertainment
              Content
              Information Distribution
              Advertising
              Subscription
              Social Media Optimization
              Communication Platforms
              Mobile Apps

Tuesday, November 13, 12
What business are we in?
              News
                                          In the Social Media Era, content
              Publishing
                                          producers must compete for:
              Media
              Entertainment
              Content                           Attention!!!
              Information Distribution
              Advertising
              Subscription
              Social Media Optimization
              Communication Platforms
              Mobile Apps

Tuesday, November 13, 12
What business are we in?
              News
                                          In the Social Media Era, content
              Publishing
                                          producers must compete for:
              Media
              Entertainment
              Content                            Attention!!!
              Information Distribution
              Advertising
                                          To activate a community of fans who
              Subscription
                                            Consumes
              Social Media Optimization
                                            Advocates
              Communication Platforms
                                            Co-creates
              Mobile Apps

Tuesday, November 13, 12
http://www.amazon.com/Convergence-Culture-Where-Media-Collide/dp/0814742955/ref=sr_1_1?s=books&ie=UTF8&qid=1352791730&sr=1-1
Tuesday, November 13, 12
Fandom




                           https://www.youtube.com/watch?v=AKu-5NiKvy0
                           https://www.youtube.com/watch?v=LJ-4B9weldc
                                 https://en.wikipedia.org/wiki/Fandom
                             https://en.wikipedia.org/wiki/Cognitive_Surplus

Tuesday, November 13, 12
Where do memes come from?



                           http://knowyourmeme.com/memes/events/binders-full-of-women




                               https://www.facebook.com/romneybindersfullofwomen
                           http://knowyourmeme.com/memes/events/binders-full-of-women

Tuesday, November 13, 12
Amazon Binder Reviews




                       http://www.amazon.com/Avery-Durable-Binder-EZ-Turn-17032/dp/B001B0CTMU/ref=cm_rdp_product

Tuesday, November 13, 12
http://www.amazon.com/Cognitive-Surplus-Technology-Consumers-Collaborators/dp/B006CDEZNM?tag=780065172-20
Tuesday, November 13, 12
Community of Practice

                    Group of people who share a craft and/or a
                    profession
                    Through informal connections that participants
                    build in their community of practice, and in the
                    process of sharing their expertise, learning from
                    others, and participating in the group, members
                    are said to be acquiring social capital.


                                 https://en.wikipedia.org/wiki/Community_of_practice


Tuesday, November 13, 12
Seven principles for cultivating
            communities of practice




                           http://hbswk.hbs.edu/archive/2855.html

Tuesday, November 13, 12
Seven principles for cultivating
            communities of practice
                           Design for evolution.
                           Open a dialogue between inside and outside
                           perspectives.
                           Invite different levels of participation.
                           Develop both public and private community spaces.
                           Focus on value.
                           Combine familiarity and excitement.
                           Create a rhythm for the community.
                                          http://hbswk.hbs.edu/archive/2855.html

Tuesday, November 13, 12
http://www.amazon.com/Cultivating-Communities-Practice-Etienne-Wenger/dp/1578513308

Tuesday, November 13, 12
https://openinno.wordpress.com/tag/engagement/
Tuesday, November 13, 12
https://openinno.wordpress.com/tag/engagement/
Tuesday, November 13, 12
Amplifiers




         “As both social media and traditional media have
         evolved, a complex, symbiotic relationship of filtering
         and amplification has developed.”



                           http://charman-anderson.com/2012/02/22/social-media-one-to-some-communication-that-needs-amplifiers/

                             http://www.livestream.com/knightfoundation/video?clipId=pla_dd03d006-2ac0-4017-b6af-12922ff13075


Tuesday, November 13, 12
Case Study: Social Flow




   http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single   http://cdn.socialflow.biz/drop/obl-graph-final.pdf
Tuesday, November 13, 12
Action Plan




Tuesday, November 13, 12
Action Plan
                Storytelling
                Package stories differently for each
                social network

                Headline, thumbnails, descriptions,
                hashtags

                Curiosity gap

                Emotional valence

                Resonates with your audience

                Be a conversation starter

                Target your social graph

                Test your headlines




Tuesday, November 13, 12
Action Plan
                Storytelling                            Engagement
                Package stories differently for each
                social network                          Measure distribution analytics

