Transmedia Storytelling for Business


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Take advantage of today's media platforms when you promote your business.

This presentation provides a nutshell guideline as to how you can leverage any business with transmedia platforms. You don't need a massive budget to make a splash, and you're likely going to see better SEO tactics using transmedia than straight-up buying media.

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Transmedia Storytelling for Business

  1. 1. © All Rights Reserved, Publishing Media Creative Incorporated
  2. 2. P a g e | 2 Digital platforms are the medium, not the message Case Example Arcana Studio is one of the largest aggregators of graphic novel and comic book properties in North America with more than 150 graphic novels and 5,000 characters in its library of intellectual property. Going into the San Diego Comic Con 2012, the company had about 3,000 followers in Facebook and Twitter. Before its partnerships were announced with Gene Simmons, Roddenberry Entertainment, and Benderspink, starting on day one of Comic Con, Publishing Media Creative Incorporated designed a targeted and consistent push-out through Internet media platforms every day throughout the four-day event. As a result, Arcana increased its Facebook likes to 20,000 in less than 48 hours and to 30,000 in three days. As of January 24, 2013, Facebook likes are up to +176,000. Twitter followers increased to +55,000, Besides attracting more lucrative business partnerships, Arcana is set to grow its financial position considerably.
  3. 3. P a g e | 3 What Is Transmedia? Transmedia is multi-platform storytelling. Transmedia storytelling brings human media to an otherwise corporate sell. It taps into a primal need that most people want: to connect and have a sense of belonging. If you can engage customers with enthusiasm, they will spread your message willingly and you have a greater chance to capture what you want from them than through a singular communications’ channel or by traditional methods. A simple example is an advertisement for Kokanee beer. The company launched a series of television commercials involving a forest ranger and his assistant and a Sasquatch that kept trying to steal their beer. The story progressed to include three young female ranger assistants and culminated when the viewers were asked to visit the website to log in and decide the next chapter – whether the ranger lived or died. Once the viewer logged in and chose the ranger’s fate, they could see a video of what their story ending would look like. My posting this link in this proposal and this blog adds two more platforms that spreads this brand.
  4. 4. P a g e | 4 Television shows have been using transmedia to expand on each episode and engage their viewers, turning them into fans. Mad Men extended the life on each show with more narrative, fan discussions, and games. This link ( shows the various ways the show is garnering fan interaction besides viewing episodes and photos. The show also engages a different conversation on its Facebook page. Rick Sanchez is considered CNN’s social media pioneer. He was the first news anchor to incorporate live Twitter, Facebook, and MySpace discussion into his broadcast. Today, Twitter feeds are almost as common in TV news as the story scroll. In 2010, the Producers Guild of America considered “transmedia producer” as an official title.
  5. 5. P a g e | 5 The following is a screen capture taken from Twitter, which was posted to Facebook, of a live feed of a YouTube stream of a Google Hangout after it had been shared on Twitter, Facebook, and Google Plus through the social managing tool Hootsuite. The goal for success isn’t always money. This non-profit organization is doing something different. The Children’s Prize ( has run a contest to award a $1 million prize to the person or organization that can save the most children aged 0-5. The message was spread across various Internet media platforms, and at worst, the campaign will generate great ideas that could eventually make a difference for both children and the company that funds the idea or uses its products to support it. How this campaign is spread across the media is the difference between success and failure.
  6. 6. P a g e | 6 Why Storytelling for Business? Behind every corporation is a person. That person may be the founder, the cashier, the accountant. Every business has a story to tell, and the customer wants to hear it. Don’t forget that companies are there for the customer. The customer is not there for the company. Technology has changed how we communicate. There is a very good likelihood your customers live and play in digital media. You are not your market. People come here to engage, to learn, to share. Why not do something remarkable to let them share you? What’s In It for You? The power of Internet media cannot be understated.  Over 50% of the world’s population is under the age of 30, and 92% of children under the age of two have a digital shadow.  53% of people on Twitter recommend products in their tweets.  If Facebook were a country, it would be the world’s third largest.  Generation Y and Z consider email passé.  YouTube is the second largest search engine, next to Google.  There are well over 200,000,000 blogs and at least 34% of them post opinions about products and brands.  The average age of the most active game purchaser is 35. Source: Erik Qualman’s Socialnomics Bring the message back to why the company got into business in the first place. Companies can inspire and make people feel welcome.
  7. 7. P a g e | 7 Two-way Marketing Really Isn’t That Scary People are talking about your brand whether you are part of the conversation or not. Digital media allows you to tell your side of the story. The more you write the story, the more you control it. When is the last time you did a digital audit on your company? Transmedia Is: Twitter, LinkedIn, a website, newspaper, television, radio, billboards, magnetic truck signs, bus signs, baseball outfield advertising, novelties, clothing, apps, events, … Spreecast Facebook Book Publishing Magazine Articles
  8. 8. P a g e | 8 Books on Tape Ebooks Merchandising
  9. 9. P a g e | 9 Contact Publishing Media Creative Incorporated Debbie Elicksen Email Skype: debbie.elicksen Social Networks Facebook: Blog: LinkedIn: YouTube: YouTube: Twitter: Pinterest: Twitter: Stage 32: Scribd: G+: ( G+: ( Blog: