OUR PRODUCT - HOW IT WORKS
Update

STRATEGY_2.jpg
KEY FINDINGS
AUDIENCE SIZE TENDS TO BE BIGGER THAN YOU WOULD
EXPECT

77 of whom
follow our
client

Denmark:
Eco-travel
Green travel

To...
YOUR AUDIENCE MAY NOT SHARE THE SAME INTERESTS AS
YOU

Only 74 individuals
share stories
across all
categories

Skills

CS...
PEOPLE BELONG TO MICRO-COMMUNITIES
FINAL THOUGHT
OUR PRODUCT - HOW IT WORKS
Update

STRATEGY_2.jpg
KEY FINDINGS
AUDIENCE SIZE TENDS TO BE BIGGER THAN YOU WOULD EXPECT

77 of whom
follow our
client

Denmark:
Eco-travel
Green travel

To...
YOUR AUDIENCE MAY NOT SHARE THE SAME INTERESTS AS YOU
Only 74 individuals
share stories
across all
categories

Skills

CSR...
PEOPLE BELONG TO MICRO-COMMUNITIES
FINAL THOUGHT
http://www.behindthebrands.org/
Behind the brands
•Launched in Feb with focus on lack of policies to address
gender inequality in supply chains
•Focus on ...
Race to the top
•Investors a key factor in achieving change
•33 major investors, representing $1tn in
assets called on com...
SIGN THIS
PETITION
& SHARE

http://www.behindthebrands.org
WHAT YOU
CAN DO

Share
graphics
Lessons?
Engage

• Better to engage activists and NGOs to help shape agenda
• Distinguish between types of campaigns – opp...
Movement
Storytelling
JUSTIN STOKES | PURPOSE.COM | NOVEMBER 19, 2013

Thursday, November 14, 13
Storytelling for Social Change

1.THE NARRATIVE ARC

2.PERSONAL STORIES

3.PUBLIC STORYTELLERS

2

Thursday, November 14, ...
Why are stories important to movement-building?
1.INFORMATION OVERLOAD. People are swamped with messages and information. ...
TO MOBILISE PEOPLE,
YOU NEED A NARRATIVE

4
Thursday, November 14, 13
What is the difference between a narrative and a story?
1.NARRATIVE IS THE BIG PICTURE. The terms are sometimes used inter...
PERSONAL STORIES INSPIRE...
AND MAKE IT REAL

6
Thursday, November 14, 13
Meu Rio: School Campaign

7

Thursday, November 14, 13
8

Thursday, November 14, 13
PUBLIC STORYTELLERS STILL SHAPE
MAINSTREAM PERCEPTIONS

9
Thursday, November 14, 13
View Video at:

http:/
/youtu.be/NaTl8SjQEqw
Thursday, November 14, 13
Thursday, November 14, 13
ACLU Action: Cam & Mitch Get Hitched
IMPACT
Earned Media. From Frank Bruni’s New York Times op-ed to coverage in
Bloomberg...
Sometimes narratives define history

13
Thursday, November 14, 13
Seeing the bigger picture
Rachel Depree, Senior Manager, Engagement
November 2013
3
5
Seeing the bigger picture
Sky’s approach to building a sustainable business
Summary Report 2013

6
sky.com/biggerpicture
@SkyBiggerPic

7
Tools for Engagement: Social Media, Storytelling, Interactive Design and More
Tools for Engagement: Social Media, Storytelling, Interactive Design and More
Tools for Engagement: Social Media, Storytelling, Interactive Design and More
Tools for Engagement: Social Media, Storytelling, Interactive Design and More
Tools for Engagement: Social Media, Storytelling, Interactive Design and More
Tools for Engagement: Social Media, Storytelling, Interactive Design and More
Tools for Engagement: Social Media, Storytelling, Interactive Design and More
Tools for Engagement: Social Media, Storytelling, Interactive Design and More
Tools for Engagement: Social Media, Storytelling, Interactive Design and More
Tools for Engagement: Social Media, Storytelling, Interactive Design and More
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Tools for Engagement: Social Media, Storytelling, Interactive Design and More

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These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit www.sustainablebrands.com/digital_learning/communications/tools-engagement-social-media-storytelling-interactive-design-more

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Tools for Engagement: Social Media, Storytelling, Interactive Design and More

