storytelling for social banks

STORYTELLING FOR SOCIAL BANKSSTORYTELLING FOR SOCIAL BANKSMarketing Experts Seminar 2011isb - institute for social banking

Dorothea MartinTransmedia Concepts + Storytelling

Why stories?

“When it comes to communicating an important message, people really don’t care about the facts. They care about the things that touch, move and inspire them. Facts just can’t do that. […]

Stories work where facts don’t because humans don’t always make rational decisions. We generally make decisions based on emotion, and then look for the

Emotions

decisions based on emotion, and then look for the facts that support those decisions.”http://www.themoleskin.com/2010/03/the-art-of-business-storytelling/

Watch: Simon Sineks’ TED-talk “How Great Leaders Inspire Action” http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

Or read his book: Start with why. How great leaders inspire everyone to take action. New York u.a. 2009.

Dorothea Martin - Storytelling Social Banking

Why stories?

http://jeffhurtblog.com/2011/05/03/storytelling-isnt-just-for-campfires-infographic/Dorothea Martin - Storytelling Social Banking

The basic story model

http://www.themoleskin.com/2010/03/storytelling-in-business-elements-of-story-structure/Dorothea Martin - Storytelling Social Banking

Telling a story

BeginningMiddleEnd

Interestingcharacters foridentification

Let somethinghappen!


happen!

Character needschallenges todevelop

CausalityChekhov‘sgun

ExtremesEventsEmotionsExperiences

Keep your storytelling focused, simple, and clear

(Denning, p. 29)

Model

The Hero‘s Journey is onemodel for crafting stories:

Hero needs a clear mission, has to face real problemsand hurdles, there has to be

Nancy Duarte: resonate. Present Visual Stories that Transform Audiences. Hoboken, 2010. p.33

and hurdles, there has to bea central conflict(antagonist!), a turningpoint, and the return of an hero, altered by his journey.


Model

Hero‘s Journey in 5 steps:

1. Call to adventure2. Departure towards the

unknown

Karolina Frenzel, Michael Müller, Hermann Sottong: Storytelling. Das Praxisbuch. München/Wien, 2006. p.122Pic: http://en.wikipedia.org/wiki/File:Heroesjourney.svg

unknown3. Way of inquiries4. Treasure5. Return home


Where to find stories?

Talk to your co-workers:what are theirstories?

Talk to yourclients!Portray them and


Portray them andtheir projects

Ask the right questions:

Extremes (best and worst moments), Events (concrete), Emotions (feelingscaused by events), Experiences (personal, valuable)

Raf Stevens: No story, no fans. p.129f.

Return

Finding our story

MissionSolution/Decision

Mentor

HelpersCrisis


AntagonistChallenges

Decision

Hero

Story of Social Banking

BIRTH of our HERO:

We were all customers in the beginning. We didn’t want to become bankers, but there were people who had money and

HERO:Hard-working, idealistic economist,Caring, connects easily,

DECISION:Where do you invest?What has the biggest

impact?

CRISIS:

MISSION:Change the world by serving real economy activities that have positive social, cultural, and ecological impact


who had money and those who needed it.

Caring, connects easily, pioneer, fair, honest, critical(stubborn, balancing between modesty and full-of-him/herselfness)

CRISIS:Do we still do the right

thing?Am I still true to myself?

Money ��-> impact?

ANTAGONIST:

Greed

THREATS:Losing valuesLow budget/incomeNew regulationsGiving upGrowth as goalToo much involvement

CHALLENGES:Keeping the balance between being dogmatic and losing valuesBeing efficient

Story of Social Banking

5. People fight: somoneleaves the small tree group

6. Big tree: shadows all theothers – „you could be like me!“

7. Inner conflict: our tree

8. Big tree: got too big – loses all apples, tumbling trees, leaves turn brown


1. People in a forest. They can‘treach the apples of the big trees.

2. People plant a seed.

3. People water it, itgrows, is happy, and hassmall, tasty apples.

4. Big trees are fertilized

leaves the small tree group9. People panik, painting leaves green

10. Our tree helps people and the big tree

11. Our tree grows: more sun + more people

12. Forest more colourful. Pears, peaches, More trees like our tree, big tree: no more fertilizer

STORIES IN SOCIAL MEDIA

The content everybody is talking about…


Social MediaToo much,

short lifespan

Focus andconcentrate

Dorothea Martin - Storytelling Social Banking http://blog.skloog.com/history-social-media-history-social-media-bookmarking/

Which Platforms?

http://www.beeze.de/2011/googlevs-facebook-picdump-509


Social Media Types

Creators 10%

Critics 10%

Collectors 15%

Audience

Collectors 15%

Joiners

Spectators

Inactives

Quelle: http://www.webosoph.de/2010/09/10/wer-bloggt-ist-nicht-unbedingt-in-online-social-

networks-aktiv-%E2%80%93-serie-soziologie-und-typologien-der-web-2-0-nutzer-teil-3-von-7/Dorothea Martin - Storytelling Social Banking

Strategy

Find your most

Golden Rule:

Listen first!

