Storytelling

•

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This document discusses how to turn data into compelling stories using data visualizations. It explains that audiences need motivation to consume information and that stories make data consumable. It provides tips for crafting stories such as knowing the audience, identifying possible stories in the data, and balancing the story, data, and audience. Examples of visualizations are also included such as a Google Analytics report, a global sharknado threat story, and a startup universe visualization. The importance of distribution and providing value to the audience is also discussed.

Technology News & Politics

What is Visually?
An ecosystem for creating, sharing, and exploring data
visualizations.
create.visual.ly
marketplace.visual.ly
visual.ly
blog.visual.ly
visual.ly

Data Visualizations Need Audience
Audiences need motivation to consume.
The main website provides a
curated source of “cool stuff” for
people to browse. This gives people
a good source of content to share
on their social networks, or just
entertainment when they are
bored at work.

Start With Story
Stories make data consumable.
The data that goes into stories is
often dull. Good visualization
doesn’t just show the data, it
shows a story that’s in the data.

Crafting Stories
How do you build compelling stories?
Know the audience.
Identify the possible stories.
Balance both of them with data.

Google Analytics Report
Know the audience.

Early Mock-Up
History of views and current sources.

Early Mock-Up
Total visits and break-down.

Distribution is Important
Distribution has an impact on audience.
Delivering something to
someone’s inbox weekly is a
dangerous game. It has to be
something that doesn’t annoy,
and something that provides real
value. Repetitive info will be
obnoxious or ignored.

The Global Sharknado Threat
Identify possible stories.

Searching for a Story
A Venn diagram of shark threats.
Shark
Tornado
Sharknado
Octopus
Sharktopus
OctornadoSharnadoctopus
But that quickly got out of hand:
Dinoshark
Mega Shark
Two Headed Shark
...

Searching for a Story
A Taxonomy of Shark Media

Startup Universe
Balance Audience, Data and Story.

Investors vs. World
Balance audience.
Target audience is investors. But
investors are interested in different
things from the rest of the world.

Supportive Data Source
Balance data.
The data isn’t always there to
support the story you want to
show.

Engaging Story
Balance story.
Sometimes the story isn’t
interesting enough to everyone.

Exploring Stories
Let the user find stories themselves.

Questions
Drew Skau
drew@visual.ly
@SeeingStructure
Google Analytics Report
visual.ly/google-analytics-report
Global Sharknado Threat
visual.ly/global-sharknado-threat
Startup Universe
visual.ly/startup-universe

Visual.ly is an ecosystem for creating, sharing, and exploring data visualizations. The main website provides curated content to entertain and engage audiences in browsing data stories. Good data stories combine compelling narratives with visualizations that illuminate the data rather than just presenting it. Crafting such stories requires knowing the audience, identifying possible narratives, and balancing both with the visualized data. The document discusses strategies for effectively distributing data stories and examples of Visual.ly projects that balance audience interests, narrative possibilities, and supportive data.

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Storytelling

1. Turning Data Into Stories.

2. What is Visually? An ecosystem for creating, sharing, and exploring data visualizations. create.visual.ly marketplace.visual.ly visual.ly blog.visual.ly visual.ly

3. Data Visualizations Need Audience Audiences need motivation to consume. The main website provides a curated source of “cool stuff” for people to browse. This gives people a good source of content to share on their social networks, or just entertainment when they are bored at work.

4. Start With Story Stories make data consumable. The data that goes into stories is often dull. Good visualization doesn’t just show the data, it shows a story that’s in the data.

5. Crafting Stories How do you build compelling stories? Know the audience. Identify the possible stories. Balance both of them with data.

6. Google Analytics Report Know the audience.

7. Early Mock-Up History of views and current sources.

8. Early Mock-Up Total visits and break-down.

9. Top Website Manager Stats Be useful.

10. Distribution is Important Distribution has an impact on audience. Delivering something to someone’s inbox weekly is a dangerous game. It has to be something that doesn’t annoy, and something that provides real value. Repetitive info will be obnoxious or ignored.

11. The Global Sharknado Threat Identify possible stories.

12. The Global Sharknado Threat Background.

13. Searching for a Story A Venn diagram of shark threats. Shark Tornado Sharknado Octopus Sharktopus OctornadoSharnadoctopus But that quickly got out of hand: Dinoshark Mega Shark Two Headed Shark ...

14. Searching for a Story A Taxonomy of Shark Media

15. Make It Relatable Everyone has a home.

16. The Global Sharknado Threat

17. Startup Universe Balance Audience, Data and Story.

18. Investors vs. World Balance audience. Target audience is investors. But investors are interested in different things from the rest of the world.

19. Supportive Data Source Balance data. The data isn’t always there to support the story you want to show.

20. Engaging Story Balance story. Sometimes the story isn’t interesting enough to everyone.

21. Exploring Stories Let the user find stories themselves.

22. Questions Drew Skau drew@visual.ly @SeeingStructure Google Analytics Report visual.ly/google-analytics-report Global Sharknado Threat visual.ly/global-sharknado-threat Startup Universe visual.ly/startup-universe

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