edgar & the story behind the story

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edgar & the story behind the story as told by Damjan Obal

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This is the keynote I gave at the international conference on HCI in Maribor, Slovenia in June 2013. It was about the power of stories and about how to use them to establish better connection with your users/clients. The second part was about our project Edgar, that is empowering craftsmen and SMEs by giving them a tool to create visually compelling stories.

TRANSCRIPT

Page 1: Edgar & the story behind the story

edgar& the story behind the story

as told by Damjan Obal

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Hello, I’m Damjan

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I will tell you the story about:

1. What makes a story

2. Hero’s journey

3. The power of stories

4. Stories for business & you

5. Edgar, the storyteller

6. Take away

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Stories are not for children-only!No, really.

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Storytelling 101

Five elements of a story: setting, plot, characters, conflict and theme

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Photo by: http://www.flickr.com/photos/madelynnholmes/

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Setting: Cottage in the woods...

Plot: Hansel & Gretel have outwit the evil witch

Characters: Hansel, Gretel, the Witch

Conflict: Good vs. Evil

Theme: Famine, outwitting the enemy

Photo by: http://www.flickr.com/photos/madelynnholmes/

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What really matters:

storyteller, content and audience

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Content. Is king.

Photo by: http://ingridsnotes.wordpress.com

moral

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The audience

Photo by: http://www.flickr.com/photos/seandreilinger/

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Storyteller: my mom

Content: the scary story about the evil witch.

If you don’t behave the witch will eat you alive!

So, don’t be greedy, Damjan!

Audience: mini-me

Photo by: http://www.flickr.com/photos/madelynnholmes/

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Photo by: http://www.manmoth.co.uk

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http://images5.fanpop.com

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http://images5.fanpop.com

Frodo is a nobody...

Frodo gets a quest

He meets a mentor (Gandalf) + secret stash

He gets companions

He faces powerful enemies

He gets stronger

He finishes the quest - saves the Middle Earth

... Frodo is a hero

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The power of stories

Stories boost imagination & creativity

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Stories for businesses & you

“We’ve gone from being exposed to about 500 brand messages a day back in the 1970s to as many as 5000 a day today.”

#Yankelovich Consumer Research

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Stories differentiate you from others & create added value &

build engagement with your users

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People have a basic need for storytelling. Good brands & products address it.

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www.edgartells.me / @edgartells

storytelling tool empowering craftsmen

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the problem

Drago the small craftsman

VS.

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the solution

“About.me meets Tumblr for craftsmen“ #AngelHack jury

Edgar helps SMEs and craftsmen that are not as internet-oriented, to create visual storylines of their products and engage with customers.

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why now?

“Craftsman on the rise“ #Wired #Guardian

“Microbrewers and Craft Beer Makers Raising Millions and Millions of Dollars“#247WallSt.com

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why now?

800.000 craftsman, artists, makers

42 million unique visitors/month

15 million products

Curated catalog Sales up by nearly 300%

in 2013

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Won the AngelHack Berlin, accepted in the Accelerator in SF, invited to the TechCrunch Disrupt and… saved a couple of cheerleaders

(the last one is a lie).

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Now, forget about edgar and remember:

Tell the story

Offer an adventure to your users

Offer rewards for succeeding + failing

Tell the users the story about your values

Your product as a story character (the more tech you are, the greater the need!)

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www.edgartells.me / @edgartells

[email protected] / @damjanobal