storytelling for the social media era

Storytelling for the Social Media Era

An Overview of Key Concepts, Strategies, Tactics for Engaging Online Communities

Hong Qu @hquCUNY JCampNov 13, 2012

Tuesday, November 13, 12

http://www.twitter.com/hqu

http://www.twitter.com/hqu

Overview

Introduction: Why are we here?

Who tells a good story?24/7 news cycle in which every millisecond count and every story is fact-checked by the crowd

What is Social Media? How is it different from Mass Media?

How to activate a vibrant community of fans?Community of practice, fandom, social capital, and amplifiers

Best practices for engaging with audience/fans/community


StorytellingStorytelling is the conveying of events in words, images and sounds, often by improvisation or embellishment. Stories or narratives have been shared in every culture as a means of entertainment, education, cultural preservation and to instill moral values. Crucial elements of stories and storytelling include plot, characters and narrative point of view.

https://en.wikipedia.org/wiki/Storytelling




http://tweetwood.com/acarvinTuesday, November 13, 12

http://tweetwood.com/acarvin

http://tweetwood.com/acarvin

https://www.facebook.com/georgehtakeiTuesday, November 13, 12

https://www.facebook.com/georgehtakei

https://www.facebook.com/georgehtakei

http://searchinstagram.com/sandy/

Instagram Tag #Sandy




http://www.amazon.com/The-Rise-Network-Society-Information/dp/1405196866/ref=sr_1_5?ie=UTF8&qid=1352789653&sr=8-5-20Tuesday, November 13, 12

http://www.amazon.com/The-Rise-Network-Society-Information/dp/1405196866/ref=sr_1_5?ie=UTF8&qid=1352789653&sr=8-5&keywords=networked+society&tag=780065172-20


The Network Society

We live in a Network Society

http://www.amazon.com/The-Rise-Network-Society-Information/dp/1405196866/ref=sr_1_5?ie=UTF8&qid=1352789653&sr=8-5-20




The Network Society

We live in a Network Society

http://www.amazon.com/The-Rise-Network-Society-Information/dp/1405196866/ref=sr_1_5?ie=UTF8&qid=1352789653&sr=8-5-20

Wireless connectivity 24/7

Real-time info/communication on demand

Wisdom of the crowd production, filtering, collaboration, and consumption

Dis-intermediation leads to shifts in centers of power in society

Everyone fight to influence the “amplifiers”

Stories are transmitted by word of mouth through social networks

Social graphs propagate in 2 different configurations

Peer to peer

Hub and spoke




Everyone is a Natural Born Storyteller

“...on the internet interpersonal, organizational, and mass communication come together. People become linked to one another and have access to information and communication with one another constantly.”

https://en.wikipedia.org/wiki/Network_society




http://www.amazon.com/Alone-Together-Expect-Technology-Other/dp/0465031463/ref=wl_it_dp_o_pC_nS_nC?ie=UTF8&colid=2N2T7BXZUCO4Q&coliid=I1W78YKQ3F1Y5V&tag=780065172-20Tuesday, November 13, 12

http://www.amazon.com/Alone-Together-Expect-Technology-Other/dp/0465031463/ref=wl_it_dp_o_pC_nS_nC?ie=UTF8&colid=2N2T7BXZUCO4Q&coliid=I1W78YKQ3F1Y5V&tag=780065172-20




News Media vis-à-vis Social Media

"If I had asked people what they wanted, they would have said faster horses."

- Henry Ford

"What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention, and a need to allocate that attention efficiently among the overabundance of information sources that might consume it."

- Herbert Simonhttp://blogs.hbr.org/cs/2011/08/henry_ford_never_said_the_fast.html

https://en.wikipedia.org/wiki/Attention_economyhttp://avc.blogs.com/a_vc/2005/11/the_looming_att.html


http://blogs.hbr.org/cs/2011/08/henry_ford_never_said_the_fast.html

http://blogs.hbr.org/cs/2011/08/henry_ford_never_said_the_fast.html

https://en.wikipedia.org/wiki/Attention_economy

https://en.wikipedia.org/wiki/Attention_economy

http://avc.blogs.com/a_vc/2005/11/the_looming_att.html

http://avc.blogs.com/a_vc/2005/11/the_looming_att.html

What business are we in?


What business are we in?News

Publishing

Media

Entertainment

Content

Information Distribution

Advertising

Subscription

Social Media Optimization

Communication Platforms

Mobile Apps



Publishing

Media

Entertainment

Content


Advertising

Subscription



Mobile Apps

In the Social Media Era, content producers must compete for:



Publishing

Media

Entertainment

Content


Advertising

Subscription



Mobile Apps


Attention!!!



