Digital Storytelling:publishing      By Pietro Polsinelli @ppolsinelli
2  Who am I  Pietro Polsinelli @ppolsinelli  Blogs: http://pietro.open-lab.com  http://gamamoto.com  E-mail: ppolsinelli@o...
3 What we did and what we’ll do Learned that writing can be improved by feedback. Begin to understand the power and weakne...
4 What we did and what we’ll do Today we see storytelling in different media.Story tell your (Software) product          T...
5  The bizarre story of 140 characters  https://twitter.com/#!/RealTimeWWIIStory tell your (Software) product      Tuesday...
6  The bizarre story of 140 characters  https://twitter.com/#!/brainpickerStory tell your (Software) product     Tuesday, ...
7   The bizarre story of 140 characters   https://twitter.com/#!/EinaudieditoreStory tell your (Software) product         ...
8  The other way round: FlipboardStory tell your (Software) product   Tuesday, March 20, 2012
9  Interview on your online presence  What is its  character?Story tell your (Software) product   Tuesday, March 20, 2012
10  Your online presence  It is only exceptionally linked to an actual  marketing campaign.Story tell your (Software) prod...
11  Percolating ZigguratStory tell your (Software) product   Tuesday, March 20, 2012
12  The model  People at a step are a set of potential customers who  have a common set of needs or wants or potential to ...
13  Entering the ziggurat  What is the top of the ziggurat composed of?  How do you enter the top of the ziggurat?Story te...
14  Entering the ziggurat       Start         a blog       A tweet            channel       A page             on Faceb...
15  Entering the ziggurat  What I described in the previous slide…  DOES NOT WORK*  * Unless a miracle...  What you need i...
16  Entering the ziggurat  “Thats the press, baby, the press.  And there is nothing you can  do about it.”  http://www.you...
17  Entering the ziggurat  Seems obvious – for many its not so.  The press- its scary.  Win the fear and write.Story tell ...
18  Use creativity to replace budgets  To maintain “percolation” (see later) and  diffusion is a continuous battle. That i...
19  Entering the ziggurat  Fearful because it is (a second) reality check.  Examples from my experience:  Bugsvoice       ...
20  And what IS the press?  A blog with 5000 loyal followers in a field connected to  what you dealing with can be more ef...
21  Story for the second step  “Resistance from inertia can come from commitment  to status quo, fear of risk, lack of a c...
22  Story for the second step  You have to distinguish:       actions            that increase (or create) conversion    ...
23  Permission marketing and more  You can use your story based product & marketing  core to do both permission marketing ...
24  After today: marketing     Crossing the Chasm     by Geoffrey A.                  Tribes     Moore                    ...
25  Online marketing preconditions  Un gioco e prodotto, online o meno, può essere decomposto in questi componenti (esempi...
26  Exercise: The product is a story  Which story does you product tell? Is it   heroic, moving, a thriller, noir? A   red...
27  Exercise: The product is a story  Try to guess the kind of story that you’d like to tell    through your product and s...
28  Exercise: press release  Write a letter to the press – yes in English.Story tell your (Software) product              ...
29  Exercise: Opponents and needs  Who are your opponents and competitors?  Which is the need you are fulfilling?  Which i...
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Digital storytelling part 2 publishing

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Slides for the second part of a workshop on applied storytelling, using writing exercises.

First part is here:

http://www.slideshare.net/ppolsinelli/digital-storytelling-part-1-writing-12044990

Used as teaching aid for my course at http://www.mmm.unifi.it/ .

Follow me at @ppolsinelli for more.

