SlideShare a Scribd company logo
1 of 21
TRANSMEDIA
STORYTELLING
Presented by: James   Cooper •   Feb 17, 2012
What?
So What?
Now What?
What?
        Image: fotocommunity.com
Image: Robyn Jay
Not multimedia
Images: The Matrix
Powerful!
(just one or two words works best)




                           Image: OpenHappiness.tv
Image: DosEquis.com
Image: Barbie.com
So What?


           Image: Alex Merwin
Discovery

Discovery


            Image: CCPixel.net
Advocacy
Co-Creation
              Image: Twitter.com
Reduce
Redundancy
Now What?
            Image: geograph.org
Reducing
Redundancy
   For All Brands?
            Image: Nathanael Hevelone
Super Fans?
              Image: Nathan Rupert
Resources?
             Image: Graham Holliday
Status Quo?
       Image: Mark Chadwick
Recap
        Image: Daniele Dalledonne
Thank you to our
Sponsors and Partners

More Related Content

More from Social Media Group

Why Marketers Will Rule The World: Rise of the Marketing Technologist
Why Marketers Will Rule The World: Rise of the Marketing TechnologistWhy Marketers Will Rule The World: Rise of the Marketing Technologist
Why Marketers Will Rule The World: Rise of the Marketing TechnologistSocial Media Group
 
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?Social Media Group
 
Social Media Group CEO Maggie Fox featured in Inc. Magazine
Social Media Group CEO Maggie Fox featured in Inc. MagazineSocial Media Group CEO Maggie Fox featured in Inc. Magazine
Social Media Group CEO Maggie Fox featured in Inc. MagazineSocial Media Group
 
Social Media Group SMWTO: The New Wave of Visual Content Curation
Social Media Group SMWTO: The New Wave of Visual Content CurationSocial Media Group SMWTO: The New Wave of Visual Content Curation
Social Media Group SMWTO: The New Wave of Visual Content CurationSocial Media Group
 
Social Media Group SMWTO: Mining Data - Developing Foundations & Social Good
Social Media Group SMWTO: Mining Data - Developing Foundations & Social GoodSocial Media Group SMWTO: Mining Data - Developing Foundations & Social Good
Social Media Group SMWTO: Mining Data - Developing Foundations & Social GoodSocial Media Group
 
Social Media Group SMWTO: It's Not Going Viral!
Social Media Group SMWTO: It's Not Going Viral!Social Media Group SMWTO: It's Not Going Viral!
Social Media Group SMWTO: It's Not Going Viral!Social Media Group
 
Social Media Group SMWTO: Cutting Through the Noise
Social Media Group SMWTO: Cutting Through the NoiseSocial Media Group SMWTO: Cutting Through the Noise
Social Media Group SMWTO: Cutting Through the NoiseSocial Media Group
 
Social Media Group SMWTO: Data Democracy
Social Media Group SMWTO: Data DemocracySocial Media Group SMWTO: Data Democracy
Social Media Group SMWTO: Data DemocracySocial Media Group
 
Disrupting Traditional Leadership: Flock Behavior in Communities
Disrupting Traditional Leadership: Flock Behavior in CommunitiesDisrupting Traditional Leadership: Flock Behavior in Communities
Disrupting Traditional Leadership: Flock Behavior in CommunitiesSocial Media Group
 
Privacy is a Commodity, Not a Place: Defrag 2010 keynote
Privacy is a Commodity, Not a Place: Defrag 2010 keynotePrivacy is a Commodity, Not a Place: Defrag 2010 keynote
Privacy is a Commodity, Not a Place: Defrag 2010 keynoteSocial Media Group
 
Case Study: Yamaha's Conversation with Their Customers
Case Study: Yamaha's Conversation with Their CustomersCase Study: Yamaha's Conversation with Their Customers
Case Study: Yamaha's Conversation with Their CustomersSocial Media Group
 
Case Study: Setting Content Free at Ford - Web 2.0 Expo Presentation
Case Study: Setting Content Free at Ford - Web 2.0 Expo PresentationCase Study: Setting Content Free at Ford - Web 2.0 Expo Presentation
Case Study: Setting Content Free at Ford - Web 2.0 Expo PresentationSocial Media Group
 

More from Social Media Group (14)

Why Marketers Will Rule The World: Rise of the Marketing Technologist
Why Marketers Will Rule The World: Rise of the Marketing TechnologistWhy Marketers Will Rule The World: Rise of the Marketing Technologist
Why Marketers Will Rule The World: Rise of the Marketing Technologist
 
SMG Innovation Camp - Qwiki
SMG Innovation Camp - QwikiSMG Innovation Camp - Qwiki
SMG Innovation Camp - Qwiki
 
Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?Social Marketing to B2B vs B2C: What's the Difference?
Social Marketing to B2B vs B2C: What's the Difference?
 
