What are the stories, facts, and details of your nonprofit that will build a sense of community and action? We'll answer those questions and share what tools can get you there during this important webinar

2. Part One: Meet Social Media
Engage:SD Sponsor

3. Part One: Meet Social Media
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4. Part Six: Stories that Build Movements…

5. Part Six: Stories that Build Movements
Our Story

6. Part Six: Stories that Build Movements
Why Stories?
Stories are naturally sticky,
which means that people will
remember what you tell them
more readily when you narrate it
through story
Made to Stick: http://heathbrothers.com/

7. Part Six: Stories that Build Movements
Why Stories?
More specifically, the Heath
brothers tell us that “stories
drive action through simulation
(what to do) and inspiration (the
motivation to do it)
Made to Stick Reference Guide

8. Part Six: Stories that Build Movements
Why Stories?
Stories help us combat
“information overload”
Anthropologists contend that up
to 70% of everything we learn is
from stories
Believe Me, Michael Margolis | photo by callumscott2, Flickr

9. Part Six: Stories that Build Movements
Why Stories?
Stories are a way to help people
belong
“stories are so important to
customers, because, unlike
statistics, they can place
themselves in a story”
Brains on Fire (p. 31) | photo by Steve Rhodes, Flickr

10. Part Six: Stories that Build Movements
Why Stories?
Stories are a way to help people
belong
“the bigger the story, the more
room under the tent for people
to show up.”
Believe Me, Michael Margolis | photo by D’Arcy Norman, Flickr

11. Part Six: Stories that Build Movements
How to Tell a Sticky Story
• SimpleS
• UnexpectedU
• ConcreteC
• CredibleC
• EmotionalE
• StoriesS

12. Part Six: Stories that Build Movements
SIMPLE
Simple messages are compact
and only address the most
important idea (the core).
“If you say three things, you
don’t say anything…”
Made to Stick, p. 34| Photo by sparkieblues, Flickr

13. Part Six: Stories that Build Movements
UNEXPECTED
The element of surprise makes
us pay attention and think.
The unexpected idea should lead
to insight regarding your core
message.
Photo by raysto, Flickr

14. Part Six: Stories that Build Movements
CONCRETE
Concrete language helps us
understand new concepts more
readily.
“this nation should commit
itself, before this decade is out,
to landing a man on the moon”
Made to Stick, p. 96 | Photo by Munkho_09, Flickr

15. Part Six: Stories that Build Movements
CREDIBLE
PHD’s and Celebrities may help…
but these might be more
realistic:
> personal experience
> vivid details
> statistical evidence
> the Sinatra test
> testable credential

16. Part Six: Stories that Build Movements
EMOTIONAL
“The goal of making messages
emotional is to make people
care. Feelings inspire people to
act.”
Analytics v. Emotions
Made to Stick (quote, p. 168) | photo by uncultured, Flickr

17. Part Six: Stories that Build Movements
STORIES
Stories drive action through
simulation and inspiration
The key idea here is that the
right stories have the ability to
move people to action
Photo by Leo Reynolds, Flickr

18. Part Six: Stories that Build Movements
STORIES
Three “story plots” to motivate
and inspire:
> Challenge Plot
> Connection Plot
> Creativity Plot
Photo by noodleator, Flickr

19. Part Six: Examples of Stories that Build
Movements…

20. Part Six: Stories that Build Movements
Ford Explorer “Reveal” Campaign
photo by Ford Motor Company, Flickr

21. Part Six: Stories that Build Movements
8 City Unveiling
photo by Ford Motor Company, Flickr

22. Part Six: Stories that Build Movements
A Sense of Anticipation
Photo: Ford Explorer Facebook page
2011 Ford Explorer—
Coming Soon!

23. Part Six: Stories that Build Movements
Create Story Lines
In an attempt to create story
lines, Ford Motor Company has
shared:
1) story lines of the product
2) story lines of the people
who’ve helped develop the
product
photo by Ford Motor Company, Flickr

24. Part Six: Stories that Build Movements
Let’s Weigh In
Let’s Weigh In Video by Ford Motor Company

25. Part Six: Stories that Build Movements
Make it About People
2011 Ford Explorer Engineers by Ford Motor Company

26. Part Six: Stories that Build Movements
Make it About People
2011 Ford Explorer Reveal by Ford Motor Company

27. Part Six: Stories that Build Movements
Does this emotional connection matter?
2011 Ford Explorer Engineers by Ford Motor Company
1.5
x
Facebook increases
“conversion” by 1.5
times

28. Part Six: Stories that Build Movements
West Central Initiative Foundation
Creating A Better Tomorrow website

29. Part Six: Stories that Build Movements
A Playground Built in a Day
A Playground Build in a Day, Home Depot, YouTube

30. Part Six: Stories that Build Movements
Know a California Farmer
Know a California Farmer website

31. Part Six: Stories that Build Movements
An Interview with……
Hugh Weber
Storylines

32. We haven’t forgotten about movements…

33. Part Six: Stories that Build Movements
Tribes: We need you to lead us
Seth Godin

34. Part Six: Stories that Build Movements
What is a Tribe?
Tribes, Seth Godin, p. 1
tribes are
a group of
people
who…
connect
to a
leader
connect
to one
another
connect
to an
idea

35. Part Six: Stories that Build Movements
Brains on Fire
Brains on Fire website

36. Part Six: Stories that Build Movements
Lesson: Find the Passion Conversation
photo by friendtoall78, flickr

37. Part One: Meet Social Media
Get Connected
web: www.engagesd.org
rurallearningcenter.org
facebook: www.facebook.com/engagesd
delicious: http://delicious.com/RuralLearningCenter
twitter: @RuralLearning
resource guide: http://engagesd.wikispaces.com/

38. Part One: Meet Social Media
Thanks for joining us!
Contact Lindsey:
Lindsey Karlson
Lindsey.Karlson@RuralLearningCenter.org
605-772-5153
www.engagesd.org
Contact Mike:
Mike Knutson
Mike.Knutson@RuralLearningCenter.org
605-772-5153
www.engagesd.org