Presentation at the Sydney social media forum by Rafi Cooper from WSPA Australia, titled 'How great storytelling leads to great engagement'

1. World Society for the Protection of Animals
Rafi Cooper – Communications Manager,
WSPA Australia

2. World Society for the Protection of Animals

3. World Society for the Protection of Animals
What did the second story do that the first didn’t

4. World Society for the Protection of Animals
 Tone
 Back / forward stories – made it personal /
relevant
 Names – makes the characters relatable
 Audience participation

5. World Society for the Protection of Animals
What is storytelling?
Brain needs stories to
make sense of everything
that happens to us – Dr
Gazzaniga

6. World Society for the Protection of Animals
Marshall Ganz:
Initial challenge is how to break through the
inertia of habit to get people to pay attention.
This happens through anger or need.
STORY OF SELF
STORY OF US
STORY OF NOW
How can we turn this into action??

7. World Society for the Protection of Animals
TEA TEST
Touch
Enthuse
Act

8. World Society for the Protection of Animals
Keep it simple
Tell the whole story
Make it personal
Make em laugh, make em cry

9. World Society for the Protection of Animals
How we’ve done it:
Fun

10. World Society for the Protection of Animals
How we’ve done it:
Being inspirational +
Telling a continuous story

11. World Society for the Protection of Animals
How we’ve done it:
Getting people involved

12. World Society for the Protection of Animals
How we’ve done it:
Saying thanks

13. World Society for the Protection of Animals
Rafi Cooper – Communications Manager,
WSPA Australia