Social Media Group CEO Maggie Fox featured in Inc. Magazine
Social Media Group CEO Maggie Fox featured in Inc. MagazineSocial Media Group CEO Maggie Fox featured in Inc. Magazine
Social Media Group CEO Maggie Fox featured in Inc. Magazine
 
Social Media Group SMWTO: The New Wave of Visual Content Curation
Social Media Group SMWTO: The New Wave of Visual Content CurationSocial Media Group SMWTO: The New Wave of Visual Content Curation
Social Media Group SMWTO: The New Wave of Visual Content Curation
 
Social Media Group SMWTO: Mining Data - Developing Foundations & Social Good
Social Media Group SMWTO: Mining Data - Developing Foundations & Social GoodSocial Media Group SMWTO: Mining Data - Developing Foundations & Social Good
Social Media Group SMWTO: Mining Data - Developing Foundations & Social Good
 
Social Media Group SMWTO: It's Not Going Viral!
Social Media Group SMWTO: It's Not Going Viral!Social Media Group SMWTO: It's Not Going Viral!
Social Media Group SMWTO: It's Not Going Viral!
 
Social Media Group SMWTO: Cutting Through the Noise
Social Media Group SMWTO: Cutting Through the NoiseSocial Media Group SMWTO: Cutting Through the Noise
Social Media Group SMWTO: Cutting Through the Noise
 
Social Media Group SMWTO: Data Democracy
Social Media Group SMWTO: Data DemocracySocial Media Group SMWTO: Data Democracy
Social Media Group SMWTO: Data Democracy
 
Disrupting Traditional Leadership: Flock Behavior in Communities
Disrupting Traditional Leadership: Flock Behavior in CommunitiesDisrupting Traditional Leadership: Flock Behavior in Communities
Disrupting Traditional Leadership: Flock Behavior in Communities
 
Social Media in China
Social Media in ChinaSocial Media in China
Social Media in China
 
Privacy is a Commodity, Not a Place: Defrag 2010 keynote
Privacy is a Commodity, Not a Place: Defrag 2010 keynotePrivacy is a Commodity, Not a Place: Defrag 2010 keynote
Privacy is a Commodity, Not a Place: Defrag 2010 keynote
 
Case Study: Yamaha's Conversation with Their Customers
Case Study: Yamaha's Conversation with Their CustomersCase Study: Yamaha's Conversation with Their Customers
Case Study: Yamaha's Conversation with Their Customers
 
Case Study: Setting Content Free at Ford - Web 2.0 Expo Presentation
Case Study: Setting Content Free at Ford - Web 2.0 Expo PresentationCase Study: Setting Content Free at Ford - Web 2.0 Expo Presentation
Case Study: Setting Content Free at Ford - Web 2.0 Expo Presentation
 

Recently uploaded

SIM INFORMATION SYSTEM: REVOLUTIONIZING DATA MANAGEMENT
SIM INFORMATION SYSTEM: REVOLUTIONIZING DATA MANAGEMENTSIM INFORMATION SYSTEM: REVOLUTIONIZING DATA MANAGEMENT
SIM INFORMATION SYSTEM: REVOLUTIONIZING DATA MANAGEMENTxtailishbaloch
 
.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptx.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptxHansamali Gamage
 
Q4 2023 Quarterly Investor Presentation - FINAL - v1.pdf
Q4 2023 Quarterly Investor Presentation - FINAL - v1.pdfQ4 2023 Quarterly Investor Presentation - FINAL - v1.pdf
Q4 2023 Quarterly Investor Presentation - FINAL - v1.pdfTejal81
 
Webinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - Tech
Webinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - TechWebinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - Tech
Webinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - TechProduct School
 
Introduction - IPLOOK NETWORKS CO., LTD.
Introduction - IPLOOK NETWORKS CO., LTD.Introduction - IPLOOK NETWORKS CO., LTD.
Introduction - IPLOOK NETWORKS CO., LTD.IPLOOK Networks
 
