Storytelling is one of the most effective ways to communicate and connect. Faculty members — their research, scholarship, and teaching — offer some of the richest stories for an institution to share. Join mStoner CEO Voltaire Santos Miran and ExpertFile Director Deanne Taenzer as they talk about the use of story to engage mind and heart and the role of technology in managing and measuring that content. What You Will Learn • What makes the difference between a faculty CV and a compelling story. • How to motivate faculty to engage with you on an ongoing basis. • How to use ExpertFile tools to better engage and reach a wider audience • Important things to measure in terms of content and audience engagement that generate actionable insights.

1. Faculty and Storytelling
Thursday,
January 26, 2017

2. • 45 minute webinar + 15 minutes for questions and answers
• Ask questions through the Zoom Control Panel
• Tweet during the webinar with #mStonerNow
• Please fill out the post-webinar evaluation
• Check your inbox on Monday for the webinar recording and slide deck
The Plan

3. Voltaire Santos Miran
Co-Founder&
ManagingDirector,mStoner
@vsantosmiran
Deanne Taenzer
VicePresident,ExpertFile
@taenzerd

4. I’ll take Faculty+Media
for
a big prize,
please.

5. The Question:
Onatypicalday,howmanyminutesdoesittakeatypical
journalistorreportertofindanexpertsourcefortheirstory?

6. The Goal
Wewanttohelpyoutellbetterstoriesaboutyourinstitution
throughyourfacultymembers.

7. Agenda
1. What Matters Most?
2. CV vs. Profile vs. Story
3. Motivating Faculty Members
4. Using ExpertFile Tools to
Measure and Gain Insight
5. The Punchline

8. What matters
in
faculty
stories?

9. Prospective Undergraduates
Prospective Graduate Students
Prospective Parents
Prospective Faculty and Staff
Potential Collaborators
Potential Tech Transfer Partners
Peers and Colleagues
Donors
Alumni
Media
Audiences

10. Research
1
Collaboration ImpactDiscovery
2 3
10

11. 11

12. Scholarship
1
Authority ExpertisePublication
2 3
12

13. 13

14. Practice
1
Passion MethodTime
2 3
14

15. Camille Harrison, Associate Professor of Modern Languages, Oakton Community College
“At heart, I am a teacher. In my life I have grown to
value the great diversity of culture and languages.
More importantly, there is a common humanity,
which is a shared belief here at Oakton. I do my best
to instill this in my students, along with my love of
the Arabic and French languages.”

16. Mentoring
1
Opportunities for
Advanced Learning
Advice and
Introduction
One-on-One
Interactions
2 3
16

18. Engagement
1
… in local and regional
communities, and the
broader academic
community
… as a global citizen… on campus
2 3
18

20. Personality
1
Individuality Poise & CharmRelate-Ability
2 3
20

21. 21

22. CV vs. Profile vs. Story

23. A CV shows depth and breadth.
A profile focuses on highlights.
A story shares a specific narrative.

24. A CV iterates credentials.
A profile establishes authority.
A story creates connections.

25. A CV lists research efforts.
A profile showcases results.
A story demonstrates impact.

26. You need and want all the above.
Complementary.
1
Cross-referenced.
2
Timeless and
Trending.
3
Dynamic.
4

27. BEN CARRINGTON
Department of Sociology
University of Texas at Austin
305 E. 23rd Street, A1700
Austin, TX 78712-1086
Tel 512-232-6341; Fax 512-471-1748
bcarrington@austin.utexas.edu
EDUCATION
Leeds Beckett University (UK)
Ph.D. Sociology, 2004
Loughborough University, (UK)
B.Sc. (Hons) Recreation Management, Upper Second Class, 1994
AREAS OF SPECIALIZATION
Sociology of Race; Cultural Sociology; Sociology of Sport, Media and Popular Culture; Post/colonial Theory;
Diaspora Studies; Masculinity and Gender Studies; Cultural Studies.
AWARDS, GRANTS AND HONORS
2016 “Top Ten” Teaching Award, Alcalde Magazine, Texas Exes, University of Texas at Austin
2011 Faculty Development Program, Faculty Research Assignment
Office of Graduate Studies, University of Texas at Austin
2011 North American Society for the Sociology of Sport
Outstanding Book Award: Honorable Mention
2009/10 President’s Associates Teaching Excellence Award,
College of Liberal Arts, University of Texas at Austin
2009 American Sociological Association, Section on Racial and Ethnic Minorities,
Oliver Cromwell Cox Article Award: Honorable Mention

30. 30

32. 23 unique stories and counting, one incredible expert

33. 33
Help the Story
With
Visuals,
Relevance
and Action

34. Motivating Faculty
Members

35. Pain points.
Collecting
information about
faculty.
1
Overcoming
suspicion about
marketing and
communications.
2
Keeping information
consistent and up-to-
date.
3
Providing a range of
options that scales up
and scales down.
4

36. Develop empathy for the
faculty member’s experience.
Understand the
expertise.
1
Consider the cost
and benefit of each
opportunity.
2

37. Begin with the faculty
members who want to engage.
Rock stars.
1
Rising stars.
2

38. Tie into processes that already
exist at the institution.
Initiate and
automate.
1
Reduce friction.
2

39. Employ a system that enables
collection, promotion, and
measurement.

40. Using ExpertFile Tools to
Measure and Gain Insight

41. Relevant Credible Engaging Influential Responsive
Start With Your Bench Strength

42. Editorial Calendar
What Contributions Can your Experts Make?
Tap into Their Content Comfort Zone

43. Web Search Social Print Pitches
Create Cross-Channel Conversations
Each audience seeks and consumes information differently

44. Be Social

47. The Punchline

48. This is not a project.
This is a strategy and a process.

50. Voltaire
Santos Miran
Co-Founder&
ManagingPartner,
mStoner
@vsantosmiran
312.420.6778
voltaire.miran@mstoner.com
Mallory
Wood
DirectorofMarketing
mStoner
@mallorywood
802.457.9234
mallory.wood@mstoner.com
Resources
• mStoner's Digital Storytelling
Archive:
http://mstnr.me/
DownloadWebinars
• ExpertFile's Expert Grader
Report:
http://expertfile.com/grader
Deanne
Taenzer
VicePresident
ExpertFile
@taenzerd
416.553.8555
dtaenzer@expertfile.com

51. Questions & Answers