SocialTelling
“Be the changeyou want tosee in theworld”Gandhi
And let theworld see it!!
This is socialtelling:the third sectorstorytelling.           4
A Story to Thrill        5
With 5 simpleelements           6
1- A Storyteller    (NGO as   Storyteller)        7
2- A princess to be   saved (Mission)          8
3- A Villain (A clear enemy to bedestroyed, overthrown   or brought down)          9
4 - The listener in the role of hero (Member as an actor)          10
5-And a magic object(granted to the hero by the NGO to fight the enemy)             11
And with all this, theability to CONVERT ITINTO A SOCIAL ACT           12
Brand buildingStory building           13
A great brandis a great story       14
Stories havethe ability tochange theworld            15
STORIESMANIFESTO    16
A great story isthe one that willmake you laughand cry at thesame time                    17
A great story     conquers you     beyond reason18
A great story is     the one that you     make yours     forever.19
A story casts you     and makes you a     prince in front of a     dragon with a     sword in one hand     and a shield in...
A great storygrabs your heartwith a loop andtakes you flying toa corner acrossthe world in lessthan a second.              ...
A great story     has no owner, it     belongs to the     world22
A great story hasthe ability to makeyou jump ahead tothe next sentenceof the next linemaking you feelco-creator           ...
A great storygives you thepower to dreamand see anotherworlds                  24
A great story can     make you feel     deeply unhappy     for something     that never     happened to you25
A great story has     the ability to     unite millions of     people making     them feel like     indispensable     hero...
A great story is onethat you share withyour people, andyour people withothers, and so onuntil it reacheseveryone by itself...
But above all a     great story     vanquishes     evil and     always has a     happy ending.28
WhyStorytelling?           29
Social telling. Story telling – fundraising /appeals / non profit•  The rules to convert stories of good and evil   have be...
Social Telling, Stories from Ever•  From Vladimir Propp (Russia 1897), author of the   Morphology of the Folktale (Morfoló...
Propp.•  Vladimir Propp, Russian author. In his   Morphology of the Folktale (1928), Propp, bases   the historical analysi...
ProppThe three basic principles are:  1. The constant and stable elements of the story  are the functions of the character...
Vladimir Propp “There is always a series of repetitive characters”. This version is a mixture of his list and the one from...
The problem of NGOs is not  enormous      35
The problem of NGOs is the  enormity      36
One? 37
story(ies)    38
Brands with only onestory forget that everystory has a “the end”.Today brands need togenerate story(ies)with a common axis
We have to workon stories notjust one story.           40
Great stories canmake somethingvery complexbecome simple andclose          41
Concrete is TangibleSmall is AttainableAccessible is Involving           42
Examples of NGOs that have reducedtheir great missions into specific goals•  Greenpeace..•  CharityWater.•  …              ...
Just one example.        44
UNICEF CASE.
ENORMOUS:1 billion people no access to          clean water
SOLUTION: Let´s make itaccesible, small.
THE TAPPROJECT
The 5 elements          49
STORYTELLERMAGIC                                         PRINCESSOBJECT         HEROE                 VILLAIN             ...
1- Story-teller.The ROLE ofthe NGO              51
The emitter, the active narrator Andrew Stanton, the creator of Pixar Studio, talked about it in a speech in TED about sto...
KNOWING YOUR  PUNCH LINE     53
EVERYTHING LEADS TO  A SINGULAR GOAL         54
NEVER SAY ANYTHINGWHICH IS NOT MEANT TO GET YOUR GOAL        55
KEY POINTS FOR THE NARRATOR•    To move.•    To be transparent in their role.•    To generate projection on the partner.• ...
LEAD A MOVEMENT       57
AND TRANSMIT WITH  FAITH AND ENERGYTHAT THIS MOVEMENT COULD CHANGE THE       WORLD        58
To lead a movement•  “The real power of tribes has nothing to do with Internet and does have   to do with people”.•    “Le...
Being isdoing notsaying       60
Children watchwhat you are, thenwhat you do andfinally what you say.Rudolf Steiner.                  61
CHARITY      WATER62
2- The Princessto be saved            63
DEFINE IT•  CONCRETE•  IT CLEARLY REFLECTS THE PROBLEM•  BE CAREFULL SHOWING PAIN.
It´s about to be    rescued       65
DEFINE IT•  USE CLOSENESS, FRIENDLINESS AND   CREATIVITY.•  WORK WITH THE POWER OF POSITIVENESS
Example:     SAVE THE     CHILDREN67
IDENTIFYEVERYBODY WITH THE PRINCESS    68
69
Commercial:       WWF70
3- The Villain             71
•  Define well who he is: the evil to defeat.•  Give it a certain personality.
Make him BIG
But beatible
CAJA MADRID   CASE     75
Obra Social. Alzheimer               76
4- The Hero              77
INVOLVE THE  SPECTATOR TOENDORSE THE STORY.        78
FROM THE BEGINING,TURN THE SPECTATOR INTO A CO-CREATOR  OF YOUR PROJECT         79
THE USE OF “WE”       80
THE CONCRETION OF WHAT DO YOU DO        81
SPANISH NGO     From a simple idea         based on     something all of us          can do82
Chemo playing   flies by      83
We all have games console that wedon´t use anymore        84
“donate the gamesconsole you don´t  use anymore”        85
“and we´ll give it to cancer children in  hospitals in your      name”         86
87
In less that two years old: close to 20.000followers on facebook, 170.000 € of fundraisingand most important all kids with...
5- The MagicObject           89
5THE MAGIC OBJECT•  An item belonging to the real world•  In a real or symbolic way have the magic   attribute to destroy ...
From everyplatform of today,fundraising,crowdfunding…           91
92
…till great ideas            93
PILLS     AGAINST     OTHER’S      PAIN94
HELP I´VE CUT MY  SELFBANDAGE  DKMS            95
And when youhaveeverything,LETS DO ITSOCIAL          96
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        ...
Sometimes theSocial becomes anStorytelling itself         99
AMNESTY      SHAZAM100
BE FAST.  ISRAELANTIDRUGAUTHORITY            101
STORYTELLERLEAD A MOVEMENTTRANSMIT THE FAITH TO CHANGE THE WORLDIDENTIFY WHO TO DEFEAT AND WHO TO SAVEMAKE PEOPLE FEEL THA...
Thank you very much    www.unoentrecienmil.org       @unoentrecienmil   jose@unoentrecienmil.org              103
Próxima SlideShare
Cargando en…5
×

