Archive for the ‘Storytelling as Social Media’ Category

Story about Transcending HIV/AIDS Stigma in the Workplace

Thursday, December 2nd, 2010

Check out our recent project for Free Range Studios and Levi Strauss.

It’s a moving comic book that tells the story of an HIV-infected employee and the challenges she faces. In my research around the web I found so little media about stigma in the workplace, and I come away from the project really impressed with the work Levi’s is doing on the issue. We dove deeply into complex information and various presentations they had in order to come out with a narrative that reflects the issue, the personal journey, and the policy.

Addressing stigma through story

Toyota’s Crowdsourced Storytelling Campaign

Wednesday, August 11th, 2010

I’ve always thought Toyota was a great brand. I’ve had two Toyotas, both used little guys that seemed to last forever…just add a little oil. Now Toyota’s hit the skids a bit, and though I switched to biodiesel-ready Mercedes almost a decade ago, it’s still a brand I believe in. They sense there are a lot more people like me out there, and have launched an interesting crowdsourced story platform on Facebook, the type of which we’re going to see A LOT more of. The campaign is called “Auto-Biography” and features something I call storysourcing, which combines written stories, videoed stories, and in the future, animation.

People love to tell  stories about things they love. Storysourcing is the method of leveraging that that passion through audience-created written, photographed, or videoed stories of experiences that clearly support an an organization’s brand.

Nobody can tell those stories better than your audience. No agency, no famous commercial director. Toyota (and Saatchi, who created the campaign) has found a good structure here; since July 2, they’ve supposedly collected 5,400 stories on Facebook. It shows Toyota’s belief in the power of story, the power of social media and the power of their audience’s voice. It’s a good number considering they’re not even giving out prizes. Really small barrier to story entry: just choose your car and type in your little story, and maybe they’ll show up with a camera and film you. Very smart.

The campaign does the following:

  • strengthens Toyota’s audience engagement
  • heightens (and helps repair) their brand authenticity
  • gives Toyota serious fodder to expand their social media presence

The content is a wide variety of compelling, highly targeted and inspiring stories to be posted and reposted with a dash of branding, and evoking a high level of audience trust. I saw one cool video called the “Boller Camry Tree” about a family that have been driving Toyota for years. The 14 year old kid is hoping to get the Camry hybrid for college; the mom doubts it.

Toyota is culling a small selection of the best stories to market more widely, has used eight of them in commercials…and supposedly they’re going to animate them. I’m looking forward to seeing this.

Compare Toyota’s campaign to Thermos’ recent ‘story’ project. Looks like actors telling stories that aren’t really stories, and aren’t really interesting…too bad.

Toyota shows once again that they get it.

See the Ball, Be the Ball: Thoughts On Storying Our Way Out of this Mess

Wednesday, July 14th, 2010

It was a foggy day at Tilden Park’s beautiful redwood-lined driving range. My brother-in-law had been giving my son Izzy lessons for years and I finally decided to tag along and get some pointers myself.

See the Ball, Be the Ball

After I sent balls flying this way and that for a while, Nate stepped up to the tee to show me how it was done. “You have to see it before you do it,” he said, pointing out to the green. “See where the ball will land. Then aim and swing.”  He whacked the ball, turning it immediately into a white pinhead traveling far out on the horizon.  “Now you,” he said, as he handed me the club.

I shrugged, and tried to conjure up a vision of the ball landing firmly on the green, but I came up blank. The vision system wasn’t working. I swung, and sliced the ball so far to the right it was almost behind me—if it were baseball I would have hit the popcorn guy. The next hour was more of the same.

I just couldn’t SEE the ball going in. My mind was too busy with the wide variety of details. Shoulders, wrist, hand, stance. Foot, shoes, eyes, pants. It was all too new.  My vision channel was jammed; all that came up was white noise and squiggly screen…much like when I was 12 and I used to try to watch the “R” rated movies on ON-TV. My rational mind was so busy thinking, it was short-circuiting what my imagination could actually envision.

Then this past week, one conversation made it all clear, my row-mate on a flight to Chicago downed many Bloody Marys and shared moderately boring stories of being a fiber optics technician. Through a mouth full of chewing tobacco, Tim told me about a recent conversation with his father, a retired Air Force pilot, about oil in the Gulf.

“He said to me, Tim, I know we’re going to have to change our ways. We just don’t know which way to change them.”

Then it occurred to me. As with golf, so with oil in the Gulf.

