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] www.schipul.com // w ww.brandtobedet ermined.com http://flickr.com/photos/mossling/2772640278/ Design Patterns of Social Media Through Story The Hero’s Journey will be Twitter-ed The Hero’s Journey will be Twitter-ed
  • 2. http://www.youtube.com/watch?v=sMel13nY0PE How would this Story be different?
  • 3. Anthropology of Cell Phones http://pogue.blogs.nytimes.com/2007/03/28/the-anthropology-of-cellphones/
  • 4. Let’s talk about...
    • Storytelling elements
    • Developing Characters / Personas
    • Motivating your Characters
    Growing your Brand through online Story http://flickr.com/photos/trojanguy/2615818781/
  • 5. Classic Storytelling The Power of the Narrative
  • 6. Once upon a time... http://flickr.com/photos/e_phots/2646616379/
  • 7. ...we told each other our stories...
  • 8. Modern Storytelling Narrating through Technology
  • 9. http://www.flickr.com/photos/jfchenier/76721307/ 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 www.justin.tv/ijustine
  • 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 http://nikeplus.nike.com www.twiike.com
  • 16. Keep it simple - try a 6 word story 1. The Message Ernest Hemingway’s best work? ‘ For sale: Baby shoes, never worn’ http://www.flickr.com/groups/sixwordstory/
  • 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 http://flickr.com/photos/slipstreamblue/2617035636/
  • 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 http://blog.wholefoodsmarket.com
  • 20. Starbucks lets patrons discover and solve conflict www.mystarbucksidea.com
  • 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. http://www.youtube.com/watch?v=1EbCyibkNB0 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 www.intensedebate.com www.polldaddy.com www.polleverywhere.com www.chipin.com
  • 31. 4. Master the art of Listening and Responding Persona Development www.google.com/analytics www.feedburner.com www.icerocket.com
  • 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 http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
  • 37. 3 Motivations http://www.schipul.com/en/art/?562 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: http://www.flickr.com/photos/barackobamadotcom/2214065098/
  • 40. 3. Ideological
    • Time-triggered, not time bound
    • Keep an eye on ethics
    • Search engines powerful ideologue connectors
    Photo credit: http://www.cathedralgrove.se 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 http://flickr.com/photos/alimander/2832880196/
  • 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 www.brandtags.net www.lovemarks.com
  • 45. www.google.com/alerts Email updates for your company name and keywords www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you http://alerts.yahoo.com 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 www.arttheheartofhouston.com www.haablog.com
  • 47. For your plot: buy a Flip camera (seriously) 4. The Plot http://www.theflip.com /
  • 48. Your Character in 140 Characters www.twitter.com
  • 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 http://xidey.wordpress.com/2008/07/14/the-twelve-people-you-meet-on-twitter/
  • 50. Characters that matter on Twitter
    • MC Hammer: www.twitter.com/mchammer
    • Barack Obama: www.twitter.com/barackobama
    • John Culberson: www.twitter.com/johnculberson
    • NPR Politics: www.twitter.com/nprpolitics
    • Whole Foods: www.twitter.com/wholefoods
    • Comcast: www.twitter.com/comcast
    • Stephen Fry: www.twitter.com/stephenfry
    • Zappos CEO: www.twitter.com/zappos
    • M&M’s: www.twitter.com/msgreen
    • LA Fire Department: www.twitter.com/lafd
    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: www.tinyurl.com
    • Ask questions, answer questions - have a dialogue
    • Share brain candy
    • Say thank you
    Tweeting your Story
  • 52. Follow your Story’s Buzz www.tweetscan.com www.summize.com www.twitscoop.com 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 http://flickr.com/photos/sandrino/248016804/
  • 55. Thanks for being here!
    • Ed Schipul
    • Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Slideshare: www.slideshare.net/eschipul
    http://www.flickr.com/photos/deneyterrio/2095590563/