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This was first presented at the United Way Mid-Winter Institute 2013 in Madison.
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How to tell an engaging story
United Way Mid-Winter Institute 2013
Madison, Wis.
#uwmidwinter
Welcome!
• Who is this guy (@ctrappe) ? Where I came from … where I’m heading
ChristophTrappe.comChristophsBlog.com
UWECI.org#uwmidwinter
Rules, rules, rules!
• Got a question? Ask it. That increases your chances of it being answered.
• Share your thoughts, experiences, opinions, etc.
• This session is on the record… you can find the slides here: http://unitedwayofeastcentraliowa.org/marketing/midwinter2013/
#uwmidwinter
Today!Telling stories
Takeaways:• How to identify stories• Identifying the best way(s) to tell them• How to execute efficiently• Identifying channels, measuring results• Tips on making time to respond and talking
with people on all those channels.
#uwmidwinter
Stories
• Who can tell me something that has happened that’s:– Interesting– Worth sharing– Possible: That you shared at breakfast this
morning, dinner last night, mentioned on the phone, calling home?
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Stories
• What made it worth sharing?• How do you know?
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Source: http://www.getpaidtowriteonline.com/brain-writing-infographic/
I have a story …
• Traffic tickets story from Gazette…
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Stories
• Could you picture somebody driving past a church ….
• And praying?• What else?
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Stories
OK…. Are you sold, yet?
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OK… but telling a story isn’t enough!
Take a guess: What’s the average attention span
nowadays?
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Attention spans
Avg: 8 secondsDown 4 seconds from 2000Attention span of a goldfish: 9 seconds
Source: http://www.statisticbrain.com/attention-span-statistics/
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Attention spans
OK… that’s funny, but what does it mean to us:
We need to get to the point!
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Attention spans
Simplify
Then simplify some more
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How to spot/develop a story?
• Pay attention (gym example, outside, etc.)• Write down ideas …• Bring them up to co-workers (at home
maybe?) Is this interesting? What do you think of this?
• Does it fit into our mission? – Why would we share it? How does it fit into our
business goals?
#uwmidwinter
How to spot a story – Hold That Thought!
• Your stories need to fit into your business goals!• What would sharing a story accomplish? – Engaging– Entertaining– Eye opening– Educational!
What are your business goals?
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Examples of business goals
• Be the community connector• Raise funds to improve the community• Connect people to resources
Can you verbalize how this story fits into those (or your) goals?
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Once we have story, let’s share it…
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Identifying the best way(s) to tell them
True/False? Every story fits on every channel!
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Stories
Who has a story that was shared in a print brochure, for example?
Can you share details?
….
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#uwmidwinter
Execute efficiently
• Keep your eyes open• Write down ideas!• Make the time. Find the value!• An easy way: Record things on video/audio – “I’m out. I don’t have the equipment.” Anyone say that?
Let’s look at the equipment you have.• Summaries and pictures• What are you most comfortable with?• Share stories on channels. Don’t have a “scoop
attitude.”#uwmidwinter
Stories – What to do
• Share authentic stories (Doesn’t mean to share everything!)
• Involve real people– Clip art/models >>>> Authentic/Real people– Explain why this is important. One (off-camera) comment
from a client shown in video: “I hope this will help donations.”
• Explain it simply.– 21st century skills >>> Skills you need in tomorrow’s jobs, for
example• Be specific!
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Stories – What not to do
• Use big words• Use acronyms• Make up names• Look for reasons why not to share it. – Ask people (interviewees) nicely. Give them the
option. Don’t assume people don’t want to participate.
• Share confidential things!
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Stories
If it doesn’t feel right to publish, probably shouldn’t be published … but figure out what’s amiss, fix and then publish!
Your brand voice
• How do you want to come across?• Example for United Way in Cedar Rapids…
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Brand voice
Serious, but fun. But not silly!
Definitely not markety!
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What’s markety?
• Avoid words like this:– This FANTASTIC event.– Everyone has/will have fun.– Biggest event ever.– The best– The fastest– The slickest
From: ChristophsBlog.com#uwmidwinter
Measuring success
How are we going to do this?
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Measuring results
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Time management
• Do you check emails? Voicemails?• Same for social/website/etc. Check if anyone
has said something and respond ….• Could set time periods for this. Set
expectations … especially social.
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Time management
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But everyone knows marketing.
Wait, what?#uwmidwinter
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OK. I’m tired. Time for a break…
On your own… (make a plan!)• Pick a story (one you’ve featured or know of)• Does it fit into business goals?• Tell the story in 15-20 words!• Outline how you would share on the different
channels!
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Group discussions
• Please share with your neighbors!– What’s your story?– What was hard?– What was easy?– What will hurdles be?
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Class discussion
What did you learn?
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Telling stories/being public
• Can you do it?• UWECI change ….• http://unitedwayofeastcentraliowa.org/marke
ting/midwinter2013/#blooper
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Did we go over time?
Questions?
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We didn’t go over time?
Please fill out the evaluations before you go!
Stay in touch:[email protected]/CtrappeChristophsBlog.comChristophTrappe.com
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