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Design Patterns in Social Media: The Hero's Journey will be Twitter-ed


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Sarasota Design Summit - how to utilize Twitter and other Social Media tools to tell your Story, discover and grow your Characters and further your Plot.

Sarasota Design Summit - how to utilize Twitter and other Social Media tools to tell your Story, discover and grow your Characters and further your Plot.

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  • 1. Ed Schipul [email_address] // w ww.brandtobedet Design Patterns of Social Media Through Story The Hero’s Journey will be Twitter-ed The Hero’s Journey will be Twitter-ed
  • 2. How would this Story be different?
  • 3. Anthropology of Cell Phones
  • 4. Let’s talk about...
    • Storytelling elements
    • Developing Characters / Personas
    • Motivating your Characters
    Growing your Brand through online Story
  • 5. Classic Storytelling The Power of the Narrative
  • 6. Once upon a time...
  • 7. ...we told each other our stories...
  • 8. Modern Storytelling Narrating through Technology
  • 9. Once upon this time...
  • 10. ...we still tell each other our stories...
  • 11. So my point is... 1. Message 4. Plot 2. Conflict 3. Characters 4 Elements of Storytelling
  • 12. Life is a story on the Internet -- ijustine lifestreams
  • 13.
    • Strategic premise
    • What is your real statement?
    • Stick to 1 or 2 messages
    • Different audiences mean different messages
    1. The Message What’s old is new: The 4 Elements of a Modern Story
  • 14. What are your Vision, Mission and Values?
    • Vision: Big picture
    • Mission: The nuts and bolts
    • Values: The behaviors that get you there
    1. The Message You can’t write about what you don’t know
  • 15. Promoting your message in all that you do
    • Message #1: Just Do It
      • Nike+ Run Faster Blog
    • Message #2: We innovate, we help
      • Nike R&D Storytelling videos
    1. The Message
  • 16. Keep it simple - try a 6 word story 1. The Message Ernest Hemingway’s best work? ‘ For sale: Baby shoes, never worn’
  • 17.
    • Not always negative
    • What problem forces you to act?
    • How do you restore harmony?
    • Internal or external conflict?
    2. The Conflict What’s old is new: The 4 Elements of a Modern Story
  • 18. Identifying your conflict
    • Inner Conflict - unsure of yourself or direction
    • Relational Conflict - protagonist vs. antagonist
    • Social Conflict - you vs. the system
    • Situational Conflict - how you grow and survive tough times
    • Cosmic Conflict - you vs. an invisible force
    2. The Conflict
  • 19. Whole Foods fights bio-engineering and trade practices
  • 20. Starbucks lets patrons discover and solve conflict
  • 21.
    • Who are the main players?
    • Multi-purpose Characters
    • Your readers are Characters too ** PERSONA Development **
    3. The Characters What’s old is new: The 4 Elements of a Modern Story
  • 22. Mac vs. PC 3. The Characters
  • 23. The Apple story’s Characters Benefactor Beneficiary Hero Adversary Goal Support 3. The Characters (out-of-the-box geeks) (in-the-box products) (everlasting love)
  • 24. Persona Development: Who the heck is my audience?
  • 25. 1. Identify 3-7 ‘actual’ people (invisible friends)
    • Name them and find a photo
    • Give them a backstory and bio
    • Talk about them in your meetings
    • Use them to guide your efforts
    Persona Development
  • 26. Your Brand’s Persona #1 Persona Development Ashley Age: 21 Education: College Senior Work: PT barista Income: $9/hour Family: Dating / No kids Hobbies: Blogger / Soccer Platform: PC laptop Magazines: Vanity Fair
  • 27. Your Brand’s Persona #2 Persona Development Marshall Age: 30 Education: BA Marketing Work: Print designer Income: $53,000/year Family: Engaged, no kids Hobbies: Flag football Platform: Macbook Pro Magazines: Wired
  • 28. Your Brand’s Persona #3 Persona Development Laura Age: 42 Education: MBA Work: Retail boutique owner Income: $75,000 Family: Married, 2 kids Hobbies: Yoga / Photography Platform: Macbook Magazines: Real Simple
  • 29. 2. How / when will you speak to these Personas? Persona Development
  • 30. 3. Weave your audience into your Story Persona Development
  • 31. 4. Master the art of Listening and Responding Persona Development
  • 32. Such a Character Oh, the people you’ll meet...
