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The ABC-D of Storytelling

Take your audience

from attention to action

Facilitator: Set up the room laying out (Visual Explorer Cards) or (The Wikimedia Commons Cards now in development). As attendees arrive ask them to select a card that represents a story they would like to tell about a Wikimedia Project) .” Welcome to the ABCD of Storytelling. This is the session that will help you to create a Wikimedia story which will help you to engage new volunteers, funders and partners in the Wikimedia movement. Ask participants to introduce themselves sharing their name, community and showing us the card that represents the story they would like to tell

and work on today. (Demonstrate---the introduction sharing your card). “ My name is ________________from _________________. Here is the card I picked for my Wikimedia story and it represents _____________________________).

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Why ABCD?

Attention. Grab your audience's attention with a compelling hook in 7 seconds.

Because. Why does it matter?

Chorus/Content. This is the key message you want people to take away.

Do. Leave your audience with a clear idea of how they can engage. Call them to action!

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What stories?

Facilitator: In order for this session to be as useful as possible, we need you think about a story you need to tell about your Wikimedia Project. Perhaps you are writing a grant report, or preparing to engage volunteers in joining a project or maybe even a media interview. As a reference, Wikimedia Grants Committees note that understanding the story of funded projects is critically important and the stories they want to hear are both of successes and of failures/lessons learned so we can learn together as a movement.

Ask participants to introduce themselves sharing their name, community and showing us the card that represents the story they would like to tell

and work on today. (Demonstrate---the introduction sharing your card). “ My name is ________________from _________________. Here is the card I picked for my Wikimedia story and it represents _____________________________).

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Do: Work together to create a story

Program:
Attention:
Because:
Chorus / Content:
Do - Call to Action:

Think of a program you’ve coordinated. Share ideas as headlines for A, B and C. In the final step, D, work to create a message for social media (in the broad sense): Facebook, Twitter, Central Notice Banner, that will engage your local community with the program. At the end, we will share the messages with the entire group.

Amazing Stories cover, September 1928. Published by Experimenter Publishing Company Inc. Art by Frank R. Paul. Source is isfdb.org. Public Domain.

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Attention

174 Newspapers of data

… a day!

6 Newspapers

24 years ago

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Attention

Statistic
Story
Quote
Fact

"Eye grey ," by Dekae - Own work. Licensed under CC BY-SA 4.0 via Wikimedia Commons - https://commons.wikimedia.org/wiki/File:Eye_grey_,.jpg#/media/File:Eye_grey_,.jpg

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Attention through Statistic:

“In less than five years, Wikimedia Deutschland’s yearly fundraising efforts grew from € 700,000 to € 8,200,000.”

Story published on the Wikimedia blog by WMDE.

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Attention through Story

Clelia Luro was an Argentine journalist, writer, social activist and supporter of liberation theology who spent her life advocating for the reform of the civil status of Catholic priests. This would enable them to choose between celibacy and marriage, as Catholic ministers are not allowed to marry or have children.

Her story, and those of almost 400 other women, have been written on Wikipedia thanks to the largest international Wikimedia contest based on female biographies.

Story published by Atropine on behalf of Iberocoop, on the Wikimedia blog.

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Attention through Quote

“To expect truth to come from thinking signifies that we mistake the need to think with the urge to know.”

Hannah Arendt

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Attention through fact

“If we call women to edit in their capacity as valuable persons who have the knowledge and the potential to add free knowledge to Wikipedia, they will be more open to participate, rather than asking them to participate because Wikipedia needs female editors.”

“I focused on the educational part as I saw this to be more stable, cheaper and easier to scale,” Kruusamägi says. “Students have to do their work and it makes the results far more predictable.”

Statements from Wikimedia Estonia Education program blog.

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5 Minute Attention Starter

Statistic
Story
Quote
Fact

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Because

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Using the Word Because

Increases cooperation from 60% to 94%

By New York : M. Witmark & Sons, publisher. [Public domain], via Wikimedia Commons

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Chorus / Content

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Chorus: sing to the rhythm of key messages

What idea or concept do you want people to keep after hearing your story? An idea is the starting point, it’s often abstract, and to condense it, make it relatable, you have to think of many concrete examples.

Case Study: Wikicamp

Case Study: WMSV Education Program

→ What is the main idea in each of these videos?

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How can you best capture the learning?

Every failure is an opportunity to learn something new.

It is a chance to reflect on the original plan and think what went wrong… to change it next time we try!

→ Have a roadmap ready to understand and share your story with others

→ Use templates to capture problem and solution statements.

Case study: Wiki Education Foundation.

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LEARNING STORY

To help communities assess needs and strengths and evaluate a program throughout its life.

AIM

STRUCTURE

ACTIVITY

OUTCOMES

MET TARGETED GOALS?

WHY IS THIS IMPORTANT?

WHAT COULD BE DONE DIFFERENTLY?

HOW DOES IT AFFECT THE PROGRAM?

OUTPUTS

MET TARGETED GOALS?

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LEARNING STORY

To help communities assess needs and strengths and evaluate a program throughout its life.

AIM

STRUCTURE

ACTIVITY HELD

OUTCOMES

OUTPUTS

YES

NO

Think again!

YES

Met targeted goals?

NEXT STEPS

Modify

Improve

End

Why is this important?

Why?

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Share your local context

We are part of a global movement, and work together towards shared goals. What shape does this take in your country? Why is Wikimedia’s mission important in the local level? What factors enable your work with Wikimedia projects where you live?

→ What does your program mean to your local context?

→ Stakeholders

→ Local Agenda

→ Relevant policy

Case Study: WMNL GLAM Initiative.

Facilitator: Putting data in context is key for others to understand what numbers mean. In your triads, we would like you work with chorus and context but either composing a chorus, repetitive theme, sharing a lesson learn or adding important local context.

Thinking of context as the central step helps you go from results to generation of meaning. This is also a challenge: how do you withdraw yourself from your environment to describe your context to others? How do you say why this program matters?

Think of the “so what of the story?”

What did the data do to inform the local agenda and next steps?
How would stakeholders use the numbers for decision making?

Stakeholders: cultural partners, community members, volunteers.

What changed in the community after your activity?

What do the end users want?

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Do - Call to action!

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Workshop Concepts:

Stories are important to advancing Wikimedia work.
It is important to identify different channels for effective storytelling.
It is useful to craft a Wikimedia story using an ABCD model and template.

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Thank You

Need Assistance?

Storytelling Toolkit

Storytelling Workshop Kit

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Here's the research citation:

Langer, E., Blank, A., & Chanowitz, B. (1978). The mindlessness of Ostensibly Thoughtful Action: The Role of “Placebic” Information in Interpersonal Interaction. Journal of Personality and Social Psychology, 36(6), 635-642.

References:

Attention:

givinghttp://www.telegraph.co.uk/news/science/science-news/8316534/Welcome-to-the-information-age-174-newspapers-a-day.html

Power of Because: Langer, E., Blank, A., & Chanowitz, B. (1978). The mindlessness of Ostensibly Thoughtful Action: The Role of “Placebic” Information in Interpersonal Interaction. Journal of Personality and Social Psychology, 36(6), 635-642.

https://upload.wikimedia.org/wikipedia/commons/6/65/Editat%C3%B3n_Arte_en_Puebla_05.jpeg

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Certificate of Appreciation for Serving as a Facilitator for

Wikimedia

Storytelling

Thank you for contributing to the sum of all human knowledge and the growth of the Wikimedia movement by sharing your expertise as a Wikimedia Community Leader and Facilitator.

Presented to:

Date: