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Summary of my Master Class / Workshop on Storytelling, Transmedia and Other Trending Topics for students of the MA in Advanced Marketing at Deusto University.

Summary of my Master Class / Workshop on Storytelling, Transmedia and Other Trending Topics for students of the MA in Advanced Marketing at Deusto University.

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  • http://www.youtube.com/user/Unilever <br /> Video Link: Sustainability at Unilever - The Value Chain <br />
  • Thorin&apos;s letter to Bilbo/the contract, written in Tengwar by J.R.R. Tolkien [page 2]. <br />
  • Según explican en la web de la marca, “The Trunk” es un libro antológico de historias cortas que se presenta como un juego. <br /> Hasta ahí, todo normal. Una marca de lujo reúne a once escritores franceses en el castillo familiar con el encargo de elaborar un libro que recoja historias cuyo protagonista es el archifamoso baúl “LV”. <br /> Lo interesante del proyecto, desde mi punto de vista, es su backstory, su origen. Gaston-Louis Vuitton (1883-1970), nieto del fundador de la marca, tenía por costumbre leer toda la prensa diaria que cayera en sus manos en busca de noticias, sucesos y artículos que incluyeran un baúl. A lo largo de su vida, llegó a construir un inmenso archivo de recortes y notas. Y este archivo forma la base del libro. Los escritores invitados se basaron e inspiraron en esta colección para elegir sus protagonistas y escribir sus relatos. Tomaron una pasión existente, algo que ya formaba parte del ADN de la marca, y la revisitaron para adaptarla al tiempo actual. <br />
  • http://www.youtube.com/watch?v=KT16DcHcjRA <br /> https://www.wk.com/office/portland/client/levis <br /> http://www.slideshare.net/upscale/wk-levis-go-forth-campaign-case-study <br />
  • http://www.youtube.com/user/zappos <br />
  • Source: <br /> http://www.helloerik.com/ux-is-not-ui <br />
  • P <br />

Master Class Storytelling Transmedia and Other Trending Topics Master Class Storytelling Transmedia and Other Trending Topics Presentation Transcript

  • Storytelling, Transmedia & Other Trending Topics A Workshop for MA Marketing Students Deusto University | Business School, February 13, 2014 Eva Snijders. Storyteller. CEO at Química visual.
  • Program 1. Intro: A Journey from the XXst to the XXIst Century 2. Marketing and Communication today 3. Systems and Worlds 4. Targets & Avatars 5. Storytelling 6. Transmedia 7. User Experience (UX) 8. Native Advertising, Content Marketing, Brand Content…
  • Introductions Alright, I’ll volunteer. : )
  • A Journey st from the XX st to the XXI Century Century Century
  • From this:
  • To this:
  • From this:
  • To this:
  • From this:
  • To this:
  • From Impact To Influence To Influence
  • Today, we live in a “hyper” world: hyper informed hyper connected hyper fragmented hyper fragmented hyper fragmented
  • “We already have all the information. Now we need to know what it means.” Annette Simmons
  • All the trending topics you’ll see today are part of our quest for meaning.
  • Marketing and Communication today
  • From this:
  • To this:
  • To this:
  • Building relationships
  • Building relationships
  • Building relationships
  • Building relationships
  • Systems and Worlds Or: Story Worlds Or: Narrative Universes Or: Why we Need to Understand the World we (and our Brands!) Live in
  • Harry Potter
  • Harry Potter
  • Axe
  • Dove
  • Oh, wait!
  • Controversy
  • What Unilever could learn from Tolkien
  • Lord of the Rings
  • Lord of the Rings
  • Lord of the Rings
  • Lego Lord of the Rings (Wii)
  • Targets & Avatars
  • Targets • Geographic segmentation: Spain, Urban environments… • Demographic/socioeconomic segmentation: Male, 30 - 45, above average income, in a management role, with higher education, single… • Psychographic segmentation: Non-religious, values healthy life-style… • Behavioural segmentation: … • Product-related segmentation: …
  • Could you write this “male” a love letter?
