storytelling through social media

Ed Schipuleschipul@schipul.com www.schipul.com // www.eschipul.com

www.flickr.com/photos/margolove/3523556733

Storytelling through Social MediaThe Modern Narrative Defined

Thursday, October 15, 2009

http://www.youtube.com/watch?v=sMel13nY0PE

How would this Story be different?

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

Growing your Brand through online Story

www.flickr.com/photos/7885343@N04/3389501692/

Thursday, October 15, 2009

Once upon a time...http://flickr.com/photos/e_phots/2646616379/

Classic StorytellingThe Power of the Narrative

Thursday, October 15, 2009

...we still tell each other our stories...

Modern StorytellingNarrating through Technology

Thursday, October 15, 2009

So my point is...

1. Message 4. Plot

2. Conflict 3. Characters

4 Elements of Storytelling

Thursday, October 15, 2009

1. The Message

• Strategic premise

• What is your real statement?

• Stick to 1 or 2 messages

• Different audiences mean different messages

What’s old is new: The 4 Elements of a Modern Story

Thursday, October 15, 2009

What are your Vision, Mission and Values?

• Vision: Big picture

• Mission: The nuts and bolts

• Values: The behaviors that get you there

1. The Message

You can’t write about what you don’t know

Thursday, October 15, 2009

Promoting your message in all that you do

• Message #1: Just Do It

• Nike+ Run Faster Blog

• Message #2: We innovate, we help

• Nike R&D Storytelling videos

1. The Message

http://nikeplus.nike.com

www.twiike.com

Thursday, October 15, 2009

2. The Conflict

• Not always negative

• What problem forces you to act?

• How do you restore harmony?

• Internal or external conflict?

What’s old is new: The 4 Elements of a Modern Story

http://flickr.com/photos/slipstreamblue/2617035636/

Thursday, October 15, 2009

Whole Foods fights bio-engineering and trade practiceshttp://blog.wholefoodsmarket.com

Thursday, October 15, 2009

Starbucks lets patrons discover and solve conflictwww.mystarbucksidea.com

Thursday, October 15, 2009

3. The Characters

• Who are the main players?

• Multi-purpose Characters

• Your readers are Characters too ** PERSONA Development **

What’s old is new: The 4 Elements of a Modern Story

Thursday, October 15, 2009

http://www.youtube.com/watch?v=1EbCyibkNB0

Mac vs. PC 3. The Characters

Thursday, October 15, 2009

The Apple story’s Characters

Benefactor Beneficiary

Hero Adversary

Goal

Support

3. The Characters

(out-of-the-box geeks)

(in-the-box products)

(everlasting love)

Thursday, October 15, 2009

How / when will you speak to your Personas?Persona Development

Thursday, October 15, 2009

What kind of Character are you?

The Joker

The Creator

The Adventurer

The Brave Hero

The Wise Hero

The Everyday Hero

The Magician

The Innocent

The Caregiver

The Ruler

The Rebel

The Lover

Thursday, October 15, 2009

Weave your audience into your StoryPersona Development

www.intensedebate.com

www.polldaddy.com

www.polleverywhere.com

www.chipin.com

Thursday, October 15, 2009

Master the art of Listening and RespondingPersona Development

www.google.com/alerts

www.icerocket.com

www.blogpulse.com

www.viralheat.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

Speak to your audience’s motivationsRead more: http://www.schipul.com/en/art/?562

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

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’

What’s old is new: The 4 Elements of a Modern Story

http://flickr.com/photos/alimander/2832880196/

Thursday, October 15, 2009

Plot your Plot4. The Plot

Establish

Interact / Connect / Play

Deal with it

Almost there...

Onward and upward

Thursday, October 15, 2009

For your plot, grab a video camera4. The Plot

www.apple.com/ipodnano/

www.theflip.com

Thursday, October 15, 2009

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

Tweeting your Story

Thursday, October 15, 2009

Follow your Story’s Buzz

http://search.twitter.com

www.tweetbeep.com

www.twitscoop.com

Tweeting your Story

www.crowdeye.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

Tell your Story, be a Hero

http://flickr.com/photos/sandrino/248016804/

Thursday, October 15, 2009

Thanks for participating today!

Ed Schipul

CEO, Schipul - The Web Marketing Companywww.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