1Storytelling is Timeless q Draw on ancient traditions, legends and myths q Create an authentic connection
2Stories Connect People q Build trust q Transcend generations q Engage our emotions q Inspire us q Are contagious
3Stories Are How We Think q Explain how and why q Define our values and purpose q Put us in “Learning Mode” q Decrease our resistance to persuasion
4It’s How We’re Wired q Imagined experiences create real emotion q Narrative structure provides comfort q Trigger neural networks of multi- sensory responses: auditory, kinesthetic, and visual
The shortest distance between people is through story!
A Shoe Company• Founded 2006 Total Sales 500,000 Employees 90• Unique business model Interns 22• Product distributed via COGS 37% recognized 501(c)(3) SG&A 24% non-profits and non- Distribution 300 Stores; 9 Countries governmental First Year Sales 10,000 units organizations (NGO’S) Yr Sales Goal 300,000 units Annual 10% Growth (Y/Y) EBITDA 153,000
The Psychology of Story:Narrative Transportation:Use C-A-R to takeyour audience ona journeyC – Context • Where, When? • Who are the characters • What does the main character want? • What’s in the way?A – Action (Plot)R – Result (Resolution) Source: Paul Smith Lead with Story
Story Themesq The Hero’s Quest --> Entrepreneurial Ventureq Creation Stories --> Establishment of Organizationq Stories of Transformation --> Coming of Ageq Stories of Fall and Redemption --> Crisis Phaseq The Myth of the Crossroads --> Transition Phase
Using Shared Metaphors I’m a lawyer. I write contracts and wills. Where’s the story in that?
TheFamily LawyerWatching over your legal health
Questions to ask q Who am I? q Why am I here? q What is my vision? q What do I want to teach people? And why? q What values do I want to demonstrate? And why? q What do I want my customers to know I understand?
One-Sheet Exercise q Story in three sentences q Work from the experience of the image of your company or brand q Characters in three sentences q Who are the characters? q Are you a character? q Does place matter?
Additive Storytelling Brand develops from multiple media sources over time
Transmedia Storytelling• A story that… • Unfolds across platforms • Each piece adds something unique and valuable • Motivates user to find othersq Users can… Henry Jenkins • Join at different places USC • Participate and contribute content
Case Study: The Three Little Pigs Wolf: Pig 1: Website Website Wolf: Ning Pig 1: Anime Network for Team Wolf Super Pig Main Story Anchor: Novel Sequels Pig 2: Twitter Pig 3: Pig 3: Dialogue Cooking Blog Cookbook Pig 3: YouTube Pig 3: Fan Page Videos
What Do We Know? q Biggest value = new relationship potential q Awareness measures q Brand mentions, reviews and share of voice (your brand divided by the industry) q Fan Growth q Traffic q Engagement q Comments, question, retweets q Market intelligence q Product feedback q Customer needs and experiences
Social mediastrategies start with a strategy, not with a Facebook page
Social Media Strategy q Tools are only useful if you know q what you want to do q what tools will get the job done. q Online networks are like offline ones q People use Twitter, Facebook, blogs, and LinkedIn to meet people, get information, share resources and connect with colleagues
Social media are are not a waste of timeunless you allow them to be
Social Media: Total Time Suck? q Social media networks are not a waste of time unless you allow them to be q Networking opportunities q Great way to build social capital q Be very clear on WHY you’re doing it and the outcomes you want to see
Mission Statement: Questions q Why am I on social networks and what will I use them for? q How do I want to build my personal or organizational brand using social media? q What outcomes do I want to see? q How does social media fit into my overall strategy?
Social Media Policy: Be Prepared q What information is public, what should be kept private? q What your rules are for researching customers and employees? q How you can be contacted and when? q What is your policy for employees social media use? q How you will handle the inevitable social media crisis? q How often will I evaluate the strategy?
Tool Audit Example: Privacy Completely Mostly MostlyAccess Control Potential Public public private Website x Blog x Twitter x x LinkedIn x x Facebook x x x Flickr x x x Pinterest x Industry sites x Curation tools (Scoop, paper.li) x Google+ x
Summaryq New communications means new consumer psychology and big competition for attentionq Story rises above noise by tapping fundamentals and emotionsq Transmedia storytelling extends the power of your story and changes ‘selling’ into a valued relationship
Key Take-Awaysq Start with the storyq Identify your core story and passion at a universal level to engage your audienceq Think multi-dimensionallyq Prepare a strategy based on YOUR goals and resourcesq Connect with your audience’s emotions and needsq Use the media landscape—ripple out, don’t broadcastq Prepare to collaborate where you don’t expect itq Have a plan for misadventures
My Hopes for You q That you will embrace storytelling q And approach communication in a cross- platform, integrated way q So that you take your customers on a journey to create the valuable relationships that q builds long-term commitment and loyalty q And increased profitability
Thank You! Dr. Pamela RutledgeDirector, Media Psychology Research Center November 12, 2012 @pamelarutledge