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

http://www.youtube.com/watch?v=sMel13nY0PE How would this Story be different?

Anthropology of Cell Phones http://pogue.blogs.nytimes.com/2007/03/28/the-anthropology-of-cellphones/

Let’s talk about... Storytelling elements Developing Characters / Personas Motivating your Characters Growing your Brand through online Story http://flickr.com/photos/trojanguy/2615818781/

Storytelling elements

Developing Characters / Personas

Motivating your Characters

Classic Storytelling The Power of the Narrative

Once upon a time... http://flickr.com/photos/e_phots/2646616379/

...we told each other our stories...

Modern Storytelling Narrating through Technology

http://www.flickr.com/photos/jfchenier/76721307/ Once upon this time...

...we still tell each other our stories...

So my point is... 1. Message 4. Plot 2. Conflict 3. Characters 4 Elements of Storytelling

Life is a story on the Internet -- ijustine lifestreams www.justin.tv/ijustine

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

Strategic premise

What is your real statement?

Stick to 1 or 2 messages

Different audiences mean different messages

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

Vision: Big picture

Mission: The nuts and bolts

Values: The behaviors that get you there

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

Message #1: Just Do It

Nike+ Run Faster Blog

Message #2: We innovate, we help

Nike R&D Storytelling videos

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/

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/

Not always negative

What problem forces you to act?

How do you restore harmony?

Internal or external conflict?

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

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

Whole Foods fights bio-engineering and trade practices http://blog.wholefoodsmarket.com

Starbucks lets patrons discover and solve conflict www.mystarbucksidea.com

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

Who are the main players?

Multi-purpose Characters

Your readers are Characters too ** PERSONA Development **

http://www.youtube.com/watch?v=1EbCyibkNB0 Mac vs. PC 3. The Characters

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)

Persona Development: Who the heck is my audience?

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

Name them and find a photo

Give them a backstory and bio

Talk about them in your meetings

Use them to guide your efforts

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

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

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

2. How / when will you speak to these Personas? Persona Development

3. Weave your audience into your Story Persona Development www.intensedebate.com www.polldaddy.com www.polleverywhere.com www.chipin.com

4. Master the art of Listening and Responding Persona Development www.google.com/analytics www.feedburner.com www.icerocket.com

Such a Character Oh, the people you’ll meet...

What kind of hero are you? The Joker The Creator The Adventurer The Brave Hero The Wise Hero The Everyday Hero

What kind of hero are you? The Magician The Innocent The Caregiver The Ruler The Rebel The Lover

What’s your Motivation? The driving forces behind your Characters

A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/

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

1. Material Incentives Pay this, get that. Done. Time-value of $$ Transparency matters! Keep it small and simple

Pay this, get that. Done.

Time-value of $$

Transparency matters!

Keep it small and simple

2. Social Incentives Incredibly complex Bunch of introverts All we need is love Photo credit: http://www.flickr.com/photos/barackobamadotcom/2214065098/

Incredibly complex

Bunch of introverts

All we need is love

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

Time-triggered, not time bound

Keep an eye on ethics

Search engines powerful ideologue connectors

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/

The difference between:

‘ The King died and then the Queen died’

and

‘ The King died by the sword and the Queen died of grief’

Plot your Plot 4. The Plot Establish Interact / Connect / Play Deal with it Almost there... Onward and upward

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

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

Perception is reality - so, what story is out there? 4. The Plot www.brandtags.net www.lovemarks.com

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

Advancing the Plot through Video 4. The Plot www.arttheheartofhouston.com www.haablog.com

For your plot: buy a Flip camera (seriously) 4. The Plot http://www.theflip.com /

Your Character in 140 Characters www.twitter.com

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/

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”.

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

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

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

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

Follow your Story’s Buzz www.tweetscan.com www.summize.com www.twitscoop.com Tweeting your Story

Do more with less with Twitter Tweeting your Story

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/

Tell your Story with modern tools

Know yourself, know your audience

Keep the Story eternal with Twitter

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/

Ed Schipul

Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Slideshare: www.slideshare.net/eschipul