Part One: Meet Social Media

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Part One: Meet Social Media

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Part Six: Stories that Build Movements…

Part Six: Stories that Build Movements

Our Story

Part Six: Stories that Build Movements

Why Stories?

Stories are naturally sticky, which means that people will remember what you tell them more readily when you narrate it through story

Made to Stick: http://heathbrothers.com/

Part Six: Stories that Build Movements

Why Stories?

More specifically, the Heath brothers tell us that “stories drive action through simulation (what to do) and inspiration (the motivation to do it)

Made to Stick Reference Guide

Part Six: Stories that Build Movements

Why Stories?

Stories help us combat “information overload”

Anthropologists contend that up to 70% of everything we learn is from stories

Believe Me, Michael Margolis | photo by callumscott2, Flickr

Part Six: Stories that Build Movements

Why Stories?

Stories are a way to help people belong

“stories are so important to customers, because, unlike statistics, they can place themselves in a story”

Brains on Fire (p. 31) | photo by Steve Rhodes, Flickr

Part Six: Stories that Build Movements

Why Stories?

Stories are a way to help people belong

“the bigger the story, the more room under the tent for people to show up.”

Believe Me, Michael Margolis | photo by D’Arcy Norman, Flickr

Part Six: Stories that Build Movements

How to Tell a Sticky Story

• SimpleS

• UnexpectedU

• ConcreteC

• CredibleC

• EmotionalE

• StoriesS

Part Six: Stories that Build Movements

SIMPLE

Simple messages are compact and only address the most important idea (the core).

“If you say three things, you don’t say anything…”

Made to Stick, p. 34| Photo by sparkieblues, Flickr

Part Six: Stories that Build Movements

UNEXPECTED

The element of surprise makes us pay attention and think.

The unexpected idea should lead to insight regarding your core message.

Photo by raysto, Flickr

Part Six: Stories that Build Movements

CONCRETE

Concrete language helps us understand new concepts more readily.

“this nation should commit itself, before this decade is out, to landing a man on the moon”

Made to Stick, p. 96 | Photo by Munkho_09, Flickr

Part Six: Stories that Build Movements

CREDIBLE

PHD’s and Celebrities may help…but these might be more realistic:

> personal experience> vivid details> statistical evidence> the Sinatra test> testable credential

Part Six: Stories that Build Movements

EMOTIONAL

“The goal of making messages emotional is to make people care. Feelings inspire people to act.”

Analytics v. Emotions

Made to Stick (quote, p. 168) | photo by uncultured, Flickr

Part Six: Stories that Build Movements

STORIES

Stories drive action through simulation and inspiration

The key idea here is that the right stories have the ability to move people to action

Photo by Leo Reynolds, Flickr

Part Six: Stories that Build Movements

STORIES

Three “story plots” to motivate and inspire:

> Challenge Plot> Connection Plot> Creativity Plot

Photo by noodleator, Flickr

Part Six: Examples of Stories that Build

Movements…

Part Six: Stories that Build Movements

Ford Explorer “Reveal” Campaign

photo by Ford Motor Company, Flickr

Part Six: Stories that Build Movements

8 City Unveiling

photo by Ford Motor Company, Flickr

Part Six: Stories that Build Movements

A Sense of Anticipation

Photo: Ford Explorer Facebook page

2011 Ford Explorer—Coming Soon!

Part Six: Stories that Build Movements

Create Story Lines

In an attempt to create story lines, Ford Motor Company has shared:

1) story lines of the product2) story lines of the people

who’ve helped develop the product

photo by Ford Motor Company, Flickr

Part Six: Stories that Build Movements

Let’s Weigh In

Let’s Weigh In Video by Ford Motor Company

Part Six: Stories that Build Movements

Make it About People

2011 Ford Explorer Engineers by Ford Motor Company

Part Six: Stories that Build Movements

Make it About People

2011 Ford Explorer Reveal by Ford Motor Company

Part Six: Stories that Build Movements

Does this emotional connection matter?

2011 Ford Explorer Engineers by Ford Motor Company

1.5

x

Facebook increases “conversion” by 1.5

times

Part Six: Stories that Build Movements

West Central Initiative Foundation

Creating A Better Tomorrow website

Part Six: Stories that Build Movements

A Playground Built in a Day

A Playground Build in a Day, Home Depot, YouTube

Part Six: Stories that Build Movements

Know a California Farmer

Know a California Farmer website

Part Six: Stories that Build Movements

An Interview with……

Hugh WeberStorylines

We haven’t forgotten about movements…

Part Six: Stories that Build Movements

Tribes: We need you to lead us

Seth Godin

Part Six: Stories that Build Movements

What is a Tribe?

Tribes, Seth Godin, p. 1

tribes are a group of

people who…

connect to a

leader

connect to one

another

connect to an idea

Part Six: Stories that Build Movements

Brains on Fire

Brains on Fire website

Part Six: Stories that Build Movements

Lesson: Find the Passion Conversation

photo by friendtoall78, flickr

Part One: Meet Social Media

Get Connected

web: www.engagesd.orgrurallearningcenter.org

facebook: www.facebook.com/engagesd

delicious: http://delicious.com/RuralLearningCenter

twitter: @RuralLearning

resource guide: http://engagesd.wikispaces.com/

Part One: Meet Social Media

Thanks for joining us!

Contact Lindsey:Lindsey KarlsonLindsey.Karlson@RuralLearningCenter.org605-772-5153www.engagesd.org

Contact Mike:Mike KnutsonMike.Knutson@RuralLearningCenter.org605-772-5153www.engagesd.org