SlideShare a Scribd company logo
1 of 73
Download to read offline
BY:
TARA @MISSROGUE HUNT
PRESIDENT, @TRULYSOCIALINC
I’ve been thinking a
lot about
storytelling lately.
@MISSROGUE / @TRULYSOCIALINC
fundamental things
we all get wrong in
regards to storytelling
3@MISSROGUE / @TRULYSOCIALINC
Myth #1.
A story has a beginning, middle and end.
@MISSROGUE / @TRULYSOCIALINC
@MISSROGUE / @TRULYSOCIALINC
Myth #2.
Stories spread messages.
@MISSROGUE / @TRULYSOCIALINC
@MISSROGUE / @TRULYSOCIALINC
If you equate burnt toast with having a
stroke, you are likely an Anglo
Canadian over the age of 30.
@MISSROGUE / @TRULYSOCIALINC
@MISSROGUE / @TRULYSOCIALINC
@MISSROGUE / @TRULYSOCIALINC
@MISSROGUE / @TRULYSOCIALINC
Myth #3.
Stories are something you tell.
@MISSROGUE / @TRULYSOCIALINC
Stories in the Social Era - Presenting to CCO Learning Day (Government of Canada)
Stories in the Social Era - Presenting to CCO Learning Day (Government of Canada)
fundamental shifts
in audience
3@MISSROGUE / @TRULYSOCIALINC
#1. Shifts in TIME
#2. Shifts in POWER .
#3. Shifts in ACTION
@MISSROGUE / @TRULYSOCIALINC
#1. SHIFTS IN TIME@MISSROGUE / @TRULYSOCIALINC
People are busier than ever (despite the
promise of technology) and they now
expect everything to come to them when
they want it.
@MISSROGUE / @TRULYSOCIALINC
TIMESHIFT #1:
ATTENTION IS
EVEN MORE
SCARCE
@MISSROGUE / @TRULYSOCIALINC
4.75 billion
Posts shared on Facebook.
500 million
Tweets posted to Twitter.
95 million
Photos are posted to Instagram.
300 thousand
Videos uploaded to YouTube.
DAILY
@MISSROGUE / @TRULYSOCIALINC
TIMESHIFT #2:
THE DEMAND FOR
EVERYTHING ON
DEMAND
@MISSROGUE / @TRULYSOCIALINC
In 1990, I:
1. Heard this song on the radio and fell in love
2. Ran directly to the HMV, but it had just closed
3. Waited overnight, then came back for the store opening at 10am
on my morning coffee break
4. Had to wait to listen to it until I got home that night.
In 2018, I would:
1. Hear this song (radio, iTunes, Spotify, etc.)
2. Listen to it whenever I want to on my mobile phone
3. Never even own it.
@MISSROGUE / @TRULYSOCIALINC
It’s not just entertainment, it’s stuff and services, too.
We use:
● MissFresh for our weekly meal planning kits
● Lyft + Uber for getting around quickly
● AirBnB for hotel stays
● FreshDirect for fresh veggie delivery
● Foodora for the occasional ordering in of a
prepared meal
● Runner for delivering wine + beer
● Instacart for any other groceries we have
been to busy to pick up
● Amazon (same day/next day) delivery for
pretty much everything (including a valve I
forgot to order during a renovation)
● Kindle when I want to read a new release
● Breather if I need to book a nice venue for an
important meeting
● I say, “Hey Google! Can you put eggs on my
shopping list?” and my Google Home adds it
to my list.
● ...the list goes on
@MISSROGUE / @TRULYSOCIALINC
#2. SHIFTS IN POWER
@MISSROGUE / @TRULYSOCIALINC
The internet has given pretty much all of
the power to the consumer.
@MISSROGUE / @TRULYSOCIALINC
POWERSHIFT #1:
THE AUDIENCE CALLS
THE SHOTS
@MISSROGUE / @TRULYSOCIALINC
Reviews can make or break a business - and they don’t just exist on review sites.
@MISSROGUE / @TRULYSOCIALINC
POWERSHIFT #2:
C2C rules. Customers
determine what the
message is around your
brand.
@MISSROGUE / @TRULYSOCIALINC
"Studies show 92 percent of people trust recommendations
from other people over brands. Teens have a seven times
higher emotional attachment to YouTube stars than to
‘traditional’ celebs. And 49 percent of people rely on influencer
recommendations when they’re making a purchase."
@MISSROGUE / @TRULYSOCIALINC
@MISSROGUE / @TRULYSOCIALINC
“only 43 per cent of Canadians
say they trust their government
— down from 53 per cent a year
earlier.”
And btw...
#3. SHIFTS IN ACTION
@MISSROGUE / @TRULYSOCIALINC
People are no longer passive “consumers”
of stories. They are active “makers”. They
don’t want to be told a story, they want to
be part of it.
@MISSROGUE / @TRULYSOCIALINC
ACTION
SHIFT #1:
Everyone is a
content creator.
@MISSROGUE / @TRULYSOCIALINC
The top
influencers are
social media stars
Variety Magazine did two studies in
2014/2015 and found that, not only are
digital content creators more influential
than traditional celebrities, they were
also more consistent and relatable.
Whether you are influential to a
gigantic audience or just a small group
of peers, it’s apparent that there has
been a shift and it isn’t slowing down.
@MISSROGUE / @TRULYSOCIALINC
@MISSROGUE / @TRULYSOCIALINC
ACTION
SHIFT #2:
People are taking
culture and
remixing/making
it their own.
@MISSROGUE / @TRULYSOCIALINC
Remix Culture #1:
”Stans”
People don’t just watch their favourite
shows or play their favourite games any
more. They participate in it.
From online forums to taking to social
media to urge their beloved programs
in specific directions (outraged over
plot twists, for example), superfans, or
“stans” have emerged as participants in
popular culture.
@MISSROGUE / @TRULYSOCIALINC
Remix Culture #2:
“breaking the
fourth wall”
The next level of remixing is when super
fans decide to take the media from their
favourite shows and games and remix it
into something or take it on as their own
identity.
Examples of this are:
● Animated gifs
● Memes
● Vidding
● Fanfiction (Fanfic)
● Mashups
● Machinimas
● Cosplay
● LARPing
@MISSROGUE / @TRULYSOCIALINC
none of this is new.
@MISSROGUE / @TRULYSOCIALINC
meme
mēm/
noun
1. an element of a culture or system of behavior that may be considered
to be passed from one individual to another by nongenetic means,
especially imitation.
1976!
@MISSROGUE / @TRULYSOCIALINC
A FEW EXAMPLES OF MEMES
PRE-INTERNET
@MISSROGUE / @TRULYSOCIALINC
THIS IS A
CANADIAN
MEME
@MISSROGUE / @TRULYSOCIALINC
MEME!@MISSROGUE / @TRULYSOCIALINC
Other examples of pre-internet Stan remixing:
● Vidding: Kandy Fong in 1975 - she played a slideshow of her favourite Star Trek
stills to music...on a PROJECTOR!
● Cosplay: though it wasn’t named Cosplay until 1984, the practice of dressing up
as your favourite characters began in 1939 at the first World Science Fiction
Convention in NYC.
● Fanfic: theoretically, this practice goes back to the era of Homer, but the first
instance of the phrase “fan fiction” was recorded in 1944.
● LARPs (Live-Action Role Playing): these go back to the 1600’s with historical
reenactments.
@MISSROGUE / @TRULYSOCIALINC
https://techcrunch.com/2015/03/22/from-artistic-to-technological-mash-up/
People participate. That’s what they do.
@MISSROGUE / @TRULYSOCIALINC
Audience shifts in summary...
1. Attention is more scarce than ever
2. People expect things on their own time/at their own convenience
3. People are raising their voices to make changes
4. People trust other people (and look to one another for the truth)
5. Everyone can be (and is becoming) a content creator
6. People don’t want to consume culture, they want to live it
@MISSROGUE / @TRULYSOCIALINC
pushing messages - no matter how
‘entertaining’ - is an ineffective way to
communicate in the social era.
ways to rethink
storytelling in
the social era3@MISSROGUE / @TRULYSOCIALINC
#1. From campaigns to relationships
#2. From messaging to listening
#3. From branding to participation
@MISSROGUE / @TRULYSOCIALINC
CAMPAIGNS RELATIONSHIPS
@MISSROGUE / @TRULYSOCIALINC
CAMPAIGNS ARE…
● Short term
● Tentpole
● Planned
● Rigid
● About immediate results
Examples: advertising, press releases,
stunts, influencer marketing, “viral” videos
RELATIONSHIPS ARE…
● Long term
● Always on
● Uncertain
● Flexible
● About slow (but meaningful) results
Examples: social media, content marketing,
community building, influencer relationship
management, loyalty programs
@MISSROGUE / @TRULYSOCIALINC
Storytelling as
relationship
(and not a campaign)
In an effort to build bridges and give a
human face to the TSA while at the
same time providing useful information
(and seasonal reminders), Bob the
blogger posts year-round images and
funny stories about what people try to
carry on while flying.
This is not only entertaining, but it’s
incredibly useful. Some stuff I didn’t
know:
@MISSROGUE / @TRULYSOCIALINC
YOU CAN TRAVEL WITH PIE.
@MISSROGUE / @TRULYSOCIALINC
YOU *CANNOT* TRAVEL WITH A MUG THAT HAS A GUN-SHAPED HANDLE.
@MISSROGUE / @TRULYSOCIALINC
SHRUNKEN HEADS ARE A-OK (BUT YOU MAY WANT TO ASK CUSTOMS AS WELL).
@MISSROGUE / @TRULYSOCIALINC
SERVICE DUCKS ARE A THING. (BUT ASK YOUR AIRLINE)
@MISSROGUE / @TRULYSOCIALINC
LISTENINGMESSAGING
@MISSROGUE / @TRULYSOCIALINC
MESSAGES ARE...
● One-way
● Outbound
● Intended to speak at/to
● Delivered
● Read only
Examples: PR, advertising, “viral” videos,
content marketing, email marketing, direct
mail
LISTENING IS...
● Two or multi-way
● Inbound
● Intended to learn from
● Exchanged
● Read/write
Examples: online conversations, tweetchats, town
halls, social media monitoring, community
management, keyword alerts, forum monitoring,
Facebook groups, online communities + forums
@MISSROGUE / @TRULYSOCIALINC
Storytelling as
listening
(and not messaging)
If all you do is content marketing, you
aren’t taking full advantage of the social
web.
This amazing Ask Me Anything (AMA)
on Reddit from the CRTC on the topic
of differential pricing is an amazing
example of how government services
can use these tools to engage and learn.
@MISSROGUE / @TRULYSOCIALINC
https://www.reddit.com/r/canada/comments/54kz6g/i
m_from_the_crtc_and_we_want_to_know_what_you/
@MISSROGUE / @TRULYSOCIALINC
Social is also where the WORST of
people can come out:
● Trolls
● Posturing
● Echo-chambers
● Pitchfork mobs
This animated gif was posted on the
Pol.is blog from a talk given by founder
Colin Megill. Their tool has found a way
to cut through the divisiveness of social
media to find converging opinions.
There *IS* a
downside
(but also a solution?)
@MISSROGUE / @TRULYSOCIALINC
the key is in how you listen.
@MISSROGUE / @TRULYSOCIALINC
PARTICIPATIONBRANDED
@MISSROGUE / @TRULYSOCIALINC
BRANDED MEANS...
● Hierarchical
● Rigid/policed
● Owned
● Closed
● Consumed
PARTICIPATION MEANS...
● Democratized
● Fluid/open
● Exchanged
● Interactive
● Made
@MISSROGUE / @TRULYSOCIALINC
@MISSROGUE / @TRULYSOCIALINC
“In order for governments to be open, responsive, and engaging,
community members must feel they are active participants in
building government, and that their participation can influence
decisions about issues that affect them.”
https://www.codeforamerica.org/practices/civic-engagement
@MISSROGUE / @TRULYSOCIALINC
5 Key Elements of
Effective Community
Engagement
[https://www.codeforamerica.org/practices/civic-engagem
ent]
1. REACH - define your audience + make sure the
underrepresented are heard
2. INFORMATION - present clear, accurate, and simple
information in plain language
3. CHANNELS - online and off - meet people where
they are
4. PRODUCTIVE ACTIONS - communicate clear,
simple, and meaningful actions people can take to
reach their goals.
5. FEEDBACK LOOPS - don’t leave them hanging!
Show how their participation makes a difference.
@MISSROGUE / @TRULYSOCIALINC
AND it’s happening here!
In July of 2017, Minister Scott Brison announced the launch
of the Canadian Digital Service.
Learning from early adopters like 18F, Code For America,
Code for Australia, and the Government Digital Service in
the UK, the CDS is putting together the best of breed for
the Canadian implementation.
As Minister Brison wrote in his announcement blog post:
“We can’t be a Blockbuster government
serving a Netflix citizenry!”
@MISSROGUE / @TRULYSOCIALINC
but people won’t trust and engage
overnight
@MISSROGUE / @TRULYSOCIALINC
storytelling
making?
living?
@MISSROGUE / @TRULYSOCIALINC
#1. Stories are
ongoing and
ever-evolving.
[RELATIONSHIPS]
#2. Stories are about
listening and
connecting.
[LISTENING]
#3. Stories are lived.
[PARTICIPATION]
@MISSROGUE / @TRULYSOCIALINC
@MISSROGUE / @TRULYSOCIALINC
stories lived are the
stories that stick.
@MISSROGUE / @TRULYSOCIALINC
Thank you
Tara Hunt, President
Truly Social Inc.

More Related Content

What's hot

The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPHThe Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPHSquad_Digital
 
The Power of Social Media for Substance Abuse Prevention
The Power of Social Media for Substance Abuse PreventionThe Power of Social Media for Substance Abuse Prevention
The Power of Social Media for Substance Abuse PreventionLEAD
 
Fake news, its ramifications and tools to check this menace.
Fake news, its ramifications and tools to check this menace.Fake news, its ramifications and tools to check this menace.
Fake news, its ramifications and tools to check this menace.Chetan Thathoo
 
Using Social Media to Tell Your Nonprofit's Story
Using Social Media to Tell Your Nonprofit's StoryUsing Social Media to Tell Your Nonprofit's Story
Using Social Media to Tell Your Nonprofit's StoryJulia Campbell
 
Social Media Management & Content Curation
Social Media Management & Content CurationSocial Media Management & Content Curation
Social Media Management & Content CurationNatalia Molchanova
 
Six Steps To Create A Social Media Marketing Plan At Little Cost
Six Steps To Create A Social Media Marketing Plan At Little CostSix Steps To Create A Social Media Marketing Plan At Little Cost
Six Steps To Create A Social Media Marketing Plan At Little CostChad Wiebesick
 
11 Steps to a Successful Nonprofit Social Media Strategy
11 Steps to a Successful Nonprofit Social Media Strategy11 Steps to a Successful Nonprofit Social Media Strategy
11 Steps to a Successful Nonprofit Social Media StrategySocial Media for Nonprofits
 
Engaging Your Nonprofit Community Through Storytelling & Social Media
Engaging Your Nonprofit Community Through Storytelling & Social MediaEngaging Your Nonprofit Community Through Storytelling & Social Media
Engaging Your Nonprofit Community Through Storytelling & Social MediaJulia Campbell
 
Identifying the Influencers who Flooded Twitter during the #ALSIceBucketChall...
Identifying the Influencers who Flooded Twitter during the #ALSIceBucketChall...Identifying the Influencers who Flooded Twitter during the #ALSIceBucketChall...
Identifying the Influencers who Flooded Twitter during the #ALSIceBucketChall...Kelli Burns
 
The Black List - Vol. 1 - Social Media Masters
The Black List - Vol. 1 - Social Media MastersThe Black List - Vol. 1 - Social Media Masters
The Black List - Vol. 1 - Social Media MastersMichael Street
 
Social media gone wrong: What NOT to do online
Social media gone wrong: What NOT to do onlineSocial media gone wrong: What NOT to do online
Social media gone wrong: What NOT to do onlineChad Wiebesick
 
Social Media: Branding and Privacy
Social Media: Branding and PrivacySocial Media: Branding and Privacy
Social Media: Branding and PrivacyKelli Burns
 
Get on the map! Is The Road To Success Paved With Location Based Services? (1...
Get on the map! Is The Road To Success Paved With Location Based Services? (1...Get on the map! Is The Road To Success Paved With Location Based Services? (1...
Get on the map! Is The Road To Success Paved With Location Based Services? (1...Miminten
 
Nonprofit Social Media Strategy In the Time of Coronavirus
Nonprofit Social Media Strategy In the Time of CoronavirusNonprofit Social Media Strategy In the Time of Coronavirus
Nonprofit Social Media Strategy In the Time of CoronavirusJulia Campbell
 
How to Use Twitter for Marketing & Connection
How to Use Twitter for Marketing & ConnectionHow to Use Twitter for Marketing & Connection
How to Use Twitter for Marketing & ConnectionJulia Campbell
 
Yes, I DO Mind the Gap
Yes, I DO Mind the GapYes, I DO Mind the Gap
Yes, I DO Mind the GapTara Hunt
 

What's hot (20)

The Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPHThe Art of Conversation - presented by Pat Law from GOODSTUPH
The Art of Conversation - presented by Pat Law from GOODSTUPH
 
The Power of Social Media for Substance Abuse Prevention
The Power of Social Media for Substance Abuse PreventionThe Power of Social Media for Substance Abuse Prevention
The Power of Social Media for Substance Abuse Prevention
 
10 Ways to Find Common Ground with Your Social Media Audience
10 Ways to Find Common Ground with Your Social Media Audience10 Ways to Find Common Ground with Your Social Media Audience
10 Ways to Find Common Ground with Your Social Media Audience
 
Fake news, its ramifications and tools to check this menace.
Fake news, its ramifications and tools to check this menace.Fake news, its ramifications and tools to check this menace.
Fake news, its ramifications and tools to check this menace.
 
Using Social Media to Tell Your Nonprofit's Story
Using Social Media to Tell Your Nonprofit's StoryUsing Social Media to Tell Your Nonprofit's Story
Using Social Media to Tell Your Nonprofit's Story
 
Social Media Management & Content Curation
Social Media Management & Content CurationSocial Media Management & Content Curation
Social Media Management & Content Curation
 
Six Steps To Create A Social Media Marketing Plan At Little Cost
Six Steps To Create A Social Media Marketing Plan At Little CostSix Steps To Create A Social Media Marketing Plan At Little Cost
Six Steps To Create A Social Media Marketing Plan At Little Cost
 
11 Steps to a Successful Nonprofit Social Media Strategy
11 Steps to a Successful Nonprofit Social Media Strategy11 Steps to a Successful Nonprofit Social Media Strategy
11 Steps to a Successful Nonprofit Social Media Strategy
 
Engaging Your Nonprofit Community Through Storytelling & Social Media
Engaging Your Nonprofit Community Through Storytelling & Social MediaEngaging Your Nonprofit Community Through Storytelling & Social Media
Engaging Your Nonprofit Community Through Storytelling & Social Media
 
Identifying the Influencers who Flooded Twitter during the #ALSIceBucketChall...
Identifying the Influencers who Flooded Twitter during the #ALSIceBucketChall...Identifying the Influencers who Flooded Twitter during the #ALSIceBucketChall...
Identifying the Influencers who Flooded Twitter during the #ALSIceBucketChall...
 
The Black List - Vol. 1 - Social Media Masters
The Black List - Vol. 1 - Social Media MastersThe Black List - Vol. 1 - Social Media Masters
The Black List - Vol. 1 - Social Media Masters
 
Social media gone wrong: What NOT to do online
Social media gone wrong: What NOT to do onlineSocial media gone wrong: What NOT to do online
Social media gone wrong: What NOT to do online
 
Social Media: Branding and Privacy
Social Media: Branding and PrivacySocial Media: Branding and Privacy
Social Media: Branding and Privacy
 
Fake News
Fake NewsFake News
Fake News
 
Get on the map! Is The Road To Success Paved With Location Based Services? (1...
Get on the map! Is The Road To Success Paved With Location Based Services? (1...Get on the map! Is The Road To Success Paved With Location Based Services? (1...
Get on the map! Is The Road To Success Paved With Location Based Services? (1...
 
Nonprofit Social Media Strategy In the Time of Coronavirus
Nonprofit Social Media Strategy In the Time of CoronavirusNonprofit Social Media Strategy In the Time of Coronavirus
Nonprofit Social Media Strategy In the Time of Coronavirus
 
How to Use Twitter for Marketing & Connection
How to Use Twitter for Marketing & ConnectionHow to Use Twitter for Marketing & Connection
How to Use Twitter for Marketing & Connection
 
Fake news
Fake news Fake news
Fake news
 
Yes, I DO Mind the Gap
Yes, I DO Mind the GapYes, I DO Mind the Gap
Yes, I DO Mind the Gap
 
Future of blogging blogst 2014
Future of blogging   blogst 2014Future of blogging   blogst 2014
Future of blogging blogst 2014
 

Similar to Stories in the Social Era - Presenting to CCO Learning Day (Government of Canada)

Tara Hunt - Moving Towards Insight Driven Strategies
Tara Hunt - Moving Towards Insight Driven StrategiesTara Hunt - Moving Towards Insight Driven Strategies
Tara Hunt - Moving Towards Insight Driven StrategiesINBOUND
 
Consumer Consulting Board Cases at IESEG
Consumer Consulting Board Cases at IESEGConsumer Consulting Board Cases at IESEG
Consumer Consulting Board Cases at IESEGInSites on Stage
 
Redefining Realness for Brands on Twitter
Redefining Realness for Brands on TwitterRedefining Realness for Brands on Twitter
Redefining Realness for Brands on TwitterJohn Colucci
 
Kris Haamer presentation on StartSmart event Wantrepreneur 2 Entrepreneur 1.1...
Kris Haamer presentation on StartSmart event Wantrepreneur 2 Entrepreneur 1.1...Kris Haamer presentation on StartSmart event Wantrepreneur 2 Entrepreneur 1.1...
Kris Haamer presentation on StartSmart event Wantrepreneur 2 Entrepreneur 1.1...StartSmart
 
Keynote Crowdsourcing - Philips Event
Keynote Crowdsourcing - Philips EventKeynote Crowdsourcing - Philips Event
Keynote Crowdsourcing - Philips EventC2B
 
Collaborating with Consumers Eat 'n Learn Smartees
Collaborating with Consumers Eat 'n Learn Smartees Collaborating with Consumers Eat 'n Learn Smartees
Collaborating with Consumers Eat 'n Learn Smartees InSites on Stage
 
Culture geek 2018 mar dixon
Culture geek 2018 mar dixon Culture geek 2018 mar dixon
Culture geek 2018 mar dixon Mar Dixon
 
StoryTelling: Your Story, Their Stories
StoryTelling:  Your Story, Their StoriesStoryTelling:  Your Story, Their Stories
StoryTelling: Your Story, Their StoriesFUSE Marketing Group
 
Pulp Lab Edible Culture Spring 2013
Pulp Lab Edible Culture Spring 2013Pulp Lab Edible Culture Spring 2013
Pulp Lab Edible Culture Spring 2013Kate Pawlicki
 
#FoodPorn: How Social Media has changed the Hospitality Industry
#FoodPorn: How Social Media has changed the Hospitality Industry#FoodPorn: How Social Media has changed the Hospitality Industry
#FoodPorn: How Social Media has changed the Hospitality IndustryOliver Bazzani
 
DMO Online Marketing and Social Media Travel Summit 2010
DMO Online Marketing and Social Media Travel Summit 2010DMO Online Marketing and Social Media Travel Summit 2010
DMO Online Marketing and Social Media Travel Summit 2010Joantxo Llantada
 
It's just business...getting seriously personal
It's just business...getting seriously personalIt's just business...getting seriously personal
It's just business...getting seriously personalLuisella Giani
 
Own Your Audience: Don't Give It Away
Own Your Audience: Don't Give It AwayOwn Your Audience: Don't Give It Away
Own Your Audience: Don't Give It AwayAmy Vernon
 
Friending the Class of 2020
Friending the Class of 2020Friending the Class of 2020
Friending the Class of 2020Nick Jensen
 
Pouring my heart out!
Pouring my heart out!Pouring my heart out!
Pouring my heart out!Sulagna Das
 

Similar to Stories in the Social Era - Presenting to CCO Learning Day (Government of Canada) (20)

Journalism in the social media era
Journalism in the social media eraJournalism in the social media era
Journalism in the social media era
 
Tara Hunt - Moving Towards Insight Driven Strategies
Tara Hunt - Moving Towards Insight Driven StrategiesTara Hunt - Moving Towards Insight Driven Strategies
Tara Hunt - Moving Towards Insight Driven Strategies
 
Consumer Consulting Board Cases at IESEG
Consumer Consulting Board Cases at IESEGConsumer Consulting Board Cases at IESEG
Consumer Consulting Board Cases at IESEG
 
Redefining Realness for Brands on Twitter
Redefining Realness for Brands on TwitterRedefining Realness for Brands on Twitter
Redefining Realness for Brands on Twitter
 
Kris Haamer presentation on StartSmart event Wantrepreneur 2 Entrepreneur 1.1...
Kris Haamer presentation on StartSmart event Wantrepreneur 2 Entrepreneur 1.1...Kris Haamer presentation on StartSmart event Wantrepreneur 2 Entrepreneur 1.1...
Kris Haamer presentation on StartSmart event Wantrepreneur 2 Entrepreneur 1.1...
 
ModifiedTweetsFromWommaupdate
ModifiedTweetsFromWommaupdateModifiedTweetsFromWommaupdate
ModifiedTweetsFromWommaupdate
 
Case Studies UTS
Case Studies UTSCase Studies UTS
Case Studies UTS
 
Keynote Crowdsourcing - Philips Event
Keynote Crowdsourcing - Philips EventKeynote Crowdsourcing - Philips Event
Keynote Crowdsourcing - Philips Event
 
Collaborating with Consumers Eat 'n Learn Smartees
Collaborating with Consumers Eat 'n Learn Smartees Collaborating with Consumers Eat 'n Learn Smartees
Collaborating with Consumers Eat 'n Learn Smartees
 
Case studies uts
Case studies utsCase studies uts
Case studies uts
 
Culture geek 2018 mar dixon
Culture geek 2018 mar dixon Culture geek 2018 mar dixon
Culture geek 2018 mar dixon
 
StoryTelling: Your Story, Their Stories
StoryTelling:  Your Story, Their StoriesStoryTelling:  Your Story, Their Stories
StoryTelling: Your Story, Their Stories
 
Pulp Lab Edible Culture Spring 2013
Pulp Lab Edible Culture Spring 2013Pulp Lab Edible Culture Spring 2013
Pulp Lab Edible Culture Spring 2013
 
#FoodPorn: How Social Media has changed the Hospitality Industry
#FoodPorn: How Social Media has changed the Hospitality Industry#FoodPorn: How Social Media has changed the Hospitality Industry
#FoodPorn: How Social Media has changed the Hospitality Industry
 
DMO Online Marketing and Social Media Travel Summit 2010
DMO Online Marketing and Social Media Travel Summit 2010DMO Online Marketing and Social Media Travel Summit 2010
DMO Online Marketing and Social Media Travel Summit 2010
 
It's just business...getting seriously personal
It's just business...getting seriously personalIt's just business...getting seriously personal
It's just business...getting seriously personal
 
Own Your Audience: Don't Give It Away
Own Your Audience: Don't Give It AwayOwn Your Audience: Don't Give It Away
Own Your Audience: Don't Give It Away
 
Friending the Class of 2020
Friending the Class of 2020Friending the Class of 2020
Friending the Class of 2020
 
Sick Cycle Carousel
Sick Cycle CarouselSick Cycle Carousel
Sick Cycle Carousel
 
Pouring my heart out!
Pouring my heart out!Pouring my heart out!
Pouring my heart out!
 

More from Tara Hunt

Metrics are a (big fat) lie (Social Media Camp Panel)
Metrics are a (big fat) lie (Social Media Camp Panel)Metrics are a (big fat) lie (Social Media Camp Panel)
Metrics are a (big fat) lie (Social Media Camp Panel)Tara Hunt
 
Your Customer's Journey in the Social Era
Your Customer's Journey in the Social EraYour Customer's Journey in the Social Era
Your Customer's Journey in the Social EraTara Hunt
 
Understanding the Customer Journey in the Social Era
Understanding the Customer Journey in the Social EraUnderstanding the Customer Journey in the Social Era
Understanding the Customer Journey in the Social EraTara Hunt
 
You Gotta Have Personality: how to connect to today’s customer with video
You Gotta Have Personality: how to connect to today’s customer with videoYou Gotta Have Personality: how to connect to today’s customer with video
You Gotta Have Personality: how to connect to today’s customer with videoTara Hunt
 
Furry Influencers and Their Fans
Furry Influencers and Their FansFurry Influencers and Their Fans
Furry Influencers and Their FansTara Hunt
 
The Five Lies That Will Kill Your Startup Dreams
The Five Lies That Will Kill Your Startup DreamsThe Five Lies That Will Kill Your Startup Dreams
The Five Lies That Will Kill Your Startup DreamsTara Hunt
 
Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop
Real Lessons in Working with Digital Influencers - SXSW 2015 WorkshopReal Lessons in Working with Digital Influencers - SXSW 2015 Workshop
Real Lessons in Working with Digital Influencers - SXSW 2015 WorkshopTara Hunt
 
Collaboration and Tales of Digital Culture from the Social@Scale summit by Sp...
Collaboration and Tales of Digital Culture from the Social@Scale summit by Sp...Collaboration and Tales of Digital Culture from the Social@Scale summit by Sp...
Collaboration and Tales of Digital Culture from the Social@Scale summit by Sp...Tara Hunt
 
Your Awesome Product Won't Sell Itself
Your Awesome Product Won't Sell ItselfYour Awesome Product Won't Sell Itself
Your Awesome Product Won't Sell ItselfTara Hunt
 
11 Rules for the Social Era - book by Nilofer Merchant
11 Rules for the Social Era - book by Nilofer Merchant11 Rules for the Social Era - book by Nilofer Merchant
11 Rules for the Social Era - book by Nilofer MerchantTara Hunt
 
Here is Your Magic Content Wand
Here is Your Magic Content WandHere is Your Magic Content Wand
Here is Your Magic Content WandTara Hunt
 
The Sinners & Saints of Social (retail version)
The Sinners & Saints of Social (retail version)The Sinners & Saints of Social (retail version)
The Sinners & Saints of Social (retail version)Tara Hunt
 
The Social Retailer: what ‘social’ means for the future of commerce
The Social Retailer: what ‘social’ means for the  future of commerceThe Social Retailer: what ‘social’ means for the  future of commerce
The Social Retailer: what ‘social’ means for the future of commerceTara Hunt
 
How to Rock an Audience: from stage fright to stage presence
How to Rock an Audience: from stage fright to stage presenceHow to Rock an Audience: from stage fright to stage presence
How to Rock an Audience: from stage fright to stage presenceTara Hunt
 
Blissdom Panel Slides
Blissdom Panel SlidesBlissdom Panel Slides
Blissdom Panel SlidesTara Hunt
 
The 10 Mistakes I've made...so you don't have to
The 10 Mistakes I've made...so you don't have toThe 10 Mistakes I've made...so you don't have to
The 10 Mistakes I've made...so you don't have toTara Hunt
 
So you want to do a startup, eh?
So you want to do a startup, eh?So you want to do a startup, eh?
So you want to do a startup, eh?Tara Hunt
 
Emotional Data: hipsters, human beings and mapping of taste data
Emotional Data: hipsters, human beings and mapping of taste dataEmotional Data: hipsters, human beings and mapping of taste data
Emotional Data: hipsters, human beings and mapping of taste dataTara Hunt
 
The Unclear Path: TedxConcordia talk
The Unclear Path: TedxConcordia talkThe Unclear Path: TedxConcordia talk
The Unclear Path: TedxConcordia talkTara Hunt
 
You Don't Build Homes
You Don't Build HomesYou Don't Build Homes
You Don't Build HomesTara Hunt
 

More from Tara Hunt (20)

Metrics are a (big fat) lie (Social Media Camp Panel)
Metrics are a (big fat) lie (Social Media Camp Panel)Metrics are a (big fat) lie (Social Media Camp Panel)
Metrics are a (big fat) lie (Social Media Camp Panel)
 
Your Customer's Journey in the Social Era
Your Customer's Journey in the Social EraYour Customer's Journey in the Social Era
Your Customer's Journey in the Social Era
 
Understanding the Customer Journey in the Social Era
Understanding the Customer Journey in the Social EraUnderstanding the Customer Journey in the Social Era
Understanding the Customer Journey in the Social Era
 
You Gotta Have Personality: how to connect to today’s customer with video
You Gotta Have Personality: how to connect to today’s customer with videoYou Gotta Have Personality: how to connect to today’s customer with video
You Gotta Have Personality: how to connect to today’s customer with video
 
Furry Influencers and Their Fans
Furry Influencers and Their FansFurry Influencers and Their Fans
Furry Influencers and Their Fans
 
The Five Lies That Will Kill Your Startup Dreams
The Five Lies That Will Kill Your Startup DreamsThe Five Lies That Will Kill Your Startup Dreams
The Five Lies That Will Kill Your Startup Dreams
 
Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop
Real Lessons in Working with Digital Influencers - SXSW 2015 WorkshopReal Lessons in Working with Digital Influencers - SXSW 2015 Workshop
Real Lessons in Working with Digital Influencers - SXSW 2015 Workshop
 
Collaboration and Tales of Digital Culture from the Social@Scale summit by Sp...
Collaboration and Tales of Digital Culture from the Social@Scale summit by Sp...Collaboration and Tales of Digital Culture from the Social@Scale summit by Sp...
Collaboration and Tales of Digital Culture from the Social@Scale summit by Sp...
 
Your Awesome Product Won't Sell Itself
Your Awesome Product Won't Sell ItselfYour Awesome Product Won't Sell Itself
Your Awesome Product Won't Sell Itself
 
11 Rules for the Social Era - book by Nilofer Merchant
11 Rules for the Social Era - book by Nilofer Merchant11 Rules for the Social Era - book by Nilofer Merchant
11 Rules for the Social Era - book by Nilofer Merchant
 
Here is Your Magic Content Wand
Here is Your Magic Content WandHere is Your Magic Content Wand
Here is Your Magic Content Wand
 
The Sinners & Saints of Social (retail version)
The Sinners & Saints of Social (retail version)The Sinners & Saints of Social (retail version)
The Sinners & Saints of Social (retail version)
 
The Social Retailer: what ‘social’ means for the future of commerce
The Social Retailer: what ‘social’ means for the  future of commerceThe Social Retailer: what ‘social’ means for the  future of commerce
The Social Retailer: what ‘social’ means for the future of commerce
 
How to Rock an Audience: from stage fright to stage presence
How to Rock an Audience: from stage fright to stage presenceHow to Rock an Audience: from stage fright to stage presence
How to Rock an Audience: from stage fright to stage presence
 
Blissdom Panel Slides
Blissdom Panel SlidesBlissdom Panel Slides
Blissdom Panel Slides
 
The 10 Mistakes I've made...so you don't have to
The 10 Mistakes I've made...so you don't have toThe 10 Mistakes I've made...so you don't have to
The 10 Mistakes I've made...so you don't have to
 
So you want to do a startup, eh?
So you want to do a startup, eh?So you want to do a startup, eh?
So you want to do a startup, eh?
 
Emotional Data: hipsters, human beings and mapping of taste data
Emotional Data: hipsters, human beings and mapping of taste dataEmotional Data: hipsters, human beings and mapping of taste data
Emotional Data: hipsters, human beings and mapping of taste data
 
The Unclear Path: TedxConcordia talk
The Unclear Path: TedxConcordia talkThe Unclear Path: TedxConcordia talk
The Unclear Path: TedxConcordia talk
 
You Don't Build Homes
You Don't Build HomesYou Don't Build Homes
You Don't Build Homes
 

Recently uploaded

Water can create peace or spark conflict.
Water can create peace or spark conflict.Water can create peace or spark conflict.
Water can create peace or spark conflict.Christina Parmionova
 
OECD Webinar - ESG to deliver well-being in resource-rich regions: the role o...
OECD Webinar - ESG to deliver well-being in resource-rich regions: the role o...OECD Webinar - ESG to deliver well-being in resource-rich regions: the role o...
OECD Webinar - ESG to deliver well-being in resource-rich regions: the role o...OECDregions
 
Item # 5&6 - 218 Canyon Drive replat prop.
Item # 5&6 - 218 Canyon Drive replat prop.Item # 5&6 - 218 Canyon Drive replat prop.
Item # 5&6 - 218 Canyon Drive replat prop.ahcitycouncil
 
O Conselho Estadual de Cultura e o Incentivo à Cultura no RS: relato de expe...
O Conselho Estadual de Cultura e o Incentivo à Cultura no RS:  relato de expe...O Conselho Estadual de Cultura e o Incentivo à Cultura no RS:  relato de expe...
O Conselho Estadual de Cultura e o Incentivo à Cultura no RS: relato de expe...Alvaro Santi
 
india sanitation coalition Swachata Abhiyan ​.pdf
india sanitation coalition Swachata Abhiyan ​.pdfindia sanitation coalition Swachata Abhiyan ​.pdf
india sanitation coalition Swachata Abhiyan ​.pdfcoalitionindiasanita
 
Living life to the full: How can we make our longer lives healthier, happier ...
Living life to the full: How can we make our longer lives healthier, happier ...Living life to the full: How can we make our longer lives healthier, happier ...
Living life to the full: How can we make our longer lives healthier, happier ...ResolutionFoundation
 
Parents can give charity ideas for kids.
Parents can give charity ideas for kids.Parents can give charity ideas for kids.
Parents can give charity ideas for kids.SERUDS INDIA
 
Sensitivity Training for 2023 BSKE.pptx
Sensitivity Training for  2023 BSKE.pptxSensitivity Training for  2023 BSKE.pptx
Sensitivity Training for 2023 BSKE.pptxAllidaacLuap
 
PPT Item # 5-6 218 Canyon Drive replat prop.
PPT Item # 5-6 218 Canyon Drive replat prop.PPT Item # 5-6 218 Canyon Drive replat prop.
PPT Item # 5-6 218 Canyon Drive replat prop.ahcitycouncil
 
What Teenagers Have to Say about the Grandparents
What Teenagers Have to Say about the GrandparentsWhat Teenagers Have to Say about the Grandparents
What Teenagers Have to Say about the GrandparentsSERUDS INDIA
 
My Burning Issue: "War in Ukraine" Cycle 54
My Burning Issue: "War in Ukraine" Cycle 54My Burning Issue: "War in Ukraine" Cycle 54
My Burning Issue: "War in Ukraine" Cycle 54mmazurak
 
Water for Prosperity and peace - United Nations World Water Development Repo...
Water for Prosperity and peace -  United Nations World Water Development Repo...Water for Prosperity and peace -  United Nations World Water Development Repo...
Water for Prosperity and peace - United Nations World Water Development Repo...Christina Parmionova
 
Leveraging Water for Peace - World Water Day 2024
Leveraging Water for Peace - World Water Day 2024Leveraging Water for Peace - World Water Day 2024
Leveraging Water for Peace - World Water Day 2024Christina Parmionova
 
CBO’s Work on Health Care and a Call for New Research
CBO’s Work on Health Care and a Call for New ResearchCBO’s Work on Health Care and a Call for New Research
CBO’s Work on Health Care and a Call for New ResearchCongressional Budget Office
 
2024: The FAR, Federal Acquisition Regulations - Part 16
2024: The FAR, Federal Acquisition Regulations - Part 162024: The FAR, Federal Acquisition Regulations - Part 16
2024: The FAR, Federal Acquisition Regulations - Part 16JSchaus & Associates
 
Item # 1a - March 18, 2024 Special CCM Minutes
Item # 1a - March 18, 2024 Special CCM MinutesItem # 1a - March 18, 2024 Special CCM Minutes
Item # 1a - March 18, 2024 Special CCM Minutesahcitycouncil
 
The Federal Perspective on Coverage of Medications to Treat Obesity: Consider...
The Federal Perspective on Coverage of Medications to Treat Obesity: Consider...The Federal Perspective on Coverage of Medications to Treat Obesity: Consider...
The Federal Perspective on Coverage of Medications to Treat Obesity: Consider...Congressional Budget Office
 
2024: The FAR, Federal Acquisition Regulations - Part 17
2024: The FAR, Federal Acquisition Regulations - Part 172024: The FAR, Federal Acquisition Regulations - Part 17
2024: The FAR, Federal Acquisition Regulations - Part 17JSchaus & Associates
 
SPONSORED CONTENT - MyGovWatch - RFP Cliches Debunked: What Government Buyers...
SPONSORED CONTENT - MyGovWatch - RFP Cliches Debunked: What Government Buyers...SPONSORED CONTENT - MyGovWatch - RFP Cliches Debunked: What Government Buyers...
SPONSORED CONTENT - MyGovWatch - RFP Cliches Debunked: What Government Buyers...JSchaus & Associates
 
Parents give a charity ideas for children
Parents give a charity ideas for childrenParents give a charity ideas for children
Parents give a charity ideas for childrenSERUDS INDIA
 

Recently uploaded (20)

Water can create peace or spark conflict.
Water can create peace or spark conflict.Water can create peace or spark conflict.
Water can create peace or spark conflict.
 
OECD Webinar - ESG to deliver well-being in resource-rich regions: the role o...
OECD Webinar - ESG to deliver well-being in resource-rich regions: the role o...OECD Webinar - ESG to deliver well-being in resource-rich regions: the role o...
OECD Webinar - ESG to deliver well-being in resource-rich regions: the role o...
 
Item # 5&6 - 218 Canyon Drive replat prop.
Item # 5&6 - 218 Canyon Drive replat prop.Item # 5&6 - 218 Canyon Drive replat prop.
Item # 5&6 - 218 Canyon Drive replat prop.
 
O Conselho Estadual de Cultura e o Incentivo à Cultura no RS: relato de expe...
O Conselho Estadual de Cultura e o Incentivo à Cultura no RS:  relato de expe...O Conselho Estadual de Cultura e o Incentivo à Cultura no RS:  relato de expe...
O Conselho Estadual de Cultura e o Incentivo à Cultura no RS: relato de expe...
 
india sanitation coalition Swachata Abhiyan ​.pdf
india sanitation coalition Swachata Abhiyan ​.pdfindia sanitation coalition Swachata Abhiyan ​.pdf
india sanitation coalition Swachata Abhiyan ​.pdf
 
Living life to the full: How can we make our longer lives healthier, happier ...
Living life to the full: How can we make our longer lives healthier, happier ...Living life to the full: How can we make our longer lives healthier, happier ...
Living life to the full: How can we make our longer lives healthier, happier ...
 
Parents can give charity ideas for kids.
Parents can give charity ideas for kids.Parents can give charity ideas for kids.
Parents can give charity ideas for kids.
 
Sensitivity Training for 2023 BSKE.pptx
Sensitivity Training for  2023 BSKE.pptxSensitivity Training for  2023 BSKE.pptx
Sensitivity Training for 2023 BSKE.pptx
 
PPT Item # 5-6 218 Canyon Drive replat prop.
PPT Item # 5-6 218 Canyon Drive replat prop.PPT Item # 5-6 218 Canyon Drive replat prop.
PPT Item # 5-6 218 Canyon Drive replat prop.
 
