SlideShare a Scribd company logo
STORYTELLING FOR SOCIAL BANKS
      Marketing Experts Seminar 2011
      isb - institute for social banking


               Dorothea Martin
           Transmedia Concepts + Storytelling
Why stories?

                                                “When it comes to communicating an important
                             Emotions           message, people really don’t care about the facts.
                                                They care about the things that touch, move and
                                                inspire them. Facts just can’t do that. […]
                                                Stories work where facts don’t because humans don’t
                                                always make rational decisions. We generally make
                                                decisions based on emotion, and then look for the
                                                facts that support those decisions.”
                                                 http://www.themoleskin.com/2010/03/the-art-of-business-
                                                storytelling/


                                                Watch:
                                                Simon Sineks’ TED-talk “How Great Leaders Inspire
                                                Action”
                                                http://www.ted.com/talks/simon_sinek_how_great_leaders_in
                                                spire_action.html


                                                Or read his book:
                                                Start with why. How great leaders inspire everyone to
                                                take action. New York u.a. 2009.



Dorothea Martin - Storytelling Social Banking
Why stories?




Dorothea Martin - Storytelling Social Banking   http://jeffhurtblog.com/2011/05/03/storytelling-isnt-just-for-campfires-infographic/
The basic story model




Dorothea Martin - Storytelling Social Banking   http://www.themoleskin.com/2010/03/storytelling-in-business-elements-of-story-structure/
Telling a story

        Beginning
        Middle                                                            Interesting
        End                                                               characters for
                                                                          identification
                                                Let something
                                                happen!

  Causality
  Chekhov‘s
  gun                                                              Character needs
                                  Extremes                         challenges to
                                  Events                           develop
                                  Emotions
                                  Experiences

                                                                  Keep your storytelling
                                                                focused, simple, and clear
                                                                       (Denning, p. 29)
Dorothea Martin - Storytelling Social Banking
Model

                                                         The Hero‘s Journey is one
                                                         model for crafting stories:

                                                         Hero needs a clear mission,
                                                         has to face real problems
                                                         and hurdles, there has to be
                                                         a central conflict
                                                         (antagonist!), a turning
                                                         point, and the return of an
                                                         hero, altered by his journey.




                                                        Nancy Duarte: resonate. Present Visual
                                                        Stories that Transform Audiences. Hoboken,
Dorothea Martin - Storytelling Social Banking           2010. p.33
Model

                                                        Hero‘s Journey
                                                        in 5 steps:

                                                        1. Call to adventure
                                                        2. Departure towards the
                                                           unknown
                                                        3. Way of inquiries
                                                        4. Treasure
                                                        5. Return home




                                                        Karolina Frenzel, Michael Müller, Hermann Sottong:
                                                        Storytelling. Das Praxisbuch. München/Wien, 2006.
                                                        p.122
                                                        Pic:
Dorothea Martin - Storytelling Social Banking           http://en.wikipedia.org/wiki/File:Heroesjourney.svg
Where to find stories?

                                                                      Talk to your co-
                                                                      workers:
                Talk to your                                          what are their
                clients!                                              stories?
                Portray them and
                their projects




                                                Ask the right questions:
                                                Extremes (best and worst moments),
                                                Events (concrete), Emotions (feelings
                                                caused by events),
                                                Experiences (personal, valuable)

Dorothea Martin - Storytelling Social Banking                  Raf Stevens: No story, no fans. p.129f.
Finding our story

                                                Return
                                                                      Mentor
                      Solution/                          Mission
                      Decision


    Crisis                                      Hero               Helpers

                     Challenges                          Antagonist

Dorothea Martin - Storytelling Social Banking
Story of Social Banking
                                                          MISSION:
                                                       Change the world
   BIRTH of our                                        by serving real              DECISION:
                                                       economy activities        Where do you invest?
      HERO:                                            that have positive        What has the biggest
We were all customers in                               social, cultural,               impact?
the beginning. We didn’t                HERO:          and ecological
want to become bankers,        Hard-working, idealisticimpact
but there were people          economist,
who had money and              Caring, connects easily,
                                                                                  CRISIS:
those who needed it.           pioneer, fair, honest,                        Do we still do the right
                               critical                                               thing?
                               (stubborn, balancing                         Am I still true to myself?
                               between modesty and                            Money -> impact?
                               full-of-him/herselfness)
                                                               THREATS:
                                                           Losing values
                                                           Low budget/income
        ANTAGONIST:                                        New regulations            CHALLENGES:
                                                           Giving up                 Keeping the balance
                                                           Growth as goal            between being
                 Greed
                                                           Too much                  dogmatic and losing
                                                           involvement               values
                                                                                     Being efficient



          Dorothea Martin - Storytelling Social Banking
Story of Social Banking

                                                                 7. Inner conflict: our tree
         6. Big tree: shadows all the
         others – „you could be like me!“
                                                                  8. Big tree: got too big – loses all apples,
                                                                  tumbling trees, leaves turn brown
 5. People fight: somone
 leaves the small tree group
                                                                     9. People panik, painting leaves green


       4. Big trees are fertilized                               10. Our tree helps people and the big tree

3. People water it, it
grows, is happy, and has
small, tasty apples.                                         11. Our tree grows: more sun + more people

   2. People plant a seed.
                                                            12. Forest more colourful. Pears, peaches, More
 1. People in a forest. They can‘t
                                                            trees like our tree, big tree: no more fertilizer
 reach the apples of the big trees.

            Dorothea Martin - Storytelling Social Banking
The content everybody is talking about…

STORIES IN SOCIAL MEDIA


Dorothea Martin - Storytelling Social Banking
Social Media                                       Too much,
                                                                                          short lifespan

                                                 Focus and
                                                concentrate




Dorothea Martin - Storytelling Social Banking    http://blog.skloog.com/history-social-media-history-social-media-bookmarking/
Which Platforms?




                                     http://www.beeze.de/2011/googlevs-facebook-picdump-509

Dorothea Martin - Storytelling Social Banking
Social Media Types
                                                                                                              Audience


                                                Creators 10%
                                                Critics 10%
                                                Collectors 15%


                                                         Joiners
                                                     Spectators
                                                      Inactives



                                                        Quelle: http://www.webosoph.de/2010/09/10/wer-bloggt-ist-nicht-unbedingt-in-online-social-
Dorothea Martin - Storytelling Social Banking           networks-aktiv-%E2%80%93-serie-soziologie-und-typologien-der-web-2-0-nutzer-teil-3-von-7/
Strategy
                      Golden
                       Rule:
                    Listen first!
                                                 Strategy &
                                                 guidelines           Find your
                                                    next                 most
                                                                      important
                                                                      platforms!




