design patterns in social media: the hero's journey will be twitter-ed
Post on 18-Oct-2014
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Sarasota Design Summit - how to utilize Twitter and other Social Media tools to tell your Story, discover and grow your Characters and further your Plot.TRANSCRIPT
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Ed [email protected] 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
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http://www.youtube.com/watch?v=sMel13nY0PE
How would this Story be different?
QuickTime™ and ampeg4 decompressor
are needed to see this picture.
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Anthropology of Cell Phones
http://pogue.blogs.nytimes.com/2007/03/28/the-anthropology-of-cellphones/
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Let’s talk about...
• Storytelling elements
• Developing Characters / Personas
• Motivating your Characters
Growing your Brand through online Story
http://flickr.com/photos/trojanguy/2615818781/
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Classic StorytellingThe Power of the Narrative
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Once upon a time...
http://flickr.com/photos/e_phots/2646616379/
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...we told each other our stories...
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Modern StorytellingNarrating through Technology
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http://www.flickr.com/photos/jfchenier/76721307/
Once upon this time...
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...we still tell each other our stories...
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So my point is...
1. Message 4. Plot
2. Conflict 3. Characters
4 Elements of Storytelling
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Life is a story on the Internet -- ijustine lifestreamswww.justin.tv/ijustine
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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
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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
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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
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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/
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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/
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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
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Whole Foods fights bio-engineering and trade practiceshttp://blog.wholefoodsmarket.com
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Starbucks lets patrons discover and solve conflictwww.mystarbucksidea.com
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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
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http://www.youtube.com/watch?v=1EbCyibkNB0
Mac vs. PC 3. The Characters
QuickTime™ and ampeg4 decompressor
are needed to see this picture.
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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)
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Persona Development:Who the heck is my audience?
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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
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Your Brand’s Persona #1Persona Development
Ashley
Age: 21Education: College SeniorWork: PT baristaIncome: $9/hourFamily: Dating / No kidsHobbies: Blogger / SoccerPlatform: PC laptopMagazines: Vanity Fair
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Your Brand’s Persona #2Persona Development
Marshall
Age: 30Education: BA MarketingWork: Print designerIncome: $53,000/yearFamily: Engaged, no kidsHobbies: Flag footballPlatform: Macbook ProMagazines: Wired
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Your Brand’s Persona #3Persona Development
Laura
Age: 42Education: MBAWork: Retail boutique ownerIncome: $75,000Family: Married, 2 kidsHobbies: Yoga / PhotographyPlatform: MacbookMagazines: Real Simple
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2. How / when will you speak to these Personas?Persona Development
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3. Weave your audience into your StoryPersona Development
www.intensedebate.com
www.polldaddy.com
www.polleverywhere.com
www.chipin.com
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4. Master the art of Listening and RespondingPersona Development
www.google.com/analytics
www.feedburner.com
www.icerocket.com
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Such a CharacterOh, the people you’ll meet...
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What kind of hero are you?
The JokerThe Creator The Adventurer
The Brave Hero The Wise HeroThe Everyday Hero
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What kind of hero are you?
The MagicianThe Innocent
The CaregiverThe Ruler
The Rebel
The Lover
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What’s your Motivation?The driving forces behind your
Characters
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A rubber raft in the middle of the ocean
http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
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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
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1. Material Incentives
• Pay this, get that. Done.
• Time-value of $$
• Transparency matters!
• Keep it small and simple
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2. Social Incentives
• Incredibly complex
• Bunch of introverts
• All we need is love
Photo credit: http://www.flickr.com/photos/barackobamadotcom/2214065098/
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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
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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/
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Plot your Plot4. The Plot
Establish
Interact / Connect / Play
Deal with it
Almost there...
Onward and upward
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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
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Perception is reality - so, what story is out there?4. The Plot
www.brandtags.net
www.lovemarks.com
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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
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Advancing the Plot through Video4. The Plot
www.arttheheartofhouston.com
www.haablog.com
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For your plot: buy a Flip camera (seriously)4. The Plot
http://www.theflip.com/
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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/
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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
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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
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Follow your Story’s Buzz
www.tweetscan.com
www.summize.com
www.twitscoop.com
Tweeting your Story
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Do more with less with TwitterTweeting your Story
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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/
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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
http://www.flickr.com/photos/deneyterrio/2095590563/