Your orgnization has a story to tell and it's time you started telling it!! In this presentation but Ed Schipul you will learn how to grow your Brand through Online Story.

1. Storytelling through Social Media
The Modern Narrative Defined
www.flickr.com/photos/margolove/3523556733
Ed Schipul
eschipul@schipul.com
www.schipul.com // www.eschipul.com
Thursday, October 15, 2009

2. How would this Story be different?
http://www.youtube.com/watch?v=sMel13nY0PE
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3. Anthropology of Cell Phones
http://pogue.blogs.nytimes.com/2007/03/28/the-anthropology-of-cellphones/
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4. Let’s talk about...
• How to tell a Story
• Developing Characters / Personas
• Motivating your characters
www.flickr.com/photos/7885343@N04/3389501692/
Growing your Brand through online Story
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5. Classic Storytelling
The Power of the Narrative
Once upon a time...
http://flickr.com/photos/e_phots/2646616379/
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6. Modern Storytelling
Narrating through Technology
...we still tell each other our stories...
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7. 4 Elements of Storytelling
1. Message 4. Plot
So my point is...
2. Conflict 3. Characters
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8. What’s old is new: The 4 Elements of a Modern Story
1. The Message
• Strategic premise
• What is your real statement?
• Stick to 1 or 2 messages
• Different audiences mean
different messages
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9. 1. The Message
What are your Vision, Mission and Values?
You can’t write about what you don’t know
• Vision: Big picture
• Mission: The nuts and bolts
• Values: The behaviors that get you there
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10. 1. The Message
Promoting your message in all that you do
• Message #1: Just Do It
• Nike+ Run Faster Blog
• Message #2: We innovate, we help
http://nikeplus.nike.com
• Nike R&D Storytelling videos
www.twiike.com
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11. What’s old is new: The 4 Elements of a Modern Story
2. The Conflict
• Not always negative
• What problem forces you to act?
• How do you restore harmony?
• Internal or external conflict?
http://flickr.com/photos/slipstreamblue/2617035636/
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12. Whole Foods fights bio-engineering and trade practices
http://blog.wholefoodsmarket.com
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13. Starbucks lets patrons discover and solve conflict
www.mystarbucksidea.com
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14. What’s old is new: The 4 Elements of a Modern Story
3. The Characters
• Who are the main players?
• Multi-purpose Characters
• Your readers are Characters too
** PERSONA Development **
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15. 3. The Characters
Mac vs. PC
http://www.youtube.com/watch?v=1EbCyibkNB0
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16. 3. The Characters
The Apple story’s Characters
(everlasting love)
(out-of-the-box geeks)
Benefactor Goal Beneficiary
(in-the-box products)
Support Hero Adversary
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17. Persona Development
How / when will you speak to your Personas?
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18. What kind of Character are you?
The Brave Hero
The Everyday Hero
The Wise Hero
The Caregiver
The Creator
The Lover
The Adventurer
The Joker
The Ruler
The Magician
The Innocent The Rebel
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19. Persona Development
Weave your audience into your Story
www.polleverywhere.com
www.intensedebate.com
www.chipin.com
www.polldaddy.com
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20. Persona Development
Master the art of Listening and Responding
www.blogpulse.com
www.google.com/alerts
www.viralheat.com
www.icerocket.com
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21. What’s your Motivation?
The driving forces behind your
Characters
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22. A rubber raft in the middle of the ocean
http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
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23. Read more: http://www.schipul.com/en/art/?562
Speak to your audience’s motivations
1. Material
2. Social
3. Ideological
http://www.flickr.com/photos/thegreentrilby/93788893/
http://www.flickr.com/photos/barackobamadotcom/2214065098/
http://www.cathedralgrove.se
Thursday, October 15, 2009

24. What’s old is new: The 4 Elements of a Modern Story
4. The Plot
The difference between:
‘The King died and then the
Queen died’
and
‘The King died by the sword and
the Queen died of grief’
http://flickr.com/photos/alimander/2832880196/
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25. 4. The Plot
Plot your Plot
Deal with it
Interact / Connect / Play Almost there...
Establish
Onward and upward
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26. 4. The Plot
For your plot, grab a video camera
www.theflip.com
www.apple.com/ipodnano/
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27. Tweeting your Story
Twitter Storytelling tips and tricks
1. Tell other people’s stories
2. Link like it’s going out of style: www.tinyurl.com
3. Ask questions, answer questions
4. Share brain candy
5. Say thank you
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28. Tweeting your Story
Follow your Story’s Buzz
http://search.twitter.com
www.tweetbeep.com
www.crowdeye.com
www.twitscoop.com
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29. Let’s review...
• Tell your Story with modern tools
• Know yourself, know your audience
• Keep the Story eternal with Twitter
http://flickr.com/photos/sandrino/248016804/
Tell your Story, be a Hero
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30. Thanks for participating today!
Ed Schipul
CEO, Schipul - The Web Marketing Company
www.schipul.com // www.tendenci.com
(281) 497.6567
Blog: www.eschipul.com
Flickr: www.flickr.com/photos/eschipul
Twitter: www.twitter.com/eschipul
Find my slides on Slideshare: www.slideshare.net/eschipul
Thursday, October 15, 2009