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Stories.coop - sharing experiences
 

Stories.coop - sharing experiences

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Experiences and outcomes of STORIES.COOP, the first digital campaign to choose the storytelling tradition as a way of communicating the cooperative experience to the general public. ...

Experiences and outcomes of STORIES.COOP, the first digital campaign to choose the storytelling tradition as a way of communicating the cooperative experience to the general public.

An initiative of ICA (International Co-operative Alliance) and Euricse (European Research Institute on Cooperative and Social Enterprises)

The slideshow has been presented during 2013 ICA general Assembly in Cape Town, 3 nov.

Browse, Connect, Share, Inspire: www.stories.coop

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  • Something happened in the communication sector in these last 20 years, and it was a real revolution. <br /> More and more people have a low cost access to media, and this has changed the practice and even the concept of media itself. <br /> Technologies changed profoundly and the new one are intrinsically/inherently “social”. <br /> The change is not about the tools, it’s more about the access to other people and expresses a need for connection that in the past was satisfied in different, more traditional ways (destroyed by the fragmentation of contemporary life). <br /> In the past “media” was the name given to a sector of the economy. “Media” today stands for a low-cost technology, globally available, for an organized process of sharing. <br /> Thomas Pettitt explained the way in which he uses the term the Gutenberg Parenthesis: the idea that oral culture was in a way interrupted by Gutenberg&apos;s invention of the printing press and the roughly 500 years of print dominance; a dominance now being challenged in many ways by digital culture and the orality it embraces. <br /> This new revolution started in the 20th century with sound recording and film, moved next to television and radio and today takes the form of the internet.  He points out that there is a common theme when people consider these changes – that they are not simply something new but also the end of something old.  Today, Pettitt sees these changes as a challenge to print and the book. <br /> For Pettitt, any discussion of the end of the book brings to mind the beginning of the book.  He cited Peter L. Shillingsburg&apos;s From Gutenberg to Google and suggested that we are at the dawn of a new textual revolution that will be as important as the one started by movable type in the 15th century.  <br /> In this ongoing communications revolution, Pettitt sees three phases.  The first is low-level technology that limits communication to face-to-face interaction with some writing; next is the step up to printing with Gutenberg – which he considers an intermediary technology; and now the Google revolution to a higher technology. <br />
  • Old media were focused on consumption. But people like also be active in producing and sharing. The old business model of the economy of communication was unable to satisfy these dimensions. <br /> The re-discovery of a participative culture. The commons-based peer production more than the consequence of a new technology, is the expression of an old social need. <br /> We assist to the mixing of public and personal media, and the frontier between professionals and amateurs blurs. <br /> If we try to understand why all these people work for free producing information and content, we discover that the answer is very close to the values and the motivations of a co-operative culture. <br /> The reason is that the people are not moved just by economic motivations. <br /> Intrinsic, non economic motivations, are better satisfied by these new forms of social production. The new technologies are just an opportunity to do it. <br />
  • Jonah Sachs (born May 19, 1975) is an American storyteller, author, designer and entrepreneur. He is the author of Winning the Story Wars: Why Those Who Tell—and Live—the Best Stories Will Rule the Future (2012).[1] As the co-founder and CEO of Free Range Studios, Sachs helps social brands and causes with campaigns built on storytelling strategies <br />
  • Both campaigns were based on storytelling and one of the most amazing speeches he ever did is the famous Vicotry speech delivered in Chicago after the news that he had won the 2008 White House. <br />
  • We’re all witnessing the radical change in the communication strategies of the multinational and for profit firms. <br /> They are quickly and very deftly converting so they can put their different targets and stakeholders in the center of their business. They do everything to make them feel important, to involve them, communicate with them, hear what they have to say even create the things they want to see or have. <br /> Here are some good and quite complete advises on corporate storytelling that happen to be written by Dave Kerpen but you can find lot of others in the Internet. <br /> I chose this because I know that just following this tips cooperatives all round the world would have so much good stories and material to amaze the world. <br />
  • Jobs and Apple is a symbol of engagement; every commercial, video or presentation is a excellent example of storytelling … <br />
  • Coca-Cola great storytellers, they create so powerful stories around their campaigns that are able to unite the entire world under the same slogan. The last created was “Share a Coke with…” <br />
  • Lego another great example too. “Lego story” video is a proof. <br /> And the list could go on and on… <br />
  • Sounds familiar? Than’s what cooperatives have been doing since forever. <br /> This is just one of many examples you’ll find on the Internet about creating the strategies which are very similar to those we know very well…. <br />
  • From a movie to a movement. <br /> The Story of Stuff Project’s journey began with a 20-minute online movie about the way we make, use and throw away all the Stuff in our lives. Five years and 40 million views later, we’re a Community of 500,000 changemakers worldwide, working to build a more healthy and just planet. <br /> With study programs and campaigns. <br />
  • Les Scop - Sociétés coopératives et participatives (France) decides to change the brand identity, design and communication strategy through emphasizing the worker cooperative values. <br /> 1 photographer Jean-Robert Dantou (coop Picturetank), 1 coop communication agency, 40 cooperatives representing all sectors, regions, dimensions, activities, settings; 80 days of shooting and Ceux qui aiment les lundis was ready to be presented to the world. <br />
  • The website is now completely redesigned in order to improve the stories’ visibility. <br /> Innovations include the addition of new material, like academic case studies, journalistic reports on key themes for the development of cooperation and in-depth analyses of cooperatives, their impact and the challenges they face. <br /> The Stories.coop content is released under a Creative Commons license in order to facilitate its use and sharing, with the aim of reaching and inspiring as wide a public as possible. <br />   <br />
  •   <br />
  • Revenue-generating social issues campaigning <br />

