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Show, Don't Tell: Online Storytelling through Digital Media

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Digital Storytelling approaches and strategies for nonprofits

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Show, Don't Tell: Online Storytelling through Digital Media

  1. 1. Show, Don’t Tell: Online Storytelling Through Digital Media March 23, 2016 Presenters: Christian Anthony, Online Director - Earthjustice Natania LeClerc, Sr Digital Engagement Strategist - ThinkShout Lev Tsypin, CEO - ThinkShout
  2. 2. Housekeeping Collab notes: http://po.st/stories-16NTC #16NTCstories Submit your session survey: http://po.st/KcJCpf
  3. 3. Traditionally
  4. 4. Traditional Media
  5. 5. What is digital storytelling? Electronic Non-physical media Expands reach + engagement
  6. 6. Why should we care?
  7. 7. Shiny object syndrome
  8. 8. Selling an idea
  9. 9. Emotional/human element
  10. 10. Data on its own isn’t compelling enough
  11. 11. What makes a good story? Authenticity Emotion Simplicity Droids
  12. 12. Focus areas
  13. 13. Cause > Organization
  14. 14. Outside > Insider
  15. 15. Audience + Intent
  16. 16. Goals
  17. 17. Capacity
  18. 18. Curate
  19. 19. Message before Medium source: https://www.rockefellerfoundation.org/blog/digital-storytelling-social-impact/
  20. 20. Find the right approach
  21. 21. Photo Storytelling Why do it? Tools: Instagram, Flickr, Pinterest, Tumblr, Imgur…
  22. 22. Photo Storytelling bestfriends.org
  23. 23. Photo Storytelling PlannedParenthood.org
  24. 24. Photo Storytelling traveloregon.com
  25. 25. Photo Storytelling Capital Area Food Bank: Hunger Action Month
  26. 26. Photo Storytelling Capital Area Food Bank: Hunger Action Month
  27. 27. Photo Storytelling The Salmon Project http://www.salmonproject.org/salmon-live-here Using the hashtag #BabySalmonLiveHere
  28. 28. Photo Storytelling Some caveats…. #FilltheBowl
  29. 29. Curated Storytelling Benefit: control the conversation Tools: Storify, Twitter, IG, Facebook — anywhere people can submit content.
  30. 30. Data Visualization Benefit: More interesting than a spreadsheet Tools: Canva, visual.ly, The Noun Project, Maps (combined with IG)
  31. 31. Data Visualization SPLC Hate Map
  32. 32. Data Visualization Rebuilding Together Infographic
  33. 33. Video Storytelling Benefit: Ideal format; don’t focus on being viral. Produce good content. Tools: Youtube, Vimeo, Vine, Periscope, Instagram
  34. 34. Video Storytelling Humane Society of the United States humanesociety.org
  35. 35. Podcasting
  36. 36. Great ideas. So now what?
  37. 37. Hosted Platforms: Pros • Easy to use. • Quick to get up and running. • Meet your users where they are. • Benefit from platform promotion.
  38. 38. Hosted Platforms: Cons • Brand dilution. • Limited control over the user experience. • Data silos & ownership.
  39. 39. Microsite: Pros • Faster to build than a more complex site. • Lower cost. • Keep users focused on the message or task at hand. • More flexible user experiences. • Allows the use of services like SquareSpace.
  40. 40. Microsite: Cons • Need to create a unique experience from your main site. • Challenge of keeping content in sync between sites. • Challenge of maintaining multiple sites. • User confusion in navigating between sites.
  41. 41. Microsite Example: Selma
  42. 42. Content Managent System: Pros • Connect all the pieces together in one place. • Broader context for triggering calls to action. • Building trust by users always knowing where they are. • Editorial workflows.
  43. 43. Content Managent System: Cons • Slow, expensive process for updating a flagship website. • Story telling tools limited to what’s available. • Risk of distracting users.
  44. 44. CMS Example: Facing History Home page
  45. 45. FH Home Page: Tell a Story
  46. 46. FH Home Page: Data Visualization
  47. 47. FH Home Page: Calls to Action
  48. 48. Christian Anthony, Online Director at Earthjusice earthjustice.org
  49. 49. Photo Essay
  50. 50. Case Study: The California Drought
  51. 51. Case Study: The California Drought
  52. 52. Case Study: The California Drought
  53. 53. Case Study: The California Drought
  54. 54. Case Study: The California Drought •Created Feb 2014. Updated July 2015. •6:57 avg. time on page •75k page views and counting •Consistent, organically-driven traffic
  55. 55. Case Study: Colorado Forests & Coal Mining
  56. 56. Case Study: Colorado Forests & Coal Mining
  57. 57. Case Study: Colorado Forests & Coal Mining
  58. 58. Case Study: Colorado Forests & Coal Mining •50K public comments submitted •$13.5K donations in post-action •37K pageviews •5:32 avg time on page
  59. 59. Infographics
  60. 60. Infographics
  61. 61. Case Study: The Latino Poll
  62. 62. Case Study: The Latino Poll
  63. 63. Maps
  64. 64. Maps
  65. 65. Case Study: Fraccidents Map
  66. 66. Case Study: Fraccidents Map •Over 2 million page views and counting •Consistent traffic through SEO and Google Ad Words bringing in valuable supporters •Used in our Welcome Series for new supporters •Two years later we sent out in our newsletter and it still resonates
  67. 67. Timelines
  68. 68. Long Form Features
  69. 69. Explainers
  70. 70. Explainers
  71. 71. Crowdsourced
  72. 72. Case Study: Mountain Top Heroes
  73. 73. Case Study: Mountain Top Heroes
  74. 74. Case Study: Mountain Top Heroes
  75. 75. Case Study: Mountain Top Heroes
  76. 76. How do you know it worked? Depends on your goals Analytics/Insight Reports Find metrics that align with your goals
  77. 77. All I need is a smartphone, right?
  78. 78. Checklist Determine goals Measure Messaging Medium Prep Tell your story Promote it
  79. 79. Final thoughts & QA Fill out those surveys! http://po.st/KcJCpf Collab Notes: http://po.st/stories-16NTC Contact Info: Christian Anthony canthony@earthjustice.org Lev Tsypin lev@thinkshout.com Natania LeClerc natania.leclerc@thinkshout.com
  80. 80. Thank you!

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