Fascinate Your Audience withDigital Storytelling<br /> @DonnaPapacosta<br />
Have you heard this story?<br />2<br />
	Why	do we remember it?	<br />It’s simple <br />It’s unexpected<br />It’s credible<br />It taps into our emotions<br />It’...
4<br />
5<br />
“Storytelling is fundamental to the human search for meaning.”<br /> –  Mary Catherine Bateson, <br />American writer and ...
7<br />
Stories and the brain<br />Research by psychologist Dr. Norman Holland says:<br />Brain chemicals change when we are influ...
	Left brain<br />Logical<br />Rational<br />Analytical<br />Objective<br />Looks at parts<br />9<br />
Right brain<br />Random<br />Intuitive<br />Holistic<br />Synthesizing<br />Subjective<br />Looks at wholes<br />10<br />
Right brain<br />Interacts with the limbic or emotional brain <br />Where “aha” moments and gut reactions happen<br />11<b...
“Let me tell you a story”<br />12<br />
13<br />
Blah, blah, blah<br />Type too small to read, too small to read, too small to read, too small to read, too small to read, ...
Digital storytelling<br />18<br />
19<br />
Believability crisis<br />“Affinity has become the new secret weapon — we believe in people and companies that we like.”<b...
Difference between example and story?<br />21<br />
Difference between example and story?<br />EMOTION<br />22<br />
Why stories in business?<br />We are drowning in information but crave meaning<br />Stories cut through the noise<br />Sto...
Guy Kawasaki in Enchantment<br />“People don’t want more information. They are up to their eyeballs in information. They w...
Annette Simmons in The Story Factor<br />“Whoever tells the best story wins.”<br />25<br />
“Scratch the surface in a typical boardroom and we’re all just cavemen with briefcases, hungry for a wise person to tell u...
Your brand is a good story, well told.<br />In PR, need to rise above the noise.<br />That’s the new normal.<br />27<br />
PR is a form of classic storytelling<br />Take your audience on a hero’s journey through trials and tribulations.<br />28<...
Why tell a story? <br />Case study that spurs sales<br />News release that gets wide pickup<br />Blog post that attracts c...
Story vs. non-story<br />Jim Balsillie of RIM on an analyst conference call: “We have just really an outstanding set of ne...
Story vs. non-story<br />Jim Balsillie of RIM on an analyst conference call: “We have just really an outstanding set of ne...
Story vs. non-story<br />Jim Balsillie of RIM on an analyst conference call: “We have just really an outstanding set of ne...
WHAT???<br />33<br />
Domino’s Pizza Turnaround<br />34<br />
Storytelling tips for PR<br />Be conversational, not stiff and boring<br />Create drama by showing contrast between old an...
Don’t do this<br />36<br />
TSA video #FAIL<br />Weird gestures<br />No visuals!<br />No narrative or story<br />Stilted language<br />37<br />
Six deadly sins of stories<br />38<br />No conflict; nothing happens<br />Telling, not showing<br />Use of jargon<br />No ...
Not just about you; LISTEN to be a good storyteller<br />39<br />
PSA storytelling<br />40<br />
“Brand journalism” at Boeing<br />41<br />
42<br />
Keys to story success<br />Lead from the heart<br />“What’s in it for them”<br />Add element of suspense and surprise<br />
44<br />
Practical storytelling considerations	<br />Powerful headline<br />Brief as possible<br />Solves problem, adds value<br />...
What about technical stories?<br />Keep story simple<br />What’s in it for them?<br />Write/speak visually<br />Always be ...
47<br />
They sell solder paste!<br />“Obsessed with Solder Paste”<br />Increased leads six-fold <br />73 blogs by 17 authors, most...
Real people in the stories<br />49<br />
Where to find stories<br />Conversations with customers, employees about your products or services<br />How did your organ...
Stories from leaders<br />Humility is essential for credibility<br />Emotion pulls people in<br />Admit the negative and h...
53<br />
Stories from leaders<br />Perfect human beings are not interesting<br />Imperfections are<br />54<br />
Underdog stories<br />55<br />
Robin Li<br />56<br />
Oprah Winfrey<br />57<br />
Digital storytelling<br />58<br />
In person, text, audio or video?<br />Face-to-face great – when possible<br />Audio is intimate <br />Video is illustrativ...
Audio: Theatre of the mind<br />60<br />
Audio: Theatre of the mind<br />61<br />
Audio tips<br />Be sure there’s a story<br />Use proper gear to get good sound<br />Edit out unneeded bits<br />Put your f...
For audio and video productions<br />Pick the right storyteller<br />Choose the most appropriate medium<br />Keep it short...
No need to break the budget<br />Try screencastswith narration<br />Remember audio costs less than video<br />Use a smartp...
65<br />
Clare Muireann Murphy<br />66<br />
Action steps<br />When is your next storytelling opportunity?<br />Look for stories everywhere!<br />How do you want peopl...
Recommended reading<br />Tell to Win: Connect, Persuade and Triumph with the Hidden Power of Story, by Peter Guber<br />Th...
Please keep in touch<br />DONNA PAPACOSTA<br />Email: donna@trafcom.com<br />Phone: 905.844.7645<br />Web: trafcom.com<br ...
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Digital Storytelling at IABC world conference

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Donna Papacosta's presentation on Digital Storytelling at the IABC world conference in San Diego, California, in June 2011. Audio is available here: http://traffic.libsyn.com/trafcom/Papacosta-IABC11.mp3

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  • Tell kidney/bathtub story. Why is it so memorable?
  • Made to Stick, by Chip and Dan Heath
  • Think of a good story you’ve heard in the last few months or years.Now think of a couple of good statistics you’ve heard in the last few weeks.
  • For 190,000 years that humans have been on earth, they’ve learned the most important information, from survival skills, culture, religion,and so on, through stories.
  • In my research, I’ve come across fascinating insights – some people think that humans are hard-wired, in our brains, for storytelling. Cave paintings.
  • Our brains are hard-wired for stories
  • Scientific basis for stories
  • Research tells us that decisions are based more on feelings than rational thinking. At this opening keynote, Jonah Lehrer showed us how the brain makes decisions.
  • According to Dr. Holland, How do you react when someone says that?Psychologically, we are not expected to act; we relaxStories tap a trigger in the brain that says “drop your rational objections and just let the story wash over you.”Do we agree about stories.
  • So why are we boring people so much?
  • Data, data, data
  • How many times a week does someone send you at DECK. 40 slides of data and you have to figure out what it means
  • Unhappy communicator saying NO ONE is reading, NO ONE is listening, NO ONE IS PAYING ATTENTION to our messaging
  • Business goals not accomplished because our comms are not supporting these goals
  • The medium is secondary – face to face, text, audio, video, in person
  • When someone connects with you through a story, they make a decision that you are just like them.
  • Business reasons to use stories – not just because we LIKE stories.
  • Not winning if you are drowning people in data.
  • Kay is known for coining the phrase: “The best way to predict the future is to invent it.”
  • Do you think the typical reporter wants a STORY from you or just more data?
  • Of course whatever this communication piece is, it fits in with a wider strategy and goal; has to meet the goal
  • Now let’s look at a brand story well told.
  • Now look at this example and compare it to the statement from the RIM guy
  • Telling a good story is almost like sharing a mini-documentary of what you&apos;ve seen so that others can experience it too.
  • Bad TSA video
  • Last point – using video when you shouldn’t, for example
  • What’s in it for them – listen to your audience
  • How about THIS public service announcement? Drunk Valet video from Brazil; sponsored by a bar and restaurant. Not your typical “don’t drink and drive” message. Uses humour and the unexpected.
  • $64 billion company using stories about people. More like news reports than traditional press releases. Videos, pictures, text. Easy to link to in social media too.
  • Stories from inside their refrigerated hanger, minus 65 degrees. Showed an aborted takeoff and what it did to the tires.
  • Boeing and Indium stories effective
  • The Power of Words: element of surprise! Don’t you want to know what she wrote on the sign? Suspense and surprise
  • When a primitive man ran into a tiger, he didn’t ask, how many teeth does does the tiger have. He asked, will it eat me? should I run? The big picture before the details.
  • Social marketing for the biz customer from ericschwartzman and paulgillin. Not just videos. Storytelling in a blog
  • No excuse for not being able to tell a story! Found this example in Eric Schwartzman and Paul Gillin book – Social Marketing to the Business Customer
  • It was about people; stories were written like magazine stories. Not a boring.My experience on USS Midway – stories from sailors, not just narration of facts and figures.
  • Don’t tell us your company history unless it’s interesting
  • When leader tells story, important to show humanity. Perhaps reveal challenges where he could have done better.
  • Example of telling story to daughter in job search
  • Founder of China’s largest search engine; said to be China’s richest man
  • Rose from sexually abused impoverished child to one of the world’s most successful media personalities.
  • The medium is secondary – text, audio, video, in person
  • You may be trying to decide how to tell .Earbuds – intimacy. No one best way but be conscious of choice of medium.
  • Learn from podcasters like PW Fenton of Digital Flotsam. File is 2 minutes
  • Learn from podcasters like PW Fenton of Digital Flotsam. File is 2 minutes. Goosebumps.
  • For video, sound is more important than you think.
