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Presentation at the Sydney social media forum by Rafi Cooper from WSPA Australia, titled 'How great storytelling leads to great engagement'
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World Society for the Protection of Animals
Rafi Cooper – Communications Manager, WSPA Australia
World Society for the Protection of Animals
World Society for the Protection of Animals
What did the second story do that the first didn’t
World Society for the Protection of Animals
Tone
Back / forward stories – made it personal / relevant
Names – makes the characters relatable
Audience participation
World Society for the Protection of Animals
What is storytelling?
Brain needs stories to make sense of everything that happens to us – Dr Gazzaniga
World Society for the Protection of Animals
Marshall Ganz:
Initial challenge is how to break through the inertia of habit to get people to pay attention. This happens through anger or need.
STORY OF SELFSTORY OF USSTORY OF NOW
How can we turn this into action??
World Society for the Protection of Animals
TEA TEST
TouchEnthuse Act
World Society for the Protection of Animals
Keep it simpleTell the whole storyMake it personalMake em laugh, make em cry
World Society for the Protection of Animals
How we’ve done it:
Fun
World Society for the Protection of Animals
How we’ve done it:
Being inspirational + Telling a continuous story
World Society for the Protection of Animals
How we’ve done it:
Getting people involved
World Society for the Protection of Animals
How we’ve done it:
Saying thanks
World Society for the Protection of Animals
Rafi Cooper – Communications Manager, WSPA Australia
