• Save
Once Upon a Semester: Storytelling as a Framework for Higher Ed Web Marketing
Upcoming SlideShare
Loading in...5
×
 

Once Upon a Semester: Storytelling as a Framework for Higher Ed Web Marketing

on

  • 1,635 views

Keynote from HighEdWeb Arkansas, July 22, 2011

Keynote from HighEdWeb Arkansas, July 22, 2011

Statistics

Views

Total Views
1,635
Views on SlideShare
1,635
Embed Views
0

Actions

Likes
3
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • I know we spend a lot of our days avoiding mission statements like the plague, but I’m actually going to talk to you about our department’s mission statement.This is not just a mission that applies to our content side. Half of our team is developers. We look at the Tufts story as infusing everything we do, from our mobile website to our feature stories to our social media workshops to our web templates to the backend of our news site. Every pixel, every word and every line of code should support the Tufts story.
  • Stories are a prism for understanding - People process information in story format, she explained. Stories are powerful because they activate the empathic part of our brain; the readers insert themselves in the narrative. That’s why, for instance, profiles are particularly effective forms of content on a website.
  • people tend to “storicize” abstract shapes and reflect ourselves in the objects around us. (She says that yes, there is Tetris fanfiction out there.) She also gave the example of electrical sockets, a thoroughly inanimate object devoid of story. But if you cock your head, a socket looks like a face. Objects can tell stories.
  • In a landmark 1944 study, 34 humans — Massachusetts college students actually, though subsequent research suggests they could have been just about anyone — were shown a short film and asked what was happening in it. The film showed two triangles and a circle moving across a two-dimensional surface. The only other object onscreen was a stationary rectangle, partially open on one side.Only one of the test subjects saw this scene for what it was: geometric shapes moving across a plane. Everyone else came up with elaborate narratives to explain what the movements were about. Typically, the participants viewed the triangles as two men fighting and the circle as a woman trying to escape the bigger, bullying triangle. Instead of registering inanimate shapes, they imagined humans with vivid inner lives. The circle was “worried.” The circle and the little triangle were “innocent young things.” The big triangle was “blinded by rage and frustration.”
  • Emotions are powerful because emotions can influence
  • The root cause of these symptoms is the fact that execution focuses on the how and what of a product. But in a world where consumers are inundated with choices, products that want to be noticed and adopted must be rooted in the why.A product should provide an experience or service that adds value to someone's life through fulfilling a need or satisfying a desire. The ultimate question then becomes: who identifies that value? - The first goal of a product storyteller is to facilitate collaboration and co-creation- Not only do product storytellers identify the intended product value, they also share and evangelize this story throughout their organizations. - Daniel Pink: "like design, [story] is becoming a key way for individuals and entrepreneurs to distinguish their goods and services in a crowded marketplace."
  • These things are fundamental, but easy to forget. We work in amazing places – crucibles for discovery and growth. These things are important. They want to go to college, they want to become teachers, doctors, artists, librarians. They want to support their alma mater. They want to teach and conduct research. They want to support research.
  • We are all fanfiction writers – are we adhering to canon?
  • We are all fanfiction writers, so is everyone in our community – are we adhering to canon?Brand resides in our audience – if everyone’s doing their job right, we should just be reflecting them.Need to tell stories that mean something to our audience

Once Upon a Semester: Storytelling as a Framework for Higher Ed Web Marketing Once Upon a Semester: Storytelling as a Framework for Higher Ed Web Marketing Presentation Transcript

  • Georgy Cohen
    @radiofreegeorgy
    @TuftsUniversity
    @MeetContent
    Storytelling as
    a Framework
    for Higher Ed
    Web Marketing
    #hewebar
    http://www.flickr.com/photos/pandora_6666/4927859168/
  •  Where I grew up
  • Ant and shark 1/3
    Credit: @tsand’s daughter / @iceboxart
  • Ant and shark 2/3
    Credit: @tsand’s daughter / @iceboxart
  • Ant and shark 3/3
    Credit: @tsand’s daughter / @iceboxart

  • Web Communications' mission is to use the Web and emerging technologies to engage our audience with the Tufts storyand to enable our partners across the university to do the same.
  • What are
    stories?
  • http://www.flickr.com/photos/functoruser/244207662/lightbox/
  • National Storytelling Network

    Storytelling is the interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener’s imagination.
    www.storynet.org/resources/whatisstorytelling.html
  • (Some random site)

    A story is the graphing of a character's emotional experience from the moment it begins to its logical conclusion.
    http://members.fortunecity.com/nadabs/literature-storystructure.html
  • Ordinary people doing
    extraordinary things
  • Daniel Pink,
    “A Whole New Mind”

