Storytelling moscow staff

<digital> storytelling </digital> my story?
I
dislike
/ like
digitization

<digital> storytelling </digital>
once upon a time …
after my research is done, I will publish
my knowledge in a peer reviewed journal.
From this I make a selection of what you
should also know ...
#curator
#knowledge
#truth
#authority
#etc.

then media became democratised
#amateur
#experience
#communities
#mediocrity
#etc.
aren't there easier
ways to share
knowledge?
Good question! I
will ask the swarm

can you follow
me?
then everybody started talking
#amateur
#experience
#communities
#mediocrity
#etc.
I just follow
trending topics
depends on
who you follow

you know that
gravity is not
just
imagination
together we tell stories
That's why I
love science
you mean we
could all fall?

<digital> storytelling </digital> What are we going to talk about?
storytelling
why
how
narrativity
writing
for digital media
crossmedia /
transmedia
communication
usability
for education, exhibits, retail, communication, website
?
value
for museum
audience
city
science
education…
your story
participation

<digital> storytelling </digital> digital?

<digital> storytelling </digital> digital?
It's about storytelling. Not about 'digital'. Like there is
no such thing as telephone-storytelling or television-storytelling…
Yet the internet, smartphones,
television and many other media give us tools and
opportunities to make storytelling even more
engaging. Jackie Gerstein says: 'digital storytelling
integrates meaningful stories with media,' and 'digital
storytelling is a form of narrative expression that is
crafted into a media production.'
Jasper Visser defines 4 key elements in 'storytelling
in a digital age':
1. Unexpectedness.
2. Public space (‘active communities’).
3. It is about the audience.
4.Create real life connections (combine virtual and
physical).
5.Genuineness and fun
6.Create meetingplaces, transfers conversations

<digital> storytelling </digital> history?
a lot of text
but hardly
any story

<digital> storytelling </digital> story?
"When the winds of change
blow, some seek shelter, others
build windmills"
Chinese say
a great story,
but is it
storytelling?

<digital> storytelling </digital> telling history? not just words
#text
#context
#knowledge
#objects
#intangible
#oral #history
#value
#experience
#game
# …?

<digital> storytelling </digital> telling history? all parts looseley joined
# values
# ambitions
# thought concepts
# beleives
# questions
# challenges
# imagination
# BIG IDEAs
AuGMEnTEd REALITy, ART And TEcHnOLOGy

<digital> storytelling </digital> telling history? Connectivity
Metcalfe's law:
n(n − 1)/2
also counts for
digital
1
5
10
12
66
500
124750

<digital> storytelling </digital> telling history? Connectivity
we're
here
This is where
it happens!
Think excentric! contribute to
important issues, trends, networks,
startups, dare to distinguish

<digital> storytelling </digital> storytelling
#network
#innovation
#connectivity
#exchange
#adaptability
#swarm
#share
#credibility
#tastemakers
#audience
#relations

<digital> storytelling </digital> storytelling is drama
"drama is
anticipation
mingled with
uncertainty"

The power of stories
- Stories can bridge the boundaries of time, they can connect the
past, the present and the future
- Stories can enable us to find similarities between ourselves and
others, real, virtual, imagined…
- Stories can confirm a truth that enhances our sense of who we are
as human beings, to confirm stories of who we are (we all want
confirmation that makes sense of our lives)
- Stories can let us care about - really emotional, intellectual,
aesthetic - things that are valuable for us; there is no one you can't
love, once you've heard their story
- ensure there is a constant directive, a road map, a route that
includes the central theme
- give your audience not 4, but 2 + 2. Encourage the urge to finish the
story, to help, to care, to fill in ...
- stories have to contain the most important ingredient: surprise

<digital> storytelling </digital> who's story?

