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Transmedia Storytelling"
2013 Integrated Marketing Forum
"

"

Dr. Pamela Rutledge

Media Psychology Research Center
@pame...
2	


Dr. Pamela Rutledge | Transmedia Storytelling
Transmedia Storytelling will "

transform
the way we create brand value
"

3
Why?
Power of Storytelling
+
Awesomeness of Technology

4	


Dr. Pamela Rutledge | Transmedia Storytelling
5
6
7	


Dr. Pamela Rutledge | Transmedia Storytelling
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Dr. Pamela Rutledge | Transmedia Storytelling
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Dr. Pamela Rutledge | Transmedia Storytelling
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Dr. Pamela Rutledge | Transmedia Storytelling
MICROBLOGGING
SOCIAL
NETWORKING

PUBLISHING

VOICE &
MESSAGING
PHOTOSHARING

SEARCH
AGGREGATORS

BRAND
GAMING

AUDIO
VIRTU...
Yes	

Yes	


Yes	


Yes	

 Yes	


Yes	


Yes	

No	

Yes	

 Yes	


12	


Yes	

Yes	


Yes	


Dr. Pamela Rutledge | Transmed...
Content Drives Device Choice

13	


Dr. Pamela Rutledge | Transmedia Storytelling
Transmedia Storytelling is a coordinated 

story experience told 
across multiple media platforms

with the audience’s hel...
Transmedia Storytelling 
Story
Unfolds across different media platforms
Each platform adds something unique and
valuable
Ea...
Noun!

Transmedia Storytelling
Adjective!

Dr. Pamela Rutledge | Transmedia Storytelling
Why Story?

Dr. Pamela Rutledge | Transmedia Storytelling
1

Stories are the
fundamental building
blocks of the brain

Dr. Pamela Rutledge | Transmedia Storytelling
2
Stories engage emotion
and reason

Dr. Pamela Rutledge | Transmedia Storytelling
3
Stories get our attention
and make things stick

Dr. Pamela Rutledge | Transmedia Storytelling
4
Stories create 

trust through shared experience

Dr. Pamela Rutledge | Transmedia Storytelling
5
Stories deliver big
ideas with few words

Dr. Pamela Rutledge | Transmedia Storytelling
6

Stories sneak your ideas into
the audience’s mind

Dr. Pamela Rutledge | Transmedia Storytelling
A Good Story

• 
• 
• 
• 
• 
• 
• 

Purpose
Emotional Engagement
A Hero 
Catalyst
Conflict
Transformation
Resolution

24

D...
• 
• 
• 
• 
• 
• 
• 

Purpose: Inspiration
& empowerment
Problem: Internal
barriers to winning
Goal: Winning
Protagonist/H...
Nike: Goddess of Victory

26	


Dr. Pamela Rutledge | Transmedia Storytelling
12 Core Archetypes
ACHIEVEMENT	


Outlaw
Magician

Hero
Jester

Explorer
INDEPENDENCE & 	

FULFILLMENT	


Sage

Everyman

...
Transmedia Isn’t New

Dr. Pamela Rutledge | Transmedia Storytelling
Who’s in Charge?

29	


Dr. Pamela Rutledge | Transmedia Storytelling
Source: tstoryteller.com
Dr. Pamela Rutledge | Transmedia Storytelling
Transmedia Story: The Matrix
Transmedia	


ia	

nsmed
Tra

Traditional
Path

Traditional
Path

Dr. Pamela Rutledge | Trans...
Transmedia Story: The Three Little Pigs
Pig 2: Pinterest
Board

Pig 1: Website

Wolf: Website

Pig 1: Anime
Super Pig

Mai...
Transmedia Story: Harley Davidson
Product Placement
Live Events

Organized
Rides

Museum

Fan Communities
Website: Harley-...
Bridging Online with Offline
Online content strategy
designed to create
conversations and
promote real world
events"
"
"
Offl...
35	


Dr. Pamela Rutledge | Transmedia Storytelling
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Dr. Pamela Rutledge | Transmedia Storytelling
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Dr. Pamela Rutledge | Transmedia Storytelling
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Dr. Pamela Rutledge | Transmedia Storytelling
Transmedia Story: TOMS Shoes
Style Your
Sole Parties
Shoe Drops
Day Without Shoes

Stores
Anchor: Website
@TOMS
Online
Off...
•  Protagonist
•  Antagonist
•  Conflict
•  Goals
Dr. Pamela Rutledge | Transmedia Storytelling
Dr. Pamela Rutledge | Transmedia Storytelling
42	


Dr. Pamela Rutledge | Transmedia Storytelling
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Dr. Pamela Rutledge | Transmedia Storytelling
Dr. Pamela Rutledge | Transmedia Storytelling
 	
  	
  	
  	
  	
  	
  Transmedia	
  Story:	
  Jay-­‐Z	
  

Dr. Pamela Rutledge | Transmedia Storytelling
Fans Carry the Brand Story

46	


Dr. Pamela Rutledge | Transmedia Storytelling
Stories that Violated the Brand

47	


Dr. Pamela Rutledge | Transmedia Storytelling
Transmedia Development: Fundamentals
How will audience
participation effect
the story over
time?	