Stories.coop - sharing experiences Stories.coop - sharing experiences Presentation Transcript

  • Experiences and outcomes of the first cooperative digital campaign Aleksandra Bobic, Ilana Goetz, Gianluca Salvatori – EURICSE
  • The Gutenberg Parenthesis • For 500 years we lived in what the Danish academic Thomas Pettitt calls The Gutenberg Parenthesis where knowledge was contained in the fix printed format. • With the digital revolution we’re in a post-Gutenberg state where the knowledge and the information are constantly updated, improved, changed, moved, developed.
  • Stories can change the world • The time of one-way communication is over; media, enterprises, authorities, nonprofits are adapting to a two-way communication which is much more “social” because it works only if it creates engagement, participation and even cocreation. • Stories are a very powerful communication tool : they can condition our perceptions, stimulate our thoughts and reflections, awaken our emotions and senses, determine our actions… • Stories can change the way we think, act, and feel. • Stories can engage, motivate, connect, inspire.
  • Storytelling in the Digital age • “In the broadcast era, access was power. We developed all these bad habits when distribution was in the hands of few. But now storytelling matters again” (Jonah Sachs, author of “Story Wars”). • 3 golden rules of storytelling that fit all: political messages, products and people: 1. Don’t lead with facts. 2. The story isn’t about you. 3. Forget puffery. Find your voice.
  • A good story… • is clear, simple, authentic, • tells the truth, • has a defined plot, • is emotional, • goes beyond marketing and positioning policies and strategies • regenerates the organizational culture in order to improve the reputation among different stakeholders, • creates engagement, participation, identification, involvement.
  • Great storytellers / Obama
  • Corporate storytelling • is the art of using stories to communicate and connect with employees, customers, suppliers, partners, and anyone else involved with the organization. • is widely employed and for profit enterprises are mastering this technique. Seven simple ways to tell a good story by Dave Kerpen, CEO of Likeable Local: 1) Tell your brand's story; 2) Tell your employees' stories; 3) Tell your customers' stories; 4) Inspire your customers to tell stories; 5) Use images often; 6) Use video even more often; 7) Be human.
  • Great storytellers / Jobs
  • Great storytellers / Coca Cola
  • Great storytellers / Lego
  • Private sector is learning from nonprofits • On McKinsey’s website there’s an article about The Dragonfly Effect, Stanford University marketing professor Jennifer Aaker and marketing strategist Andy Smith; • Through the example of Scott Harrison, an American photographer, entrepreneur, and founder and CEO of the non-profit “charity: water” they explain to the private sector how to achieve engagement, which they define as “truly making people feel emotionally connected to helping you achieve your goals” through storytelling, authenticity, and establishing a personal connection.
  • And what about cooperatives?
  • Ceux qui aiment les lundis • The book was published with one of the most important French publishers: Hachette - Editions du Chêne. • The campaign also included: itinerant exhibitions (10), website, videos, radio commercials, posters… • The project had excellent results and media coverage. • The book and the campaign were awarded with three prizes at the 2013 Conference on communication “Corporate Business”. • Example of very good non-digital communication; good communications isn’t only about technology and new media.
  • Stories.coop / outcomes • Stories.coop is the first global digital campaign to choose the storytelling tradition as a way of communicating the cooperative experience to the general public. • Stories.coop was imagined as a tool to create authentic cooperative storytelling which would be able to generate a real and not just rhetorical image of the cooperative values. • Outcomes: 450 stories, 200.000 visits from all five continents, an average of 10.000 views a month.
  • Stories.coop / our experience Positive Negative • enthusiastic, surprising, stimulating, challenging; • • impressing vitality, variety and potential of cooperatives; still very strong and “old style” communication: one-way and top down; • weak storytelling abilities; • coops are treasure trove of authentic stories but it’s difficult to reach them; • • good feedback and reaction to the project: lots of contacts and requests to use the stories database. interesting stories and information often go untold due to slow and bureaucratic procedures; • Diffidence, disinterest, lack of replies; • Language barrier.
  • Stories.coop / What we need • Authentic stories that go beyond a mere presentation of what you do and how you do it. • Stories that tell more about workers, members, customers, products. • Don't be too afraid to tell stories that show failure, poor judgment, or mistakes on your part. • The story should go beyond data, income and turnover, commercial and marketing strategies. • People are at the core of the cooperative business model and should be the protagonist of cooperative storytelling.
  • Stories.coop /Future • Authentic and realistic representation of the pluralism of the cooperative movement on one side and experimentation of new forms of collaboration, not only among coops but also between coops and their stakeholders. • Online and offline platform for the creation of: relations, networks, and supply chains. • Crowdfunding platform to support, finance and help the creation of new cooperative businesses.
  • Thank you for your attention! gianluca.salvatori@euricse.eu