2024.03.12 Cost drivers of cultivated meat production.pdf
2024.03.12 Cost drivers of cultivated meat production.pdf2024.03.12 Cost drivers of cultivated meat production.pdf
2024.03.12 Cost drivers of cultivated meat production.pdfThe Good Food Institute
 
TrustArc Webinar - How to Live in a Post Third-Party Cookie World
TrustArc Webinar - How to Live in a Post Third-Party Cookie WorldTrustArc Webinar - How to Live in a Post Third-Party Cookie World
TrustArc Webinar - How to Live in a Post Third-Party Cookie WorldTrustArc
 
Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...DianaGray10
 
How to become a GDSC Lead GDSC MI AOE.pptx
How to become a GDSC Lead GDSC MI AOE.pptxHow to become a GDSC Lead GDSC MI AOE.pptx
How to become a GDSC Lead GDSC MI AOE.pptxKaustubhBhavsar6
 
IT Service Management (ITSM) Best Practices for Advanced Computing
IT Service Management (ITSM) Best Practices for Advanced ComputingIT Service Management (ITSM) Best Practices for Advanced Computing
IT Service Management (ITSM) Best Practices for Advanced ComputingMAGNIntelligence
 
Where developers are challenged, what developers want and where DevEx is going
Where developers are challenged, what developers want and where DevEx is goingWhere developers are challenged, what developers want and where DevEx is going
Where developers are challenged, what developers want and where DevEx is goingFrancesco Corti
 
Design and Modeling for MySQL SCALE 21X Pasadena, CA Mar 2024
Design and Modeling for MySQL SCALE 21X Pasadena, CA Mar 2024Design and Modeling for MySQL SCALE 21X Pasadena, CA Mar 2024
Design and Modeling for MySQL SCALE 21X Pasadena, CA Mar 2024Alkin Tezuysal
 
UiPath Studio Web workshop Series - Day 3
UiPath Studio Web workshop Series - Day 3UiPath Studio Web workshop Series - Day 3
UiPath Studio Web workshop Series - Day 3DianaGray10
 
Emil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptx
Emil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptxEmil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptx
Emil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptxNeo4j
 
Keep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES LiveKeep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES LiveIES VE
 
Planetek Italia Srl - Corporate Profile Brochure
Planetek Italia Srl - Corporate Profile BrochurePlanetek Italia Srl - Corporate Profile Brochure
Planetek Italia Srl - Corporate Profile BrochurePlanetek Italia Srl
 
UiPath Studio Web workshop series - Day 1
UiPath Studio Web workshop series  - Day 1UiPath Studio Web workshop series  - Day 1
UiPath Studio Web workshop series - Day 1DianaGray10
 
How to release an Open Source Dataweave Library
How to release an Open Source Dataweave LibraryHow to release an Open Source Dataweave Library
How to release an Open Source Dataweave Libraryshyamraj55
 
CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024Brian Pichman
 
Trailblazer Community - Flows Workshop (Session 2)
Trailblazer Community - Flows Workshop (Session 2)Trailblazer Community - Flows Workshop (Session 2)
Trailblazer Community - Flows Workshop (Session 2)Muhammad Tiham Siddiqui
 

Recently uploaded (20)

SIM INFORMATION SYSTEM: REVOLUTIONIZING DATA MANAGEMENT
SIM INFORMATION SYSTEM: REVOLUTIONIZING DATA MANAGEMENTSIM INFORMATION SYSTEM: REVOLUTIONIZING DATA MANAGEMENT
SIM INFORMATION SYSTEM: REVOLUTIONIZING DATA MANAGEMENT
 
.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptx.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptx
 
Q4 2023 Quarterly Investor Presentation - FINAL - v1.pdf
Q4 2023 Quarterly Investor Presentation - FINAL - v1.pdfQ4 2023 Quarterly Investor Presentation - FINAL - v1.pdf
Q4 2023 Quarterly Investor Presentation - FINAL - v1.pdf
 
Webinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - Tech
Webinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - TechWebinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - Tech
Webinar: The Art of Prioritizing Your Product Roadmap by AWS Sr PM - Tech
 
Introduction - IPLOOK NETWORKS CO., LTD.
Introduction - IPLOOK NETWORKS CO., LTD.Introduction - IPLOOK NETWORKS CO., LTD.
Introduction - IPLOOK NETWORKS CO., LTD.
 
