Stories that build movements

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description

What are the stories, facts, and details of your nonprofit that will build a sense of community and action? We'll answer those questions and share what tools can get you there during this important webinar

Transcript of Stories that build movements

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Part One: Meet Social Media

Engage:SD Sponsor

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Part One: Meet Social Media

Brought to you by...

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Our Story

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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/

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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

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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

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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

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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

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How to Tell a Sticky Story

• SimpleS

• UnexpectedU

• ConcreteC

• CredibleC

• EmotionalE

• StoriesS

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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

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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

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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

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CREDIBLE

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

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

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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

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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

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STORIES

Three “story plots” to motivate and inspire:

> Challenge Plot> Connection Plot> Creativity Plot

Photo by noodleator, Flickr

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Part Six: Examples of Stories that Build

Movements…

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Ford Explorer “Reveal” Campaign

photo by Ford Motor Company, Flickr

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8 City Unveiling

photo by Ford Motor Company, Flickr

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A Sense of Anticipation

Photo: Ford Explorer Facebook page

2011 Ford Explorer—Coming Soon!

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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

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Let’s Weigh In

Let’s Weigh In Video by Ford Motor Company

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Make it About People

2011 Ford Explorer Engineers by Ford Motor Company

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Make it About People

2011 Ford Explorer Reveal by Ford Motor Company

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Does this emotional connection matter?

2011 Ford Explorer Engineers by Ford Motor Company

1.5

x

Facebook increases “conversion” by 1.5

times

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West Central Initiative Foundation

Creating A Better Tomorrow website

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A Playground Built in a Day

A Playground Build in a Day, Home Depot, YouTube

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Know a California Farmer

Know a California Farmer website

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An Interview with……

Hugh WeberStorylines

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We haven’t forgotten about movements…

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Tribes: We need you to lead us

Seth Godin

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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

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Brains on Fire

Brains on Fire website

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Lesson: Find the Passion Conversation

photo by friendtoall78, flickr

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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/

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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