Storytelling for Social Banks

STORYTELLING FOR SOCIAL BANKS
Marketing Experts Seminar 2011
isb - institute for social banking

Dorothea Martin
Transmedia Concepts + Storytelling

Why stories?

“When it comes to communicating an important
Emotions message, people really don’t care about the facts.
They care about the things that touch, move and
inspire them. Facts just can’t do that. […]
Stories work where facts don’t because humans don’t
always make rational decisions. We generally make
decisions based on emotion, and then look for the
facts that support those decisions.”
http://www.themoleskin.com/2010/03/the-art-of-business-
storytelling/

Watch:
Simon Sineks’ TED-talk “How Great Leaders Inspire
Action”
http://www.ted.com/talks/simon_sinek_how_great_leaders_in
spire_action.html

Or read his book:
Start with why. How great leaders inspire everyone to
take action. New York u.a. 2009.

Dorothea Martin - Storytelling Social Banking

Why stories?

Dorothea Martin - Storytelling Social Banking http://jeffhurtblog.com/2011/05/03/storytelling-isnt-just-for-campfires-infographic/

The basic story model

Dorothea Martin - Storytelling Social Banking http://www.themoleskin.com/2010/03/storytelling-in-business-elements-of-story-structure/

Telling a story

Beginning
Middle Interesting
End characters for
identification
Let something
happen!

Causality
Chekhov‘s
gun Character needs
Extremes challenges to
Events develop
Emotions
Experiences

Keep your storytelling
focused, simple, and clear
(Denning, p. 29)

Model

The Hero‘s Journey is one
model for crafting stories:

Hero needs a clear mission,
has to face real problems
and hurdles, there has to be
a central conflict
(antagonist!), a turning
point, and the return of an
hero, altered by his journey.

Nancy Duarte: resonate. Present Visual
Stories that Transform Audiences. Hoboken,
Dorothea Martin - Storytelling Social Banking 2010. p.33

Model

Hero‘s Journey
in 5 steps:

1. Call to adventure
2. Departure towards the
unknown
3. Way of inquiries
4. Treasure
5. Return home

Karolina Frenzel, Michael Müller, Hermann Sottong:
Storytelling. Das Praxisbuch. München/Wien, 2006.
p.122
Pic:
Dorothea Martin - Storytelling Social Banking http://en.wikipedia.org/wiki/File:Heroesjourney.svg

Where to find stories?

Talk to your co-
workers:
Talk to your what are their
clients! stories?
Portray them and
their projects

Ask the right questions:
Extremes (best and worst moments),
Events (concrete), Emotions (feelings
caused by events),
Experiences (personal, valuable)

Dorothea Martin - Storytelling Social Banking Raf Stevens: No story, no fans. p.129f.

Finding our story

Return
Mentor
Solution/ Mission
Decision

Crisis Hero Helpers

Challenges Antagonist


Story of Social Banking
MISSION:
Change the world
BIRTH of our by serving real DECISION:
economy activities Where do you invest?
HERO: that have positive What has the biggest
We were all customers in social, cultural, impact?
the beginning. We didn’t HERO: and ecological
want to become bankers, Hard-working, idealisticimpact
but there were people economist,
who had money and Caring, connects easily,
CRISIS:
those who needed it. pioneer, fair, honest, Do we still do the right
critical thing?
(stubborn, balancing Am I still true to myself?
between modesty and Money -> impact?
full-of-him/herselfness)
THREATS:
Losing values
Low budget/income
ANTAGONIST: New regulations CHALLENGES:
Giving up Keeping the balance
Growth as goal between being
Greed
Too much dogmatic and losing
involvement values
Being efficient


Story of Social Banking

7. Inner conflict: our tree
6. Big tree: shadows all the
others – „you could be like me!“
8. Big tree: got too big – loses all apples,
tumbling trees, leaves turn brown
5. People fight: somone
leaves the small tree group
9. People panik, painting leaves green

4. Big trees are fertilized 10. Our tree helps people and the big tree

3. People water it, it
grows, is happy, and has
small, tasty apples. 11. Our tree grows: more sun + more people

2. People plant a seed.
12. Forest more colourful. Pears, peaches, More
1. People in a forest. They can‘t
trees like our tree, big tree: no more fertilizer
reach the apples of the big trees.


The content everybody is talking about…

STORIES IN SOCIAL MEDIA


Social Media Too much,
short lifespan

Focus and
concentrate

Dorothea Martin - Storytelling Social Banking http://blog.skloog.com/history-social-media-history-social-media-bookmarking/

Which Platforms?

http://www.beeze.de/2011/googlevs-facebook-picdump-509


Social Media Types
Audience

Creators 10%
Critics 10%
Collectors 15%

Joiners
Spectators
Inactives

Quelle: http://www.webosoph.de/2010/09/10/wer-bloggt-ist-nicht-unbedingt-in-online-social-
Dorothea Martin - Storytelling Social Banking networks-aktiv-%E2%80%93-serie-soziologie-und-typologien-der-web-2-0-nutzer-teil-3-von-7/

Strategy
Golden
Rule:
Listen first!
Strategy &
guidelines Find your
next most
important
platforms!