Strategy &guidelines

next


Blog–Facebook–

Twitter – YouTube -

Google+

Hub –Community–Multipliers

–Multimedia-“Social Media

Experts”

most important platforms!

next

=

Strategy

Build

YouAre

Experts

Become


Relevant informationfor you and your clients

YouCurateAnd

spread

Buildtrust

BecomeAuthorities

Tools – Finding Content


TWITTER SEARCH

http://mashable.co

m/2010/12/12/twitt

er-advanced-search-

video/

Google Alerts to relevant keywords helpyou find interesting links, blog posts, pictures and more.Advanced Twitter search gets resultsaround you, by certain people, with specialattitude, …

Organising Content

Filter information with

RSS-Feeds, Email-Subscriptions,…

Using iGoogle, Google-Reader, Feedly, …


Organising Content


Social Bookmarking

Delicious.comStumbleUponRedditMister Wong, …

Organising Social Media


So called „Social Media dashboards“ like Hootsuite (in-browser and app) or TweetDeck(desktop & app) help to organiseaccounts on Twitter, Facebook, Foursquare,… Schedule yourupdates, create lists, husehashtags, …

Tools - Curation

Pearltrees

Very visual way to Very visual way to bookmark and give meanings to links you found on the internet.

Curation tool that lets you work in teams.http://pearltrees.com

http://www.tgdaily.com/software-features/55373-6-reasons-to-use-pearltrees


Tools - Curation

PaperLi

Automatically creating a Automatically creating a daily/weekly/monthly online-newspaper out of interesting links (filtered by hashtags, twitter-lists, …) by you or by certain twitter-users and other networks.

http://paper.li


Tools - Curation

ScoopIt

Create kind of a wallpaper consisting of wallpaper consisting of relevant content around your topic. You curate and comment links you found. More content-centric than Pearltrees.

Others can subscribe to it. Recommendation.

http://scoopit.com


Tools - Curation

Storify

Pull together content from social networks to create a cohesive story with tweets, posts, with tweets, posts, photos and videos that maintain their original functionality.

Strong recommendation: you can build a story like that!

http://storify.com


STORIES IN TRANSMEDIA

Creating a sustainable (story-) world


Transmedia storytelling is storytelling across multiple forms of media with each element making distinctive

Transmedia

forms of media with each element making distinctive contributions to a fan's understanding of the story world. By using different media formats, transmedia creates "entrypoints" through which consumers can become immersed in a story world”.

Henry Jenkins, Convergence Culture: Where Old And New Media Collide?


Transmedia


Story is more than social media

Try to tell the right part of your story on every platform:who uses the platform/medium, what‘s the tonality?

Maybe crossmedia (same story/content on every platform) is easierto realise – but always adapt the tonalityto realise – but always adapt the tonality

People are on social networks to get to know each other. It‘s abouthumans and they want to connect. Combine your activities with events!

Show your face, be authentic, and be real.


Books & Blogs

• Campbell, Joseph: The Hero with a Thousand Faces. New York, 1949.

• Denning, Stephen: The Leader’s Guide to Storytelling. Mastering the Art and Discipline of Business Narrative. San Francisco: Wiley, 2005.

• Duarte, Nancy: Resonate. Present Visual Stories That Transform Audiences. Hoboken: Wiley, 2010.

• Field, Syd: Screenplay. The Foundations of Screenwriting. A Step by Step Guide from Concept to finished Script. New York, 1979.

• Mark, Margaret/Pearson, Carol S.: The Hero and the Outlaw. Buidling Extraordinary Brands • Mark, Margaret/Pearson, Carol S.: The Hero and the Outlaw. Buidling Extraordinary Brands Through the Power of Archetypes. New York and others, 2001.

• McKee, Robert: Story. Substance, Structure, Style, and the Principles of Screenwriting. New York: Harper Collins, 1997.

• Sinek, Simon: Start with Why. How Great Leaders Inspire Everyone to Take Action. New York: Penguin, 2009.

• Stevens, Raf: No Story, no Fans. Kindle ebook, 2011. http://www.corporatestoryteller.be/

Ressources & Inspiration

• 3-acts-scheme: http://www.themoleskin.com/2010/03/storytelling-in-business-elements-of-story-structure/

• Kelsey Ruger: http://www.themoleskin.com/

• Visual Storytelling: Steven Johnson – Where Good Ideas Come from (Video) http://www.youtube.com/watch?v=NugRZGDbPFU


Thank you!

Dorothea Martin

Berlin

Transmedia Storytelling and Concepts

imaginary friendshttp://imaginary-friends.de

Das wilde Dutzend

Hagenauerstr. 2

10435 Berlin

lets keep in touch!

Dorothea Martin - Storytelling Social Bankingz

http://imaginary-friends.de

Tel: 0049-172-5704552

Mail: [email protected]

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http://www.slideshare.net/DoroMartin/

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