                                    Blog–                        Hub –
                                                              Community–
                                  Facebook–
                                                               Multipliers
                                   Twitter
                                 – YouTube -
                                   Google+
                                                   =          –Multimedia-
                                                              “Social Media
                                                                Experts”


Dorothea Martin - Storytelling Social Banking
Strategy
                                                    You
                                                    Are
                                                  Experts



                            Become                             Build
                           Authorities                         trust




                                     Relevant                You
                                   information              Curate
                                   for you and               And
                                   your clients             spread



Dorothea Martin - Storytelling Social Banking
Tools – Finding Content




          TWITTER SEARCH                        Google Alerts to relevant keywords help
          http://mashable.co                    you find interesting links, blog posts,
          m/2010/12/12/twitt                    pictures and more.
          er-advanced-search-                   Advanced Twitter search gets results
          video/                                around you, by certain people, with special
                                                attitude, …
Dorothea Martin - Storytelling Social Banking
Organising Content




                                                Filter information with
                                                RSS-Feeds, Email-Subscriptions,…
                                                Using iGoogle, Google-Reader,
                                                Feedly, …


Dorothea Martin - Storytelling Social Banking
Organising Content



                                                Social Bookmarking

                                                Delicious.com
                                                StumbleUpon
                                                Reddit
                                                Mister Wong, …




Dorothea Martin - Storytelling Social Banking
Organising Social Media




So called „Social Media
dashboards“ like Hootsuite (in-
browser and app) or TweetDeck
(desktop & app) help to organise
accounts on Twitter, Facebook,
Foursquare,… Schedule your
updates, create lists, huse
hashtags, …
Dorothea Martin - Storytelling Social Banking
Tools - Curation


     Pearltrees

     Very visual way to
     bookmark and give
     meanings to links you
     found on the internet.

     Curation tool that lets
     you work in teams.
     http://pearltrees.com
     http://www.tgdaily.com/software-
     features/55373-6-reasons-to-use-pearltrees




Dorothea Martin - Storytelling Social Banking
Tools - Curation


                                                PaperLi

                                                Automatically creating a
                                                daily/weekly/monthly
                                                online-newspaper out of
                                                interesting links (filtered
                                                by hashtags, twitter-lists,
                                                …) by you or by certain
                                                twitter-users and other
                                                networks.

                                                http://paper.li




Dorothea Martin - Storytelling Social Banking
Tools - Curation


  ScoopIt

  Create kind of a
  wallpaper consisting of
  relevant content around
  your topic.
  You curate and comment
  links you found.
  More content-centric than
  Pearltrees.

  Others can subscribe to
  it. Recommendation.

  http://scoopit.com



Dorothea Martin - Storytelling Social Banking
Tools - Curation

                                                Storify

                                                Pull together content
                                                from social networks to
                                                create a cohesive story
                                                with tweets, posts,
                                                photos and videos that
                                                maintain their original
                                                functionality.

                                                Strong recommendation:
                                                you can build a story like
                                                that!

                                                http://storify.com




Dorothea Martin - Storytelling Social Banking
Creating a sustainable (story-) world

STORIES IN TRANSMEDIA


Dorothea Martin - Storytelling Social Banking
Transmedia


Transmedia storytelling is storytelling across multiple
forms of media with each element making distinctive
contributions to a fan's understanding of the story world.
By using different media formats, transmedia creates
"entrypoints" through which consumers can become
immersed in a story world”.


                                          Henry Jenkins, Convergence Culture: Where Old And
                                                                          New Media Collide?


Dorothea Martin - Storytelling Social Banking
Transmedia




Dorothea Martin - Storytelling Social Banking
Story is more than social media

Try to tell the right part of your story on every platform:
who uses the platform/medium, what‘s the tonality?

Maybe crossmedia (same story/content on every platform) is easier
to realise – but always adapt the tonality

People are on social networks to get to know each other. It‘s about
humans and they want to connect.
Combine your activities with events!

Show your face, be authentic, and be real.




      Dorothea Martin - Storytelling Social Banking
Books & Blogs
•   Campbell, Joseph: The Hero with a Thousand Faces. New York, 1949.
•   Denning, Stephen: The Leader’s Guide to Storytelling. Mastering the Art and Discipline of
    Business Narrative. San Francisco: Wiley, 2005.
•   Duarte, Nancy: Resonate. Present Visual Stories That Transform Audiences. Hoboken:
    Wiley, 2010.
•   Field, Syd: Screenplay. The Foundations of Screenwriting. A Step by Step Guide from
    Concept to finished Script. New York, 1979.
•   Mark, Margaret/Pearson, Carol S.: The Hero and the Outlaw. Buidling Extraordinary Brands
    Through the Power of Archetypes. New York and others, 2001.
•   McKee, Robert: Story. Substance, Structure, Style, and the Principles of Screenwriting. New
    York: Harper Collins, 1997.
•   Sinek, Simon: Start with Why. How Great Leaders Inspire Everyone to Take Action. New
    York: Penguin, 2009.
•   Stevens, Raf: No Story, no Fans. Kindle ebook, 2011. http://www.corporatestoryteller.be/

Ressources & Inspiration
•   3-acts-scheme: http://www.themoleskin.com/2010/03/storytelling-in-business-elements-
    of-story-structure/
•   Kelsey Ruger: http://www.themoleskin.com/
•   Visual Storytelling: Steven Johnson – Where Good Ideas Come from (Video)
    http://www.youtube.com/watch?v=NugRZGDbPFU

        Dorothea Martin - Storytelling Social Banking
Thank you!                    lets keep in
                                                                            touch!

 Dorothea Martin
 Berlin

 Transmedia
                                                 Das wilde Dutzend
 Storytelling and Concepts
                                                 Hagenauerstr. 2
 imaginary friends
 http://imaginary-friends.de                     10435 Berlin


 Tel: 0049-172-5704552
 Mail: d.vmartin@yahoo.de                        http://das-wilde-dutzend.de
                                                 http://twitter.com/daswildedutzend
                                                 http://facebook.com/daswildedutzend
 Web:                                            http://flickr.com/photos/daswildedutzend
 http://doromartin.posterous.com
 http://www.slideshare.net/DoroMartin/
 http://twitter.com/doromartin
 http://facebook.com/dorothea.martin




Dorothea Martin - Storytelling Social Bankingz

More Related Content

Viewers also liked

Heinold Medien 2 0
Heinold Medien 2 0Heinold Medien 2 0
Heinold Medien 2 0
Ehrhardt Heinold
 
Geschaeftsmodelle heinold
Geschaeftsmodelle heinoldGeschaeftsmodelle heinold
Geschaeftsmodelle heinold
Ehrhardt Heinold
 
It's all about the content - ABA Marketing & Retail Banking Conference
It's all about the content - ABA Marketing & Retail Banking ConferenceIt's all about the content - ABA Marketing & Retail Banking Conference
It's all about the content - ABA Marketing & Retail Banking Conference
Kristin Brandt
 
Erfolgsfaktoren im Change-Management der Verlag
Erfolgsfaktoren im Change-Management der VerlagErfolgsfaktoren im Change-Management der Verlag
Erfolgsfaktoren im Change-Management der Verlag
Markus Wilhelm
 
