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Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
Design Patterns in Social Media:  The Hero's Journey will be Twitter-ed
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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] 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... <ul><li>Storytelling elements </li></ul><ul><li>Developing Characters / Personas </li></ul><ul><li>Motivating your Characters </li></ul>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. <ul><li>Strategic premise </li></ul><ul><li>What is your real statement? </li></ul><ul><li>Stick to 1 or 2 messages </li></ul><ul><li>Different audiences mean different messages </li></ul>1. The Message What’s old is new: The 4 Elements of a Modern Story
  • 14. What are your Vision, Mission and Values? <ul><li>Vision: Big picture </li></ul><ul><li>Mission: The nuts and bolts </li></ul><ul><li>Values: The behaviors that get you there </li></ul>1. The Message You can’t write about what you don’t know
  • 15. Promoting your message in all that you do <ul><li>Message #1: Just Do It </li></ul><ul><ul><li>Nike+ Run Faster Blog </li></ul></ul><ul><li>Message #2: We innovate, we help </li></ul><ul><ul><li>Nike R&D Storytelling videos </li></ul></ul>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. <ul><li>Not always negative </li></ul><ul><li>What problem forces you to act? </li></ul><ul><li>How do you restore harmony? </li></ul><ul><li>Internal or external conflict? </li></ul>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 <ul><li>Inner Conflict - unsure of yourself or direction </li></ul><ul><li>Relational Conflict - protagonist vs. antagonist </li></ul><ul><li>Social Conflict - you vs. the system </li></ul><ul><li>Situational Conflict - how you grow and survive tough times </li></ul><ul><li>Cosmic Conflict - you vs. an invisible force </li></ul>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. <ul><li>Who are the main players? </li></ul><ul><li>Multi-purpose Characters </li></ul><ul><li>Your readers are Characters too ** PERSONA Development ** </li></ul>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) <ul><li>Name them and find a photo </li></ul><ul><li>Give them a backstory and bio </li></ul><ul><li>Talk about them in your meetings </li></ul><ul><li>Use them to guide your efforts </li></ul>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 <ul><li>Pay this, get that. Done. </li></ul><ul><li>Time-value of $$ </li></ul><ul><li>Transparency matters! </li></ul><ul><li>Keep it small and simple </li></ul>
  • 39. 2. Social Incentives <ul><li>Incredibly complex </li></ul><ul><li>Bunch of introverts </li></ul><ul><li>All we need is love </li></ul>Photo credit: http://www.flickr.com/photos/barackobamadotcom/2214065098/
  • 40. 3. Ideological <ul><li>Time-triggered, not time bound </li></ul><ul><li>Keep an eye on ethics </li></ul><ul><li>Search engines powerful ideologue connectors </li></ul>Photo credit: http://www.cathedralgrove.se Julia Butterfly
  • 41. <ul><li>The difference between: </li></ul><ul><li>‘ The King died and then the Queen died’ </li></ul><ul><li>and </li></ul><ul><li>‘ The King died by the sword and the Queen died of grief’ </li></ul>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 <ul><li>All children, except one, grow up. </li></ul><ul><li>Peter Pan , J. M. Barrie </li></ul><ul><li>Call me Ishmael. </li></ul><ul><li>Moby Dick , Herman Melville </li></ul><ul><li>I am an invisible man. </li></ul><ul><li>Invisible Man , Ralph Ellison </li></ul><ul><li>It was the best of times, it was the worst of times. </li></ul><ul><li>Tale of Two Cities, Charles Dickens </li></ul>
  • 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 <ul><li>GHOST: Starts Twittering, posts a handful of times, then disappears. </li></ul><ul><li>NERDCORE: Hopelessly geeky (and proud of it) </li></ul><ul><li>FLIRT: Writes a lot of tweets with the word “sexy” and “naked” (not necessarily in the same tweet). </li></ul><ul><li>WHORE: Shameless self-promoter of blog posts.  Has 10,000 followers. </li></ul><ul><li>WHORE IN TRAINING: Just like a WHORE, but is wanting 10,000 followers. </li></ul><ul><li>MR. GUILTY: Endless naughty-boy revelations about alcohol, gambling, or behaving badly. </li></ul><ul><li>ST. CRISPIN: Carpe Diem! I can’t believe I’m lucky enough to be alive on THIS VERY DAY! </li></ul><ul><li>HIPSTER: Goes to all the cool social networking events.  Lets you know about it. </li></ul><ul><li>POLITICAL HARRIDAN: Sends 140-character rants about this or that politician or policy proposal. </li></ul><ul><li>INQUISITOR: 90% of their tweets are questions to their “audience”. </li></ul><ul><li>DILBERT: My office is dysfunctional and I sort of like it because I can tweet about it. </li></ul><ul><li>ZZZ: Sends tweets like “I’m on my 2nd cup of coffee” or “heading home”. </li></ul>Tweeting your Story http://xidey.wordpress.com/2008/07/14/the-twelve-people-you-meet-on-twitter/
  • 50. Characters that matter on Twitter <ul><li>MC Hammer: www.twitter.com/mchammer </li></ul><ul><li>Barack Obama: www.twitter.com/barackobama </li></ul><ul><li>John Culberson: www.twitter.com/johnculberson </li></ul><ul><li>NPR Politics: www.twitter.com/nprpolitics </li></ul><ul><li>Whole Foods: www.twitter.com/wholefoods </li></ul><ul><li>Comcast: www.twitter.com/comcast </li></ul><ul><li>Stephen Fry: www.twitter.com/stephenfry </li></ul><ul><li>Zappos CEO: www.twitter.com/zappos </li></ul><ul><li>M&M’s: www.twitter.com/msgreen </li></ul><ul><li>LA Fire Department: www.twitter.com/lafd </li></ul>Tweeting your Story
  • 51. Twitter Storytelling tips and tricks <ul><li>Tell other people’s stories too (not all about you, dude) </li></ul><ul><li>Link like it’s going out of style: www.tinyurl.com </li></ul><ul><li>Ask questions, answer questions - have a dialogue </li></ul><ul><li>Share brain candy </li></ul><ul><li>Say thank you </li></ul>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... <ul><li>Tell your Story with modern tools </li></ul><ul><li>Know yourself, know your audience </li></ul><ul><li>Keep the Story eternal with Twitter </li></ul>Tell your Story, be a Hero http://flickr.com/photos/sandrino/248016804/
  • 55. Thanks for being here! <ul><li>Ed Schipul </li></ul><ul><li>Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Slideshare: www.slideshare.net/eschipul </li></ul>http://www.flickr.com/photos/deneyterrio/2095590563/

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