Design Patterns in Social Media: The Hero's Journey will be Twitter-ed

Ed Schipul [email_address] www.schipul.com // w ww.brandtobedet ermined.com http://flickr.com/photos/mossling/2772640278/ Design Patterns of Social Media Through Story The Hero’s Journey will be Twitter-ed The Hero’s Journey will be Twitter-ed

http://www.youtube.com/watch?v=sMel13nY0PE How would this Story be different?

Anthropology of Cell Phones http://pogue.blogs.nytimes.com/2007/03/28/the-anthropology-of-cellphones/

Let’s talk about... ,[object Object],[object Object],[object Object],Growing your Brand through online Story http://flickr.com/photos/trojanguy/2615818781/

Classic Storytelling The Power of the Narrative

Once upon a time... http://flickr.com/photos/e_phots/2646616379/

...we told each other our stories...

Modern Storytelling Narrating through Technology

http://www.flickr.com/photos/jfchenier/76721307/ Once upon this time...

...we still tell each other our stories...

So my point is... 1. Message 4. Plot 2. Conflict 3. Characters 4 Elements of Storytelling

Life is a story on the Internet -- ijustine lifestreams www.justin.tv/ijustine

[object Object],[object Object],[object Object],[object Object],1. The Message What’s old is new: The 4 Elements of a Modern Story

What are your Vision, Mission and Values? ,[object Object],[object Object],[object Object],1. The Message You can’t write about what you don’t know

Promoting your message in all that you do ,[object Object],[object Object],[object Object],[object Object],1. The Message http://nikeplus.nike.com www.twiike.com

Keep it simple - try a 6 word story 1. The Message Ernest Hemingway’s best work? ‘ For sale: Baby shoes, never worn’ http://www.flickr.com/groups/sixwordstory/

[object Object],[object Object],[object Object],[object Object],2. The Conflict What’s old is new: The 4 Elements of a Modern Story http://flickr.com/photos/slipstreamblue/2617035636/

Identifying your conflict ,[object Object],[object Object],[object Object],[object Object],[object Object],2. The Conflict

Whole Foods fights bio-engineering and trade practices http://blog.wholefoodsmarket.com

Starbucks lets patrons discover and solve conflict www.mystarbucksidea.com

[object Object],[object Object],[object Object],3. The Characters What’s old is new: The 4 Elements of a Modern Story

http://www.youtube.com/watch?v=1EbCyibkNB0 Mac vs. PC 3. The Characters

The Apple story’s Characters Benefactor Beneficiary Hero Adversary Goal Support 3. The Characters (out-of-the-box geeks) (in-the-box products) (everlasting love)

Persona Development: Who the heck is my audience?

1. Identify 3-7 ‘actual’ people (invisible friends) ,[object Object],[object Object],[object Object],[object Object],Persona Development

Your Brand’s Persona #1 Persona Development Ashley Age: 21 Education: College Senior Work: PT barista Income: $9/hour Family: Dating / No kids Hobbies: Blogger / Soccer Platform: PC laptop Magazines: Vanity Fair

Your Brand’s Persona #2 Persona Development Marshall Age: 30 Education: BA Marketing Work: Print designer Income: $53,000/year Family: Engaged, no kids Hobbies: Flag football Platform: Macbook Pro Magazines: Wired

Your Brand’s Persona #3 Persona Development Laura Age: 42 Education: MBA Work: Retail boutique owner Income: $75,000 Family: Married, 2 kids Hobbies: Yoga / Photography Platform: Macbook Magazines: Real Simple

2. How / when will you speak to these Personas? Persona Development

3. Weave your audience into your Story Persona Development www.intensedebate.com www.polldaddy.com www.polleverywhere.com www.chipin.com

4. Master the art of Listening and Responding Persona Development www.google.com/analytics www.feedburner.com www.icerocket.com

Such a Character Oh, the people you’ll meet...

What kind of hero are you? The Joker The Creator The Adventurer The Brave Hero The Wise Hero The Everyday Hero

What kind of hero are you? The Magician The Innocent The Caregiver The Ruler The Rebel The Lover

What’s your Motivation? The driving forces behind your Characters

A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/

3 Motivations http://www.schipul.com/en/art/?562 Material Social Ideological 1. Cash 2. Discounts 3. Volunteers get free admission 4. Linkbacks to your site 5. Promotion* 1. Networking 2. Socialization 3. Identity 4. Certification / validation 5. Professional / Development 6. Sex 7. Relationships 8. Organized Religion 9. Status 10. Esteem 11. Some politics 12. Achievement 13. Self-esteem* 14. Promotion 1. Belief in a cause 2. Long-term political goal 3. Religious / spiritual 4. Self-actualization 5. Art

1. Material Incentives ,[object Object],[object Object],[object Object],[object Object]

2. Social Incentives ,[object Object],[object Object],[object Object],Photo credit: http://www.flickr.com/photos/barackobamadotcom/2214065098/

3. Ideological ,[object Object],[object Object],[object Object],Photo credit: http://www.cathedralgrove.se Julia Butterfly

[object Object],[object Object],[object Object],[object Object],4. The Plot What’s old is new: The 4 Elements of a Modern Story http://flickr.com/photos/alimander/2832880196/

Plot your Plot 4. The Plot Establish Interact / Connect / Play Deal with it Almost there... Onward and upward

Strong beginnings matter... 4. The Plot ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Perception is reality - so, what story is out there? 4. The Plot www.brandtags.net www.lovemarks.com

www.google.com/alerts Email updates for your company name and keywords www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names Due diligence on your Story 4. The Plot

Advancing the Plot through Video 4. The Plot www.arttheheartofhouston.com www.haablog.com

For your plot: buy a Flip camera (seriously) 4. The Plot http://www.theflip.com /

Your Character in 140 Characters www.twitter.com

12 people you’ll meet on Twitter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tweeting your Story http://xidey.wordpress.com/2008/07/14/the-twelve-people-you-meet-on-twitter/

Characters that matter on Twitter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tweeting your Story

Twitter Storytelling tips and tricks ,[object Object],[object Object],[object Object],[object Object],[object Object],Tweeting your Story

Follow your Story’s Buzz www.tweetscan.com www.summize.com www.twitscoop.com Tweeting your Story

Do more with less with Twitter Tweeting your Story

Let’s review... ,[object Object],[object Object],[object Object],Tell your Story, be a Hero http://flickr.com/photos/sandrino/248016804/

Thanks for being here! ,[object Object],[object Object],http://www.flickr.com/photos/deneyterrio/2095590563/

Design Patterns in Social Media: The Hero's Journey will be Twitter-ed

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Design Patterns in Social Media: The Hero's Journey will be Twitter-ed