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Storytelling Through Faculty

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Storytelling is one of the most effective ways to communicate and connect. Faculty members — their research, scholarship, and teaching — offer some of the richest stories for an institution to share. Join mStoner CEO Voltaire Santos Miran and ExpertFile Director Deanne Taenzer as they talk about the use of story to engage mind and heart and the role of technology in managing and measuring that content.

What You Will Learn

• What makes the difference between a faculty CV and a compelling story.
• How to motivate faculty to engage with you on an ongoing basis.
• How to use ExpertFile tools to better engage and reach a wider audience
• Important things to measure in terms of content and audience engagement that generate actionable insights.

Published in: Education
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Storytelling Through Faculty

  1. 1. Faculty and Storytelling Thursday,
 January 26, 2017
  2. 2. • 45 minute webinar + 15 minutes for questions and answers • Ask questions through the Zoom Control Panel • Tweet during the webinar with #mStonerNow • Please fill out the post-webinar evaluation • Check your inbox on Monday for the webinar recording and slide deck The Plan
  3. 3. Voltaire Santos Miran Co-Founder&
 ManagingDirector,mStoner @vsantosmiran Deanne Taenzer VicePresident,ExpertFile @taenzerd
  4. 4. I’ll take Faculty+Media for a big prize, please.
  5. 5. The Question: Onatypicalday,howmanyminutesdoesittakeatypical journalistorreportertofindanexpertsourcefortheirstory?
  6. 6. The Goal Wewanttohelpyoutellbetterstoriesaboutyourinstitution throughyourfacultymembers.
  7. 7. Agenda 1. What Matters Most? 2. CV vs. Profile vs. Story 3. Motivating Faculty Members 4. Using ExpertFile Tools to Measure and Gain Insight 5. The Punchline
  8. 8. What matters in faculty stories?
  9. 9. Prospective Undergraduates
 Prospective Graduate Students Prospective Parents Prospective Faculty and Staff Potential Collaborators Potential Tech Transfer Partners Peers and Colleagues Donors Alumni Media Audiences
  10. 10. Research 1 Collaboration ImpactDiscovery 2 3 10
  11. 11. 11
  12. 12. Scholarship 1 Authority ExpertisePublication 2 3 12
  13. 13. 13
  14. 14. Practice 1 Passion MethodTime 2 3 14
  15. 15. Camille Harrison, Associate Professor of Modern Languages, Oakton Community College “At heart, I am a teacher. In my life I have grown to value the great diversity of culture and languages. More importantly, there is a common humanity, which is a shared belief here at Oakton. I do my best to instill this in my students, along with my love of the Arabic and French languages.”
  16. 16. Mentoring 1 Opportunities for
 Advanced Learning Advice and
 Introduction One-on-One Interactions 2 3 16
  17. 17. Engagement 1 … in local and regional communities, and the broader academic community … as a global citizen… on campus 2 3 18
  18. 18. Personality 1 Individuality Poise & CharmRelate-Ability 2 3 20
  19. 19. 21
  20. 20. CV vs. Profile vs. Story
  21. 21. A CV shows depth and breadth. A profile focuses on highlights. A story shares a specific narrative.
  22. 22. A CV iterates credentials. A profile establishes authority. A story creates connections.
  23. 23. A CV lists research efforts. 
 A profile showcases results. A story demonstrates impact.
  24. 24. You need and want all the above. Complementary. 1 Cross-referenced. 2 Timeless and Trending. 3 Dynamic. 4
  25. 25. BEN CARRINGTON Department of Sociology University of Texas at Austin 305 E. 23rd Street, A1700 Austin, TX 78712-1086 Tel 512-232-6341; Fax 512-471-1748 bcarrington@austin.utexas.edu EDUCATION Leeds Beckett University (UK) Ph.D. Sociology, 2004 Loughborough University, (UK) B.Sc. (Hons) Recreation Management, Upper Second Class, 1994 AREAS OF SPECIALIZATION Sociology of Race; Cultural Sociology; Sociology of Sport, Media and Popular Culture; Post/colonial Theory; Diaspora Studies; Masculinity and Gender Studies; Cultural Studies. AWARDS, GRANTS AND HONORS 2016 “Top Ten” Teaching Award, Alcalde Magazine, Texas Exes, University of Texas at Austin 2011 Faculty Development Program, Faculty Research Assignment Office of Graduate Studies, University of Texas at Austin 2011 North American Society for the Sociology of Sport Outstanding Book Award: Honorable Mention 2009/10 President’s Associates Teaching Excellence Award, College of Liberal Arts, University of Texas at Austin 2009 American Sociological Association, Section on Racial and Ethnic Minorities, Oliver Cromwell Cox Article Award: Honorable Mention
  26. 26. 30
  27. 27. 23 unique stories and counting, one incredible expert
  28. 28. 33 Help the Story With Visuals, Relevance and Action
  29. 29. Motivating Faculty Members
  30. 30. Pain points. Collecting information about faculty. 1 Overcoming suspicion about marketing and communications. 2 Keeping information consistent and up-to- date. 3 Providing a range of options that scales up and scales down. 4
  31. 31. Develop empathy for the faculty member’s experience. Understand the expertise. 1 Consider the cost and benefit of each opportunity. 2
  32. 32. Begin with the faculty members who want to engage. Rock stars. 1 Rising stars. 2
  33. 33. Tie into processes that already exist at the institution. Initiate and automate. 1 Reduce friction. 2
  34. 34. Employ a system that enables collection, promotion, and measurement.
  35. 35. Using ExpertFile Tools to Measure and Gain Insight
  36. 36. Relevant Credible Engaging Influential Responsive Start With Your Bench Strength
  37. 37. Editorial Calendar What Contributions Can your Experts Make? Tap into Their Content Comfort Zone
  38. 38. Web Search Social Print Pitches Create Cross-Channel Conversations Each audience seeks and consumes information differently
  39. 39. Be Social
  40. 40. The Punchline
  41. 41. This is not a project. This is a strategy and a process.
  42. 42. Voltaire
 Santos Miran Co-Founder& ManagingPartner, mStoner 
 @vsantosmiran 312.420.6778 voltaire.miran@mstoner.com Mallory 
 Wood DirectorofMarketing mStoner 
 @mallorywood 802.457.9234 mallory.wood@mstoner.com
 Resources • mStoner's Digital Storytelling Archive:
 http://mstnr.me/ DownloadWebinars
 • ExpertFile's Expert Grader Report:
 http://expertfile.com/grader
 Deanne
 Taenzer VicePresident ExpertFile @taenzerd 416.553.8555 dtaenzer@expertfile.com
  43. 43. Questions & Answers

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