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Stories in the Social Era - Presenting to CCO Learning Day (Government of Canada)

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On February 20, I presented this to a group of Communications Officers in various departments of the Government of Canada. The question presented to me when approached to give this talk was: "How do government services tell effective stories on social?"

My core thesis: They don't. People don't want to be told stories, they want to be involved in making them...especially in the social era.

Published in: Government & Nonprofit

Stories in the Social Era - Presenting to CCO Learning Day (Government of Canada)

  1. BY: TARA @MISSROGUE HUNT PRESIDENT, @TRULYSOCIALINC
  2. I’ve been thinking a lot about storytelling lately. @MISSROGUE / @TRULYSOCIALINC
  3. fundamental things we all get wrong in regards to storytelling 3@MISSROGUE / @TRULYSOCIALINC
  4. Myth #1. A story has a beginning, middle and end. @MISSROGUE / @TRULYSOCIALINC
  5. @MISSROGUE / @TRULYSOCIALINC
  6. Myth #2. Stories spread messages. @MISSROGUE / @TRULYSOCIALINC
  7. @MISSROGUE / @TRULYSOCIALINC
  8. If you equate burnt toast with having a stroke, you are likely an Anglo Canadian over the age of 30. @MISSROGUE / @TRULYSOCIALINC
  9. @MISSROGUE / @TRULYSOCIALINC
  10. @MISSROGUE / @TRULYSOCIALINC
  11. @MISSROGUE / @TRULYSOCIALINC
  12. Myth #3. Stories are something you tell. @MISSROGUE / @TRULYSOCIALINC
  13. fundamental shifts in audience 3@MISSROGUE / @TRULYSOCIALINC
  14. #1. Shifts in TIME #2. Shifts in POWER . #3. Shifts in ACTION @MISSROGUE / @TRULYSOCIALINC
  15. #1. SHIFTS IN TIME@MISSROGUE / @TRULYSOCIALINC
  16. People are busier than ever (despite the promise of technology) and they now expect everything to come to them when they want it. @MISSROGUE / @TRULYSOCIALINC
  17. TIMESHIFT #1: ATTENTION IS EVEN MORE SCARCE @MISSROGUE / @TRULYSOCIALINC
  18. 4.75 billion Posts shared on Facebook. 500 million Tweets posted to Twitter. 95 million Photos are posted to Instagram. 300 thousand Videos uploaded to YouTube. DAILY @MISSROGUE / @TRULYSOCIALINC
  19. TIMESHIFT #2: THE DEMAND FOR EVERYTHING ON DEMAND @MISSROGUE / @TRULYSOCIALINC
  20. In 1990, I: 1. Heard this song on the radio and fell in love 2. Ran directly to the HMV, but it had just closed 3. Waited overnight, then came back for the store opening at 10am on my morning coffee break 4. Had to wait to listen to it until I got home that night. In 2018, I would: 1. Hear this song (radio, iTunes, Spotify, etc.) 2. Listen to it whenever I want to on my mobile phone 3. Never even own it. @MISSROGUE / @TRULYSOCIALINC
  21. It’s not just entertainment, it’s stuff and services, too. We use: ● MissFresh for our weekly meal planning kits ● Lyft + Uber for getting around quickly ● AirBnB for hotel stays ● FreshDirect for fresh veggie delivery ● Foodora for the occasional ordering in of a prepared meal ● Runner for delivering wine + beer ● Instacart for any other groceries we have been to busy to pick up ● Amazon (same day/next day) delivery for pretty much everything (including a valve I forgot to order during a renovation) ● Kindle when I want to read a new release ● Breather if I need to book a nice venue for an important meeting ● I say, “Hey Google! Can you put eggs on my shopping list?” and my Google Home adds it to my list. ● ...the list goes on @MISSROGUE / @TRULYSOCIALINC
  22. #2. SHIFTS IN POWER @MISSROGUE / @TRULYSOCIALINC
  23. The internet has given pretty much all of the power to the consumer. @MISSROGUE / @TRULYSOCIALINC
  24. POWERSHIFT #1: THE AUDIENCE CALLS THE SHOTS @MISSROGUE / @TRULYSOCIALINC
  25. Reviews can make or break a business - and they don’t just exist on review sites. @MISSROGUE / @TRULYSOCIALINC
  26. POWERSHIFT #2: C2C rules. Customers determine what the message is around your brand. @MISSROGUE / @TRULYSOCIALINC
  27. "Studies show 92 percent of people trust recommendations from other people over brands. Teens have a seven times higher emotional attachment to YouTube stars than to ‘traditional’ celebs. And 49 percent of people rely on influencer recommendations when they’re making a purchase." @MISSROGUE / @TRULYSOCIALINC
