Category: Storytelling

There Certainly Was (Something About Olive)

Smart Bloggers, Storytelling

When we think of social media, we often think of younger people. We think of people who are fully-immersed in the world of Web 2.0 — a 3G iPhone in one hand and an attitude ready to take on the world and win. But even a cursory trawl through the wonderful world of the blogosphere will show that there are many others using social media to connect with their friends and others with agile like-minds.

Last year I marvelled at the spirit of the world’s oldest blogger, Olive Riley. And while her story was mediated — discussed and typed up by someone else — Olive soon found that there was a certain pleasure in conversing with people from all over the world. Being 108 years old, Olive was able, through her blog, to share snippets of her life — reflections on her childhood as well as current realities — in a way that is often overlooked in the rush for the latest new thing. It is clear that Olive was a master storyteller — her personality, sense of humour and zest for life (even her crankiness) all coming through in each and every post.

Alas, Olive’s last blog entry has been written. Over the weekend, Olive passed away peacefully. May she rest in peace.

Coming to Love Classical Music

Creativity, Smart Bloggers, Storytelling, Videos

Katie Chatfield shares this great presentation at TED by Benjamin Zander. It takes 20 minutes to play, and at its completion, you will come to love classical music.

Six minutes in, Benjamin positions this transformation beautifully — in terms of leadership. As he says, “one of the characteristics of a leader … [is] that he not doubt for one moment the capacity of the people he is leading to realise whatever he’s dreaming”. But then, Benjamin spends the rest of the time taking us on a journey, inviting us into his own story and into the story of the music which is his passion. He explains how the music taps into our emotional intelligence and then demonstrates its power by asking us to go deeper into the music — to make it personal.

He wraps up this artful talk magnificently with anecdote and personal story, explaining his own revelation — “My job is to awaken possibility in other people”. Fascinatingly, he also demonstrates how you can tell when this has been achieved … but you will need to watch until the end to understand. Not a bad way to spend a lunch break on a Friday afternoon. Enjoy.

Where the Hell is the Sponsor?

Social Media, Storytelling, Videos

If your brand is struggling with social media — wondering how to become involved with a “viral” marketing activation, there is much that can be learned from Stride Gum’s involvement with Matt Harding and his Dancing Matt videos.

The folks at Stride Gum took an interest in the videos that Matt took while travelling. These videos show Matt doing the “only dance” that he knows how to do in a number of places around the world. And while these were initially done for the benefit of his family, they were absorbed into the great viral milieu and spread far and wide. The videos worked because they manifested the P-L-A-Y framework as I discussed yesterday (and in more detail here).

  • P — for power: the videos demonstrate the power of belonging, the desire to connect
  • L — for learning and curiosity: Matt chooses his locations well. He sparks recognition in the locals and curiosity in everyone else.
  • A — for adventure: through this very simple visual storytelling, Matt stimulates our own sense of adventure. Importantly he also demonstrates that despite very different circumstances and locations, that we are connected to others in a primal, joyous way — a connection that has no regard for language or alienation.
  • Y — the yelp of surprise and delight: just watch this and you will know what I mean.

After seeing the videos and their impact, Stride Gum approached Matt, and sponsored him to travel around the world again, this time on their dime. Again, this was a great “viral” achievement. After that success, and after thousands of emails, Matt returned to Stride Gum and suggested he do the trip again — this time inviting the community to participate. Those who had emailed and commented on his blog were invited to perform the dance with Matt … the result is shown below. Fanstastic.

But even better is the approach taken by Stride Gum. While they could have plastered their logo throughout the clips, provided T-shirts to participants etc, they are content with what is effectively a post-roll credit. This allows us, as viewers, to be drawn into the story and into the experience. It allows us the possibility of transference from passive recipient to imaginary participant. It grants some respect to the story, the communities who participated and the viewers. And it really puts a smile on my face.

Special thanks to Ian Lyons for introducing me to Where the Hell is Matt!

