The Impact of a Story

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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 -
  • The Impact of a Story

    1. 1. The Impact of a StoryMelissa AttreeCerebra@MelAttree
    2. 2. It takes a thousand voices to tell a single story - Native American saying
    3. 3. ‘Always on’ generation
    4. 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. 5. Repurpose
    6. 6. Crowd control
    7. 7. Dynamic story telling
    8. 8. The art of curation and story telling
    9. 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. 10. @MelAttree

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