<digital> storytelling </digital> stories to beleive in

<digital> storytelling </digital> Why storytelling? Oral history
storytelling (and listening) means cocreating our heritage

<digital> storytelling </digital> Why storytelling? crowdsourcing
crowdsourcing 'stories' means building relations

<digital> storytelling </digital> Why storytelling? co-creation
defining and refining identity

<digital> storytelling </digital> Why storytelling? personal + local
defining and refining identity

<digital> storytelling </digital> Why digital? the L.I.S.T. model
( r e a l )T i m e /
m o m e n t
S o c i a l
I n t e r a c t i o n
conversations
( m e t a )
I n f o r m a t i o n
/ I n t e r f a c e
meetings
stories
( p o s i t i o n )
L o c a t i o n/
P l a c e
experiences

Why digital? the L.I.S.T. model
The dimensions of time and space were in crisis at the
end of the 20th century. There was the acceleration of
transport and information but not widely access to it.
Internet is the answer to this crisis and therefore so
successful.
Digital interaction has transformed the archaic
dimensions Space and Time into operational interaction
in which information, position and Time/ moment are
aligned. These STIP (LIST) dimensions are mutually
reinforcing; from Google Earth and Layar to Foursquare
and TomTom.
Digital interaction makes the Here and Now for all of us
to an emotional dimension that can be experienced and
operationalized. From the Now man builds his world.
The man who originated a spatial entity has media at his
disposal which he can connect him to the world, can
help him build this world and influence it from there
and then.
Johannes Bongers (Bureau S.) 2005

<digital> storytelling </digital> Significant value of storytelling
Nature of Significance
value exchange, value (co)creation
Aesthetic Value
Historic Value
Scientific Value
Social Value
Degree of Significance
Rarity
Representativeness
The Assessment Criteria for Cultural Heritage Significance

<digital> storytelling </digital> Value of storytelling
value exchange, value (co)creation

Identity - ideation phase
Your Big Idea
“Ideas aren’t self-contained things;
they’re more like ecologies and
networks. They travel in clusters.”
-Kevin Kelly, Futurist and Author of What Technology Wants

<digital> storytelling </digital> knowledge ecology
blog /
facebook /
twitter /
google+
scooop. it!
paper.li
etc.
stories (= understandable,
personal, joyable knowledge)
+ experience / opinion
+ news (blog , social media)
+ announcements (events,
exhibitions, conferences)
+ node / hub (social media, contact
information)
+ best practice
(showcases, project descriptions)
+ knowledge database
(publications, presentations)
+ external sources
debate internship
+ LinkedIn
seminar
expo
site
bieb
event
photo
3D / AR
video
e.g. issuu /
slideshare /
flipbook /
pinterest
curriculum
game
research
app
mobile
(P2P) publications,
research, 'knowledge as
we know it'

<digital> storytelling </digital> How to make a Big Idea turn you on?
they come from visiting a museum!
in a museum!
from a museum!
dare to make mistakes in a museum!
museums can solve that problem!
that's what happens in an museum!
museums invite them
museums are…?
museums can cluster your creativity!
many museums know how to face trouble, they will help you if you ask.
museum ≠ ego
not just in nature museums
can museums make you confident? They should!
being awake comes after falling asleep
hello! You're in a museum!
have a look in in a museum!
museum know better
our museum will fuel your imagination as much as we can!
that's how we met
not so sad… we will reveal your ideas

<digital> storytelling </digital> How to make a Big Idea turn you on?
Power source
of an
organisation:
watch,
because,
and so…

<digital> storytelling </digital> How to make a Big Idea work?
Power source
of an
organisation:
watch,
because,
and so…
A Big Idea is a game-changer. It shifts paradigms and
turns category convention on its head.
The power source of your organisation is defined by
the core of existence: vision, mission, relation, put into
one sentence. It tells why your organisation exists and
for whom.
• visionairy/beckoning power (“watch!”)
• missionairy/working power (“because...”)
• relational/recruiting power (“and so, that means
for you…”)
summarize them in one sentence…

How does a Big Idea come into mind?
Ideation is the creative process of generating,
developing, and communicating new ideas, where an
idea is understood as a basic element of thought that
can be either visual, concrete, or abstract.
Ideation is all stages of a thought cycle, from
innovation, to development, to actualization.
As such, it is an essential part of the design process,
both in education and practice

<digital> storytelling </digital> How to make a Big Idea happen?
• visionairy/beckoning power (“watch!”)
• missionairy/working power (“because...”)
• relational/recruiting power (“and so, that means for
you…”) > participation / co-creation, this usually
means a process of change:
5. support
1. reception
2. attention
3. understanding
4. acceptation
A museum can,
and should take
part in
transitions in
society,
especially
science
museums. So
build a centre of
expertise. Invite
people to join…
it's their
society!

<digital> storytelling </digital> How to make a Big Idea happen?

