once upon a time the power of storytelling in social media presentation
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Once Upon a Time The Power of
Storytelling in Social Media.
Taxonomy of Storytelling
By Cristo Leon
ww.cristoleon.com [email protected]
Hashtag #smwonceuponatweet
Cristo Leon Feb 18th, 2013
About.
ww.cristoleon.com [email protected]
Cristo Leon is a Social Media Consultant and Storyteller. His passion for connecting and networking has leaded him to investigate “Social Media Folklore” and to share his findings with businesses and entrepreneurs all over the world.
General objective.
To improve the participants skills for sharing stories. To better understand the impact that storytelling has had in our life and will have in the lives of our businesses.
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Workshop Outline. (Onword)
Module. -Taxonomy of Storytelling 1. Story Content. 2. Story Performance and my brand. 3. The Twelve Elements of a Story. 4. Turning Points and Positioning. 5. After Telling a Story, before making a sale.
ww.cristoleon.com [email protected]
Workshop Outline. (Onword)
Module. -Taxonomy of Storytelling 1. Story Content. 2. Story Performance and my brand. 3. The Twelve Elements of a Story. 4. Turning Points and Positioning. 5. After Telling a Story, before making a sale.
ww.cristoleon.com [email protected]
Sto
ry C
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t.
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1. Story structures o Basic o Classic. o Modern.
2. Place and Community.
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Story Structure: Basic
Beginning Development End
CLIMAX
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Cristo Leon Feb 6th, 2013
Sto
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http://en.wikipedia.org/wiki/Gone_with_the_Wind_(film)
1st Act
2nd Act
3rd Act
4th Act 5th
Act
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Story Structure: Classic
CLIMAX
Day Night
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Cristo Leon Feb 6th, 2013
1 End
2 Past
3 Development
4 Present or Future
Sto
ry C
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Story Structure: Modern
CLIMAX
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Cristo Leon Feb 6th, 2013
Sto
ry C
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ten
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http://designyoutrust.com/2012/04/the-coca-cola-logo-all-over-the-world/
Fore
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rd.
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1. Story Content We review Basic, Classic, and Modern structures. We analyzed the importance of Place and Community. Next, we will discuss the story performance.
Workshop Outline. (Onword)
Module. -Taxonomy of Storytelling 1. Story Content. 2. Story Performance and my brand. 3. The Twelve Elements of a Story. 4. Turning Points and Positioning. 5. After Telling a Story, before making a sale.
ww.cristoleon.com [email protected]
Workshop Outline. (Onword)
Module. -Taxonomy of Storytelling 1. Story Content. 2. Story Performance and my brand. 3. The Twelve Elements of a Story. 4. Turning Points and Positioning. 5. After Telling a Story, before making a sale.
ww.cristoleon.com [email protected]
ww.cristoleon.com [email protected]
1. Performance 101 2. “Newbies” use social media for. 3. Situation and testimonials 101
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. Performance 101. • Breathing/Singing/Moving and Storytelling. • Styles of Speaking in Storytelling. •Acting-out Characters (Role-playing). • Audience-Participation in Storytelling. • Singing-and-moving Stories. • Story Drawing/Painting/Illustrating/Mapping. • Storytelling accompanied by Illustrations, Puppets, Masks, and Props.
“Someday we'll find it, the rainbow connection. The lovers, the dreamers, and me”.- Kermit.
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Newbies use social media to… • Share experiences from everyday life; and • Share pictures or products that they found. • To save money via promotions.
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Situation and testimonials 101: Regardless of whether a story's characters are humans,
animals, divinities, aliens, etc -- all stories are about situations. Story listeners can project themselves into these characters, and imagine themselves in these situations. The listeners can consider if they might do things the same or differently from how the characters do things. This gives the listeners and readers practice for living. To share testimonials of the use of our products or services invites other possible users to try them.
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Sto
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ance
.