Blogger Spectrum

Smart Bloggers, Social Media, Storytelling, Web 2.0

We had an interesting social media discussion on Plurk today (now known as a Plurkshop) that raised a lot of questions. There were many participants in the quickly shifting conversation, including Amber Naslund, Connie Reece, Tim Jackson, Beth Harte and Mack Collier. The conversation started by talking about managing conversations across different platforms (Amber has a great wrap-up here), but along the way, the conversation shifted and changed. One of the questions that was raised concerns the objectives of social media — how do you use/activate social media and why. The answer depends on where in the media spectrum that you sit.

At the far end of the blogging spectrum, there is the lone blogger who is writing for their own enjoyment — the diarist. Then comes the activist or even passionate brand evangelist. In the centre is the Careerist — the blogger who writes as a demonstration of their skills and expertise. Next comes the “expert” blogger who writes about their area of knowledge. Then there is the corporate blogger which is written from a business perspective. Professional  bloggers can roam across any or all of these categories (and I am sure there are many others). But each of these bloggers will have their own objectives ranging from the personal to the professional — but there is something that they have in common — a desire to create a community.

BloggerSpectrum

Even the most strident blogger will gain some kind of pleasure from having their material read. They will love a comment here or there. They will thrill to a rise in subscriptions. Why? It is about community. In many ways, we build our world around opposing forces — our friends and our enemies. We can have a community that encompasses both.

So, is building a small community, or readership worth it? Clearly it is. Those blogs with a handful of readers/commenters will only continue as long as there is some form of value exchanged. But even the most personal of blogs may, at some point, become a money making venture. Take for example, the story of Lucas Cruikshank who has built a formidable YouTube subscriber base. At first instance, you can wonder what can drive a 14 year old to write, produce, star in, and distribute a series about a six year old — but clearly, in doing so, Lucas has opened opportunities for himself and his family (while at the same time building his own skills and experience).

You may not start with the aim of turning your social media/content into a business, but once a community forms and achieves a critical mass, opportunities will be pulled into your gravitational field. This is, perhaps, the great leveller of social media — the traditional barriers to entry in media are related to reach and production cost. Both are dramatically lowered thanks to social media.

After all, with social media, it is not where you start that is important. It is the journey, and the story that you tell (or allow to be told) along the path.

The Little Book of Travel

Storytelling

Quilter's Travel CompanionA while back, Kris Hoet told me about a project he was working on … a blog about the trials and tribulations of the frequent traveller. This blog, The Little Book of Travel, was a collection of stories from those who travel frequently.

Now, Kris has decided to reinvigorate this project, and has invited a few others to contribute. I am lucky to be one of those. My first story, Strike While the Iron’s … has just gone live. Hope you enjoy it … oh, and be sure and check out some of the other stories. Good fun. Glad I wasn’t there!

Microsoft Digital Advertising’s Inspiration, Anyone?

Digital Strategy, Storytelling

If you were lucky enough, last week you would have seen some constructed outtakes of Geert Desager’s next instalment of Bring the Love Back on Facebook. But now, you can get a preview of it right here!

It is called "Inspiration, Anyone?" (prompting calls of Bueller, Bueller?), and it looks at the ongoing fallout between brands and consumers. Interestingly, it looks like there could be some collateral damage — with the preview taking a swipe at advertising agencies as well. Looks like the sacred cow, may in fact, be purple. Can’t wait for the full release.

What’s Your Brand’s Tag?

Branding, Smart Bloggers, Storytelling

Brandtags When you think of a brand, what word pops into your head? What about your favourite products — what word? As a marketer, I often wonder what this one word would be … I wonder whether the messaging that has been constructed is cutting through and whether it resonates with people.

More importantly perhaps, is another question — do these messages build on or extend the experience of the brand? In particular, I am interested in understanding whether people adopt these words as a way of describing their relationship with the brand — and if they do, great. The importance of this, is that the foundations of our brand’s story lives in the WAY in which your brand is experienced. It is not about the MESSAGING or even the DESIGN appeal, but in the way people construct their STORIES of using, engaging and even consuming your brand. After all, every experience is captured as a story.

Think about it … what is your best childhood memory? To explain to me, you need to tell a story. You will have told this story to yourself many times over the years. It will have been reinforced. Changed. Revised with new insight and knowledge. But it is the story that captures the ESSENCE of the experience. And this is why messaging is still important — it provides a framing device around which (hopefully) people will interpret their experience with your brand.

This is why I find Noah Brier’s Brand Tag experiment so fascinating. First up, you observe a logo and then enter a single word response describing that brand. You can do this for as many logos as you wish. But then, the best bit — you can browse the brands and see the responses as a tag cloud — with the more common descriptors shown in large type.

Now, here’s a challenge to all the marketers out there … write down three words describing your brand. Go to Brand Tags and browse to your brand’s tag cloud. How prominent are your three words? Hmmm. Scary.

A Mind Full of Stories

Storytelling

old stories
Originally uploaded by Mr. Mark

This year is already confounding me. There are shifts in my thinking and in my actions that I am yet to understand. I am looking at the ghosts of last years’ ideas and wondering where they stand — whether they are real, imagined or waiting to be shouted into existence. And all the while time is standing still … it feels like the end of January in my mind, yet the calendar boldly tells me it is mid-month.

I have a mind full of stories and I am wandering between them all. In one corner is a half-imagined novel that I have dreamed of writing for years. For some reason it has taken a stronger shape now — I have a location and a number of connected ideas. I even have the starting lines and a sense of where the first parts will go. I am interested, yet not driven to write this yet … perhaps I am biding my time, or worse … procrastinating.

There is another, in the corner to my right. This story is all shining lights and bright covers. It is a short piece I have been meaning to write for some time … but something that I have also been avoiding. We stare at each other through a veil of promise. I think we may speak later this week — even if our dalliance is only short term.

Over by the doorway I can see an old infatuation. She winks at me and turns away. For all the world I want to run past the peeling paintwork and draw her back into my orbit. But each time I take a step I am interrupted by thoughts, ideas and new obsessions. I kid myself that "one day" will be the day that things change. One day.

In the mirror I am always shocked by the face staring back at me. I look through the bright eyes, hold my hands up before my face and expect the smoothness of youth. There are many stories that we COULD tell … but we often falter at the first paragraph. This year I plan to tell and experience a few dangerous stories. How about you? What have you got to tell?

Music as the Soundtrack to our Lives

Music, Storytelling

When I first visit a new friend’s home I find myself drawn to two things — their bookcase and their music collection. From these two personal, living artefacts I can glean many things … I look for similarities with  my own collections and also for differences. I look for recognition — is there something that I have heard about but never explored? What stands out and why? By digging into these two different collections it provides me with an entry to the narrative of my friends’ life — no matter where I dig in I am sure to learn something about some part of their life.

Of course, this can sometimes be a fraught and dangerous investigation. From time to time, this kind of personal archaeology can uncover the key date piece. This is the piece of music or the book that marks a trauma or a major personal change … and in bringing up a discussion about it can change the relationship you have with your new friend. For better or worse (I am sure you know what I mean).

For some time I have been updating another blog which carries a series of YouTube videos of the music that I love. Each song has been specifically chosen for a reason. In many ways, every song is a key date song … every piece marks a turning point for me in some way. Sometimes I write an explanation of this, and at other times I let the music speak for itself. Feel free to take a look, comment or suggest your own favourites for me to listen to!

At the moment I am listening to Bridal Train by The Waifs. When I first heard this band I was not impressed, but they have, over time grown on me. In fact, one of the turning points was the interview that they did on a TV show — Enough Rope with Andrew Denton. In the interview they talked and played, telling the story of their lives and music, interweaving discussion with short performances and heart-felt honesty. The story of Bridal Train, which won the 11th Annual USA Songwriting Competition (the first time it was awarded to a non-American group), and the short performance, was part that got me. (Unfortunately the video below only covers the segment where the girls talk about being live on stage with Bob Dylan.)



This song tells the story of their grandmother who married an American sailor during WWII and caught the train from Perth to Sydney and then sailed to her new life in America. Take a listen below.