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Ed Schipul [email_address]   www.schipul.com  //  w ww.brandtobedet ermined.com  http://flickr.com/photos/mossling/2772640...
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... <ul><li>Storytelling elements </li></ul><ul><li>Developing Characters / Personas </li></ul><ul><li>Mot...
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
<ul><li>Strategic premise </li></ul><ul><li>What is your real statement? </li></ul><ul><li>Stick to 1 or 2 messages </li><...
What are your Vision, Mission and Values? <ul><li>Vision:  Big picture </li></ul><ul><li>Mission:  The nuts and bolts </li...
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...
Keep it simple - try a 6 word story 1.  The Message Ernest Hemingway’s best work? ‘ For sale:  Baby shoes, never worn’ htt...
<ul><li>Not always negative </li></ul><ul><li>What problem forces you to act? </li></ul><ul><li>How do you restore harmony...
Identifying your conflict <ul><li>Inner  Conflict - unsure of yourself or direction </li></ul><ul><li>Relational  Conflict...
Whole Foods fights bio-engineering and trade practices http://blog.wholefoodsmarket.com
Starbucks lets patrons discover and solve conflict www.mystarbucksidea.com
<ul><li>Who are the main players? </li></ul><ul><li>Multi-purpose Characters </li></ul><ul><li>Your readers are Characters...
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) ...
Persona Development: Who the heck is my audience?
1.  Identify 3-7 ‘actual’ people (invisible friends) <ul><li>Name them and find a photo </li></ul><ul><li>Give them a back...
Your Brand’s Persona #1 Persona Development Ashley Age:  21 Education:   College Senior Work:   PT barista Income:   $9/ho...
Your Brand’s Persona #2 Persona Development Marshall Age:  30 Education:   BA Marketing Work:   Print designer Income:   $...
Your Brand’s Persona #3 Persona Development Laura Age:  42 Education:   MBA Work:   Retail boutique owner Income:   $75,00...
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...
4.  Master the art of Listening and Responding Persona Development www.google.com/analytics   www.feedburner.com   www.ice...
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 fre...
1.  Material Incentives <ul><li>Pay this, get that.  Done. </li></ul><ul><li>Time-value of $$ </li></ul><ul><li>Transparen...
2.  Social Incentives <ul><li>Incredibly complex </li></ul><ul><li>Bunch of introverts </li></ul><ul><li>All we need is lo...
3.  Ideological <ul><li>Time-triggered, not time bound </li></ul><ul><li>Keep an eye on ethics </li></ul><ul><li>Search en...
<ul><li>The difference between: </li></ul><ul><li>‘ The King died and then the Queen died’ </li></ul><ul><li>and </li></ul...
Plot your Plot 4.  The Plot Establish Interact / Connect / Play Deal with it Almost there... Onward and upward
Strong beginnings matter... 4.  The Plot <ul><li>All children, except one, grow up. </li></ul><ul><li>Peter Pan , J. M. Ba...
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 M...
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 <ul><li>GHOST:  Starts Twittering, posts a handful of times, then disappears. </li></ul><...
Characters that matter on Twitter <ul><li>MC Hammer:  www.twitter.com/mchammer   </li></ul><ul><li>Barack Obama:  www.twit...
Twitter Storytelling tips and tricks <ul><li>Tell other people’s stories too (not all about you, dude) </li></ul><ul><li>L...
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... <ul><li>Tell your Story with modern tools </li></ul><ul><li>Know yourself, know your audience </li></ul><u...
Thanks for being here! <ul><li>Ed Schipul </li></ul><ul><li>Blog:  www.brandtobedetermined.com     Flickr:  www.flickr.com...
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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.

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  1. 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. 2. http://www.youtube.com/watch?v=sMel13nY0PE How would this Story be different?
  3. 3. Anthropology of Cell Phones http://pogue.blogs.nytimes.com/2007/03/28/the-anthropology-of-cellphones/
  4. 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. 5. Classic Storytelling The Power of the Narrative
  6. 6. Once upon a time... http://flickr.com/photos/e_phots/2646616379/
  7. 7. ...we told each other our stories...
  8. 8. Modern Storytelling Narrating through Technology
  9. 9. http://www.flickr.com/photos/jfchenier/76721307/ Once upon this time...
  10. 10. ...we still tell each other our stories...
  11. 11. So my point is... 1. Message 4. Plot 2. Conflict 3. Characters 4 Elements of Storytelling
  12. 12. Life is a story on the Internet -- ijustine lifestreams www.justin.tv/ijustine
  13. 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. 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. 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. 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. 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. 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. 19. Whole Foods fights bio-engineering and trade practices http://blog.wholefoodsmarket.com
  20. 20. Starbucks lets patrons discover and solve conflict www.mystarbucksidea.com
  21. 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. 22. http://www.youtube.com/watch?v=1EbCyibkNB0 Mac vs. PC 3. The Characters
  23. 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. 24. Persona Development: Who the heck is my audience?
  25. 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. 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. 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. 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. 29. 2. How / when will you speak to these Personas? Persona Development
  30. 30. 3. Weave your audience into your Story Persona Development www.intensedebate.com www.polldaddy.com www.polleverywhere.com www.chipin.com
  31. 31. 4. Master the art of Listening and Responding Persona Development www.google.com/analytics www.feedburner.com www.icerocket.com
  32. 32. Such a Character Oh, the people you’ll meet...
  33. 33. What kind of hero are you? The Joker The Creator The Adventurer The Brave Hero The Wise Hero The Everyday Hero
  34. 34. What kind of hero are you? The Magician The Innocent The Caregiver The Ruler The Rebel The Lover
  35. 35. What’s your Motivation? The driving forces behind your Characters
  36. 36. A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
  37. 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. 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. 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. 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. 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. 42. Plot your Plot 4. The Plot Establish Interact / Connect / Play Deal with it Almost there... Onward and upward
  43. 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. 44. Perception is reality - so, what story is out there? 4. The Plot www.brandtags.net www.lovemarks.com
  45. 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. 46. Advancing the Plot through Video 4. The Plot www.arttheheartofhouston.com www.haablog.com
  47. 47. For your plot: buy a Flip camera (seriously) 4. The Plot http://www.theflip.com /
  48. 48. Your Character in 140 Characters www.twitter.com
  49. 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. 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. 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. 52. Follow your Story’s Buzz www.tweetscan.com www.summize.com www.twitscoop.com Tweeting your Story
  53. 53. Do more with less with Twitter Tweeting your Story
  54. 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. 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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