1. BUSINESS STORYTELLING & SOCIAL
MEDIA FOR BUSINESS OWNERS
March 10th 2011

4. STO LAVORANDO
I’M WORKING

6. WHY
WHAT
HOW
WHERE
WHEN

7. WHY?

19. $315,000,000
AND IT STARTED AS A BLOG!

20. WHAT’S IN
A STORY?

25. A HERO
A CHALLENGE
A JOURNEY
A DISCOVERY
A SUCCESSFUL RETURN

26. WHAT IS YOUR CHALLENGE?
WHAT JOURNEY WILL YOU MAKE?
WHAT WILL BE YOUR DISCOVERY?
WHAT SUCCESS WILL YOU RETURN?

28. WHAT?

29. FASCINATING
CONTENT

30. “THE ABILITY TO FASCINATE
IS MORE IMPERATIVE THAN
EVER IN A WORLD
OVERSATURATED WITH
MEDIA MESSAGES AND
WHRE INTERNET BROWSING
HAS SHORTENED ATTENTION
SPANS”
SALLY HOGSHEAD

31. LUST

32. LUST BRINGS PEOPLE
CLOSER

33. LUST ADDS WARMTH AND
HUMANITY

34. LUST MAKES YOU SAY

35. LUST MAKES YOU SAY

36. HOW?
STOP THINKING, START
FEELING
TEASE AND FLIRT, BUILD
ATTRACTION BUT DON’T
GIVE IT ALL AWAY

38. MYSTIQUE

39. MYSTIQUE MAKES US INTENTLY
CURIOUS TO KNOW MORE

40. MYSTIQUE PROVOKES QUESTIONS
WITHOUT GIVING ANSWERS AWAY

41. WE WANT TO SOLVE THE PROBLEM

42. WE WANT TO SOLVE THE PROBLEM

43. HOW?
SPARK CURIOSITY – ASK
QUESTIONS WITHOUT GIVING
ANSWERS
BUILD MYTHOLOGY – USE
STORIES NOT FACTS

45. ALARM

46. ALARM FASCINATES WITH THE
THREAT OF NEGATIVE CONSEQUENCES

47. ALARM MOTIVATES US TO DO MORE -
FASTER

48. YOU NEVER KNOW WHAT WILL HAPPEN
NEXT

49. YOU NEVER KNOW WHAT WILL HAPPEN
NEXT

50. YOU NEVER KNOW WHAT WILL HAPPEN
NEXT

51. HOW?
DEFINE CONSEQUENCES
CREATE DEADLINES
USE DISTRESS FOR
POSITIVE ACTION

53. PRESTIGE

54. PRESTIGE COMES WITH ANY
SIGNIFICANT SYMBOL OF
ACHIEVEMENT

55. EVERY GROUP USES SYMBOLS TO
DISPLAY ITS VALUES

56. EVERY GROUP USES SYMBOLS TO
DISPLAY ITS VALUES

57. EVERY GROUP USES SYMBOLS TO
DISPLAY ITS VALUES

58. HOW?
SET A NEW STANDARD -
ELEVATE YOUR MESSAGE
ABOVE THE DOGFIGHT
LIMIT AVAILABILITY –
SCARCITY INCREASES
VALUE

60. POWER

61. POWER DEMANDS PEOPLE PAY
ATTENTION BY EXERTING SOME FORM
OF INFLUENCE

65. HOW?
CONTROL THE ENVIRONMENT –
DEFINE A NEW SET OF RULES ON
YOUR TERMS
TAKE THE ALPHA STANCE
SEEK RESPECT ABOVE AFFECTION

67. TRUST

68. TRUST CAPTIVATES US THROUGH
FAMILIARITY

69. TRUST REMOVES CONFUSION BY
HELPING US PREDICT EXACTLY WHAT
TO EXPECT

70. WHAT DO WE TRUST?

71. WHAT DO WE TRUST?

72. WHAT DO WE TRUST?

73. HOW?
BECOME FAMILIAR –WE TRUST
WHAT WE KNOW (EVEN IF IT’S
WRONG!)
BE AUTHENTIC – TELL YOUR STORY
WITH PASSION

75. VICE

76. VICE TEMPTS WITH FORBIDDEN
FRUIT

77. VICE INCLUDES EVERYTHING WE
WANT TO DO BUT SHOULDN’T DO, BUT
JUST MIGHT DO ANYWAY

78. VICE CAN TWEAK TRADITIONS,
CHANGE LONG STANDING ROUTINES
AND CHALLENGE ESTABLISHED
LEADERS

79. HOW?
LURE THE AUDIENCE FROM
COMPETITORS WITH A NEW
ALTERNATIVE
INJECT IRREVERENCE INTO
STRAIGHTFORWARD MESSAGES

81. LUST
MYSTIQUE
ALARM
PRESTIGE
POWER
TRUST
VICE

82. EXERCISE
DO YOU HAVE AN OBVIOUS TRIGGER?

83. SUGGESTIONS
ECOSSE UNIQUE –POWER?/TRUST?
BEAUTY SECRETS – LUST?/PRESTIGE?
HEALING SPIRIT – MYSTIQUE?
KEZIE FOODS– VICE?/ALARM?
ALBA TREES - TRUST?