  • Could you build a relationship with him?
  • Avatars / Personas
  • No, not those avatars
  • Avatars Personas • From Sanskrit, “incarnation”: ”descent" of a deity in a terrestrial form. • Coined in 1985 by Chip Morningstar in designing Lucasfilm's online role-playing game Habitat.
  • Avatars are Unique Just like us
  • Let’s Try Again
  • Could you write this woman a letter?
  • Or build a relationship with her?
  • Storytelling
  • Storytelling is so much more than “telling stories” “telling stories” “telling stories”
  • Story is experience shaped to share share
  • to me something that happened to someone else or something I imagine something I imagine something I imagine something I imagine something I imagine
  • Story makes sense out of our experience experience
  • Story Harvesting
  • Story Listening
  • Story Mapping
  • Story Shaping
  • Story Telling
  • Story Questioning
  • Storytelling Examples
  • Louis Vuitton
  • Hermès
  • Levi’s Go Forth It's every person's legacy to make the world more to their liking. Now is our time. Go Forth!
  • Zappo’s
  • Transmedia
  • Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated [entertainment] experience. Ideally, each medium makes it own unique contribution to the unfolding of the story. Henry Jenkins
  • • Spreadability Drillability Continuity Multiplicity Immersion Extractability Worldbuilding Seriality Subjectivity Performance Transmedia principles Performance Performance Performance Performance Performance Performance Performance Henry Jenkins
  • Spreadability • Spreadability: Stories are compelling enough to be spread through fan interaction. What stories do you want to share? Henry Jenkins
  • Drillability • Drillability: Stories inspire deeper investigation, engaging the fans to explore the story’s context, and solve intricacies or mysteries. The Matrix, Lost. Henry Jenkins
  • Continuity • Continuity: Multiple stories exist within the same defined world, and maintain coherence and plausibility. Star Wars. Henry Jenkins
  • Multiplicity • Multiplicity: The multiplicity of story possibilities make a tale more fun or a richer experience for fans. Star Trek, Pride and Prejudice. Henry Jenkins
  • Immersion • Immersion: A rich story world pulls us in and lets us forget ourselves and feel present at the scene. Harry Potter. Henry Jenkins
  • Extractability • Extractability: What can a fan take away from the story and bring into their own life? Note: this can be something tangible (icons) or intangible (values, a life lesson). Note: this can be something tangible (icons) or intangible (values, a life lesson). Henry Jenkins
  • Worldbuilding • Worldbuilding: Each story in a transmedia franchise contributes to the complexities of the world in which they take place. Narnia. Henry Jenkins
  • “Any given component, like a television show or a comic or whatever is actually just a window through which you look in order to understand this external world.” in order to understand this external world.” in order to understand this external world.” in order to understand this external world.” in order to understand this external world.” Geoffrey Long | PM Microsoft
  • Seriality • Seriality: A serial keeps us in a story world longer. Arabian Nights, Dickens. Henry Jenkins
  • “The Holy Grail will be to start the story in any portal, whether it’s your iPad or a book, or a movie or an online experience, or a game or a theme park; have that experience continue in another device… and then finish on a third.“ .“ .“ .“ .“ .“ Craig Hanna | CEO Thinkwell Group a transmedia production company that worked on the new Harry Potter theme park in Florida
  • Subjectivity • Subjectivity: A transmedia story embraces the varying points of view of multiple characters. Dracula. Henry Jenkins
  • Performance • Performance: A transmedia story may inspire a fan to act. Henry Jenkins
  • • Performance overt: viewers are invited to vote. American Idol. organic: the invitation to“tele-participation” is carefully designed to appear natural, assuming that the fans are already somehow participating with the show. Canadian teen school drama Degrassi: obscured: so many unanswered questions or holes in the story line that a dedicated and intrigued fan feels required to sleuth out the answers. Lost, The Matrix. The Matrix. The Matrix. Sharon Marie Ross | Media Researcher | Chicago’s Columbia College
  • Blade Runner ­ The Ending: A Replicant?  (1982) HD
  • • Immersion: explore the brand; Innovation: build or repair the narrative of the brand; Expansion: build out, enrich and deepen the fiction, creating franchise bibles and guidelines; Planning: strategise a rollout over a period of time, which utilises multiple media platforms in concert. Transmedia process strategise a rollout over a period of time, which utilises multiple media platforms in concert. strategise a rollout over a period of time, which utilises multiple media platforms in concert. Jeff Gómez | Starlight Runner Entertainment strategise a rollout over a period of time, which utilises multiple media platforms in concert.