What Teenagers Have to Say about the Grandparents
What Teenagers Have to Say about the GrandparentsWhat Teenagers Have to Say about the Grandparents
What Teenagers Have to Say about the Grandparents
 
My Burning Issue: "War in Ukraine" Cycle 54
My Burning Issue: "War in Ukraine" Cycle 54My Burning Issue: "War in Ukraine" Cycle 54
My Burning Issue: "War in Ukraine" Cycle 54
 
Water for Prosperity and peace - United Nations World Water Development Repo...
Water for Prosperity and peace -  United Nations World Water Development Repo...Water for Prosperity and peace -  United Nations World Water Development Repo...
Water for Prosperity and peace - United Nations World Water Development Repo...
 
Leveraging Water for Peace - World Water Day 2024
Leveraging Water for Peace - World Water Day 2024Leveraging Water for Peace - World Water Day 2024
Leveraging Water for Peace - World Water Day 2024
 
CBO’s Work on Health Care and a Call for New Research
CBO’s Work on Health Care and a Call for New ResearchCBO’s Work on Health Care and a Call for New Research
CBO’s Work on Health Care and a Call for New Research
 
2024: The FAR, Federal Acquisition Regulations - Part 16
2024: The FAR, Federal Acquisition Regulations - Part 162024: The FAR, Federal Acquisition Regulations - Part 16
2024: The FAR, Federal Acquisition Regulations - Part 16
 
Item # 1a - March 18, 2024 Special CCM Minutes
Item # 1a - March 18, 2024 Special CCM MinutesItem # 1a - March 18, 2024 Special CCM Minutes
Item # 1a - March 18, 2024 Special CCM Minutes
 
The Federal Perspective on Coverage of Medications to Treat Obesity: Consider...
The Federal Perspective on Coverage of Medications to Treat Obesity: Consider...The Federal Perspective on Coverage of Medications to Treat Obesity: Consider...
The Federal Perspective on Coverage of Medications to Treat Obesity: Consider...
 
2024: The FAR, Federal Acquisition Regulations - Part 17
2024: The FAR, Federal Acquisition Regulations - Part 172024: The FAR, Federal Acquisition Regulations - Part 17
2024: The FAR, Federal Acquisition Regulations - Part 17
 
SPONSORED CONTENT - MyGovWatch - RFP Cliches Debunked: What Government Buyers...
SPONSORED CONTENT - MyGovWatch - RFP Cliches Debunked: What Government Buyers...SPONSORED CONTENT - MyGovWatch - RFP Cliches Debunked: What Government Buyers...
SPONSORED CONTENT - MyGovWatch - RFP Cliches Debunked: What Government Buyers...
 
Parents give a charity ideas for children
Parents give a charity ideas for childrenParents give a charity ideas for children
Parents give a charity ideas for children
 

Stories in the Social Era - Presenting to CCO Learning Day (Government of Canada)

