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Design Patterns in Social Media: The Hero's Journey will be Twitter-ed

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Ed Schipul
Ed Schipul

Sarasota Design Summit - how to utilize Twitter and other Social Media tools to tell your Story, discover and grow your Characters and further your Plot.

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Ed Schipul [email_address] www.schipul.com // w ww.brandtobedet ermined.com http://flickr.com/photos/mossling/2772640278/ Design Patterns of Social Media Through Story The Hero’s Journey will be Twitter-ed The Hero’s Journey will be Twitter-ed
http://www.youtube.com/watch?v=sMel13nY0PE How would this Story be different?
Anthropology of Cell Phones http://pogue.blogs.nytimes.com/2007/03/28/the-anthropology-of-cellphones/
Let’s talk about... ,[object Object],[object Object],[object Object],Growing your Brand through online Story http://flickr.com/photos/trojanguy/2615818781/
Classic Storytelling The Power of the Narrative
Once upon a time... http://flickr.com/photos/e_phots/2646616379/
...we told each other our stories...
Modern Storytelling Narrating through Technology
http://www.flickr.com/photos/jfchenier/76721307/ Once upon this time...
...we still tell each other our stories...
So my point is... 1. Message 4. Plot 2. Conflict 3. Characters 4 Elements of Storytelling
Life is a story on the Internet -- ijustine lifestreams www.justin.tv/ijustine
[object Object],[object Object],[object Object],[object Object],1. The Message What’s old is new: The 4 Elements of a Modern Story
What are your Vision, Mission and Values? ,[object Object],[object Object],[object Object],1. The Message You can’t write about what you don’t know
Promoting your message in all that you do ,[object Object],[object Object],[object Object],[object Object],1. The Message http://nikeplus.nike.com www.twiike.com
Keep it simple - try a 6 word story 1. The Message Ernest Hemingway’s best work? ‘ For sale: Baby shoes, never worn’ http://www.flickr.com/groups/sixwordstory/
[object Object],[object Object],[object Object],[object Object],2. The Conflict What’s old is new: The 4 Elements of a Modern Story http://flickr.com/photos/slipstreamblue/2617035636/
Identifying your conflict ,[object Object],[object Object],[object Object],[object Object],[object Object],2. The Conflict
Whole Foods fights bio-engineering and trade practices http://blog.wholefoodsmarket.com
Starbucks lets patrons discover and solve conflict www.mystarbucksidea.com
[object Object],[object Object],[object Object],3. The Characters What’s old is new: The 4 Elements of a Modern Story
http://www.youtube.com/watch?v=1EbCyibkNB0 Mac vs. PC 3. The Characters
The Apple story’s Characters Benefactor Beneficiary Hero Adversary Goal Support 3. The Characters (out-of-the-box geeks) (in-the-box products) (everlasting love)
Persona Development: Who the heck is my audience?
1. Identify 3-7 ‘actual’ people (invisible friends) ,[object Object],[object Object],[object Object],[object Object],Persona Development
Your Brand’s Persona #1 Persona Development Ashley Age: 21 Education: College Senior Work: PT barista Income: $9/hour Family: Dating / No kids Hobbies: Blogger / Soccer Platform: PC laptop Magazines: Vanity Fair
Your Brand’s Persona #2 Persona Development Marshall Age: 30 Education: BA Marketing Work: Print designer Income: $53,000/year Family: Engaged, no kids Hobbies: Flag football Platform: Macbook Pro Magazines: Wired
Your Brand’s Persona #3 Persona Development Laura Age: 42 Education: MBA Work: Retail boutique owner Income: $75,000 Family: Married, 2 kids Hobbies: Yoga / Photography Platform: Macbook Magazines: Real Simple
2. How / when will you speak to these Personas? Persona Development
3. Weave your audience into your Story Persona Development www.intensedebate.com www.polldaddy.com www.polleverywhere.com www.chipin.com
4. Master the art of Listening and Responding Persona Development www.google.com/analytics www.feedburner.com www.icerocket.com
Such a Character Oh, the people you’ll meet...
What kind of hero are you? The Joker The Creator The Adventurer The Brave Hero The Wise Hero The Everyday Hero
What kind of hero are you? The Magician The Innocent The Caregiver The Ruler The Rebel The Lover
What’s your Motivation? The driving forces behind your Characters
A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
3 Motivations http://www.schipul.com/en/art/?562 Material Social Ideological 1. Cash 2. Discounts 3. Volunteers get free admission 4. Linkbacks to your site 5. Promotion* 1. Networking 2. Socialization 3. Identity 4. Certification / validation 5. Professional / Development 6. Sex 7. Relationships 8. Organized Religion 9. Status 10. Esteem 11. Some politics 12. Achievement 13. Self-esteem* 14. Promotion 1. Belief in a cause 2. Long-term political goal 3. Religious / spiritual 4. Self-actualization 5. Art
1. Material Incentives ,[object Object],[object Object],[object Object],[object Object]
2. Social Incentives ,[object Object],[object Object],[object Object],Photo credit: http://www.flickr.com/photos/barackobamadotcom/2214065098/
3. Ideological ,[object Object],[object Object],[object Object],Photo credit: http://www.cathedralgrove.se Julia Butterfly
[object Object],[object Object],[object Object],[object Object],4. The Plot What’s old is new: The 4 Elements of a Modern Story http://flickr.com/photos/alimander/2832880196/
Plot your Plot 4. The Plot Establish Interact / Connect / Play Deal with it Almost there... Onward and upward
Strong beginnings matter... 4. The Plot ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Perception is reality - so, what story is out there? 4. The Plot www.brandtags.net www.lovemarks.com
www.google.com/alerts Email updates for your company name and keywords www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names Due diligence on your Story 4. The Plot
Advancing the Plot through Video 4. The Plot www.arttheheartofhouston.com www.haablog.com
For your plot: buy a Flip camera (seriously) 4. The Plot http://www.theflip.com /
Your Character in 140 Characters www.twitter.com
12 people you’ll meet on Twitter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tweeting your Story http://xidey.wordpress.com/2008/07/14/the-twelve-people-you-meet-on-twitter/
Characters that matter on Twitter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tweeting your Story
Twitter Storytelling tips and tricks ,[object Object],[object Object],[object Object],[object Object],[object Object],Tweeting your Story
Follow your Story’s Buzz www.tweetscan.com www.summize.com www.twitscoop.com Tweeting your Story
Do more with less with Twitter Tweeting your Story
Let’s review... ,[object Object],[object Object],[object Object],Tell your Story, be a Hero http://flickr.com/photos/sandrino/248016804/
Thanks for being here! ,[object Object],[object Object],http://www.flickr.com/photos/deneyterrio/2095590563/

