Storytelling through Social Media
      The Modern Narrative Defined
                                             www.flickr...
How would this Story be different?




                             http://www.youtube.com/watch?v=sMel13nY0PE




Thursda...
Anthropology of Cell Phones




                             http://pogue.blogs.nytimes.com/2007/03/28/the-anthropology-of...
Let’s talk about...

       • How to tell a Story


       • Developing Characters / Personas


       • Motivating your c...
Classic Storytelling
                    The Power of the Narrative




                                Once upon a time.....
Modern Storytelling
             Narrating through Technology




       ...we still tell each other our stories...
Thursd...
4 Elements of Storytelling
                                1. Message               4. Plot


                            ...
What’s old is new: The 4 Elements of a Modern Story

       1. The Message


                                             ...
1. The Message

       What are your Vision, Mission and Values?

         You can’t write about what you don’t know

    ...
1. The Message

       Promoting your message in all that you do



       • Message #1: Just Do It


           • Nike+ R...
What’s old is new: The 4 Elements of a Modern Story

       2. The Conflict


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


Thursday, October 15, 2009
Starbucks lets patrons discover and solve conflict
www.mystarbucksidea.com


Thursday, October 15, 2009
What’s old is new: The 4 Elements of a Modern Story

       3. The Characters



                                         ...
3. The Characters

       Mac vs. PC




                             http://www.youtube.com/watch?v=1EbCyibkNB0




Thurs...
3. The Characters

       The Apple story’s Characters
                             (everlasting love)




               ...
Persona Development

       How / when will you speak to your Personas?




Thursday, October 15, 2009
What kind of Character are you?

       The Brave Hero
                                                    The Everyday He...
Persona Development

       Weave your audience into your Story

                                 www.polleverywhere.com
 ...
Persona Development

       Master the art of Listening and Responding
                                                 ww...
What’s your Motivation?
                   The driving forces behind your
                             Characters




Thur...
A rubber raft in the middle of the ocean




                             http://www.flickr.com/photos/greenpeace_esperanza...
Read more: http://www.schipul.com/en/art/?562

       Speak to your audience’s motivations

       1.    Material

       ...
What’s old is new: The 4 Elements of a Modern Story

       4. The Plot
                                                  ...
4. The Plot

       Plot your Plot

                                                  Deal with it

                      ...
4. The Plot

       For your plot, grab a video camera




                                                       www.thefl...
Tweeting your Story

       Twitter Storytelling tips and tricks

       1. Tell other people’s stories


       2. Link l...
Tweeting your Story

       Follow your Story’s Buzz
                                   http://search.twitter.com




    ...
Let’s review...

       • Tell your Story with modern tools


       • Know yourself, know your audience


       • Keep t...
Thanks for participating today!

       Ed Schipul


       CEO, Schipul - The Web Marketing Company
       www.schipul.co...
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Storytelling through Social Media: The Modern Narrative Defined

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Storytelling through Social Media: The Modern Narrative Defined