Publishing

Media

Entertainment

Content


Advertising

Subscription



Mobile Apps


Attention!!! To activate a community of fans who

Consumes

Advocates

Co-creates


http://www.amazon.com/Convergence-Culture-Where-Media-Collide/dp/0814742955/ref=sr_1_1?s=books&ie=UTF8&qid=1352791730&sr=1-1Tuesday, November 13, 12

http://www.amazon.com/Convergence-Culture-Where-Media-Collide/dp/0814742955/ref=sr_1_1?s=books&ie=UTF8&qid=1352791730&sr=1-1&keywords=convergence+culture&tag=780065172-20


Fandom

https://en.wikipedia.org/wiki/Fandom

https://www.youtube.com/watch?v=AKu-5NiKvy0

https://www.youtube.com/watch?v=LJ-4B9weldc

https://en.wikipedia.org/wiki/Cognitive_Surplus










Where do memes come from?

https://www.facebook.com/romneybindersfullofwomen

http://knowyourmeme.com/memes/events/binders-full-of-women









http://www.amazon.com/Avery-Durable-Binder-EZ-Turn-17032/dp/B001B0CTMU/ref=cm_rdp_product

Amazon Binder Reviews




http://www.amazon.com/Cognitive-Surplus-Technology-Consumers-Collaborators/dp/B006CDEZNM?tag=780065172-20Tuesday, November 13, 12

http://www.amazon.com/Cognitive-Surplus-Technology-Consumers-Collaborators/dp/B006CDEZNM?tag=780065172-20




Community of Practice

Group of people who share a craft and/or a profession

Through informal connections that participants build in their community of practice, and in the process of sharing their expertise, learning from others, and participating in the group, members are said to be acquiring social capital.

https://en.wikipedia.org/wiki/Community_of_practice


https://en.wikipedia.org/wiki/Social_capital

https://en.wikipedia.org/wiki/Social_capital



Seven principles for cultivating communities of practice

http://hbswk.hbs.edu/archive/2855.html




Seven principles for cultivating communities of practice

Design for evolution.

Open a dialogue between inside and outside perspectives.

Invite different levels of participation.

Develop both public and private community spaces.

Focus on value.

Combine familiarity and excitement.

Create a rhythm for the community.





http://www.amazon.com/Cultivating-Communities-Practice-Etienne-Wenger/dp/1578513308




https://openinno.wordpress.com/tag/engagement/Tuesday, November 13, 12

https://openinno.wordpress.com/tag/engagement/

https://openinno.wordpress.com/tag/engagement/

Amplifiers

“As both social media and traditional media have evolved, a complex, symbiotic relationship of filtering and amplification has developed.”

http://www.livestream.com/knightfoundation/video?clipId=pla_dd03d006-2ac0-4017-b6af-12922ff13075

http://charman-anderson.com/2012/02/22/social-media-one-to-some-communication-that-needs-amplifiers/






Case Study: Social Flow

http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single http://cdn.socialflow.biz/drop/obl-graph-final.pdfTuesday, November 13, 12

http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single

http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single

http://cdn.socialflow.biz/drop/obl-graph-final.pdf

http://cdn.socialflow.biz/drop/obl-graph-final.pdf

Action Plan


Action Plan

StorytellingPackage stories differently for each social network

Headline, thumbnails, descriptions, hashtags

Curiosity gap

Emotional valence

Resonates with your audience

Be a conversation starter

Target your social graph

Test your headlines


Action Plan



Curiosity gap

Emotional valence




Test your headlines

EngagementMeasure distribution analytics

Live-tweet reportage

Reciprocate social capital

Ask for shares and re-shares

Amass subscribes and followers

Segment your audience

Cultivate amplifiers

Update your stories in real time


Action Plan



Curiosity gap

Emotional valence




Test your headlines









CommunityEmail list

Facebook Page

Twitter

Instagram

YouTube

Crowdsource content production

Spotlight contributors

Manufacture memes


Action Plan



Curiosity gap

Emotional valence




Test your headlines









CommunityEmail list

Facebook Page

Twitter

Instagram

YouTube

Crowdsource content production

Spotlight contributors

Manufacture memes

Focus on what’s working and simplify your workflow!


Discussion and Q&A


Discussion and Q&ASocial Media Native Storytelling

The Real Life Social Network

Packaging and propagating through the social graph

Real-time event coverage

Twitter, Instagram, Facebook, Crowdsourcing

Transparency, accuracy, and fact-checking

Community of practice, Social Capital

Consumers, Curators, Fans, Amplifiers

Ladder of Engagement, Incentives, Recognition and Rewards


http://www.slideshare.net/padday/the-real-life-social-network-v2

http://www.slideshare.net/padday/the-real-life-social-network-v2

Fri, Jan 23, 2009 at 7:34 PMHere is a very rough outline of my thoughts on the evolution of information products:

Newspapers and MagazinesEconomics of information goods in physical medium - bundled - broadcast (one to many) - authoritative and reliable

Content on the WebEconomics of information goods in digital medium - unbundling - production cost decreases - reproduction cost becomes zero - distribution cost decreases

BloggersEconomics of information goods in digital medium over the interactive Web - a few consumers become producers - peer review and fact checking (aka open sourcing news and politics) - discussions replace broadcast (few to few, with many still only consuming) - production cost decreases further - distribution cost decreases further

Twitter and emerging servicesEconomics of information goods in digital medium over the social media Internet - many consumers become producers - producers' brand, reputation, authenticity, transparency, and disclosure accumulates over time - distribution cost becomes revenue source for "popular" producers - 2% self-promoting producers; 98% producers who share with small groups of friends - multiple, simultaneous real-time conversations (one to few to many to few... in parallel over small networks) - mobile apps enable real time sharing creating a sense of immediacy

As for monetization, I think mobile apps (preferably social, idealistic, and transparent about their mission) with local ads has the highest potential of making money. Separate, small content producing operations run by individuals will continue to be profitable (adsense and sponsorships) because they command a lot of attention and trust.

My Memo in 2009


https://en.wikipedia.org/wiki/Small-world_network

https://en.wikipedia.org/wiki/Small-world_network

storytelling for the social media era

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