  1. 1. OUR PRODUCT - HOW IT WORKS Update STRATEGY_2.jpg
  2. 2. KEY FINDINGS
  3. 3. AUDIENCE SIZE TENDS TO BE BIGGER THAN YOU WOULD EXPECT 77 of whom follow our client Denmark: Eco-travel Green travel Total unique audience size is 17k
  4. 4. YOUR AUDIENCE MAY NOT SHARE THE SAME INTERESTS AS YOU Only 74 individuals share stories across all categories Skills CSR Environment Media Total unique audience size is 205,170
  5. 5. PEOPLE BELONG TO MICRO-COMMUNITIES
  6. 6. FINAL THOUGHT
  7. 7. OUR PRODUCT - HOW IT WORKS Update STRATEGY_2.jpg
  8. 8. KEY FINDINGS
  9. 9. AUDIENCE SIZE TENDS TO BE BIGGER THAN YOU WOULD EXPECT 77 of whom follow our client Denmark: Eco-travel Green travel Total unique audience size is 17k
  10. 10. YOUR AUDIENCE MAY NOT SHARE THE SAME INTERESTS AS YOU Only 74 individuals share stories across all categories Skills CSR Environment Media Total unique audience size is 205,170
  11. 11. PEOPLE BELONG TO MICRO-COMMUNITIES
  12. 12. FINAL THOUGHT
  13. 13. http://www.behindthebrands.org/
  14. 14. Behind the brands •Launched in Feb with focus on lack of policies to address gender inequality in supply chains •Focus on 3 chocolate companies: Nestle, Mars and Mondelez •Each committed to investing into understanding barriers faced by women farmers and develop plans to address these •Each committed to the UN Women’s Empowerment Principles
  15. 15. Race to the top •Investors a key factor in achieving change •33 major investors, representing $1tn in assets called on companies to improve • Tone = critical friend to trigger race to top • Encouraged by the progress but long way to go to address tough issues like land rights and gender inequality
  16. 16. SIGN THIS PETITION & SHARE http://www.behindthebrands.org
  17. 17. WHAT YOU CAN DO Share graphics
  18. 18. Lessons? Engage • Better to engage activists and NGOs to help shape agenda • Distinguish between types of campaigns – opportunity for positive communications? Focus on Impact • Focus where you have greatest impact and influence Be Open • Be transparent about your business and challenges • Everyone has issues, showing you know them is a positive Show Leadership Rights is the new black Voice is the next black • Be ahead of the curve, where are consumers, government and society heading? • Can you shape the agenda and stay ahead of it? • If you’re not communicating that you embrace rights, you’re behind the curve • Giving voice to the marginalised is the best way to show you’re responsible • Who do you impact that is powerless and lacks voice (e.g. temporary workers, women smallholders, communities without land rights)
  19. 19. Movement Storytelling JUSTIN STOKES | PURPOSE.COM | NOVEMBER 19, 2013 Thursday, November 14, 13
  20. 20. Storytelling for Social Change 1.THE NARRATIVE ARC 2.PERSONAL STORIES 3.PUBLIC STORYTELLERS 2 Thursday, November 14, 13
  21. 21. Why are stories important to movement-building? 1.INFORMATION OVERLOAD. People are swamped with messages and information. Little of it sticks, no matter how powerful. What stays with people are the stories. 2.STORIES TRANSCEND FACTS AND ISSUES. Campaigns often fail to get traction because they don’t go beyond facts and logic, which only engages a limited audience. 3.EMOTIONAL CONNECTION. Stories bypass our rational, critical thinking and establish a more powerful emotional resonance that can reach a much larger number of people and can spread virally. 4.A LARGER NARRATIVE. Stories are the route in to a larger narrative. Narratives transcends individual stories but give a larger meaning to their specific, local context. They evoke bigger issues of purpose, meaning and our dreams and aspirations. That’s what we mean by creating a narrative. 3 Thursday, November 14, 13
  22. 22. TO MOBILISE PEOPLE, YOU NEED A NARRATIVE 4 Thursday, November 14, 13
  23. 23. What is the difference between a narrative and a story? 1.NARRATIVE IS THE BIG PICTURE. The terms are sometimes used interchangeably, but we use the term ‘narrative’ to describe the bigger picture: the overall worldview of a brand, community or movement. 2.MANY STORIES, ONE NARRATIVE. Lots of stories can take place within a narrative – depicting different aspects of the larger narrative. 3.NARRATIVES ANSWER KEY QUESTIONS. Stories can take many shapes and each individual story doesn’t need to be complete to be powerful. But a narrative should answer basic questions like why an issue is important, who are the good guys and the bad guys, why now is important, what needs to be done and what role we can play. 4.NARRATIVES SHOULD BE CONSISTENT. Narratives can develop, but they should stay broadly consistent because it takes time for people to hear, absorb and understand a narrative. 5 Thursday, November 14, 13
  24. 24. PERSONAL STORIES INSPIRE... AND MAKE IT REAL 6 Thursday, November 14, 13
  25. 25. Meu Rio: School Campaign 7 Thursday, November 14, 13
  26. 26. 8 Thursday, November 14, 13
  27. 27. PUBLIC STORYTELLERS STILL SHAPE MAINSTREAM PERCEPTIONS 9 Thursday, November 14, 13
  28. 28. View Video at: http:/ /youtu.be/NaTl8SjQEqw Thursday, November 14, 13
  29. 29. Thursday, November 14, 13
  30. 30. ACLU Action: Cam & Mitch Get Hitched IMPACT Earned Media. From Frank Bruni’s New York Times op-ed to coverage in Bloomberg, NPR and Huffington Post, the campaign did extremely well with major media outlets. The campaign also received exposure in non-traditional ACLU media sources, such as Hollywood Reporter and Entertainment Weekly. These gave the ACLU visibility beyond its traditional audience. Social Media. Purpose capitalized on the traction that the campaign had with a celebrity audience through social media: Russell Simmons tweeted about the campaign to his following of 2.7 million; Steve Levitan, the show’s co-creator, also picked up on the buzz and tweeted a link to our petition with a “wow”; Jesse Tyler Ferguson, who plays Mitch on the show, also enthusiastically picked up on our campaign (he even put the creative image on his personal Instagram). Cam & Mitch got engaged in a September 2013 episode of Modern Family 12 Thursday, November 14, 13
  31. 31. Sometimes narratives define history 13 Thursday, November 14, 13
  32. 32. Seeing the bigger picture Rachel Depree, Senior Manager, Engagement November 2013
  33. 33. 3
  34. 34. 5
  35. 35. Seeing the bigger picture Sky’s approach to building a sustainable business Summary Report 2013 6
  36. 36. sky.com/biggerpicture @SkyBiggerPic 7

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