Learntec charts heinold_2013
Learntec charts heinold_2013Learntec charts heinold_2013
Learntec charts heinold_2013
Ehrhardt Heinold
 
Agile Business Development
Agile Business DevelopmentAgile Business Development
Agile Business Development
Jens Korte
 
Wie Printformate auch in einer digitalen Welt überzeugen
Wie Printformate auch in einer digitalen Welt überzeugenWie Printformate auch in einer digitalen Welt überzeugen
Wie Printformate auch in einer digitalen Welt überzeugen
Ehrhardt Heinold
 
Von Lessing zu Lessig
Von Lessing zu LessigVon Lessing zu Lessig
Von Lessing zu Lessig
Andrea Kamphuis
 
WP-CLI: WordCamp Nashville 2016
WP-CLI: WordCamp Nashville 2016WP-CLI: WordCamp Nashville 2016
WP-CLI: WordCamp Nashville 2016
Terell Moore
 
WordCamp Nashville 2016 Pamela Coyle/Content Connects
WordCamp Nashville 2016 Pamela Coyle/Content ConnectsWordCamp Nashville 2016 Pamela Coyle/Content Connects
WordCamp Nashville 2016 Pamela Coyle/Content Connects
Content Connects, Nashville
 
WordCamp Nashville 2016: The promise and peril of Agile and Lean practices
WordCamp Nashville 2016: The promise and peril of Agile and Lean practicesWordCamp Nashville 2016: The promise and peril of Agile and Lean practices
WordCamp Nashville 2016: The promise and peril of Agile and Lean practices
mtoppa
 
WordCamp Nashville 2016 - In Case of Zombies
WordCamp Nashville 2016 - In Case of ZombiesWordCamp Nashville 2016 - In Case of Zombies
WordCamp Nashville 2016 - In Case of Zombies
Kate Newbill
 
10 Things I Wish I'd Known About Freelancing
10 Things I Wish I'd Known About Freelancing10 Things I Wish I'd Known About Freelancing
10 Things I Wish I'd Known About Freelancing
Nathan Ingram
 
Зачем вам нужен BuddyPress?
Зачем вам нужен BuddyPress?Зачем вам нужен BuddyPress?
Зачем вам нужен BuddyPress?
Oleksandr Strikha
 
Nürnberg WordPress Meetup - Custom Post Types mit PODS.io
Nürnberg WordPress Meetup - Custom Post Types mit PODS.ioNürnberg WordPress Meetup - Custom Post Types mit PODS.io
Nürnberg WordPress Meetup - Custom Post Types mit PODS.io
frankstaude
 
Shortcodes In-Depth
Shortcodes In-DepthShortcodes In-Depth
Shortcodes In-Depth
Micah Wood
 
Mapoteca accesible
Mapoteca accesibleMapoteca accesible
Mapoteca accesible
Manuel Razzari
 
Accesibilidad web - más allá del marcado
Accesibilidad web - más allá del marcadoAccesibilidad web - más allá del marcado
Accesibilidad web - más allá del marcado
Manuel Razzari
 
WordCamp Manchester 2016 - Making WordPress Menus Smarter
WordCamp Manchester 2016 - Making WordPress Menus SmarterWordCamp Manchester 2016 - Making WordPress Menus Smarter
WordCamp Manchester 2016 - Making WordPress Menus Smarter
Jonny Allbut
 

Viewers also liked (20)

Heinold Medien 2 0
Heinold Medien 2 0Heinold Medien 2 0
Heinold Medien 2 0
 
Geschaeftsmodelle heinold
Geschaeftsmodelle heinoldGeschaeftsmodelle heinold
Geschaeftsmodelle heinold
 
It's all about the content - ABA Marketing & Retail Banking Conference
It's all about the content - ABA Marketing & Retail Banking ConferenceIt's all about the content - ABA Marketing & Retail Banking Conference
It's all about the content - ABA Marketing & Retail Banking Conference
 
Erfolgsfaktoren im Change-Management der Verlag
Erfolgsfaktoren im Change-Management der VerlagErfolgsfaktoren im Change-Management der Verlag
Erfolgsfaktoren im Change-Management der Verlag
 
Heinold learntec 2014
Heinold learntec 2014Heinold learntec 2014
Heinold learntec 2014
 
Learntec charts heinold_2013
Learntec charts heinold_2013Learntec charts heinold_2013
Learntec charts heinold_2013
 
Agile Business Development
Agile Business DevelopmentAgile Business Development
Agile Business Development
 
Wie Printformate auch in einer digitalen Welt überzeugen
Wie Printformate auch in einer digitalen Welt überzeugenWie Printformate auch in einer digitalen Welt überzeugen
Wie Printformate auch in einer digitalen Welt überzeugen
 
Von Lessing zu Lessig
Von Lessing zu LessigVon Lessing zu Lessig
Von Lessing zu Lessig
 
WP-CLI: WordCamp Nashville 2016
WP-CLI: WordCamp Nashville 2016WP-CLI: WordCamp Nashville 2016
WP-CLI: WordCamp Nashville 2016
 
WordCamp Nashville 2016 Pamela Coyle/Content Connects
WordCamp Nashville 2016 Pamela Coyle/Content ConnectsWordCamp Nashville 2016 Pamela Coyle/Content Connects
WordCamp Nashville 2016 Pamela Coyle/Content Connects
 
WordCamp Nashville 2016: The promise and peril of Agile and Lean practices
WordCamp Nashville 2016: The promise and peril of Agile and Lean practicesWordCamp Nashville 2016: The promise and peril of Agile and Lean practices
WordCamp Nashville 2016: The promise and peril of Agile and Lean practices
 
WordCamp Nashville 2016 - In Case of Zombies
WordCamp Nashville 2016 - In Case of ZombiesWordCamp Nashville 2016 - In Case of Zombies
WordCamp Nashville 2016 - In Case of Zombies
 
10 Things I Wish I'd Known About Freelancing
10 Things I Wish I'd Known About Freelancing10 Things I Wish I'd Known About Freelancing
10 Things I Wish I'd Known About Freelancing
 
Зачем вам нужен BuddyPress?
Зачем вам нужен BuddyPress?Зачем вам нужен BuddyPress?
Зачем вам нужен BuddyPress?
 
