becky livingston president & ceo royal apple marketing...
TRANSCRIPT
Build Support for Employee Volunteer Programs via Storytelling
Becky Livingston President & CEO
Royal Apple Marketing September 2012
© 2012 Royal Apple Marketing
My Story ü Social media advocate, author, trainer,
speaker, and practitioner ü Big dog lover
ü Small business consultant ü Daily user of LinkedIn,
Facebook, Twitter, G+, Pinterest, & Hootsuite
ü Marketing pro and Tech enthusiast
Why storytelling? � Stories increase loyalty � Good stories are spread
� Good stories have conflict � True, but hard-to-believe, odd or unexpected
events � Acts of heroism � Emotional, funny, innovative, provocative
Ask the question, “Would I share this story with others?”
Create a Plan � Self assessment – What’s your story? � How does storytelling fit into the Strategic
Plan? � Who are we trying to reach? � What change to do we want to see?
� How do we measure success? � Who are our storytellers?
� How do we get the word out?
Journalism’s 5 W’s to Help You � Who – your characters � What – what happened
� When – sequence of events � Where – specific scene or
setting � Why – the motivation of
the characters � How – how it happened
5 Questions People Ask 1. What do other people think about this
organization? 2. Are people here like me?
3. Does this work? 4. What difference can I make?
5. May I come along?
Get to the Heart of it ü Know your point ü Nail your plot
ü Have a big theme, but a small scale
The human experience = a universal feeling, emotion, or truth that resonates with us all.
Convey the Story w/ Pictures � Create the visual story � Use it in public outreach, website, blog,
social media, annual report, email, etc. � Enter contests like:
� DoGooder Awards � TechSoup Storytelling Challenge � The Current Cause
Video Storytelling Checklist � Purpose � Measurement � Distribution � How � Preparation � Video Planning � Timing � Permission
� Shooting � Organize
� Details � Editing
� Copyright
� Dissemination
Examples / Case Studies
Deer Lake Strawberry Festival
Sharing feature
Listing of services
Call to action!
The what?
Super Tuesday – Invisible Children
Share Our Strength
“Stories don’t have to be long – in fact shorter is probably better. Stories tell of challenges confronted, a turning point that can emotionally draw in the reader, and an ending that provides lessons learned, results attained, and a clear path forward.”
Reed Dewey, Volunteer Frontier
Connect with Royal Apple Marketing @RoyalAppleMkgt / @BMLiving
Resources � Bowden 2 Bowden Blog http://bowden2bowden.wordpress.com/2012/09/06/stories-can-
build-a-brand-image/ � Storytelling tips from Roy Peter Clark & Shelter Box http://www.atlargeinc.com/blog/
2012/03/02/storytelling-tips-from-roy-peter-clark-shelterbox/ � Volunteer Stars Engagement Report 2012 http://www.volunteerfrontier.com/volunteer-
engagement-stars.html � From Business Case to Storytelling: Bringing Voluteer Engagement Out of the Shadows
http://blogs.volunteermatch.org/engagingvolunteers/2012/05/22/from-business-case-to-storytelling-bringing-volunteer-engagement-out-of-the-shadows/
� How to get to the Heart of Your Story http://www.nonprofitmarketingblog.com/site/how_to_get_to_the_heart_of_your_story
� Nonprofit Storytelling Tips From the Experts http://www.causevox.com/blog/2012/04/17/nonprofit-storytelling-tips-from-the-experts/
� Keep Your Eyes Open: Visual Storytelling for Nonprofits http://blogs.volunteermatch.org/engagingvolunteers/2012/04/02/keep-your-eyes-open-visual-storytelling-for-nonprofits/
� Video Storytellling Checklist http://www.socialbrite.org/2010/07/15/visual-storytelling-checklist/
� A Roundup of Resources for Grass Roots Media Makers http://www.socialbrite.org/sharing-center/media/
� 19 Best Non-Profit Websites http://socialdriver.com/2012/05/19-best-non-profit-websites-and-why-theyre-awesome/
� 5 Questions Non Profits Should Answer with Stories http://www.nonprofitmarketingguide.com/blog/2008/04/18/five-questions-nonprofits-should-answer-with-stories/
� Storytelling 2.0: Why Nonprofits Need to Tell Stories http://www.socialbrite.org/2011/08/24/storytelling-2-0-why-nonprofits-need-to-tell-stories/