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Design Patterns in Social Media: The Hero's Journey will be Twitter-ed

  • 1. Ed Schipul [email_address] www.schipul.com // w ww.brandtobedet ermined.com http://flickr.com/photos/mossling/2772640278/ Design Patterns of Social Media Through Story The Hero’s Journey will be Twitter-ed The Hero’s Journey will be Twitter-ed
  • 3. Anthropology of Cell Phones http://pogue.blogs.nytimes.com/2007/03/28/the-anthropology-of-cellphones/
  • 4.
  • 5. Classic Storytelling The Power of the Narrative
  • 6. Once upon a time... http://flickr.com/photos/e_phots/2646616379/
  • 7. ...we told each other our stories...
  • 8. Modern Storytelling Narrating through Technology
  • 10. ...we still tell each other our stories...
  • 11. So my point is... 1. Message 4. Plot 2. Conflict 3. Characters 4 Elements of Storytelling
  • 12. Life is a story on the Internet -- ijustine lifestreams www.justin.tv/ijustine
  • 13.
  • 14.
  • 15.
  • 16. Keep it simple - try a 6 word story 1. The Message Ernest Hemingway’s best work? ‘ For sale: Baby shoes, never worn’ http://www.flickr.com/groups/sixwordstory/
  • 17.
  • 18.
  • 19. Whole Foods fights bio-engineering and trade practices http://blog.wholefoodsmarket.com
  • 20. Starbucks lets patrons discover and solve conflict www.mystarbucksidea.com
  • 21.
  • 23. The Apple story’s Characters Benefactor Beneficiary Hero Adversary Goal Support 3. The Characters (out-of-the-box geeks) (in-the-box products) (everlasting love)
  • 24. Persona Development: Who the heck is my audience?
  • 25.
  • 26. Your Brand’s Persona #1 Persona Development Ashley Age: 21 Education: College Senior Work: PT barista Income: $9/hour Family: Dating / No kids Hobbies: Blogger / Soccer Platform: PC laptop Magazines: Vanity Fair
  • 27. Your Brand’s Persona #2 Persona Development Marshall Age: 30 Education: BA Marketing Work: Print designer Income: $53,000/year Family: Engaged, no kids Hobbies: Flag football Platform: Macbook Pro Magazines: Wired
  • 28. Your Brand’s Persona #3 Persona Development Laura Age: 42 Education: MBA Work: Retail boutique owner Income: $75,000 Family: Married, 2 kids Hobbies: Yoga / Photography Platform: Macbook Magazines: Real Simple
  • 29. 2. How / when will you speak to these Personas? Persona Development
  • 30. 3. Weave your audience into your Story Persona Development www.intensedebate.com www.polldaddy.com www.polleverywhere.com www.chipin.com
  • 31. 4. Master the art of Listening and Responding Persona Development www.google.com/analytics www.feedburner.com www.icerocket.com
  • 32. Such a Character Oh, the people you’ll meet...
  • 33. What kind of hero are you? The Joker The Creator The Adventurer The Brave Hero The Wise Hero The Everyday Hero
  • 34. What kind of hero are you? The Magician The Innocent The Caregiver The Ruler The Rebel The Lover
  • 35. What’s your Motivation? The driving forces behind your Characters
  • 36. A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
  • 37. 3 Motivations http://www.schipul.com/en/art/?562 Material Social Ideological 1. Cash 2. Discounts 3. Volunteers get free admission 4. Linkbacks to your site 5. Promotion* 1. Networking 2. Socialization 3. Identity 4. Certification / validation 5. Professional / Development 6. Sex 7. Relationships 8. Organized Religion 9. Status 10. Esteem 11. Some politics 12. Achievement 13. Self-esteem* 14. Promotion 1. Belief in a cause 2. Long-term political goal 3. Religious / spiritual 4. Self-actualization 5. Art
  • 38.
  • 39.
  • 40.
  • 41.
  • 42. Plot your Plot 4. The Plot Establish Interact / Connect / Play Deal with it Almost there... Onward and upward
  • 43.
  • 44. Perception is reality - so, what story is out there? 4. The Plot www.brandtags.net www.lovemarks.com
  • 45. www.google.com/alerts Email updates for your company name and keywords www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names Due diligence on your Story 4. The Plot
  • 46. Advancing the Plot through Video 4. The Plot www.arttheheartofhouston.com www.haablog.com
  • 47. For your plot: buy a Flip camera (seriously) 4. The Plot http://www.theflip.com /
  • 48. Your Character in 140 Characters www.twitter.com
  • 49.
  • 50.
  • 51.
  • 52. Follow your Story’s Buzz www.tweetscan.com www.summize.com www.twitscoop.com Tweeting your Story
  • 53. Do more with less with Twitter Tweeting your Story
  • 54.
  • 55.