<digital> storytelling </digital> How to share a Big Idea: Narrativity
“Narrativity is a term that describes the
degree of ‘storyness’ of a text, exhibition,
play…”
4 key aspects of narrativity

<digital> storytelling </digital> Narrativity: from campfire to app
1. the narrator and his changing role

<digital> storytelling </digital> Narrativity
2. standpoint and focalisation

<digital> storytelling </digital> Defining narrativity
How can stories be folded onto physical
space in order to create memorable
human experiences and produce places
that have distinct identities?
How can theories of space and theories of
narrative inform each other? How can
physical and virtual worlds be combined,
to produce multi-sensory environments?
Where is the agency and who or what are
the actants? What is the role of user
participation? How can narrative
environments address social, economic
and environmental sustainability?
3. space and possibility to cross borders (philosophicly)

<digital> storytelling </digital> Narrativity
4. communication between the duration of the telling and the
period of the story being told

Narrativity
4. communication between the duration of the telling and the
period of the story being told

Narrativity: 5th key element?
5. the possibilities to make transfers and involve the audience

Who is telling / writing?
in search of van Gogh...
A museum must
facilitate the
way the
audience is
used to
communicate…

<digital> storytelling </digital> writing for digital media
Writing for (digital) media requires several
skills. Moreover it requires an
understanding of what people are using
media for. What do they write about, how do
they like to be informed?
Should the museum especially be good in
writing or good in listening, enabling and
facilitating?
What does community management mean?

<digital> storytelling </digital> where to meet your audience?
at the official museum website?

<digital> storytelling </digital> L.I.S.T.

<digital> storytelling </digital> where are people social?
will they look for shared experiences?

<digital> storytelling </digital> where do museums meet?
will they search and share on common grounds?

<digital> storytelling </digital> Search engine for youngsters
maybe they search for valuable fun?

<digital> storytelling </digital> Collecting and recollecting
maybe people expect to find hem here, nearby?

<digital> storytelling </digital> Rehearse, remix, recreate…
people may get involved in a playful way

<digital> storytelling </digital> Share and favorite
maybe they search for instant identity?

<digital> storytelling </digital> A long story short
…
"Who can help us with finding the right information? We would
really want to know…"

<digital> storytelling </digital> Your story short
Think about the most precious, famous or
otherwise spectacular object or cultural
heritage you know or own…
write a tweet about this, in which you
summarise the utmost essence in 140
characters…
example:
maybe they search for instant identity?

<digital> storytelling </digital> Like you
How did you use twitter?
For whom was it? did you think of followers or
an audience?
Was it a stand alone text, or did it contain a
link?
Did you shorten the link?
Did you mention someone?
Was your tweet engaging?
Was there dynamic in the conversation?
Did you write (think) intuitively?

<digital> storytelling </digital> How to write/txt?
Be concise
What difference does it make if you live in a
pisturesque little outhouse surrounded by 300
feeble minded goats and youre faitthful dog…?
The question is: can you write?
Ernest Hemingway

Be imaginative
You have to try very hard not to imagine that the
iron horse is a real creature. You hear it breathing
when it rests, groaning when it has to leave, and
yapping when it's under way… Along the track it
jettisons its dung of burning coals and its urine of
boiling water; … its breath passes over your head
in beautiful clouds of white smoke which are
torn to shreds on the trackside trees.
Novelist Victor Hugo, describing a train

Be brief
I have made this letter longer than usual only
because I have not had the time to make it
shorter
Blaise Pascal, 17th-century philosopher
(Winston Churchill quoted him)

Be direct
I am hurt. A plague o'both your houses! I am
sped.
Mercutio in Romeo and Juliet

Be curious, true, thoughtful, interested,
generous…
Do you like our redesign? Our intern Marlieke
made it in our MuseumLab!

<digital> storytelling </digital> From museum text to copy
"Communication
is conversation.
Not dictating, but
speaking with.
And listening."

