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Fascinate Your Audience withDigital Storytelling<br /> @DonnaPapacosta<br />
Have you heard this story?<br />2<br />
	Why	do we remember it?	<br />It’s simple <br />It’s unexpected<br />It’s credible<br />It taps into our emotions<br />It’...
4<br />
5<br />
“Storytelling is fundamental to the human search for meaning.”<br /> –  Mary Catherine Bateson, <br />American writer and ...
7<br />
Stories and the brain<br />Research by psychologist Dr. Norman Holland says:<br />Brain chemicals change when we are influ...
	Left brain<br />Logical<br />Rational<br />Analytical<br />Objective<br />Looks at parts<br />9<br />
Right brain<br />Random<br />Intuitive<br />Holistic<br />Synthesizing<br />Subjective<br />Looks at wholes<br />10<br />
Right brain<br />Interacts with the limbic or emotional brain <br />Where “aha” moments and gut reactions happen<br />11<b...
“Let me tell you a story”<br />12<br />
13<br />
Blah, blah, blah<br />Type too small to read, too small to read, too small to read, too small to read, too small to read, ...
Digital storytelling<br />18<br />
19<br />
Believability crisis<br />“Affinity has become the new secret weapon — we believe in people and companies that we like.”<b...
Difference between example and story?<br />21<br />
Difference between example and story?<br />EMOTION<br />22<br />
Why stories in business?<br />We are drowning in information but crave meaning<br />Stories cut through the noise<br />Sto...
Guy Kawasaki in Enchantment<br />“People don’t want more information. They are up to their eyeballs in information. They w...
Annette Simmons in The Story Factor<br />“Whoever tells the best story wins.”<br />25<br />
“Scratch the surface in a typical boardroom and we’re all just cavemen with briefcases, hungry for a wise person to tell u...
Your brand is a good story, well told.<br />In PR, need to rise above the noise.<br />That’s the new normal.<br />27<br />
PR is a form of classic storytelling<br />Take your audience on a hero’s journey through trials and tribulations.<br />28<...
Why tell a story? <br />Case study that spurs sales<br />News release that gets wide pickup<br />Blog post that attracts c...
Story vs. non-story<br />Jim Balsillie of RIM on an analyst conference call: “We have just really an outstanding set of ne...
Story vs. non-story<br />Jim Balsillie of RIM on an analyst conference call: “We have just really an outstanding set of ne...
Story vs. non-story<br />Jim Balsillie of RIM on an analyst conference call: “We have just really an outstanding set of ne...
WHAT???<br />33<br />
Domino’s Pizza Turnaround<br />34<br />
Storytelling tips for PR<br />Be conversational, not stiff and boring<br />Create drama by showing contrast between old an...
Don’t do this<br />36<br />
TSA video #FAIL<br />Weird gestures<br />No visuals!<br />No narrative or story<br />Stilted language<br />37<br />
Six deadly sins of stories<br />38<br />No conflict; nothing happens<br />Telling, not showing<br />Use of jargon<br />No ...
Not just about you; LISTEN to be a good storyteller<br />39<br />
PSA storytelling<br />40<br />
“Brand journalism” at Boeing<br />41<br />
42<br />
Keys to story success<br />Lead from the heart<br />“What’s in it for them”<br />Add element of suspense and surprise<br />
44<br />
Practical storytelling considerations	<br />Powerful headline<br />Brief as possible<br />Solves problem, adds value<br />...
What about technical stories?<br />Keep story simple<br />What’s in it for them?<br />Write/speak visually<br />Always be ...
47<br />
They sell solder paste!<br />“Obsessed with Solder Paste”<br />Increased leads six-fold <br />73 blogs by 17 authors, most...
Real people in the stories<br />49<br />
Where to find stories<br />Conversations with customers, employees about your products or services<br />How did your organ...
Stories from leaders<br />Humility is essential for credibility<br />Emotion pulls people in<br />Admit the negative and h...
53<br />
Stories from leaders<br />Perfect human beings are not interesting<br />Imperfections are<br />54<br />
Underdog stories<br />55<br />
Robin Li<br />56<br />
Oprah Winfrey<br />57<br />
Digital storytelling<br />58<br />
In person, text, audio or video?<br />Face-to-face great – when possible<br />Audio is intimate <br />Video is illustrativ...
Audio: Theatre of the mind<br />60<br />
Audio: Theatre of the mind<br />61<br />
Audio tips<br />Be sure there’s a story<br />Use proper gear to get good sound<br />Edit out unneeded bits<br />Put your f...
For audio and video productions<br />Pick the right storyteller<br />Choose the most appropriate medium<br />Keep it short...
No need to break the budget<br />Try screencastswith narration<br />Remember audio costs less than video<br />Use a smartp...
65<br />
Clare Muireann Murphy<br />66<br />
Action steps<br />When is your next storytelling opportunity?<br />Look for stories everywhere!<br />How do you want peopl...
