1. Social, Storytelling, Business & You:
How to Adapt to a Web 2.0 World
CWC Strategic Digital Leadership Accelerator
Siobhan O’Flynn, PhD. OCADU Nov 2 2012

2. concept to story
Narrative / Story
Experience
Theme

3. great storytellers - why?
• personal anecdote
• emotional resonance
• connect with audience
• themes are memorable
• describes an experience

4. great storytellers - why?
Here? 2000
???
Or here? 2006

5. concept to story
Narrative / Story
Experience
Theme
Key? story in context

6. context... is now social

7. Context is now
Multiple Screens
• consider context of
use
• design for one or many
• design for distinct
affordances

8. Context is now
Multiple Screens
• consider context of
use
• design for one or many
• design for distinct
affordances
WHICH IS FIRST SCREEN?

9. context... we expect interactivity

10. concept to story
Narrative / Story
Experience
Theme
Key? story in action = experience

11. context... we hope to be surprised

12. context... we expect to create

13. The Best Job in the World
$1.2 million budget
The quantifiable measures also illustrate the phenomenal
success on the US$1.2 million shoestring budget;
• Estimated media coverage is valued at US$165 million. Global
news coverage was from CNN stories to BBC documentaries,
and Time magazine articles and everything in between.
• The campaign has reached a global audience of over
3,000,000,000 through online and offline media coverage.
• 34,684 one-minute video job applications from 197 countries
were uploaded. At least one person from every country in the
world applied.
• Over 475,000 votes were cast for Wild Card applicants.
• Website stats of 8,001,900 unique visits, 53,889,455 page views
with an 8.25 minutes average time
spent on the site demonstrate the stickiness of this concept.
• A Google search for “best job in the world island” achieves about
43,603 news listings and
generates 231,355 blogs.
• A multitude of independent social networks have been
established carrying masses of new digital
content on the Islands of the Great Barrier Reef.
http://www.iab.net/media/file/Sample_Case_Study.pdf

14. 6 lessons
1. make it believable
2. It’s not how much you
spend
3. Focus on content, not
traffic
4. Create an inherent reason
for people to share
5. don’t underestimate the
power of content creators
6. Give your promotion a
shelf life
http://www.fastcompany.com/1308374/6-lessons-best-marketing-campaign-ever

15. Web 2.0
Context is now
M2M & DIWO
• networked intelligence
• communities of interest
• sharing vs. commercial economies
• participatory media
social connectivity...

16. social connectivity...

17. M2M & DIWO
‘Kotex first looked through thousands of women’s
pinboards in search of 50 power users with a large
number of engaged followers on Pinterest who could be
future Kotex customers. They then studied the 50
women’s boards to get a better understanding of some of
the things they are passionate about. After the analysis,
they created custom gift boxes for each woman filled with
goodies they believed would resonate with them. I would
estimate they invested between $50 and $100 per gift
box.
The surprise gifts created the response Kotex had aimed
for in almost all 50 women. They chatted online about
Kotex and shared images and stories about their
customized and unexpected gifts on Pinterest, which then
further extended the campaign into a wider community.
When the case study video was posted on YouTube,
Kotex had 2,000 interactions between the 50 women and
their friends and almost 695,000 generated from the
campaign.’
http://www.casestudiesonline.com/kotex50/

18. M2M & DIWO
The surprise gifts created the
response Kotex had aimed for in
almost all 50 women. They
chatted online about Kotex and
shared images and stories about
their customized and unexpected
gifts on Pinterest, which then
further extended the campaign
into a wider community.
When the case study video was
posted on YouTube, Kotex had
2,000 interactions between the
50 women and their friends and
almost 695,000 generated from
the campaign.
http://www.casestudiesonline.com/kotex50/

19. design as invitation to engage...

20. what’s is your company’s story?
• define the essence of your story in one sentence
• define the core values of your company
• what does your company stand for?

21. what’s is your project’s story?
• define the essence of your story in one sentence
• define the core values of your project?
• what does your project stand for?
• now flip this story and think of it from your user/client/
audience’s pov
• how can you design an experience that could
communicate this story & values?

22. Digital Natives & the Myth of ADHD
http://www.youtube.com/watch?v=EJpSqeQbh4o

23. Attention Fragmentation?
Or are we looking for good stories?

24. HBO IMAGINE ...scarcity

25. Transmedia stories are those
which ‘unfold across multiple
media platforms with each new
text making a distinctive and
valuable contribution the
whole.’
Henry Jenkins, Convergence
Culture 2006

26. Transmedia
• A STORY & A STORYWORLD
• TRANSMEDIA, NOT CROSS-PLATFORM
• BLURS THE FOURTH WALL
• DIGITAL & PHYSICAL COMPONENTS
• PARTICIPATORY EXPERIENCES
• SCARCITY VS ABUNDANCE
• AUDIENCE DRIVEN NARRATIVE
• STORIES COMMUNICATED VIA UNEXPECTED
MEANS
• BUILT-IN GAME MECHANICS

27. multiple points of entry

28. 5D Design
Transmedia Design
story/ integrated experience engagement
storyworld platforms design strategy
Transmedia Strategy

29. dimensionsofdesign
2d: lives in the x-y axis including
3D: lives in the x-y-z axis with
products & platforms
4D: adding human engagement adds
systems, interactivity & experiences
5D: designed over time
= 5D design
Sami Nerenberg
http://www.core77.com/blog/articles/dimensions_of_design_by_sami_nerenberg_18914.asp

30. Transmedia
Experience Mapping
entice enter engage exit extend
Conifer Research
http://innovationcreation.us/content/ConiferExperienceMaps.pdf

31. planning for human behaviour
transmedia & foresighting
experience design: variables future
unpredictability
past
predictability

32. Western Narrative Structure,
Robert McKee’s ‘PLOT”
is a system of warnings.

33. Transmedia
System of Invitations
http://www.youtube.com/watch?v=EJpSqeQbh4o

34. Transmedia
Designed for Participation
http://www.youtube.com/watch?v=EJpSqeQbh4o

35. Transmedia
Designed as a System of Possibilities based on Assumptions of
Predictive Human Behaviour
http://www.youtube.com/watch?v=EJpSqeQbh4o

36. design for what people do...
& what you think they may do...

37. In interactive design,
people are your medium
Susan Gorbet UX Designer

38. a new normal
participatory
many to many
gifts not viral
collaboration
philanthropy
shared value
civic engagement
vs. slactivism
Choco-locate Case Study www.tmcresourcekit.com

39. KISS
Keep it Simple Stupid

40. Less is More
Less should be
Beautiful
Surprising
Memorable

41. Siobhan O’Flynn, PhD
CFC Media Lab
University of Toronto
sioflynn@gmail.com
@Sioflynn
siobhanoflynn.com
thank you