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.

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
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  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
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  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
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  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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