Once upon a time the power of storytelling in social media presentation

Once Upon a
Time The
Power of
Storytelling in
Social Media.
Taxonomy of Storytelling
By Cristo Leon Cristo Leon
Feb 18th, 2013

ww.cristoleon.com Hashtag
cristo@cristoleon.com #smwonceuponatweet

About.

Cristo Leon is a Social Media
Consultant and Storyteller. His passion
for connecting and networking has leaded
him to investigate “Social Media
Folklore” and to share his findings with
businesses and entrepreneurs all over the
world.
ww.cristoleon.com
cristo@cristoleon.com

General objective.

To improve the participants skills for
sharing stories. To better understand the
impact that storytelling has had in our life
and will have in the lives of our businesses.

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Workshop Outline. (Onword)

Module. -Taxonomy of Storytelling
1. Story Content.
2. Story Performance and my brand.
3. The Twelve Elements of a Story.
4. Turning Points and Positioning.
5. After Telling a Story, before making a sale.

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1. Story structures
o Basic
Story Content.

o Classic.
o Modern.
2. Place and Community.

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Story Content.

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Story Structure: Basic
Story Content.

Beginning Development End

CLIMAX

Cristo Leon
Feb 6th, 2013
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Story Content.

http://en.wikipedia.org/wiki/Gone_with_the_Wind_(film)
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Story Structure: Classic
Story Content.

3rd
2nd 4th
1st Act
Act Act 5th
Act Act
CLIMAX

Day Night Cristo Leon
Feb 6th, 2013
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Story Content.

http://marvel.com/avengers_movie/
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Story Structure: Modern
1 End
Story Content.

4 Present or
2 Past
Future

3
CLIMAX Development

Cristo Leon
Feb 6th, 2013
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Story Content.

http://inceptionmovie.warnerbros.com/dvd/
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Story Content.

http://designyoutrust.com/2012/04/the-coca-cola-logo-all-over-the-world/

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1. Story Content
 We review Basic, Classic, and Modern structures.
Foreword.

 We analyzed the importance of Place and Community.
 Next, we will discuss the story performance.

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1. Performance 101
Story Performance.

2. “Newbies” use social media for.
3. Situation and testimonials 101

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Story Performance.

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Performance 101.
• Breathing/Singing/Moving and
Story Performance.

Storytelling.
• Styles of Speaking in Storytelling.
•Acting-out Characters (Role-playing).
• Audience-Participation in Storytelling.
• Singing-and-moving Stories.
• Story
Drawing/Painting/Illustrating/Mapping. “Someday we'll find it, the rainbow connection.
• Storytelling accompanied by Illustrations, The lovers, the dreamers, and me”.- Kermit.
Puppets, Masks, and Props.
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Story Performance.

https://www.facebook.com/eminem?fref=ts
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Story Performance.

Newbies use social media to…
• Share experiences from everyday life; and
• Share pictures or products that they found.
• To save money via promotions.

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Story Performance.

Facebook apps for: Target | Oreo
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Situation and testimonials 101:
Regardless of whether a story's characters are humans,
Story Performance.

animals, divinities, aliens, etc -- all stories are about
situations. Story listeners can project themselves into these
characters, and imagine themselves in these situations. The
listeners can consider if they might do things the same or
differently from how the characters do things. This gives the
listeners and readers practice for living. To share testimonials of
the use of our products or services invites other possible users to
try them.

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2. Story Performance.
 We analyzed the performance basics.
Foreword.

 We reflect on how “Newbies” use social media.
 We identified the importance of testimonials.
 Next, we will discuss the twelve elements of storytelling.

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The Twelve Elements of a Story.

1. The twelve elements of storytelling
2. The twelve elements of telling stories with
social media. (Campaigns)

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The Twelve Elements of a Story. The Elements of Storytelling:
1. The title of the story.
2. Characters mindset (their histories, thoughts, decisions, abilities to
follow-through on decisions, actions, etc).
3. Characters' ways of speaking.
4. Characters' ways of moving.
5. Place.
6. Time (continuous, or jumps, flashbacks?).
7. The storyline (also known as, plot) -- in one sentence.
8. Objects in the story.

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The Twelve Elements of a Story. The Elements of Storytelling:

9. Sensory Elements in the story: Smells, Flavours, Colours, Textures,
etc.
10. Emotions in the story (for the characters, the teller, and the listeners).
11. If the story is being told by a character in the story: Who is the
Narrator, and what is his/her Point of View, Tone of Voice, Attitude,
and Style?
12. Point (theme, meaning, moral, message).
Elements 1-11 combined produce element 12.

