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Integrate 2013 presentation [freberg]



Visual Storytelling & Crisis Presentation for Integrate 2013 Conference. Morgantown, WV.

Visual Storytelling & Crisis Presentation for Integrate 2013 Conference. Morgantown, WV.



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Integrate 2013 presentation [freberg] Integrate 2013 presentation [freberg] Presentation Transcript

  • Introduction• Education:– Ph.D., Communications (University ofTennessee)– MA, Strategic Public Relations (Universityof Southern California)– BS, Public Relations (University ofFlorida)• Interests:– Social media, CrisisCommunications, and PR• Social Media:– FB, LinkedIn, Twitter (@kfreberg), andPinterest• Blog: www.karenfreberg.com/blog
  • Agenda3Storytelling• Visual storytelling• StrategicStorytellingCrisisCommunications• Characteristics• CasesBest Practices&Implications View slide
  • Objectives• Recognize what are some of the key components related tovisual storytelling• Understand the strategic connection between visual storytellingand micro message strategies based on social media data• What are some tools and programs available to determine mosteffective and engaging visuals in a crisis situation based on data.• Apply visual storytelling and data analytics concepts for crisiscommunication practices4 View slide
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  • Every person, brand, and company has a story6
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  • WHAT IS STORYTELLING?Stories that are captured, created, & shared to reveal insightsabout an individual or brand visually.• Specific tools and platforms are used along withstrategic, personalized, and targeted key messages to presentinformation for others to help understand the storyline.8
  • Why are stories important?• In 2013, we are in information, data, and media platformoverload.– So many platforms and data is being shared and analyzed.– Stories focus on the “so what” factor and generateconversations and engagement among intended receivers.– “Experience” mentality.
  • Why Storytelling?• Provides a window into a company culture in whichwords don’t do it justice.• Captures eye-witness feature of new media &engagement w/ audiences that are visualfocused.• Photos and videos are considered “socialcurrency”• Opportunity to extend existing relationships.• Written content is still key for success in PR –however, visuals help illustrate these points togain further understanding.10
  • • We crave personal stories that arememorable.– Emotional and personal connections creates along-term and sustaining bond from hearing aboutthe experience shared in the story.– Powerful narrative that is perceived to be• Authentic• Genuine• Unique11
  • Strategic Storytelling is driven byCreativityCultural attractors(draws togetherhighly involvedaudience)Cultural activators(motivators toinitiate behaviors)StrategySustainedEngagement
  • • Life sharing opportunities• Videos and Pictures• Organically created andshared on platforms.• Not necessarily consistentw/ posting and timing• Life sharing opportunitieswith particular agenda inplace• Videos and Pictures –edited• Strategically shared andplaced on certain platforms.• Consistently posted andscheduled timing15
  • Creating originaland relevantcontent is thefuel for strategicstorytelling16
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  • How does storytelling tie in withcrisis communications?• Ability to share insights and character of the brand and individuals whoare part of the situation.• Stories are memorable and personal to communities.• Showcase insights based on actions taken.• Visual compelling content – stirs emotions and reactions from audiences.• Impact of shareable, real-time conversations and content.22
  • Storytelling components to initiate in crisisVoiceEngagementListeningManagementPlanCultureCommunityContent (text+ visual)Mediachannel23
  • Kevin Ware &
  • Trends & Implications– Transforming crisis into opportunity.– Power of actions through visualstorytelling.– Establishing consistent platform for voicethroughout crisis (UofLAthletics, ULFlyingCard, and Kevin Ware’sverified Twitter account).– Engagement among community to branchout into other social media ecosystems(ex. Kobe Bryant, Little Wayne, WhiteHouse).– Presence at White House CorrespondentsDinner & Letterman25
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  • Boston Bombing Crisis• Trends & Implications– User generated content emerging to share updates to spreadfalse/accurate news– Questions of legal implications towards covering event &dissemination of names/issues/unconfirmed information– Prominent rise to power of owned media in crisis (Boston PoliceDepartment & Twitter)27
  • • Power of owned media & increasepresence in real-time communications• Issues pertaining to real-timemarketing among brands andmarketers (Guy Kawasaki &Epicurious)• Visuals and videos dominated socialmedia updates (multimediacomponents)28
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  • BEST PRACTICES• Collect data & facts (visuals and other photos) that will helpcommunicate backstory of your company and brand in crisis.• Defining the reputation or character of your brand both intext and visuals.• Talk with audiences, not to audiences.• Demonstrate expertise & culture visually about products andservices.• Determining the stories of the people behind the brand.• Align company or brand’s story to their external and internalenvironment.30
  • • Be honest and transparent with your stories.Individuals, agencies, and brands need to know what are theirstories before they share them.• Focus on strategy in crafting stories with a set direction inmind.• Make sure the story is about everyone & communityinvolved, but be aware of power of real-time crowdsourcingopportunities and risks.• Push / Pull message mentality with visuals – meaning andpurpose key.• Acceptance of stories comes from the reaction from thecustomer in experiencing and being part of the story.31
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  • Resources• Tools– Bottlenose– Stat.gram– Nitro.gram• Blogs– Mashable: www.mashable.com– Simply Zesty: www.simplyzesty.com– Social Media Influence: www.socialmediainfluence.com– Social Media Today: www.socialmediatoday.com– Digital Buzz Blog: www.digitalbuzzblog.com