The End of the Story - Transmedia Storytelling for Corporate Communication

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IABC14 Presenation on transmedia story worlds for corporate communication. To listen to the audio of this presentation, check out Soundcloud: https://soundcloud.com/meaningbusiness/meaningbusiness-storyworld-presentation-iabc14/s-wtLwN

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  • We are here at a communicators conference because we are kind of into story.
  • We get that stories are our human currency, that they are how we transmit knowledge with context and meaning.
  • But like anything that is successful, it gets popular, and it morphs and adapts.

    Content marketers love to say anything is a story.
  • I’m going to try to simplify things by making them more complicated for a moment.

    Beyond ‘story’
  • Use the examples of interacting with technology as an example
  • Authenticity
    Trust
    Meaning
    Engagement
    Generational change
    (Data supporting each)

  • Context
    Conditions
    Rules of play
    Core knowledge
    How to ‘navigate’ – skills, trade, etc
    Objectives, quests, desires, pathways

  • Context
    Conditions
    Rules of play
    Core knowledge
    How to ‘navigate’ – skills, trade, etc
    Objectives, quests, desires, pathways

  • Context
    Conditions
    Rules of play
    Core knowledge
    How to ‘navigate’ – skills, trade, etc
    Objectives, quests, desires, pathways

  • Context
    Conditions
    Rules of play
    Core knowledge
    How to ‘navigate’ – skills, trade, etc
    Objectives, quests, desires, pathways

  • Context
    Conditions
    Rules of play
    Core knowledge
    How to ‘navigate’ – skills, trade, etc
    Objectives, quests, desires, pathways

  • Context
    Conditions
    Rules of play
    Core knowledge
    How to ‘navigate’ – skills, trade, etc
    Objectives, quests, desires, pathways

  • Context
    Conditions
    Rules of play
    Core knowledge
    How to ‘navigate’ – skills, trade, etc
    Objectives, quests, desires, pathways

  • Context
    Conditions
    Rules of play
    Core knowledge
    How to ‘navigate’ – skills, trade, etc
    Objectives, quests, desires, pathways
  • Role of the ESN
  • Mashups
    Memes


    What resources are available for ‘remixing’ in your organisation
  • The End of the Story - Transmedia Storytelling for Corporate Communication

    1. 1. The end of the story: Corporate narrative in a transmedia universe Jonathan Champ Founder Meaning Business Sydney, Australia #IABC14
    2. 2. STORIES ARE OUR HUMAN CURRENCY www.starwars.com/play/online-activities/crawl-creator
    3. 3. “STORYTELLING” IS STARTING TO MEAN DIFFERENT THINGS Brand story Founder story Leadership story Customer story Storytelling skills Narrative
    4. 4. STORYWORLD The shared universe within which the settings, characters, objects, events, and actions of one or more narratives exist Peter Von Stackelberg
    5. 5. ‘TRANSMEDIA’ Two or more interconnected stories told across two or more channels which enable participation
    6. 6. A NEW TERM FOR AN OLD PRACTICE WITH A DIFFERENCE…
    7. 7. THE RISE OF THE INDIVIDUAL
    8. 8. TECHNOLOGY INFLUENCES THE WAYS STORIES ARE SHARED BUT NOT WHAT A STORY IS
    9. 9. RUMORS OF MY DEATH ARE GREATLY EXAGGERATED But the idea of controlling the corporate narrative has changed… “STORY”
    10. 10. ORGANIZATIONS FACE A DEGREE OF COMPLEXITY GREATER THAN EVER Political Open Government Shift Social Occupy Responsibility Economic Collaborative Consumption The ‘Bitcoin’ Effect Technological MORE NEW STUFF ALL THE TIME
    11. 11. ‘CORPORATE NARRATIVE’ LIMITS PERSPECTIVE
    12. 12. COMPLEXITY IS DISRUPTIVE, DISRUPTION DRIVES INNOVATION
    13. 13. INDIVIDUALS WITHIN ORGANIZATIONS ARE EXPERIENCING TRANSFORMATION
    14. 14. ORGANIZATION AS STORYWORLD Timescale Life of company, or this quarter?
    15. 15. ORGANIZATION AS STORYWORLD Timescale Setting Life of company, or this quarter? Industry or region?
    16. 16. ORGANIZATION AS STORYWORLD Timescale Setting Problem Life of company, or this quarter? Industry or region? Growth or innovation?
    17. 17. ORGANIZATION AS STORYWORLD Timescale Setting Problem Rules Life of company, or this quarter? Industry or region? Growth or innovation? What are our values & boundaries?
    18. 18. ORGANIZATION AS STORYWORLD Timescale Setting Problem Rules Key chronology Life of company, or this quarter? Industry or region? Growth or innovation? What are our values & boundaries? What by when?
    19. 19. ORGANIZATION AS STORYWORLD Timescale Setting Problem Rules Key chronology Dramatic question Life of company, or this quarter? Industry or region? Growth or innovation? What are our values & boundaries? What by when? Will we…?
    20. 20. ORGANIZATION AS STORYWORLD Timescale Setting Problem Rules Key chronology Dramatic question Individual role Life of company, or this quarter? Industry or region? Growth or innovation? What are our values & boundaries? What by when? Will we…? What can I do?
    21. 21. ORGANIZATION AS STORYWORLD Timescale Setting Problem Rules Key chronology Dramatic question Individual role MVP Life of company, or this quarter? Industry or region? Growth or innovation? What are our values & boundaries? What by when? Will we…? What can I do? What can I do FIRST?
    22. 22. IC IS THE ORIGINAL TRANSMEDIA STRATEGY • ADAPTIVE • Segments • Channels • EPISODIC • Chunking • Planning • EPISTOLIC • Two-way • Engagement and participation
    23. 23. SENSE-MAKING THROUGH SOCIAL MEDIA Context Connection Curation Collaboration Co/creati on
    24. 24. THE INTERSECTION OF COMMUNICATION, DESIGN AND ‘PLAY’ • Personas as a tool manage complexity • Better audience segmentation • Building experiences rather than messages • The ‘choose your own adventure’ model • ‘Leveling up’ – the role of acquired experience • Save points
    25. 25. EMPOWERING EMPLOYEES TO OWN THE NARRATIVE Co-creation becomes a model for true engagement
    26. 26. REMIX CULTURE
    27. 27. WHAT WOULD YOUR CORPORATE STRATEGY SOUND LIKE AS A STORYWORLD? • The genre and theme • Industry and purpose • The forces in opposition • Competition, problem, challenge or issue • The goals and stakes • What does success mean? • A unique combination of events • What things need to happen? • The essence of the experience • What are the key elements of the culture, values and EVP • The trigger • The MOST IMPORTANT THING – WHY IS THIS IMPORTANT?
    28. 28. SOME NEXT STEPS How can you frame the ‘storyworld’ of your organisation? What is the story for your employee segments? What is the dramatic question at the heart of your strategy? How can employees co-create this? What will be different for your use of channels and media to make use of them in a transmedia setting?
    29. 29. THANK YOU ---- Q&A For a full list of resources and templates please visit meaningbusiness.com.au

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