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How to tell an engaging story

      United Way Mid-Winter Institute
                  2013
              Madison, Wis.

#uwmidwinter
Welcome!
  • Who is this guy (@ctrappe) ? Where I came
    from … where I’m heading




               ChristophTrappe.com
                ChristophsBlog.com
#uwmidwinter         UWECI.org
Rules, rules, rules!
  • Got a question? Ask it. That increases your
    chances of it being answered.
  • Share your thoughts, experiences, opinions,
    etc.
  • This session is on the record…  you can find
    the slides here:
    http://unitedwayofeastcentraliowa.org/marke
    ting/midwinter2013/

#uwmidwinter
Today!
                 Telling stories
  Takeaways:
  • How to identify stories
  • Identifying the best way(s) to tell them
  • How to execute efficiently
  • Identifying channels, measuring results
  • Tips on making time to respond and talking
    with people on all those channels.

#uwmidwinter
Stories
  • Who can tell me something that has
    happened that’s:
      – Interesting
      – Worth sharing
      – Possible: That you shared at breakfast this
        morning, dinner last night, mentioned on the
        phone, calling home?



#uwmidwinter
Stories
• What made it worth sharing?
• How do you know?




 #uwmidwinter
Source:
http://www.getpaidtow
riteonline.com/brain-
writing-infographic/
I have a story …
  • Traffic tickets story from Gazette…




#uwmidwinter
Stories
  • Could you picture somebody driving past a
    church ….
  • And praying?
  • What else?




#uwmidwinter
Stories

     OK…. Are you sold, yet?




#uwmidwinter
OK… but telling a story isn’t enough!

       Take a guess: What’s the
        average attention span
              nowadays?


#uwmidwinter
Attention spans
  Avg: 8 seconds
  Down 4 seconds from 2000
  Attention span of a goldfish: 9 seconds

  Source: http://www.statisticbrain.com/attention-span-statistics/




#uwmidwinter
Attention spans
  OK… that’s funny, but what does it mean to us:

  We need to get to the point!




#uwmidwinter
Attention spans

                 Simplify

      Then simplify some more


#uwmidwinter
How to spot/develop a story?
  • Pay attention (gym example, outside, etc.)
  • Write down ideas …
  • Bring them up to co-workers (at home
    maybe?) Is this interesting? What do you think
    of this?
  • Does it fit into our mission?
      – Why would we share it? How does it fit into our
        business goals?

#uwmidwinter
How to spot a story – Hold That
                  Thought!
  • Your stories need to fit into your business
    goals!
  • What would sharing a story accomplish?
      – Engaging
      – Entertaining
      – Eye opening
      – Educational!

  What are your business goals?
#uwmidwinter
Examples of business goals
  • Be the community connector
  • Raise funds to improve the community
  • Connect people to resources

  Can you verbalize how this story fits into those
    (or your) goals?



#uwmidwinter
Once we have story, let’s share it…




#uwmidwinter
Identifying the best way(s) to tell them

  True/False? Every story fits on every channel!




#uwmidwinter
Stories
  Who has a story that was shared in a print
    brochure, for example?
  Can you share details?

  ….




#uwmidwinter
#uwmidwinter
Execute efficiently
  •   Keep your eyes open
  •   Write down ideas!
  •   Make the time. Find the value!
  •   An easy way: Record things on video/audio
      – “I’m out. I don’t have the equipment.” Anyone say
        that? Let’s look at the equipment you have.
  • Summaries and pictures
  • What are you most comfortable with?
  • Share stories on channels. Don’t have a “scoop
    attitude.”