  28. @MISSROGUE / @TRULYSOCIALINC “only 43 per cent of Canadians say they trust their government — down from 53 per cent a year earlier.” And btw...
  29. #3. SHIFTS IN ACTION @MISSROGUE / @TRULYSOCIALINC
  30. People are no longer passive “consumers” of stories. They are active “makers”. They don’t want to be told a story, they want to be part of it. @MISSROGUE / @TRULYSOCIALINC
  31. ACTION SHIFT #1: Everyone is a content creator. @MISSROGUE / @TRULYSOCIALINC
  32. The top influencers are social media stars Variety Magazine did two studies in 2014/2015 and found that, not only are digital content creators more influential than traditional celebrities, they were also more consistent and relatable. Whether you are influential to a gigantic audience or just a small group of peers, it’s apparent that there has been a shift and it isn’t slowing down. @MISSROGUE / @TRULYSOCIALINC
  33. @MISSROGUE / @TRULYSOCIALINC
  34. ACTION SHIFT #2: People are taking culture and remixing/making it their own. @MISSROGUE / @TRULYSOCIALINC
  35. Remix Culture #1: ”Stans” People don’t just watch their favourite shows or play their favourite games any more. They participate in it. From online forums to taking to social media to urge their beloved programs in specific directions (outraged over plot twists, for example), superfans, or “stans” have emerged as participants in popular culture. @MISSROGUE / @TRULYSOCIALINC
  36. Remix Culture #2: “breaking the fourth wall” The next level of remixing is when super fans decide to take the media from their favourite shows and games and remix it into something or take it on as their own identity. Examples of this are: ● Animated gifs ● Memes ● Vidding ● Fanfiction (Fanfic) ● Mashups ● Machinimas ● Cosplay ● LARPing @MISSROGUE / @TRULYSOCIALINC
  37. none of this is new. @MISSROGUE / @TRULYSOCIALINC
  38. meme mēm/ noun 1. an element of a culture or system of behavior that may be considered to be passed from one individual to another by nongenetic means, especially imitation. 1976! @MISSROGUE / @TRULYSOCIALINC
  39. A FEW EXAMPLES OF MEMES PRE-INTERNET @MISSROGUE / @TRULYSOCIALINC
  40. THIS IS A CANADIAN MEME @MISSROGUE / @TRULYSOCIALINC
  41. MEME!@MISSROGUE / @TRULYSOCIALINC
  42. Other examples of pre-internet Stan remixing: ● Vidding: Kandy Fong in 1975 - she played a slideshow of her favourite Star Trek stills to music...on a PROJECTOR! ● Cosplay: though it wasn’t named Cosplay until 1984, the practice of dressing up as your favourite characters began in 1939 at the first World Science Fiction Convention in NYC. ● Fanfic: theoretically, this practice goes back to the era of Homer, but the first instance of the phrase “fan fiction” was recorded in 1944. ● LARPs (Live-Action Role Playing): these go back to the 1600’s with historical reenactments. @MISSROGUE / @TRULYSOCIALINC https://techcrunch.com/2015/03/22/from-artistic-to-technological-mash-up/
  43. People participate. That’s what they do. @MISSROGUE / @TRULYSOCIALINC
  44. Audience shifts in summary... 1. Attention is more scarce than ever 2. People expect things on their own time/at their own convenience 3. People are raising their voices to make changes 4. People trust other people (and look to one another for the truth) 5. Everyone can be (and is becoming) a content creator 6. People don’t want to consume culture, they want to live it @MISSROGUE / @TRULYSOCIALINC
  45. pushing messages - no matter how ‘entertaining’ - is an ineffective way to communicate in the social era.
  46. ways to rethink storytelling in the social era3@MISSROGUE / @TRULYSOCIALINC
  47. #1. From campaigns to relationships #2. From messaging to listening #3. From branding to participation @MISSROGUE / @TRULYSOCIALINC
  48. CAMPAIGNS RELATIONSHIPS @MISSROGUE / @TRULYSOCIALINC
  49. CAMPAIGNS ARE… ● Short term ● Tentpole ● Planned ● Rigid ● About immediate results Examples: advertising, press releases, stunts, influencer marketing, “viral” videos RELATIONSHIPS ARE… ● Long term ● Always on ● Uncertain ● Flexible ● About slow (but meaningful) results Examples: social media, content marketing, community building, influencer relationship management, loyalty programs @MISSROGUE / @TRULYSOCIALINC
