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Secrets of Effective Social Storytelling.

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Stories give context to data and facts. Significantly, stories create emotional connections between you and your audience that can last well beyond the initial contact. Learn how to uncover the stories you already have on hand, look at ways that storytelling can power a fundraising campaign or appeal, review social media tools to tell your story, understand how to make visuals work for your story, and understand the elements of great storytelling.

Published in: Social Media
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Secrets of Effective Social Storytelling.

  1. 1. Secrets of Effective Social Storytelling
  2. 2. 2 Former nonprofit executive director, program manager, director of outreach Deep passion for igniting change through digital engagement debra@communityorganizer20.com Digital Engagement Strategist About Debra Askanase
  3. 3. Today’s Workshop • Why stories resonate • Sharing Small Moment Stories using social media • Finding your organizational and project stories • Elements of a great story • Developing your own story
  4. 4. *Personal stories and gossip make up 65% of our daily conversations http://www.scientificamerican.com/article.cfm?id=the-secrets-of-storytelling All day long, we tell stories
  5. 5. We remember stories because we empathetically experience them http://lifehacker.com/5965703/the-science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains
  6. 6. Decoding Experiencing Read numbers, lists, text Read/hear stories Our brains process stories differently http://lifehacker.com/5965703/the-science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains
  7. 7. We remember stories because we empathetically experience them http://lifehacker.com/5965703/the-science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains
  8. 8. http://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/
  9. 9. * * Small Moment Stories All year long, leverage social media to share “Small Moment Stories”
  10. 10. It can be this simple
  11. 11. Instagram * Search Instagram with web.stagram.com
  12. 12. https://rally.org/starday
  13. 13. Stories about things http://sfballet.tumblr.com/
  14. 14. What is the focus? Check out Facebook.com/Humans OfNewYork
  15. 15. * * Elements of a Strong Story Long form or short, they all have similar elements
  16. 16. https://www.youtube.com/user/nonprofitvideoawards
  17. 17. • Simplifies a complex idea to its essence • There is a story arc – Faces adversity, finds allies, overcomes adversity • The story arc creates a connection with the audience • Has a relatable “main character” • Involves sympathy and empathy – The character has a problem => sympathy – The character seeks a solution => empathy • There is “a stake” involved for the main character • Gives the audience one strong message • Inspires action A strong story…
  18. 18. A story without stakes -- is just an essay https://www.flickr.com/photos/65847570@N00/4155173518/
  19. 19. Make sure it’s a story, not an idea Idea Fight back against cancer. Story Meet Jordan. Learn who she is, what has happened to her, what’s in the way, and how she fights back. Will she succeed?
  20. 20. Did this story have… • A relatable character? • Story arc • Description • Problem (empathy) • Solution (sympathy) • Stakes: What the character is overcoming • A specific call to action? • A “phrase that pays” in the story?
  21. 21. https://www.youtube.com/watch?v=tUQ1vdJQWn0
  22. 22. Look out for the Phrase That Pays* *The one that you can translate into the ask. Thank you Marc Pitman!
  23. 23. Create great stories: Use Hatchforgood.org
  24. 24. Want to develop a great interview? https://storycorps.me/about/
  25. 25. * * 4 Types of Stories You Have Right NOW Founding/Founder’s stories Our People stories What You Do stories Impact stories
  26. 26. What stories do you have on hand?
  27. 27. • Has a complex idea, simplified: Can you explain the story in one sentence • Has a relatable main character. Who’s yours? • Has a story arc with sympathy, empathy, and stakes. – The character has a problem => sympathy – The character seeks a solution => empathy • What is “the stake” involved for the main character? • Inspires action! How does your story inspire action? Reminder: A story…
  28. 28. * * Creating Strong Visuals Consider impact and viewpoints Select what speaks to the heart
  29. 29. 5 Visual Content Tips 1. Don’t assume others will react to visuals the same way you do. Test visuals. 2. Pair photos with words for impact. Use genuine photos, not stock images. 3. Invest the most in the first image that you show. First impressions get top billing in the mind. 4. People relate to people. Use people-centric photos. 5. Think about the emotion you want the visual to convey.
  30. 30. Choose the best visual media for your story and your organizational capacity StaticPhotoStorytelling • Instagram • Pinterest • Flickr • Tumblr • Snapchat • Tag galaxy DataVizStorytelling • Infographics • Maps • Visual.ly • Mindmaps • ThingLink VideoStorytelling • YouTube • Animoto • Vimeo • Vine • Instagram • Meerkat • Animated gif CuratedStorytelling • Storify • Scoop.it • Kontribune • Paper.li • Twitter
  31. 31. Share your story everywhere • Social media • Website • Email • Microsite • Your fundraising page • Newsletters • Direct appeals
  32. 32. Storytelling Development: Final Checklist • Say the story out loud • Aim for the heart • Test images • Test stories • Craft great questions (use StoryCorps app) • Make it personal (Gideon, Jordan) including sympathetic & empathetic • Make the story bold • Beginning, middle and end • Create a sense of urgency • One awesome visual early on in your story • Talk about the goal: why you need it, what the gap is, how much (money/time/peeople) is needed • Make it seem attainable! • Invite stakeholders and donors to be part of the solution
  33. 33. Storytelling Resources Data Visualization resource list http://www.juiceanalytics.com/writing/the-ultimate-collection-of-data-storytelling- resources Resource for storytelling development, with a large library of supportive articles http://hatchforgood.org Curated resources for business storytelling http://www.scoop.it/t/just-story-it Digital Storytelling resources from TechSoup http://www.techsoup.org/community/community-initiatives/storymakers-resources
  34. 34. Don’t forget to have fun! http://www.flickr.com/photos/83346641@N00/3578775702/
  35. 35. Don’t forget to have fun! I’m happy to answer any follow-up questions! Email: debra@communityorganizer20.com Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linkedin.com/in/debraaskanase Twitter: @askdebra Other slides: slideshare.net/debask Telephone: (617) 682-2977

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