#uwmidwinter
Stories – What to do
  • Share authentic stories (Doesn’t mean to share
    everything!)
  • Involve real people
      – Clip art/models >>>> Authentic/Real people
      – Explain why this is important. One (off-camera)
        comment from a client shown in video: “I hope this
        will help donations.”
  • Explain it simply.
      – 21st century skills >>> Skills you need in tomorrow’s
        jobs, for example
  • Be specific!
#uwmidwinter
Stories – What not to do
  •   Use big words
  •   Use acronyms
  •   Make up names
  •   Look for reasons why not to share it.
      – Ask people (interviewees) nicely. Give them the
        option. Don’t assume people don’t want to
        participate.
  • Share confidential things!
#uwmidwinter
Stories

If it doesn’t feel right to publish,
  probably shouldn’t be
  published … but figure out
  what’s amiss, fix and then
  publish!
Your brand voice
  • How do you want to come across?
  • Example for United Way in Cedar Rapids…




#uwmidwinter
Brand voice
               Serious, but fun. But not silly!

                  Definitely not markety!




#uwmidwinter
What’s markety?
  • Avoid words like this:
      – This FANTASTIC event.
      – Everyone has/will have fun.
      – Biggest event ever.
      – The best
      – The fastest
      – The slickest

      From: ChristophsBlog.com

#uwmidwinter
Measuring success

     How are we going to do
              this?



#uwmidwinter
How to tell an engaging story   mid-winter institute 2013
Measuring results




#uwmidwinter
Time management
  • Do you check emails? Voicemails?
  • Same for social/website/etc. Check if anyone
    has said something and respond ….
  • Could set time periods for this. Set
    expectations … especially social.




#uwmidwinter
Time management




#uwmidwinter
But everyone
   knows marketing.
  Wait, what?
#uwmidwinter
#uwmidwinter
OK. I’m tired. Time for a break…
  On your own… (make a plan!)
  • Pick a story (one you’ve featured or know of)
  • Does it fit into business goals?
  • Tell the story in 15-20 words!
  • Outline how you would share on the different
    channels!



#uwmidwinter
#uwmidwinter
Group discussions
  • Please share with your neighbors!
      – What’s your story?
      – What was hard?
      – What was easy?
      – What will hurdles be?




#uwmidwinter
Class discussion

         What did you learn?




#uwmidwinter
Telling stories/being public
  • Can you do it?
  • UWECI change ….
  • http://unitedwayofeastcentraliowa.org/marke
    ting/midwinter2013/#blooper




#uwmidwinter
Did we go over time?

                 Questions?




#uwmidwinter
We didn’t go over time?
  Please fill out the evaluations before you go!

  Stay in touch:
  ctrappe@uweci.org
  319-804-9853
  Twitter.com/Ctrappe
  ChristophsBlog.com
  ChristophTrappe.com
#uwmidwinter

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How to tell an engaging story mid-winter institute 2013

