The psychology of storytelling | Psychology of communications conference | 28 June 2018
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Stephen Follows, creative director, 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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The psychology of storytelling | Psychology of communications conference | 28 June 2018
- 1. The Psychology of Storytelling Presented by Stephen Follows Creative Director of Catsnake stephen@catsnake.com @stephenfollows28th June 2018
- 2. 2 stephen@catsnake.com Stephen Follows, creative director at Catsnake • Catsnake is a story agency, focusing on the third sector and social impact
- 3. 3 stephen@catsnake.com 3 Why stories matter
- 4. 4 stephen@catsnake.com The three truths about stories We all enjoy stories Deep down, on a primal level Stories inspire action Far more than logic or reason Stories affect us We feel connected and personally involved
- 5. 5 stephen@catsnake.com Once upon a time…
- 6. 6 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 Brexit Fudge iPhones Spoken language 150,000B.P. 50,000B.P.
- 7. 7 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
- 8. 8 stephen@catsnake.com 8 What is a story?
- 9. 9 stephen@catsnake.com What’s a story? An account of imaginary or real people and events told for entertainment
- 11. 11
- 12. 12 stephen@catsnake.com 12 What makes people share content?
- 13. 13 stephen@catsnake.com • Practical Value • Social currency • Triggers Elements which make a story more shareable Tap into your audiences’ inner caveman Make people look good when they share Tap into familiar items to trigger associations
- 15. 15 stephen@catsnake.com • Practical Value • Social currency • Triggers • Public Elements which make a story 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
- 16. 16 stephen@catsnake.com How to crush a soul and not be fired
- 17. 17 stephen@catsnake.com • Practical Value • Social currency • Triggers • Public • Emotion Elements which make a story 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
- 18. 18 stephen@catsnake.com The emotions that cause action High Arousal Low Arousal Positive Awe Excitement Amusement Contentment Negative Anger Anxiety Sadness
- 19. 19 stephen@catsnake.com The Golden Theme • Everyone suffers from bouts of loneliness • We’re social animals and sensitive to threats of becoming ostracised • The Golden Theme is… We Are All The Same
- 20. 20 stephen@catsnake.com Stay in touch For these slides, or to just swap stories, email me at stephen@catsnake.com Twitter @StephenFollows
- 21. Psychology of communications - tools from the Behavioural Sciences 28 June 2018 London #CCPsychComms
- 22. 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