Nürnberg WordPress Meetup - Custom Post Types mit PODS.io
Nürnberg WordPress Meetup - Custom Post Types mit PODS.ioNürnberg WordPress Meetup - Custom Post Types mit PODS.io
Nürnberg WordPress Meetup - Custom Post Types mit PODS.io
 
Shortcodes In-Depth
Shortcodes In-DepthShortcodes In-Depth
Shortcodes In-Depth
 
Mapoteca accesible
Mapoteca accesibleMapoteca accesible
Mapoteca accesible
 
Accesibilidad web - más allá del marcado
Accesibilidad web - más allá del marcadoAccesibilidad web - más allá del marcado
Accesibilidad web - más allá del marcado
 
WordCamp Manchester 2016 - Making WordPress Menus Smarter
WordCamp Manchester 2016 - Making WordPress Menus SmarterWordCamp Manchester 2016 - Making WordPress Menus Smarter
WordCamp Manchester 2016 - Making WordPress Menus Smarter
 

Similar to Storytelling for Social Banks

Storytelling and Knowledge Management
Storytelling and Knowledge ManagementStorytelling and Knowledge Management
Storytelling and Knowledge Management
Steve Song
 
Brand storytelling
Brand storytellingBrand storytelling
Brand storytelling
JSH&A Communications
 
Digital Age: Changes and Challenges. For IT Cluster
Digital Age: Changes and Challenges. For IT ClusterDigital Age: Changes and Challenges. For IT Cluster
Digital Age: Changes and Challenges. For IT Cluster
Zigurds Zakis
 
Story in the Context of Transmedia
Story in the Context of TransmediaStory in the Context of Transmedia
Story in the Context of Transmedia
Joel Blom
 
VT Workers Center
VT Workers CenterVT Workers Center
Intro tvdrama representation adaption
Intro tvdrama representation adaptionIntro tvdrama representation adaption
Intro tvdrama representation adaption
jonreigatemedia
 
Grassroots Intl
Grassroots IntlGrassroots Intl
[Mmm mfq]
[Mmm mfq] [Mmm mfq]
NICE Initiative Whitepaper 2 -Reflections on Storytelling by Penina Rybak
NICE Initiative Whitepaper 2 -Reflections on Storytelling by Penina Rybak NICE Initiative Whitepaper 2 -Reflections on Storytelling by Penina Rybak
NICE Initiative Whitepaper 2 -Reflections on Storytelling by Penina Rybak
Penina Rybak
 
Designing for Attention Transmedia Singapore Masterclass part 1
Designing for Attention Transmedia Singapore Masterclass part 1Designing for Attention Transmedia Singapore Masterclass part 1
Designing for Attention Transmedia Singapore Masterclass part 1
Siobhan O'Flynn
 
What's your story? Designing a holistic customer experience
What's your story? Designing a holistic customer experienceWhat's your story? Designing a holistic customer experience
What's your story? Designing a holistic customer experience
Joyce Hostyn
 
What\'s your story? Designing a holistic customer experience
What\'s your story? Designing a holistic customer experienceWhat\'s your story? Designing a holistic customer experience
What\'s your story? Designing a holistic customer experience
Therese Kokot
 
Personality Development Essay.pdfPersonality Development Essay
Personality Development Essay.pdfPersonality Development EssayPersonality Development Essay.pdfPersonality Development Essay
Personality Development Essay.pdfPersonality Development Essay
Melissa Julian
 
Building an organizational story that inspires - 2013 Retreat, Day 1
Building an organizational story that inspires - 2013 Retreat, Day 1Building an organizational story that inspires - 2013 Retreat, Day 1
Building an organizational story that inspires - 2013 Retreat, Day 1
UpStartBayArea
 
Influence Through Storytelling
Influence Through StorytellingInfluence Through Storytelling
Influence Through Storytelling
Joyce Hostyn
 
Why Can't We All Just Get Along? Four Generations Working Side by Side in Har...
Why Can't We All Just Get Along? Four Generations Working Side by Side in Har...Why Can't We All Just Get Along? Four Generations Working Side by Side in Har...
Why Can't We All Just Get Along? Four Generations Working Side by Side in Har...
Andrew Krzmarzick
 
CRS 580 Final Product by Mariano
CRS 580 Final Product by MarianoCRS 580 Final Product by Mariano
CRS 580 Final Product by Mariano
M T
 
The Future of Marketing: Make Things People Want or Make People Want Things?
The Future of Marketing: Make Things People Want or Make People Want Things?The Future of Marketing: Make Things People Want or Make People Want Things?
The Future of Marketing: Make Things People Want or Make People Want Things?
John V Willshire
 
The Toronto Entertainment District PlacePrint DNA
The Toronto Entertainment District PlacePrint DNAThe Toronto Entertainment District PlacePrint DNA
The Toronto Entertainment District PlacePrint DNA
jtsingh
 
Csl.Presentation.9.11.09
Csl.Presentation.9.11.09Csl.Presentation.9.11.09
Csl.Presentation.9.11.09
mniedzwicz
 

Similar to Storytelling for Social Banks (20)

Storytelling and Knowledge Management
Storytelling and Knowledge ManagementStorytelling and Knowledge Management
Storytelling and Knowledge Management
 
Brand storytelling
Brand storytellingBrand storytelling
Brand storytelling
 
Digital Age: Changes and Challenges. For IT Cluster
Digital Age: Changes and Challenges. For IT ClusterDigital Age: Changes and Challenges. For IT Cluster
Digital Age: Changes and Challenges. For IT Cluster
 
Story in the Context of Transmedia
Story in the Context of TransmediaStory in the Context of Transmedia
Story in the Context of Transmedia
 
VT Workers Center
VT Workers CenterVT Workers Center
VT Workers Center
 
Intro tvdrama representation adaption
Intro tvdrama representation adaptionIntro tvdrama representation adaption
Intro tvdrama representation adaption
 
Grassroots Intl
Grassroots IntlGrassroots Intl
Grassroots Intl
 
[Mmm mfq]
[Mmm mfq] [Mmm mfq]
[Mmm mfq]
 
NICE Initiative Whitepaper 2 -Reflections on Storytelling by Penina Rybak
NICE Initiative Whitepaper 2 -Reflections on Storytelling by Penina Rybak NICE Initiative Whitepaper 2 -Reflections on Storytelling by Penina Rybak
NICE Initiative Whitepaper 2 -Reflections on Storytelling by Penina Rybak
 
Designing for Attention Transmedia Singapore Masterclass part 1
Designing for Attention Transmedia Singapore Masterclass part 1Designing for Attention Transmedia Singapore Masterclass part 1
Designing for Attention Transmedia Singapore Masterclass part 1
 
What's your story? Designing a holistic customer experience
What's your story? Designing a holistic customer experienceWhat's your story? Designing a holistic customer experience
What's your story? Designing a holistic customer experience
 
What\'s your story? Designing a holistic customer experience
What\'s your story? Designing a holistic customer experienceWhat\'s your story? Designing a holistic customer experience
What\'s your story? Designing a holistic customer experience
 
Personality Development Essay.pdfPersonality Development Essay
Personality Development Essay.pdfPersonality Development EssayPersonality Development Essay.pdfPersonality Development Essay
Personality Development Essay.pdfPersonality Development Essay
 
Building an organizational story that inspires - 2013 Retreat, Day 1
Building an organizational story that inspires - 2013 Retreat, Day 1Building an organizational story that inspires - 2013 Retreat, Day 1
Building an organizational story that inspires - 2013 Retreat, Day 1
 
Influence Through Storytelling
Influence Through StorytellingInfluence Through Storytelling
Influence Through Storytelling
 
Why Can't We All Just Get Along? Four Generations Working Side by Side in Har...
Why Can't We All Just Get Along? Four Generations Working Side by Side in Har...Why Can't We All Just Get Along? Four Generations Working Side by Side in Har...
Why Can't We All Just Get Along? Four Generations Working Side by Side in Har...
 