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The Twelve Elements of a Story. The Elements of telling stories with social media:
1. The title of the campaign.
2. Business mindset (our history, vision, mission, values, etc).
3. Ways of speaking. (how are we going to engage our costumers)
4. Ways of moving. (how are we going to deliver our products)
5. Place. (is there an important location to promote?)
6. Time (continuous, monthly, daily?).
7. The storyline (also known as, the elevator speech) -- in few sentences.
8. Objects in the campaign. (Benefits, prizes, added value)

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The Twelve Elements of a Story.
The Elements of telling stories with social media:
9. Sensory Elements in the story: Smells, Flavours, Colours, Textures,
etc.
10. Emotions in the campaign (for the sales team, the teller, and the
listeners).
11. If the story is being told by a character/real person of the
company: Who is the Narrator, and what is his/her Point of View,
Tone of Voice, Attitude, and Style?
12. Point (theme, meaning, moral, message).
Elements 1-11 combined produce element 12.

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3. The twelve elements of a story.
 We identified the twelve elements of storytelling
Foreword.

 We analyzed the twelve elements of telling stories with social
media.
 Next, we will discuss the turning points and positioning.

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Turning Points.

1. Anagnorisis.

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Anagnorisis:

From the Ancient Greek: (ἀναγνώρισις) is a moment in a play or
Turning Points.

other work when a character makes a Critical Discovery, commonly
know as Turning Points are also known as Moments of Decision,
Moments of Truth, Pivotal Points, Crucial Scenes, Key Scenes, and
Dramatic Moments.

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4. Turning points.
Foreword.

 We identified Anagnorisis
 Next, we will review tips to use after telling a story.

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After Telling a Story.

1. Open questions for internal stakeholders.
2. Tips.

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After Telling a Story. Open questions for internal stakeholders:
• What do you remember about the story?
• What did you think about the story?
• How did you feel about the story?
• What did you like about the story?
• Might you have a favorite scene in the story?
• How do you feel about the ways the characters behaved?

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Open questions for internal stakeholders:
• Do you feel the story shows any positive behaviors?
After Telling a Story.

(that we should seek to imitate).
• Do you feel the story shows any negative behaviors?
(that we should seek to avoid).
• Might there be something about the story that you might like to
change?
• What messages, morals, and meanings do you get from the story?
• Is this story going to help us to increase the sales?

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Tips for good Storytelling. Tips to share the story:
Throw oneself into telling the story.
Believe in the value of the story, and be enthusiastic about sharing it
with listeners. Commit oneself to the story, trust it, get into it, and tell it
whole-heartedly. It should be an “Every body’s in” adventure.
Use voice modulation.
Give variations in tone-of-voice, attitude, and emotion; speed, pitch,
and rhythm. Give contrast -- even opposites -- between the various voices
(slow and fast, continuously and with pauses, soft and loud, low and high
pitch, meek and proud emotions, etc). Find your voice.

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Tips for good Storytelling. Tips to share the story:
Expression.
Use facial expressions, gestures, body language (posture and
movement).
Visualization.
Visualize the elements of each scene and describe these elements to
listeners. (Your family may have a great idea to share with you)
Act.
Act-out (step-into, role-play) characters: speak their words and
physically become these characters. (The purple cow)

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Tips for good Storytelling. Tips:
Contact.
Make eye-contact with individual listeners -- both as narrator, and when
role-playing a character. Try looking at a single listener while speaking a
complete thought.
Dialog.
Develop repeated conversational exchanges between your business and
its customers.

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Tips for good Storytelling. Tips:
Music.
If you have the budget the music is on of the must important factors in
positioning your idea in to your customers mind.
Use a different one for every campaign.
There is nothing wrong with NOT using music as long as is a conscious
decision or part of the message.

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4. Tips for good storytelling.
Foreword.

 We identified Key questions for our stakeholders
 We observed general tips.
 Next, we will close this course.

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Foreword

Module. -Taxonomy of Storytelling
 You learn the importance of Story Content.
 You acknowledge the Story Performance and Branding
techniques.
 We reviewed “The Twelve Elements of a Story”.
 You know what a Turning Point is
 You received tips to apply after Telling a Story.

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Materials:
• These presentation is at www.slideshare.com/cristoleon
• To download this presentation use this link
• You can contact Cristo at cristo@cristoleon.com
• Feel free to use the Hashtag #smwonceuponatweet
• For the full list of the Super Bowl 43 commercials of 2013 use this
link.

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http://cristoleon.com/blog/videos/tpssmlive/

Thanks for your time.

Cristo Leon
Feb 6th, 2013
ww.cristoleon.com

www.cristoleon.com
CRISTO LEON Resume cristo@cristoleon.com

Dedicated to Social Media, Creating
focused on executive education Innovative
excellence. Connections
Consultant and Facilitator of
Social Media. Today is dedicated
to implement: Narrativity and
Ludotechniques.

Trainer Experience
Social Media Optimization (SMO):
Visibility and Positioning. Work Experience
SM Marketing.
Human Resources 2.0 Social Media Consultant.
Cristo Leon.
SM Effective Use. Social Media Trainer.
Tourism and Communication 2.0 ITESM.
SM Effective Campaigns. Outreach Coordinator.
ITESM, CCV, Sede Xalapa.
Resident Director.
Education International Studies Abroad.

BA Theater and Cultural Promotion. University of Veracruz ´99.
Master of Business Administration (MBA). ITESM-Studying.

Once upon a time the power of storytelling in social media presentation

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