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Business Storytelling & Social Media Workshops March 2011
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Business Storytelling & Social Media Workshops March 2011 Presentation Transcript

  • 1. BUSINESS STORYTELLING & SOCIAL MEDIA FOR BUSINESS OWNERS March 10th 2011
  • 2. STO LAVORANDO I’M WORKING
  • 3. WHYWHAT HOWWHEREWHEN
  • 4. WHY?
  • 5. $315,000,000AND IT STARTED AS A BLOG!
  • 6. WHAT’S INA STORY?
  • 7. A HERO A CHALLENGE A JOURNEY A DISCOVERYA SUCCESSFUL RETURN
  • 8. WHAT IS YOUR CHALLENGE? WHAT JOURNEY WILL YOU MAKE?WHAT WILL BE YOUR DISCOVERY?WHAT SUCCESS WILL YOU RETURN?
  • 9. WHAT?
  • 10. FASCINATING CONTENT
  • 11. “THE ABILITY TO FASCINATEIS MORE IMPERATIVE THAN EVER IN A WORLD OVERSATURATED WITH MEDIA MESSAGES ANDWHRE INTERNET BROWSINGHAS SHORTENED ATTENTION SPANS” SALLY HOGSHEAD
  • 12. LUST
  • 13. LUST BRINGS PEOPLE CLOSER
  • 14. LUST ADDS WARMTH AND HUMANITY
  • 15. LUST MAKES YOU SAY
  • 16. LUST MAKES YOU SAY
  • 17. HOW?STOP THINKING, START FEELINGTEASE AND FLIRT, BUILDATTRACTION BUT DON’T GIVE IT ALL AWAY
  • 18. MYSTIQUE
  • 19. MYSTIQUE MAKES US INTENTLY CURIOUS TO KNOW MORE
  • 20. MYSTIQUE PROVOKES QUESTIONSWITHOUT GIVING ANSWERS AWAY
  • 21. WE WANT TO SOLVE THE PROBLEM
  • 22. WE WANT TO SOLVE THE PROBLEM
  • 23. HOW? SPARK CURIOSITY – ASKQUESTIONS WITHOUT GIVING ANSWERSBUILD MYTHOLOGY – USE STORIES NOT FACTS
  • 24. ALARM
  • 25. ALARM FASCINATES WITH THETHREAT OF NEGATIVE CONSEQUENCES
  • 26. ALARM MOTIVATES US TO DO MORE - FASTER
  • 27. YOU NEVER KNOW WHAT WILL HAPPEN NEXT
  • 28. YOU NEVER KNOW WHAT WILL HAPPEN NEXT
  • 29. YOU NEVER KNOW WHAT WILL HAPPEN NEXT
  • 30. HOW?DEFINE CONSEQUENCES CREATE DEADLINES USE DISTRESS FOR POSITIVE ACTION
  • 31. PRESTIGE
  • 32. PRESTIGE COMES WITH ANY SIGNIFICANT SYMBOL OF ACHIEVEMENT
  • 33. EVERY GROUP USES SYMBOLS TO DISPLAY ITS VALUES
  • 34. EVERY GROUP USES SYMBOLS TO DISPLAY ITS VALUES
  • 35. EVERY GROUP USES SYMBOLS TO DISPLAY ITS VALUES
  • 36. HOW?SET A NEW STANDARD -ELEVATE YOUR MESSAGE ABOVE THE DOGFIGHT LIMIT AVAILABILITY – SCARCITY INCREASES VALUE
  • 37. POWER
  • 38. POWER DEMANDS PEOPLE PAYATTENTION BY EXERTING SOME FORM OF INFLUENCE
  • 39. HOW? CONTROL THE ENVIRONMENT –DEFINE A NEW SET OF RULES ON YOUR TERMS TAKE THE ALPHA STANCESEEK RESPECT ABOVE AFFECTION
  • 40. TRUST
  • 41. TRUST CAPTIVATES US THROUGH FAMILIARITY
  • 42. TRUST REMOVES CONFUSION BYHELPING US PREDICT EXACTLY WHAT TO EXPECT
  • 43. WHAT DO WE TRUST?
  • 44. WHAT DO WE TRUST?
  • 45. WHAT DO WE TRUST?
  • 46. HOW? BECOME FAMILIAR –WE TRUST WHAT WE KNOW (EVEN IF IT’S WRONG!)BE AUTHENTIC – TELL YOUR STORY WITH PASSION
  • 47. VICE
  • 48. VICE TEMPTS WITH FORBIDDEN FRUIT
  • 49. VICE INCLUDES EVERYTHING WEWANT TO DO BUT SHOULDN’T DO, BUT JUST MIGHT DO ANYWAY
  • 50. VICE CAN TWEAK TRADITIONS,CHANGE LONG STANDING ROUTINES AND CHALLENGE ESTABLISHED LEADERS
  • 51. HOW? LURE THE AUDIENCE FROM COMPETITORS WITH A NEW ALTERNATIVE INJECT IRREVERENCE INTOSTRAIGHTFORWARD MESSAGES
  • 52. LUSTMYSTIQUE ALARMPRESTIGE POWER TRUST VICE
  • 53. EXERCISEDO YOU HAVE AN OBVIOUS TRIGGER?
  • 54. SUGGESTIONS ECOSSE UNIQUE –POWER?/TRUST?BEAUTY SECRETS – LUST?/PRESTIGE? HEALING SPIRIT – MYSTIQUE? KEZIE FOODS– VICE?/ALARM? ALBA TREES - TRUST?