                Headline, thumbnails, descriptions,     Live-tweet reportage
                hashtags
                                                        Reciprocate social capital
                Curiosity gap
                                                        Ask for shares and re-shares
                Emotional valence
                                                        Amass subscribes and followers
                Resonates with your audience
                                                        Segment your audience
                Be a conversation starter
                                                        Cultivate amplifiers
                Target your social graph

                Test your headlines                     Update your stories in real time




Tuesday, November 13, 12
Action Plan
                Storytelling                            Engagement                         Community
                Package stories differently for each
                social network                          Measure distribution analytics     Email list

                Headline, thumbnails, descriptions,     Live-tweet reportage               Facebook Page
                hashtags
                                                        Reciprocate social capital         Twitter
                Curiosity gap
                                                        Ask for shares and re-shares       Instagram
                Emotional valence
                                                        Amass subscribes and followers     YouTube
                Resonates with your audience
                                                        Segment your audience              Crowdsource content production
                Be a conversation starter
                                                        Cultivate amplifiers                Spotlight contributors
                Target your social graph

                Test your headlines                     Update your stories in real time   Manufacture memes




Tuesday, November 13, 12
Action Plan
                Storytelling                            Engagement                         Community
                Package stories differently for each
                social network                          Measure distribution analytics     Email list

                Headline, thumbnails, descriptions,     Live-tweet reportage               Facebook Page
                hashtags
                                                        Reciprocate social capital         Twitter
                Curiosity gap
                                                        Ask for shares and re-shares       Instagram
                Emotional valence
                                                        Amass subscribes and followers     YouTube
                Resonates with your audience
                                                        Segment your audience              Crowdsource content production
                Be a conversation starter
                                                        Cultivate amplifiers                Spotlight contributors
                Target your social graph

                Test your headlines                     Update your stories in real time   Manufacture memes




          Focus on what’s working and simplify your workflow!

Tuesday, November 13, 12
Discussion and Q&A




Tuesday, November 13, 12
Discussion and Q&A
                    Social Media Native Storytelling

                           The Real Life Social Network
                             Packaging and propagating through the social graph

                           Real-time event coverage
                             Twitter, Instagram, Facebook, Crowdsourcing

                           Transparency, accuracy, and fact-checking
                             Community of practice, Social Capital


                           Consumers, Curators, Fans, Amplifiers
                             Ladder of Engagement, Incentives, Recognition and Rewards

Tuesday, November 13, 12
My Memo in 2009
                                                                                                         Fri, Jan 23, 2009 at 7:34 PM
               Here is a very rough outline of my thoughts on the evolution of information products:

               Newspapers and Magazines
               Economics of information goods in physical medium
                - bundled
                - broadcast (one to many)
                - authoritative and reliable

               Content on the Web
               Economics of information goods in digital medium
                - unbundling
                - production cost decreases
                - reproduction cost becomes zero
                - distribution cost decreases

               Bloggers
               Economics of information goods in digital medium over the interactive Web
                - a few consumers become producers
                - peer review and fact checking (aka open sourcing news and politics)
                - discussions replace broadcast (few to few, with many still only consuming)
               - production cost decreases further
               - distribution cost decreases further

               Twitter and emerging services
               Economics of information goods in digital medium over the social media Internet
                 - many consumers become producers
                - producers' brand, reputation, authenticity, transparency, and disclosure accumulates over time
                - distribution cost becomes revenue source for "popular" producers
                - 2% self-promoting producers; 98% producers who share with small groups of friends
                 - multiple, simultaneous real-time conversations (one to few to many to few... in parallel over small networks)
                 - mobile apps enable real time sharing creating a sense of immediacy

               As for monetization, I think mobile apps (preferably social, idealistic, and transparent about their mission) with local
               ads has the highest potential of making money. Separate, small content producing operations run by individuals will
               continue to be profitable (adsense and sponsorships) because they command a lot of attention and trust.