What kind of audience
...
Design Process: Audience Focus

Story

Integrated
Platforms

Experience
Design

Engagement
Strategy

Source: Adapted from ...
Plan for Levels of Engagement

GROW CONSUMER ENGAGEMENT

Attract	

Attract attention
and create
anticipation

Discover	

P...
Effective Brand Storytelling

Dr. Pamela Rutledge | Transmedia Storytelling
Story Opportunities Unexplored

Dr. Pamela Rutledge | Transmedia Storytelling
Transmedia Checklist
ü Identify and craft the essential story
ü Know your audience
ü Expand the story into smaller narr...
Above All: Be True to the Story

Dr. Pamela Rutledge | Transmedia Storytelling
Presented by: Dr. Pamela Rutledge
2013 Integrated Marketing Forum
pamelarutledge@gmail.com

www.pamelarutledge.com
@pamela...
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Transmedia Storytelling as a Content Marketing Strategy

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Presentation at the Integrated Marketing Forum 2013, Tustin. Transmedia storytelling for brands is strategic story-based content development that links the psychological power of story with the creative potential and reach of media technologies.

Transcript of "Transmedia Storytelling as a Content Marketing Strategy"

  1. 1. Transmedia Storytelling" 2013 Integrated Marketing Forum " " Dr. Pamela Rutledge Media Psychology Research Center @pamelarutledge 1
  2. 2. 2 Dr. Pamela Rutledge | Transmedia Storytelling
  3. 3. Transmedia Storytelling will " transform the way we create brand value " 3
  4. 4. Why? Power of Storytelling + Awesomeness of Technology 4 Dr. Pamela Rutledge | Transmedia Storytelling
  5. 5. 5
  6. 6. 6
  7. 7. 7 Dr. Pamela Rutledge | Transmedia Storytelling
  8. 8. 8 Dr. Pamela Rutledge | Transmedia Storytelling
  9. 9. 9 Dr. Pamela Rutledge | Transmedia Storytelling
  10. 10. 10 Dr. Pamela Rutledge | Transmedia Storytelling
  11. 11. MICROBLOGGING SOCIAL NETWORKING PUBLISHING VOICE & MESSAGING PHOTOSHARING SEARCH AGGREGATORS BRAND GAMING AUDIO VIRTUAL WORLDS VIDEO CROWDSOURCING LIVECASTING MOBILE RSS Dr. Pamela Rutledge | Transmedia Storytelling
  12. 12. Yes Yes Yes Yes Yes Yes Yes No Yes Yes 12 Yes Yes Yes Dr. Pamela Rutledge | Transmedia Storytelling
  13. 13. Content Drives Device Choice 13 Dr. Pamela Rutledge | Transmedia Storytelling
  14. 14. Transmedia Storytelling is a coordinated 
 story experience told across multiple media platforms with the audience’s help Dr. Pamela Rutledge | Transmedia Storytelling
  15. 15. Transmedia Storytelling Story Unfolds across different media platforms Each platform adds something unique and valuable Each piece motivates the user to seek out the others •  •  •  Audience Multiple points of entry into the story Designed for participation and content creation •  •  Dr. Pamela Rutledge | Transmedia Storytelling
  16. 16. Noun! Transmedia Storytelling Adjective! Dr. Pamela Rutledge | Transmedia Storytelling
  17. 17. Why Story? Dr. Pamela Rutledge | Transmedia Storytelling
  18. 18. 1 Stories are the fundamental building blocks of the brain Dr. Pamela Rutledge | Transmedia Storytelling
  19. 19. 2 Stories engage emotion and reason Dr. Pamela Rutledge | Transmedia Storytelling
  20. 20. 3 Stories get our attention and make things stick Dr. Pamela Rutledge | Transmedia Storytelling
  21. 21. 4 Stories create 
 trust through shared experience Dr. Pamela Rutledge | Transmedia Storytelling
  22. 22. 5 Stories deliver big ideas with few words Dr. Pamela Rutledge | Transmedia Storytelling
  23. 23. 6 Stories sneak your ideas into the audience’s mind Dr. Pamela Rutledge | Transmedia Storytelling
  24. 24. A Good Story •  •  •  •  •  •  •  Purpose Emotional Engagement A Hero Catalyst Conflict Transformation Resolution 24 Dr. Pamela Rutledge | Transmedia Storytelling
  25. 25. •  •  •  •  •  •  •  Purpose: Inspiration & empowerment Problem: Internal barriers to winning Goal: Winning Protagonist/Hero: You Antagonist: Psychological fears Guide: Transformation Dr. Pamela Rutledge | Transmedia Storytelling
  26. 26. Nike: Goddess of Victory 26 Dr. Pamela Rutledge | Transmedia Storytelling
  27. 27. 12 Core Archetypes ACHIEVEMENT Outlaw Magician Hero Jester Explorer INDEPENDENCE & FULFILLMENT Sage Everyman Innocent BELONGING & ENJOYMENT Lover Creator Caregiver Ruler STABILITY 27 Dr. Pamela Rutledge | Transmedia Storytelling
  28. 28. Transmedia Isn’t New Dr. Pamela Rutledge | Transmedia Storytelling
