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Storytelling through Social Media: The Modern Narrative Defined

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Storytelling through Social Media The Modern Narrative Defined www.flickr.com/photos/margolove/3523556733 Ed Schipul eschipul@schipul.com www.schipul.com // www.eschipul.com Thursday, October 15, 2009
How would this Story be different? http://www.youtube.com/watch?v=sMel13nY0PE Thursday, October 15, 2009
Anthropology of Cell Phones http://pogue.blogs.nytimes.com/2007/03/28/the-anthropology-of-cellphones/ Thursday, October 15, 2009
Let’s talk about... • How to tell a Story • Developing Characters / Personas • Motivating your characters www.flickr.com/photos/7885343@N04/3389501692/ Growing your Brand through online Story Thursday, October 15, 2009
Classic Storytelling The Power of the Narrative Once upon a time... http://flickr.com/photos/e_phots/2646616379/ Thursday, October 15, 2009
Modern Storytelling Narrating through Technology ...we still tell each other our stories... Thursday, October 15, 2009
4 Elements of Storytelling 1. Message 4. Plot So my point is... 2. Conflict 3. Characters Thursday, October 15, 2009
What’s old is new: The 4 Elements of a Modern Story 1. The Message • Strategic premise • What is your real statement? • Stick to 1 or 2 messages • Different audiences mean different messages Thursday, October 15, 2009
1. The Message What are your Vision, Mission and Values? You can’t write about what you don’t know • Vision: Big picture • Mission: The nuts and bolts • Values: The behaviors that get you there Thursday, October 15, 2009
1. The Message Promoting your message in all that you do • Message #1: Just Do It • Nike+ Run Faster Blog • Message #2: We innovate, we help http://nikeplus.nike.com • Nike R&D Storytelling videos www.twiike.com Thursday, October 15, 2009
What’s old is new: The 4 Elements of a Modern Story 2. The Conflict • Not always negative • What problem forces you to act? • How do you restore harmony? • Internal or external conflict? http://flickr.com/photos/slipstreamblue/2617035636/ Thursday, October 15, 2009
Whole Foods fights bio-engineering and trade practices http://blog.wholefoodsmarket.com Thursday, October 15, 2009
Starbucks lets patrons discover and solve conflict www.mystarbucksidea.com Thursday, October 15, 2009
What’s old is new: The 4 Elements of a Modern Story 3. The Characters • Who are the main players? • Multi-purpose Characters • Your readers are Characters too ** PERSONA Development ** Thursday, October 15, 2009
3. The Characters Mac vs. PC http://www.youtube.com/watch?v=1EbCyibkNB0 Thursday, October 15, 2009
3. The Characters The Apple story’s Characters (everlasting love) (out-of-the-box geeks) Benefactor Goal Beneficiary (in-the-box products) Support Hero Adversary Thursday, October 15, 2009
Persona Development How / when will you speak to your Personas? Thursday, October 15, 2009
What kind of Character are you? The Brave Hero The Everyday Hero The Wise Hero The Caregiver The Creator The Lover The Adventurer The Joker The Ruler The Magician The Innocent The Rebel Thursday, October 15, 2009
Persona Development Weave your audience into your Story www.polleverywhere.com www.intensedebate.com www.chipin.com www.polldaddy.com Thursday, October 15, 2009
Persona Development Master the art of Listening and Responding www.blogpulse.com www.google.com/alerts www.viralheat.com www.icerocket.com Thursday, October 15, 2009
What’s your Motivation? The driving forces behind your Characters Thursday, October 15, 2009
A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/ Thursday, October 15, 2009
Read more: http://www.schipul.com/en/art/?562 Speak to your audience’s motivations 1. Material 2. Social 3. Ideological http://www.flickr.com/photos/thegreentrilby/93788893/ http://www.flickr.com/photos/barackobamadotcom/2214065098/ http://www.cathedralgrove.se Thursday, October 15, 2009
What’s old is new: The 4 Elements of a Modern Story 4. The Plot The difference between: ‘The King died and then the Queen died’ and ‘The King died by the sword and the Queen died of grief’ http://flickr.com/photos/alimander/2832880196/ Thursday, October 15, 2009
4. The Plot Plot your Plot Deal with it Interact / Connect / Play Almost there... Establish Onward and upward Thursday, October 15, 2009
4. The Plot For your plot, grab a video camera www.theflip.com www.apple.com/ipodnano/ Thursday, October 15, 2009
Tweeting your Story Twitter Storytelling tips and tricks 1. Tell other people’s stories 2. Link like it’s going out of style: www.tinyurl.com 3. Ask questions, answer questions 4. Share brain candy 5. Say thank you Thursday, October 15, 2009
Tweeting your Story Follow your Story’s Buzz http://search.twitter.com www.tweetbeep.com www.crowdeye.com www.twitscoop.com Thursday, October 15, 2009
Let’s review... • Tell your Story with modern tools • Know yourself, know your audience • Keep the Story eternal with Twitter http://flickr.com/photos/sandrino/248016804/ Tell your Story, be a Hero Thursday, October 15, 2009
Thanks for participating today! Ed Schipul CEO, Schipul - The Web Marketing Company www.schipul.com // www.tendenci.com (281) 497.6567 Blog: www.eschipul.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Find my slides on Slideshare: www.slideshare.net/eschipul Thursday, October 15, 2009

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Storytelling through Social Media: The Modern Narrative Defined