  • 33. What kind of hero are you? The Joker The Creator The Adventurer The Brave Hero The Wise Hero The Everyday Hero
  • 34. What kind of hero are you? The Magician The Innocent The Caregiver The Ruler The Rebel The Lover
  • 35. What’s your Motivation? The driving forces behind your Characters
  • 36. A rubber raft in the middle of the ocean
  • 37. 3 Motivations Material Social Ideological 1. Cash 2. Discounts 3. Volunteers get free admission 4. Linkbacks to your site 5. Promotion* 1. Networking 2. Socialization 3. Identity 4. Certification / validation 5. Professional / Development 6. Sex 7. Relationships 8. Organized Religion 9. Status 10. Esteem 11. Some politics 12. Achievement 13. Self-esteem* 14. Promotion 1. Belief in a cause 2. Long-term political goal 3. Religious / spiritual 4. Self-actualization 5. Art
  • 38. 1. Material Incentives
    • Pay this, get that. Done.
    • Time-value of $$
    • Transparency matters!
    • Keep it small and simple
  • 39. 2. Social Incentives
    • Incredibly complex
    • Bunch of introverts
    • All we need is love
    Photo credit:
  • 40. 3. Ideological
    • Time-triggered, not time bound
    • Keep an eye on ethics
    • Search engines powerful ideologue connectors
    Photo credit: Julia Butterfly
  • 41.
    • The difference between:
    • ‘ The King died and then the Queen died’
    • and
    • ‘ The King died by the sword and the Queen died of grief’
    4. The Plot What’s old is new: The 4 Elements of a Modern Story
  • 42. Plot your Plot 4. The Plot Establish Interact / Connect / Play Deal with it Almost there... Onward and upward
  • 43. Strong beginnings matter... 4. The Plot
    • All children, except one, grow up.
    • Peter Pan , J. M. Barrie
    • Call me Ishmael.
    • Moby Dick , Herman Melville
    • I am an invisible man.
    • Invisible Man , Ralph Ellison
    • It was the best of times, it was the worst of times.
    • Tale of Two Cities, Charles Dickens
  • 44. Perception is reality - so, what story is out there? 4. The Plot
  • 45. Email updates for your company name and keywords www, Powerful Social Media search engine watches for your terms and updates you Yahoo! alerts you of any occurrences of defined terms and names Due diligence on your Story 4. The Plot
  • 46. Advancing the Plot through Video 4. The Plot
  • 47. For your plot: buy a Flip camera (seriously) 4. The Plot /
  • 48. Your Character in 140 Characters
  • 49. 12 people you’ll meet on Twitter
    • GHOST: Starts Twittering, posts a handful of times, then disappears.
    • NERDCORE: Hopelessly geeky (and proud of it)
    • FLIRT: Writes a lot of tweets with the word “sexy” and “naked” (not necessarily in the same tweet).
    • WHORE: Shameless self-promoter of blog posts.  Has 10,000 followers.
    • WHORE IN TRAINING: Just like a WHORE, but is wanting 10,000 followers.
    • MR. GUILTY: Endless naughty-boy revelations about alcohol, gambling, or behaving badly.
    • ST. CRISPIN: Carpe Diem! I can’t believe I’m lucky enough to be alive on THIS VERY DAY!
    • HIPSTER: Goes to all the cool social networking events.  Lets you know about it.
    • POLITICAL HARRIDAN: Sends 140-character rants about this or that politician or policy proposal.
    • INQUISITOR: 90% of their tweets are questions to their “audience”.
    • DILBERT: My office is dysfunctional and I sort of like it because I can tweet about it.
    • ZZZ: Sends tweets like “I’m on my 2nd cup of coffee” or “heading home”.
    Tweeting your Story
  • 50. Characters that matter on Twitter
    • MC Hammer:
    • Barack Obama:
    • John Culberson:
    • NPR Politics:
    • Whole Foods:
    • Comcast:
    • Stephen Fry:
    • Zappos CEO:
    • M&M’s:
    • LA Fire Department:
    Tweeting your Story
  • 51. Twitter Storytelling tips and tricks
    • Tell other people’s stories too (not all about you, dude)
    • Link like it’s going out of style:
    • Ask questions, answer questions - have a dialogue
    • Share brain candy
    • Say thank you
    Tweeting your Story
  • 52. Follow your Story’s Buzz Tweeting your Story
  • 53. Do more with less with Twitter Tweeting your Story
  • 54. Let’s review...
    • Tell your Story with modern tools
    • Know yourself, know your audience
    • Keep the Story eternal with Twitter
    Tell your Story, be a Hero
  • 55. Thanks for being here!
    • Ed Schipul
    • Blog: Flickr: Twitter: Slideshare: