How to tell an engaging story

United Way Mid-Winter Institute 2013

Madison, Wis.

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Welcome!

• Who is this guy (@ctrappe) ? Where I came from … where I’m heading

ChristophTrappe.comChristophsBlog.com

UWECI.org#uwmidwinter

Rules, rules, rules!

• Got a question? Ask it. That increases your chances of it being answered.

• Share your thoughts, experiences, opinions, etc.

• This session is on the record… you can find the slides here: http://unitedwayofeastcentraliowa.org/marketing/midwinter2013/

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Today!Telling stories

Takeaways:

• How to identify stories

• Identifying the best way(s) to tell them

• How to execute efficiently

• Identifying channels, measuring results

• Tips on making time to respond and talking with people on all those channels.

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Stories

• Who can tell me something that has happened that’s:

– Interesting

– Worth sharing

– Possible: That you shared at breakfast this morning, dinner last night, mentioned on the phone, calling home?

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Stories

• What made it worth sharing?

• How do you know?

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Source: http://www.getpaidtowriteonline.com/brain-writing-infographic/

I have a story …

• Traffic tickets story from Gazette…

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Stories

• Could you picture somebody driving past a church ….

• And praying?

• What else?

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Stories

OK…. Are you sold, yet?

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OK… but telling a story isn’t enough!

Take a guess: What’s the average attention span

nowadays?

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Attention spans

Avg: 8 seconds

Down 4 seconds from 2000

Attention span of a goldfish: 9 seconds

Source: http://www.statisticbrain.com/attention-span-statistics/

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Attention spans

OK… that’s funny, but what does it mean to us:

We need to get to the point!

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Attention spans

Simplify

Then simplify some more

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How to spot/develop a story?

• Pay attention (gym example, outside, etc.)

• Write down ideas …

• Bring them up to co-workers (at home maybe?) Is this interesting? What do you think of this?

• Does it fit into our mission?

– Why would we share it? How does it fit into our business goals?

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How to spot a story – Hold That Thought!

• Your stories need to fit into your business goals!

• What would sharing a story accomplish? – Engaging

– Entertaining

– Eye opening

– Educational!

What are your business goals?

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Examples of business goals

• Be the community connector

• Raise funds to improve the community

• Connect people to resources

Can you verbalize how this story fits into those (or your) goals?

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Once we have story, let’s share it…

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Identifying the best way(s) to tell them

True/False? Every story fits on every channel!

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Stories

Who has a story that was shared in a print brochure, for example?

Can you share details?

….

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Execute efficiently

• Keep your eyes open

• Write down ideas!

• Make the time. Find the value!

• An easy way: Record things on video/audio – “I’m out. I don’t have the equipment.” Anyone say

that? Let’s look at the equipment you have.

• Summaries and pictures

• Share stories on channels. Don’t have a “scoop attitude.”

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Stories – What to do

• Share authentic stories (Doesn’t mean to share everything!)

• Involve real people– Clip art/models >>>> Authentic/Real people– Explain why this is important. One (off-camera)

comment from a client shown in video: “I hope this will help donations.”

• Explain it simply.– 21st century skills >>> Skills you need in tomorrow’s

jobs, for example

• Be specific!

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Stories – What not to do

• Use big words

• Use acronyms

• Make up names

• Look for reasons why not to share it.

– Ask people (interviewees) nicely. Give them the option. Don’t assume people don’t want to participate.

• Share confidential things!

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Stories

If it doesn’t feel right to publish, probably shouldn’t be published … but figure out what’s amiss, fix and then publish!

Your brand voice

• How do you want to come across?

• Example for United Way in Cedar Rapids…

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Brand voice

Serious, but fun. But not silly!

Definitely not markety!

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What’s markety?

• Avoid words like this:– This FANTASTIC event.

– Everyone has/will have fun.

– Biggest event ever.

– The best

– The fastest

– The slickest

From: ChristophsBlog.com

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Measuring success

How are we going to do this?

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Measuring results

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Time management

• Do you check emails? Voicemails?

• Same for social/website/etc. Check if anyone has said something and respond ….

• Could set time periods for this. Set expectations … especially social.

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Time management

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But everyone knows marketing.

Wait, what?#uwmidwinter

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OK. I’m tired. Time for a break…

On your own… (make a plan!)

• Pick a story (one you’ve featured or know of)

• Does it fit into business goals?

• Tell the story in 15-20 words!

• Outline how you would share on the different channels!

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Group discussions

• Please share with your neighbors!

– What’s your story?

– What was hard?

– What was easy?

– What will hurdles be?

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Class discussion

What did you learn?

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Telling stories/being public

• Can you do it?

• UWECI change ….

• http://unitedwayofeastcentraliowa.org/marketing/midwinter2013/#blooper

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Did we go over time?

Questions?

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We didn’t go over time?

Please fill out the evaluations before you go!

Stay in touch:

ctrappe@uweci.org

319-804-9853

Twitter.com/Ctrappe

ChristophsBlog.com

ChristophTrappe.com

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