The Power of Story - Social Storytelling

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The psychology of story by Dr. Pamela Rutledge to explore impact of social media innovations such as Intel's social films (i.e. The Beauty Inside) and Sony's Chefs and Musicians, Culinary Beats series …

The psychology of story by Dr. Pamela Rutledge to explore impact of social media innovations such as Intel's social films (i.e. The Beauty Inside) and Sony's Chefs and Musicians, Culinary Beats series presented at SoMe Awards, 2014, Portland.

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  • 1. The Power Of Story Dr. Pamela Rutledge Media Psychology Research Center pamelarutledge@gmail.com @pamelarutledge 2014 SoMe Awards Forum
  • 2. 2| Is ThisAStory?
  • 3. 3| No, it’s a picture But your brain can’t help itself. It starts to fill in all the missing pieces. How do we know this picture isn’t a story all by itself? Because your story isn’t the same as the person next to you. Your brain supplies all the assumptions, the intentionality and projects action based on your own models and biases.
  • 4. 4| Why Tell Stories?  Language of the brain  Connect us with universals, symbols, myths & metaphors  Provide a context for memory  Define the world and our place in it  Bridges differences, creates trust
  • 5. 5| rational emotion instinct
  • 6. 6| Stories Replicate Life
  • 7. 7| Transmedia Combines Story with Social
  • 8. 8| Adapted from: tstoryteller.com Franchise Comparison Transmedia Franchise Experiencing the whole is more satisfying than the sum of the parts because the pieces expand your understanding. The expansion creates added motivation by collecting the pieces Traditional Franchise Experiencing the whole is less satisfying than the sum of the parts because pieces are repetitive and not additive
  • 9. 9| MONOMEDIA TRANSMEDIA One way messaging Dialogue between consumer and brand Assumes all people can be reached with one media channel Gives audience choice in engagement path Single message or theme is adapted to fit different media Each media platform expands narrative with unique contribution Creator controls message Audience collaborates in story development Profitability limited to ROI of a given platform, no cross media leverage or narrative leverage Broadens life cycle and profitability of a campaign beyond traditional retail windows because content is monetizable Audience attention through interruption Audience attention through invitation Audience participation enhances brand identity and creates customer loyalty Engages the consumer long-term by providing value beyond the product Audience is validated and celebrated Comparison of Monomedia and Transmedia
  • 10. 10| MONOMEDIA TRANSMEDIA One way messaging Dialogue between consumer and brand Assumes all people can be reached with one media channel Gives audience choice in engagement path Single message or theme is adapted to fit different media Each media platform expands narrative with unique contribution Creator controls message Audience collaborates in story development Profitability limited to ROI of a given platform, no cross media leverage or narrative leverage Broadens life cycle and profitability of a campaign beyond traditional retail windows because content is monetizable Audience attention through interruption Audience attention through invitation Audience participation enhances brand identity and creates customer loyalty Engages the consumer long-term by providing value beyond the product Audience is validated and celebrated Comparison of Monomedia and Transmedia
  • 11. 11| ROI Ripple Effect
  • 12. 12| Net Value Proposition  Environmentally adaptive  Social capital strengthens brand equity  Platform expansion across demographics and industries  Customer feels valued
  • 13. 13| Yes Yes Yes Yes Yes Yes YesYes Yes Yes Yes Yes No 12 out of 13 Want Brands to Talk Story
  • 14. 14| Bridging Online with Offline Source: tstoryteller.com Online content strategy creates conversations & promote real world experiences Offline strategy creates online conversations and encourage product trials Spreadable Content Experience & Trial
  • 15. 15| Transmedia Development: Questions to Ask Know your brand Know Your Audience What is the story I want to tell? How will I deliver the story? What kind of audience participation do I want or need? How will audience participation effect the story over time? Source: Adapted from tstoryteller.com
  • 16. 16| TheAllure of Mystery
  • 17. 17| Plan for Engagement Attract Discover Experience Explore GROW AUDIENCE ENGAGEMENT Develop attractors that create anticipation: Challenge expectations & expand audiences Provide signposts that orient and guide audience to the experience Develop experiences, artifacts and rituals that engage all the senses and maintain connection Be active on multiple channels, design gaps and reminders to enhance motivation and extend connection Source: Adapted from http://www.slideshare.net/sioflynn
  • 18. 18| Let YourAudience Do The Work
  • 19. THANKYOU Dr. Pamela Rutledge Media Psychology Research Center pamelarutledge@gmail.com @pamelarutledge 2014 SoMe Awards Forum