Recommended reading<br />Tell to Win: Connect, Persuade and Triumph with the Hidden Power of Story, by Peter Guber<br />Th...
Please keep in touch<br />DONNA PAPACOSTA<br />Email: donna@trafcom.com<br />Phone: 905.844.7645<br />Web: trafcom.com<br ...
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Digital Storytelling at IABC world conference

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Donna Papacosta's presentation on Digital Storytelling at the IABC world conference in San Diego, California, in June 2011. Audio is available here: http://traffic.libsyn.com/trafcom/Papacosta-IABC11.mp3

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Digital Storytelling at IABC world conference

  1. 1. Fascinate Your Audience withDigital Storytelling<br /> @DonnaPapacosta<br />
  2. 2. Have you heard this story?<br />2<br />
  3. 3. Why do we remember it? <br />It’s simple <br />It’s unexpected<br />It’s credible<br />It taps into our emotions<br />It’s a story <br />3<br />
  4. 4. 4<br />
  5. 5. 5<br />
  6. 6. “Storytelling is fundamental to the human search for meaning.”<br /> – Mary Catherine Bateson, <br />American writer and cultural anthropologist<br />
  7. 7. 7<br />
  8. 8. Stories and the brain<br />Research by psychologist Dr. Norman Holland says:<br />Brain chemicals change when we are influenced by compelling narrative<br />Neurological evidence says brains organize experience in narrative sequence<br />We respond emotionally and intellectually to narrative vs. statements of fact<br />8<br />
  9. 9. Left brain<br />Logical<br />Rational<br />Analytical<br />Objective<br />Looks at parts<br />9<br />
  10. 10. Right brain<br />Random<br />Intuitive<br />Holistic<br />Synthesizing<br />Subjective<br />Looks at wholes<br />10<br />
  11. 11. Right brain<br />Interacts with the limbic or emotional brain <br />Where “aha” moments and gut reactions happen<br />11<br />
  12. 12. “Let me tell you a story”<br />12<br />
  13. 13. 13<br />
  14. 14.
  15. 15. Blah, blah, blah<br />Type too small to read, too small to read, too small to read, too small to read, too small to read, too small to read,<br />Information that’s not interesting, too small to read, too small to read, too small to read, too small to read<br />Too much on the slide<br />Boring , too small to read, too small to read, too small to read, too small to read, too small to read, too small to read<br />Boring <br />Boring<br />Can I fit more on this slide?<br />Type too small to read<br />Information that’s not interesting, too small to read, too small to read, too small to read, too small to read, too small to read<br />Too much on the slide<br />Boring<br />Boring <br />Boring<br />Can I fit more on this slide?<br />Information that’s not interesting<br />Too much on the slide<br />Boring<br />Boring <br />Boring<br />Can I fit more on this slide?<br />Maybe I can read it for them too<br />15<br />
  16. 16.
  17. 17.
  18. 18. Digital storytelling<br />18<br />
  19. 19. 19<br />
  20. 20. Believability crisis<br />“Affinity has become the new secret weapon — we believe in people and companies that we like.”<br />“To be believable, we must be simple, human, honest and emotional.”<br /> – Ogilvy SVP of Global Strategy & Marketing RohitBhargava<br />20<br />
  21. 21. Difference between example and story?<br />21<br />
  22. 22. Difference between example and story?<br />EMOTION<br />22<br />
  23. 23. Why stories in business?<br />We are drowning in information but crave meaning<br />Stories cut through the noise<br />Stories feel real, compared to abstract concepts<br />Stories capture people on an emotional level<br />People forget facts but remember stories<br />23<br />
  24. 24. Guy Kawasaki in Enchantment<br />“People don’t want more information. They are up to their eyeballs in information. They want faith. Faith in you, your goals, your success, in the story you tell.”<br />24<br />
  25. 25. Annette Simmons in The Story Factor<br />“Whoever tells the best story wins.”<br />25<br />
  26. 26. “Scratch the surface in a typical boardroom and we’re all just cavemen with briefcases, hungry for a wise person to tell us stories.”<br /> – Alan Kay, American computer scientist<br />26<br />
  27. 27. Your brand is a good story, well told.<br />In PR, need to rise above the noise.<br />That’s the new normal.<br />27<br />
  28. 28. PR is a form of classic storytelling<br />Take your audience on a hero’s journey through trials and tribulations.<br />28<br />
  29. 29. Why tell a story? <br />Case study that spurs sales<br />News release that gets wide pickup<br />Blog post that attracts comments and links<br />Video that wins views; maybe goes viral<br />Podcast that grabs audience share<br />Internal news that employees ACT on<br />Presentation that inspires and motivates<br />
  30. 30. Story vs. non-story<br />Jim Balsillie of RIM on an analyst conference call: “We have just really an outstanding set of new product introductions which is cutting over new architectures. <br />30<br />