Tuesday, November 13, 12

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Storytelling for the Social Media Era

  • 1. Storytelling for the Social Media Era An Overview of Key Concepts, Strategies, Tactics for Engaging Online Communities Hong Qu @hqu CUNY JCamp Nov 13, 2012 Tuesday, November 13, 12
  • 2. Overview Introduction: Why are we here? Who tells a good story? 24/7 news cycle in which every millisecond count and every story is fact-checked by the crowd What is Social Media? How is it different from Mass Media? How to activate a vibrant community of fans? Community of practice, fandom, social capital, and amplifiers Best practices for engaging with audience/fans/community Tuesday, November 13, 12
  • 3. Storytelling Storytelling is the conveying of events in words, images and sounds, often by improvisation or embellishment. Stories or narratives have been shared in every culture as a means of entertainment, education, cultural preservation and to instill moral values. Crucial elements of stories and storytelling include plot, characters and narrative point of view. https://en.wikipedia.org/wiki/Storytelling Tuesday, November 13, 12
  • 6. Instagram Tag #Sandy http://searchinstagram.com/sandy/ Tuesday, November 13, 12
  • 8. The Network Society We live in a Network Society http://www.amazon.com/The-Rise-Network-Society-Information/dp/1405196866/ref=sr_1_5?ie=UTF8&qid=1352789653&sr=8-5-20 Tuesday, November 13, 12
  • 9. The Network Society We live in a Network Society Wireless connectivity 24/7 Real-time info/communication on demand Wisdom of the crowd production, filtering, collaboration, and consumption Dis-intermediation leads to shifts in centers of power in society Everyone fight to influence the “amplifiers” Stories are transmitted by word of mouth through social networks Social graphs propagate in 2 different configurations Peer to peer Hub and spoke http://www.amazon.com/The-Rise-Network-Society-Information/dp/1405196866/ref=sr_1_5?ie=UTF8&qid=1352789653&sr=8-5-20 Tuesday, November 13, 12
  • 10. Everyone is a Natural Born Storyteller “...on the internet interpersonal, organizational, and mass communication come together. People become linked to one another and have access to information and communication with one another constantly.” https://en.wikipedia.org/wiki/Network_society Tuesday, November 13, 12
  • 12. News Media vis-à-vis Social Media "If I had asked people what they wanted, they would have said faster horses." - Henry Ford "What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention, and a need to allocate that attention efficiently among the overabundance of information sources that might consume it." - Herbert Simon http://blogs.hbr.org/cs/2011/08/henry_ford_never_said_the_fast.html http://avc.blogs.com/a_vc/2005/11/the_looming_att.html https://en.wikipedia.org/wiki/Attention_economy Tuesday, November 13, 12
  • 13. What business are we in? Tuesday, November 13, 12
  • 14. What business are we in? News Publishing Media Entertainment Content Information Distribution Advertising Subscription Social Media Optimization Communication Platforms Mobile Apps Tuesday, November 13, 12
  • 15. What business are we in? News In the Social Media Era, content Publishing producers must compete for: Media Entertainment Content Information Distribution Advertising Subscription Social Media Optimization Communication Platforms Mobile Apps Tuesday, November 13, 12
  • 16. What business are we in? News In the Social Media Era, content Publishing producers must compete for: Media Entertainment Content Attention!!! Information Distribution Advertising Subscription Social Media Optimization Communication Platforms Mobile Apps Tuesday, November 13, 12
  • 17. What business are we in? News In the Social Media Era, content Publishing producers must compete for: Media Entertainment Content Attention!!! Information Distribution Advertising To activate a community of fans who Subscription Consumes Social Media Optimization Advocates Communication Platforms Co-creates Mobile Apps Tuesday, November 13, 12
  • 19. Fandom https://www.youtube.com/watch?v=AKu-5NiKvy0 https://www.youtube.com/watch?v=LJ-4B9weldc https://en.wikipedia.org/wiki/Fandom https://en.wikipedia.org/wiki/Cognitive_Surplus Tuesday, November 13, 12
  • 20. Where do memes come from? http://knowyourmeme.com/memes/events/binders-full-of-women https://www.facebook.com/romneybindersfullofwomen http://knowyourmeme.com/memes/events/binders-full-of-women Tuesday, November 13, 12
  • 21. Amazon Binder Reviews http://www.amazon.com/Avery-Durable-Binder-EZ-Turn-17032/dp/B001B0CTMU/ref=cm_rdp_product Tuesday, November 13, 12
  • 23. Community of Practice Group of people who share a craft and/or a profession Through informal connections that participants build in their community of practice, and in the process of sharing their expertise, learning from others, and participating in the group, members are said to be acquiring social capital. https://en.wikipedia.org/wiki/Community_of_practice Tuesday, November 13, 12
  • 24. Seven principles for cultivating communities of practice http://hbswk.hbs.edu/archive/2855.html Tuesday, November 13, 12
