Digital Storytelling at IABC world conference
-
date post
18-Oct-2014 -
Category
Business
-
view
2.168 -
download
0
description
Transcript of Digital Storytelling at IABC world conference
![Page 1: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/1.jpg)
The
New
Nor
mal
Fascinate Your Audience withDigital Storytelling
@DonnaPapacosta
![Page 2: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/2.jpg)
Have you heard this story?
2
![Page 3: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/3.jpg)
Why do we remember it?
• It’s simple • It’s unexpected• It’s credible• It taps into our
emotions• It’s a story
3
![Page 4: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/4.jpg)
4
![Page 5: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/5.jpg)
5
![Page 6: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/6.jpg)
“Storytelling is fundamental to the human search for meaning.”
– Mary Catherine Bateson, American writer and cultural anthropologist
![Page 7: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/7.jpg)
7
![Page 8: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/8.jpg)
Stories and the brain
Research by psychologist Dr. Norman Holland says:
• Brain chemicals change when we are influenced by compelling narrative
• Neurological evidence says brains organize experience in narrative sequence
• We respond emotionally and intellectually to narrative vs. statements of fact
8
![Page 9: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/9.jpg)
Left brain
• Logical• Rational• Analytical• Objective• Looks at parts
9
![Page 10: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/10.jpg)
Right brain
• Random• Intuitive• Holistic• Synthesizing• Subjective• Looks at wholes
10
![Page 11: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/11.jpg)
Right brain
• Interacts with the limbic or emotional brain
• Where “aha” moments and gut reactions happen
11
![Page 12: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/12.jpg)
“Let me tell you a story”
12
![Page 13: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/13.jpg)
13
![Page 14: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/14.jpg)
![Page 15: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/15.jpg)
15
Blah, blah, blah• 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,• Information that’s not interesting, too small to read, too small to read, too small to read, too small to read• Too much on the slide• 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• Boring • Boring• Can I fit more on this slide?• Type too small to read• 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• Too much on the slide• Boring• Boring • Boring• Can I fit more on this slide?• Information that’s not interesting• Too much on the slide• Boring• Boring • Boring• Can I fit more on this slide?• Maybe I can read it for them too
![Page 16: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/16.jpg)
![Page 17: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/17.jpg)
![Page 18: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/18.jpg)
Digital storytelling
18
![Page 19: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/19.jpg)
19
![Page 20: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/20.jpg)
20
Believability crisis
“Affinity has become the new secret weapon — we believe in people and companies that we like.”
“To be believable, we must be simple, human, honest and emotional.”
– Ogilvy SVP of Global Strategy & Marketing
Rohit Bhargava
![Page 21: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/21.jpg)
Difference between example and story?
21
![Page 22: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/22.jpg)
Difference between example and story?
EMOTION
22
![Page 23: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/23.jpg)
Why stories in business?
• We are drowning in information but crave meaning
• Stories cut through the noise• Stories feel real, compared to abstract
concepts• Stories capture people on an emotional level• People forget facts but remember stories
23
![Page 24: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/24.jpg)
24
Guy Kawasaki in Enchantment
“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.”
![Page 25: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/25.jpg)
25
Annette Simmons in The Story Factor
“Whoever tells the best story wins.”
![Page 26: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/26.jpg)
“Scratch the surface in a typical boardroom and we’re all just cavemen with briefcases, hungry for a wise person to tell us stories.”
– Alan Kay, American computer scientist
26
![Page 27: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/27.jpg)
27
Your brand is a good story, well told.
In PR, need to rise above the noise.That’s the new normal.
![Page 28: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/28.jpg)
PR is a form of classic storytelling
Take your audience on a hero’s journey through trials and tribulations.
28
![Page 29: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/29.jpg)
Why tell a story?
• Case study that spurs sales• News release that gets wide pickup• Blog post that attracts comments and links• Video that wins views; maybe goes viral• Podcast that grabs audience share• Internal news that employees ACT on• Presentation that inspires and motivates
![Page 30: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/30.jpg)
30
Story vs. non-story
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.
![Page 31: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/31.jpg)
31
Story vs. non-story
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…
![Page 32: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/32.jpg)
32
Story vs. non-story
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.”
![Page 33: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/33.jpg)
33
WHAT???