Published in: Education, Technology

Digital storytelling part 2 publishing

  1. 1. Digital Storytelling:publishing By Pietro Polsinelli @ppolsinelli
  2. 2. 2 Who am I Pietro Polsinelli @ppolsinelli Blogs: http://pietro.open-lab.com http://gamamoto.com E-mail: ppolsinelli@open-lab.comStory tell your (Software) product Tuesday, March 20, 2012
  3. 3. 3 What we did and what we’ll do Learned that writing can be improved by feedback. Begin to understand the power and weaknesses of storytelling.Story tell your (Software) product Tuesday, March 20, 2012
  4. 4. 4 What we did and what we’ll do Today we see storytelling in different media.Story tell your (Software) product Tuesday, March 20, 2012
  5. 5. 5 The bizarre story of 140 characters https://twitter.com/#!/RealTimeWWIIStory tell your (Software) product Tuesday, March 20, 2012
  6. 6. 6 The bizarre story of 140 characters https://twitter.com/#!/brainpickerStory tell your (Software) product Tuesday, March 20, 2012
  7. 7. 7 The bizarre story of 140 characters https://twitter.com/#!/EinaudieditoreStory tell your (Software) product Tuesday, March 20, 2012
  8. 8. 8 The other way round: FlipboardStory tell your (Software) product Tuesday, March 20, 2012
  9. 9. 9 Interview on your online presence What is its character?Story tell your (Software) product Tuesday, March 20, 2012
  10. 10. 10 Your online presence It is only exceptionally linked to an actual marketing campaign.Story tell your (Software) product Tuesday, March 20, 2012
  11. 11. 11 Percolating ZigguratStory tell your (Software) product Tuesday, March 20, 2012
  12. 12. 12 The model People at a step are a set of potential customers who have a common set of needs or wants or potential to have new similar needs that reference each other when making a try / buy decision. (Adapted from “Crossing the Chasm”)Story tell your (Software) product Tuesday, March 20, 2012
  13. 13. 13 Entering the ziggurat What is the top of the ziggurat composed of? How do you enter the top of the ziggurat?Story tell your (Software) product Tuesday, March 20, 2012
  14. 14. 14 Entering the ziggurat  Start a blog  A tweet channel  A page on Facebook  Tell your friends  Talk about it at a local event like thisStory tell your (Software) product Tuesday, March 20, 2012
  15. 15. 15 Entering the ziggurat What I described in the previous slide… DOES NOT WORK* * Unless a miracle... What you need is…Story tell your (Software) product Tuesday, March 20, 2012
  16. 16. 16 Entering the ziggurat “Thats the press, baby, the press. And there is nothing you can do about it.” http://www.youtube.com/watch?v=FgdE-qPv6kw You need to TALK WITH THE PRESSStory tell your (Software) product Tuesday, March 20, 2012
  17. 17. 17 Entering the ziggurat Seems obvious – for many its not so. The press- its scary. Win the fear and write.Story tell your (Software) product Tuesday, March 20, 2012
  18. 18. 18 Use creativity to replace budgets To maintain “percolation” (see later) and diffusion is a continuous battle. That is why being a startup as a side project does not work. You need full time dedication: new ideas, experiment and flexibility are the only thing that can beat budgets.Story tell your (Software) product Tuesday, March 20, 2012
  19. 19. 19 Entering the ziggurat Fearful because it is (a second) reality check. Examples from my experience: Bugsvoice –> Fail Patapage –> Fail Licorize –> PassedStory tell your (Software) product Tuesday, March 20, 2012
  20. 20. 20 And what IS the press? A blog with 5000 loyal followers in a field connected to what you dealing with can be more effective than a little blurb on Wired.Story tell your (Software) product Tuesday, March 20, 2012
  21. 21. 21 Story for the second step “Resistance from inertia can come from commitment to status quo, fear of risk, lack of a compelling reason to buy.” Again the story idea can help you out of this. Maybe a new story. With a story you can also define the contest of your competition. By telling a good story, its you establishing the context.Story tell your (Software) product Tuesday, March 20, 2012
  22. 22. 22 Story for the second step You have to distinguish:  actions that increase (or create) conversion  actions that keep you visible - though the two things are not completely separateStory tell your (Software) product Tuesday, March 20, 2012
  23. 23. 23 Permission marketing and more You can use your story based product & marketing core to do both permission marketing and also more traditional, press/blog based marketing.Story tell your (Software) product Tuesday, March 20, 2012
  24. 24. 24 After today: marketing Crossing the Chasm by Geoffrey A. Tribes Moore by Seth GodinStory tell your (Software) product Tuesday, March 20, 2012
  25. 25. 25 Online marketing preconditions Un gioco e prodotto, online o meno, può essere decomposto in questi componenti (esempi da Licorize): 1. il sito, che deve essere stabile e indicizzato e avere approfondimenti e un presskit http://licorize.com/applications/licorize/site/ e trattandosi di un gioco, uno (o più) trailer http://www.youtube.com/watch?v=Gph_Ha--IlY&hd=1 2. lapplicazione http://licorize.com/applications/licorize/manage 3. la comunità connessa dallapplicazione, interna al "gioco" http://licorize.com/applications/licorize/manage/people.jsp 4. gli stream sui network sociali: Twitter stream dedicato: https://twitter.com/#!/licorizenews Via hashtag: https://twitter.com/#!/search/%23licorize Pagina Facebook (poco usata): http://www.facebook.com/apps/application.php?id=133137343406731&sk=wall 5. la comunità di appassionati / utilizzatori, esterna al gioco: http://community.licorize.com (molto attiva) 6. le notizie sul prodotto -> il blog http://blog.licorize.com/ Nota come la linea grafica è resa uniforme tra i componenti.Story tell your (Software) product Tuesday, March 20, 2012
  26. 26. 26 Exercise: The product is a story Which story does you product tell? Is it heroic, moving, a thriller, noir? A redemption story or a apprenticeship one? A lucky intuition or a hard earned success? Compose all this elements in a story: [write write write]Story tell your (Software) product Tuesday, March 20, 2012
  27. 27. 27 Exercise: The product is a story Try to guess the kind of story that you’d like to tell through your product and select its essential roles.  Which kind of story would you like to tell?  What or whom does it involve?  Which problem or need it must solve / fulfill?  What or who is the opponent?  Which trials it must pass?  Who is helping and who is hampering?  How do we know the target has been reached?  Which other characters appear?Story tell your (Software) product Tuesday, March 20, 2012
  28. 28. 28 Exercise: press release Write a letter to the press – yes in English.Story tell your (Software) product Tuesday, March 20, 2012
  29. 29. 29 Exercise: Opponents and needs Who are your opponents and competitors? Which is the need you are fulfilling? Which is the deficiency you are fulfilling? The desire you satisfy? The problems you meet? For each of the above create a character, then try to take their point of view and tell the story: [write write write]Story tell your (Software) product Tuesday, March 20, 2012

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