  • Screen casts LOOK like video
  • Infographics are big now but they are being abused in some cases, with so much INFO and not enough STORY
  • I would like to close with a sweet story.
  • Digital Storytelling at IABC world conference

    1. 1. Fascinate Your Audience withDigital Storytelling<br /> @DonnaPapacosta<br />
    2. 2. Have you heard this story?<br />2<br />
    3. 3. Why do we remember it? <br />It’s simple <br />It’s unexpected<br />It’s credible<br />It taps into our emotions<br />It’s a story <br />3<br />
    4. 4. 4<br />
    5. 5. 5<br />
    6. 6. “Storytelling is fundamental to the human search for meaning.”<br /> – Mary Catherine Bateson, <br />American writer and cultural anthropologist<br />
    7. 7. 7<br />
    8. 8. Stories and the brain<br />Research by psychologist Dr. Norman Holland says:<br />Brain chemicals change when we are influenced by compelling narrative<br />Neurological evidence says brains organize experience in narrative sequence<br />We respond emotionally and intellectually to narrative vs. statements of fact<br />8<br />
    9. 9. Left brain<br />Logical<br />Rational<br />Analytical<br />Objective<br />Looks at parts<br />9<br />
    10. 10. Right brain<br />Random<br />Intuitive<br />Holistic<br />Synthesizing<br />Subjective<br />Looks at wholes<br />10<br />
    11. 11. Right brain<br />Interacts with the limbic or emotional brain <br />Where “aha” moments and gut reactions happen<br />11<br />
    12. 12. “Let me tell you a story”<br />12<br />
    13. 13. 13<br />
    14. 14.
    15. 15. Blah, blah, blah<br />Type too small to read, too small to read, too small to read, too small to read, too small to read, too small to read,<br />Information that’s not interesting, too small to read, too small to read, too small to read, too small to read<br />Too much on the slide<br />Boring , too small to read, too small to read, too small to read, too small to read, too small to read, too small to read<br />Boring <br />Boring<br />Can I fit more on this slide?<br />Type too small to read<br />Information that’s not interesting, too small to read, too small to read, too small to read, too small to read, too small to read<br />Too much on the slide<br />Boring<br />Boring <br />Boring<br />Can I fit more on this slide?<br />Information that’s not interesting<br />Too much on the slide<br />Boring<br />Boring <br />Boring<br />Can I fit more on this slide?<br />Maybe I can read it for them too<br />15<br />
    16. 16.
    17. 17.
    18. 18. Digital storytelling<br />18<br />
    19. 19. 19<br />
    20. 20. Believability crisis<br />“Affinity has become the new secret weapon — we believe in people and companies that we like.”<br />“To be believable, we must be simple, human, honest and emotional.”<br /> – Ogilvy SVP of Global Strategy & Marketing RohitBhargava<br />20<br />
    21. 21. Difference between example and story?<br />21<br />
    22. 22. Difference between example and story?<br />EMOTION<br />22<br />
    23. 23. Why stories in business?<br />We are drowning in information but crave meaning<br />Stories cut through the noise<br />Stories feel real, compared to abstract concepts<br />Stories capture people on an emotional level<br />People forget facts but remember stories<br />23<br />
    24. 24. Guy Kawasaki in Enchantment<br />“People don’t want more information. They are up to their eyeballs in information. They want faith. Faith in you, your goals, your success, in the story you tell.”<br />24<br />
    25. 25. Annette Simmons in The Story Factor<br />“Whoever tells the best story wins.”<br />25<br />
    26. 26. “Scratch the surface in a typical boardroom and we’re all just cavemen with briefcases, hungry for a wise person to tell us stories.”<br /> – Alan Kay, American computer scientist<br />26<br />
    27. 27. Your brand is a good story, well told.<br />In PR, need to rise above the noise.<br />That’s the new normal.<br />27<br />
    28. 28. PR is a form of classic storytelling<br />Take your audience on a hero’s journey through trials and tribulations.<br />28<br />
    29. 29. Why tell a story? <br />Case study that spurs sales<br />News release that gets wide pickup<br />Blog post that attracts comments and links<br />Video that wins views; maybe goes viral<br />Podcast that grabs audience share<br />Internal news that employees ACT on<br />Presentation that inspires and motivates<br />
    30. 30. Story vs. non-story<br />Jim Balsillie of RIM on an analyst conference call: “We have just really an outstanding set of new product introductions which is cutting over new architectures. <br />30<br />
