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Digital PR Academy - Transmedia Storytelling for PR + Brand Communication

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Presentation of my master class about Transmedia Storytelling at Digital PR Academy of the ADECEC - Barcelona. (Probably my longest presentation until today).

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Digital PR Academy - Transmedia Storytelling for PR + Brand Communication

  1. 1. TRANSMEDIA STORYTELLING MONTECARLO – nov, 13th, 2015
  2. 2. TRANSMEDIA STORYTELLING - Contents ●  INTRODUCTION: WHO AM I ●  What Is (and What Is Not) Storytelling ●  Storytelling & Storytelling ●  Diamond Sutra ●  Storytelling Circle ●  Transmedia Storytelling ●  Stories & Games ●  Every One of Us ●  StoryWorlds & Brand Universes ●  Brand Content, the Next Generation
  3. 3. WHO AM I? ●  Storyteller ●  Filmmaker ●  Transmedia Architect @Imastranger
  4. 4. TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Storytelling & Storytelling ●  Diamond Sutra ●  Storytelling Circle ●  Transmedia Storytelling ●  Stories & Games ●  Every One of Us ●  StoryWorlds & Brand Universes ●  Brand Content, the Next Generation
  5. 5. WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Telling a story is MUCH MORE than telling a story
  6. 6. WHAT IS (AND WHAT IS NOT) STORYTELLING ●  “WRITING is a DANGEROUS BUSINESS” W. S. Burroughs
  7. 7. WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Storytelling… IS NOT A CHRONOLOGY
  8. 8. WHAT IS (AND WHAT IS NOT) STORYTELLING ●  It is not a chronology ●  Storytelling… IS NOT A (FAIRY) TALE
  9. 9. WHAT IS (AND WHAT IS NOT) STORYTELLING ●  It is not a chronology ●  It is not a (fairy) tale ●  Storytelling… IS NOT A BORN GIVEN GIFT
  10. 10. WHAT IS (AND WHAT IS NOT) STORYTELLING ●  It is not a chronology ●  It is not a (fairy) tale ●  It is not a born given gift ●  Storytelling… IS NOT A TECHNIQUE
  11. 11. WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Storytelling is EMOTIONAL COMMUNICATION
  12. 12. WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Storytelling is emotional communication ●  But… EMOTIONAL IS NOT ENOUGH
  13. 13. WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Storytelling is emmotional communication ●  But… emotional is not enough ●  STORYTELLING IS A PROCESS
  14. 14. WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Storytelling is emmotional communication ●  But… emotional is not enough ●  Storytelling is a process ●  STORYTELLING HAS INTENTION
  15. 15. WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Storytelling is emmotional communication ●  But… emotional is not enough ●  Storytelling is a process ●  Storytelling has intention, NOT MORAL
  16. 16. WHAT IS (AND WHAT IS NOT) STORYTELLING ●  STORYTELLING IS AN EXPERIENCE
  17. 17. WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Storytelling is an experience… ●  …ABOUT SHARING EXPERIENCES
  18. 18. TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  What Is (and What Is Not) Storytelling ●  STORYTELLING & STORYTELLING ●  Diamond Sutra ●  Storytelling Circle ●  Transmedia Storytelling ●  Stories & Games ●  Every One of Us ●  StoryWorlds & Brand Universes ●  Brand Content, the Next Generation
  19. 19. STORYTELLING & STORYTELLING ●  TACTIC STORYTELLING
  20. 20. STORYTELLING & STORYTELLING ●  Tactic storytelling ●  STRATEGIC STORYTELLING
  21. 21. STORYTELLING & STORYTELLING ●  Tactic storytelling ●  Strategic storytelling ●  USE IT WISELY
  22. 22. TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  What Is (and What Is Not) Storytelling ●  Storytelling & Storytelling ●  DIAMOND SUTRA ●  Storytelling Circle ●  Transmedia Storytelling ●  Stories & Games ●  Every One of Us ●  StoryWorlds & Brand Universes ●  Brand Content, the Next Generation
  23. 23. DIAMOND SUTRA ●  REALITY IS COMPLEX
  24. 24. DIAMOND SUTRA ●  Reality is complex ●  TRUTH OR LIE HAVE NO USE
  25. 25. DIAMOND SUTRA ●  Reality is complex ●  Truth or lie have no use ●  It is only a question of POINT OF VIEW
  26. 26. TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  What Is (and What Is Not) Storytelling ●  Storytelling & Storytelling ●  Diamond Sutra ●  STORYTELLING CIRCLE ●  Transmedia Storytelling ●  Stories & Games ●  Every One of Us ●  StoryWorlds & Brand Universes ●  Brand Content, the Next Generation
