Pamela Rutledge: Transmedia Storytelling for Branding & Education
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Pamela Rutledge: Transmedia Storytelling for Branding & Education

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Presentation at American Psychological Association National Convention 2012.

Presentation at American Psychological Association National Convention 2012.

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  • Oder and pattern: stories are mental models, schema, cognitive maps, narratives File cabinets in our brain context categories meaning; culturally dependent Gilligan, “Wild and Crazy Guy”, Kennedy shot, Obama elected, ipad—stories place brand in meaning
  • http://popculturesnackshack.wordpress.com/
  • The mass media model—what we now think of as traditional media-- is one-to-many. One message was distributed to many people. In this model, information access is wider, but still controllable. The small number of distribution channels means information is filtered by the producers.
  • What we have now is a “mash-up” of the first two: Web 2.0 and social media have taken the power and distribution qualities of mass media and made it personal by creating peer-to-peer communication that allows for the creation and exchange of user-generated content, and produces links and connections that are dynamic and constantly changing. The new media landscape profoundly affects the ability to connect people with resources.
  • Emerging stars: definition, code of credits producers association Wow, he’s a really smart guy. That’s freaking brilliant. What the hell am I supposed to do with it?
  • Emerging stars: definition, code of credits producers association Wow, he’s a really smart guy. That’s freaking brilliant. What the hell am I supposed to do with it?
  • Mini story?

Pamela Rutledge: Transmedia Storytelling for Branding & Education Presentation Transcript

  • 1. TRANSMEDIA STORYTELLINGCreating Engagement and Meaning forOrganizations, Brands, Education, and Practice Pamela Rutledge, PhD, MBA @pamelarutledge 2012 APA Annual Convention, Orlando, Florida August 2, 2012 #apatransmedia
  • 2. Pamela Rutledge, PhD, MBA • Director, Media Psychology Research Center • Faculty, Massachusetts School of Professional Psychology and Instructor, UCIrvine Extension • Blogger, Psychology Today, Positively Media • Consultant & speaker: Transmedia storytelling for brands, visual and data design, interactive design for optimal engagement, social impact of technologyORGANIZATIONS & BRANDS
  • 3. 25% WATCH TV ONLINE
  • 4. 1 IN 4 USE YOUTUBE
  • 5. 53% USERS PLAY GAMES
  • 6. 90 MILLION IPADS BY 2015
  • 7. 69% MULTI-TASK MEDIA
  • 8. 2009: 300 MILLION 2011: 10 BILLIONhttp://www.bgr.com/2012/05/09/mobile-apps-infographic-wake-up-call/
  • 9. Mass Media Model: One to ManyONE TO MANY
  • 10. Network Model: Many to ManyMANY TO MANY
  • 11. IT’S A WHOLE NEW WORLD
  • 12. WHAT IS IT?WHAT• STORY • Unfolds across platforms • Each piece adds something unique and valuable • Motivates user to find others Henry Jenkins• USERS Convergence Culture • Join at different places • Participate and contribute content
  • 13. SO WHATTransmedia content doesn’t promote a product: itbecomes part of the product•It starts with the story, not the brand or product•The brand becomes part of the story’s universe•The audience is transported into the universe by thestory•The audience connects with the brand as a participantand a co-creator
  • 14. WHY Persuasion Audience Connection Financial Impact
  • 15. ANCIENT PRACTICE
  • 16. ANCIENT PRACTICE NEW TECHNOLOGY
  • 17. 3 ACT STRUCTURE 2 n Conflict Fa tio llin Ac 1 g 3 g Ac sin tio Ri nExposition Denouement/Resolve
  • 18. Traditional Story PathTRADITIONAL STORY PATH
  • 19. Transmedia ContentTRANSMEDIA CONTENT
  • 20. Transmedia ContentMULTIPLE PATHS
  • 21. Case Study: The Three Little PigsCASE STUDY: 3 PIGS Wolf: Website Pig 1: Website Wolf: Ning Network Pig 1: Anime for Team Wolf Super Pig Main Story Anchor: Novel Sequels Pig 2: Twitter Pig 3: Cooking Pig 3: Dialogue Blog Cookbook Pig 3: YouTube Pig 3: Fan Page VideosFull description at http://athinklab.com/transmedia-storytelling/case-study-example-the-three-little-pigs/
  • 22. Will Barbie Take Ken Back? CASE STUDY: KEN & BARBIE
  • 23. CASE STUDY: HAPPINESS
  • 24. CASE STUDY: CELIA & CHLOE
  • 25. CASE STUDY: JAY-Z
  • 26. CASE STUDY: TOMS
  • 27. NOW WHAT ? • Branding and Marketing SO WHAT ? • Non-Profits • Advocacy Campaigns • Education • Corporate Training #apatransmedia
  • 28. OverviewOVERVIEW• Transmedia storytelling is a way of looking at the world with a 360 degree view• Stories allow the message to be heard and experienced• Emotional engagement at multiple levels and to a wider audience• Creates audience investment through participation and co-creation
  • 29. Key FactorsKEY FACTORS • Emotional engagement – Core story with universal metaphors – Opportunities for empathy & narrative transportation – Clear protagonist and conflict – Defined world values and rules • Cognitive engagement – Coherent meta-narrative – Media pieces additive and consistent to story – Designed gaps, mysteries, and narrative spaces • Social engagement – Design for participation and sharing – Enable social validation and identity • Technology is only a tool • Respect the audience
  • 30. QUESTIONS?
  • 31. TRANSMEDIA STORYTELLING Pamela Rutledge, PhD, MBA pamelarutledge@gmail.com #apatransmedia THANK YOU