show, don't tell: online storytelling through digital media
TRANSCRIPT
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
HousekeepingCollab notes: http://po.st/stories-16NTC
#16NTCstories
Submit your session survey: http://po.st/KcJCpf
Traditionally
Traditional Media
What is digital storytelling?
ElectronicNon-physical mediaExpands reach + engagement
Why should we care?
Shiny object syndrome
Selling an idea
Emotional/human element
Data on its own isn’t compelling enough
What makes a good story?
Authenticity EmotionSimplicityDroids
Focus areas
Cause > Organization
Outside > Insider
Audience + Intent
Goals
Capacity
Curate
Message before Medium
source: https://www.rockefellerfoundation.org/blog/digital-storytelling-social-impact/
Find the right approach
Photo Storytelling
Why do it?
Tools: Instagram, Flickr, Pinterest, Tumblr, Imgur…
Photo Storytellingbestfriends.org
Photo StorytellingPlannedParenthood.org
Photo Storytelling traveloregon.com
Photo StorytellingCapital Area Food Bank: Hunger Action Month
Photo StorytellingCapital Area Food Bank: Hunger Action Month
Photo StorytellingThe Salmon Projecthttp://www.salmonproject.org/salmon-live-here
Using the hashtag#BabySalmonLiveHere
Photo Storytelling
Some caveats….
#FilltheBowl
Curated Storytelling
Benefit: control the conversation
Tools: Storify, Twitter, IG, Facebook — anywhere people can submit content.
Data Visualization
Benefit: More interesting than a spreadsheet
Tools: Canva, visual.ly, The Noun Project, Maps (combined with IG)
Data VisualizationSPLC Hate Map
Data Visualization
Rebuilding TogetherInfographic
Video StorytellingBenefit: Ideal format; don’t focus on being viral. Produce good content.
Tools: Youtube, Vimeo, Vine, Periscope, Instagram
Video StorytellingHumane Society of the United Stateshumanesociety.org
Podcasting
Great ideas. So now what?
Hosted Platforms: Pros
• Easy to use.• Quick to get up and running.• Meet your users where they are.• Benefit from platform promotion.
Hosted Platforms: Cons
• Brand dilution.• Limited control over the user experience.• Data silos & ownership.
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.
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.
Microsite Example: Selma
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.
Content Managent System: Cons
• Slow, expensive process for updating a flagship website.• Story telling tools limited to what’s available.• Risk of distracting users.
CMS Example: Facing History Home page
FH Home Page: Tell a Story
FH Home Page: Data Visualization
FH Home Page: Calls to Action
Christian Anthony, Online Director at Earthjusice earthjustice.org
Photo Essay
Case Study: The California Drought
Case Study: The California Drought
Case Study: The California Drought
Case Study: The California Drought
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
Case Study: Colorado Forests & Coal Mining
Case Study: Colorado Forests & Coal Mining
Case Study: Colorado Forests & Coal Mining
Case Study: Colorado Forests & Coal Mining
•50K public comments submitted•$13.5K donations in post-action•37K pageviews•5:32 avg time on page
Infographics
Case Study: The Latino Poll
Case Study: The Latino Poll
Maps
Case Study: Fraccidents Map
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
Long Form Features
Crowdsourced
Case Study: Mountain Top Heroes
Case Study: Mountain Top Heroes
Case Study: Mountain Top Heroes
Case Study: Mountain Top Heroes
How do you know it worked?Depends on your goals
Analytics/Insight Reports
Find metrics that align with your goals
All I need is a smartphone, right?
ChecklistDetermine goalsMeasureMessagingMediumPrepTell your storyPromote it
Final thoughts & QAFill out those surveys! http://po.st/KcJCpf
Collab Notes: http://po.st/stories-16NTC
Contact Info:Christian [email protected]
Natania [email protected]
Thank you!