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Carol Cone - The Power of Storytelling

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Carol Cone - The Power of Storytelling

  1. 1. The Power of Storytelling Office Depot Foundation Weekend in Boca Civil Society Leadership Symposium Carol L. Cone Global Practice Chair Edelman Business + Social 1
  2. 2. BatKid 2
  3. 3. Why Storytelling? 3
  4. 4. 1. An Interconnected world 4
  5. 5. 2. Competition is Fierce 5
  6. 6. 3. Generation C Creation Curation Connection Community 6
  7. 7. 4. New Media Environment 7
  8. 8. How do you Distinguish Yourself? Identify Your Origin Story Create a Powerful Brand Engage Your Audience Tell a Compelling Story 8
  9. 9. Create a Powerful Brand 9
  10. 10. Discover Your Brand Meaning Three Dimensional Brand Value Proposition CONVINCE THE HEAD Rational Focused and distinct Relevant TOUCH THE HEART Emotional and personal Serves a higher purpose ENGAGE THE HANDS Actionable Invites people in 10
  11. 11. UNICEF Believe in Zero “We spent two years defining the meaning of our brand and focus on childhood survival. We used the new focus as an energy force, as a guide to everything we did.” - Caryl Stern, President & CEO U.S. Fund for UNICEF Whatever it Takes to Save a Child…. 11
  12. 12. College Forward’s Brand Transformation “We didn’t give our brand much thought. It seemed good enough at first , but it didn’t take long to realize that it was truly doing us a disservice.” “Our brand is not just a way to communicate; it’s what we do, how we live and breathe within our organization and engage our stakeholders at every touch point.” - Lisa Fielder, Executive Director, College Forward 12 2010: $1.8 million2006: $200,000Revenue:
  13. 13. Ready, Set, Storytell!  Focus on Real People and let them tell their own stories  Give them a real name, age, location  Grab attention quickly: 4 – 10 seconds at the start  Keep it short: as short as 6 words, or up to 2 minutes  Be emotional: evoke anger, happiness, conflict, pride, sadness, tension and a happy ending  Be a mirror: have a moment in the story that people can identify with – with a mother, child 13 People you serveYour founder or history People who support you (donors and volunteers) Tell a story about…
  14. 14. Identify Your Origin Story 14
  15. 15. DonorsChoose.org Charles Best "Honestly, my dreams had a pretty small-bore aperture," he says. "I wanted to help New York City teachers so they would never have to be in Kinko's at 5 a.m. again." By day, he taught history, and during his lunch hour, he telephoned journalists, foundations, and philanthropists. “I tried to talk to anyone who could help me,” he says. “Mostly, people just hung up. But I am very, very persistent.“ 15
  16. 16. Kiva Co-Founder Jessica Jackley 16
  17. 17. Tell a Compelling Story 17
  18. 18. American Heart Association Go Red for Women 18
  19. 19. Go Red for Women: Just a Little Heart Attack Insert video 19
  20. 20. American Lung Association Insert video 20
  21. 21. Engage Your Audience 21
  22. 22. Movember Foundation 21 Mo growing countries 4,026,562 participants £ 345 Million 22
  23. 23. Make-A-Wish BatKid 1 wish 2 weeks 600,000 tweets 1.7 billion Twitter impressions 23
  24. 24. Storytelling Best Practices 24
  25. 25. Storytelling Tips 25 DO • Set goals for the story – how do you want people to feel? • Define your message – having clarity helps with creativity • Identify your target audience – who are you trying to reach? Millennials, Boomers, first time donors, volunteers? • Find story leads and interview them • Craft the story  Open with a hook  Overcome adversity  Solve a problem  Create a connection DON’T • Talk about the organization • Use a laundry list of programs/services • Use numbers… “1 in 5 kids are food compromised”  
  26. 26. Ready, Set, Storytell!  Focus on Real People and let them tell their own stories  Give them a real name, age, location  Grab attention quickly: 4 – 10 seconds at the start  Keep it short: as short as 6 words, or up to 2 minutes  Be emotional: evoke anger, happiness, conflict, pride, sadness, tension and a happy ending  Be a mirror: have a moment in the story that people can identify with – with a mother, child 26 People you serveYour founder or history People who support you (donors and volunteers) Tell a story about…
  27. 27. “A Picture is Worth…” 27
  28. 28. Go to Where your Audience is…. 28
  29. 29. Real People 29
  30. 30. Troy Library: Sometimes you just have to be outrageous… 30 Insert video
  31. 31. 31 Thank You Carol Cone Twitter: @carolcone Email: Carol.Cone@Edelman.com Learn more online:

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