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Remarkable by Design: Story-led Innovation

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Presentation to the World Innovation Conference in Cannes, France. …

Presentation to the World Innovation Conference in Cannes, France.

We argue that advocacy needs to be baked into the design of products and services from the beginning - identifying the moments that create evangelism.

Published in: Marketing, Business, Technology
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  • 1. Robert Pratten @robpratten Presentation to the World Innovation Convention, Cannes 2013
  • 2. engage through intrinsic motivations + design for active participation
  • 3. Robert Pratten CEO & Founder, Transmedia Storyteller Ltd
  • 4. The Internet and Mobile Revolution
  • 5. The consumer has moved on
  • 6. http://www.survivalcode.com/ Wrigley’s 5 Gum
  • 7. Affordable solar LED lighting for rural communities in the developing world
  • 8. The AirPi is an automatic air quality & weather monitoring device powered by a Raspberry Pi  temperature, humidity, air pressure, light levels, UV levels, carbon monoxide, nitrogen dioxide and smoke level http://airpi.es/
  • 9. CO affects • character’s mood • tone of tweets & blog posts • game difficulty?
  • 10. • we have to design experiences that satisfy core human needs • ie. appeal to intrinsic motivations
  • 11. • • • • • • Significance (special, important, unique) Certainty (comfort & control) Variety (surprise) Connection (love) Growth (learning, mastery) Contribution (giving back)
  • 12. Storyworld Comfort Growth Learning Surprise Comfort Growth Learning Surprise Fan Fan Community Significance Contribution
  • 13. www.ActiveStorySystem.com
  • 14. Definition • Requirements • Goals • Success Criteria •KPIs, measurement • Scope •Countries, Territories, Languages, Number of Audience •Interworking with other companies & technologies •Timing & duration •Budget • Customer Development • ActSS Define the World •Story, Experience, Premise, Goals, Audience, Platforms, Execution • One Sheet • Title, log line, call to action, short synopsis • Creative direction • look & feel, tone, mood, age rating, violence, language • Team • Risks • Principal resources • names and availability • Principal creative • Principal technical development • Inbound: Licensing & copyrights • Outbound: Franchising, merchandising and licensing • Community • management, editorial, legal • Business Case Design Delivery •ActSS Design Operations •Editorial & Legal processes, •Premise, Themes, Characters, Locations, Periods, Objects, Factions, Social media guidelines, Community management, Hierarchies Escalation • ActSS Define the Experience • ActSS Define the story •Gaming, Role-playing, Exploring, Observing • ActSS Define the Execution •Timing, Events, Platforms, Pacing • ActSS Write Synopsis • ActSS Develop Synopsis into Scenes • ActSS Design the Engagement • ActSS Design Interaction • Platform-specific documentation • Marketing Communications • Series synopsis & arcs • Future stories • Media assets •Video, audio, image, text, mobile, web • Events & locations • Merchandise • Touchpoints •Owned, Paid, Earned • Languages, countries, georestrictions • Capacity planning • Controls •Production •Implementation & testing • Audience building & community outreach •Marketing communications • Advertising, SEO, paid Search, Seeding, PR, Social media •Launch •Operations •Metrics
  • 15. Define the World • Story • Experience • Audience • Platforms • Goal1 • Execution Define the Story • Premise • Themes • Characters • Locations • Periods • Objects • Factions • Hierarchies Define the Experiences • Goals • Gaming2 • Role-playing2 • Exploring2 • Observing2 Define the Execution • Timing • Events • Platforms • Pacing
  • 16. 6. Develop 5. Write synopsis • Premise • Themes • Characters • Conflict 7. Design the Engagement Synopsis into Scenes • Information revealed • Character development • Audience quests 7. Design the Engagement • Personalization • Actions • Teams • Pacing • Motivations • Immersion • Personalization • Actions • Teams • Pacing • Motivations • Immersion 6. Develop Engagement into Scenes • Information revealed • Audience quests • Character development 5. Write synopsis • Premise • Themes • Characters • Conflict 8. Design the Interaction • Platforms • Media • Out-of-World • In-World • Block diagrams • User Journey • platforms • phases 9. Design the Operations • Editorial process • Legal process • Social media guidelines • Community management • Escalation • Metrics
  • 17. FEEL Gaming Role-playing Moral dilemmas, meaningful choices Role-play, provide building blocks Observing Exploring Reflection, consideration Exploring, discovering THINK DO What will the audience do? How will they be engaged?
  • 18. Online On Location Transbay “Connected Cities” HEAD HEART EGO SOUL Tweet #PASSION Tweet #REALITY Tweet #WISDOM Tweet #FREEDOM Lead a better life - get connected and help us build an AppiCiti (www.appiciti.com) Lead a better life - get Lead a better life - get connected and help us build an AppiCiti (www.appiciti.com) Lead a better life - get connected and help us build an AppiCiti (www.appiciti.com) connected and help us build an AppiCiti (www.appiciti.com)
  • 19. + Uncertainty A Future Story 1 Future Story 2 - Uncertainty B + Uncertainty B Future Story 4 Future Story 3 - Uncertainty A
  • 20. Original price: $1. Final price: $88. http://significantobjects.com
  • 21. We sold for $128.74 Investment $3612.51 Return $128.74 worth of thrift-store junk $3,612.51
  • 22. “Life is not measured by the number of breaths we take, but by the number of moments that take our breath away”
  • 23. Taking the consumer on an emotional journey goes from moment to moment
  • 24. Robert Pratten CEO & Founder, Transmedia Storyteller Ltd @robpratten Robert@tstoryteller.com Europe: +44 207 193 4567 USA: +1 415 287 4150

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