The Power Of Story
Dr. Pamela Rutledge
Media Psychology Research Center
pamelarutledge@gmail.com
@pamelarutledge
2014 SoMe Awards Forum

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Is ThisAStory?

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No, it’s a picture But your brain can’t help itself. It starts
to fill in all the missing pieces.
How do we know this picture isn’t a
story all by itself?
Because your story isn’t the same as the
person next to you. Your brain supplies
all the assumptions, the intentionality
and projects action based on your own
models and biases.

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Why Tell Stories?
 Language of the brain
 Connect us with universals, symbols,
myths & metaphors
 Provide a context for memory
 Define the world and our place in it
 Bridges differences, creates trust

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rational
emotion
instinct

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Stories Replicate Life

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Transmedia
Combines Story with
Social

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Adapted from: tstoryteller.com
Franchise
Comparison
Transmedia Franchise
Experiencing the whole is more satisfying
than the sum of the parts because the
pieces expand your understanding. The
expansion creates added motivation by
collecting the pieces
Traditional Franchise
Experiencing the whole is less satisfying
than the sum of the parts because pieces
are repetitive and not additive

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MONOMEDIA TRANSMEDIA
One way messaging Dialogue between consumer and brand
Assumes all people can be reached
with one media channel
Gives audience choice in engagement path
Single message or theme is adapted to
fit different media
Each media platform expands narrative with unique contribution
Creator controls message Audience collaborates in story development
Profitability limited to ROI of a given
platform, no cross media leverage or
narrative leverage
Broadens life cycle and profitability of a campaign beyond
traditional retail windows because content is monetizable
Audience attention through interruption Audience attention through invitation
Audience participation enhances brand identity and creates
customer loyalty
Engages the consumer long-term by providing value beyond
the product
Audience is validated and celebrated
Comparison of Monomedia and Transmedia

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MONOMEDIA TRANSMEDIA
One way messaging Dialogue between consumer and brand
Assumes all people can be reached
with one media channel
Gives audience choice in engagement path
Single message or theme is adapted to
fit different media
Each media platform expands narrative with unique contribution
Creator controls message Audience collaborates in story development
Profitability limited to ROI of a given
platform, no cross media leverage or
narrative leverage
Broadens life cycle and profitability of a campaign beyond
traditional retail windows because content is monetizable
Audience attention through interruption Audience attention through invitation
Audience participation enhances brand identity and creates
customer loyalty
Engages the consumer long-term by providing value beyond
the product
Audience is validated and celebrated
Comparison of Monomedia and Transmedia

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ROI Ripple Effect

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Net Value
Proposition
 Environmentally adaptive
 Social capital strengthens brand
equity
 Platform expansion across
demographics and industries
 Customer feels valued

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Yes
Yes
Yes
Yes
Yes
Yes
YesYes
Yes
Yes
Yes
Yes
No
12 out of 13 Want
Brands to Talk Story

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Bridging Online
with Offline
Source: tstoryteller.com
Online content strategy
creates conversations &
promote real world
experiences
Offline strategy creates
online conversations
and encourage product
trials
Spreadable Content
Experience & Trial

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Transmedia
Development:
Questions to
Ask
Know your
brand
Know Your
Audience
What is the
story I want to
tell?
How will I
deliver the
story?
What kind of audience
participation do I want
or need?
How will audience
participation effect
the story over time?
Source: Adapted from tstoryteller.com

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TheAllure of
Mystery

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Plan for
Engagement
Attract Discover Experience Explore
GROW AUDIENCE ENGAGEMENT
Develop attractors
that create
anticipation:
Challenge
expectations &
expand audiences
Provide signposts
that orient and
guide audience to
the experience
Develop
experiences,
artifacts and rituals
that engage all the
senses and
maintain
connection
Be active on
multiple channels,
design gaps and
reminders to
enhance
motivation and
extend connection
Source: Adapted from http://www.slideshare.net/sioflynn

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Let YourAudience
Do The Work

THANKYOU
Dr. Pamela Rutledge
Media Psychology Research Center
pamelarutledge@gmail.com
@pamelarutledge
2014 SoMe Awards Forum