    [Stories] are important cognitive events, for they encapsulate, into one compact package, information, knowledge, context and emotion.
  • Why stories
    matter
  • Storytelling was the first
    social media platform.
  • Storytelling was the first
    social media platform.
    OMG! Srsly??
  • Storytelling is an act of
    community, sharing
    values and knowledge
    http://www.flickr.com/photos/jasonpratt/4807746068/
  • Stories draw strength from the number of people
    who share them.
    http://www.flickr.com/photos/turneround/5398112759/
  • The parable of Lot’s wife
  • The parable of Lot’s wife
    …is also found in Greek, Jewish, Indian, French Canadian, Lithuanian, Chinese, Eskimo, Polynesian, Hawaiian, South American and African folklore.
    Source: Archetypes and motifs in folklore and literature: a handbook, Jane Garry, Hasan M. El-Shamy
  • http://www.flickr.com/photos/turneround/5398112759/
  • We see
    in stories.
    http://www.flickr.com/photos/turneround/5398112759/
  • We see
    ourselves
    in stories.
    http://www.flickr.com/photos/turneround/5398112759/
  • We tend to “storicize” abstract shapes
    and seekourselves in the objects around us.
    Credit: Clara Fernández-Vara, Postdoctoral Researcher, Singapore-MIT GAMBIT Game Lab
    http://www.flickr.com/photos/turneround/5398112759/
  • Heider, F., & Simmel, M. (1944) An experimental study in apparent behavior. The American Journal of Psychology, 57, 243-259.
    http://www.youtube.com/watch?v=VTNmLt7QX8E
    http://www.flickr.com/photos/turneround/5398112759/
  • http://www.flickr.com/photos/functoruser/244207662/lightbox/
    http://www.flickr.com/photos/94693506@N00/149781946/
  • Lessons of
    The Like Log

    The best stories — the most inherently share-worthy stories — are the ones for which it would be almost weird to email them to someone — or tweet them to someone, or whatever — without an introductory “WOW” or “WHOA” or “WTF.”
    http://www.niemanlab.org/2011/03/lessons-of-the-like-log-the-big-story-and-the-nuances-of-shareability/
  • Shareability index
    for news releases

    …Releases with the elements of a good news story—a little drama, a person fighting for what is right, a villain—have scores four to five times higher than those about the success of a program, he says.
    http://chronicle.com/article/Colleges-Rehab-Their-Web-Sites/127170/
  • Photo / Melody Ko, Tufts University

  • I'm a sophomore at Tufts, and I just read today's tufts.edu profile on the woman working with the Massachusetts Gay and Lesbian Council. I wanted to say how proud I am to go to a school that would put an article like that on the main school site without any fuss. My friend's sister visited from another university this weekend, and she mentioned how her school website featured pictures of cheerleaders at a football game, while ours had an article about Ghana, and now gay rights. This is why I'm so happy to be here. Thank you =)
    E-mail from a sophomore, March 31, 2008
  • Dogeared page #1:
    Empathy
    http://www.flickr.com/photos/functoruser/244207662/lightbox/
  • Structure
    of a story
  • Kim Goodwin, Confab 2011
    “Storytelling by Design”
    Scenario: “A plausible story about a persona using the future product or service in a specific situation.”
    Scenarios have all the key story elements: Character, Conflict, Plot, Resolution
    http://www.slideshare.net/KimGoodwin/storytelling-by-design-scenarios-talk-at-confab-2011
  • (Tweet links to http://www.agilemodeling.com/artifacts/userStory.htm)
    http://www.flickr.com/photos/functoruser/244207662/lightbox/
  • Why We Need Storytellers at the Heart of Product Dev.

    In a world where consumers are inundated with choices, products that want to be noticed and adopted must be rooted in the why.
    http://uxmag.com/strategy/why-we-need-storytellers-at-the-heart-of-product-development
  • story arc (n.)

    A story arc is an extended or continuing storyline in episodic storytelling media … The purpose of a story arc is to move a character or a situation from one state to another; in other words, to effect change.
    http://en.wikipedia.org/wiki/Story_arc
  • story arc (n.)

