Transmedia
storytelling.
Sami Salmenkivi

Hi, I’m Internet,
and I’m 3 years old!

The Size of Internet
1 trillion
(unique URLs)
26 million
1 billion
26 billion
http://googleblog.blogspot.com/2008/07/we-knew-web-was-big.html
http://googleblog.blogspot.com/2005/09/we-wanted-something-special-for-our.html
http://googleblog.blogspot.com/2004/11/googles-index-nearly-doubles.html

2,7 billion searches per month
in 2006

31 billion searches per month
in 2008

Searches per
month

Almost
300 000 000
monthly users

+100 000 000
in the last 8 months

Internet 3-yrs!

What does this mean?

Age of Billion

Age of Immediacy

Age of Immediacy

Some use Age of Immediacy in marketing.

Age of Chaos
http://www.flickr.com/photos/gustavog/6575595/sizes/o/

Does this work in the age of chaos?
Media Banner Web page

Age of Consequence

Age of Consequence

Age of Consequence

Age of Consequence

Age of Consequence

Cadbury’s Eyebrow
TV user as a Video made
premiere simply to
60 sec spot optimize
spoofs
Drive traffic and
awareness Channel4
“celebrity
BigBrother”
PR
Drive Interest blogs Spoofs
Facebook Spoofs
blogs Spoofs
blogs
Drive the plot Google Cadbury’s
YouTube
Google video
YouTube
used for
Bought
continuous
visibility
Owned
Earned

This is Transmedia
Storytelling.

Interesting stories are
culturally relevant and
get passed on from
person to person.

“Less about campaigning
and more about
commitment.”
-Yakob Faris, Naked London

Internet is not a medium.
It’s a platform, on which
brands should build a
marketing ecosystem.

A living and breathing
ecosystem needs love and
nurturing to keep alive.

(1) Centralized (2) De-centralized (3) Distributed

Bought
media
Earned Own
media media

Bought
media
Brand
What you tell about yourself,
divided by others say about
you.
Earned Own
media media

Marketing is based on
earned media optimized
bits.

Crossmedia with a digital heart.

You are not alone
telling the story.

Media used as a vehicle to
carry the story forward,
each medium has a pre-set
role.

I’m Robin
Banks!

Transmedia storytelling
doesn’t always mean a
treasure hunt.

How would you then market
underwear with transmedia
storytelling?

v

Have missions,
like creating
world peace.

by sending
warmongers your
not sexy
underwear.

a video of first
underwear delivery to
George W. Bush

How about beer?

What about Cars?

Transmedia Storytelling
1. Interesting stories are culturally relevant and get
passed on from person to person.
2. Commitment via long term ecosystem.
3. Crossmedia with a digital heart.
4. Earned media optimized bits
5. Own media geared for adding value.
6. Media used as a vehicle to carry the story forward, each
medium has a pre-set role.

Kiitos!
sami@laundry.fi
Twitter: ssalmenkivi
Blog: deceptive cadence.wordpress.com