CRS 580 Final Product by Mariano
CRS 580 Final Product by MarianoCRS 580 Final Product by Mariano
CRS 580 Final Product by Mariano
 
The Future of Marketing: Make Things People Want or Make People Want Things?
The Future of Marketing: Make Things People Want or Make People Want Things?The Future of Marketing: Make Things People Want or Make People Want Things?
The Future of Marketing: Make Things People Want or Make People Want Things?
 
The Toronto Entertainment District PlacePrint DNA
The Toronto Entertainment District PlacePrint DNAThe Toronto Entertainment District PlacePrint DNA
The Toronto Entertainment District PlacePrint DNA
 
Csl.Presentation.9.11.09
Csl.Presentation.9.11.09Csl.Presentation.9.11.09
Csl.Presentation.9.11.09
 

More from Doro Martin

Mobile Storytelling (overview)
Mobile Storytelling (overview)Mobile Storytelling (overview)
Mobile Storytelling (overview)
Doro Martin
 
Tiny fables, Märchen in 140 Zeichen von Das wilde Dutzend #TF140
Tiny fables, Märchen in 140 Zeichen von Das wilde Dutzend #TF140Tiny fables, Märchen in 140 Zeichen von Das wilde Dutzend #TF140
Tiny fables, Märchen in 140 Zeichen von Das wilde Dutzend #TF140
Doro Martin
 
Storytelling im Social Web
Storytelling im Social WebStorytelling im Social Web
Storytelling im Social Web
Doro Martin
 
Storytelling Social Media Kulturbetriebe #scmuc
Storytelling Social Media Kulturbetriebe #scmucStorytelling Social Media Kulturbetriebe #scmuc
Storytelling Social Media Kulturbetriebe #scmuc
Doro Martin
 
Ullstein Uni: Transmedia Storytelling und ARGs#uu2012
Ullstein Uni: Transmedia Storytelling und ARGs#uu2012Ullstein Uni: Transmedia Storytelling und ARGs#uu2012
Ullstein Uni: Transmedia Storytelling und ARGs#uu2012
Doro Martin
 
Storytelling NABU
Storytelling NABUStorytelling NABU
Storytelling NABU
Doro Martin
 
Location-based-Storytelling stART11 conference session (english version)
Location-based-Storytelling stART11 conference session (english version)Location-based-Storytelling stART11 conference session (english version)
Location-based-Storytelling stART11 conference session (english version)
Doro Martin
 
Einführung transmedia storytelling ununi.tv
Einführung transmedia storytelling ununi.tvEinführung transmedia storytelling ununi.tv
Einführung transmedia storytelling ununi.tv
Doro Martin
 
stART11 Location-based-Storytelling
stART11 Location-based-StorytellingstART11 Location-based-Storytelling
stART11 Location-based-Storytelling
Doro Martin
 
Transmedia Tools: Storytelling mit paux
Transmedia Tools: Storytelling mit pauxTransmedia Tools: Storytelling mit paux
Transmedia Tools: Storytelling mit paux
Doro Martin
 
Transmedia storytelling session buchcamp 2011 dorothea martin
Transmedia storytelling session buchcamp 2011 dorothea martinTransmedia storytelling session buchcamp 2011 dorothea martin
Transmedia storytelling session buchcamp 2011 dorothea martin
Doro Martin
 
Transmedia Storytelling bei Das wilde Dutzend
Transmedia Storytelling bei Das wilde DutzendTransmedia Storytelling bei Das wilde Dutzend
Transmedia Storytelling bei Das wilde Dutzend
Doro Martin
 
treibhaus 0.8 social media fürs event 2011
treibhaus 0.8 social media fürs event 2011treibhaus 0.8 social media fürs event 2011
treibhaus 0.8 social media fürs event 2011
Doro Martin
 
Treibhaus 0.8 social media fürs event 2011
Treibhaus 0.8 social media fürs event 2011Treibhaus 0.8 social media fürs event 2011
Treibhaus 0.8 social media fürs event 2011
Doro Martin
 

More from Doro Martin (14)

Mobile Storytelling (overview)
Mobile Storytelling (overview)Mobile Storytelling (overview)
Mobile Storytelling (overview)
 
Tiny fables, Märchen in 140 Zeichen von Das wilde Dutzend #TF140
Tiny fables, Märchen in 140 Zeichen von Das wilde Dutzend #TF140Tiny fables, Märchen in 140 Zeichen von Das wilde Dutzend #TF140
Tiny fables, Märchen in 140 Zeichen von Das wilde Dutzend #TF140
 
Storytelling im Social Web
Storytelling im Social WebStorytelling im Social Web
Storytelling im Social Web
 
Storytelling Social Media Kulturbetriebe #scmuc
Storytelling Social Media Kulturbetriebe #scmucStorytelling Social Media Kulturbetriebe #scmuc
Storytelling Social Media Kulturbetriebe #scmuc
 
Ullstein Uni: Transmedia Storytelling und ARGs#uu2012
Ullstein Uni: Transmedia Storytelling und ARGs#uu2012Ullstein Uni: Transmedia Storytelling und ARGs#uu2012
Ullstein Uni: Transmedia Storytelling und ARGs#uu2012
 
Storytelling NABU
Storytelling NABUStorytelling NABU
Storytelling NABU
 
Location-based-Storytelling stART11 conference session (english version)
Location-based-Storytelling stART11 conference session (english version)Location-based-Storytelling stART11 conference session (english version)
Location-based-Storytelling stART11 conference session (english version)
 
Einführung transmedia storytelling ununi.tv
Einführung transmedia storytelling ununi.tvEinführung transmedia storytelling ununi.tv
Einführung transmedia storytelling ununi.tv
 
stART11 Location-based-Storytelling
stART11 Location-based-StorytellingstART11 Location-based-Storytelling
stART11 Location-based-Storytelling
 
Transmedia Tools: Storytelling mit paux
Transmedia Tools: Storytelling mit pauxTransmedia Tools: Storytelling mit paux
Transmedia Tools: Storytelling mit paux
 
Transmedia storytelling session buchcamp 2011 dorothea martin
Transmedia storytelling session buchcamp 2011 dorothea martinTransmedia storytelling session buchcamp 2011 dorothea martin
Transmedia storytelling session buchcamp 2011 dorothea martin
 
Transmedia Storytelling bei Das wilde Dutzend
Transmedia Storytelling bei Das wilde DutzendTransmedia Storytelling bei Das wilde Dutzend
Transmedia Storytelling bei Das wilde Dutzend
 
treibhaus 0.8 social media fürs event 2011
treibhaus 0.8 social media fürs event 2011treibhaus 0.8 social media fürs event 2011
treibhaus 0.8 social media fürs event 2011
 
