for social media
    Gavin Heaton
www.servantofchaos.com
In a village in Staffordshire,
                                                        UK in 2001 ...




http://www.flick...
A girl wrote a message on a
                                                       red, helium balloon




http://www.flic...
“Please return to
                                                        Laura Buxton”




http://www.flickr.com/photos/2...
Where would
                                                        this balloon
                                         ...
Perhaps it would
                                                       be caught in a tree

http://www.flickr.com/photos/...
A man found it in
      his hedge. 140 miles
      away in Wiltshire

http://www.flickr.com/photos/91442554@N00/4085608359/
He was worried that
                                                        his cows might eat
                           ...
Her name ...


                                       Laura
                                       Buxton




http://www.f...
The balloon had
travelled over 140
miles from one
Laura Buxton to
another Laura
Buxton
http://www.flickr.com/photos/99059891@N00/2493593844/
Laura sent Laura a letter,
        suggesting they should
        meet




http://www.flickr.com/photos/zappowbang/2048577...
When they got together,
     they were surprised at how
     similar they looked




http://www.flickr.com/photos/14421410...
They styled their brown
                               hair the same way, wore
                               pink jumpers...
And they had each
     brought along a pet
     guinea pig




http://www.flickr.com/photos/51035651615@N01/491178010/
Waiting at home, they
    each had three year old
    black labradors


http://www.flickr.com/photos/47264866@N00/28673231...
And a bunny




http://www.flickr.com/photos/60509459@N00/3702920470/
Years later they remain firm friends

http://www.flickr.com/photos/28509342@N03/3824705562/
I’m sure you’ll agree that this is an




                                            STORY
                              ...
Told with microscopic focus




http://www.flickr.com/photos/41308227@N00/1953619977/
Facts that don’t support the
      coincidences are ignored in
      an effort to create patterns




http://www.flickr.co...
Our brain is seeking a pattern that we
    can recognise and respond to




http://www.flickr.com/photos/darwinbell/399971...
Each time a pattern is recognised,
     dopamine is released - the chemical
     trigger that produces a sense of
     rew...
As readers, as listeners, as people
                                                    engaged with the story, we are bei...
Connections and revelations – this is
                      the world of social media.

                      A world that...
http://www.flickr.com/photos/28509342@N03/3824705562/
We need to remember we
     are talking about SOCIAL
     media




http://www.flickr.com/photos/28509342@N03/3824705562/
User                                 User                      User
    generated                          generated      ...
And that’s about building affinity
                                                    before relationship (as a child doe...
P -- for Power
    Demanding of attention
    Testing limits (boundaries around
    behaviour, responsibility etc)
    Con...
It’s about creating the
                                                       coincidences that lead to an
              ...
Something that you can share
     with the players in your
     personal playground


http://www.flickr.com/photos/duchamp...
http://www.flickr.com/photos/a_mason/19189771/
Storytelling for social media
Upcoming SlideShare
Loading in...5
×

Storytelling for social media

5,948

Published on

How do you consistently engage your audience? How do you tell a compelling story? This presentation shows, through the P-L-A-Y framework, just how you can make your stories move through social networks

Published in: Business
0 Comments
14 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
5,948
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
97
Comments
0
Likes
14
Embeds 0
No embeds

No notes for slide

Storytelling for social media

  1. 1. for social media Gavin Heaton www.servantofchaos.com
  2. 2. In a village in Staffordshire, UK in 2001 ... http://www.flickr.com/photos/45086087@N00/3357404284/
  3. 3. A girl wrote a message on a red, helium balloon http://www.flickr.com/photos/65032901@N00/322973662/
  4. 4. “Please return to Laura Buxton” http://www.flickr.com/photos/28509342@N03/3824705562/
  5. 5. Where would this balloon land? In a lake? http://www.flickr.com/photos/32558319@N03/3910059222/
  6. 6. Perhaps it would be caught in a tree http://www.flickr.com/photos/91442554@N00/300308378/
  7. 7. A man found it in his hedge. 140 miles away in Wiltshire http://www.flickr.com/photos/91442554@N00/4085608359/
  8. 8. He was worried that his cows might eat the balloon and choke on it ... He read the message and took the balloon to the 10 year old girl next door http://www.flickr.com/photos/66164549@N00/2574931629/
  9. 9. Her name ... Laura Buxton http://www.flickr.com/photos/77316550@N00/3996458681/
  10. 10. The balloon had travelled over 140 miles from one Laura Buxton to another Laura Buxton
  11. 11. http://www.flickr.com/photos/99059891@N00/2493593844/
  12. 12. Laura sent Laura a letter, suggesting they should meet http://www.flickr.com/photos/zappowbang/2048577203/in/photostream/
  13. 13. When they got together, they were surprised at how similar they looked http://www.flickr.com/photos/14421410@N03/4223958425/
  14. 14. They styled their brown hair the same way, wore pink jumpers and jeans http://www.flickr.com/photos/alicerosen/3913136038/in/photostream/
  15. 15. And they had each brought along a pet guinea pig http://www.flickr.com/photos/51035651615@N01/491178010/
  16. 16. Waiting at home, they each had three year old black labradors http://www.flickr.com/photos/47264866@N00/2867323120/
  17. 17. And a bunny http://www.flickr.com/photos/60509459@N00/3702920470/
  18. 18. Years later they remain firm friends http://www.flickr.com/photos/28509342@N03/3824705562/
  19. 19. I’m sure you’ll agree that this is an STORY ... and it is! http://www.flickr.com/photos/70534377@N00/3722764423/
  20. 20. Told with microscopic focus http://www.flickr.com/photos/41308227@N00/1953619977/
  21. 21. Facts that don’t support the coincidences are ignored in an effort to create patterns http://www.flickr.com/photos/25716821@N04/3729772126/
  22. 22. Our brain is seeking a pattern that we can recognise and respond to http://www.flickr.com/photos/darwinbell/3999719025/
  23. 23. Each time a pattern is recognised, dopamine is released - the chemical trigger that produces a sense of reward and pleasure http://www.flickr.com/photos/31142611@N00/15002021/
  24. 24. As readers, as listeners, as people engaged with the story, we are being pulled further into the story with each new revelation http://www.flickr.com/photos/60589653@N00/3894628344/
  25. 25. Connections and revelations – this is the world of social media. A world that is brim full of coincidence, happenstance and other wonderful words http://www.flickr.com/photos/hortensia/190375624/
  26. 26. http://www.flickr.com/photos/28509342@N03/3824705562/
  27. 27. We need to remember we are talking about SOCIAL media http://www.flickr.com/photos/28509342@N03/3824705562/
  28. 28. User User User generated generated generated content filtering distribution User generated context http://www.servantofchaos.com/2010/02/simple-social-media.html
  29. 29. And that’s about building affinity before relationship (as a child does). It’s about P-L-A-Y. http://www.flickr.com/photos/eschipul/4239849264/
  30. 30. P -- for Power Demanding of attention Testing limits (boundaries around behaviour, responsibility etc) Controlling the controllable Belonging L -- for learning and curiosity Skills development Negotiation A -- for adventure Exploring an ever changing world Actively making the world a better place Y -- the yelp of surprise and delight Recognition and reward Self expression http://www.flickr.com/photos/28509342@N03/3824705562/
  31. 31. It’s about creating the coincidences that lead to an emotional connection http://www.flickr.com/photos/65032901@N00/322973662/
  32. 32. Something that you can share with the players in your personal playground http://www.flickr.com/photos/duchamp/90520897/
  33. 33. http://www.flickr.com/photos/a_mason/19189771/

×