show, don't tell: online storytelling through digital media

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Show, Don’t Tell: Online Storytelling Through Digital Media March 23, 2016 Presenters: Christian Anthony, Online Director - Earthjustice Natania LeClerc, Sr Digital Engagement Strategist - ThinkShout Lev Tsypin, CEO - ThinkShout

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Page 1: Show, Don't Tell: Online Storytelling through Digital Media

Show, Don’t Tell: Online Storytelling Through Digital MediaMarch 23, 2016

Presenters:Christian Anthony, Online Director - EarthjusticeNatania LeClerc, Sr Digital Engagement Strategist - ThinkShout Lev Tsypin, CEO - ThinkShout

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HousekeepingCollab notes: http://po.st/stories-16NTC

#16NTCstories

Submit your session survey: http://po.st/KcJCpf

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Traditionally

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Traditional Media

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What is digital storytelling?

ElectronicNon-physical mediaExpands reach + engagement

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Why should we care?

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Shiny object syndrome

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Selling an idea

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Emotional/human element

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Data on its own isn’t compelling enough

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What makes a good story?

Authenticity EmotionSimplicityDroids

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Focus areas

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Cause > Organization

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Outside > Insider

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Audience + Intent

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Goals

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Capacity

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Curate

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Message before Medium

source: https://www.rockefellerfoundation.org/blog/digital-storytelling-social-impact/

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Find the right approach

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Photo Storytelling

Why do it?

Tools: Instagram, Flickr, Pinterest, Tumblr, Imgur…

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Photo Storytellingbestfriends.org

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Photo StorytellingPlannedParenthood.org

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Photo Storytelling traveloregon.com

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Photo StorytellingCapital Area Food Bank: Hunger Action Month

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Photo StorytellingCapital Area Food Bank: Hunger Action Month

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Photo StorytellingThe Salmon Projecthttp://www.salmonproject.org/salmon-live-here

Using the hashtag#BabySalmonLiveHere

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Photo Storytelling

Some caveats….

#FilltheBowl

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Curated Storytelling

Benefit: control the conversation

Tools: Storify, Twitter, IG, Facebook — anywhere people can submit content.

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Data Visualization

Benefit: More interesting than a spreadsheet

Tools: Canva, visual.ly, The Noun Project, Maps (combined with IG)

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Data VisualizationSPLC Hate Map

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Data Visualization

Rebuilding TogetherInfographic

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Video StorytellingBenefit: Ideal format; don’t focus on being viral. Produce good content.

Tools: Youtube, Vimeo, Vine, Periscope, Instagram

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Video StorytellingHumane Society of the United Stateshumanesociety.org

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Podcasting

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Great ideas. So now what?

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Hosted Platforms: Pros

• Easy to use.• Quick to get up and running.• Meet your users where they are.• Benefit from platform promotion.

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Hosted Platforms: Cons

• Brand dilution.• Limited control over the user experience.• Data silos & ownership.

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Microsite: Pros• Faster to build than a more complex site.• Lower cost.• Keep users focused on the message or task at hand.• More flexible user experiences.• Allows the use of services like SquareSpace.

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Microsite: Cons

• Need to create a unique experience from your main site.• Challenge of keeping content in sync between sites.• Challenge of maintaining multiple sites.• User confusion in navigating between sites.

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Microsite Example: Selma

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Content Managent System: Pros• Connect all the pieces together in one place.• Broader context for triggering calls to action.• Building trust by users always knowing where they are.• Editorial workflows.

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Content Managent System: Cons

• Slow, expensive process for updating a flagship website.• Story telling tools limited to what’s available.• Risk of distracting users.

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CMS Example: Facing History Home page

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FH Home Page: Tell a Story

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FH Home Page: Data Visualization

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FH Home Page: Calls to Action

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Christian Anthony, Online Director at Earthjusice earthjustice.org

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Photo Essay

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Case Study: The California Drought

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Case Study: The California Drought

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Case Study: The California Drought

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Case Study: The California Drought

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Case Study: The California Drought•Created Feb 2014. Updated July 2015.•6:57 avg. time on page•75k page views and counting•Consistent, organically-driven traffic

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Case Study: Colorado Forests & Coal Mining

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Case Study: Colorado Forests & Coal Mining

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Case Study: Colorado Forests & Coal Mining

•50K public comments submitted•$13.5K donations in post-action•37K pageviews•5:32 avg time on page

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Infographics

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Case Study: The Latino Poll

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Case Study: The Latino Poll

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Maps

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Case Study: Fraccidents Map

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Case Study: Fraccidents Map

•Over 2 million page views and counting•Consistent traffic through SEO and Google Ad Words bringing in valuable supporters•Used in our Welcome Series for new supporters•Two years later we sent out in our newsletter and it still resonates

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Case Study: Mountain Top Heroes

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Case Study: Mountain Top Heroes

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Case Study: Mountain Top Heroes

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Case Study: Mountain Top Heroes

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How do you know it worked?Depends on your goals

Analytics/Insight Reports

Find metrics that align with your goals

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All I need is a smartphone, right?

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ChecklistDetermine goalsMeasureMessagingMediumPrepTell your storyPromote it

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Final thoughts & QAFill out those surveys! http://po.st/KcJCpf

Collab Notes: http://po.st/stories-16NTC

Contact Info:Christian [email protected]

Lev [email protected]

Natania [email protected]

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Thank you!