Storytelling in a Social World


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Storytelling in a Social World

  1. 1. social media for economic development (…and everyone else) What it is. Why it’s different. How it’s the same. How you can use it. May 5, 2010
  2. 2. social media: what it is Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. – Wikipedia Social media describes the nearly frictionless creation, distribution, sharing and annotating of content made possible by nearly universal and low-cost access to public networks. – Robert Cathey All media is social. – Gary Goldhammer
  3. 3. why it’s different traditional media… - narrow channels - few outlets - limited bandwidth getting through requires… - packaging - formatting - relationships you deal with… - lack of control - intermediaries - distortion but if it works… - credibility - shelf life - mindshare
  4. 4. why it’s different social media… - broad, deep channels - nearly limitless outlets - monstrous bandwidth getting through requires… - honesty - planning - relationships you deal with… - earned credibility - noise - distraction but if it works… - authority - voice - mindshare
  5. 5. why it’s the same to tell great stories… - be human - be focused - make a point critical skill: learning to be storytellers, not marketers good news!...
  6. 6. why it’s the same great content… - tells a story - is authentic - invites a conversation
  7. 7. what it is why it’s different why it’s the same Social media is campfire storytelling on an epic scale.
  8. 8. how you can use it to make social media effective, you must be… real: unvarnished; non- promotional relevant: valuable frequent: regular; reliable focused: on topic; sharp; incisive; brief engaging: invites conversation responsive: listen insightful: deliver something new; add to the conversation
  9. 9. how you can use it creating great stories… show your soul: brand consistency first person: stories are told by people, not corporations invite conversation: not marketing at them go: research, inventory, write, reach out, invite
  10. 10. potential slipups technology is not sociology: setup takes an hour; content takes a lifetime lapse of posts or lack of follow up: bad writing: study, learn, observe, critique, ask for help promotional: it’s not a brochure plagiarize: give credit bash competition: praise them if you can spam, Digg and Stumble: see “promotional” marketing at: …instead of inviting conversation with brand inconsistency: what you do reflects the company
  11. 11. tools conversation prism: Brian Solis, et. al. listen: - Social Mention - Tweet Meme - Google / Google Blog Search - Reddit - Delver - One Riot - Surchur - Twitter Search - Addictomatic - Topsy - Collecta - Twazzup - Who’s Talkin - Social Scout - Hubspot
  12. 12. questions search engines keywords LinkedIn, Twitter, Plaxo, Facebook, YouTube social media policy getting started