CHIN AMA storytelling workshop english-2011


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Creating Engaging Stories and Publishing Digitized Assets on Multiple Platforms. A 75-minute introductory-level session

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CHIN AMA storytelling workshop english-2011

  1. 1. Creating Engaging Stories and Publishing Digitized Assets on Multiple Platforms Alberta Museums Association Conference September 30, 2011 Julie Marion and Heather Dunn
  2. 2. Workshop – Duration: 1:15
  3. 3. Content is King! <ul><li>The key is to have an engaging story, well told. </li></ul><ul><li>Be careful that the technology doesn’t become more important than the story. </li></ul><ul><li>If you don’t have a good story, sophisticated technology just makes that more obvious! </li></ul>
  4. 4. Creating Engaging Stories
  5. 5. History Matters at 5 inspiring stories to see and hear
  6. 6. Exercise No. 1 <ul><li>After viewing the History Matters series, answer the following questions. According to you: </li></ul><ul><li>A. What is the purpose of each story? For ex.: </li></ul><ul><ul><li>To entertain </li></ul></ul><ul><ul><li>To educate </li></ul></ul><ul><ul><li>B. What is the topic (type)? For ex.: </li></ul></ul><ul><ul><ul><li>Object story </li></ul></ul></ul><ul><ul><ul><li>Event story </li></ul></ul></ul><ul><ul><ul><li>C. What is the intended audience? For ex.: </li></ul></ul></ul><ul><ul><ul><ul><li>Geographic segmentation </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Psychographic segmentation </li></ul></ul></ul></ul>
  7. 7. The Sukiennice Museum in Krakow, Poland Example of an audience-oriented project
  8. 8. Planning Tips <ul><li>The Seven Elements of Digital Storytelling - </li></ul><ul><li>A Point of View </li></ul><ul><li>A Dramatic Question </li></ul><ul><li>An Emotional Content </li></ul><ul><li>The Gift of Your Voice </li></ul><ul><li>The Power of the Soundtrack </li></ul><ul><li>Economy </li></ul><ul><li>Pacing </li></ul>
  9. 9. Group Exercise No. 2 <ul><li>Plan the story for a short video addressing your audience, purpose and topic. </li></ul><ul><li>Audience: </li></ul><ul><li>Purpose: </li></ul><ul><li>Topic: </li></ul><ul><li>And describe briefly how you will address each of the 7 elements. </li></ul>
  10. 10. <ul><li>Make a content plan (bullets for main ideas). </li></ul><ul><li>Gather all content assets. </li></ul><ul><li>Optimize search engines efficiency: </li></ul><ul><ul><li>Select the main key phrases and keywords </li></ul></ul><ul><ul><li>Validate with tools </li></ul></ul><ul><ul><li>Follow a structure that can be optimized by sub-topics </li></ul></ul><ul><li>Follow the inverted pyramid writing style. </li></ul><ul><li>Keep the language plain, using short sentences. </li></ul><ul><li>Use sub-headers. </li></ul><ul><li>Validate the language level to address your audience. </li></ul><ul><li>(See slides 13 and14) </li></ul>Writing Tips
  11. 11. Simply Put… <ul><li>The writing should be clear, conversational and concise. </li></ul><ul><li>Use plain language oriented towards your audience . </li></ul><ul><li>Make every word count , choose them carefully . </li></ul>
  12. 12. The Power of Words
  13. 13. Readability Testing – Online Tools <ul><li>If your text is already online , try pasting URL into </li></ul><ul><li> (english) </li></ul><ul><li> (french) </li></ul><ul><li>This free service will automatically rate your texts using several well-known reading-level algorithms </li></ul><ul><ul><li>Gunning Fog and Flesch-Kincaid – estimates number of years of schooling it would take someone to understand the content. </li></ul></ul><ul><ul><li>Flesch Reading Ease - an index number that rates the text on a 100-point scale. </li></ul></ul>
  14. 14. Readability Testing – Do It Yourself <ul><li>You can also do your own readability testing </li></ul><ul><li>Tools such as Microsoft Word’s “Word Count” (in the “Tools” menu) may help – provides count of pages, words, characters, etc. </li></ul><ul><li>Analyze your text following one of the algorithms, e.g.: </li></ul><ul><ul><li>The Gunning-Fog algorithm: </li></ul></ul><ul><ul><li>(average_words_per_sentence + number_words_three_or_more_syllables) * 0.4 </li></ul></ul><ul><li>All algorithms are available at </li></ul><ul><li>ttp:// </li></ul>
  15. 15. <ul><li>Follow the 7 Elements of Digital Storytelling. </li></ul><ul><li>Build the story's visuals around the script and voice over. </li></ul><ul><li>Focus on still images instead of video clips. </li></ul><ul><li>Secure copyright. </li></ul><ul><li>Use free and low-cost software, e.g.: </li></ul><ul><ul><li>Microsoft Movie Maker </li></ul></ul><ul><ul><li>Apple iMovie </li></ul></ul><ul><li>Think multiple platforms now! </li></ul>Production Tips
  16. 16. Multiple Platforms and Synergy <ul><li>Bralorne’s Time Traveller: </li></ul><ul><li>An image A blog A buzz: Distribution on multiple platforms </li></ul>
  17. 17. Time Traveller Professional Audience
  18. 18. Time Traveller General Public
  19. 19. Summary <ul><li>Appreciate the importance of an audience-oriented approach to storytelling. </li></ul><ul><li>Gain an understanding of how to maximize your return by publishing assets on multiple platforms. </li></ul><ul><li>Explore the potential of the Web and digital technologies to share your museum’s story and broaden your audience. </li></ul>
  20. 20. Supplement <ul><li>Create or select online content. </li></ul><ul><li>Shorten URL with </li></ul><ul><li>Paste URL into, and select size. </li></ul><ul><li>Save file. </li></ul>Easy option for mobile access: Creating a QR Code
  21. 21. Acknowledgements <ul><li>Ontario Museums Association </li></ul><ul><li> </li></ul><ul><li>Association of Nova Scotia Museums </li></ul><ul><li>The Sukiennice Museum in Krakow, Poland </li></ul>
  22. 22. Sources <ul><ul><li>OMA Video Production How-To Guide: First Steps to Digital Storytelling in Museums </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Storyline Development and Project Management for Community Museums (Online Course) </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Tip Sheet on Writing Effective Communications </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Tip Sheet on Video Content Creation </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>The Impact of Search Engine Optimization on Canadian Museum Websites </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Google insight: </li></ul></ul><ul><ul><li>Flesch–Kincaid readability test </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>“ Juicy Studio” </li></ul></ul><ul><ul><li>The Mystery of the “1940s Time Traveller”: The Changing Face of Online Brand Monitoring </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>QR Code How-To Guide, Prepared by the Association of Nova Scotia Museums pdf on USB key </li></ul></ul><ul><ul><li> </li></ul></ul>
  23. 23. Contact Us <ul><li>Julie Marion </li></ul><ul><li>Manager, Business Development and Marketing </li></ul><ul><li>Canadian Heritage Information Network </li></ul><ul><li>[email_address] </li></ul><ul><li>Heather Dunn </li></ul><ul><li>Heritage Information Analyst – Standards </li></ul><ul><li>Canadian Heritage Information Network </li></ul><ul><li>[email_address] </li></ul>
  24. 24. Other Contacts <ul><li>Facebook: Virtual Museum of Canada </li></ul><ul><li>Twitter: Follow us on @vmc_mvc </li></ul><ul><li>LinkedIn: Canadian Heritage Information Network </li></ul>