How To Become A Stronger Storyteller
Transcript of How To Become A Stronger Storyteller
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HOW TO BECOME A STRONGER STORYTELLER
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SPEAKERS
Stephanie CastilloVisually
Marketing Manager@StephanieIvania
Jose GallegosTINT
Community Strategist
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About Visually
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About TINT
TINT is a platform that allows you to collect, moderate, and display social media content onto any screen.
Trusted by over +45,000 brands in 170 countries.
Where your content and community comes together.
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AGENDA
• Brief History of Storytelling
• The Science of Storytelling
• Challenges in 2016
• Storytelling Strategies
• Q & A
• Amazon Giftcard Giveaway
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Can marketers be storytellers?
How do you separate storytellers from content producers?
Source: Salesforce
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STORYTELLING AS A BUZZWORD
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Unpacking the buzz
● Snackable content, ROI, growth hacking, storytelling
● Trend or evergreen?● Stories are agents of
change
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HISTORY OF STORYTELLING AND
WHAT WE CAN LEARN
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Once upon a time...
The earliest form of storytelling that has
been discovered is from the caves in
the Pyrenees Mountains in France
dating between 15000-13000 BC
source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/
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Evolution of Storytelling
source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/
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Storytellers
source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/
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What can we learn from our Ancestors?
source: http://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/
● Storytelling is an evolutionary mechanism that helped keep our ancestors alive.The theory is that if I tell you a story about how to survive, you’ll be more likely to actually survive than if I just give you facts.
● A narrative works off of both data and emotions, which is significantly more effective in engaging a listener than data alone.
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THE SCIENCE OF STORYTELLING
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The Science of Storytelling
• Cognitive Load Theory explains that our minds can easily become overloaded if required to process too much complex information.
• Once our brains reach capacity, information passes through our minds, but does not stick.
source: http://www.ethos3.com/2015/01/how-to-minimize-the-extraneous-load-of-your-presentations/
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Data Vs Stories
source: http://www.slideshare.net/acdowd/bba-present-anpd2015
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WHY WE NEED TO TELL BETTER
STORIES
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Content Engagement
Across 2013 and 2014 the output of content per brand increased by 78%, but content engagement decreased by 60%
Source: TrackMaven
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Did you know…
The average human attention
span in 2000 was 12 seconds,
and by 2013 it was 8 seconds.
That puts us one second shorter
than a goldfish.
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Ad-blocking
In 2015, U.S. adblocking
grew by 48% to reach 45
million active users. Of those surveyed not currently using
ad-blocking, 41% say they would
consider using the tool if the quantity of
ads typically increased
Source: PaigeFair and Adobe
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Consumer Preferences
56% of U.S. consumers said the number of brands they consider for a given product or service has increased significantly over the past 10 years
Source: Accenture
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Attention Spans + Competitive Market + New Media
Challenges in 2016
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HOW DO YOU TELL BETTER STORIES?
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“Storytelling -- is joke telling. It's knowing your punchline, your ending, knowing that everything you're saying, from the first sentence to the last, is leading to a singular goal, and ideally confirming some truth that deepens our understandings of who we are as human beings.”
- Andrew Stanton, Pixar
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The Journey
The hero’s journey is the common template successful movies have followed and can help your brand become a rockstar
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Crafting the Story
● 3 act structure● Setting & Characters: Your brand
and value prop / others in your space● Problem: Audience pain points● Rising action: How does your brand
fit in?● Climax: The solution● Falling action: Next steps● Denouement: Advocacy
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Does your brief measure up?
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Need help finding your story?
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Buzzfeed’s Emotional Appeals
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Online Storytelling
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WHAT GOOD STORYTELLING
LOOKS LIKE
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Art.com
● Snackable videos on its
Facebook page
● DIY and home decor
projects
● Priming customers for next
purchase (and getting
likes!)
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Survey Monkey
• Explainer video
• Simple and easy to
understand
• Shows depth of the
product and use cases
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NEW TRENDS
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Interactive Storytelling
● Data analysis, web
design, journalism
● Audience participation
● Sponsored posts
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Bringing Offline Stories Online
● The rise of UGC
● Let your audience tell your brand story
● Authenticity is Key
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TAKE-AWAYS
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Closing Thoughts
• Storytelling make data resonate
• A powerful story should be the backbone of brand’s overarching message
• Action items: Listen, digest, and share
Source: Treprep
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Q&A
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AMAZON GIFTCARD GIVEAWAY
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THANK YOU!
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Follow us! @Visually
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