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Storytelling for the                            Social Media Era                           An Overview of Key Concepts, St...
Overview                Introduction:                           Why are we here?                Who tells a good story?   ...
Storytelling                 Storytelling is the conveying of events in words,                 images and sounds, often by...
http://tweetwood.com/acarvinTuesday, November 13, 12
https://www.facebook.com/georgehtakeiTuesday, November 13, 12
Instagram Tag #Sandy                                http://searchinstagram.com/sandy/Tuesday, November 13, 12
http://www.amazon.com/The-Rise-Network-Society-Information/dp/1405196866/ref=sr_1_5?ie=UTF8&qid=1352789653&sr=8-5-20Tuesda...
The Network Society                We live in a Network Society   http://www.amazon.com/The-Rise-Network-Society-Informati...
The Network Society                We live in a Network Society                           Wireless connectivity 24/7      ...
Everyone is a Natural Born Storyteller                “...on the internet interpersonal, organizational,                an...
http://www.amazon.com/Alone-Together-Expect-Technology-Other/dp/0465031463/ref=wl_it_dp_o_pC_nS_nC?Tuesday, November 13, 1...
News Media vis-à-vis Social Media             "If I had asked people what they wanted,             they would have said fa...
What business are we in?Tuesday, November 13, 12
What business are we in?              News              Publishing              Media              Entertainment          ...
What business are we in?              News                                          In the Social Media Era, content      ...
What business are we in?              News                                          In the Social Media Era, content      ...
What business are we in?              News                                          In the Social Media Era, content      ...
http://www.amazon.com/Convergence-Culture-Where-Media-Collide/dp/0814742955/ref=sr_1_1?s=books&ie=UTF8&qid=1352791730&sr=1...
Fandom                           https://www.youtube.com/watch?v=AKu-5NiKvy0                           https://www.youtube...
Where do memes come from?                           http://knowyourmeme.com/memes/events/binders-full-of-women            ...
Amazon Binder Reviews                       http://www.amazon.com/Avery-Durable-Binder-EZ-Turn-17032/dp/B001B0CTMU/ref=cm_...
http://www.amazon.com/Cognitive-Surplus-Technology-Consumers-Collaborators/dp/B006CDEZNM?tag=780065172-20Tuesday, November...
Community of Practice                    Group of people who share a craft and/or a                    profession         ...
Seven principles for cultivating            communities of practice                           http://hbswk.hbs.edu/archive...
Seven principles for cultivating            communities of practice                           Design for evolution.       ...
http://www.amazon.com/Cultivating-Communities-Practice-Etienne-Wenger/dp/1578513308Tuesday, November 13, 12
https://openinno.wordpress.com/tag/engagement/Tuesday, November 13, 12
https://openinno.wordpress.com/tag/engagement/Tuesday, November 13, 12
Amplifiers         “As both social media and traditional media have         evolved, a complex, symbiotic relationship of f...
Case Study: Social Flow   http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single  ...
Action PlanTuesday, November 13, 12
Action Plan                Storytelling                Package stories differently for each                social network ...
Action Plan                Storytelling                            Engagement                Package stories differently f...
Action Plan                Storytelling                            Engagement                         Community           ...
Action Plan                Storytelling                            Engagement                         Community           ...
Discussion and Q&ATuesday, November 13, 12
Discussion and Q&A                    Social Media Native Storytelling                           The Real Life Social Netw...
My Memo in 2009                                                                                                         Fr...
