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SXSWi 2011 Writing Workshop with @BettyDraper

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SXSWi 2011 Writing Workshop with @BettyDraper

  1. image swiped from AMCTV.com sxswi 2011 Writing Workshop with @bettydraper Saying It Short
  2. @adbroad @bettydraper brandfictionfactory.com
  3. brandfictionfactory.com
  4. The less you say, the more they’ll remember. brandfictionfactory.com
  5. “Short attention span linked to TV” image pilfered from EdwardBoches.com --USA Today, 2004 brandfictionfactory.com
  6. “The internet is rerouting our neural pathways.” --Nicholas Carr, The Shallows What the Internet is Doing to our Brains
  7. The biggest impediment to concentration is your computer's ecosystem of interruption technologies: IM, email alerts, RSS alerts, Skype rings, etc. --Cory Doctorow, co-editor of Boing Boing: A Directory of Wonderful Things. brandfictionfactory.com
  8. 1. Make a story. brandfictionfactory.com
  9. Our brains are wired for stories. image swiped from AMCTV.com
  10. Make it a short story. (this takes a long time) brandfictionfactory.com
  11. “I didn’t have time to write a short letter, so I wrote a long one instead.” -Blaise Pascal, French scientist (often falsely attributed to Mark Twain) brandfictionfactory.com
  12. 2. Make every word count. brandfictionfactory.com
  13. “The difference between the right word and almost right word is the difference between lightening and lightening bug.” --Mark Twain brandfictionfactory.com
  14. data ISN”T A STORY brandfictionfactory.com
  15. One death is a tragedy; one million is a statistic. --Stalin brandfictionfactory.com
  16. Data The king died. Then, the queen. brandfictionfactory.com
  17. Story The king died. Then, the queen died of grief. --E.M. Forster brandfictionfactory.com
  18. Paul Ford listened to 1,302 bands' worth of music at SXSW09 and reviewed each in six words or less.
  19. 3. Consider the target images courtesy AMCTV.com
  20. brandfictionfactory.com
  21. 4. Keep it simple. brandfictionfactory.com
  22. brandfictionfactory.com
  23. “Betty’s tweets are simply entertaining. That is, they’re simple. Frequently her tweets are less than 140 characters.” --Englund Blog, Daily Dose of Social Media brandfictionfactory.com
  24. Stop writing paragraphs. Think about traffic signs. brandfictionfactory.com
  25. before you think you are finished brandfictionfactory.com
  26. A kindergarten teacher turned every student into an artist. “It’s just a matter of knowing when to take the paper away.” --Martin Stevens, former Revlon Creative Director brandfictionfactory.com
  27. Leave out the parts people skip. --Elmore Leonard
  28. It’s not about telling it all. It’s about telling it right. brandfictionfactory.com
  29. Michael Pollan’s theory by Design strategist Jono
  30. Eat food. Not too much. Mostly plants. --Michael Pollan, In Defense of Food
  31. (actual slide, not a simulation) What is transmedia? Transmedia is a format of formats; an approach to story delivery that aggregates fragmented audiences by adapting productions to new modes of presentation and social integration. The execution of a transmedia production weaves together diverse storylines, across multiple outlets, as parts of an overarching narrative structure. These elements are distributed through both traditional and new media outlets. The online components exploit the social conventions, and social locations, of the internet.
  32. What is transmedia? Narrative told through many media at once in a way that is non-linear, participatory and immersive. --Frank Rose, author The Art of Immersion
  33. What is transmedia? Stories freed from the restrictions of any single platform or media. --Michael Morello, co-founder, ECD of Campfire
  34. Successful communication isn’t about technology. It’s about story. brandfictionfactory.com
  35. For sale. Baby shoes. Never worn. -Ernest Hemingway
  36. Shipwrecked by Bob Thurber (from Hint Fiction, Stories in 25 Words or Less) After we buried the captain, we salvaged the Victrola. It worked, though the mahogany was ruined. Half of us put on dresses. And we danced.
  37. 5. Say it different. brandfictionfactory.com
  38. brandfictionfactory.com
  39. --sign by cash register at Harney’s Tea Shop, Millerton, NY brandfictionfactory.com
  40. http://mirandajuly.com/
  41. http://mirandajuly.com/
  42. http://mirandajuly.com/
  43. http://mirandajuly.com/
  44. http://mirandajuly.com/
  45. The most important story you tell is your own. brandfictionfactory.com
  46. Writing your bio means creating a narrative from the many people you are. brandfictionfactory.com
  47. “Thus play I in one person many people, and none contented.” --Shakespeare, Richard II
  48. Writing your bio means creating a character. brandfictionfactory.com
  49. The oldest working writer in advertising brandfictionfactory.com
  50. Your photo speaks volumes. brandfictionfactory.com
  51. Evan R. Chesler, Presiding Partner, Marty Cooke, CCO ad agency corporate law firm
  52. What do others say about you? brandfictionfactory.com
  53. Convent of the Sacred Heart, NY 2004 Yearbook
  54. Exercise partially stolen from Michael Margolis @GetStoried. brandfictionfactory.com
  55. 1. Where were you born? 2. What was your first job? 3. What is your work now? 4. What is your passion? 5. What did you wake up thinking about this morning? brandfictionfactory.com
  56. Helen Klein Ross She’s loved advertising since the day it convinced her mother to buy Sea Monkeys. brandfictionfactory.com
  57. helenkleinross@gmail.com 917-796-8330 @adbroad