<digital> storytelling </digital> The art of copywriting
writing is thinking visual (with a small amount of text),
is looking through the eyes of your audience

<digital> storytelling </digital> Ask, invite, link, share…
adjust your way of writing:
• make a long story short
• be brief, imaginative, direct, concise, quick,
curious, dare to make mistakes, make it
‘more or less’ ready
• make it usefull:
- headers and white spaces
- (hyper) links
- active form of writing
• understand your audience
• define where to meet? (location + media)
• how would you describe your relation with the
reader? Will it last? (make it sustainable, ask
to engage, promote, share)
• do your best to inform, engage, entertain,
activate

<digital> storytelling </digital> 6 x L ( 3 x 2) x L
- Loose
- Listen
- Like-wise
- Learn (lifelong)
- (L.A.T.) relations
- be Loved
Loyalty And Trust

<digital> storytelling </digital> 10 x M ( 3 x 3 + 1)
- (hu)man (make communities personal)
- motivation (passion, involvement, values)
- makers (co-creation, crowdsourcing)
- mix and remix (mash-ups, crossovers,
interaction)
- moment (attention, occupation, timing)
- mobility (of ideas, memes and people)
- mark & fame (societal marketing, storytelling)
- meet opportunities (issue surfing, introduction
of technical innovation, topicality)
- measuring (analytics, statistics, marketing)
- medium (reach, interest, involvement,
activation)

<digital> storytelling </digital> The art of involving (through stories
Emotion
Creation
Senses richness
Focus
Repeat
Keep building

<digital> storytelling </digital> storytelling & crossmedia

<digital> storytelling </digital> crossmedia / transmedia
Foster
meetingplaces,
transfer
moments and
conversations

<digital> storytelling </digital> crossmedia / transmedia
- What is the core of your story
- Which ingredients, such as characters, situation /
location, storyline, time, dramatic change, can you
use?
- Who is your audience? How can they be heroes?
- Why do you want to involve them. What value do you
want from your audience?
- Which part of the story is suitable for which media?
at which moment? -> make a roadmap
- How and when will they interact?
- How do they get from medium to medium? Why?
- Have fun!
Foster
meetingplaces,
transfer
moments and
conversations

<digital> storytelling </digital> Transmedia traveling

<digital> storytelling </digital> 7 lessons about transmedia stories

7 lessons about transmedia stories
Christy Dena
1. Quality and Speed means Costs.
2. It’s never as easy as you think it will be.
3. Have a plan or outline for the whole project before you
begin. Know thematic elements as well as the look and
feel of a project. And know when a project ‘ends’.
4. Set the stage so the audience knows what they are
committing to structurally (their time and commitment)
as well as the ‘story’ elements.
5. Everything in your transmedia story has a potential
barrier to entry. For example, having to register to use
the site, moving across platforms etc.
6. Everything is a balancing act, for example, between
audience size, audience engagement, audience
contribution, accessibility etc. Don’t make the bonus
content — the music, the audio play, the game, and
whatever else I devise — necessary to follow the story
7. Promote yourself.
Your own networks aren’t enough. Go where your
audience is, to forums and blogs and news sites and put
your stuff in front of eyeballs.
Foster
meetingplaces,
transfer
moments and
conversations

Transmedia storytelling links
http://henryjenkins.org/
http://www.christydena.com/
http://www.youtube.com/watch?
v=61g72U9ZEsY&feature=PlayList&p=4482DCE2474A1653&playnext=1&playnext_from
=PL&index=6
http://www.youtube.com/watch?v=Mn-vO1mi2eQ&feature=related
http://www.slideshare.net/jgerst1111/digital-storytelling-1303268
http://www.disappearingplaces.net/tags/
http://storiesforchange.net/
http://en.wikipedia.org/wiki/The_Truth_About_Marika
http://www.youtube.com/watch?v=iX_ZJkwvKR8
http://www.brooklynmuseum.org/opencollection/tag_game/start.php
http://blog.programmableweb.com/2009/04/01/hack-the-brooklyn-

<digital> storytelling </digital> Your story
fuel the imagination | driven bij curiosity | free
thinking experiment | design by doing…
Foster meetingplaces, transfer moments and conversations

Your story: website
what kind of media could the Polytech Museum use and why?
real time
connection
with the
exhibits?

Your story: education
building a
relation.
Do education
and retail
match?

Your story: knowledge
What do we
know, how to
inform about
the future?

Your story: exhibition
imagine we
could swipe
the personal
experience

<digital> storytelling </digital> how can we use this value
education
information + knowledge
imagination
website
exhibition retail

<digital> storytelling </digital> Thank you for your attention!

<digital> storytelling </digital> Thank you for your attention!
If you have questions or suggestions,
please let me know!
theo@commidea.nl
@theomeereboer

Storytelling moscow staff

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