  • 25. Seven principles for cultivating communities of practice Design for evolution. Open a dialogue between inside and outside perspectives. Invite different levels of participation. Develop both public and private community spaces. Focus on value. Combine familiarity and excitement. Create a rhythm for the community. http://hbswk.hbs.edu/archive/2855.html Tuesday, November 13, 12
  • 29. Amplifiers “As both social media and traditional media have evolved, a complex, symbiotic relationship of filtering and amplification has developed.” http://charman-anderson.com/2012/02/22/social-media-one-to-some-communication-that-needs-amplifiers/ http://www.livestream.com/knightfoundation/video?clipId=pla_dd03d006-2ac0-4017-b6af-12922ff13075 Tuesday, November 13, 12
  • 30. Case Study: Social Flow http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single http://cdn.socialflow.biz/drop/obl-graph-final.pdf Tuesday, November 13, 12
  • 32. Action Plan Storytelling Package stories differently for each social network Headline, thumbnails, descriptions, hashtags Curiosity gap Emotional valence Resonates with your audience Be a conversation starter Target your social graph Test your headlines Tuesday, November 13, 12
  • 33. Action Plan Storytelling Engagement Package stories differently for each social network Measure distribution analytics Headline, thumbnails, descriptions, Live-tweet reportage hashtags Reciprocate social capital Curiosity gap Ask for shares and re-shares Emotional valence Amass subscribes and followers Resonates with your audience Segment your audience Be a conversation starter Cultivate amplifiers Target your social graph Test your headlines Update your stories in real time Tuesday, November 13, 12
  • 34. Action Plan Storytelling Engagement Community Package stories differently for each social network Measure distribution analytics Email list Headline, thumbnails, descriptions, Live-tweet reportage Facebook Page hashtags Reciprocate social capital Twitter Curiosity gap Ask for shares and re-shares Instagram Emotional valence Amass subscribes and followers YouTube Resonates with your audience Segment your audience Crowdsource content production Be a conversation starter Cultivate amplifiers Spotlight contributors Target your social graph Test your headlines Update your stories in real time Manufacture memes Tuesday, November 13, 12
  • 35. Action Plan Storytelling Engagement Community Package stories differently for each social network Measure distribution analytics Email list Headline, thumbnails, descriptions, Live-tweet reportage Facebook Page hashtags Reciprocate social capital Twitter Curiosity gap Ask for shares and re-shares Instagram Emotional valence Amass subscribes and followers YouTube Resonates with your audience Segment your audience Crowdsource content production Be a conversation starter Cultivate amplifiers Spotlight contributors Target your social graph Test your headlines Update your stories in real time Manufacture memes Focus on what’s working and simplify your workflow! Tuesday, November 13, 12
  • 36. Discussion and Q&A Tuesday, November 13, 12
  • 37. Discussion and Q&A Social Media Native Storytelling The Real Life Social Network Packaging and propagating through the social graph Real-time event coverage Twitter, Instagram, Facebook, Crowdsourcing Transparency, accuracy, and fact-checking Community of practice, Social Capital Consumers, Curators, Fans, Amplifiers Ladder of Engagement, Incentives, Recognition and Rewards Tuesday, November 13, 12
  • 38. My Memo in 2009 Fri, Jan 23, 2009 at 7:34 PM Here is a very rough outline of my thoughts on the evolution of information products: Newspapers and Magazines Economics of information goods in physical medium - bundled - broadcast (one to many) - authoritative and reliable Content on the Web Economics of information goods in digital medium - unbundling - production cost decreases - reproduction cost becomes zero - distribution cost decreases Bloggers Economics of information goods in digital medium over the interactive Web - a few consumers become producers - peer review and fact checking (aka open sourcing news and politics) - discussions replace broadcast (few to few, with many still only consuming) - production cost decreases further - distribution cost decreases further Twitter and emerging services Economics of information goods in digital medium over the social media Internet - many consumers become producers - producers' brand, reputation, authenticity, transparency, and disclosure accumulates over time - distribution cost becomes revenue source for "popular" producers - 2% self-promoting producers; 98% producers who share with small groups of friends - multiple, simultaneous real-time conversations (one to few to many to few... in parallel over small networks) - mobile apps enable real time sharing creating a sense of immediacy As for monetization, I think mobile apps (preferably social, idealistic, and transparent about their mission) with local ads has the highest potential of making money. Separate, small content producing operations run by individuals will continue to be profitable (adsense and sponsorships) because they command a lot of attention and trust. Tuesday, November 13, 12