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

7.298 visualizaciones

Publicado el

Socialtelling es es storytelling del tercer sector y de aquellas marcas que quieran hacer una auténtica y veraz comunicación social. Creada por José Carnero, fundador de Uno entre cien mil, desvela las claves para conseguir conectar nuestras causas con el público: desde los pasos para crear una historia según la mejor narrativa tradicional basada en los cuentos clásicos hasta los mejores ejemplos de campañas que emocionan y logran sus objetivos.

Publicado en: Empresariales
0 comentarios
9 recomendaciones
Estadísticas
Notas
  • Sé el primero en comentar

Sin descargas
Visualizaciones
Visualizaciones totales
7.298
En SlideShare
0
De insertados
0
Número de insertados
4.989
Acciones
Compartido
0
Descargas
73
Comentarios
0
Recomendaciones
9
Insertados 0
No insertados

No hay notas en la diapositiva.

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

  1. 1. SocialTelling
  2. 2. “Be the changeyou want tosee in theworld”Gandhi
  3. 3. And let theworld see it!!
  4. 4. This is socialtelling:the third sectorstorytelling. 4
  5. 5. A Story to Thrill 5
  6. 6. With 5 simpleelements 6
  7. 7. 1- A Storyteller (NGO as Storyteller) 7
  8. 8. 2- A princess to be saved (Mission) 8
  9. 9. 3- A Villain (A clear enemy to bedestroyed, overthrown or brought down) 9
  10. 10. 4 - The listener in the role of hero (Member as an actor) 10
  11. 11. 5-And a magic object(granted to the hero by the NGO to fight the enemy) 11
  12. 12. And with all this, theability to CONVERT ITINTO A SOCIAL ACT 12
  13. 13. Brand buildingStory building 13
  14. 14. A great brandis a great story 14
  15. 15. Stories havethe ability tochange theworld 15
  16. 16. STORIESMANIFESTO 16
  17. 17. A great story isthe one that willmake you laughand cry at thesame time 17
  18. 18. A great story conquers you beyond reason18
  19. 19. A great story is the one that you make yours forever.19
  20. 20. 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 other20
  21. 21. A great storygrabs your heartwith a loop andtakes you flying toa corner acrossthe world in lessthan a second. 21
  22. 22. A great story has no owner, it belongs to the world22
  23. 23. A great story hasthe ability to makeyou jump ahead tothe next sentenceof the next linemaking you feelco-creator 23
  24. 24. A great storygives you thepower to dreamand see anotherworlds 24
  25. 25. A great story can make you feel deeply unhappy for something that never happened to you25
  26. 26. A great story has the ability to unite millions of people making them feel like indispensable heroes26
  27. 27. A great story is onethat you share withyour people, andyour people withothers, and so onuntil it reacheseveryone by itself. 27
  28. 28. But above all a great story vanquishes evil and always has a happy ending.28
  29. 29. WhyStorytelling? 29
  30. 30. 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. 30
  31. 31. 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. 31
  32. 32. 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. 32
  33. 33. ProppThe 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. 33
  34. 34. 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 34
  35. 35. The problem of NGOs is not enormous 35
  36. 36. The problem of NGOs is the enormity 36
  37. 37. One? 37
  38. 38. story(ies) 38
  39. 39. Brands with only onestory forget that everystory has a “the end”.Today brands need togenerate story(ies)with a common axis
  40. 40. We have to workon stories notjust one story. 40
  41. 41. Great stories canmake somethingvery complexbecome simple andclose 41
  42. 42. Concrete is TangibleSmall is AttainableAccessible is Involving 42