Treibhaus 0.8 social media fürs event 2011
Treibhaus 0.8 social media fürs event 2011Treibhaus 0.8 social media fürs event 2011
Treibhaus 0.8 social media fürs event 2011
 

Recently uploaded

The Importance of Public Relations for New Graduates.pdf
The Importance of Public Relations for New Graduates.pdfThe Importance of Public Relations for New Graduates.pdf
The Importance of Public Relations for New Graduates.pdf
Posh Concepts
 
HiFi Girls Call Surat 000XX00000 Provide Best And Top Girl Service And No1 in...
HiFi Girls Call Surat 000XX00000 Provide Best And Top Girl Service And No1 in...HiFi Girls Call Surat 000XX00000 Provide Best And Top Girl Service And No1 in...
HiFi Girls Call Surat 000XX00000 Provide Best And Top Girl Service And No1 in...
pranjalgarg474
 
WAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdfWAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdf
Western Alaska Minerals Corp.
 
84th Marketing Club (OTC Marketing) Dr.Mahmoud Hamed 23rd Cairo.pdf
84th Marketing Club (OTC Marketing) Dr.Mahmoud Hamed 23rd Cairo.pdf84th Marketing Club (OTC Marketing) Dr.Mahmoud Hamed 23rd Cairo.pdf
84th Marketing Club (OTC Marketing) Dr.Mahmoud Hamed 23rd Cairo.pdf
ahmed614380
 
upGrad_Case_Study_by_Himanshu_Singh.pptx
upGrad_Case_Study_by_Himanshu_Singh.pptxupGrad_Case_Study_by_Himanshu_Singh.pptx
upGrad_Case_Study_by_Himanshu_Singh.pptx
himanshubclubofgsv
 
Look at our July library display on Mining
Look at our July library display on MiningLook at our July library display on Mining
Look at our July library display on Mining
NZSG
 
How to use lace front wig importance and
How to use lace front wig importance andHow to use lace front wig importance and
How to use lace front wig importance and
kaporej505
 
Network Observability – 5 Best Platforms for Observability
Network Observability – 5 Best Platforms for ObservabilityNetwork Observability – 5 Best Platforms for Observability
Network Observability – 5 Best Platforms for Observability
GauriKale30
 
2024's Top Chief Revenue Officers to Follow.pdf
2024's Top Chief Revenue Officers to Follow.pdf2024's Top Chief Revenue Officers to Follow.pdf
2024's Top Chief Revenue Officers to Follow.pdf
THECIOWORLD
 
Activated Carbon Manufacturing Plant Project Report.pdf
Activated Carbon Manufacturing Plant Project Report.pdfActivated Carbon Manufacturing Plant Project Report.pdf
Activated Carbon Manufacturing Plant Project Report.pdf
rudrap2099
 
Maximise your Business Potential: Annual Planning Workshop
Maximise your Business Potential: Annual Planning WorkshopMaximise your Business Potential: Annual Planning Workshop
Maximise your Business Potential: Annual Planning Workshop
chris908327
 
Floating Pontoon | Premier marine solution
Floating Pontoon | Premier marine solutionFloating Pontoon | Premier marine solution
Floating Pontoon | Premier marine solution
PMSME
 
Standard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital MarketingStandard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital Marketing
Dipendra Prasad Poudel
 
ShotOniPhone campaign by Vancy macwan.pptx
ShotOniPhone campaign by Vancy macwan.pptxShotOniPhone campaign by Vancy macwan.pptx
ShotOniPhone campaign by Vancy macwan.pptx
macwanvancy
 
Business Lessons From Emmanuel Katto Uganda
Business Lessons From Emmanuel Katto UgandaBusiness Lessons From Emmanuel Katto Uganda
Business Lessons From Emmanuel Katto Uganda
OliviaCox14
 
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
grouphirani24
 
Cracking the Corporate Social Responsibilty Code.pptx
Cracking the Corporate Social Responsibilty Code.pptxCracking the Corporate Social Responsibilty Code.pptx
Cracking the Corporate Social Responsibilty Code.pptx
Workforce Group
 
Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........
anissageorge9890
 
CH.3.pptx DIGITAL MARKETING STRATEGY, IMPLEMENTATION AND PRACTICE Seventh Edi...
CH.3.pptx DIGITAL MARKETINGSTRATEGY, IMPLEMENTATION AND PRACTICESeventh Edi...CH.3.pptx DIGITAL MARKETINGSTRATEGY, IMPLEMENTATION AND PRACTICESeventh Edi...
CH.3.pptx DIGITAL MARKETING STRATEGY, IMPLEMENTATION AND PRACTICE Seventh Edi...
motasem221
 
Busty Girls Call Navi Mumbai 🎈🔥9920725232 🔥💋🎈 Provide Best And Top Girl Servi...
Busty Girls Call Navi Mumbai 🎈🔥9920725232 🔥💋🎈 Provide Best And Top Girl Servi...Busty Girls Call Navi Mumbai 🎈🔥9920725232 🔥💋🎈 Provide Best And Top Girl Servi...
Busty Girls Call Navi Mumbai 🎈🔥9920725232 🔥💋🎈 Provide Best And Top Girl Servi...
bellared2
 

Recently uploaded (20)

The Importance of Public Relations for New Graduates.pdf
The Importance of Public Relations for New Graduates.pdfThe Importance of Public Relations for New Graduates.pdf
The Importance of Public Relations for New Graduates.pdf
 
HiFi Girls Call Surat 000XX00000 Provide Best And Top Girl Service And No1 in...
HiFi Girls Call Surat 000XX00000 Provide Best And Top Girl Service And No1 in...HiFi Girls Call Surat 000XX00000 Provide Best And Top Girl Service And No1 in...
HiFi Girls Call Surat 000XX00000 Provide Best And Top Girl Service And No1 in...
 
WAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdfWAM Corporate Presentation July 2024.pdf
WAM Corporate Presentation July 2024.pdf
 
84th Marketing Club (OTC Marketing) Dr.Mahmoud Hamed 23rd Cairo.pdf
84th Marketing Club (OTC Marketing) Dr.Mahmoud Hamed 23rd Cairo.pdf84th Marketing Club (OTC Marketing) Dr.Mahmoud Hamed 23rd Cairo.pdf
84th Marketing Club (OTC Marketing) Dr.Mahmoud Hamed 23rd Cairo.pdf
 
upGrad_Case_Study_by_Himanshu_Singh.pptx
upGrad_Case_Study_by_Himanshu_Singh.pptxupGrad_Case_Study_by_Himanshu_Singh.pptx
upGrad_Case_Study_by_Himanshu_Singh.pptx
 
Look at our July library display on Mining
Look at our July library display on MiningLook at our July library display on Mining
Look at our July library display on Mining
 
How to use lace front wig importance and
How to use lace front wig importance andHow to use lace front wig importance and
How to use lace front wig importance and
 
Network Observability – 5 Best Platforms for Observability
Network Observability – 5 Best Platforms for ObservabilityNetwork Observability – 5 Best Platforms for Observability
Network Observability – 5 Best Platforms for Observability
 
2024's Top Chief Revenue Officers to Follow.pdf
2024's Top Chief Revenue Officers to Follow.pdf2024's Top Chief Revenue Officers to Follow.pdf
2024's Top Chief Revenue Officers to Follow.pdf
 
Activated Carbon Manufacturing Plant Project Report.pdf
Activated Carbon Manufacturing Plant Project Report.pdfActivated Carbon Manufacturing Plant Project Report.pdf
Activated Carbon Manufacturing Plant Project Report.pdf
 
Maximise your Business Potential: Annual Planning Workshop
Maximise your Business Potential: Annual Planning WorkshopMaximise your Business Potential: Annual Planning Workshop
Maximise your Business Potential: Annual Planning Workshop
 
Floating Pontoon | Premier marine solution
Floating Pontoon | Premier marine solutionFloating Pontoon | Premier marine solution
Floating Pontoon | Premier marine solution
 
Standard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital MarketingStandard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital Marketing
 
ShotOniPhone campaign by Vancy macwan.pptx
ShotOniPhone campaign by Vancy macwan.pptxShotOniPhone campaign by Vancy macwan.pptx
ShotOniPhone campaign by Vancy macwan.pptx
 
Business Lessons From Emmanuel Katto Uganda
Business Lessons From Emmanuel Katto UgandaBusiness Lessons From Emmanuel Katto Uganda
Business Lessons From Emmanuel Katto Uganda
 
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
 
Cracking the Corporate Social Responsibilty Code.pptx
Cracking the Corporate Social Responsibilty Code.pptxCracking the Corporate Social Responsibilty Code.pptx
Cracking the Corporate Social Responsibilty Code.pptx
 
Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........
 
CH.3.pptx DIGITAL MARKETING STRATEGY, IMPLEMENTATION AND PRACTICE Seventh Edi...
CH.3.pptx DIGITAL MARKETINGSTRATEGY, IMPLEMENTATION AND PRACTICESeventh Edi...CH.3.pptx DIGITAL MARKETINGSTRATEGY, IMPLEMENTATION AND PRACTICESeventh Edi...
CH.3.pptx DIGITAL MARKETING STRATEGY, IMPLEMENTATION AND PRACTICE Seventh Edi...
 
Busty Girls Call Navi Mumbai 🎈🔥9920725232 🔥💋🎈 Provide Best And Top Girl Servi...
Busty Girls Call Navi Mumbai 🎈🔥9920725232 🔥💋🎈 Provide Best And Top Girl Servi...Busty Girls Call Navi Mumbai 🎈🔥9920725232 🔥💋🎈 Provide Best And Top Girl Servi...
Busty Girls Call Navi Mumbai 🎈🔥9920725232 🔥💋🎈 Provide Best And Top Girl Servi...
 

