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Introductions
Lee-Sean
@leesean
Lee Sean
My Story
Your Stories
Our Story
@leesean
Warm Up: 30 Secs Introduce yourself with a story
What brings you here today?
@leesean
Why Stories?
@leesean
@leesean
stories
help us make sense of the world !
help us define our identity !
help us connect with each other !
are the building blocks of culture{
http://www.psychologytoday.com/collections/201106/the-power-stories/direct-hit
Dr. Kirsti A. Dyer
http://www.journeyofhearts.org/kirstimd/tellstory.htm
“Storytelling is a part of life, intrinsic to most cultures. They help people make sense of the world--life's experiences, dilemmas and hardships. !Stories can educate, inspire and build rapport. They are a means of communicating, recreating, and helping preserve cultures by translating memories into a more concrete manner that can be handed down verbally or in written form. !Telling the story can provide the opportunity to gain a deeper understanding of one's experiences and oneself. “
Clay Shirky
http://www.youtube.com/watch?v=IyeihMTB2mE"feature=share"t=19m35s
“Stories organize our sense of reality. !Stories are how we process facts. !Stories are like food we consume that helps us turn into who we are.”
Narrative Strategy
@leesean
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The Path of Social Change
@leesean
BA
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The Path of Social Change: Stories Connect the Dots
@leesean
B
Current State Desired
State
A
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Elements of (Narrative) Strategy
@leesean
* Purpose
* Plan
* Sequence of Actions
* Measurable Goal
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Elements of (Narrative) Strategy
@leesean
* Purpose
* Plan
* Sequence of Actions
* Measurable Goal
Narrative
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@leesean
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@leesean
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@leesean
* Purpose
* Plan
* Sequence of Actions
* Measurable Goal
* Narrative
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@leesean
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Developing a Narrative Strategy
@leesean
1. Current State: Where are you now?
2. Desired State: Where do you want to be?
3. Document and Share. Visualize.
4. Prioritize.
5. Simplify.
6. Test. Recalibrate. Repeat.
Narrative Structure
@leesean
Narrative Stories about the problem and how we work together for change
Framework for Social Change Storytelling
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Identity !
Who am I? Who are we?
Protocols !
What do we believe in? How will we do it?
Artifacts !
What objects and experiences invite
participation?
!
NarrativeStories about the problem and how we work together for change
Framework for Social Change Storytelling
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Identity !
Who am I? Who are we?
Protocols !
What do we believe in? How will we do it?
Artifacts !
What objects and experiences invite
participation?
!
Identity: Personify
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Identity: Us and Them
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Identity: Spirit Animals
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Discover Advise Build
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movement entrepreneur are:
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community organizers transmedia storytellers
brand/business strategists user experience designers
product managers hackers and innovators
generalists 21st century renaissance (wo)men
ambitious mission driven interdisciplinary collaborators strategic systems thinkers principled pragmatists resourceful risk-takers results oriented rogues and rabble rousers
Hybrid Identity: Movement Entrepreneur
Geek analytical
Organizer inspirational
Rockstar creative
Rogue disruptive
Movement Entrepreneurs are:
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community organizers transmedia storytellers
brand/business strategists user experience designers
product managers hackers and innovators
generalists 21st century renaissance (wo)men
ambitious mission driven interdisciplinary collaborators strategic systems thinkers principled pragmatists resourceful risk-takers results oriented rogues and rabble rousers
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Movement a community of action united by a common commitment to driving change and creating shared value
What?
Who?
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Entrepreneur “one who organizes and operates a venture, while taking on the associated risks and rewards of such a venture”
On Entrepreneurship
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“An entrepreneur always searches for change, responds to it, and exploits it as an opportunity.”