  31. 31. Story vs. non-story<br />Jim Balsillie of RIM on an analyst conference call: “We have just really an outstanding set of new product introduction which is cutting over new architectures. And the capabilities of these, we haven’t talked about, but it’s a major, major set up. So we’re cutting over…<br />31<br />
  32. 32. Story vs. non-story<br />Jim Balsillie of RIM on an analyst conference call: “We have just really an outstanding set of new product introduction which is cutting over new architectures. And the capabilities of these, we haven’t talked about, but it’s a major, major set up. So we’re cutting over…So we’re cutting over to the new platform.. And it’s a heavy cutting over time.”<br />32<br />
  33. 33. WHAT???<br />33<br />
  34. 34. Domino’s Pizza Turnaround<br />34<br />
  35. 35. Storytelling tips for PR<br />Be conversational, not stiff and boring<br />Create drama by showing contrast between old and new (what was vs. what is)<br />Use anecdotes, emotion<br />35<br />
  36. 36. Don’t do this<br />36<br />
  37. 37. TSA video #FAIL<br />Weird gestures<br />No visuals!<br />No narrative or story<br />Stilted language<br />37<br />
  38. 38. Six deadly sins of stories<br />38<br />No conflict; nothing happens<br />Telling, not showing<br />Use of jargon<br />No real people<br />Fake<br />Choosing wrong medium<br />
  39. 39. Not just about you; LISTEN to be a good storyteller<br />39<br />
  40. 40. PSA storytelling<br />40<br />
  41. 41. “Brand journalism” at Boeing<br />41<br />
  42. 42. 42<br />
  43. 43. Keys to story success<br />Lead from the heart<br />“What’s in it for them”<br />Add element of suspense and surprise<br />
  44. 44. 44<br />
  45. 45. Practical storytelling considerations <br />Powerful headline<br />Brief as possible<br />Solves problem, adds value<br />Entertains or enlightens<br />If text: easy on the eyes<br />45<br />
  46. 46. What about technical stories?<br />Keep story simple<br />What’s in it for them?<br />Write/speak visually<br />Always be human<br />
  47. 47. 47<br />
  48. 48. They sell solder paste!<br />“Obsessed with Solder Paste”<br />Increased leads six-fold <br />73 blogs by 17 authors, mostly engineers<br />Relevant storytelling <br />48<br />
  49. 49. Real people in the stories<br />49<br />
  50. 50. Where to find stories<br />Conversations with customers, employees about your products or services<br />How did your organization overcome something?<br />50<br />
  51. 51.
  52. 52. Stories from leaders<br />Humility is essential for credibility<br />Emotion pulls people in<br />Admit the negative and how you overcame it<br />No jargon or B.S. please<br />Above all, be authentic<br />People learn more from your mistakes than your successes<br />52<br />
  53. 53. 53<br />
  54. 54. Stories from leaders<br />Perfect human beings are not interesting<br />Imperfections are<br />54<br />
  55. 55. Underdog stories<br />55<br />
  56. 56. Robin Li<br />56<br />
  57. 57. Oprah Winfrey<br />57<br />
  58. 58. Digital storytelling<br />58<br />
  59. 59. In person, text, audio or video?<br />Face-to-face great – when possible<br />Audio is intimate <br />Video is illustrative<br />Text is faster to consume than audio or video and simpler to produce<br />59<br />
  60. 60. Audio: Theatre of the mind<br />60<br />
  61. 61. Audio: Theatre of the mind<br />61<br />
  62. 62. Audio tips<br />Be sure there’s a story<br />Use proper gear to get good sound<br />Edit out unneeded bits<br />Put your file in an accessible format<br />62<br />
  63. 63. For audio and video productions<br />Pick the right storyteller<br />Choose the most appropriate medium<br />Keep it short<br />Use visuals if they help tell the story<br />Sound is important in video!<br />No more shaky videos; use a tripod <br />
  64. 64. No need to break the budget<br />Try screencastswith narration<br />Remember audio costs less than video<br />Use a smartphoneor low-cost camera<br />
  65. 65. 65<br />
  66. 66. Clare Muireann Murphy<br />66<br />
  67. 67. Action steps<br />When is your next storytelling opportunity?<br />Look for stories everywhere!<br />How do you want people to feel?<br />Can you think of ways to add emotion to examples?<br />
  68. 68. Recommended reading<br />Tell to Win: Connect, Persuade and Triumph with the Hidden Power of Story, by Peter Guber<br />The Story Factor: Inspiration, Influence, and Persuasion Through the Art of Storytelling, by Annette Simmons<br />The Leader's Guide to Storytelling: Mastering the Art and Discipline of Business Narrative, by Stephen Denning<br />Made to Stick, by Chip and Dan Heath<br />68<br />
  69. 69. Please keep in touch<br />DONNA PAPACOSTA<br />Email: donna@trafcom.com<br />Phone: 905.844.7645<br />Web: trafcom.com<br />Twitter: @donnapapacosta<br />

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