  1. 1. Storytelling through Social Media The Modern Narrative Defined www.flickr.com/photos/margolove/3523556733 Ed Schipul eschipul@schipul.com www.schipul.com // www.eschipul.com Thursday, October 15, 2009
  2. 2. How would this Story be different? http://www.youtube.com/watch?v=sMel13nY0PE Thursday, October 15, 2009
  3. 3. Anthropology of Cell Phones http://pogue.blogs.nytimes.com/2007/03/28/the-anthropology-of-cellphones/ Thursday, October 15, 2009
  4. 4. Let’s talk about... • How to tell a Story • Developing Characters / Personas • Motivating your characters www.flickr.com/photos/7885343@N04/3389501692/ Growing your Brand through online Story Thursday, October 15, 2009
  5. 5. Classic Storytelling The Power of the Narrative Once upon a time... http://flickr.com/photos/e_phots/2646616379/ Thursday, October 15, 2009
  6. 6. Modern Storytelling Narrating through Technology ...we still tell each other our stories... Thursday, October 15, 2009
  7. 7. 4 Elements of Storytelling 1. Message 4. Plot So my point is... 2. Conflict 3. Characters Thursday, October 15, 2009
  8. 8. What’s old is new: The 4 Elements of a Modern Story 1. The Message • Strategic premise • What is your real statement? • Stick to 1 or 2 messages • Different audiences mean different messages Thursday, October 15, 2009
  9. 9. 1. The Message What are your Vision, Mission and Values? 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 Thursday, October 15, 2009
  10. 10. 1. The Message Promoting your message in all that you do • Message #1: Just Do It • Nike+ Run Faster Blog • Message #2: We innovate, we help http://nikeplus.nike.com • Nike R&D Storytelling videos www.twiike.com Thursday, October 15, 2009
  11. 11. What’s old is new: The 4 Elements of a Modern Story 2. The Conflict • Not always negative • What problem forces you to act? • How do you restore harmony? • Internal or external conflict? http://flickr.com/photos/slipstreamblue/2617035636/ Thursday, October 15, 2009
  12. 12. Whole Foods fights bio-engineering and trade practices http://blog.wholefoodsmarket.com Thursday, October 15, 2009
  13. 13. Starbucks lets patrons discover and solve conflict www.mystarbucksidea.com Thursday, October 15, 2009
  14. 14. What’s old is new: The 4 Elements of a Modern Story 3. The Characters • Who are the main players? • Multi-purpose Characters • Your readers are Characters too ** PERSONA Development ** Thursday, October 15, 2009
  15. 15. 3. The Characters Mac vs. PC http://www.youtube.com/watch?v=1EbCyibkNB0 Thursday, October 15, 2009
  16. 16. 3. The Characters The Apple story’s Characters (everlasting love) (out-of-the-box geeks) Benefactor Goal Beneficiary (in-the-box products) Support Hero Adversary Thursday, October 15, 2009
  17. 17. Persona Development How / when will you speak to your Personas? Thursday, October 15, 2009
  18. 18. What kind of Character are you? The Brave Hero The Everyday Hero The Wise Hero The Caregiver The Creator The Lover The Adventurer The Joker The Ruler The Magician The Innocent The Rebel Thursday, October 15, 2009
  19. 19. Persona Development Weave your audience into your Story www.polleverywhere.com www.intensedebate.com www.chipin.com www.polldaddy.com Thursday, October 15, 2009
  20. 20. Persona Development Master the art of Listening and Responding www.blogpulse.com www.google.com/alerts www.viralheat.com www.icerocket.com Thursday, October 15, 2009
  21. 21. What’s your Motivation? The driving forces behind your Characters Thursday, October 15, 2009
  22. 22. A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/ Thursday, October 15, 2009
  23. 23. Read more: http://www.schipul.com/en/art/?562 Speak to your audience’s motivations 1. Material 2. Social 3. Ideological http://www.flickr.com/photos/thegreentrilby/93788893/ http://www.flickr.com/photos/barackobamadotcom/2214065098/ http://www.cathedralgrove.se Thursday, October 15, 2009
  24. 24. What’s old is new: The 4 Elements of a Modern Story 4. The Plot The difference between: ‘The King died and then the Queen died’ and ‘The King died by the sword and the Queen died of grief’ http://flickr.com/photos/alimander/2832880196/ Thursday, October 15, 2009
  25. 25. 4. The Plot Plot your Plot Deal with it Interact / Connect / Play Almost there... Establish Onward and upward Thursday, October 15, 2009
  26. 26. 4. The Plot For your plot, grab a video camera www.theflip.com www.apple.com/ipodnano/ Thursday, October 15, 2009
  27. 27. Tweeting your Story Twitter Storytelling tips and tricks 1. Tell other people’s stories 2. Link like it’s going out of style: www.tinyurl.com 3. Ask questions, answer questions 4. Share brain candy 5. Say thank you Thursday, October 15, 2009
  28. 28. Tweeting your Story Follow your Story’s Buzz http://search.twitter.com www.tweetbeep.com www.crowdeye.com www.twitscoop.com Thursday, October 15, 2009
  29. 29. Let’s review... • Tell your Story with modern tools • Know yourself, know your audience • Keep the Story eternal with Twitter http://flickr.com/photos/sandrino/248016804/ Tell your Story, be a Hero Thursday, October 15, 2009
  30. 30. Thanks for participating today! Ed Schipul CEO, Schipul - The Web Marketing Company www.schipul.com // www.tendenci.com (281) 497.6567 Blog: www.eschipul.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Find my slides on Slideshare: www.slideshare.net/eschipul Thursday, October 15, 2009
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