Socialtelling - Storytelling para el Tercer Sector - Fundación Uno entre Cien Mil

SocialTelling

“Be the change you want to see in the world”

Gandhi

And let the world see it!!

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This is social telling: the third sector storytelling.

A Story to Thrill

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With 5 simple elements

1- A Storyteller (NGO as

Storyteller)

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2- A princess to be saved (Mission)

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3- A Villain (A clear enemy to be destroyed, overthrown

or brought down)

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4 - The listener in the role of hero (Member as an actor)

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5 - And a magic object (granted to the hero by the NGO to fight the enemy)

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And with all this, the ability to CONVERT IT INTO A SOCIAL ACT

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Brand building Story building

A great brand is a great story

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Stories have the ability to change the world

STORIES MANIFESTO

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A great story is the one that will make you laugh and cry at the same time

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A great story conquers you beyond reason

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A great story is the one that you make yours forever.

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A story casts you and makes you a prince in front of a dragon with a sword in one hand and a shield in the other

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A great story grabs your heart with a loop and takes you flying to a corner across the world in less than a second.

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A great story has no owner, it belongs to the world

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A great story has the ability to make you jump ahead to the next sentence of the next line making you feel co-creator

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A great story gives you the power to dream and see another worlds

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A great story can make you feel deeply unhappy for something that never happened to you

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A great story has the ability to unite millions of people making them feel like indispensable heroes

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A great story is one that you share with your people, and your people with others, and so on until it reaches everyone by itself.

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But above all a great story vanquishes evil and always has a happy ending.

Why Storytelling?

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Social telling. Story telling – fundraising / appeals / non profit

•  The rules to convert stories of good and evil have been part of us for decades, even centuries, and of the overall global cultural imagery and our heritage for constructing narrative.

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Social Telling, Stories from Ever

•  From Vladimir Propp (Russia 1897), author of the Morphology of the Folktale (Morfológiya skazki) to Andrew Stanton, the creator of Pixar and films like ToyStory, Nemo ... It has been argued that the creation of stories is culturally pre-defined and the proper use of that technique is the best tool for connecting with people.

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Propp.

•  Vladimir Propp, Russian author. In his Morphology of the Folktale (1928), Propp, bases the historical analysis of tales by relating ethnological material from Africa, America, the European classical world, the old East and Russian folk storytelling, and concludes that stories reflect previous mystical conceptions, historically locatable.

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Propp

The three basic principles are: 1. The constant and stable elements of the story are the functions of the characters, regardless of their roles or who executes them.

2. The number of functions (or actions) that occur in the story, is limited.

3. The sequence of functions is always identical.

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Vladimir Propp “There is always a series of repetitive characters”. This version is a mixture of his list and the one from Greimas, some years later:

1.- Antagonist, aggressor, opponent 2. Issuer 3. Auxiliary (magic object) 4. Princess. Recipient. 5. Hero. 6. Mission

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The problem of NGOs is not enormous

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The problem of NGOs is the

enormity

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One?

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story(ies)

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Brands with only one story forget that every story has a “the end”. Today brands need to generate story(ies) with a common axis

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We have to work on stories not just one story.

Great stories can make something very complex become simple and close

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Concrete is Tangible Small is Attainable Accessible is Involving

Examples of NGOs that have reduced their great missions into specific goals

•  Greenpeace..

•  CharityWater.

•  …

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Just one example.

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UNICEF CASE.

ENORMOUS: 1 billion people no access to

clean water

SOLUTION: Let´s make it

accesible, small.

THE TAP PROJECT

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The 5 elements

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STORYTELLER

PRINCESS

VILLAIN HEROE

MAGIC OBJECT

1- Story-teller. The ROLE of the NGO

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The emitter, the active narrator

Andrew Stanton, the creator of Pixar Studio, talked about it in a speech in TED about story telling.

The keys of a good narrator are:

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KNOWING YOUR PUNCH LINE

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EVERYTHING LEADS TO A SINGULAR GOAL

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NEVER SAY ANYTHING WHICH IS NOT MEANT TO GET YOUR GOAL

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KEY POINTS FOR THE NARRATOR

•  To move.