84. RELEVANT
CONTENT

85. REMEMBER THE 12 SECONDS?

86. IT’S NOT E-MAIL
IT’S ME-MAIL

88. EXERCISE
WHO IS YOUR CLIENT?

89. EMPATHY

96. EMPATHY
EXERCISE

98. BREAK AND THEN TO
HOW?

99. Communicating
through Stories
Alison Smith
Allanpark Consultants
www.allanpark.com
© Allanpark Consultants Ltd 2010

100. The power of storytelling
• “a large truth in a tight space” B. Kingsolver
• holistic rather than reductionist
• expression & meaning rather than
explanation & analysis
© Allanpark Consultants Ltd 2010

101. How storytelling works
• offers “first-hand” learning & insight
through imagination
• it’s a co-operative enterprise; full
engagement
• it captures & regenerates evolving
concepts
• it stimulates and inspires thereby acting
as a springboard for action
© Allanpark Consultants Ltd 2010

102. When to use storytelling
• with complex but non-technical issues
• to help someone understand something
intangible
• to create a positive attitude
• to inspire someone to take action
© Allanpark Consultants Ltd 2010

103. A story for conflict
“I want to tell you about my dog, Larry. Larry is a greyhound.
I adopted him from the racetrack. You know…..they kill dogs
that don’t win, if no one adopts them. Larry didn’t know how
to be a pet when he came to live with me. Had never seen a
bone before and chased it all over the back yard until he made
the intellectual leap that if he’d hold it down with his paws it
would stay still. He has never learned – and shows no sign of
learning – that when he is on the leash and he walks on one
side of a pole and I walk on the other side – we arent going
anywhere. Larry just looks up at me with his puzzled dog face.
You know….I could tell him all day to back up, but he’s not
going to back up until I back up. Once I back up, he follows.
Only then can we disentangle ourselves and move on”
Annette Simmons
© Allanpark Consultants Ltd 2010

104. A story for “doing the little things”
Roger Dow of Marriott asked his IT staff to come up with
something that that would give them a customer recognition
capacity. Not the whole corporate memory system of the Ritz-
Calton, but just enough to enable a clerk at the front desk to
say “welcome back” to a returning guest. The IT team came
back a few weeks later to say they could do it for $1.3m and it
would take 18 months. Roger went ballistic. Shortly after he
visited a small mid-western Marriott and as he approached the
front desk, the clerk smiled warmly and said “welcome back
sir”. Dow dropped his bag in astonishment. “How on earth did
you know I’d stayed here before?” The check-in clerk, feeling
she had done something wrong, explained that as the bellboy
picks up the luggage from the car he asks the guest if this is
their first visit. And then when he puts the bags down next to
my desk here, he winks at me. That’s the signal that you’re a
returning guest. So I say “ welcome back sir”
© Allanpark Consultants Ltd 2010

105. Step 1: capture stories
• Invite people to share their stories; be
curious
• Listen out for real stories that you can use
• Amend them for your own purposes
• Consider the need for anonymity
© Allanpark Consultants Ltd 2010

106. Step 2: Developing a story
• Keep it short and simple
• Tell it from the viewpoint of a specific
person – a person with a problem
• The problem should be one that your
audience is familiar with
• This is a problem you can solve - it has a
happy ending
• It contains something unexpected and
attention-grabbing
© Allanpark Consultants Ltd 2010

107. Further references
• Dave Snowden www.cognitive-edge.com
• Steve Denning www.stevedenning.com
• Doug Lipman www.storydynamics.com
• Peter Guber www.peterguber.com
© Allanpark Consultants Ltd 2010

108. WHERE?

110. FACEBOOK

111. FIND
YOUR
VOICE

112. BLOGS ALLOW CHRONOLOGICAL
ORGANISATION OF THOUGHTS, STATUS AND
IDEAS. THIS MEANS MORE PERMANENCE
THAN E-MAIL

113. FACEBOOK

114. PODCASTS (VIDEO AND AUDIO)
ENCOURAGE DIFFERENT TYPES OF
LEARNING AND IN PORTABLE FORMATS

115. YOUTUBE

116. FLICKR

117. THE GROUND
RULES

118. BE PATIENT…

119. YOU MUST BE
WILLING TO
DEDICATE
TIME AND
ENERGY TO
ACHIEVE
YOUR GOALS

120. 10,000
HOURS

121. #1 – MAKE
YOUR
OWN
GAME

122. WHY?
PEOPLE THAT
MAKE THEIR
OWN GAME WIN

123. #2 –
BE ONE
OF US

124. WHY?
PEOPLE WILL
ASK QUESTIONS:
WHO IS THIS
GUY, CAN WE
TRUST HIM?

125. BECOME A
TRUST
AGENT

126. #3 – AGENT
ZERO

127. BE
LIKE
THIS
MAN

128. WHEN?

129. NOW!

130. •394 million users watch video clips on-line
•346 million users read blogs
•321 million users read personal blogs
•215 million users download audio podcasts
•184 million users start their on blogs
•Not to mention Facebook, Twitter etc
How many people in your network?

131. THE WEB HAS
GIVEN USERS
A VOICE

132. WHOSE
TALKING
ABOUT YOU?

133. Email: bill@simplifywithus.com
Blog: simplifywithus.typepad.com/bills_blog
Twitter: simplifywithus