    31. 31. Story vs. non-story<br />Jim Balsillie of RIM on an analyst conference call: “We have just really an outstanding set of new product introduction which is cutting over new architectures. And the capabilities of these, we haven’t talked about, but it’s a major, major set up. So we’re cutting over…<br />31<br />
    32. 32. Story vs. non-story<br />Jim Balsillie of RIM on an analyst conference call: “We have just really an outstanding set of new product introduction which is cutting over new architectures. And the capabilities of these, we haven’t talked about, but it’s a major, major set up. So we’re cutting over…So we’re cutting over to the new platform.. And it’s a heavy cutting over time.”<br />32<br />
    33. 33. WHAT???<br />33<br />
    34. 34. Domino’s Pizza Turnaround<br />34<br />
    35. 35. Storytelling tips for PR<br />Be conversational, not stiff and boring<br />Create drama by showing contrast between old and new (what was vs. what is)<br />Use anecdotes, emotion<br />35<br />
    36. 36. Don’t do this<br />36<br />
    37. 37. TSA video #FAIL<br />Weird gestures<br />No visuals!<br />No narrative or story<br />Stilted language<br />37<br />
    38. 38. Six deadly sins of stories<br />38<br />No conflict; nothing happens<br />Telling, not showing<br />Use of jargon<br />No real people<br />Fake<br />Choosing wrong medium<br />
    39. 39. Not just about you; LISTEN to be a good storyteller<br />39<br />
    40. 40. PSA storytelling<br />40<br />
    41. 41. “Brand journalism” at Boeing<br />41<br />
    42. 42. 42<br />
    43. 43. Keys to story success<br />Lead from the heart<br />“What’s in it for them”<br />Add element of suspense and surprise<br />
    44. 44. 44<br />
    45. 45. Practical storytelling considerations <br />Powerful headline<br />Brief as possible<br />Solves problem, adds value<br />Entertains or enlightens<br />If text: easy on the eyes<br />45<br />
    46. 46. What about technical stories?<br />Keep story simple<br />What’s in it for them?<br />Write/speak visually<br />Always be human<br />
    47. 47. 47<br />
    48. 48. They sell solder paste!<br />“Obsessed with Solder Paste”<br />Increased leads six-fold <br />73 blogs by 17 authors, mostly engineers<br />Relevant storytelling <br />48<br />
    49. 49. Real people in the stories<br />49<br />
    50. 50. Where to find stories<br />Conversations with customers, employees about your products or services<br />How did your organization overcome something?<br />50<br />
    51. 51.
    52. 52. Stories from leaders<br />Humility is essential for credibility<br />Emotion pulls people in<br />Admit the negative and how you overcame it<br />No jargon or B.S. please<br />Above all, be authentic<br />People learn more from your mistakes than your successes<br />52<br />
    53. 53. 53<br />
    54. 54. Stories from leaders<br />Perfect human beings are not interesting<br />Imperfections are<br />54<br />
    55. 55. Underdog stories<br />55<br />
    56. 56. Robin Li<br />56<br />
    57. 57. Oprah Winfrey<br />57<br />
    58. 58. Digital storytelling<br />58<br />
    59. 59. In person, text, audio or video?<br />Face-to-face great – when possible<br />Audio is intimate <br />Video is illustrative<br />Text is faster to consume than audio or video and simpler to produce<br />59<br />
    60. 60. Audio: Theatre of the mind<br />60<br />
    61. 61. Audio: Theatre of the mind<br />61<br />
    62. 62. Audio tips<br />Be sure there’s a story<br />Use proper gear to get good sound<br />Edit out unneeded bits<br />Put your file in an accessible format<br />62<br />
    63. 63. For audio and video productions<br />Pick the right storyteller<br />Choose the most appropriate medium<br />Keep it short<br />Use visuals if they help tell the story<br />Sound is important in video!<br />No more shaky videos; use a tripod <br />
    64. 64. No need to break the budget<br />Try screencastswith narration<br />Remember audio costs less than video<br />Use a smartphoneor low-cost camera<br />
    65. 65. 65<br />
    66. 66. Clare Muireann Murphy<br />66<br />
    67. 67. Action steps<br />When is your next storytelling opportunity?<br />Look for stories everywhere!<br />How do you want people to feel?<br />Can you think of ways to add emotion to examples?<br />
    68. 68. Recommended reading<br />Tell to Win: Connect, Persuade and Triumph with the Hidden Power of Story, by Peter Guber<br />The Story Factor: Inspiration, Influence, and Persuasion Through the Art of Storytelling, by Annette Simmons<br />The Leader's Guide to Storytelling: Mastering the Art and Discipline of Business Narrative, by Stephen Denning<br />Made to Stick, by Chip and Dan Heath<br />68<br />
    69. 69. Please keep in touch<br />DONNA PAPACOSTA<br />Email: donna@trafcom.com<br />Phone: 905.844.7645<br />Web: trafcom.com<br />Twitter: @donnapapacosta<br />

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