Filmmaker Andrew Stanton ("Toy Story," "WALL-E") shares what he knows about storytelling -- starting at the end and working back to the beginning. Contains graphic language ... (Note: this talk is not available for download.)
We are entering a time when STORY is paramount. Anyone and everyone can share content. Few can tell great stories. Fewer websites will tell great stories.
Andrew Stanton shares great tips every Internet marketer and web designer should take to heart as we enter "the time of online stories". Loved this explanation of why stories are so important for humans:
"We all love stories. We're born for them. Stories affirm who we are. We all want affirmations that our lives have meaning. And nothing does a greater affirmation than when we connect through stories. It can cross the barriers of time, past, present and future, and allow us to experience the similarities between ourselves and through others, real and imagined."
"In 1998, I had finished writing "Toy Story" and "A Bug's Life" and I was completely hooked on screenwriting. So I wanted to become much better at it and learn anything I could. So I researched everything I possibly could. And I finally came across this fantastic quote by a British playwright, William Archer: "Drama is anticipation mingled with uncertainty." It's an incredibly insightful definition. "|
I love the idea of Story as affirmation. Reviews are affirming stories. Comments and other forms of User Generated Content (social shares) also feel like "affirming signals".
Affirmation goes in two directions as my friends at Bazaar Voice taught me years ago. I asked, "Why would someone write the 251st review of a product?" "To join the tribe," was their simple and beautiful explanation.
One VERY important role for User Generated Content (UGC) is to confirm the contributor as a member of the tribe. The other is to confirm the content being reviewed or commented on. More than affirmation UGC can help reset a company's branding and positioning.
As marketers we have our own language and the "curse of knowledge". We know too much about the stories we tell. UGC helps confirm our story is consistent with the experience our products create.