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Storytelling for the Social Media Era

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Transcript of "Storytelling for the Social Media Era"

  1. 1. Storytelling for the Social Media Era An Overview of Key Concepts, Strategies, Tactics for Engaging Online Communities Hong Qu @hqu CUNY JCamp Nov 13, 2012Tuesday, November 13, 12
  2. 2. Overview Introduction: Why are we here? Who tells a good story? 24/7 news cycle in which every millisecond count and every story is fact-checked by the crowd What is Social Media? How is it different from Mass Media? How to activate a vibrant community of fans? Community of practice, fandom, social capital, and amplifiers Best practices for engaging with audience/fans/communityTuesday, November 13, 12
  3. 3. Storytelling Storytelling is the conveying of events in words, images and sounds, often by improvisation or embellishment. Stories or narratives have been shared in every culture as a means of entertainment, education, cultural preservation and to instill moral values. Crucial elements of stories and storytelling include plot, characters and narrative point of view. https://en.wikipedia.org/wiki/StorytellingTuesday, November 13, 12
  4. 4. http://tweetwood.com/acarvinTuesday, November 13, 12
  5. 5. https://www.facebook.com/georgehtakeiTuesday, November 13, 12
  6. 6. Instagram Tag #Sandy http://searchinstagram.com/sandy/Tuesday, November 13, 12
  7. 7. http://www.amazon.com/The-Rise-Network-Society-Information/dp/1405196866/ref=sr_1_5?ie=UTF8&qid=1352789653&sr=8-5-20Tuesday, November 13, 12
  8. 8. The Network Society We live in a Network Society http://www.amazon.com/The-Rise-Network-Society-Information/dp/1405196866/ref=sr_1_5?ie=UTF8&qid=1352789653&sr=8-5-20Tuesday, November 13, 12
  9. 9. The Network Society We live in a Network Society Wireless connectivity 24/7 Real-time info/communication on demand Wisdom of the crowd production, filtering, collaboration, and consumption Dis-intermediation leads to shifts in centers of power in society Everyone fight to influence the “amplifiers” Stories are transmitted by word of mouth through social networks Social graphs propagate in 2 different configurations Peer to peer Hub and spoke http://www.amazon.com/The-Rise-Network-Society-Information/dp/1405196866/ref=sr_1_5?ie=UTF8&qid=1352789653&sr=8-5-20Tuesday, November 13, 12
  10. 10. Everyone is a Natural Born Storyteller “...on the internet interpersonal, organizational, and mass communication come together. People become linked to one another and have access to information and communication with one another constantly.” https://en.wikipedia.org/wiki/Network_societyTuesday, November 13, 12
  11. 11. http://www.amazon.com/Alone-Together-Expect-Technology-Other/dp/0465031463/ref=wl_it_dp_o_pC_nS_nC?Tuesday, November 13, 12 ie=UTF8&colid=2N2T7BXZUCO4Q&coliid=I1W78YKQ3F1Y5V&tag=780065172-20
  12. 12. News Media vis-à-vis Social Media "If I had asked people what they wanted, they would have said faster horses." - Henry Ford "What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention, and a need to allocate that attention efficiently among the overabundance of information sources that might consume it." - Herbert Simon http://blogs.hbr.org/cs/2011/08/henry_ford_never_said_the_fast.html http://avc.blogs.com/a_vc/2005/11/the_looming_att.html https://en.wikipedia.org/wiki/Attention_economyTuesday, November 13, 12
  13. 13. What business are we in?Tuesday, November 13, 12
  14. 14. What business are we in? News Publishing Media Entertainment Content Information Distribution Advertising Subscription Social Media Optimization Communication Platforms Mobile AppsTuesday, November 13, 12
  15. 15. What business are we in? News In the Social Media Era, content Publishing producers must compete for: Media Entertainment Content Information Distribution Advertising Subscription Social Media Optimization Communication Platforms Mobile AppsTuesday, November 13, 12
  16. 16. What business are we in? News In the Social Media Era, content Publishing producers must compete for: Media Entertainment Content Attention!!! Information Distribution Advertising Subscription Social Media Optimization Communication Platforms Mobile AppsTuesday, November 13, 12
  17. 17. What business are we in? News In the Social Media Era, content Publishing producers must compete for: Media Entertainment Content Attention!!! Information Distribution Advertising To activate a community of fans who Subscription Consumes Social Media Optimization Advocates Communication Platforms Co-creates Mobile AppsTuesday, November 13, 12
  18. 18. http://www.amazon.com/Convergence-Culture-Where-Media-Collide/dp/0814742955/ref=sr_1_1?s=books&ie=UTF8&qid=1352791730&sr=1-1Tuesday, November 13, 12
  19. 19. Fandom https://www.youtube.com/watch?v=AKu-5NiKvy0 https://www.youtube.com/watch?v=LJ-4B9weldc https://en.wikipedia.org/wiki/Fandom https://en.wikipedia.org/wiki/Cognitive_SurplusTuesday, November 13, 12
  20. 20. Where do memes come from? http://knowyourmeme.com/memes/events/binders-full-of-women https://www.facebook.com/romneybindersfullofwomen http://knowyourmeme.com/memes/events/binders-full-of-womenTuesday, November 13, 12
  21. 21. Amazon Binder Reviews http://www.amazon.com/Avery-Durable-Binder-EZ-Turn-17032/dp/B001B0CTMU/ref=cm_rdp_productTuesday, November 13, 12
  22. 22. http://www.amazon.com/Cognitive-Surplus-Technology-Consumers-Collaborators/dp/B006CDEZNM?tag=780065172-20Tuesday, November 13, 12
  23. 23. Community of Practice Group of people who share a craft and/or a profession Through informal connections that participants build in their community of practice, and in the process of sharing their expertise, learning from others, and participating in the group, members are said to be acquiring social capital. https://en.wikipedia.org/wiki/Community_of_practiceTuesday, November 13, 12
