Servant of Chaos

How and Why to Give an Ignite Talk

Each year the ignite conference runs events around the world. These short form conferences allow speakers 5 minutes and 20 slides to tell their story. It’s a challenging and dynamic format – the slides auto-progress each 15 seconds – so it keeps the speakers and the audience on their toes.

But many of us find the idea of public speaking confronting. What would we speak about? And then there is the time – five minutes is such a short period of time, right? In this 5 minute Ignite talk, Scott Berkun reminds us that the Gettysburg Address – Abraham Lincoln’s famous speech (“four score and seven years ago …”) – takes only two minutes to deliver. He also explains where you can find your story (hint: you already know it), how and why you should share it, and why you’ll be good at it.

Check out the video, then look for the next Ignite in a city near you.

Releasing the Inner Gentleman – Steve Crombie’s Great Moventure

If, like me, you were wondering just how much impact June Dally Watkins could have on my friend, Steve Crombie’s table manners, then you may want to tune in this month to watch his transformation. As part of #movember, Steve is seeking to release his inner gentleman. Let’s hope he does it with style.

How to Get Started with Infographics

Infographics can be fascinating. Done well, they can tell a compelling story, bringing data to life in completely new ways. But they can also be bland. Boring. Or worse – irrelevant.

Now, I have created a few infographics:

• How to build trust in social networks
• How to write for social media
• Social business maturity models

And while these have had between 1000 and 5000 views, they clearly could be better. And now, with this guide from Eloqua, maybe they will be. My first focus - “think ‘data narrative’”.

But what about you? Have you created an infographic (or 10)? What have you learned? What works? And which one is your favourite?

Infographics in 15 Minutes

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Using Fascination to Trigger Behaviours

Let me tell you a secret.

It’s just for you.

Today.

I think you’re really going to like it.

This idea.

Concept.

Innovation in marketing practice.

In fact, better yet, read on. Read this. Buy it .

*****

Did you see what I did there?

Sally Hogshead, author of Fascinate, describes seven triggers that we can (and should) tap into to help us tell stories and engage our audiences. They allow us to go beyond the simple concept of “personal branding” – to a deeper, more authentic place.

The seven triggers can be woven into our stories and drive a response from our audiences.

1. Power - Take command
2. Passion - Attract with emotion
3. Mystique - arouse curiosity
4. Prestige - increase respect
5. Alarm - create urgency
6. Rebellion - change the game
7. Trust - Build loyalty

Sally is presenting at the Content Marketing World conference, and thanks to Nate Riggs, we can see and hear a little of what she has to say. But don’t just watch this – think about what you can do today to impact your work. How can you put the power of storytelling to work? Which triggers can and will you use (and why).

I like this better than my own P-L-A-Y framework – or perhaps, in practice, I can see ways of extending that framework in new ways. I’ll let you know what I find out after a few experiments. But in the meantime, let me know how this works for you. Does it fascinate you and your team? What about your clients or customers? For it seems that telling the story of telling the story is, itself, one of the many ways to fascinate. Get to it!

Sally Hogshead Live at Content Marketing World from Nate Riggs on Vimeo.

How Advertising Works

When I studied theatre I loved producing what we then called a “multimedia” production – the type that literally included multiple media mixed in amongst performance.

Intellectually I was working with “intertextuality” and experimenting with the points of intersection between these different texts (this was back when we talked about everything being a “text” that was “read”). But emotionally I was experimenting with layered storytelling – presenting one point of view, accentuating or limiting that point of view through performance, voice and body – and then challenging all that with visuals – usually in the form of slides or sometimes video projection.

It was a lot of fun and hugely challenging.

And this is what good advertising does too. It tells stories on different levels. It allows us to connect these stories, flattering us in the process. It can say one thing and mean another – all the while giving us a sly wink and a nudge.

Unfortunately most advertising is one dimensional. It pokes at us. Interrupts us. Irritates. As does a lot of branded social media. It’s about time we saw some sophistication in the planning and strategy of advertising and social media (ideally together). It really is.

And don’t blame the dog, we all know who is responsible.

How Data Creates Collective Action

If you have not subscribed to Mike Arauz’s blog, then remedy this quick smart! Dig back through his writing and plunder his brilliant ideas and analysis. I am sure you will find more than one or two things you can use to dazzle your boss or your clients.

But while you are doing this plundering, put your headphones on and listen in on Mike’s great presentation from the Next Conference. It’s the perfect way to round out your week!

How to Write Copy for Social Media

When it comes to business communication, I have seen it all. I have written speeches for CEOs, developed product and service brochures, come up with copy for ads, websites, and jingles – and everything in between.

But some of the things that made me successful as a business communicator and copywriter were the things that prevented me from communicating well in social media. Even after some considerable time using social media, I found it easy to slip into a more formal business style for communicating.

Fundamentally there is a dividing line between writing in the voice of the brand and writing in the voice of the customer. I call this the “mirror of intent” – for your communication can go either way. Do you want authority or do you want authenticity? When you know which side of the mirror you stand, you can adjust your style accordingly. But be warned – both approaches are valid for different types of communication. And both take practice and discipline.

The graphic below explains five ways you can deliver on your intent.

These are my observations and were inspired by discussions with the wise and articulate community evangelist, Marilyn Pratt – but perhaps there is something I have missed. Share your experience by leaving a comment!

How to Write for Social Media

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A Cup of Chaos #66: Emotional Storytelling

A couple of weeks ago I wrote a piece for MarketingProfs – Google Gets Emotional When Telling Stories … And So Can You. It showcases a video for Google’s Chrome web browser and talks not about the technology but about the emotional impact of that technology on our lives. It’s a great piece – check it out.

But can you apply the same storytelling approach to other sectors? Of course! Ann Handley shares this great brand story from the non profit sector.

A Love Story… In Milk from Catsnake on Vimeo.

Storytelling for Social Media

A little something I put together a while back. I’m sure I shared it with you, but will do so again. Let me know what you think!

Storytelling for social media

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300 Years of Fossil Fuels in 300 Seconds

Not a bad piece of animated infographia from the Post Carbon Institute. Good to see a broader range of complex stories being communicated this way.