Fore
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2. Story Performance. We analyzed the performance basics. We reflect on how “Newbies” use social media. We identified the importance of testimonials. Next, we will discuss the twelve elements of storytelling.
Workshop Outline. (Onword)
Module. -Taxonomy of Storytelling 1. Story Content. 2. Story Performance and my brand. 3. The Twelve Elements of a Story. 4. Turning Points and Positioning. 5. After Telling a Story, before making a sale.
ww.cristoleon.com [email protected]
Workshop Outline. (Onword)
Module. -Taxonomy of Storytelling 1. Story Content. 2. Story Performance and my brand. 3. The Twelve Elements of a Story. 4. Turning Points and Positioning. 5. After Telling a Story, before making a sale.
ww.cristoleon.com [email protected]
The
Tw
elv
e E
lem
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f a
Sto
ry.
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1. The twelve elements of storytelling 2. The twelve elements of telling stories with
social media. (Campaigns)
The
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Sto
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1. The title of the story. 2. Characters mindset (their histories, thoughts, decisions, abilities to
follow-through on decisions, actions, etc). 3. Characters' ways of speaking. 4. Characters' ways of moving. 5. Place. 6. Time (continuous, or jumps, flashbacks?). 7. The storyline (also known as, plot) -- in one sentence. 8. Objects in the story.
The Elements of Storytelling:
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The
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9. Sensory Elements in the story: Smells, Flavours, Colours, Textures, etc.
10. Emotions in the story (for the characters, the teller, and the listeners). 11. If the story is being told by a character in the story: Who is the
Narrator, and what is his/her Point of View, Tone of Voice, Attitude, and Style?
12. Point (theme, meaning, moral, message). Elements 1-11 combined produce element 12.
The Elements of Storytelling:
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The
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1. The title of the campaign. 2. Business mindset (our history, vision, mission, values, etc). 3. Ways of speaking. (how are we going to engage our costumers) 4. Ways of moving. (how are we going to deliver our products) 5. Place. (is there an important location to promote?) 6. Time (continuous, monthly, daily?). 7. The storyline (also known as, the elevator speech) -- in few sentences. 8. Objects in the campaign. (Benefits, prizes, added value)
The Elements of telling stories with social media:
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The
Tw
elv
e E
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f a
Sto
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9. Sensory Elements in the story: Smells, Flavours, Colours, Textures, etc.
10. Emotions in the campaign (for the sales team, the teller, and the listeners).
11. If the story is being told by a character/real person of the company: Who is the Narrator, and what is his/her Point of View, Tone of Voice, Attitude, and Style?
12. Point (theme, meaning, moral, message). Elements 1-11 combined produce element 12.
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The Elements of telling stories with social media:
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rd.
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3. The twelve elements of a story. We identified the twelve elements of storytelling We analyzed the twelve elements of telling stories with social
media. Next, we will discuss the turning points and positioning.
Workshop Outline. (Onword)
Module. -Taxonomy of Storytelling 1. Story Content. 2. Story Performance and my brand. 3. The Twelve Elements of a Story. 4. Turning Points and Positioning. 5. After Telling a Story, before making a sale.
ww.cristoleon.com [email protected]
Workshop Outline. (Onword)
Module. -Taxonomy of Storytelling 1. Story Content. 2. Story Performance and my brand. 3. The Twelve Elements of a Story. 4. Turning Points and Positioning. 5. After Telling a Story, before making a sale.
ww.cristoleon.com [email protected]
Turn
ing
Po
ints
. Anagnorisis:
From the Ancient Greek: (ἀναγνώρισις) is a moment in a play or other work when a character makes a Critical Discovery, commonly know as Turning Points are also known as Moments of Decision, Moments of Truth, Pivotal Points, Crucial Scenes, Key Scenes, and Dramatic Moments.
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Fore
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rd.
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4. Turning points. We identified Anagnorisis Next, we will review tips to use after telling a story.