  • • Transmedia types the narrative spaces covered (location, characters, time) the number and relative timing of the platforms (sequential, parallel, simultaneous, non-linear) the extent and type of audience involvement (passive, active, interactive, collaborative) (passive, active, interactive, collaborative) (passive, active, interactive, collaborative) Robert Pratten | TStoryteller
  • Transmedia scheme Robert Pratten | TStoryteller
  • Transmedia One more sample
  • User Experience (UX)
  • User experience should be worth sharing (in story ;-) sharing (in story ;-)
  • UX user experience noun noun: user experience; plural noun: user experiences 1. the overall experience of a person using a product such as a website or computer application, especially in terms of how easy or pleasing it is to use."if a website degrades the user experience too much, people will simply stay away"
  • HOW UX WANTS TO BE SEEN Field research Face to face interviewing Creation of user tests Gathering and organising statistics Creating personas Product design Feature writing Requirement writing Graphic arts Interaction design Information architecture Usability Prototyping Interface layout Interface design Visual design Taxonomy creation Terminology creation Copywriting Presenting and speaking Working tightly with programmers Brainstorm coordination Design culture evangelism HOW UX IS TYPICALLY SEEN Field research Face to face interviewing Creation of user tests Gathering and organising statistics Creating personas Product design Feature writing Requirement writing Graphic arts Interaction design Information architecture Usability Prototyping Interface layout Interface design Visual design Taxonomy creation Terminology creation Copywriting Presenting and speaking Working tightly with programmers Brainstorm coordination Design culture evangelism
  • “UX is the intangible design of a strategy that brings us to a solution.” Erik Flowers
  • User Experience (UX) Examples
  • Let’s leave the internet for a while
  • Back to senses and sensations and sensations smell taste sight hearing touch
  • ‘Would you tell me, please, which way I ought to go from here?’ ‘That depends a good deal on where you want to get to,’ said the Cat. ‘I don’t much care where -’ said Alice. ‘Then it doesn’t matter which way you go,’ said the Cat.
  • Native Advertising Content Marketing Brand Content … … … …
  • Native Advertising You’re more likely to survive a plane crash  than click a banner ad. Solve Media
  • Native Advertising A method of advertising  which seeks to provide content  in the context of the user’s experience
  • Native Advertising Examples
  • Content Marketing Any marketing format that involves the creation and sharing  of media and publishing content Content marketing is focused on communicating with  customers and prospects. The idea is to inspire business and  loyalty from buyers by delivering "consistent, ongoing  valuable information"
  • Content Marketing Examples
  • Brand(ed) Content A fusion of advertising and entertainment content  Branded content is generally funded entirely by a brand Branded entertainment is used in events and installations,  film, video games, music, the internet, television….
  • Brand Content Examples
  • BMW
  • Aston Martin
  • Prada
  • And…: User Generated Content UGC UGC UGC
  • 90 / 9 / 1
  • Thank you! Eva Snijders @evasnijders eva@evasnijders.com www.evasnijders.com +34 609 678 837 Químcia visual www.quimicavisual.com