  • 1. Storytelling through Social Media The Modern Narrative Defined www.flickr.com/photos/margolove/3523556733 Ed Schipul eschipul@schipul.com www.schipul.com // www.eschipul.com Thursday, October 15, 2009
  • 2. How would this Story be different? http://www.youtube.com/watch?v=sMel13nY0PE Thursday, October 15, 2009
  • 3. Anthropology of Cell Phones http://pogue.blogs.nytimes.com/2007/03/28/the-anthropology-of-cellphones/ Thursday, October 15, 2009
  • 4. Let’s talk about... • How to tell a Story • Developing Characters / Personas • Motivating your characters www.flickr.com/photos/7885343@N04/3389501692/ Growing your Brand through online Story Thursday, October 15, 2009
  • 5. Classic Storytelling The Power of the Narrative Once upon a time... http://flickr.com/photos/e_phots/2646616379/ Thursday, October 15, 2009
  • 6. Modern Storytelling Narrating through Technology ...we still tell each other our stories... Thursday, October 15, 2009
  • 7. 4 Elements of Storytelling 1. Message 4. Plot So my point is... 2. Conflict 3. Characters Thursday, October 15, 2009
  • 8. What’s old is new: The 4 Elements of a Modern Story 1. The Message • Strategic premise • What is your real statement? • Stick to 1 or 2 messages • Different audiences mean different messages Thursday, October 15, 2009
  • 9. 1. The Message What are your Vision, Mission and Values? You can’t write about what you don’t know • Vision: Big picture • Mission: The nuts and bolts • Values: The behaviors that get you there Thursday, October 15, 2009
  • 10. 1. The Message Promoting your message in all that you do • Message #1: Just Do It • Nike+ Run Faster Blog • Message #2: We innovate, we help http://nikeplus.nike.com • Nike R&D Storytelling videos www.twiike.com Thursday, October 15, 2009
  • 11. What’s old is new: The 4 Elements of a Modern Story 2. The Conflict • Not always negative • What problem forces you to act? • How do you restore harmony? • Internal or external conflict? http://flickr.com/photos/slipstreamblue/2617035636/ Thursday, October 15, 2009
  • 12. Whole Foods fights bio-engineering and trade practices http://blog.wholefoodsmarket.com Thursday, October 15, 2009
  • 13. Starbucks lets patrons discover and solve conflict www.mystarbucksidea.com Thursday, October 15, 2009
  • 14. What’s old is new: The 4 Elements of a Modern Story 3. The Characters • Who are the main players? • Multi-purpose Characters • Your readers are Characters too ** PERSONA Development ** Thursday, October 15, 2009
  • 15. 3. The Characters Mac vs. PC http://www.youtube.com/watch?v=1EbCyibkNB0 Thursday, October 15, 2009
  • 16. 3. The Characters The Apple story’s Characters (everlasting love) (out-of-the-box geeks) Benefactor Goal Beneficiary (in-the-box products) Support Hero Adversary Thursday, October 15, 2009
  • 17. Persona Development How / when will you speak to your Personas? Thursday, October 15, 2009
  • 18. What kind of Character are you? The Brave Hero The Everyday Hero The Wise Hero The Caregiver The Creator The Lover The Adventurer The Joker The Ruler The Magician The Innocent The Rebel Thursday, October 15, 2009
  • 19. Persona Development Weave your audience into your Story www.polleverywhere.com www.intensedebate.com www.chipin.com www.polldaddy.com Thursday, October 15, 2009
  • 20. Persona Development Master the art of Listening and Responding www.blogpulse.com www.google.com/alerts www.viralheat.com www.icerocket.com Thursday, October 15, 2009
  • 21. What’s your Motivation? The driving forces behind your Characters Thursday, October 15, 2009
  • 22. A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/ Thursday, October 15, 2009
  • 23. Read more: http://www.schipul.com/en/art/?562 Speak to your audience’s motivations 1. Material 2. Social 3. Ideological http://www.flickr.com/photos/thegreentrilby/93788893/ http://www.flickr.com/photos/barackobamadotcom/2214065098/ http://www.cathedralgrove.se Thursday, October 15, 2009
  • 24. What’s old is new: The 4 Elements of a Modern Story 4. The Plot The difference between: ‘The King died and then the Queen died’ and ‘The King died by the sword and the Queen died of grief’ http://flickr.com/photos/alimander/2832880196/ Thursday, October 15, 2009
  • 25. 4. The Plot Plot your Plot Deal with it Interact / Connect / Play Almost there... Establish Onward and upward Thursday, October 15, 2009
  • 26. 4. The Plot For your plot, grab a video camera www.theflip.com www.apple.com/ipodnano/ Thursday, October 15, 2009
  • 27. Tweeting your Story Twitter Storytelling tips and tricks 1. Tell other people’s stories 2. Link like it’s going out of style: www.tinyurl.com 3. Ask questions, answer questions 4. Share brain candy 5. Say thank you Thursday, October 15, 2009
  • 28. Tweeting your Story Follow your Story’s Buzz http://search.twitter.com www.tweetbeep.com www.crowdeye.com www.twitscoop.com Thursday, October 15, 2009
  • 29. Let’s review... • Tell your Story with modern tools • Know yourself, know your audience • Keep the Story eternal with Twitter http://flickr.com/photos/sandrino/248016804/ Tell your Story, be a Hero Thursday, October 15, 2009
  • 30. Thanks for participating today! Ed Schipul CEO, Schipul - The Web Marketing Company www.schipul.com // www.tendenci.com (281) 497.6567 Blog: www.eschipul.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Find my slides on Slideshare: www.slideshare.net/eschipul Thursday, October 15, 2009