Edgar & the story behind the story

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This is the keynote I gave at the international conference on HCI in Maribor, Slovenia in June 2013.

It was about the power of stories and about how to use them to establish better connection with your users/clients.

The second part was about our project Edgar, that is empowering craftsmen and SMEs by giving them a tool to create visually compelling stories.

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Edgar & the story behind the story

  1. 1. edgar & the story behind the story as told by Damjan Obal
  2. 2. Hello, I’m Damjan
  3. 3. I will tell you the story about: 1. What makes a story 2. Hero’s journey 3. The power of stories 4. Stories for business & you 5. Edgar, the storyteller 6. Take away
  4. 4. Stories are not for children-only! No, really.
  5. 5. Storytelling 101 Five elements of a story: setting, plot, characters, conflict and theme
  6. 6. Photo by: http://www.flickr.com/photos/madelynnholmes/
  7. 7. Setting: Cottage in the woods... Plot:Hansel&Gretelhaveoutwittheevilwitch Characters: Hansel, Gretel, the Witch Conflict: Good vs. Evil Theme: Famine, outwitting the enemy Photo by: http://www.flickr.com/photos/madelynnholmes/
  8. 8. What really matters: storyteller, content and audience
  9. 9. Content. Is king. Photo by: http://ingridsnotes.wordpress.com moral
  10. 10. The audience Photo by: http://www.flickr.com/photos/seandreilinger/
  11. 11. Storyteller: my mom Content: the scary story about the evil witch. Ifyoudon’tbehavethewitchwilleatyoualive! So, don’t be greedy, Damjan! Audience: mini-me Photo by: http://www.flickr.com/photos/madelynnholmes/
  12. 12. Photo by: http://www.manmoth.co.uk
  13. 13. http://images5.fanpop.com
  14. 14. http://images5.fanpop.com Frodo is a nobody... Frodo gets a quest He meets a mentor (Gandalf) + secret stash He gets companions He faces powerful enemies He gets stronger He finishes the quest - saves the Middle Earth ... Frodo is a hero
  15. 15. The power of stories Stories boost imagination & creativity
  16. 16. Stories for businesses & you “We’ve gone from being exposed to about 500 brand messages a day back in the 1970s to as many as 5000 a day today.” #Yankelovich Consumer Research
  17. 17. Stories differentiate you from others & create added value & build engagement with your users
  18. 18. People have a basic need for storytelling. Good brands & products address it.
  19. 19. www.edgartells.me / @edgartells storytelling tool empowering craftsmen
  20. 20. the problem Drago the small craftsman VS.
  21. 21. the solution “About.me meets Tumblr for craftsmen“ #AngelHack jury Edgar helps SMEs and craftsmen that are not as internet-oriented, to create visual storylines of their products and engage with customers.
  22. 22. why now? “Craftsman on the rise“ #Wired #Guardian “Microbrewers and Craft Beer Makers Raising Millions and Millions of Dollars“ #247WallSt.com
  23. 23. why now? 800.000 craftsman, artists, makers 42 million unique visitors/ month 15 million products Curated catalog Sales up by nearly 300% in 2013
  24. 24. Won the AngelHack Berlin, accepted in the Accelerator in SF, invited to the TechCrunch Disrupt and… saved a couple of cheerleaders (the last one is a lie).
  25. 25. Now, forget about edgar and remember: Tell the story Offer an adventure to your users Offer rewards for succeeding + failing Tell the users the story about your values Your product as a story character (the more tech you are, the greater the need!)
  26. 26. www.edgartells.me / @edgartells damjan@blok-blok.com / @damjanobal

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