Blog– Hub –
Community–
Facebook–
Multipliers
Twitter
– YouTube -
Google+
= –Multimedia-
“Social Media
Experts”


Strategy
You
Are
Experts

Become Build
Authorities trust

Relevant You
information Curate
for you and And
your clients spread


Tools – Finding Content

TWITTER SEARCH Google Alerts to relevant keywords help
http://mashable.co you find interesting links, blog posts,
m/2010/12/12/twitt pictures and more.
er-advanced-search- Advanced Twitter search gets results
video/ around you, by certain people, with special
attitude, …

Organising Content

Filter information with
RSS-Feeds, Email-Subscriptions,…
Using iGoogle, Google-Reader,
Feedly, …


Organising Content

Social Bookmarking

Delicious.com
StumbleUpon
Reddit
Mister Wong, …


Organising Social Media

So called „Social Media
dashboards“ like Hootsuite (in-
browser and app) or TweetDeck
(desktop & app) help to organise
accounts on Twitter, Facebook,
Foursquare,… Schedule your
updates, create lists, huse
hashtags, …

Tools - Curation

Pearltrees

Very visual way to
bookmark and give
meanings to links you
found on the internet.

Curation tool that lets
you work in teams.
http://pearltrees.com
http://www.tgdaily.com/software-
features/55373-6-reasons-to-use-pearltrees


Tools - Curation

PaperLi

Automatically creating a
daily/weekly/monthly
online-newspaper out of
interesting links (filtered
by hashtags, twitter-lists,
…) by you or by certain
twitter-users and other
networks.

http://paper.li


Tools - Curation

ScoopIt

Create kind of a
wallpaper consisting of
relevant content around
your topic.
You curate and comment
links you found.
More content-centric than
Pearltrees.

Others can subscribe to
it. Recommendation.

http://scoopit.com


Tools - Curation

Storify

Pull together content
from social networks to
create a cohesive story
with tweets, posts,
photos and videos that
maintain their original
functionality.

Strong recommendation:
you can build a story like
that!

http://storify.com


Creating a sustainable (story-) world

STORIES IN TRANSMEDIA


Transmedia

Transmedia storytelling is storytelling across multiple
forms of media with each element making distinctive
contributions to a fan's understanding of the story world.
By using different media formats, transmedia creates
"entrypoints" through which consumers can become
immersed in a story world”.

Henry Jenkins, Convergence Culture: Where Old And
New Media Collide?


Transmedia


Story is more than social media

Try to tell the right part of your story on every platform:
who uses the platform/medium, what‘s the tonality?

Maybe crossmedia (same story/content on every platform) is easier
to realise – but always adapt the tonality

People are on social networks to get to know each other. It‘s about
humans and they want to connect.
Combine your activities with events!

Show your face, be authentic, and be real.


Books & Blogs
• Campbell, Joseph: The Hero with a Thousand Faces. New York, 1949.
• Denning, Stephen: The Leader’s Guide to Storytelling. Mastering the Art and Discipline of
Business Narrative. San Francisco: Wiley, 2005.
• Duarte, Nancy: Resonate. Present Visual Stories That Transform Audiences. Hoboken:
Wiley, 2010.
• Field, Syd: Screenplay. The Foundations of Screenwriting. A Step by Step Guide from
Concept to finished Script. New York, 1979.
• Mark, Margaret/Pearson, Carol S.: The Hero and the Outlaw. Buidling Extraordinary Brands
Through the Power of Archetypes. New York and others, 2001.
• McKee, Robert: Story. Substance, Structure, Style, and the Principles of Screenwriting. New
York: Harper Collins, 1997.
• Sinek, Simon: Start with Why. How Great Leaders Inspire Everyone to Take Action. New
York: Penguin, 2009.
• Stevens, Raf: No Story, no Fans. Kindle ebook, 2011. http://www.corporatestoryteller.be/

Ressources & Inspiration
• 3-acts-scheme: http://www.themoleskin.com/2010/03/storytelling-in-business-elements-
of-story-structure/
• Kelsey Ruger: http://www.themoleskin.com/
• Visual Storytelling: Steven Johnson – Where Good Ideas Come from (Video)
http://www.youtube.com/watch?v=NugRZGDbPFU


Thank you! lets keep in
touch!

Dorothea Martin
Berlin

Transmedia
Das wilde Dutzend
Storytelling and Concepts
Hagenauerstr. 2
imaginary friends
http://imaginary-friends.de 10435 Berlin

Tel: 0049-172-5704552
Mail: d.vmartin@yahoo.de http://das-wilde-dutzend.de
http://twitter.com/daswildedutzend
http://facebook.com/daswildedutzend
Web: http://flickr.com/photos/daswildedutzend
http://doromartin.posterous.com
http://www.slideshare.net/DoroMartin/
http://twitter.com/doromartin
http://facebook.com/dorothea.martin

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