stories that build movements
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 webinarTRANSCRIPT
Part One: Meet Social Media
Engage:SD Sponsor
Part One: Meet Social Media
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Part Six: Stories that Build Movements…
Part Six: Stories that Build Movements
Our Story
Part Six: Stories that Build Movements
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/
Part Six: Stories that Build Movements
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
Part Six: Stories that Build Movements
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
Part Six: Stories that Build Movements
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
Part Six: Stories that Build Movements
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
Part Six: Stories that Build Movements
How to Tell a Sticky Story
• SimpleS
• UnexpectedU
• ConcreteC
• CredibleC
• EmotionalE
• StoriesS
Part Six: Stories that Build Movements
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
Part Six: Stories that Build Movements
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
Part Six: Stories that Build Movements
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
Part Six: Stories that Build Movements
CREDIBLE
PHD’s and Celebrities may help…but these might be more realistic:
> personal experience> vivid details> statistical evidence> the Sinatra test> testable credential
Part Six: Stories that Build Movements
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
Part Six: Stories that Build Movements
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
Part Six: Stories that Build Movements
STORIES
Three “story plots” to motivate and inspire:
> Challenge Plot> Connection Plot> Creativity Plot
Photo by noodleator, Flickr
Part Six: Examples of Stories that Build
Movements…
Part Six: Stories that Build Movements
Ford Explorer “Reveal” Campaign
photo by Ford Motor Company, Flickr
Part Six: Stories that Build Movements
8 City Unveiling
photo by Ford Motor Company, Flickr
Part Six: Stories that Build Movements
A Sense of Anticipation
Photo: Ford Explorer Facebook page
2011 Ford Explorer—Coming Soon!
Part Six: Stories that Build Movements
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
Part Six: Stories that Build Movements
Let’s Weigh In
Let’s Weigh In Video by Ford Motor Company
Part Six: Stories that Build Movements
Make it About People
2011 Ford Explorer Engineers by Ford Motor Company
Part Six: Stories that Build Movements
Make it About People
2011 Ford Explorer Reveal by Ford Motor Company
Part Six: Stories that Build Movements
Does this emotional connection matter?
2011 Ford Explorer Engineers by Ford Motor Company
1.5
x
Facebook increases “conversion” by 1.5
times
Part Six: Stories that Build Movements
West Central Initiative Foundation
Creating A Better Tomorrow website
Part Six: Stories that Build Movements
A Playground Built in a Day
A Playground Build in a Day, Home Depot, YouTube
Part Six: Stories that Build Movements
Know a California Farmer
Know a California Farmer website
Part Six: Stories that Build Movements
An Interview with……
Hugh WeberStorylines
We haven’t forgotten about movements…
Part Six: Stories that Build Movements
Tribes: We need you to lead us
Seth Godin
Part Six: Stories that Build Movements
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
Part Six: Stories that Build Movements
Brains on Fire
Brains on Fire website
Part Six: Stories that Build Movements
Lesson: Find the Passion Conversation
photo by friendtoall78, flickr
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/
Part One: Meet Social Media
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