•  To be transparent in their role.

•  To generate projection on the partner.

•  Being an expert and knowing the subject.

•  But also…

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LEAD A MOVEMENT

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AND TRANSMIT WITH FAITH AND ENERGY

THAT THIS MOVEMENT COULD CHANGE THE

WORLD

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To lead a movement

•  “The real power of tribes has nothing to do with Internet and does have to do with people”.

•  “Leading is different from directing. To lead is to create changes in which you do believe.”

•  “Today marketing is about engaging the tribe and distribute products and services with stories that spread”

•  “There is a big difference between telling people what to do and promoting a movement”

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Being is doing not saying

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Children watch what you are, then what you do and finally what you say. Rudolf Steiner.

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CHARITY WATER

2- The Princess to be saved

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DEFINE IT

•  CONCRETE

•  IT CLEARLY REFLECTS THE PROBLEM

•  BE CAREFULL SHOWING PAIN.

It´s about to be rescued

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DEFINE IT

•  USE CLOSENESS, FRIENDLINESS AND CREATIVITY.

•  WORK WITH THE POWER OF POSITIVENESS

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Example: SAVE THE CHILDREN

IDENTIFY EVERYBODY

WITH THE PRINCESS

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Commercial: WWF

3- The Villain

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•  Define well who he is: the evil to defeat.

•  Give it a certain personality.

Make him BIG

But beatible

CAJA MADRID CASE

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Obra Social. Alzheimer

4- The Hero

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INVOLVE THE SPECTATOR TO

ENDORSE THE STORY.

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FROM THE BEGINING, TURN THE SPECTATOR INTO A CO-CREATOR OF YOUR PROJECT

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THE USE OF “WE”

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THE CONCRETION OF WHAT DO YOU DO

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SPANISH NGO From a simple idea

based on something all of us

can do

Chemo playing flies by

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We all have games console that we

don´t use anymore

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“donate the games console you don´t

use anymore”

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“and we´ll give it to cancer children in hospitals in your

name”

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In less that two years old: close to 20.000 followers on facebook, 170.000 € of fundraising and most important all kids with cancer at hospitals in Spain with a console games to make thems chemo flie by.

Making feel everybody as heroes for being part of the growing of the NGO.

5- The Magic Object

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5 THE MAGIC OBJECT

•  An item belonging to the real world

•  In a real or symbolic way have the magic attribute to destroy the villain and save the princess

•  It gives the listener real power: the power to defeat the enemy in a really easy way

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From every platform of today, fundraising, crowdfunding…

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…till great ideas

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PILLS AGAINST OTHER’S

PAIN

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HELP I´VE CUT MY

SELF BANDAGE

DKMS

And when you have everything, LETS DO IT SOCIAL

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The Cluetrain Manifesto

•  Markets are conversations.

•  Let’s convert them into benefits for the brand.

•  INTERACT WITH THE WORLD IN ITS WORLD

•  USE THE NETWORKS AS IDEAS ABOVE THE MESSAGE

•  USE TECHNOLOGY AS A TOOL

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Sometimes the Social becomes an Storytelling itself

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AMNESTY SHAZAM

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BE FAST. ISRAEL

ANTIDRUG AUTHORITY

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STORYTELLER LEAD A MOVEMENT TRANSMIT THE FAITH TO CHANGE THE WORLD IDENTIFY WHO TO DEFEAT AND WHO TO SAVE MAKE PEOPLE FEEL THAT THEY ARE BUILDING THE PROJECT WITH YOU GIVE THEM A MAGIC OBJECT, AND GIVE THEM A HUNDRED IF YOU CAN MAKE IT SOCIAL IN THE NET AND TELL EVERYONE, TELL STORIES TO LEAD A MOVEMENT, …

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Thank you very much

www.unoentrecienmil.org

@unoentrecienmil

jose@unoentrecienmil.org