1. Conversation
Talk, don’t shout…

2. Conversation

3. Conversation
Techniques for talking with the Groundswell:
1. Create and Share Engaging Media—Youtube.com for
Video, Soundcloud.com for Audio
2. Engage in Social Networks as a recognized brand and
voice—Facebook & Twitter
3. Participate in the Blogosphere—not only listen to other
blogs and bloggers, but respond to them, and provide your
own platform for controlling conversations.
4. Reach to build your own online community
5. Others…

4. Conversation
Review of Story Strategies

5. FACTS ARE MEANINGLESS
“Narrative Analysis suggests that the problem is
not necessarily what people don’t know (the
facts). Rather, the problem may be what they do
know (underlying assumptions).”
In other words… people have existing stories
about their world that may act as narrative
filters to prevent them form hearing certain
messages.

7. Product + Mythology = Message Campaign

8. +

10. +

12. Narrative Elements of a Story
• Conflict
• Characters
• Imagery (Show Don’t Tell)
• Foreshadowing
• Assumptions

13. Samsung: The next big thing
http://www.youtube.com/watch?v=A-Srun5jd5A

14. Client Story Strategies
• Break into groups and share your story
strategy ideas
• Work with partners in your group to further
develop your ideas for storytelling and your
client
• Identify social platforms where stories can be
told or shared
• Present ideas to the class

15. Client Story Strategies
Assignment
• Refine your Client Story Strategy
• Identify the goal of this Story Strategy, how
will this story change your audience’s
thinking?
• Identify the Conflict, Characters, Imagery,
Foreshadowing and Assumptions.
• Provide some short examples or ideas on how
this can be played out on Social Media.