Storytelling for Social Banks

  • 1. STORYTELLING FOR SOCIAL BANKS Marketing Experts Seminar 2011 isb - institute for social banking Dorothea Martin Transmedia Concepts + Storytelling
  • 2. Why stories? “When it comes to communicating an important Emotions message, people really don’t care about the facts. They care about the things that touch, move and inspire them. Facts just can’t do that. […] Stories work where facts don’t because humans don’t always make rational decisions. We generally make decisions based on emotion, and then look for the facts that support those decisions.” http://www.themoleskin.com/2010/03/the-art-of-business- storytelling/ Watch: Simon Sineks’ TED-talk “How Great Leaders Inspire Action” http://www.ted.com/talks/simon_sinek_how_great_leaders_in spire_action.html Or read his book: Start with why. How great leaders inspire everyone to take action. New York u.a. 2009. Dorothea Martin - Storytelling Social Banking
  • 3. Why stories? Dorothea Martin - Storytelling Social Banking http://jeffhurtblog.com/2011/05/03/storytelling-isnt-just-for-campfires-infographic/
  • 4. The basic story model Dorothea Martin - Storytelling Social Banking http://www.themoleskin.com/2010/03/storytelling-in-business-elements-of-story-structure/
  • 5. Telling a story Beginning Middle Interesting End characters for identification Let something happen! Causality Chekhov‘s gun Character needs Extremes challenges to Events develop Emotions Experiences Keep your storytelling focused, simple, and clear (Denning, p. 29) Dorothea Martin - Storytelling Social Banking
  • 6. Model The Hero‘s Journey is one model for crafting stories: Hero needs a clear mission, has to face real problems and hurdles, there has to be a central conflict (antagonist!), a turning point, and the return of an hero, altered by his journey. Nancy Duarte: resonate. Present Visual Stories that Transform Audiences. Hoboken, Dorothea Martin - Storytelling Social Banking 2010. p.33
  • 7. Model Hero‘s Journey in 5 steps: 1. Call to adventure 2. Departure towards the unknown 3. Way of inquiries 4. Treasure 5. Return home Karolina Frenzel, Michael Müller, Hermann Sottong: Storytelling. Das Praxisbuch. München/Wien, 2006. p.122 Pic: Dorothea Martin - Storytelling Social Banking http://en.wikipedia.org/wiki/File:Heroesjourney.svg
  • 8. Where to find stories? Talk to your co- workers: Talk to your what are their clients! stories? Portray them and their projects Ask the right questions: Extremes (best and worst moments), Events (concrete), Emotions (feelings caused by events), Experiences (personal, valuable) Dorothea Martin - Storytelling Social Banking Raf Stevens: No story, no fans. p.129f.
  • 9. Finding our story Return Mentor Solution/ Mission Decision Crisis Hero Helpers Challenges Antagonist Dorothea Martin - Storytelling Social Banking
  • 10. Story of Social Banking MISSION: Change the world BIRTH of our by serving real DECISION: economy activities Where do you invest? HERO: that have positive What has the biggest We were all customers in social, cultural, impact? the beginning. We didn’t HERO: and ecological want to become bankers, Hard-working, idealisticimpact but there were people economist, who had money and Caring, connects easily, CRISIS: those who needed it. pioneer, fair, honest, Do we still do the right critical thing? (stubborn, balancing Am I still true to myself? between modesty and Money -> impact? full-of-him/herselfness) THREATS: Losing values Low budget/income ANTAGONIST: New regulations CHALLENGES: Giving up Keeping the balance Growth as goal between being Greed Too much dogmatic and losing involvement values Being efficient Dorothea Martin - Storytelling Social Banking
  • 11. Story of Social Banking 7. Inner conflict: our tree 6. Big tree: shadows all the others – „you could be like me!“ 8. Big tree: got too big – loses all apples, tumbling trees, leaves turn brown 5. People fight: somone leaves the small tree group 9. People panik, painting leaves green 4. Big trees are fertilized 10. Our tree helps people and the big tree 3. People water it, it grows, is happy, and has small, tasty apples. 11. Our tree grows: more sun + more people 2. People plant a seed. 12. Forest more colourful. Pears, peaches, More 1. People in a forest. They can‘t trees like our tree, big tree: no more fertilizer reach the apples of the big trees. Dorothea Martin - Storytelling Social Banking
  • 12. The content everybody is talking about… STORIES IN SOCIAL MEDIA Dorothea Martin - Storytelling Social Banking
  • 13. Social Media Too much, short lifespan Focus and concentrate Dorothea Martin - Storytelling Social Banking http://blog.skloog.com/history-social-media-history-social-media-bookmarking/
  • 14. Which Platforms? http://www.beeze.de/2011/googlevs-facebook-picdump-509 Dorothea Martin - Storytelling Social Banking
  • 15. Social Media Types Audience Creators 10% Critics 10% Collectors 15% Joiners Spectators Inactives Quelle: http://www.webosoph.de/2010/09/10/wer-bloggt-ist-nicht-unbedingt-in-online-social- Dorothea Martin - Storytelling Social Banking networks-aktiv-%E2%80%93-serie-soziologie-und-typologien-der-web-2-0-nutzer-teil-3-von-7/
  • 16. Strategy Golden Rule: Listen first! Strategy & guidelines Find your next most important platforms! Blog– Hub – Community– Facebook– Multipliers Twitter – YouTube - Google+ = –Multimedia- “Social Media Experts” Dorothea Martin - Storytelling Social Banking
  • 17. Strategy You Are Experts Become Build Authorities trust Relevant You information Curate for you and And your clients spread Dorothea Martin - Storytelling Social Banking
  • 18. Tools – Finding Content TWITTER SEARCH Google Alerts to relevant keywords help http://mashable.co you find interesting links, blog posts, m/2010/12/12/twitt pictures and more. er-advanced-search- Advanced Twitter search gets results video/ around you, by certain people, with special attitude, … Dorothea Martin - Storytelling Social Banking
  • 19. Organising Content Filter information with RSS-Feeds, Email-Subscriptions,… Using iGoogle, Google-Reader, Feedly, … Dorothea Martin - Storytelling Social Banking
  • 20. Organising Content Social Bookmarking Delicious.com StumbleUpon Reddit Mister Wong, … Dorothea Martin - Storytelling Social Banking
  • 21. Organising Social Media So called „Social Media dashboards“ like Hootsuite (in- browser and app) or TweetDeck (desktop & app) help to organise accounts on Twitter, Facebook, Foursquare,… Schedule your updates, create lists, huse hashtags, … Dorothea Martin - Storytelling Social Banking
  • 22. Tools - Curation Pearltrees Very visual way to bookmark and give meanings to links you found on the internet. Curation tool that lets you work in teams. http://pearltrees.com http://www.tgdaily.com/software- features/55373-6-reasons-to-use-pearltrees Dorothea Martin - Storytelling Social Banking
  • 23. Tools - Curation PaperLi Automatically creating a daily/weekly/monthly online-newspaper out of interesting links (filtered by hashtags, twitter-lists, …) by you or by certain twitter-users and other networks. http://paper.li Dorothea Martin - Storytelling Social Banking
  • 24. Tools - Curation ScoopIt Create kind of a wallpaper consisting of relevant content around your topic. You curate and comment links you found. More content-centric than Pearltrees. Others can subscribe to it. Recommendation. http://scoopit.com Dorothea Martin - Storytelling Social Banking
  • 25. Tools - Curation Storify Pull together content from social networks to create a cohesive story with tweets, posts, photos and videos that maintain their original functionality. Strong recommendation: you can build a story like that! http://storify.com Dorothea Martin - Storytelling Social Banking
  • 26. Creating a sustainable (story-) world STORIES IN TRANSMEDIA Dorothea Martin - Storytelling Social Banking
  • 27. Transmedia Transmedia storytelling is storytelling across multiple forms of media with each element making distinctive contributions to a fan's understanding of the story world. By using different media formats, transmedia creates "entrypoints" through which consumers can become immersed in a story world”. Henry Jenkins, Convergence Culture: Where Old And New Media Collide? Dorothea Martin - Storytelling Social Banking
  • 28. Transmedia Dorothea Martin - Storytelling Social Banking
  • 29. Story is more than social media Try to tell the right part of your story on every platform: who uses the platform/medium, what‘s the tonality? Maybe crossmedia (same story/content on every platform) is easier to realise – but always adapt the tonality People are on social networks to get to know each other. It‘s about humans and they want to connect. Combine your activities with events! Show your face, be authentic, and be real. Dorothea Martin - Storytelling Social Banking
  • 30. Books & Blogs • Campbell, Joseph: The Hero with a Thousand Faces. New York, 1949. • Denning, Stephen: The Leader’s Guide to Storytelling. Mastering the Art and Discipline of Business Narrative. San Francisco: Wiley, 2005. • Duarte, Nancy: Resonate. Present Visual Stories That Transform Audiences. Hoboken: Wiley, 2010. • Field, Syd: Screenplay. The Foundations of Screenwriting. A Step by Step Guide from Concept to finished Script. New York, 1979. • Mark, Margaret/Pearson, Carol S.: The Hero and the Outlaw. Buidling Extraordinary Brands Through the Power of Archetypes. New York and others, 2001. • McKee, Robert: Story. Substance, Structure, Style, and the Principles of Screenwriting. New York: Harper Collins, 1997. • Sinek, Simon: Start with Why. How Great Leaders Inspire Everyone to Take Action. New York: Penguin, 2009. • Stevens, Raf: No Story, no Fans. Kindle ebook, 2011. http://www.corporatestoryteller.be/ Ressources & Inspiration • 3-acts-scheme: http://www.themoleskin.com/2010/03/storytelling-in-business-elements- of-story-structure/ • Kelsey Ruger: http://www.themoleskin.com/ • Visual Storytelling: Steven Johnson – Where Good Ideas Come from (Video) http://www.youtube.com/watch?v=NugRZGDbPFU Dorothea Martin - Storytelling Social Banking
  • 31. Thank you! lets keep in touch! Dorothea Martin Berlin Transmedia Das wilde Dutzend Storytelling and Concepts Hagenauerstr. 2 imaginary friends http://imaginary-friends.de 10435 Berlin Tel: 0049-172-5704552 Mail: d.vmartin@yahoo.de http://das-wilde-dutzend.de http://twitter.com/daswildedutzend http://facebook.com/daswildedutzend Web: http://flickr.com/photos/daswildedutzend http://doromartin.posterous.com http://www.slideshare.net/DoroMartin/ http://twitter.com/doromartin http://facebook.com/dorothea.martin Dorothea Martin - Storytelling Social Bankingz