  43. 43. Examples of NGOs that have reducedtheir great missions into specific goals•  Greenpeace..•  CharityWater.•  … 43
  44. 44. Just one example. 44
  45. 45. UNICEF CASE.
  46. 46. ENORMOUS:1 billion people no access to clean water
  47. 47. SOLUTION: Let´s make itaccesible, small.
  48. 48. THE TAPPROJECT
  49. 49. The 5 elements 49
  50. 50. STORYTELLERMAGIC PRINCESSOBJECT HEROE VILLAIN 50
  51. 51. 1- Story-teller.The ROLE ofthe NGO 51
  52. 52. 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: 52
  53. 53. KNOWING YOUR PUNCH LINE 53
  54. 54. EVERYTHING LEADS TO A SINGULAR GOAL 54
  55. 55. NEVER SAY ANYTHINGWHICH IS NOT MEANT TO GET YOUR GOAL 55
  56. 56. 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… 56
  57. 57. LEAD A MOVEMENT 57
  58. 58. AND TRANSMIT WITH FAITH AND ENERGYTHAT THIS MOVEMENT COULD CHANGE THE WORLD 58
  59. 59. 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”
  60. 60. Being isdoing notsaying 60
  61. 61. Children watchwhat you are, thenwhat you do andfinally what you say.Rudolf Steiner. 61
  62. 62. CHARITY WATER62
  63. 63. 2- The Princessto be saved 63
  64. 64. DEFINE IT•  CONCRETE•  IT CLEARLY REFLECTS THE PROBLEM•  BE CAREFULL SHOWING PAIN.
  65. 65. It´s about to be rescued 65
  66. 66. DEFINE IT•  USE CLOSENESS, FRIENDLINESS AND CREATIVITY.•  WORK WITH THE POWER OF POSITIVENESS
  67. 67. Example: SAVE THE CHILDREN67
  68. 68. IDENTIFYEVERYBODY WITH THE PRINCESS 68
  69. 69. 69
  70. 70. Commercial: WWF70
  71. 71. 3- The Villain 71
  72. 72. •  Define well who he is: the evil to defeat.•  Give it a certain personality.
  73. 73. Make him BIG
  74. 74. But beatible
  75. 75. CAJA MADRID CASE 75
  76. 76. Obra Social. Alzheimer 76
  77. 77. 4- The Hero 77
  78. 78. INVOLVE THE SPECTATOR TOENDORSE THE STORY. 78
  79. 79. FROM THE BEGINING,TURN THE SPECTATOR INTO A CO-CREATOR OF YOUR PROJECT 79
  80. 80. THE USE OF “WE” 80
  81. 81. THE CONCRETION OF WHAT DO YOU DO 81
  82. 82. SPANISH NGO From a simple idea based on something all of us can do82
  83. 83. Chemo playing flies by 83
  84. 84. We all have games console that wedon´t use anymore 84
  85. 85. “donate the gamesconsole you don´t use anymore” 85
  86. 86. “and we´ll give it to cancer children in hospitals in your name” 86
  87. 87. 87
  88. 88. In less that two years old: close to 20.000followers on facebook, 170.000 € of fundraisingand most important all kids with cancer athospitals in Spain with a console games to makethems chemo flie by.Making feel everybody as heroes for being part ofthe growing of the NGO. 88
  89. 89. 5- The MagicObject 89
  90. 90. 5THE 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 90
  91. 91. From everyplatform of today,fundraising,crowdfunding… 91
  92. 92. 92
  93. 93. …till great ideas 93
  94. 94. PILLS AGAINST OTHER’S PAIN94
  95. 95. HELP I´VE CUT MY SELFBANDAGE DKMS 95
  96. 96. And when youhaveeverything,LETS DO ITSOCIAL 96
  97. 97. The Cluetrain Manifesto•  Markets are conversations.•  Let’s convert them into benefits for the brand.
  98. 98. •  INTERACT WITH THE WORLD IN ITS WORLD•  USE THE NETWORKS AS IDEAS ABOVE THE MESSAGE•  USE TECHNOLOGY AS A TOOL 98
  99. 99. Sometimes theSocial becomes anStorytelling itself 99
  100. 100. AMNESTY SHAZAM100
  101. 101. BE FAST. ISRAELANTIDRUGAUTHORITY 101
  102. 102. STORYTELLERLEAD A MOVEMENTTRANSMIT THE FAITH TO CHANGE THE WORLDIDENTIFY WHO TO DEFEAT AND WHO TO SAVEMAKE PEOPLE FEEL THAT THEY ARE BUILDINGTHE PROJECT WITH YOUGIVE THEM A MAGIC OBJECT, AND GIVE THEM AHUNDRED IF YOU CANMAKE IT SOCIAL IN THE NETAND TELL EVERYONE, TELL STORIESTO LEAD A MOVEMENT, … 102
  103. 103. Thank you very much www.unoentrecienmil.org @unoentrecienmil jose@unoentrecienmil.org 103

×