  • 1. How to tell an engaging story United Way Mid-Winter Institute 2013 Madison, Wis. #uwmidwinter
  • 2. Welcome! • Who is this guy (@ctrappe) ? Where I came from … where I’m heading ChristophTrappe.com ChristophsBlog.com #uwmidwinter UWECI.org
  • 3. Rules, rules, rules! • Got a question? Ask it. That increases your chances of it being answered. • Share your thoughts, experiences, opinions, etc. • This session is on the record…  you can find the slides here: http://unitedwayofeastcentraliowa.org/marke ting/midwinter2013/ #uwmidwinter
  • 4. Today! Telling stories Takeaways: • How to identify stories • Identifying the best way(s) to tell them • How to execute efficiently • Identifying channels, measuring results • Tips on making time to respond and talking with people on all those channels. #uwmidwinter
  • 5. Stories • Who can tell me something that has happened that’s: – Interesting – Worth sharing – Possible: That you shared at breakfast this morning, dinner last night, mentioned on the phone, calling home? #uwmidwinter
  • 6. Stories • What made it worth sharing? • How do you know? #uwmidwinter
  • 8. I have a story … • Traffic tickets story from Gazette… #uwmidwinter
  • 9. Stories • Could you picture somebody driving past a church …. • And praying? • What else? #uwmidwinter
  • 10. Stories OK…. Are you sold, yet? #uwmidwinter
  • 11. OK… but telling a story isn’t enough! Take a guess: What’s the average attention span nowadays? #uwmidwinter
  • 12. Attention spans Avg: 8 seconds Down 4 seconds from 2000 Attention span of a goldfish: 9 seconds Source: http://www.statisticbrain.com/attention-span-statistics/ #uwmidwinter
  • 13. Attention spans OK… that’s funny, but what does it mean to us: We need to get to the point! #uwmidwinter
  • 14. Attention spans Simplify Then simplify some more #uwmidwinter
  • 15. How to spot/develop a story? • Pay attention (gym example, outside, etc.) • Write down ideas … • Bring them up to co-workers (at home maybe?) Is this interesting? What do you think of this? • Does it fit into our mission? – Why would we share it? How does it fit into our business goals? #uwmidwinter
  • 16. How to spot a story – Hold That Thought! • Your stories need to fit into your business goals! • What would sharing a story accomplish? – Engaging – Entertaining – Eye opening – Educational! What are your business goals? #uwmidwinter
  • 17. Examples of business goals • Be the community connector • Raise funds to improve the community • Connect people to resources Can you verbalize how this story fits into those (or your) goals? #uwmidwinter
  • 18. Once we have story, let’s share it… #uwmidwinter
  • 19. Identifying the best way(s) to tell them True/False? Every story fits on every channel! #uwmidwinter
  • 20. Stories Who has a story that was shared in a print brochure, for example? Can you share details? …. #uwmidwinter
  • 22. Execute efficiently • Keep your eyes open • Write down ideas! • Make the time. Find the value! • An easy way: Record things on video/audio – “I’m out. I don’t have the equipment.” Anyone say that? Let’s look at the equipment you have. • Summaries and pictures • What are you most comfortable with? • Share stories on channels. Don’t have a “scoop attitude.” #uwmidwinter
  • 23. Stories – What to do • Share authentic stories (Doesn’t mean to share everything!) • Involve real people – Clip art/models >>>> Authentic/Real people – Explain why this is important. One (off-camera) comment from a client shown in video: “I hope this will help donations.” • Explain it simply. – 21st century skills >>> Skills you need in tomorrow’s jobs, for example • Be specific! #uwmidwinter
  • 24. Stories – What not to do • Use big words • Use acronyms • Make up names • Look for reasons why not to share it. – Ask people (interviewees) nicely. Give them the option. Don’t assume people don’t want to participate. • Share confidential things! #uwmidwinter
  • 25. Stories If it doesn’t feel right to publish, probably shouldn’t be published … but figure out what’s amiss, fix and then publish!
  • 26. Your brand voice • How do you want to come across? • Example for United Way in Cedar Rapids… #uwmidwinter
  • 27. Brand voice Serious, but fun. But not silly! Definitely not markety! #uwmidwinter
  • 28. What’s markety? • Avoid words like this: – This FANTASTIC event. – Everyone has/will have fun. – Biggest event ever. – The best – The fastest – The slickest From: ChristophsBlog.com #uwmidwinter
  • 29. Measuring success How are we going to do this? #uwmidwinter
  • 32. Time management • Do you check emails? Voicemails? • Same for social/website/etc. Check if anyone has said something and respond …. • Could set time periods for this. Set expectations … especially social. #uwmidwinter
  • 34. But everyone knows marketing. Wait, what? #uwmidwinter
  • 36. OK. I’m tired. Time for a break… On your own… (make a plan!) • Pick a story (one you’ve featured or know of) • Does it fit into business goals? • Tell the story in 15-20 words! • Outline how you would share on the different channels! #uwmidwinter
  • 38. Group discussions • Please share with your neighbors! – What’s your story? – What was hard? – What was easy? – What will hurdles be? #uwmidwinter
  • 39. Class discussion What did you learn? #uwmidwinter
  • 40. Telling stories/being public • Can you do it? • UWECI change …. • http://unitedwayofeastcentraliowa.org/marke ting/midwinter2013/#blooper #uwmidwinter
  • 41. Did we go over time? Questions? #uwmidwinter
  • 42. We didn’t go over time? Please fill out the evaluations before you go! Stay in touch: ctrappe@uweci.org 319-804-9853 Twitter.com/Ctrappe ChristophsBlog.com ChristophTrappe.com #uwmidwinter