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Fascinate Your Audience withDigital Storytelling

@DonnaPapacosta

Have you heard this story?

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Why do we remember it?

• It’s simple • It’s unexpected• It’s credible• It taps into our

emotions• It’s a story

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“Storytelling is fundamental to the human search for meaning.”

– Mary Catherine Bateson, American writer and cultural anthropologist

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Stories and the brain

Research by psychologist Dr. Norman Holland says:

• Brain chemicals change when we are influenced by compelling narrative

• Neurological evidence says brains organize experience in narrative sequence

• We respond emotionally and intellectually to narrative vs. statements of fact

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Left brain

• Logical• Rational• Analytical• Objective• Looks at parts

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Right brain

• Random• Intuitive• Holistic• Synthesizing• Subjective• Looks at wholes

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Right brain

• Interacts with the limbic or emotional brain

• Where “aha” moments and gut reactions happen

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“Let me tell you a story”

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Blah, blah, blah• Type too small to read, too small to read, too small to read, too small to read, too small to read, too small to read,• Information that’s not interesting, too small to read, too small to read, too small to read, too small to read• Too much on the slide• Boring , too small to read, too small to read, too small to read, too small to read, too small to read, too small to read• Boring • Boring• Can I fit more on this slide?• Type too small to read• Information that’s not interesting, too small to read, too small to read, too small to read, too small to read, too small to read• Too much on the slide• Boring• Boring • Boring• Can I fit more on this slide?• Information that’s not interesting• Too much on the slide• Boring• Boring • Boring• Can I fit more on this slide?• Maybe I can read it for them too

Digital storytelling

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Believability crisis

“Affinity has become the new secret weapon — we believe in people and companies that we like.”

“To be believable, we must be simple, human, honest and emotional.”

– Ogilvy SVP of Global Strategy & Marketing

Rohit Bhargava

Difference between example and story?

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Difference between example and story?

EMOTION

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Why stories in business?

• We are drowning in information but crave meaning

• Stories cut through the noise• Stories feel real, compared to abstract

concepts• Stories capture people on an emotional level• People forget facts but remember stories

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Guy Kawasaki in Enchantment

“People don’t want more information. They are up to their eyeballs in information. They want faith. Faith in you, your goals, your success, in the story you tell.”

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Annette Simmons in The Story Factor

“Whoever tells the best story wins.”

“Scratch the surface in a typical boardroom and we’re all just cavemen with briefcases, hungry for a wise person to tell us stories.”

– Alan Kay, American computer scientist

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Your brand is a good story, well told.

In PR, need to rise above the noise.That’s the new normal.

PR is a form of classic storytelling

Take your audience on a hero’s journey through trials and tribulations.

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Why tell a story?

• Case study that spurs sales• News release that gets wide pickup• Blog post that attracts comments and links• Video that wins views; maybe goes viral• Podcast that grabs audience share• Internal news that employees ACT on• Presentation that inspires and motivates

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Story vs. non-story

Jim Balsillie of RIM on an analyst conference call: “We have just really an outstanding set of new product introductions which is cutting over new architectures.

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Story vs. non-story

Jim Balsillie of RIM on an analyst conference call: “We have just really an outstanding set of new product introduction which is cutting over new architectures. And the capabilities of these, we haven’t talked about, but it’s a major, major set up. So we’re cutting over…

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Story vs. non-story

Jim Balsillie of RIM on an analyst conference call: “We have just really an outstanding set of new product introduction which is cutting over new architectures. And the capabilities of these, we haven’t talked about, but it’s a major, major set up. So we’re cutting over…So we’re cutting over to the new platform.. And it’s a heavy cutting over time.”

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WHAT???

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Domino’s Pizza Turnaround

Storytelling tips for PR

• Be conversational, not stiff and boring• Create drama by showing contrast between

old and new (what was vs. what is)• Use anecdotes, emotion

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Don’t do this

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TSA video #FAIL

• Weird gestures• No visuals!• No narrative or story• Stilted language

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Six deadly sins of stories

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• No conflict; nothing happens• Telling, not showing• Use of jargon• No real people• Fake• Choosing wrong medium

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Not just about you; LISTEN to be a good storyteller

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PSA storytelling

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“Brand journalism” at Boeing

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Keys to story success

• Lead from the heart• “What’s in it for them”• Add element of suspense and surprise

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Practical storytelling considerations

• Powerful headline• Brief as possible• Solves problem, adds value• Entertains or enlightens• If text: easy on the eyes

What about technical stories?

• Keep story simple• What’s in it for them?• Write/speak visually• Always be human

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They sell solder paste!

• “Obsessed with Solder Paste”• Increased leads six-fold • 73 blogs by 17 authors, mostly engineers• Relevant storytelling

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Real people in the stories

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Where to find stories

• Conversations with customers, employees about your products or services

• How did your organization overcome something?

Stories from leaders

• Humility is essential for credibility• Emotion pulls people in• Admit the negative and how you overcame it• No jargon or B.S. please• Above all, be authentic• People learn more from your mistakes than your

successes

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Stories from leaders

• Perfect human beings are not interesting• Imperfections are

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Underdog stories

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Robin Li

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Oprah Winfrey

Digital storytelling

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In person, text, audio or video?

• Face-to-face great – when possible• Audio is intimate • Video is illustrative• Text is faster to consume than audio or

video and simpler to produce

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Audio: Theatre of the mind

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Audio: Theatre of the mind

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Audio tips

• Be sure there’s a story• Use proper gear to get good

sound• Edit out unneeded bits• Put your file in an

accessible format

For audio and video productions

• Pick the right storyteller• Choose the most appropriate medium• Keep it short• Use visuals if they help tell the story• Sound is important in video!• No more shaky videos; use a tripod

No need to break the budget

• Try screencasts with narration• Remember audio costs less than video• Use a smartphone or low-cost camera

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Clare Muireann Murphy

Action steps

• When is your next storytelling opportunity?• Look for stories everywhere!• How do you want people to feel?• Can you think of ways to add emotion to examples?

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Recommended reading

• Tell to Win: Connect, Persuade and Triumph with the Hidden Power of Story, by Peter Guber

• The Story Factor: Inspiration, Influence, and Persuasion Through the Art of Storytelling, by Annette Simmons

• The Leader's Guide to Storytelling: Mastering the Art and Discipline of Business Narrative, by Stephen Denning

• Made to Stick, by Chip and Dan Heath

Please keep in touch

DONNA PAPACOSTAEmail: donna@trafcom.com

Phone: 905.844.7645Web: trafcom.com

Twitter: @donnapapacosta