Brand Storytelling Workshop (BitMaker Labs)
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How do entrepreneurs and startups tell better stories to engage, educate and entertainment customers. This workshop offers insight and exercises to create stories that make a difference.
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Brand Storytelling Workshop (BitMaker Labs)
- 7. People see/hear >100,000 words/day of content: TV, radio, social media, video games, text messages, Web.
- 8. Stories Spark Emotions, Build Connections and Trigger Actions
- 10. Characteristics of a Good Story?
- 12. It’s Not About the Product Always Be Storytelling Always be Story-hunting Establish Your Core Story
- 13. “Airbnb believes in the power of storytelling because when people share stories…..they start caring more about each other and something magical can happen.” - Venetia Pristavec
- 14. “Capturing life’s most exciting moments, and sharing them with others.” – Suzanne Watson
- 15. It’s Not About the Product Always Be Storytelling Always be Story-hunting Establish Your Core Story
- 17. It’s about the experience
- 20. It’s Not About the Product Always Be Storytelling Always be Story-hunting Establish Your Core Story
- 21. Look at the world using a different lens
- 24. It’s Not About the Product Always Be Storytelling Always be Story-hunting Establish Your Core Story
- 25. Four Easy Story Themes Stories about how you started Stories about your challenges, successes Stories about the world around you Stories about your customers’ success
- 30. Pinterest: Organize everything you love Nymi: Your Everyday Life Simplified Southwest Airlines: Low Fares, Friendly Service
- 31. Exercise: Describe your company in…. four words
- 33. A value proposition is a statement of unique benefits (and value) delivered by your product to target customers
- 34. Value Propositions Questions • What is your product? • What problem are you solving? • Who is the target audience? • What is the value of your product? • How is your product unique, different or better?
- 36. Square lets you run your business anywhere. We make it easy for anyone to accept credit cards so they can start selling today.
- 38. Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we open more possibilities for riders and more business for drivers.
- 40. Your everyday simplified. Seamlessly unlock devices, remember passwords and more, using your heart's unique signature.
- 41. Exercise Create your value proposition, which could include: • What your product does • The value/benefits delivered • Who’s the target audience?
- 46. Exercise Create your myth story. It could include: • Your mission, vision or purpose • Your humble beginnings • Your lucky break
- 47. Storytelling Themes • The inspiration for your startup • The problem you wanted to solve and why • The challenges of the journey • A story about your success
- 48. 15 Minutes
- 49. Customer Stories
- 51. Exercise: The Customer Create a story about one of your customers: • How did they discover your product? • What is interesting about how they are using it? • What is the benefit or value being delivered?
- 53. The Media • Overworked creating articles, blogs, podcasts, video, social media • Overflowing inboxes • Overwhelmed with story pitches from desperate startups
- 54. What does the really media want?
- 55. It’s About the Hook
- 56. Six Storytelling Angles Success Innovative/New Different Be part of a bigger story Creativity Timing is Everything
- 57. Storytelling Guidelines • User-friendly • Clear and understandable • Easily shareable • Creative, interesting
- 58. Pitch Me Another Story
- 59. How About Another Story?
- 60. How About Another Story?
- 61. Exercise Based on the storytelling hooks or themes, create two pitches to a reporter or blogger that includes the following: - Your hook – e.g. how are you new, different, better or part of a trend - Their interests and focus - Why it’s relevant, topical or timely
- 62. Success Innovative/New Different Be part of a bigger story Creativity Timing is Everything Stories about how you started Stories about your progress Stories your industry Stories about your customers’ success
- 63. Telling the right stories to the right audiences at the right time
- 64. Prioritize Your Storytelling Key questions: 1. How do our customers make buying decisions? 2. Where do they research and get information? 3. What resources do we have available? (People, time, money)
- 65. Stories to Tell Now Stories to Tell LaterStories to Tell Soon • Blog • Newsletter • Speaking • Website • Infographic • eBooks • Video • Webinars • Demos • Podcasts
- 66. Stories to Tell Now Stories to Tell LaterStories to Tell Soon Exercise: Establishing Priorities
- 67. Wrap Up
Editor's Notes
- I have been telling stories for entire professional career. I have always believed that stories and content are king.
- Why are you here tonight? Why do you think storytelling is important?
- Take turns sharing the story behind a personal artifact that you have on you today (article of clothing, accessory, jewelry, photograph on your phone, something in your pocket or purse, etc.). Help your partner by asking follow up questions to dig deeper into the story.
- People spend most of their conversations telling personal stories and gossiping. A 1997 study by anthropologist and evolutionary biologist Robin Dunbar, then at the University of Liverpool in England, found that social topics accounted for 65% of speaking time among people in public places. Research by the London School of Economics suggests retention is 60% to 65% when information is presented in a story vs. 5% to 10% when presented via facts. The problem is brands, particularly startups, are terrible storytellers. They love their products. They loves their platform. They love features. They don’t tell stories. Build it, and they will (hopefully) come.
- But storytelling has never been more important.
- Think about how much information and content we’re consuming and processing every day Think about how smartphones make it so easy to consume at all times – waiting in lineups, in bed, etc.
- Here’s the thing: people make decisions powered by empowered. It is the way our brains our wired. Good stories driven emotional connection. They establish a powerful relationship.
- Airbnb video – discover, feel at home everywhere
- Authentic Compelling Real Dramatic Inspiring Motivating Insightful Compelling Interesting Exciting Memorable Shareable
- It’s about their needs, goals, interests, aspirations, points of pain, problems – not about you and what you want to tell the world.
- Forget Hotels Travel like a human
- The company was founded by Nick Woodman in 2002 after a surf trip to Australia where he was hoping to capture high-quality photos of his surfing. Woodman initially raised a portion of the money for his company by selling bead and shell belts for under US $20 out of his VW van.
- It’s about their needs, goals, interests, aspirations, points of pain, problems – not about you and what you want to tell the world.
- It’s about their needs, goals, interests, aspirations, points of pain, problems – not about you and what you want to tell the world.
- It’s about their needs, goals, interests, aspirations, points of pain, problems – not about you and what you want to tell the world.
- My secret weapon – the notepad.
- James Buckhouse – former creative director with Twitter, now working with Sequoia
- Simple, memorable, short
- Steven Ells attended the Culinary Institute of America. After graduating, he worked as a sous chef at Stars Restaurant before leaving to launch Chipotle in 1993. Then 28, Ells created Chipotle to help him fund a fine-dining restaurant he had dreamed of. The restaurant quickly gained traction with it’s fast yet quality food service and began to gain a cult following. https://www.fundable.com/learn/startup-stories/chipotle
- Flybits is a client that has a platform that puts mobile apps on steroids by creating personalized experiences. It’s an innovative platform but people don’t get what Flybits does until they start telling stories about how it’s used.