change their minds · the stories you tell should build esteem and pride with your engaged base,...
TRANSCRIPT
CHANGETHEIR
MINDSone story at a time
4 key elements of digitalstorytelling that drive
engagement with your community
charterschools.org
@ MICharters
@ charterschools
@ MICharters
1.IDENTITYdefine your storyAs communicators, it's our job to find the best stories - but then what? How do you use thosegreat stories to change public perception, or influence your local lawmaker? Simply put, greatstorytelling demands a consistent, powerful brand. It means looking at those great stories anddefining what sets you apart, then finding more and more stories that fit the mold, and finallysharing them with common, meaningful messaging that makes people listen. Here in MI, we callthat "Pure Michigan" - a beautiful vision of saltless lakeshores, narrated by Tim Allen,highlighting everything 'up north.' 80% true, 20% questionable, 100% successful.
takeaway #1: create your brand platform
takeaway #2: tell meaningful stories
takeaway #3: drive brand cohesion
Ask yourself, what is your unique value? What sets your organization apart? Whatis your competitive advantage? Your brand platform should include colors, personality tones, storytelling pillars &more - and you have to use it consistently!
Good stories are authentic, relatable and representative of your brand. Developkey relationships that help you find the best ones. The stories you tell should build esteem and pride with your engaged base, andbuild interest in those outside the movement. Are your stories evoking emotion?
Each communication channel should reflect your brand - but they don't have tolook the same. Know what works on each channel, and build unique content.When someone arrives on your Facebook page, they should feel the cohesion ifthey visit Twitter or your website.
Brand basics: creating your platform Anatomy of a great story & where to find them Brand by channel - what works where
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2.AUDIENCEunderstand your 'listeners'
As Michiganders, we know that context is EVERYTHING. From 'party stores' to 'pasties' to 'pop,'we're a little different - and for outsiders it can be pretty confusing, so clear communication is amust. The same rules apply for those of us in the charter world, because our success isdependent on making meaningful connections with our neighbors, lawmakers, state officials &media - many of whom can be pretty hard to reach. That means not just telling your story, butknowing who's listening so you can adapt your message for maximum impact.
takeaway #1: identify the important players
takeaway #2: build great personas
takeaway #3: adapt your engagement tactics
Students and educators are only one half of your key audiences - media,lawmakers and community influencers can have a BIG impact on your school.Consider your existing narrative - who's talking about you right now? What are theysaying?
What are the goals and interests of your audience? What motivates each audienceset? How can you adapt your story to address those motivations?Understand which platform or medium is best to reach each persona.Prioritize audiences - who can you have the most impact via storytelling?
Track your engagement outreach efforts for maximum impact. You need to accept that people in your community have by default bought intoyour traditional counterparts and if you are not owning your value proposition youwill never feel like you are a part of your community.
Creating meaningful audience personas Tracking your key audience relationships
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3.STRUCTUREorganize your storytellingBudget tight? Don't want to fly? Want to bring the dog? The clear answer to your vacay dilemmais CAMPING, and in Michigan we have LOTS of options for that. But for any of you glampers,non-campers or camping novices, be aware: it takes a special set of skills to pull off a good ol'fashioned camping trip, and a lot can go wrong (fast) if you're not prepared and organized.Well, social media is the camping of communications, and if you're not structuring your greatideas and putting process around storytelling, your awesome work will quickly fail. Never fear,think of your social media platforms as campfire conversation starters, not highway builders.
takeaway #1: organize your 'what' & 'when'
takeaway #2: empower many storytellers
takeaway #3: Budget for social storytelling
Create standard 'buckets' of content you want to share (teacher profiles, classroomfeature, etc.) - those buckets will help you look for the right 'stories'Determine how often you want to post on which channels - make sure all of yourcontent publishers understand those expectations.
Share the love - empower multiple content publishers to spread the work load.TRAIN the storytellers on creating the perfect post, responding to angry comments,staying on 'brand,' etc. Be accessible to your storytellers as a resource when crazy things happen.
Social media can be much more cost-effective than traditional marketing - and youDO NOT have to spend lots of money on digital ads to be successful.Incentivize your content publishers for their great work. Whether that's a stipend,gift, bonus, etc. - they're providing an additional professional service.
Organizing your content for publishing Social 'reporter' expectations/responsibilities Sample budget: social/digital storytelling
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4.AUTHENTICITYfearlessly own your story
To those of us natives, nothing says "Michigan!" like Sleeping Bear Dunes, Mackinac Islandfudge & the Paul Bunyan trophy - but for most non-Michiganders, our story is probably aboutDetroit's demise, the Flint Water Crisis and Larry Nassar, much of which has been virally sharedon social media. Here's the bottom line: whether it's good or bad, your story will get out there -but proactively using social media to spread the good will help build a base of engagedsupporters, who come to your aid when needed - as well as create a solid brand that canweather the storm when the bad stuff drops. Own your story, believe in the process.
takeaway #1: be authentic
takeaway #2: be vulnerable
takeaway #3: track the progress
Showcase your 'quirks' - talk about your mission, special programs, educators, etc.Don't over-script your content - let your different social reporters shine. Be human when issues arrive - practice empathy with haters & parents on social.
Putting yourself out there on social/digital media opens you up to connect withtons of new people - accept that it also opens you up to criticism.Trust in your brand to weather the storm, and that your engaged base ofeducators, parents & advocates will set the record straight.
You should naturally see an upwards trend of increased student enrollment andteacher recruitment/retention.Listen to your teachers, parents and community members - if you're doing a greatjob telling your story, people will be talking about it.
Uncovering your 'value proposition' Social media do's & don'ts Responding 101: managing social engagement
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connect with the experts
c h a r t e r s l e a d
HAVE A QUESTION? WE'RE COLOR CODED TO MATCH OUR EXPERTISE AREA.
GRACE NOYOLA
Grace brings a keen eye for visualdesign and brand storytelling toMAPSA's communications team.
mapsa
BECKY CARLTON
Becky has spent nearly 10 years withMAPSA, and is a master relationship
builder and marketing guru.
mapsa
SARA MOONEY
Sara oversees marketing, centralcommunications & development for
Choice, and has led critical storytellingalongside schools like WMAES.
choice schools associates
KERRI BARRETT
Over her 6 years at WMAES, Kerri hasdriven an outstanding academicprogram & increased community
visibility using social/digital media.
west mi acad. of environmental science