TRANSMEDIA STORYTELLINGCreating Engagement and Meaning forOrganizations, Brands, Education, and               Practice    ...
Pamela Rutledge, PhD, MBA             •   Director, Media Psychology Research Center             •   Faculty, Massachusett...
25% WATCH TV ONLINE
1 IN 4 USE YOUTUBE
53% USERS PLAY GAMES
90 MILLION IPADS BY 2015
69% MULTI-TASK MEDIA
2009: 300 MILLION   2011: 10 BILLIONhttp://www.bgr.com/2012/05/09/mobile-apps-infographic-wake-up-call/
Mass Media Model: One to ManyONE TO MANY
Network Model: Many to ManyMANY TO MANY
IT’S A WHOLE NEW WORLD
WHAT IS IT?WHAT• STORY • Unfolds across platforms • Each piece adds something   unique and valuable • Motivates user to fi...
SO WHATTransmedia content doesn’t promote a product: itbecomes part of the product•It starts with the story, not the brand...
WHY      Persuasion      Audience Connection      Financial Impact
ANCIENT PRACTICE
ANCIENT PRACTICE     NEW TECHNOLOGY
3 ACT STRUCTURE           2         n    Conflict                                     Fa                    tio           ...
Traditional Story PathTRADITIONAL STORY PATH
Transmedia ContentTRANSMEDIA CONTENT
Transmedia ContentMULTIPLE PATHS
Case Study: The Three Little PigsCASE STUDY: 3 PIGS                                                                       ...
Will Barbie Take Ken Back? CASE STUDY: KEN & BARBIE
CASE STUDY: HAPPINESS
CASE STUDY: CELIA & CHLOE
CASE STUDY: JAY-Z
CASE STUDY: TOMS
NOW WHAT ?   •   Branding and Marketing       SO WHAT ?   •   Non-Profits   •   Advocacy Campaigns   •   Education   •   C...
OverviewOVERVIEW• Transmedia storytelling is a way of looking at the  world with a 360 degree view• Stories allow the mess...
Key FactorsKEY FACTORS  •   Emotional engagement       –   Core story with universal metaphors       –   Opportunities for...
QUESTIONS?
TRANSMEDIA STORYTELLING    Pamela Rutledge, PhD, MBA    pamelarutledge@gmail.com                                #apatransm...
Pamela Rutledge: Transmedia Storytelling for Branding & Education
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.

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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?
  • Transcript of "Pamela Rutledge: Transmedia Storytelling for Branding & Education"

    1. 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. 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. 3. 25% WATCH TV ONLINE
    4. 4. 1 IN 4 USE YOUTUBE
    5. 5. 53% USERS PLAY GAMES
    6. 6. 90 MILLION IPADS BY 2015
    7. 7. 69% MULTI-TASK MEDIA
    8. 8. 2009: 300 MILLION 2011: 10 BILLIONhttp://www.bgr.com/2012/05/09/mobile-apps-infographic-wake-up-call/
    9. 9. Mass Media Model: One to ManyONE TO MANY
    10. 10. Network Model: Many to ManyMANY TO MANY
    11. 11. IT’S A WHOLE NEW WORLD
    12. 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. 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. 14. WHY Persuasion Audience Connection Financial Impact
    15. 15. ANCIENT PRACTICE
    16. 16. ANCIENT PRACTICE NEW TECHNOLOGY
    17. 17. 3 ACT STRUCTURE 2 n Conflict Fa tio llin Ac 1 g 3 g Ac sin tio Ri nExposition Denouement/Resolve
    18. 18. Traditional Story PathTRADITIONAL STORY PATH
    19. 19. Transmedia ContentTRANSMEDIA CONTENT
    20. 20. Transmedia ContentMULTIPLE PATHS
    21. 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. 22. Will Barbie Take Ken Back? CASE STUDY: KEN & BARBIE
    23. 23. CASE STUDY: HAPPINESS
    24. 24. CASE STUDY: CELIA & CHLOE
    25. 25. CASE STUDY: JAY-Z
    26. 26. CASE STUDY: TOMS
    27. 27. NOW WHAT ? • Branding and Marketing SO WHAT ? • Non-Profits • Advocacy Campaigns • Education • Corporate Training #apatransmedia
    28. 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. 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. 30. QUESTIONS?
    31. 31. TRANSMEDIA STORYTELLING Pamela Rutledge, PhD, MBA pamelarutledge@gmail.com #apatransmedia THANK YOU
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