It’s one thing to be able to see the ball landing on the green. Or to to envision ten million dollars in the bank.  But it’s another thing altogether to have a vision of a world beyond oil.

That’s a ball that is just damn hard to see on the green.

One might say we need a charismatic leader to do the bold visioning for us (evoke moon landing here). Or the world’s smartest people to have a Manhattan Project for energy. Then of course one may also say we need “a crisis” (I quote this because it has no further definition in these conversations) for people to change their ways.

Even so, the crisis is just the catalyst; we still need to be able to see the ball on the green.

Al talks serious business

In the past decade since I’ve been paying attention, I’ve seen a huge shift in environmental awareness, such as ecological products, green energy investments, political will, car fuels, and even in the natural food content in my mother-in-law’s kitchen. An Inconvenient Truth told millions how bad things might get. Wall-E showed still more millions how bad things might get after that.

But there’s been one critical area where we have been lacking, an opportunity I feel is just below the surface, and it’s ready to burst out. In order to hold a vision and work towards it, we need to not only be educated and entertained: we need to be inspired. We need transformative stories that bring us from anger into solutions. Stories that can be repeated again and again by everyday people, stories that tantalize dreams and propagate technologies and propel college students into new careers and new inventions. We need stories that serve our need for overcoming conflict and quest and feed our dreams for a new way of living.

Lonely Robotic Futures

Stories that illuminate that you don’t have to go back to living in a cave in order for society to survive.

These stories will help our society look forward several generations from now and see our ball on the green. A few balls might be thriving rainforests, clean rivers, a prison population dwindled as our economy is strengthened, vastly re-localized food, flourishing farmers, oceans free of plastics and oil rigs, and thriving with salmon and pelicans flying overhead. And no, these aren’t just a liberal stories. They can’t be.

These stories will be written or performed, in many shapes and sizes.  Some may be Avatar sized, others Lorax-sized. Some may be alternate reality games like World Without Oil or like Heroes creator Tim Krieg’s new Conspiracy for Good–and some might be board games. Many will be tied in with creative actions, incentives and social networks. Some may be told by Buckminster Fuller types, others by Steve Martin types.

Some may be stories belted out streetside, by mad nouveau beat poets riffing their rhymes that just happen to have flip cams. Some will be real life stories of adventure, others nearly unfathomable fiction. Some will be sponsored. Some of these future-stories may come from Hollywood, at least from Participant. Some will be told from the future working backwards, like the Free Range oldie Climate: A Crisis Averted.

Future Flick by Free Range

Others might come from you.

The challenge is for the storytellers to take to the course, to tell enough stories from enough angles that a meta-narrative evolves…and so that we, too, begin to see these possible futures. And adopt one or two as our own. And see ourselves in them.

I believe these stories are brewing. Believe it if you want to; I believe it because I have to.

The Storytelling is a-Changin’

Monday, March 15th, 2010

Here’s a very interesting post I just came across, further reinforcement to me that the nature of how we tell and distribute stories, and how we bring ideas to reality in our communities are dramatically shifting. Admittedly, I haven’t seen this yet executed, but that’s not really the point to me. The point is it’s being discussed, explored, acted upon. Media—>Action

From Robert Patterson’s blog:

The New Reality of Engagement – Stories that Drive Action

Why should we measure story in a new way? Because using story well is our great chance in public media to be the leaders of our time. To help Americans take back their power to control their lives and their communities.

How do we do this?

Deep change is all about a change in the collective story. It is a change in the way that people, think, feel and act.

* First of of all, there is the the appearance of a new and way-out idea that violates the status quo – such as say Local Food – the 100 mile diet. The idea itself is tested by the immune system of the wider community. Often a breakthrough is accelerated by a good book – for Food: The Omnivore’s Dilemma. For the Environment: An Inconvenient Truth. In 1776, “Americans” are stirred by a way out new idea that a people did not need a King. No book but a document, the Declaration of Independence, filled with ideas that were not self evident at the time, energized people to defeat the greatest world power of the time. They made the idea of democracy real. This is how all new paradigm stories start.

Complete story here.

A Recipe for Good Crowdsourced Storytelling

Thursday, March 4th, 2010

A Recipe for Good Crowdsourced Storytelling

A long time ago, in the summer of ’01, in the wake of the dot-com bust, I created a series of underground interactive travel story show called “Journeys.” The motivation was to capture the stories of the people that had come to San Francisco from all corners of the globe…before they went home. The show was made up of a combination of professional performers and raw audience stories, all backed up by a great three-person music ensemble.