  29. 29. Who’s in Charge? 29 Dr. Pamela Rutledge | Transmedia Storytelling
  30. 30. Source: tstoryteller.com Dr. Pamela Rutledge | Transmedia Storytelling
  31. 31. Transmedia Story: The Matrix Transmedia ia nsmed Tra Traditional Path Traditional Path Dr. Pamela Rutledge | Transmedia Storytelling
  32. 32. Transmedia Story: The Three Little Pigs Pig 2: Pinterest Board Pig 1: Website Wolf: Website Pig 1: Anime Super Pig Main Story Anchor: Novel Expansion 1 Pig 2: Twitter Dialogue Wolf: Vine Wolf: Ning Network for Team Wolf Main Website Pig 3: Cooking Blog Sequels Pig 3: Cookbook Expansion 2 Expansion 3 Pig 3: YouTube Videos Pig 3: Fan Page Dr. Pamela Rutledge | Transmedia Storytelling
  33. 33. Transmedia Story: Harley Davidson Product Placement Live Events Organized Rides Museum Fan Communities Website: Harley-Davidson.com Anchor: Stores @harleydavidson Online Logo Wear Fan Pages & Videos Facebook Offline Consumer Created Harley Channel Dr. Pamela Rutledge | Transmedia Storytelling
  34. 34. Bridging Online with Offline Online content strategy designed to create conversations and promote real world events" " " Offline event strategy designed to create online conversations and encourage product trial" Source: Adapted from Robert Pratten, tstoryteller.com Dr. Pamela Rutledge | Transmedia Storytelling
  35. 35. 35 Dr. Pamela Rutledge | Transmedia Storytelling
  36. 36. 36 Dr. Pamela Rutledge | Transmedia Storytelling
  37. 37. 37 Dr. Pamela Rutledge | Transmedia Storytelling
  38. 38. 38 Dr. Pamela Rutledge | Transmedia Storytelling
  39. 39. Transmedia Story: TOMS Shoes Style Your Sole Parties Shoe Drops Day Without Shoes Stores Anchor: Website @TOMS Online Offline Consumer Created @BlakeMykowskie TOMS Channel Fan Created Content Facebook Google+ Dr. Pamela Rutledge | Transmedia Storytelling
  40. 40. •  Protagonist •  Antagonist •  Conflict •  Goals Dr. Pamela Rutledge | Transmedia Storytelling
  41. 41. Dr. Pamela Rutledge | Transmedia Storytelling
  42. 42. 42 Dr. Pamela Rutledge | Transmedia Storytelling
  43. 43. 43 Dr. Pamela Rutledge | Transmedia Storytelling
  44. 44. Dr. Pamela Rutledge | Transmedia Storytelling
  45. 45.              Transmedia  Story:  Jay-­‐Z   Dr. Pamela Rutledge | Transmedia Storytelling
  46. 46. Fans Carry the Brand Story 46 Dr. Pamela Rutledge | Transmedia Storytelling
  47. 47. Stories that Violated the Brand 47 Dr. Pamela Rutledge | Transmedia Storytelling
  48. 48. Transmedia Development: Fundamentals How will audience participation effect the story over time? What kind of audience participation do I want or need? How will I deliver the story? What is my brand story? Who is My Audience? What story do I want to tell? Source: Adapted from tstoryteller.com Dr. Pamela Rutledge | Transmedia Storytelling
  49. 49. Design Process: Audience Focus Story Integrated Platforms Experience Design Engagement Strategy Source: Adapted from Siobhan O’Flynn http://www.slideshare.net/sioflynn Dr. Pamela Rutledge | Transmedia Storytelling
  50. 50. Plan for Levels of Engagement GROW CONSUMER ENGAGEMENT Attract Attract attention and create anticipation Discover Provide signposts for context that can guide consumers to other experiences within the brand story Experience Develop easily shareable content, such as symbols or rituals and engage all the senses to strengthen connection Explore Provide multiple channels and gaps for exploration; create social bonds and reminders to keep consumers motivated and connected Source: Adapted from Siobhan O’Flynn http://www.slideshare.net/sioflynn Dr. Pamela Rutledge | Transmedia Storytelling
  51. 51. Effective Brand Storytelling Dr. Pamela Rutledge | Transmedia Storytelling
  52. 52. Story Opportunities Unexplored Dr. Pamela Rutledge | Transmedia Storytelling
  53. 53. Transmedia Checklist ü Identify and craft the essential story ü Know your audience ü Expand the story into smaller narratives that fit different platforms ü Design for participation ü Entice by creating gaps and mysteries ü Respect your audience ü Collaborate in-house and with customers ü Extend, adapt and share Dr. Pamela Rutledge | Transmedia Storytelling
  54. 54. Above All: Be True to the Story Dr. Pamela Rutledge | Transmedia Storytelling
  55. 55. Presented by: Dr. Pamela Rutledge 2013 Integrated Marketing Forum pamelarutledge@gmail.com www.pamelarutledge.com @pamelarutledge 55
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