  27. 27. STORYTELLING CIRCLE
  28. 28. TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  What Is (and What Is Not) Storytelling ●  Storytelling & Storytelling ●  Diamond Sutra ●  Storytelling Circle ●  TRANSMEDIA STORYTELLING ●  Stories & Games ●  Every One of Us ●  StoryWorlds & Brand Universes ●  Brand Content, the Next Generation
  29. 29. TRANSMEDIA STORYTELLING ●  FROM PLATFORM TO MULTIPLATFORM
  30. 30. TRANSMEDIA STORYTELLING ●  From platform to multiplatform ●  HYPERCONNECTED / HYPERFRAGMENTED
  31. 31. TRANSMEDIA STORYTELLING ●  From platform to multiplatform ●  Hyperconnected / Hyperfragmented ●  FORKING PATHS MEAN TO CHOOSE OPTIONS (and loss control)
  32. 32. TRANSMEDIA STORYTELLING ●  From platform to multiplatform ●  Hyperconnected / Hyperfragmented ●  Forking paths mean to choose options (and loss control) ●  NEW NARRATIVE & DRAMATIC FORMS
  33. 33. TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  What Is (and What Is Not) Storytelling ●  Storytelling & Storytelling ●  Diamond Sutra ●  Storytelling Circle ●  Transmedia Storytelling ●  STORIES & GAMES ●  Every One of Us ●  StoryWorlds & Brand Universes ●  Brand Content, the Next Generation
  34. 34. STORIES & GAMES ●  HOMO LUDENS
  35. 35. STORIES & GAMES ●  Homo ludens ●  PLAYING STORIES, TELLING GAMES
  36. 36. STORIES & GAMES ●  Homo ludens ●  Playing stories, telling games ●  SANDBOXES, LARPS and MMORPG
  37. 37. STORIES & GAMES ●  Homo ludens ●  Playing stories, telling games ●  Sandboxes, larps and mmorpg ●  ROI IS JOY
  38. 38. TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  What Is (and What Is Not) Storytelling ●  Storytelling & Storytelling ●  Diamond Sutra ●  Storytelling Circle ●  Transmedia Storytelling ●  Stories & Games ●  EVERY ONE OF US ●  StoryWorlds & Brand Universes ●  Brand Content, the Next Generation
  39. 39. EVERY ONE OF US ●  IMMERSIVE LEVELS
  40. 40. EVERY ONE OF US ●  Immersive levels ●  UX (User Experience) to US (User Story)
  41. 41. EVERY ONE OF US ●  Immersive levels ●  Ux (user experience) to us (user story) ●  THERE IS A PLACE FOR EVERYONE
  42. 42. EVERY ONE OF US ●  Immersive levels ●  Ux (user experience) to us (user story) ●  There is a place for everyone ●  I DON’T LIKE YOUR BRAND, I LIKE MY FRIENDS
  43. 43. TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  What Is (and What Is Not) Storytelling ●  Storytelling & Storytelling ●  Diamond Sutra ●  Storytelling Circle ●  Transmedia Storytelling ●  Stories & Games ●  Every One of Us ●  STORYWORLDS & BRAND UNIVERSES ●  Brand Content, the Next Generation
  44. 44. STORYWORLDS & BRAND UNIVERSES ●  PLOT vs. WORLD
  45. 45. STORYWORLDS & BRAND UNIVERSES ●  Plot vs. World ●  STORYWORLDS
  46. 46. STORYWORLDS & BRAND UNIVERSES ●  Plot vs. World ●  Storyworlds ●  BRAND UNIVERSES
  47. 47. STORYWORLDS & BRAND UNIVERSES ●  Plot vs. World ●  Storyworlds ●  Brand universes ●  COMPLEXITY & LIVING NARRATIVES
  48. 48. TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  What Is (and What Is Not) Storytelling ●  Storytelling & Storytelling ●  Diamond Sutra ●  Storytelling Circle ●  Transmedia Storytelling: from Platform to Multiplatform ●  Stories & Games ●  Every One of Us ●  StoryWorlds & Brand Universes ●  BRAND CONTENT, the Next Generation
  49. 49. BRAND CONTENT ●  NO PRODUCT, NO BRAND
  50. 50. BRAND CONTENT ●  No product, no brand ●  BRAND VALUES IN ACTION
  51. 51. BRAND CONTENT ●  No product, no brand ●  Brand values in action ●  UNDERSTANDING YOUR ECOSYSTEM
  52. 52. BRAND CONTENT ●  No product, no brand ●  Brand values in action ●  Understanding your Ecosystem ●  TO HELP OTHERS, YOU HELP YOURSELF
  53. 53. TRANSMEDIA STORYTELLING ●  Last Words
  54. 54. LAST WORDS ●  Remember… STRUCTURE
  55. 55. LAST WORDS ●  Remember… Structure ●  COHERENCE (even when being contradictory)
  56. 56. LAST WORDS ●  Remember… Structure ●  Coherence (even when being contradictory) ●  And, OF COURSE…
  57. 57. LAST WORDS ●  Remember… Structure ●  Coherence (even when being contradictory) ●  And, of course… ●  …HONESTY
  58. 58. LAST WORDS ●  STORYTELLING is about…
  59. 59. LAST WORDS ●  Storytelling is about… ●  KNOWING YOURSELF and SHARING WITH THE OTHERS
  60. 60. TRANSMEDIA STORYTELLING Thank you very much! www.montecarlo-storytelling.com @Imastranger

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