Ed Schipuleschipul@schipul.com www.schipul.com // www.brandtobedetermined.com

http://flickr.com/photos/mossling/2772640278/

Design Patterns of Social Media Through StoryThe Hero’s Journey will be Twitter-ed

http://www.youtube.com/watch?v=sMel13nY0PE

How would this Story be different?

QuickTime™ and ampeg4 decompressor

are needed to see this picture.

Anthropology of Cell Phones

http://pogue.blogs.nytimes.com/2007/03/28/the-anthropology-of-cellphones/

Let’s talk about...

• Storytelling elements

• Developing Characters / Personas

• Motivating your Characters

Growing your Brand through online Story

http://flickr.com/photos/trojanguy/2615818781/

Classic StorytellingThe Power of the Narrative

Once upon a time...

http://flickr.com/photos/e_phots/2646616379/

...we told each other our stories...

Modern StorytellingNarrating through Technology

http://www.flickr.com/photos/jfchenier/76721307/

Once upon this time...

...we still tell each other our stories...

So my point is...

1. Message 4. Plot

2. Conflict 3. Characters

4 Elements of Storytelling

Life is a story on the Internet -- ijustine lifestreamswww.justin.tv/ijustine

1. The Message

• Strategic premise

• What is your real statement?

• Stick to 1 or 2 messages

• Different audiences mean different messages

What’s old is new: The 4 Elements of a Modern Story

What are your Vision, Mission and Values?

• Vision: Big picture

• Mission: The nuts and bolts

• Values: The behaviors that get you there

1. The Message

You can’t write about what you don’t know

Promoting your message in all that you do

• Message #1: Just Do It

• Nike+ Run Faster Blog

• Message #2: We innovate, we help

• Nike R&D Storytelling videos

1. The Message

http://nikeplus.nike.com

www.twiike.com

Keep it simple - try a 6 word story1. The Message

Ernest Hemingway’s best work?

‘For sale: Baby shoes, never worn’

http://www.flickr.com/groups/sixwordstory/

2. The Conflict

• Not always negative

• What problem forces you to act?

• How do you restore harmony?

• Internal or external conflict?

What’s old is new: The 4 Elements of a Modern Story

http://flickr.com/photos/slipstreamblue/2617035636/

Identifying your conflict

• Inner Conflict - unsure of yourself or direction

• Relational Conflict - protagonist vs. antagonist

• Social Conflict - you vs. the system

• Situational Conflict - how you grow and survive tough times

• Cosmic Conflict - you vs. an invisible force

2. The Conflict

Whole Foods fights bio-engineering and trade practiceshttp://blog.wholefoodsmarket.com

Starbucks lets patrons discover and solve conflictwww.mystarbucksidea.com

3. The Characters

• Who are the main players?

• Multi-purpose Characters

• Your readers are Characters too ** PERSONA Development **

What’s old is new: The 4 Elements of a Modern Story

http://www.youtube.com/watch?v=1EbCyibkNB0

Mac vs. PC 3. The Characters

QuickTime™ and ampeg4 decompressor

are needed to see this picture.

The Apple story’s Characters

Benefactor Beneficiary

Hero Adversary

Goal

Support

3. The Characters

(out-of-the-box geeks)

(in-the-box products)

(everlasting love)

Persona Development:Who the heck is my audience?

1. Identify 3-7 ‘actual’ people (invisible friends)

• Name them and find a photo

• Give them a backstory and bio

• Talk about them in your meetings

• Use them to guide your efforts

Persona Development

Your Brand’s Persona #1Persona Development

Ashley

Age: 21Education: College SeniorWork: PT baristaIncome: $9/hourFamily: Dating / No kidsHobbies: Blogger / SoccerPlatform: PC laptopMagazines: Vanity Fair

Your Brand’s Persona #2Persona Development

Marshall

Age: 30Education: BA MarketingWork: Print designerIncome: $53,000/yearFamily: Engaged, no kidsHobbies: Flag footballPlatform: Macbook ProMagazines: Wired

Your Brand’s Persona #3Persona Development

Laura

Age: 42Education: MBAWork: Retail boutique ownerIncome: $75,000Family: Married, 2 kidsHobbies: Yoga / PhotographyPlatform: MacbookMagazines: Real Simple

2. How / when will you speak to these Personas?Persona Development

3. Weave your audience into your StoryPersona Development

www.intensedebate.com

www.polldaddy.com

www.polleverywhere.com

www.chipin.com

4. Master the art of Listening and RespondingPersona Development

www.google.com/analytics

www.feedburner.com

www.icerocket.com

Such a CharacterOh, the people you’ll meet...

What kind of hero are you?

The JokerThe Creator The Adventurer

The Brave Hero The Wise HeroThe Everyday Hero

What kind of hero are you?