So why, you ask, am I bringing this up now? I most recently completed a consulting project helping a company create a strategy for crowd-sourcing video stories from their biggest fans. I drew a lot of the ideas from my experiences in putting on the Journeys shows. While the notes below were about creating a powerful audience-storytelling environment in the theater, I find them relevant to the user-generated content world.

Provide a clear framework for each show (or genre). Our story recall is like a searching a hard drive: the more specific the search the better. A clear invitation (theme: Lost in Translation: Language Mishaps) is both easier for the storyteller and clears the path for a more interesting experience overall. Reflect the power of the stories we bring, and that everyone has a story.

Have a clear, strong story invitation. Make sure potential storytellers know how we define ‘telling story’. Story in this case is ‘something was told at dinner that resulted in a powerful audience reaction.’ Set clear time parameters (suggested 3 minutes) for each story.

Give the story some music: Whether you’re a songwriter, dancer, or spoken word artist, music will deepen the story experience. Not required but a nice add on.

Seed the show with strong but not too-seasoned storytellers: Set the bar of what a well-told story looks like and feels like. Performers may range from professional to passionate amateur, but the average quality of featured stories should maintain a level of quality that leaves the audience inspired, not daunted.

Connect the audience to one another: Provide the audience members with a way of seeing each other and honoring their own histories through simple fun introd uctions that allows them to see one another. Invite audience members to share stories at home in the same way. For example: Now, take 3 minutes to turn to a person next to you to share a story about something you got in trouble for as a kid. (Note: nowadays this is can also relate to creation of a user profile).

Provide a featured audience story: Open the stage to feature the well-told audience member story. Also, make sure throughout the show and in the marketing outreach the audience members are clearly invited to reflect on their own stories. This is a constant reassurance that keeps the attention from being too strongly set on the best or most highly-rated storytellers, and entice greater participation.

“Prometheus Power” and other Relevant Myths

Wednesday, March 3rd, 2010

Since the beginning of time, mythology has helped people to better understand the world around them, or as Joseph Campbell said, put our “mind in touch with this experience of being alive.”

When I was seven, I dove into every book on Greek mythology I could find in the Boise Central Library (yes there were more than one). I was captivated by the adventures of the gods…one of my favorites was of Prometheus sneaking up Mount Olympus to bring fire to the people.

Prometheus Brings Solar Myth

Prometheus Shares the Light

I still love reading the old myths. But more and more I’m asking: what of today’s myths put our minds in touch with the experience of being alive in a sustainable society? When we think of our energy future, or when we begin to learn about fish eating plastics in the North Pacific Gyre, where is the myth to provide essential guidance, the hero’s journey that provides an ethical compass that brings us more close in touch with the realities of our world?

Walt Disney of course did a great job of bringing old myths to the screen. One of that I recently saw my son watching was Paul Bunyan:

Hey, Paul (Keep swingin’, Paul!) Paul Bunyan
Cut that timber, show him now
Beat that city slicker now
Hey, Paul
(Get up, Paul!)
Paul Bunyan

No wonder we got into these environmental challenges with guys like Paul as our inspiration. And perhaps we just haven’t had enough time for the new stories to bubble up. Maybe the environmental challenges of modern society (pollution, depleting fuel sources, deforestation, plastics in the Gyre) have occurred too quickly for inspiring stories to rise to the forefront.

James Cameron brought us Avatar, a myth that gives us insight into the interconnectedness of nature. Pixar made Wall-E which gave us a great way to see the pitfalls of a wasteful society, although I would have liked to see a bit more about how to avoid such a world. I’ve had more than a few conversations on this topic with Jonah Sachs, my friend and associate who co-founded Free Range Studios–see The Meatrix and Story of Stuff–both short films that are good examples of modern myths (although admittedly The Meatrix is more of a classic story). But these kinds of stories are still few and far between.

Paul Bunyan sure could cut down those forests. And we’re thankful to have houses to show for it…but as we’re considering the idea that keeping what remains of our forests could be a good call, Paul and his ox Babe are going to have to make way for other myths that tell us about the forest. And about the oceans. And our trash. And while we’re at it, I’m hoping one day to see Prometheus passing out solar panels.

Crowdsourcing site helps publishers find…

Wednesday, March 3rd, 2010

Crowdsourcing site helps publishers find new authors http://ow.ly/1dST4