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The Storyteller | The Power of Your Narrative: Building Your Marketplace Community with Social Media & Storytelling


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This presentation was originally presented by Jodie Patterson, co-founder of Doobop, at the 2015 Project Entrepreneur Summit in Austin, TX.

Women start companies at a rate 1.5 times the national average but account for less than 10 percent of founders at high-growth firms*; while the passion and talent clearly exists, barriers stand in the way of women maximizing the economic significance of their efforts. That’s where Project Entrepreneur comes in.

Project Entrepreneur is a foundation and competition sponsored by Rent the Runway and UBS for women entrepreneurs. Apply now to win $10,000 in funding and an accelerator program!

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The Storyteller | The Power of Your Narrative: Building Your Marketplace Community with Social Media & Storytelling

  1. 1. THE STORYTELLER The Power of Your Narrative: Building Your Marketplace Community with Social Media & Storytelling Jodie Patterson IG: Jodiepatterson Twitter: Jodie_GeorgiaNY
  2. 2. THE PROCESS: FINDING YOUR STORY / DETERMINING CONTENT *Identify top 5 most talked about topics in your industry (trade magazines, social media, hashtags, key people, comments) *Identify 5 taboo topics that your industry shy’s away from (go deep, think unconventionally) *Identify 5 things your audience is asking for / thinking about *Envision what your audience doesn’t yet know they need & cant live without (a new thing, idea or an emotion) *Identify a personal connection you have to each taboo topic & new idea *Tell a personal story around those taboo topics (go off script)
  3. 3. STORYTELLING Emotional vs Rational approach *Tapping into emotion and using it as a means of communication, bypasses the skepticism that can exist. *Through an emotional process, we’re stripped of our rational considerations, and what’s left is compassion, empathy and connectedness.
  4. 4. STORYTELLING Pull vs Push approach *Use a well constructed narrative that’s authentic and exciting, and the experiences that are transmitted are rich, real and universal *A picture should a) reveal something personal, intimate or unknown about the person, b) connect us with a specific emotion that mobilizes, c) take us on an imaginary journey that’s transformative
  5. 5. STORYTELLING Sharing vs Selling approach *Jab, Jab, Jab, Right Hook (it’s a philosophy and a great marketing book) *Most of what we talk about should be storytelling (the jab) *Less of what we talk about should be direct selling (the right hook) *Create an atmosphere with your jabs (Strength, individuality, beauty) *Connects us with a specific emotion that may or may not be rational (Courage, transformation, triumph)
  6. 6. STORYTELLING People vs Product *People don’t buy products, but rather the stories that these products represent. Nor do they buy brands, but rather the myths and archetypes that these brands symbolize *If you’re uncomfortable telling a story about yourself, find customers or other people who reflect the values of your brand and share their stories
  7. 7. With your picture, videos & speeches… *Reveal something personal, intimate, or unknown about the person or brand (otherwise it’s boring) *Connect people by using a specific emotion: fear, desire, anger or happiness (otherwise it won’t mobilize people into action) *Take people on an imaginary, narrative journey where it allows them to experience a transformation from the beginning, the knot, and the outcome. ELLEMENTS OF A STORY
  8. 8. *Tell us about you the founder & the origins of your brand. Share your history *Tell real stories about real people (from your company or your larger community) *Be clever, honest, unique, human *Include values in your content; what you care about (women, the planet, water, animals, the environment, etc) *Integrate content generated by the audience, so they can also tell their story ELLEMENTS OF A STORY
  9. 9. *We are people connecting with other people. Show your brand’s human side *Sharing your personal story can have a positive & far reaching impact on your business *Being curious. Reading outside your scope, talking outside your scope and going off script can create community *We can’t push our message across, we need to pull the customer in. Inspire. *Don’t be scared to identify the conflict. Stand for change. *Well constructed stories and authentic characters can move people to action ALWAYS REMEMBER
  10. 10. *Work narrative into your updates *Challenge convention & pique interest *Use the appropriate language for each platform (Twitter, IG, FB…) *Inspire *Have a consistent thread that runs through your posts & tweets *Incorporate hashtags that are frequently searched SOCIAL MEDIA
  11. 11. *To find your voice *To matter *To engage people and inspire change *To up your business WHY WE STORYTELL