The MagicianThe Innocent

The CaregiverThe Ruler

The Rebel

The Lover

What’s your Motivation?The driving forces behind your

Characters

A rubber raft in the middle of the ocean

http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/

3 MotivationsMaterial Social Ideological

1. Cash2. Discounts3. Volunteers get free admission4. Linkbacks to your site5. Promotion*

1. Networking2. Socialization3. Identity4. Certification / validation5. Professional / Development6. Sex7. Relationships8. Organized Religion9. Status10. Esteem11. Some politics12. Achievement13. Self-esteem*14. Promotion

1. Belief in a cause2. Long-term political goal3. Religious / spiritual4. Self-actualization5. Art

http://www.schipul.com/en/art/?562

1. Material Incentives

• Pay this, get that. Done.

• Time-value of $$

• Transparency matters!

• Keep it small and simple

2. Social Incentives

• Incredibly complex

• Bunch of introverts

• All we need is love

Photo credit: http://www.flickr.com/photos/barackobamadotcom/2214065098/

3. Ideological

• Time-triggered, not time bound

• Keep an eye on ethics

• Search engines powerful ideologue connectors

Photo credit: http://www.cathedralgrove.se

Julia Butterfly

4. The Plot

The difference between:

‘The King died and then the Queen died’

and

‘The King died by the sword and the Queen died of grief’

What’s old is new: The 4 Elements of a Modern Story

http://flickr.com/photos/alimander/2832880196/

Plot your Plot4. The Plot

Establish

Interact / Connect / Play

Deal with it

Almost there...

Onward and upward

Strong beginnings matter...4. The Plot

1. All children, except one, grow up.2. Peter Pan, J. M. Barrie

3. Call me Ishmael.4. Moby Dick, Herman Melville

5. I am an invisible man.6. Invisible Man, Ralph Ellison

7. It was the best of times, it was the worst of times.8. Tale of Two Cities, Charles Dickens

Perception is reality - so, what story is out there?4. The Plot

www.brandtags.net

www.lovemarks.com

www.google.com/alerts Email updates for your

company name and keywords

www,technorati.com/watchlist

Powerful Social Media search engine watches for your terms

and updates you

http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined

terms and names

Due diligence on your Story4. The Plot

Advancing the Plot through Video4. The Plot

www.arttheheartofhouston.com

www.haablog.com

For your plot: buy a Flip camera (seriously)4. The Plot

http://www.theflip.com/

Your Character in 140 Characterswww.twitter.com

12 people you’ll meet on Twitter

1.GHOST: Starts Twittering, posts a handful of times, then disappears.

2.NERDCORE: Hopelessly geeky (and proud of it)

3.FLIRT: Writes a lot of tweets with the word “sexy” and “naked” (not necessarily in the same tweet).

4.WHORE: Shameless self-promoter of blog posts.  Has 10,000 followers.

5.WHORE IN TRAINING: Just like a WHORE, but is wanting 10,000 followers.

6.MR. GUILTY: Endless naughty-boy revelations about alcohol, gambling, or behaving badly.

7.ST. CRISPIN: Carpe Diem! I can’t believe I’m lucky enough to be alive on THIS VERY DAY!

8.HIPSTER: Goes to all the cool social networking events.  Lets you know about it.

9.POLITICAL HARRIDAN: Sends 140-character rants about this or that politician or policy proposal.

10.INQUISITOR: 90% of their tweets are questions to their “audience”.

11.DILBERT: My office is dysfunctional and I sort of like it because I can tweet about it.

12.ZZZ: Sends tweets like “I’m on my 2nd cup of coffee” or “heading home”.

Tweeting your Story

http://xidey.wordpress.com/2008/07/14/the-twelve-people-you-meet-on-twitter/

Characters that matter on Twitter

1. MC Hammer: www.twitter.com/mchammer

2. Barack Obama: www.twitter.com/barackobama

3. John Culberson: www.twitter.com/johnculberson

4. NPR Politics: www.twitter.com/nprpolitics

5. Whole Foods: www.twitter.com/wholefoods

6. Comcast: www.twitter.com/comcast

7. Stephen Fry: www.twitter.com/stephenfry

8. Zappos CEO: www.twitter.com/zappos

9. M&M’s: www.twitter.com/msgreen

10. LA Fire Department: www.twitter.com/lafd

Tweeting your Story

Twitter Storytelling tips and tricks

1. Tell other people’s stories too (not all about you, dude)

2. Link like it’s going out of style: www.tinyurl.com

3. Ask questions, answer questions - have a dialogue

4. Share brain candy

5. Say thank you

Tweeting your Story

Follow your Story’s Buzz

www.tweetscan.com

www.summize.com

www.twitscoop.com

Tweeting your Story

Do more with less with TwitterTweeting your Story

Let’s review...

• Tell your Story with modern tools

• Know yourself, know your audience

• Keep the Story eternal with Twitter

Tell your Story, be a Hero

http://flickr.com/photos/sandrino/248016804/

Thanks for being here!

Ed Schipul

Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Slideshare: www.slideshare.net/eschipul

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