    A story arc is an extended or continuing storyline in episodic storytelling media … The purpose of a story arc is to move a character or a situation from one state to another; in other words, to effect change.
    http://en.wikipedia.org/wiki/Story_arc
  • Sounds an awful lot like….
    Effective content
    Good UX
    Clean usability
    Crisp functionality
  • Sounds an awful lot like….
    All of the above
    Effective content
    Good UX
    Clean usability
    Crisp functionality
  • Sounds an awful lot like….
    All of the above *
    Effective content
    Good UX
    Clean usability
    Crisp functionality
    * Also called a holistic approach toweb development
  • Dogeared page #2:
    Holistic
    http://www.flickr.com/photos/functoruser/244207662/lightbox/
  • http://www.flickr.com/photos/functoruser/244207662/lightbox/
  • One type of story arc:
    The hero’s journey
  • 12 stages of the hero’s journey:
    Ordinary World
    Call to Adventure
    Refusal
    Meeting with the Mentor
    Crossing the Threshold
    Tests, Allies, Enemies
    Approach to Inmost Cave
    Ordeal
    Reward
    The Road Back
    Resurrection
    Return with Elixir
  • Ordinary people doing
    extraordinary things
  • Students:
    • Applying to college
    • Learning what they
    want to do with life
    • Tutoring local kids
    • Staging a musical
    Alumni:
    • Donating to supporta new laboratory
    • Reconnecting with
    old friends
    • Giving students advice
    Faculty:
    • Curing diseases
    • Teaching tomorrow’sleaders
    • Providing context tocurrent events
    Staff:
    • Balancing budgets
    • Developing programs
    • Organizing events
    • Recruiting students

  • Is our product
    King Arthur
    or Excalibur?
    • Ron Ploof
    http://www.mpdailyfix.com/
    is-your-product-king-arthur-or-excalibur/
  • User 
     Us
  • ↖ Unicorns
    User 
     Us
  • Frodo: Go back, Sam. I’m going to Mordor alone.
    Sam: Of course you are. And I’m coming with you.
    The Lord of the Rings: The Fellowship of the Ring
  • http://www.flickr.com/photos/functoruser/244207662/lightbox/
    http://www.flickr.com/photos/94693506@N00/149781946/
  • The Shire must truly be a great realm, Master Gamgee, where gardeners are held in high honor. 
    • Captain Faramir,
    The Lord of the Rings: The Two Towers
    http://www.flickr.com/photos/functoruser/244207662/lightbox/
    http://www.flickr.com/photos/94693506@N00/149781946/
  • Storytelling Rules & Writing Better Press Releases

    Rule 1.  Know your audience.
    Rule 2. Give your audience what they need to achieve their goal.
    Rule 3.  Help your audience tell the world about your story.
    http://blog.prnewswire.com/2011/03/28/storytelling-rules-writing-better-press-releases/
  • Dogeared page #3:
    User as Hero
    http://www.flickr.com/photos/functoruser/244207662/lightbox/
  • Stories
    and us
  • Erin Kissane, “The Elements
    of Content Strategy”

    For anyone who communicates as a profession, stories are the ultimate hack.
  • Tell Them a Story

    1) A prophet was not without honor, save in his own country, and in his own house and 2) parables increased understanding.…I still have the charts and graphs, but accompanying them now are the stories.
    http://case.typepad.com/case_social_media/2011/03/tellthemastory.html
  • Many stories have morals.
  • Many stories have morals.
    Our stories require purpose.
  • Many stories have morals.
    Our stories require purpose.
    (Some may call this “strategy.”)
  • (Pro tip: A brand is just a $5 word for a story)
  • Storytelling and
    Branding

    Employees must believe and ‘own’ the story as they will ultimately be the ones to represent the company's brand values.
    Successful advertising delivers meaningful messages about the brand, often in sequence, taking the message’s recipients on a journey.
  • Storytelling and
    Branding

    There is a constant need to adapt a story in a fast-paced society where change is inevitable. 
    A successful brand character can adopt human qualities that allow it to engage with an audience on an emotional level. 
    http://www.the-storytellers.com/blog/217
  • http://www.flickr.com/photos/functoruser/244207662/lightbox/
  • The Art of Immersion: The Star Wars Generation

    If you’re going to tell stories beyond what you see in the films, the minute they contradict each other your house falls apart. If you kill off a character and then try to revive him, it’s going to be bogus.
    http://www.wired.com/epicenter/2011/03/star-wars-generation/all/1
  • http://www.flickr.com/photos/functoruser/244207662/lightbox/
  • Dogeared page #4:
    Purpose
    http://www.flickr.com/photos/functoruser/244207662/lightbox/
  • Why We
    Matter
  • Ordinary people doing
    extraordinary things
  • http://www.flickr.com/photos/lenore-m/2515800654/
    • Empathy
    • Holistic approach
    • User as hero
    • Purpose
    http://www.flickr.com/photos/functoruser/244207662/lightbox/
  • Dr. Seuss, “The Lorax”

    Unless someone like you cares a whole awful lot, nothing is going to get better. It's not.
    (h/t @epsteada)
  • Ant and shark 3/3
    Credit: @tsand’s daughter / @iceboxart
  • J.D. Salinger,
    “Seymour: An Introduction”

    Give me a story that just makes me unreasonably vigilant. Keep me up till five only because all your stars are out, and for no other reason.
  • J.D. Salinger,
    “Seymour: An Introduction”

    Give me a story that just makes me unreasonably vigilant. Keep me up till five only because all your stars are out, and for no other reason.
    Thank you.
    @radiofreegeorgy