Workshop Outline. (Onword)
Module. -Taxonomy of Storytelling 1. Story Content. 2. Story Performance and my brand. 3. The Twelve Elements of a Story. 4. Turning Points and Positioning. 5. After Telling a Story, before making a sale.
ww.cristoleon.com [email protected]
Workshop Outline. (Onword)
Module. -Taxonomy of Storytelling 1. Story Content. 2. Story Performance and my brand. 3. The Twelve Elements of a Story. 4. Turning Points and Positioning. 5. After Telling a Story, before making a sale.
ww.cristoleon.com [email protected]
ww.cristoleon.com [email protected]
1. Open questions for internal stakeholders. 2. Tips.
Aft
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a St
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Aft
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Open questions for internal stakeholders:
• What do you remember about the story? • What did you think about the story? • How did you feel about the story? • What did you like about the story? • Might you have a favorite scene in the story? • How do you feel about the ways the characters behaved?
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Aft
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Telli
ng
a St
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• Do you feel the story shows any positive behaviors? (that we should seek to imitate). • Do you feel the story shows any negative behaviors? (that we should seek to avoid). • Might there be something about the story that you might like to change? • What messages, morals, and meanings do you get from the story? • Is this story going to help us to increase the sales?
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Open questions for internal stakeholders:
Tip
s fo
r go
od
Sto
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Throw oneself into telling the story. Believe in the value of the story, and be enthusiastic about sharing it with listeners. Commit oneself to the story, trust it, get into it, and tell it whole-heartedly. It should be an “Every body’s in” adventure. Use voice modulation. Give variations in tone-of-voice, attitude, and emotion; speed, pitch, and rhythm. Give contrast -- even opposites -- between the various voices (slow and fast, continuously and with pauses, soft and loud, low and high pitch, meek and proud emotions, etc). Find your voice.
Tips to share the story:
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Tip
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od
Sto
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Expression. Use facial expressions, gestures, body language (posture and movement). Visualization. Visualize the elements of each scene and describe these elements to listeners. (Your family may have a great idea to share with you) Act. Act-out (step-into, role-play) characters: speak their words and physically become these characters. (The purple cow)
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Tips to share the story:
Tip
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Contact. Make eye-contact with individual listeners -- both as narrator, and when role-playing a character. Try looking at a single listener while speaking a complete thought. Dialog. Develop repeated conversational exchanges between your business and its customers.
Tips:
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Tip
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od
Sto
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Music. If you have the budget the music is on of the must important factors in positioning your idea in to your customers mind. Use a different one for every campaign. There is nothing wrong with NOT using music as long as is a conscious decision or part of the message.
Tips:
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Fore
wo
rd.
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4. Tips for good storytelling. We identified Key questions for our stakeholders We observed general tips. Next, we will close this course.
Foreword
Module. -Taxonomy of Storytelling You learn the importance of Story Content. You acknowledge the Story Performance and Branding
techniques. We reviewed “The Twelve Elements of a Story”. You know what a Turning Point is You received tips to apply after Telling a Story.
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Materials: • These presentation is at www.slideshare.com/cristoleon • To download this presentation use this link • You can contact Cristo at [email protected] • Feel free to use the Hashtag #smwonceuponatweet • For the full list of the Super Bowl 43 commercials of 2013 use this link.
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CRISTO LEON Resume
Creating Innovative
Connections
Education
Dedicated to Social Media, focused on executive education excellence. Consultant and Facilitator of Social Media. Today is dedicated to implement: Narrativity and Ludotechniques.
BA Theater and Cultural Promotion. University of Veracruz ´99. Master of Business Administration (MBA). ITESM-Studying.
Trainer Experience
Social Media Optimization (SMO): Visibility and Positioning. SM Marketing. Human Resources 2.0 SM Effective Use. Tourism and Communication 2.0 SM Effective Campaigns.
Work Experience
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Social Media Consultant. Cristo Leon.
Social Media Trainer. ITESM.
Outreach Coordinator. ITESM, CCV, Sede Xalapa.
Resident Director. International Studies Abroad.