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The Impact of a Story
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The Impact of a Story


A talk I gave at WTF Conference 2012 - about how content and stories are shared (and how we need to anticipate behaviour.)

A talk I gave at WTF Conference 2012 - about how content and stories are shared (and how we need to anticipate behaviour.)

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  • Less about what is social media and more about what we create and shareAttention economy Curation skills are the future
  • People need help constructing meaning
  • Consumer generated stories outnumber coca-cola generated stories on most of their platforms.
  • Audience is HUMAN – diff choices, diff needs. People want to absorb content on the platform of their choice – a story = pics = video = audio = slideshow == onto diff networks and spread by different.HOW DOES CONTENT TRAVEL?
  • Give them the tools (make it easy for them to repurpose) and trust that they’ll make the right decisions, anticipate their behaviour
  • You need to produce sharable ideas/stories/concepts that earn a disproportionate share of popular culture (Own a Topic).Constant iterations of your content, not replication of your production content.The open-ended story
  • People are overloaded with information, they don’t know what to find where -


  • 1. The Impact of a StoryMelissa AttreeCerebra@MelAttree
  • 2. It takes a thousand voices to tell a single story - Native American saying
  • 3. ‘Always on’ generation
  • 4. What is it?Why is it relevant? (spin?)Who would like this? (who in theirnetwork will like?)HOW will they share it? (platforms /medium)Anticipate the questions
  • 5. Repurpose
  • 6. Crowd control
  • 7. Dynamic story telling
  • 8. The art of curation and story telling
  • 9. Encourage repurposingFeed the fire (longevity)Make it easy to shareOpen-ended, YOU finish/continue thestoryAnticipate the questionsAdapt and change accordingly (pop up)Think in story and evolving conversationOwn a topic
  • 10. @MelAttree