How to tell an engaging story   mid-winter institute 2013
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How to tell an engaging story mid-winter institute 2013






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How to tell an engaging story   mid-winter institute 2013 How to tell an engaging story mid-winter institute 2013 Presentation Transcript

  • How to tell an engaging story United Way Mid-Winter Institute 2013 Madison, Wis.#uwmidwinter
  • Welcome! • Who is this guy (@ctrappe) ? Where I came from … where I’m heading
  • Rules, rules, rules! • Got a question? Ask it. That increases your chances of it being answered. • Share your thoughts, experiences, opinions, etc. • This session is on the record…  you can find the slides here: ting/midwinter2013/#uwmidwinter View slide
  • Today! Telling stories Takeaways: • How to identify stories • Identifying the best way(s) to tell them • How to execute efficiently • Identifying channels, measuring results • Tips on making time to respond and talking with people on all those channels.#uwmidwinter View slide
  • Stories • Who can tell me something that has happened that’s: – Interesting – Worth sharing – Possible: That you shared at breakfast this morning, dinner last night, mentioned on the phone, calling home?#uwmidwinter
  • Stories• What made it worth sharing?• How do you know? #uwmidwinter
  • Source:
  • I have a story … • Traffic tickets story from Gazette…#uwmidwinter
  • Stories • Could you picture somebody driving past a church …. • And praying? • What else?#uwmidwinter
  • Stories OK…. Are you sold, yet?#uwmidwinter
  • OK… but telling a story isn’t enough! Take a guess: What’s the average attention span nowadays?#uwmidwinter
  • Attention spans Avg: 8 seconds Down 4 seconds from 2000 Attention span of a goldfish: 9 seconds Source:
  • Attention spans OK… that’s funny, but what does it mean to us: We need to get to the point!#uwmidwinter
  • Attention spans Simplify Then simplify some more#uwmidwinter
  • How to spot/develop a story? • Pay attention (gym example, outside, etc.) • Write down ideas … • Bring them up to co-workers (at home maybe?) Is this interesting? What do you think of this? • Does it fit into our mission? – Why would we share it? How does it fit into our business goals?#uwmidwinter
  • How to spot a story – Hold That Thought! • Your stories need to fit into your business goals! • What would sharing a story accomplish? – Engaging – Entertaining – Eye opening – Educational! What are your business goals?#uwmidwinter
  • Examples of business goals • Be the community connector • Raise funds to improve the community • Connect people to resources Can you verbalize how this story fits into those (or your) goals?#uwmidwinter
  • Once we have story, let’s share it…#uwmidwinter
  • Identifying the best way(s) to tell them True/False? Every story fits on every channel!#uwmidwinter
  • Stories Who has a story that was shared in a print brochure, for example? Can you share details? ….#uwmidwinter
  • #uwmidwinter
  • Execute efficiently • Keep your eyes open • Write down ideas! • Make the time. Find the value! • An easy way: Record things on video/audio – “I’m out. I don’t have the equipment.” Anyone say that? Let’s look at the equipment you have. • Summaries and pictures • Share stories on channels. Don’t have a “scoop attitude.”#uwmidwinter
  • Stories – What to do • Share authentic stories (Doesn’t mean to share everything!) • Involve real people – Clip art/models >>>> Authentic/Real people – Explain why this is important. One (off-camera) comment from a client shown in video: “I hope this will help donations.” • Explain it simply. – 21st century skills >>> Skills you need in tomorrow’s jobs, for example • Be specific!#uwmidwinter
  • Stories – What not to do • Use big words • Use acronyms • Make up names • Look for reasons why not to share it. – Ask people (interviewees) nicely. Give them the option. Don’t assume people don’t want to participate. • Share confidential things!#uwmidwinter
  • StoriesIf it doesn’t feel right to publish, probably shouldn’t be published … but figure out what’s amiss, fix and then publish!
  • Your brand voice • How do you want to come across? • Example for United Way in Cedar Rapids…#uwmidwinter
  • Brand voice Serious, but fun. But not silly! Definitely not markety!#uwmidwinter
  • What’s markety? • Avoid words like this: – This FANTASTIC event. – Everyone has/will have fun. – Biggest event ever. – The best – The fastest – The slickest From:
  • Measuring success How are we going to do this?#uwmidwinter
  • Measuring results#uwmidwinter
  • Time management • Do you check emails? Voicemails? • Same for social/website/etc. Check if anyone has said something and respond …. • Could set time periods for this. Set expectations … especially social.#uwmidwinter
  • Time management#uwmidwinter
  • But everyone knows marketing. Wait, what?#uwmidwinter
  • #uwmidwinter
  • OK. I’m tired. Time for a break… On your own… (make a plan!) • Pick a story (one you’ve featured or know of) • Does it fit into business goals? • Tell the story in 15-20 words! • Outline how you would share on the different channels!#uwmidwinter
  • #uwmidwinter
  • Group discussions • Please share with your neighbors! – What’s your story? – What was hard? – What was easy? – What will hurdles be?#uwmidwinter
  • Class discussion What did you learn?#uwmidwinter
  • Telling stories/being public • Can you do it? • UWECI change …. • ting/midwinter2013/#blooper#uwmidwinter
  • Did we go over time? Questions?#uwmidwinter
  • We didn’t go over time? Please fill out the evaluations before you go! Stay in touch: 319-804-9853