  50. Storytelling as relationship (and not a campaign) In an effort to build bridges and give a human face to the TSA while at the same time providing useful information (and seasonal reminders), Bob the blogger posts year-round images and funny stories about what people try to carry on while flying. This is not only entertaining, but it’s incredibly useful. Some stuff I didn’t know: @MISSROGUE / @TRULYSOCIALINC
  51. YOU CAN TRAVEL WITH PIE. @MISSROGUE / @TRULYSOCIALINC
  52. YOU *CANNOT* TRAVEL WITH A MUG THAT HAS A GUN-SHAPED HANDLE. @MISSROGUE / @TRULYSOCIALINC
  53. SHRUNKEN HEADS ARE A-OK (BUT YOU MAY WANT TO ASK CUSTOMS AS WELL). @MISSROGUE / @TRULYSOCIALINC
  54. SERVICE DUCKS ARE A THING. (BUT ASK YOUR AIRLINE) @MISSROGUE / @TRULYSOCIALINC
  55. LISTENINGMESSAGING @MISSROGUE / @TRULYSOCIALINC
  56. MESSAGES ARE... ● One-way ● Outbound ● Intended to speak at/to ● Delivered ● Read only Examples: PR, advertising, “viral” videos, content marketing, email marketing, direct mail LISTENING IS... ● Two or multi-way ● Inbound ● Intended to learn from ● Exchanged ● Read/write Examples: online conversations, tweetchats, town halls, social media monitoring, community management, keyword alerts, forum monitoring, Facebook groups, online communities + forums @MISSROGUE / @TRULYSOCIALINC
  57. Storytelling as listening (and not messaging) If all you do is content marketing, you aren’t taking full advantage of the social web. This amazing Ask Me Anything (AMA) on Reddit from the CRTC on the topic of differential pricing is an amazing example of how government services can use these tools to engage and learn. @MISSROGUE / @TRULYSOCIALINC https://www.reddit.com/r/canada/comments/54kz6g/i m_from_the_crtc_and_we_want_to_know_what_you/
  58. @MISSROGUE / @TRULYSOCIALINC
  59. Social is also where the WORST of people can come out: ● Trolls ● Posturing ● Echo-chambers ● Pitchfork mobs This animated gif was posted on the Pol.is blog from a talk given by founder Colin Megill. Their tool has found a way to cut through the divisiveness of social media to find converging opinions. There *IS* a downside (but also a solution?) @MISSROGUE / @TRULYSOCIALINC
  60. the key is in how you listen. @MISSROGUE / @TRULYSOCIALINC
  61. PARTICIPATIONBRANDED @MISSROGUE / @TRULYSOCIALINC
  62. BRANDED MEANS... ● Hierarchical ● Rigid/policed ● Owned ● Closed ● Consumed PARTICIPATION MEANS... ● Democratized ● Fluid/open ● Exchanged ● Interactive ● Made @MISSROGUE / @TRULYSOCIALINC
  63. @MISSROGUE / @TRULYSOCIALINC
  64. “In order for governments to be open, responsive, and engaging, community members must feel they are active participants in building government, and that their participation can influence decisions about issues that affect them.” https://www.codeforamerica.org/practices/civic-engagement @MISSROGUE / @TRULYSOCIALINC
  65. 5 Key Elements of Effective Community Engagement [https://www.codeforamerica.org/practices/civic-engagem ent] 1. REACH - define your audience + make sure the underrepresented are heard 2. INFORMATION - present clear, accurate, and simple information in plain language 3. CHANNELS - online and off - meet people where they are 4. PRODUCTIVE ACTIONS - communicate clear, simple, and meaningful actions people can take to reach their goals. 5. FEEDBACK LOOPS - don’t leave them hanging! Show how their participation makes a difference. @MISSROGUE / @TRULYSOCIALINC
  66. AND it’s happening here! In July of 2017, Minister Scott Brison announced the launch of the Canadian Digital Service. Learning from early adopters like 18F, Code For America, Code for Australia, and the Government Digital Service in the UK, the CDS is putting together the best of breed for the Canadian implementation. As Minister Brison wrote in his announcement blog post: “We can’t be a Blockbuster government serving a Netflix citizenry!” @MISSROGUE / @TRULYSOCIALINC
  67. but people won’t trust and engage overnight @MISSROGUE / @TRULYSOCIALINC
  68. storytelling making? living? @MISSROGUE / @TRULYSOCIALINC
  69. #1. Stories are ongoing and ever-evolving. [RELATIONSHIPS] #2. Stories are about listening and connecting. [LISTENING] #3. Stories are lived. [PARTICIPATION] @MISSROGUE / @TRULYSOCIALINC
  70. @MISSROGUE / @TRULYSOCIALINC stories lived are the stories that stick.
  71. @MISSROGUE / @TRULYSOCIALINC Thank you Tara Hunt, President Truly Social Inc.

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