2024.03.12 Cost drivers of cultivated meat production.pdf
2024.03.12 Cost drivers of cultivated meat production.pdf2024.03.12 Cost drivers of cultivated meat production.pdf
2024.03.12 Cost drivers of cultivated meat production.pdf
 
TrustArc Webinar - How to Live in a Post Third-Party Cookie World
TrustArc Webinar - How to Live in a Post Third-Party Cookie WorldTrustArc Webinar - How to Live in a Post Third-Party Cookie World
TrustArc Webinar - How to Live in a Post Third-Party Cookie World
 
Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...Explore the UiPath Community and ways you can benefit on your journey to auto...
Explore the UiPath Community and ways you can benefit on your journey to auto...
 
How to become a GDSC Lead GDSC MI AOE.pptx
How to become a GDSC Lead GDSC MI AOE.pptxHow to become a GDSC Lead GDSC MI AOE.pptx
How to become a GDSC Lead GDSC MI AOE.pptx
 
IT Service Management (ITSM) Best Practices for Advanced Computing
IT Service Management (ITSM) Best Practices for Advanced ComputingIT Service Management (ITSM) Best Practices for Advanced Computing
IT Service Management (ITSM) Best Practices for Advanced Computing
 
Where developers are challenged, what developers want and where DevEx is going
Where developers are challenged, what developers want and where DevEx is goingWhere developers are challenged, what developers want and where DevEx is going
Where developers are challenged, what developers want and where DevEx is going
 
Design and Modeling for MySQL SCALE 21X Pasadena, CA Mar 2024
Design and Modeling for MySQL SCALE 21X Pasadena, CA Mar 2024Design and Modeling for MySQL SCALE 21X Pasadena, CA Mar 2024
Design and Modeling for MySQL SCALE 21X Pasadena, CA Mar 2024
 
UiPath Studio Web workshop Series - Day 3
UiPath Studio Web workshop Series - Day 3UiPath Studio Web workshop Series - Day 3
UiPath Studio Web workshop Series - Day 3
 
Emil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptx
Emil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptxEmil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptx
Emil Eifrem at GraphSummit Copenhagen 2024 - The Art of the Possible.pptx
 
Keep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES LiveKeep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES Live
 
Planetek Italia Srl - Corporate Profile Brochure
Planetek Italia Srl - Corporate Profile BrochurePlanetek Italia Srl - Corporate Profile Brochure
Planetek Italia Srl - Corporate Profile Brochure
 
UiPath Studio Web workshop series - Day 1
UiPath Studio Web workshop series  - Day 1UiPath Studio Web workshop series  - Day 1
UiPath Studio Web workshop series - Day 1
 
How to release an Open Source Dataweave Library
How to release an Open Source Dataweave LibraryHow to release an Open Source Dataweave Library
How to release an Open Source Dataweave Library
 
CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024
 
Trailblazer Community - Flows Workshop (Session 2)
Trailblazer Community - Flows Workshop (Session 2)Trailblazer Community - Flows Workshop (Session 2)
Trailblazer Community - Flows Workshop (Session 2)
 

