Se ha denunciado esta presentación.
Se está descargando tu SlideShare. ×

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

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

Descargar para leer sin conexión

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.

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.

Más Contenido Relacionado

Libros relacionados

Gratis con una prueba de 30 días de Scribd

Ver todo

Audiolibros relacionados

Gratis con una prueba de 30 días de Scribd

Ver todo

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

  1. 1. SocialTelling
  2. 2. “Be the change you want to see in the world” Gandhi
  3. 3. And let the world see it!!
  4. 4. This is social telling: the third sector storytelling. 4
  5. 5. A Story to Thrill 5
  6. 6. With 5 simple elements 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 be destroyed, 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, the ability to CONVERT IT INTO A SOCIAL ACT 12
  13. 13. Brand building Story building 13
  14. 14. A great brand is a great story 14
  15. 15. Stories have the ability to change the world 15
  16. 16. STORIES MANIFESTO 16
  17. 17. A great story is the one that will make you laugh and cry at the same time 17
  18. 18. A great story conquers you beyond reason 18
  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 other 20
  21. 21. A great story grabs your heart with a loop and takes you flying to a corner across the world in less than a second. 21
  22. 22. A great story has no owner, it belongs to the world 22
  23. 23. A great story has the ability to make you jump ahead to the next sentence of the next line making you feel co-creator 23
  24. 24. A great story gives you the power to dream and see another worlds 24
  25. 25. A great story can make you feel deeply unhappy for something that never happened to you 25
  26. 26. A great story has the ability to unite millions of people making them feel like indispensable heroes 26
  27. 27. A great story is one that you share with your people, and your people with others, and so on until it reaches everyone by itself. 27
  28. 28. But above all a great story vanquishes evil and always has a happy ending. 28
  29. 29. Why Storytelling? 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. Propp The 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 one story forget that every story has a “the end”. Today brands need to generate story(ies) with a common axis
  40. 40. We have to work on stories not just one story. 40
  41. 41. Great stories can make something very complex become simple and close 41
  42. 42. Concrete is Tangible Small is Attainable Accessible is Involving 42
  43. 43. Examples of NGOs that have reduced their 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 it accesible, small.
  48. 48. THE TAP PROJECT
  49. 49. The 5 elements 49
  50. 50. STORYTELLER MAGIC PRINCESS OBJECT HEROE VILLAIN 50
  51. 51. 1- Story-teller. The ROLE of the 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 ANYTHING WHICH 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 ENERGY THAT 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 is doing not saying 60
  61. 61. Children watch what you are, then what you do and finally what you say. Rudolf Steiner. 61
  62. 62. CHARITY WATER 62
  63. 63. 2- The Princess to 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 CHILDREN 67
  68. 68. IDENTIFY EVERYBODY WITH THE PRINCESS 68
  69. 69. 69
  70. 70. Commercial: WWF 70
  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 TO ENDORSE 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 do 82
  83. 83. Chemo playing flies by 83
  84. 84. We all have games console that we don´t use anymore 84
  85. 85. “donate the games console 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 20.000 followers on facebook, 170.000 € of fundraising and most important all kids with cancer at hospitals in Spain with a console games to make thems chemo flie by. Making feel everybody as heroes for being part of the growing of the NGO. 88
  89. 89. 5- The Magic Object 89
  90. 90. 5 THE 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 every platform of today, fundraising, crowdfunding… 91
  92. 92. 92
  93. 93. …till great ideas 93
  94. 94. PILLS AGAINST OTHER’S PAIN 94
  95. 95. HELP I´VE CUT MY SELF BANDAGE DKMS 95
  96. 96. And when you have everything, LETS DO IT SOCIAL 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 the Social becomes an Storytelling itself 99
  100. 100. AMNESTY SHAZAM 100
  101. 101. BE FAST. ISRAEL ANTIDRUG AUTHORITY 101
  102. 102. STORYTELLER LEAD A MOVEMENT TRANSMIT THE FAITH TO CHANGE THE WORLD IDENTIFY WHO TO DEFEAT AND WHO TO SAVE MAKE PEOPLE FEEL THAT THEY ARE BUILDING THE PROJECT WITH YOU GIVE THEM A MAGIC OBJECT, AND GIVE THEM A HUNDRED IF YOU CAN MAKE IT SOCIAL IN THE NET AND TELL EVERYONE, TELL STORIES TO LEAD A MOVEMENT, … 102
  103. 103. Thank you very much www.unoentrecienmil.org @unoentrecienmil jose@unoentrecienmil.org 103

×