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
Tell kidney/bathtub story. Why is it so memorable?
Made to Stick, by Chip and Dan Heath
Think of a good story you’ve heard in the last few months or years.Now think of a couple of good statistics you’ve heard in the last few weeks.
For 190,000 years that humans have been on earth, they’ve learned the most important information, from survival skills, culture, religion,and so on, through stories.
In my research, I’ve come across fascinating insights – some people think that humans are hard-wired, in our brains, for storytelling. Cave paintings.
Our brains are hard-wired for stories
Scientific basis for stories
Research tells us that decisions are based more on feelings than rational thinking. At this opening keynote, Jonah Lehrer showed us how the brain makes decisions.
According to Dr. Holland, How do you react when someone says that?Psychologically, we are not expected to act; we relaxStories tap a trigger in the brain that says “drop your rational objections and just let the story wash over you.”Do we agree about stories.
So why are we boring people so much?
Data, data, data
How many times a week does someone send you at DECK. 40 slides of data and you have to figure out what it means
Unhappy communicator saying NO ONE is reading, NO ONE is listening, NO ONE IS PAYING ATTENTION to our messaging
Business goals not accomplished because our comms are not supporting these goals
The medium is secondary – face to face, text, audio, video, in person
When someone connects with you through a story, they make a decision that you are just like them.
Business reasons to use stories – not just because we LIKE stories.
Not winning if you are drowning people in data.
Kay is known for coining the phrase: “The best way to predict the future is to invent it.”
Do you think the typical reporter wants a STORY from you or just more data?
Of course whatever this communication piece is, it fits in with a wider strategy and goal; has to meet the goal
Now let’s look at a brand story well told.
Now look at this example and compare it to the statement from the RIM guy
Telling a good story is almost like sharing a mini-documentary of what you've seen so that others can experience it too.
Bad TSA video
Last point – using video when you shouldn’t, for example
What’s in it for them – listen to your audience
How about THIS public service announcement? Drunk Valet video from Brazil; sponsored by a bar and restaurant. Not your typical “don’t drink and drive” message. Uses humour and the unexpected.
$64 billion company using stories about people. More like news reports than traditional press releases. Videos, pictures, text. Easy to link to in social media too.
Stories from inside their refrigerated hanger, minus 65 degrees. Showed an aborted takeoff and what it did to the tires.
Boeing and Indium stories effective
The Power of Words: element of surprise! Don’t you want to know what she wrote on the sign? Suspense and surprise
When a primitive man ran into a tiger, he didn’t ask, how many teeth does does the tiger have. He asked, will it eat me? should I run? The big picture before the details.
Social marketing for the biz customer from ericschwartzman and paulgillin. Not just videos. Storytelling in a blog
No excuse for not being able to tell a story! Found this example in Eric Schwartzman and Paul Gillin book – Social Marketing to the Business Customer
It was about people; stories were written like magazine stories. Not a boring.My experience on USS Midway – stories from sailors, not just narration of facts and figures.
Don’t tell us your company history unless it’s interesting
When leader tells story, important to show humanity. Perhaps reveal challenges where he could have done better.
Example of telling story to daughter in job search
Founder of China’s largest search engine; said to be China’s richest man
Rose from sexually abused impoverished child to one of the world’s most successful media personalities.
The medium is secondary – text, audio, video, in person
You may be trying to decide how to tell .Earbuds – intimacy. No one best way but be conscious of choice of medium.
Learn from podcasters like PW Fenton of Digital Flotsam. File is 2 minutes
Learn from podcasters like PW Fenton of Digital Flotsam. File is 2 minutes. Goosebumps.
For video, sound is more important than you think.
Screen casts LOOK like video
Infographics are big now but they are being abused in some cases, with so much INFO and not enough STORY
I would like to close with a sweet story.
Digital Storytelling at IABC world conference
Fascinate Your Audience withDigital Storytelling<br /> @DonnaPapacosta<br />
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 />
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<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, 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 />
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 />
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 />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 />
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 />
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 us stories.”<br /> – Alan Kay, American computer scientist<br />26<br />
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<br />
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 />
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 />
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 />
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 />
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 />
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 />
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 />
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 />
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 />
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 />
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 />