Editor's Notes

  • \n
  • I started in advertising. Billboards 6 words. TV spots 60 words. Betty--with a few words, evoke universe. You can’t say much. For one thing, u don’t know what’s going on with storyline.\n
  • I appreciate that twitter imposes character count. It takes away 1000 little decisions about form when you’re writing. When you have a choice, form speaks volumes. Mme Bovary took one sentence to have a baby, then spent the next 4 pgs naming her.\n
  • How many long emails do you have in your file to answer? Long emails are burdens to people without time--everyone these days. If someone writes 3 para, you can’t respond w/one sentence which is all you have time for.\n
  • First, television was blamed.\n
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  • 9 million twitter accounts, 500 million FB-\n
  • Unplug for an hour--you’ll get four hours of work done.\n
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  • Betty’s most popular tweets are often the shortest.\n
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  • Even people immersed in the social space have a hard time remembering this. \n
  • They made a graph to explain, which made the description more obtuse.\n
  • Simple.\n
  • Even simpler.\n
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  • Novels have been written on the backs of post cards.\n
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  • If you’re a shopkeeper troubled by customers unruly children, you could put up a sign saying “Children must be accompnanied by adults.” \n
  • Or if you’re a tea shop in upstate New york fed up with rude New Yorkers at the cash register, You could post a sign “Don’t be rude.” Which would offend customers, instead of charm them as this one does. \n
  • It’s not only about being creative with words, it’s about being creative with the space.\n
  • If you’re an author today, you must do a website. You’re not limited to how people have done it before. Take a look at Miranda July’s creative approach to the author’s website which got alot of attention for her and her book. \n
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  • No matter who you are now, you have to tell your story succinctly online--Linked In, FB, your site, whatever social channels you participate in. Even writers good at promoting others find it challenging to do this for themselves. \n
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  • He could have said “businessman, Family man, author, sports fan.” Not nearly as fun as this story that communicates his personal charisma\n
  • Conveys business, passion, personality in 9 words. Always link to site for those who want more.\n
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  • When I started in social media, I was anonymous. Ad agencies didn’t want bloggers on premise.\n\n
  • I looked for a description that would make my blog stand out from others.\n
  • After I came out, I was stuck with the handle. Which is NOT LITERALLY TRUE!! Your character is you, but not you.\n
  • Mine says 1960s, woman, advertising.\n
  • both Chief officers of companies-different communication. \nAd agency--approachable, fun, out of the box thinking\nWhite shoe law firm--serious enough to trust with your corporate merger\n
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  • 2004 senior yearbook. Girl chooses photo, class gives their impressions. How other people saw her contributed to how she saw herself and what she was able to turn herself into.\n
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