![Page 34: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/34.jpg)
34
Domino’s Pizza Turnaround
![Page 35: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/35.jpg)
Storytelling tips for PR
• Be conversational, not stiff and boring• Create drama by showing contrast between
old and new (what was vs. what is)• Use anecdotes, emotion
35
![Page 36: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/36.jpg)
Don’t do this
36
![Page 37: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/37.jpg)
TSA video #FAIL
• Weird gestures• No visuals!• No narrative or story• Stilted language
37
![Page 38: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/38.jpg)
Six deadly sins of stories
38
• No conflict; nothing happens• Telling, not showing• Use of jargon• No real people• Fake• Choosing wrong medium
![Page 39: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/39.jpg)
39
Not just about you; LISTEN to be a good storyteller
![Page 40: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/40.jpg)
40
PSA storytelling
![Page 41: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/41.jpg)
41
“Brand journalism” at Boeing
![Page 42: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/42.jpg)
42
![Page 43: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/43.jpg)
Keys to story success
• Lead from the heart• “What’s in it for them”• Add element of suspense and surprise
![Page 44: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/44.jpg)
44
![Page 45: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/45.jpg)
45
Practical storytelling considerations
• Powerful headline• Brief as possible• Solves problem, adds value• Entertains or enlightens• If text: easy on the eyes
![Page 46: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/46.jpg)
What about technical stories?
• Keep story simple• What’s in it for them?• Write/speak visually• Always be human
![Page 47: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/47.jpg)
47
![Page 48: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/48.jpg)
48
They sell solder paste!
• “Obsessed with Solder Paste”• Increased leads six-fold • 73 blogs by 17 authors, mostly engineers• Relevant storytelling
![Page 49: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/49.jpg)
49
Real people in the stories
![Page 50: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/50.jpg)
50
Where to find stories
• Conversations with customers, employees about your products or services
• How did your organization overcome something?
![Page 51: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/51.jpg)
![Page 52: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/52.jpg)
Stories from leaders
• Humility is essential for credibility• Emotion pulls people in• Admit the negative and how you overcame it• No jargon or B.S. please• Above all, be authentic• People learn more from your mistakes than your
successes
52
![Page 53: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/53.jpg)
53
![Page 54: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/54.jpg)
Stories from leaders
• Perfect human beings are not interesting• Imperfections are
54
![Page 55: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/55.jpg)
55
Underdog stories
![Page 56: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/56.jpg)
56
Robin Li
![Page 57: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/57.jpg)
57
Oprah Winfrey
![Page 58: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/58.jpg)
Digital storytelling
58
![Page 59: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/59.jpg)
In person, text, audio or video?
• Face-to-face great – when possible• Audio is intimate • Video is illustrative• Text is faster to consume than audio or
video and simpler to produce
59
![Page 60: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/60.jpg)
60
Audio: Theatre of the mind
![Page 61: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/61.jpg)
61
Audio: Theatre of the mind
![Page 62: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/62.jpg)
62
Audio tips
• Be sure there’s a story• Use proper gear to get good
sound• Edit out unneeded bits• Put your file in an
accessible format
![Page 63: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/63.jpg)
For audio and video productions
• Pick the right storyteller• Choose the most appropriate medium• Keep it short• Use visuals if they help tell the story• Sound is important in video!• No more shaky videos; use a tripod
![Page 64: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/64.jpg)
No need to break the budget
• Try screencasts with narration• Remember audio costs less than video• Use a smartphone or low-cost camera
![Page 65: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/65.jpg)
65
![Page 66: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/66.jpg)
66
Clare Muireann Murphy
![Page 67: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/67.jpg)
Action steps
• When is your next storytelling opportunity?• Look for stories everywhere!• How do you want people to feel?• Can you think of ways to add emotion to examples?
![Page 68: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/68.jpg)
68
Recommended reading
• Tell to Win: Connect, Persuade and Triumph with the Hidden Power of Story, by Peter Guber
• The Story Factor: Inspiration, Influence, and Persuasion Through the Art of Storytelling, by Annette Simmons
• The Leader's Guide to Storytelling: Mastering the Art and Discipline of Business Narrative, by Stephen Denning
• Made to Stick, by Chip and Dan Heath
![Page 69: Digital Storytelling at IABC world conference](https://reader033.fdocuments.in/reader033/viewer/2022051816/5442380db1af9f410a8b45b6/html5/thumbnails/69.jpg)
Please keep in touch
DONNA PAPACOSTAEmail: [email protected]
Phone: 905.844.7645Web: trafcom.com
Twitter: @donnapapacosta