Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016
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Stephen Follows, writer and producer, Catsnake Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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Storytelling - drawing on emotion. Small charities communications conference, 23 September 2016
- 1. Story, Story, Hallelujah Usingstorytellingto changehearts, mindsand actions Presented by Stephen Follows Creative Director of Catsnake Film stephen@catsnake.com @stephenfollows23rd September 2016
- 2. 2 stephen@catsnake.com My Story • Stephen Follows, Creative Director at Catsnake Film • A story agency based in Ealing Studios • Over 30 million views to date
- 3. 3 stephen@catsnake.com Three truths about stories • We all enjoy stories – Deep down, on a primal level • Stories affect us – We feel connected and personally involved • Stories inspire action – Far more than logic and reason
- 4. 4 stephen@catsnake.com Once upon a time…
- 5. 5 stephen@catsnake.com … in a land long ago… 250,000B.P. 200,000B.P. 100,000B.P. 10,000B.P. PresentDay Homo sapiens Stone tools Mitochondrial Eve Fully modern humans Farming Fudge iPhones One Direction Credit Default Swaps Spoken language 150,000B.P. 50,000B.P.
- 6. 6 stephen@catsnake.com … humans evolved tales • The love of stories is hard-wired into our brains • Evolution has made the most important things deeply enjoyable – Fuel became cuisine – Procreation became sex – Survival techniques became stories
- 7. 7 stephen@catsnake.com So, waddya know? • People who crave fat and sugar live longer • In the bush predators could be anywhere • You’re unlikely to meet someone only once • Faces you see often are your friends Obesity Superstition Ethics Celebrity
- 9. 9 stephen@catsnake.com So, waddya know? • People who crave fat and sugar live longer • In the bush predators could be anywhere • You’re unlikely to meet someone only once • Faces you see often are your friends • Representations of humans are humans Obesity Superstition Ethics Celebrity Photos & Videos
- 10. 10 stephen@catsnake.com The Life of Brain Primate “Cerebral Neocortex” Language, planning and perception Mammal “Limbic System” Motivation, emotion, reproductive/parental behavior Reptile “Basal Ganglia” Aggression, dominance and instinct
- 11. 11 stephen@catsnake.com Your cerebral neocortex hard at work
- 12. 12 stephen@catsnake.com 12 What is a story?
- 13. 13 stephen@catsnake.com What’s a story? An account of imaginary or real people and events told for entertainment
- 14. 14 stephen@catsnake.com A story in a single picture
- 16. 16 stephen@catsnake.com 16 What makes people share content?
- 17. 17 stephen@catsnake.com • Practical Value • Social currency • Triggers The elements which make content more shareable Tap into your audiences’ inner caveman Make people look good when they share Tap into familiar items to trigger associations
- 19. 19 stephen@catsnake.com • Practical Value • Social currency • Triggers • Public The elements which make content more shareable Tap into your audiences’ inner caveman Make people look good when they share Tap into familiar items to trigger associations Being seen to share, and feeling included
- 20. 20 stephen@catsnake.com How to crush a soul and not be fired
- 21. 21 stephen@catsnake.com • Practical Value • Social currency • Triggers • Public • Emotion The elements which make content more shareable Tap into your audiences’ inner caveman Make people look good when they share Tap into familiar items to trigger associations Being seen to share, and feeling included When we care, we share
- 22. 22 stephen@catsnake.com The emotions that cause action High Arousal Low Arousal Positive Awe Excitement Amusement Contentment Negative Anger Anxiety Sadness
- 27. 27 stephen@catsnake.com Stay in touch For these slides, or to just swap stories, email me at stephen@catsnake.com Twitter @StephenFollows
- 28. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
- 29. 23 September 2016 London #CCsmallcharity Small charities communications conference