Peter Drucker
3 Kinds of Entrepreneurship
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Political Social
Cultural
21st Century Movement
organize supporters and pressure decision-makers
create new tools and technologies
motivate changes in behavior and identity
tech savvy trans-disciplinary
adaptive
Political
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organize supporters and pressure decision-makers
Social
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create new tools and technologies
Cultural
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motivate changes in behavior and identity
3 Kinds of Entrepreneurship
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Political Social
Cultural
21st Century Movement
organize supporters and pressure
decision-makers
create new tools and technologies
motivate changes in behavior and identity
trans-disciplinary tech savvy adaptive
Engage multiple aspects of our identities...
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Political Social
Culturalas cultural agents we tell stories, create and curate change-
making content
as citizens we can agitate,
organize, & vote
as corporate stakeholders
we innovate, engage in collective bargaining, shareholder activism,
& intrapreneurship
as consumers our buying behavior shapes the nature of
the economy
Identity
...to make change on multiple levels
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Political Social
Culturalas cultural agents we tell stories, create and curate change-
making content
as citizens we can agitate,
organize, & vote
as corporate stakeholders
we innovate, engage in collective bargaining, shareholder activism,
& intrapreneurship
as consumers our buying behavior shapes the nature of
the economy
Identity
CHANGE RULES CHANGE
BEHAVIOR
CHANGE PERCEPTION
CHANGE MODELS
Tools and Tactics
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CHANGE RULES legislation
campaigning regulation
petition to government ballot initiative
target individual politicians participate in political party
CHANGE PERCEPTION protest march news feature
talk radio documentary film
music/art research report
viral video hashtag
social media meme
CHANGE BEHAVIOR consumer activism
collective bargaining boycott/buycott
information campaign public education
nudges/incentives
CHANGE MODELS new products/platforms new financing schemes
corporate social responsibility social enterprise
NarrativeStories about the problem and how we work together for change
Framework for Social Change Storytelling
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Identity !
Who am I? Who are we?
Protocols !
What do we believe in? How will we do it?
Artifacts !
What objects and experiences invite
participation?
!
2. Protocols
Protocols
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NarrativeStories about the problem and how we work together for change
Framework for Social Change Storytelling
42
Identity !
Who am I? Who are we?
Protocols !
What do we believe in? How will we do it?
Artifacts !
What objects and experiences invite
participation?
!
Artifacts: Objects, Gestures, Interfaces, etc.
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The Blue Lace Project
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http://www.kickstarter.com/projects/jakehimself/the-bluelace-project-a-revolution-built-one-foot-a !http://articles.latimes.com/2013/nov/19/news/la-ar-blue-lace-project-20131119
Hashtag Activism
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Feminist Hashtags!!http://nymag.com/thecut/2013/12/can-feminist-hashtags-dismantle-the-state.html!!http://www.hashtagfeminism.com/!!#GivingTuesday!!http://givingtuesday.org/case-studies.html!!http://www.charitynavigator.org/index.cfm?bay=content.view&cpid=1651#.UtgOr2SwJg0!!http://www.bethkanter.org/givingtuesday-dec3/!
Narrative Stories about the problem and how we work together for change
Examples: Putting it all together
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Identity !
Who am I? Who are we?
Protocols !
What do we believe in? How will we do it?
Artifacts !
What objects and experiences invite
participation?
!
Example 1
LIVESTRONG
@leesean
Cultural
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Example 2
All Out
@leesean
Stories: From “Coming Out” to All Out
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Table of Contents
Table of Contents
Nigeria
Sweden
Russia
Brazil
Example 3
Meu Rio
@leesean
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@leesean
Meu Rio is redesigning the user interface for civic participation in Rio de Janeiro. !We are a non-partisan democratic youth movement. We create online tools to connect citizens and ensure that they have a voice in the decisions that are transforming the city.
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@leesean
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@leesean
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@leesean
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@leesean
Our ValuesWe believe that increased participation by youth and members of the emerging middle class in the political process will help bring about greater accountability and transparency. !We are non-partisan and independent. We don’t accept money from government or political parties. !We believe that the internet can serve as a school for a more robust democracy. !We are committed to open source sharing. We value remix and reuse.
