Data storytelling sxsw panel submission

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  1. 1. Data Storytelling From Headline to Climax: Creating an Evocative Data Story
  2. 2. The Brains Behind the Panel KerryEdelstein Presidentand Founder,Research Narra3ve Professionaldata storyteller Researchgeekwith storytellerclients OversubscribedV2V mentor Sporadicallyfunny SeanMonahan GMandCrea3ve Director,Westside CorporateCrea3vity Professionalperformer andleadership/ communica3oncoach Adver3singprofessional turnedimprovar3st Businessowner Funnyoncommand SessionOverview ElisaCamahortPage Co-founderand researchleadat BlogHer(nowpartof SheKnowsMedia) FoundingFellowofthe SocietyforNew Communica3ons Research RealityTVTalentShow ArmchairCri3c AnonMaleEditor Buildsnewsappand mul3mediacontent usingdataintegra3on Leadsteamofdata engineersanddesigners whodevelopinterac3ve storytellingforamajor na3onalmediaoutlet Iden3tytoberevealed uponocialHQapproval ofpar3cipa3on
  3. 3. Why this Panel? SessionOverview Consider this post today at, entitled, How Analytics and Data Can Undermine Leaders: Creating narratives from data is a necessary management and content creation skill and one in which most media and interactive employees arent adequately trained.
  4. 4. Key Skills This Panel Will Cover SessionOverview Finding the important story and getting to the point, the ultimate crux of what you need to convey Effectively using data to tell compelling business and content narratives whether youre a an analyst or not Adapting a data story to different stakeholders and audiences Using data to take audiences, colleagues, and customers on an emotional journey that inspires action and impact
  5. 5. Data storytelling is a three step process. 1. Find the story designing, searching, and analyzing 2. Tell the story developing and communicating a narrative, rational proof, relevant insights, and emotional messages 3. Manage the story communicating effectively and adapting your style as necessary Our Philosophy: What Makes for a Compelling Data Story? SessionOverview
  6. 6. Finding a Data Story Often Means Looking in the Weeds. Step1:FindingtheStory
  7. 7. And Then Getting Out of the Weeds and Getting to the Point Step1:FindingtheStory Cringeworthy, yes. But this NY Times headline is to the point, and hits home.
  8. 8. Can You Tell Your Story in Six Words? Step1:FindingtheStory
  9. 9. In Finding Your Data Story, Ask Yourself: Step1:FindingtheStory How does this matter to our business? Why will my audience care?
  10. 10. Youve Found the Story. Telling it Begins with Thinking Like a Storyteller. Whos your audience? What is your main theme? How can your story create tension and then lead to payoff? What are the stakes? How have you paced your story? How are you moving your story forward? What feeling are you creating? What are your emotional hooks? How are you visually engaging audiences? What is your end destination? Tip: Storyboard your own report by starting with an outline Step2:TellingtheStory
  11. 11. As a Data Storyteller, Emotion is Your Ally Emotion Drives engagement Creates memory Humanizes the storyteller Your toolkit Emotional hook Universal truth Tension points Payoff Step2:TellingtheStory
  12. 12. Data Visualization: Its More Than Dashboards and Interactive Charts .like John Oliver. Step2:TellingtheStory We can learn from unconventional data storytellers
  13. 13. What is your personality as a data storyteller? Whatever it is: own it. Humor Uniqueness Action/Energy Shock value Intellect Trust Charisma Passion We All Have a Voice, But What is It? Step2:TellingtheStory Funny Andalsothough/ul
  14. 14. The story fat we mean. Because cookies are delicious. Every Story Needs a Final Edit: Learn to Cut the Fat Youcanhavetherestofthiscookie. Step2:TellingtheStory
  15. 15. You can read 12 pt font from the back of the room, right? And Remember: The Way You Tell the Story Should Align with Where Youre Telling it We once attended a presentation in which the lead presenter put three paragraphs up on a slide and then proceeded to present to a room full of executives. While we appreciate story exposition, a live presentation is not the venue for expansive visual prose. Youre talking to a room, not writing an academic journal. And the audience probably came to hear what you have to say. If theyre reading, theyre neither listening nor paying attention. Once upon a time an analyst spent 25 minutes explaining methodology and then ran out of time. I wonder what he learned.Step2:TellingtheStory
  16. 16. But Wait, Youre Not Done! Now Its Time to Manage the Story. The story doesnt end when you deliver it. How are others reacting to your story? How are you reacting to their reaction? What are the dynamics in the room? (On the email chain.or the comments section) How are you managing them? Step3:ManagingtheStory
  17. 17. Managing the Story Isnt Always Easy Sound familiar? The story is Your babys ugly Youre not a trusted source (Why believe you)? You (or someone like you) said the wrong thing with this audience in the past Your audience has something to lose if youre right What youre saying costs a lot of money How can we manage our own reaction, to that reaction? How can we soften reactions such as defensiveness, anger, distrust? Step3:ManagingtheStory
  18. 18. Five Concepts for Managing Your Delivery of a Data Narrative 1. Be effective, not right (Have a point of view, not an agenda) 2. Validate - dont attack - your audience 3. Be empathetic: Where are you coming from? 4. Frame with a positive before introducing a negative 5. Manage your own response (If someone questions your narrative, do YOU get defensive?) Step3:ManagingtheStory
  19. 19. Learn these insights and more. from 4 different points of view Data Storytelling From Headline to Climax: Creating an Evocative Data Story Our Panel Proposal for SXSW 2016
  20. 20. THANK