  • 2. I’ve been thinking a lot about storytelling lately. @MISSROGUE / @TRULYSOCIALINC
  • 3. fundamental things we all get wrong in regards to storytelling 3@MISSROGUE / @TRULYSOCIALINC
  • 4. Myth #1. A story has a beginning, middle and end. @MISSROGUE / @TRULYSOCIALINC
  • 6. Myth #2. Stories spread messages. @MISSROGUE / @TRULYSOCIALINC
  • 8. If you equate burnt toast with having a stroke, you are likely an Anglo Canadian over the age of 30. @MISSROGUE / @TRULYSOCIALINC
  • 12. Myth #3. Stories are something you tell. @MISSROGUE / @TRULYSOCIALINC
  • 16. #1. Shifts in TIME #2. Shifts in POWER . #3. Shifts in ACTION @MISSROGUE / @TRULYSOCIALINC
  • 17. #1. SHIFTS IN TIME@MISSROGUE / @TRULYSOCIALINC
  • 18. People are busier than ever (despite the promise of technology) and they now expect everything to come to them when they want it. @MISSROGUE / @TRULYSOCIALINC
  • 19. TIMESHIFT #1: ATTENTION IS EVEN MORE SCARCE @MISSROGUE / @TRULYSOCIALINC
  • 20. 4.75 billion Posts shared on Facebook. 500 million Tweets posted to Twitter. 95 million Photos are posted to Instagram. 300 thousand Videos uploaded to YouTube. DAILY @MISSROGUE / @TRULYSOCIALINC
  • 21. TIMESHIFT #2: THE DEMAND FOR EVERYTHING ON DEMAND @MISSROGUE / @TRULYSOCIALINC
  • 22. In 1990, I: 1. Heard this song on the radio and fell in love 2. Ran directly to the HMV, but it had just closed 3. Waited overnight, then came back for the store opening at 10am on my morning coffee break 4. Had to wait to listen to it until I got home that night. In 2018, I would: 1. Hear this song (radio, iTunes, Spotify, etc.) 2. Listen to it whenever I want to on my mobile phone 3. Never even own it. @MISSROGUE / @TRULYSOCIALINC
  • 23. It’s not just entertainment, it’s stuff and services, too. We use: ● MissFresh for our weekly meal planning kits ● Lyft + Uber for getting around quickly ● AirBnB for hotel stays ● FreshDirect for fresh veggie delivery ● Foodora for the occasional ordering in of a prepared meal ● Runner for delivering wine + beer ● Instacart for any other groceries we have been to busy to pick up ● Amazon (same day/next day) delivery for pretty much everything (including a valve I forgot to order during a renovation) ● Kindle when I want to read a new release ● Breather if I need to book a nice venue for an important meeting ● I say, “Hey Google! Can you put eggs on my shopping list?” and my Google Home adds it to my list. ● ...the list goes on @MISSROGUE / @TRULYSOCIALINC
  • 24. #2. SHIFTS IN POWER @MISSROGUE / @TRULYSOCIALINC
  • 25. The internet has given pretty much all of the power to the consumer. @MISSROGUE / @TRULYSOCIALINC
  • 26. POWERSHIFT #1: THE AUDIENCE CALLS THE SHOTS @MISSROGUE / @TRULYSOCIALINC
  • 27. Reviews can make or break a business - and they don’t just exist on review sites. @MISSROGUE / @TRULYSOCIALINC
  • 28. POWERSHIFT #2: C2C rules. Customers determine what the message is around your brand. @MISSROGUE / @TRULYSOCIALINC
  • 29. "Studies show 92 percent of people trust recommendations from other people over brands. Teens have a seven times higher emotional attachment to YouTube stars than to ‘traditional’ celebs. And 49 percent of people rely on influencer recommendations when they’re making a purchase." @MISSROGUE / @TRULYSOCIALINC
  • 30. @MISSROGUE / @TRULYSOCIALINC “only 43 per cent of Canadians say they trust their government — down from 53 per cent a year earlier.” And btw...
  • 31. #3. SHIFTS IN ACTION @MISSROGUE / @TRULYSOCIALINC
  • 32. People are no longer passive “consumers” of stories. They are active “makers”. They don’t want to be told a story, they want to be part of it. @MISSROGUE / @TRULYSOCIALINC
  • 33. ACTION SHIFT #1: Everyone is a content creator. @MISSROGUE / @TRULYSOCIALINC
  • 34. The top influencers are social media stars Variety Magazine did two studies in 2014/2015 and found that, not only are digital content creators more influential than traditional celebrities, they were also more consistent and relatable. Whether you are influential to a gigantic audience or just a small group of peers, it’s apparent that there has been a shift and it isn’t slowing down. @MISSROGUE / @TRULYSOCIALINC
  • 36. ACTION SHIFT #2: People are taking culture and remixing/making it their own. @MISSROGUE / @TRULYSOCIALINC
  • 37. Remix Culture #1: ”Stans” People don’t just watch their favourite shows or play their favourite games any more. They participate in it. From online forums to taking to social media to urge their beloved programs in specific directions (outraged over plot twists, for example), superfans, or “stans” have emerged as participants in popular culture. @MISSROGUE / @TRULYSOCIALINC
  • 38. Remix Culture #2: “breaking the fourth wall” The next level of remixing is when super fans decide to take the media from their favourite shows and games and remix it into something or take it on as their own identity. Examples of this are: ● Animated gifs ● Memes ● Vidding ● Fanfiction (Fanfic) ● Mashups ● Machinimas ● Cosplay ● LARPing @MISSROGUE / @TRULYSOCIALINC
  • 39. none of this is new. @MISSROGUE / @TRULYSOCIALINC
  • 40. meme mēm/ noun 1. an element of a culture or system of behavior that may be considered to be passed from one individual to another by nongenetic means, especially imitation. 1976! @MISSROGUE / @TRULYSOCIALINC
  • 41. A FEW EXAMPLES OF MEMES PRE-INTERNET @MISSROGUE / @TRULYSOCIALINC
  • 44. Other examples of pre-internet Stan remixing: ● Vidding: Kandy Fong in 1975 - she played a slideshow of her favourite Star Trek stills to music...on a PROJECTOR! ● Cosplay: though it wasn’t named Cosplay until 1984, the practice of dressing up as your favourite characters began in 1939 at the first World Science Fiction Convention in NYC. ● Fanfic: theoretically, this practice goes back to the era of Homer, but the first instance of the phrase “fan fiction” was recorded in 1944. ● LARPs (Live-Action Role Playing): these go back to the 1600’s with historical reenactments. @MISSROGUE / @TRULYSOCIALINC https://techcrunch.com/2015/03/22/from-artistic-to-technological-mash-up/
  • 45. People participate. That’s what they do. @MISSROGUE / @TRULYSOCIALINC
  • 46. Audience shifts in summary... 1. Attention is more scarce than ever 2. People expect things on their own time/at their own convenience 3. People are raising their voices to make changes 4. People trust other people (and look to one another for the truth) 5. Everyone can be (and is becoming) a content creator 6. People don’t want to consume culture, they want to live it @MISSROGUE / @TRULYSOCIALINC
  • 47. pushing messages - no matter how ‘entertaining’ - is an ineffective way to communicate in the social era.
  • 48. ways to rethink storytelling in the social era3@MISSROGUE / @TRULYSOCIALINC
  • 49. #1. From campaigns to relationships #2. From messaging to listening #3. From branding to participation @MISSROGUE / @TRULYSOCIALINC
  • 51. CAMPAIGNS ARE… ● Short term ● Tentpole ● Planned ● Rigid ● About immediate results Examples: advertising, press releases, stunts, influencer marketing, “viral” videos RELATIONSHIPS ARE… ● Long term ● Always on ● Uncertain ● Flexible ● About slow (but meaningful) results Examples: social media, content marketing, community building, influencer relationship management, loyalty programs @MISSROGUE / @TRULYSOCIALINC
  • 52. Storytelling as relationship (and not a campaign) In an effort to build bridges and give a human face to the TSA while at the same time providing useful information (and seasonal reminders), Bob the blogger posts year-round images and funny stories about what people try to carry on while flying. This is not only entertaining, but it’s incredibly useful. Some stuff I didn’t know: @MISSROGUE / @TRULYSOCIALINC
  • 53. YOU CAN TRAVEL WITH PIE. @MISSROGUE / @TRULYSOCIALINC
  • 54. YOU *CANNOT* TRAVEL WITH A MUG THAT HAS A GUN-SHAPED HANDLE. @MISSROGUE / @TRULYSOCIALINC
  • 55. SHRUNKEN HEADS ARE A-OK (BUT YOU MAY WANT TO ASK CUSTOMS AS WELL). @MISSROGUE / @TRULYSOCIALINC
  • 56. SERVICE DUCKS ARE A THING. (BUT ASK YOUR AIRLINE) @MISSROGUE / @TRULYSOCIALINC
  • 58. MESSAGES ARE... ● One-way ● Outbound ● Intended to speak at/to ● Delivered ● Read only Examples: PR, advertising, “viral” videos, content marketing, email marketing, direct mail LISTENING IS... ● Two or multi-way ● Inbound ● Intended to learn from ● Exchanged ● Read/write Examples: online conversations, tweetchats, town halls, social media monitoring, community management, keyword alerts, forum monitoring, Facebook groups, online communities + forums @MISSROGUE / @TRULYSOCIALINC
  • 59. Storytelling as listening (and not messaging) If all you do is content marketing, you aren’t taking full advantage of the social web. This amazing Ask Me Anything (AMA) on Reddit from the CRTC on the topic of differential pricing is an amazing example of how government services can use these tools to engage and learn. @MISSROGUE / @TRULYSOCIALINC https://www.reddit.com/r/canada/comments/54kz6g/i m_from_the_crtc_and_we_want_to_know_what_you/
  • 61. Social is also where the WORST of people can come out: ● Trolls ● Posturing ● Echo-chambers ● Pitchfork mobs This animated gif was posted on the Pol.is blog from a talk given by founder Colin Megill. Their tool has found a way to cut through the divisiveness of social media to find converging opinions. There *IS* a downside (but also a solution?) @MISSROGUE / @TRULYSOCIALINC
  • 62. the key is in how you listen. @MISSROGUE / @TRULYSOCIALINC
  • 64. BRANDED MEANS... ● Hierarchical ● Rigid/policed ● Owned ● Closed ● Consumed PARTICIPATION MEANS... ● Democratized ● Fluid/open ● Exchanged ● Interactive ● Made @MISSROGUE / @TRULYSOCIALINC
  • 66. “In order for governments to be open, responsive, and engaging, community members must feel they are active participants in building government, and that their participation can influence decisions about issues that affect them.” https://www.codeforamerica.org/practices/civic-engagement @MISSROGUE / @TRULYSOCIALINC
  • 67. 5 Key Elements of Effective Community Engagement [https://www.codeforamerica.org/practices/civic-engagem ent] 1. REACH - define your audience + make sure the underrepresented are heard 2. INFORMATION - present clear, accurate, and simple information in plain language 3. CHANNELS - online and off - meet people where they are 4. PRODUCTIVE ACTIONS - communicate clear, simple, and meaningful actions people can take to reach their goals. 5. FEEDBACK LOOPS - don’t leave them hanging! Show how their participation makes a difference. @MISSROGUE / @TRULYSOCIALINC
  • 68. AND it’s happening here! In July of 2017, Minister Scott Brison announced the launch of the Canadian Digital Service. Learning from early adopters like 18F, Code For America, Code for Australia, and the Government Digital Service in the UK, the CDS is putting together the best of breed for the Canadian implementation. As Minister Brison wrote in his announcement blog post: “We can’t be a Blockbuster government serving a Netflix citizenry!” @MISSROGUE / @TRULYSOCIALINC
  • 69. but people won’t trust and engage overnight @MISSROGUE / @TRULYSOCIALINC
  • 71. #1. Stories are ongoing and ever-evolving. [RELATIONSHIPS] #2. Stories are about listening and connecting. [LISTENING] #3. Stories are lived. [PARTICIPATION] @MISSROGUE / @TRULYSOCIALINC
  • 72. @MISSROGUE / @TRULYSOCIALINC stories lived are the stories that stick.
  • 73. @MISSROGUE / @TRULYSOCIALINC Thank you Tara Hunt, President Truly Social Inc.