  24. 24. Seven principles for cultivating communities of practice http://hbswk.hbs.edu/archive/2855.htmlTuesday, November 13, 12
  25. 25. Seven principles for cultivating communities of practice Design for evolution. Open a dialogue between inside and outside perspectives. Invite different levels of participation. Develop both public and private community spaces. Focus on value. Combine familiarity and excitement. Create a rhythm for the community. http://hbswk.hbs.edu/archive/2855.htmlTuesday, November 13, 12
  26. 26. http://www.amazon.com/Cultivating-Communities-Practice-Etienne-Wenger/dp/1578513308Tuesday, November 13, 12
  27. 27. https://openinno.wordpress.com/tag/engagement/Tuesday, November 13, 12
  28. 28. https://openinno.wordpress.com/tag/engagement/Tuesday, November 13, 12
  29. 29. Amplifiers “As both social media and traditional media have evolved, a complex, symbiotic relationship of filtering and amplification has developed.” http://charman-anderson.com/2012/02/22/social-media-one-to-some-communication-that-needs-amplifiers/ http://www.livestream.com/knightfoundation/video?clipId=pla_dd03d006-2ac0-4017-b6af-12922ff13075Tuesday, November 13, 12
  30. 30. Case Study: Social Flow http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single http://cdn.socialflow.biz/drop/obl-graph-final.pdfTuesday, November 13, 12
  31. 31. Action PlanTuesday, November 13, 12
  32. 32. Action Plan Storytelling Package stories differently for each social network Headline, thumbnails, descriptions, hashtags Curiosity gap Emotional valence Resonates with your audience Be a conversation starter Target your social graph Test your headlinesTuesday, November 13, 12
  33. 33. Action Plan Storytelling Engagement Package stories differently for each social network Measure distribution analytics Headline, thumbnails, descriptions, Live-tweet reportage hashtags Reciprocate social capital Curiosity gap Ask for shares and re-shares Emotional valence Amass subscribes and followers Resonates with your audience Segment your audience Be a conversation starter Cultivate amplifiers Target your social graph Test your headlines Update your stories in real timeTuesday, November 13, 12
  34. 34. Action Plan Storytelling Engagement Community Package stories differently for each social network Measure distribution analytics Email list Headline, thumbnails, descriptions, Live-tweet reportage Facebook Page hashtags Reciprocate social capital Twitter Curiosity gap Ask for shares and re-shares Instagram Emotional valence Amass subscribes and followers YouTube Resonates with your audience Segment your audience Crowdsource content production Be a conversation starter Cultivate amplifiers Spotlight contributors Target your social graph Test your headlines Update your stories in real time Manufacture memesTuesday, November 13, 12
  35. 35. Action Plan Storytelling Engagement Community Package stories differently for each social network Measure distribution analytics Email list Headline, thumbnails, descriptions, Live-tweet reportage Facebook Page hashtags Reciprocate social capital Twitter Curiosity gap Ask for shares and re-shares Instagram Emotional valence Amass subscribes and followers YouTube Resonates with your audience Segment your audience Crowdsource content production Be a conversation starter Cultivate amplifiers Spotlight contributors Target your social graph Test your headlines Update your stories in real time Manufacture memes Focus on what’s working and simplify your workflow!Tuesday, November 13, 12
  36. 36. Discussion and Q&ATuesday, November 13, 12
  37. 37. Discussion and Q&A Social Media Native Storytelling The Real Life Social Network Packaging and propagating through the social graph Real-time event coverage Twitter, Instagram, Facebook, Crowdsourcing Transparency, accuracy, and fact-checking Community of practice, Social Capital Consumers, Curators, Fans, Amplifiers Ladder of Engagement, Incentives, Recognition and RewardsTuesday, November 13, 12
  38. 38. My Memo in 2009 Fri, Jan 23, 2009 at 7:34 PM Here is a very rough outline of my thoughts on the evolution of information products: Newspapers and Magazines Economics of information goods in physical medium - bundled - broadcast (one to many) - authoritative and reliable Content on the Web Economics of information goods in digital medium - unbundling - production cost decreases - reproduction cost becomes zero - distribution cost decreases Bloggers Economics of information goods in digital medium over the interactive Web - a few consumers become producers - peer review and fact checking (aka open sourcing news and politics) - discussions replace broadcast (few to few, with many still only consuming) - production cost decreases further - distribution cost decreases further Twitter and emerging services Economics of information goods in digital medium over the social media Internet - many consumers become producers - producers brand, reputation, authenticity, transparency, and disclosure accumulates over time - distribution cost becomes revenue source for "popular" producers - 2% self-promoting producers; 98% producers who share with small groups of friends - multiple, simultaneous real-time conversations (one to few to many to few... in parallel over small networks) - mobile apps enable real time sharing creating a sense of immediacy As for monetization, I think mobile apps (preferably social, idealistic, and transparent about their mission) with local ads has the highest potential of making money. Separate, small content producing operations run by individuals will continue to be profitable (adsense and sponsorships) because they command a lot of attention and trust.Tuesday, November 13, 12
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