Transmedia Storytelling

Transmedia Storytelling
Cristel Gonzales
Transmedia Storytelling | Cristel Gonzales
Starts at 60 | Travel at 60
Australia
8/8/17

Introductions
Transmedia Storytelling | Cristel Gonzales 18/8/17

What is a Story?
Importance of Storytelling
Digital’s Role in Transmedia Storytelling
Transmedia Storytelling | Cristel Gonzales8/8/17

What is a Story?
Cinderella Insider Food VideoMMK Episode
A story is what captivates the brain to understand and retain information better
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What is a Story?
Characters Dialogue / Script Format / Images
A story is simply a narrative structure that describes an event or sequence of events.
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Freytag’s
Pyramid
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A Story is..
How what happens
Affects someone
In pursuit of a difficult goal
How he or she changes

A Story is..
• How what happens – Plot
• Affects someone – Protagonist
• In pursuit of a difficult goal – Story Problem / Question
• How he or she changes – What the Story is about

Why Tell Stories?
We tell stories to entertain, to persuade and to explain.
Great stories win hearts and minds.

Buying Milk in the Supermarket..
Material Value Symbolic Value
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Stories offer a number of ways to connect your brand with your audience.
Why your brand exists? Origin of Purpose
What is the problem you are trying to
solve?
Purpose
Why is your product or service
important?
Your brand story, evolution, and
innovations
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• Bring brand to life
• Communicate an on-going journey that
each of customers can join
• Brand Story is a means by which WE can
connect with YOU
• Human element of what may be
considered just a “company”
Stories are a crucial part of development when building your brand persona
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Campaign Stories
• A beginning and an end
• Emotion
• Authenticity
• Relatability
Source: http://marketingland.com/6-secrets-digital-storytelling-190386
Great campaign stories are not only well-crafted, but also draw from these four key elements, which every
marketer should strive to incorporate:
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Storytelling on Steroids

What is Transmedia Storytelling?
“Transmedia storytelling” is telling a story
across multiple media and preferably,
although it doesn’t always happen, with a
degree of audience participation,
interaction or collaboration.

Telling stories across multiple media – transmedia
storytelling – allows content that’s right-sized, right-timed and
right-placed to form a larger, more profitable, cohesive and
rewarding experience.

Transmedia and Cross Media
Stories, nowadays, must develop
themselves in different platforms (Cross
Media) but there are stories that
combines the multi-device advantages of
Crossmedia but add the essential role of
the end users to the mix (Transmedia)

Me Before You
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Harry Potter

How I Met Your Mother
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Source: http://athinklab.com/transmedia-storytelling/what-is-transmedia-storytelling/
Old World
VS
New World
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TV Show to Blog, Book, Twitter, Website, Merchandise
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Why multiple media?
Because creating good content is not
enough to be noticed in a multi-device
world.
Because no single media satisfies our
curiosity or our lifestyle.
Each should tell a part of a great overall narrative
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Why multiple media?
Because we’re curious little creatures.
Because we wonder: how might that
story look from a different perspective?
From a different character’s
standpoint? What happened to the
characters after the ending? How else
might the story be told?
Technology affords us so many new options for extending a storyline.
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Elements of Transmedia
• Spreadability/Drillability
• Immersion/Extractability
• World Building
• Seriality
• Subjectivity
• Performance

Transmedia Communication is based on Depth
The key is to design a transmedia story well.
Instead of repeating the same thing over and over again in as many
different media as possible, each new point of contact must have a
different impact that transports us, as if we were on an elevator, through
different levels of depth.

What do we want to narrate?
How are we going to narrate it?
In what genre our narrative does
fit?
What kind of Transmedia
experience we want our audience
to live?
What kind of engagement?
Passive?
Shares?
Prosumers?
Websites
TV
Apps
Games
Paid
Premium
Crowdfunding
The Story Bible
Starting the Transmedia Storytelling
Conversation for Production
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Starting the Transmedia Storytelling
Conversation for Production
NARRATIVE EXPERIENCE AUDIENCE
PLATFORMS BUSINESS MODELS EXECUTION
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Source: https://www.slideshare.net/gfiorelli1/transmedia-18950459

8/8/17 Transmedia Storytelling | Cristel Gonzales 38
Just because your content is cross-platform, doesn’t mean you’re engaging
your audience
What’s the Role of Digital Media in it?

A Transmedia strategy takes a core story and
extends it, proactively inviting participation
and creating links among the story
experiences to extend engagement and
increase loyalty and commitment.

Creating content inside a digital storytelling
framework will ensure the story stays in the
audiences mind for longer. Transmedia and
narrative should help fuel social sharing.
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We know more people are online, using more
devices, at multiple times throughout the day.
Digital Media’s role is to connect and
engage with those people at the right time, on
the right device, with the right message.

Use the Strengths of the Platforms Effectively

Barbie and Ken’s Reunion
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Is Transmedia Storytelling
suitable for all brands?

The Future Of Storytelling
Immersion, Integration, Interactivity, Impact
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What will Consumers Expect from
Storytelling?
As technology becomes
more advanced and more
accessible across multiple
platforms, it’s only natural
for consumers to expect
increasingly higher standards
of creativity and engagement
from content creators.
What will
Consumers Expect
from Storytelling?
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Transmedia and Social Currency
In today's social media landscape, the customer is the hero of their own customer journey. They drive the search
engine. As a brand, you are merely a mentor offering encouragement, gifts and wisdom to help them on their
journey.
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Transmedia Marketing Is the
Future of Brand Storytelling

Six Secrets to Transmedia Storytelling
1. From Sequential to Simultaneous Communications
2. From Owned to Shared Supply Chain.
3. From Linear Storytelling to Systemic Story-Building.
4. From Kinescope to Kaleidoscope Content. (Ex: John Legend baby,
meme of politician in a beach)
5. From Incite to Insight.
6. From Craftsman to Craft Guild.

Storytelling is not a
Magic Wand

Thank you
Q&A
8/8/17
Cristel Gonzales
cristelgonzales@gmail.com
@tellybelly
@cristelgonzales
@cristelgonzales

Transmedia Storytelling

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