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@leesean
Evaluating Campaign Themes▢ RIPE ! SALIENT Is the issue in the news/being talked about? Is it something that has strong public support and a groundswell of concern among our target audience? !▢ ACTIONABLE Can Meu Rio or its members “do” something about the issue? Is there a concrete and plausible political, social, or cultural action that can be taken to affect change? !▢ POLITICAL/CULTURAL IMPACT Meu Rio’s goal is to build a more participatory and open political culture in Rio. While not every campaign needs to directly influence the political process, each campaign should have some short, medium, or long term political objective or impact on behavioral/cultural change among the citizens of Rio. !▢ COMPARATIVE ADVANTAGE Is this an issue or campaign where Meu Rio can take a leadership role while working with other partner organizations working in the same space? Does Meu Rio have a comparative advantage because of our member base, brand equity, and/or innovative use of technology? !▢ EARNED MEDIA/LIST GROWTH Will running the campaign generate free earned media and/or promote Meu Rio membership growth?
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@leesean
Evaluating Tools ! Tactics ▢ CONNECTIVE Does it relate to existing user behaviors and social dynamics? Does it bring the community tighter together or connect people closer with their decision makers? !▢ PARTICIPATORY Is it open-ended enough to invite participation but guided and usable enough to actually use? !▢ USER SERVICE Does it have a clear theory of change? Does the experience inspire, delight, or motivate users? !▢ SCALABLE Does it “work” (both technologically and compelling for users) for 5 users as well as it does for 5 million)? !▢ REUSABLE Can it be reused/repurposed by Meu Rio for future campaigns and not just a one-off novelty? !▢ HACKABLE Is it open source/open API? Can it be reappropriated by users/hackers in new, exciting, unexpected ways or used by other cities/movements? !▢ AWESOME/INTANGIBLES Is it “magical”? Compelling in an intuitive/emotional way? Does it have that certain “je ne sais quoi”?
Example 4
The Rules
@leesean
Peak Oil
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Peak Pity
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http://www.youtube.com/watch?v=XsxVy7vyyk0
Changing the story around poverty and inequality
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Advanced
Techniques
@leesean
Narrative Stories about the problem and how we work together for change
Framework for Social Change Storytelling
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Identity !
Who am I? Who are we?
Protocols !
What do we believe in? How will we do it?
Artifacts !
What objects and experiences invite
participation?
!
Distill the Message Loglines & Movement Stories
@leesean
Charlie Brown is finally invited to a Halloween party; Snoopy engages the Red Baron in a dogfight; and Linus waits patiently in the pumpkin patch for the Great Pumpkin.
Charlie Brown is finally invited to a Halloween party; Snoopy engages the Red Baron in a dogfight; and Linus waits patiently in the pumpkin patch for the Great Pumpkin. !—Logline for It's the Great Pumpkin, Charlie Brown !
It's the Great Pumpkin, Charlie Brown
A 17th Century tale of adventure on the high seas where a roguish yet charming captain joins forces with a young blacksmith in a gallant attempt to rescue the Governor of England's daughter and reclaim his ship.
Pirates of the Caribbean
A young man and woman from different social classes fall in love, must outwit her abusive fiancé, and find a way to survive aboard an ill-fated voyage at sea.
Titanc
Narrative: Movement Loglines
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Tea Party Freedom is under assault in our country. We will band together to restore freedom in America.
Slow Food Started as a protest against McDonald’s in Rome, we are now a worldwide movement advocating for good, clean, fair food.
Occupy From NYC and around the world, we are fighting back against the corrosive power of major banks and multinational corporations over the democratic process.