  • 55. RELEVANTCONTENT
  • 56. REMEMBER THE 12 SECONDS?
  • 57. IT’S NOT E-MAIL IT’S ME-MAIL
  • 58. EXERCISEWHO IS YOUR CLIENT?
  • 59. EMPATHY
  • 60. EMPATHYEXERCISE
  • 61. BREAK AND THEN TO HOW?
  • 62. Communicatingthrough Stories Alison Smith Allanpark Consultants www.allanpark.com © Allanpark Consultants Ltd 2010
  • 63. The power of storytelling• “a large truth in a tight space” B. Kingsolver• holistic rather than reductionist• expression & meaning rather than explanation & analysis © Allanpark Consultants Ltd 2010
  • 64. How storytelling works• offers “first-hand” learning & insight through imagination• it’s a co-operative enterprise; full engagement• it captures & regenerates evolving concepts• it stimulates and inspires thereby acting as a springboard for action © Allanpark Consultants Ltd 2010
  • 65. When to use storytelling• with complex but non-technical issues• to help someone understand something intangible• to create a positive attitude• to inspire someone to take action © Allanpark Consultants Ltd 2010
  • 66. A story for conflict“I want to tell you about my dog, Larry. Larry is a greyhound.I adopted him from the racetrack. You know…..they kill dogsthat don’t win, if no one adopts them. Larry didn’t know howto be a pet when he came to live with me. Had never seen abone before and chased it all over the back yard until he madethe intellectual leap that if he’d hold it down with his paws itwould stay still. He has never learned – and shows no sign oflearning – that when he is on the leash and he walks on oneside of a pole and I walk on the other side – we arent goinganywhere. Larry just looks up at me with his puzzled dog face.You know….I could tell him all day to back up, but he’s notgoing to back up until I back up. Once I back up, he follows.Only then can we disentangle ourselves and move on”Annette Simmons © Allanpark Consultants Ltd 2010
  • 67. A story for “doing the little things”Roger Dow of Marriott asked his IT staff to come up withsomething that that would give them a customer recognitioncapacity. Not the whole corporate memory system of the Ritz-Calton, but just enough to enable a clerk at the front desk tosay “welcome back” to a returning guest. The IT team cameback a few weeks later to say they could do it for $1.3m and itwould take 18 months. Roger went ballistic. Shortly after hevisited a small mid-western Marriott and as he approached thefront desk, the clerk smiled warmly and said “welcome backsir”. Dow dropped his bag in astonishment. “How on earth didyou know I’d stayed here before?” The check-in clerk, feelingshe had done something wrong, explained that as the bellboypicks up the luggage from the car he asks the guest if this istheir first visit. And then when he puts the bags down next tomy desk here, he winks at me. That’s the signal that you’re areturning guest. So I say “ welcome back sir” © Allanpark Consultants Ltd 2010
  • 68. Step 1: capture stories• Invite people to share their stories; be curious• Listen out for real stories that you can use• Amend them for your own purposes• Consider the need for anonymity © Allanpark Consultants Ltd 2010
  • 69. Step 2: Developing a story• Keep it short and simple• Tell it from the viewpoint of a specific person – a person with a problem• The problem should be one that your audience is familiar with• This is a problem you can solve - it has a happy ending• It contains something unexpected and attention-grabbing © Allanpark Consultants Ltd 2010
  • 70. Further references• Dave Snowden www.cognitive-edge.com• Steve Denning www.stevedenning.com• Doug Lipman www.storydynamics.com• Peter Guber www.peterguber.com © Allanpark Consultants Ltd 2010
  • 71. WHERE?
  • 72. FACEBOOK
  • 73. FINDYOURVOICE
  • 74. BLOGS ALLOW CHRONOLOGICALORGANISATION OF THOUGHTS, STATUS AND IDEAS. THIS MEANS MORE PERMANENCE THAN E-MAIL
  • 75. FACEBOOK
  • 76. PODCASTS (VIDEO AND AUDIO) ENCOURAGE DIFFERENT TYPES OFLEARNING AND IN PORTABLE FORMATS
  • 77. YOUTUBE
  • 78. FLICKR
  • 79. THE GROUND RULES
  • 80. BE PATIENT…
  • 81. YOU MUST BEWILLING TODEDICATETIME ANDENERGY TOACHIEVEYOUR GOALS
  • 82. 10,000HOURS
  • 83. #1 – MAKE YOUR OWN GAME
  • 84. WHY?PEOPLE THATMAKE THEIROWN GAME WIN
  • 85. #2 –BE ONE OF US
  • 86. WHY? PEOPLE WILLASK QUESTIONS: WHO IS THIS GUY, CAN WE TRUST HIM?
  • 87. BECOME A TRUST AGENT
  • 88. #3 – AGENT ZERO
  • 89. BELIKETHISMAN
  • 90. WHEN?
  • 91. NOW!
  • 92. •394 million users watch video clips on-line•346 million users read blogs•321 million users read personal blogs•215 million users download audio podcasts•184 million users start their on blogs•Not to mention Facebook, Twitter etc How many people in your network?
  • 93. THE WEB HASGIVEN USERSA VOICE
  • 94. WHOSE TALKINGABOUT YOU?
  • 95. Email: bill@simplifywithus.comBlog: simplifywithus.typepad.com/bills_blogTwitter: simplifywithus