Social Media Group SMWTO: Transmedia Storytelling

Editor's Notes

  1. Good morning everyone. Thank you for joining us here today.In my session, I’m going to talk to you about something that’s not necessarily a new concept but it’s an idea that seems poised gain more and more traction among marketers. I’m talking about Transmedia Storytelling.
  2. I’m going to cover three three main points:What? I’m going to define transmedia storytelling for you, that is (What?)So what? I’m going to tell you why in mattersAnd now what? I’ll pose some questions to consider in regards to it
  3. Ok,What is transmedia storytelling?“Borderless, or open, story worlds arcing over multiple platforms in innovative ways”It’s storytelling across multiple platforms and formats using digital technologies.It’s more about telling a story and less about the technology and media that are used to tell it.
  4. Transmedia storytelling offers participants multiple entry points, enabling participants to go deeper, find new possibilities, insights and experiences within a narrative. Now, let me show you some examples.
  5. Transmedia is not multimedia.Transmedia is focused on the story. Multimedia is focused on the technology.Transmedia is deep content and highly participatory
  6. The Matrix franchise is a classic example of transmedia storytelling.It offers encyclopaedic information with entry points through the film, the comics, the video game or the animated film. Each medium offer participants new details to the broader narrative.
  7. In 2006, Coke released a commercial depicting a magical world housed within Coke vending machines. The narrative carried over to an mockumentary inside the Happinness factory, a game-based website and “Open happiness” track by the artists in this picture: Cee-lo Green, Patrick Stump and Janelle Monae
  8. DosEquis’ Most Interesting Man in The World is a story world that’s created using TV ads, a game based website, digital video, facts and trivia… His story is told in amusing one liners: When in Rome, they do as he does.
  9. After 7 years apart, [Mattel’s] Ken decided that he wanted Barbie back. The story unfolded across Facebook, Twitter, Foursquare and the “Genuine Ken” TV show on Hulu. Participants were able to vote online or by text.Culminated Valentine’s Day 2011Consumers vote by text or online
  10. So what? Why does this transmedia matter? It matters because our brains are wired for narrative construction. Humans love stories. Our lives are filled with stories that travel across media.Lines between media are blurring…“a book … is a book and a newspaper article and a blog post and a tweet,” says Nick Bilton, New York Times, tech reporterIt’s not about being present in all media and platforms. It’s about having continuity across all media.Photo: http://www.flickr.com/photos/36177169@N02/4786376857/
  11. Multiple entry points of a story world can increase the likelihood of participants discovering the story, which can lead to exploration and demand for story knowledge. This generates audience reactions and emotions.Telling a really great story is like building an architectural masterpiece.Creating worldsNew realmsIntense loyaltyPhoto: http://www.ccpixel.net/wp-content/uploads/2009/02/dscf1355.jpg
  12. Stirring emotions among a fan base can inspire intense loyalty and advocacy. This can influence others to discover and explore the story world. In other words, it seeds and nurtures word of mouth marketing.Motivating a fan base to develop intense loyalty and advocacy for the storyPhoto: http://www.flickr.com/photos/rohdesign/3111463283/Telling a really great story is like building an architectural masterpiece.Creating worldsNew realmsIntense loyalty
  13. The audience can create too as seen in the case of Mad Men. Fans took it upon themselves to tweet as characters from the show in a way that feels realistic to readers.Read more: http://news.cnet.com/8301-13772_3-10198587-52.html#ixzz1mVqcHCV4
  14. Rather than repeating the same content across channels, as is often the case, brands have an opportunity to create unique content for each medium that tells a piece of the broader story.
  15. Now what? As marketers, where are we supposed to go with this idea of transmedia storytelling? I think we start by asking ourselves questions about it, taking an inventory and then making decisions.Photo: http://www.geograph.org.uk/photo/165365This is the where we take an inventory and consider transmedia storytelling as a marketing opportunity.
  16. First, we need to ask ourselves whether or not transmedia storytelling is right for all brands? Or is only suitable for entertainment and B2C brands? Or could it also work in B2B?Does fiction fit with your brand’s values?Does the story have to be fictional?Photo: http://www.flickr.com/photos/nananio/2734371922/
  17. Next, Does your brand have ardent fans who would relish in a story world? Is there a potential for them?Would storytelling geared toward your most passionate and loyal fans risk alienating more moderate fans/customers?Photo: http://www.flickr.com/photos/nathaninsandiego/3968321020/
  18. Transmedia storytelling can be demanding of resources call for diverse skillsets. Does your brand have the resources to feed an continuous production? Or would you need to take a start-stop campaign approach?Can we gear-up to a ‘continuous’ rather than ‘start-stop’ mode of production?Photo: http://www.flickr.com/photos/noodlepie/6123144426/
  19. According to “story architect”, Lance Weiler, “transmedia is a transitional term. By its very definition. All media will be trans and will move fluidly.” Do we need to prepare ourselves for it to become the norm?“transmedia is a transitional term. By its very definition.All media will be trans and will move fluidly,” says “story architect” Lance Weiler (in the Wall Street Journal)As the media blur, the narrative… the story takes centre stage. Brands need to become stories.We’re already seeing many B2C companies becoming stories. B2B will too.Photo: http://www.flickr.com/photos/markchadwick/5140003274/
  20. What? Transmedia storytelling – Borderless story worlds arcing over multiple platformsSo what? As humans we likes stories. Can you work your brand into a narrative?Now what? Should we prepare for this as the norm. Photo: http://www.flickr.com/photos/ddalledo/5464803100/