Exercise: 6 Word Stories “For Sale. Baby Shoes, Never Worn”
https://twitter.com/sixwordstories
@leesean
Craft “Moments”
@leesean
Story Shapes
@leesean
1 strong start
2 emotional
climax 3 desired
outcome
Ira Glass
2 Basic Building Blocks of a Story !(1) The anecdote (2) The moment of reflection !In a good story you need both -- you can flip back and forth between the two. The Anecdote and the Moment of Reflection are interwoven to make a story. !!
http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html
Ira Glass
(1) The anecdote, a sequence of actions, a story in its purest form, one thing following from another (rather than just disjointed "facts"). !"The Power of the anecdote is so great...No matter how boring the material is, if it is in story form...there is suspense in it, it feels like something's going to happen. The reason why is because literally it's a sequence of events...you can feel through its form [that it's] inherently like being on a train that has a destination...and that you're going to find something..."
http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html
Ira Glass
(1a) Raise questions. !Provide the "bait" (the hook) The anecdote should raise a question right from the beginning. Implied in any question that you raise, however, is that you are going to answer it. !Constantly raise questions and answer them. The shape of the story is that you are throwing out questions and answering them along the way. !
http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html
Ira Glass
(2) The moment of reflection. !What is the key point? What does this all mean? Why have I asked you to sit and listen for 30 min, etc. It is not just a series of facts/events. !Many people get the first part, they tell an interesting sequence of events, but in the end it fails because it doesn't say anything new, it did not have meaning. And sometimes people have the reflection part and the question is clear in their mind, but they fail to put it in a sequence that compels people to follow and engage. !! http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html
Exercise Share an Anecdote
@leesean
Tropes and Themes
@leesean
The Power of the
1st Person Perspective
@leesean
Exercise Tell a 30-60 sec story
Persuade us about an issue
@leesean
Marshal Ganz
Handout: Telling Your Public Story Worksheet
Telling Your Public Story !A good story public story is drawn from the series of choice points that have structured the “plot” of your life – the challenges you faced, choices you made, and outcomes you experienced. !
Marshal Ganz
Telling Your Public Story !Challenge: Why did you feel it was a challenge? What was so challenging about it? Why was it your challenge? !Choice: Why did you make the choice you did? Where did you get the courage – or not? Where did you get the hope – or not? How did it feel? !Outcome: How did the outcome feel? Why did it feel that way? What did it teach you? What do you want to teach us? How do you want us to feel? we process facts. !
Marshal Ganz
Elements of a Public Story !A story of self: why you were called to what you have been called to. !A story of us: what your constituency, community, organization has been called to its shared purposes, goals, vision. !A story of now: the challenge this community now faces, the choices it must make, and the hope to which “we” can aspire. !
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http://wearethe15percent.com/post/52232149870/in-may-cheerios-posted-this-new-commercial-on
We are the 15%
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It Gets Better
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http://www.bluestatedigital.com/our-work/case-study/it-gets-better!!http://www.prsa.org/Intelligence/PRJournal/Documents/20132Ward.pdf!!http://www.dragonflyeffect.com/blog/why-it-gets-better-is-the-viral-video-campaign-of-the-decade/!!http://www.adlibbing.org/2011/03/08/it-gets-better-a-youtube-success-story/#.Utb2f2RDt4A!!https://tavaana.org/en/node/2091!
Empathy: from someone
else’s perspective
@leesean
In her shoes
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In her shoes
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http://www.youtube.com/watch?v=RBQ-IoHfimQ
Remix
Re-appropriation
@leesean
Six Packs Against Super PACs
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http://www.pinterest.com/leesean/six-packs-against-super-pacs/!!http://www.nationaljournal.com/blogs/influencealley/2012/08/how-to-use-ryan-gosling-s-abs-against-super-pacs-15!
Don’t Say Gay, Say Takei
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http://www.youtube.com/watch?v=dRkIWB3HIEs!!http://www.salon.com/2011/05/19/george_takei_gay_bill/!
Jump
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http://leesean.net/jump-retweeted-by-clay-shirky/
Pride Propaganda
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We are the World:
The Universal Story
@leesean
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Evolution
Stories Shift Over Time
@leesean
Evolution: Chicken or Egg?
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Blackfish
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Blackfish
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Blackfish
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