Storytelling Museum Studies workshop-vs2

<digital> storytelling </digital>
(digital) storytelling

storytelling is drama
"drama is
anticipation
mingled with
uncertainty"

are there any questions?

<digital> storytelling </digital> (digital) storytelling: Аня Михайлова

storytelling starts with asking questions and (then)
go on a journey to seek for answers, together with
your audience.
There is a question at the very beginning of every
story.
"Storytelling is the act of bringing home the
discoveries learned from curiosity."
Ben Grazer

<digital> storytelling </digital> look, a tiger, how did it come there, what
does this mean?

<digital> storytelling </digital> Your story short
maybe they search for instant identity?
Think about this picture… 
write a tweet about this, in which you summarise the
utmost essence or try to engage … in 140
characters…

How did you use this limited space?
audience
For whom was it? did you think of followers?
Did you mention someone?
form 
Was your tweet engaging? How? 
Was it a dialogue, a reply? 
Was it explaining something 
Was there curiosity involved? 
Was it suggestive, evocative? 
Was it a question?
text 
Did you write (think) intuitively? 
Was it a stand alone text, or part of a sequential? 
Was there dynamic in the conversation?
Why is this important?
Like you

value exchange, value (co)creation
Why storytelling?
• do we have the capability of delivering this, according to our
assets and our existing content?
• will it deliver on organisational priorities to grow revenue, reach
and reputation?
• will users love it? (or people, as they’re commonly known).
users love it,
it meets their
needs
fits with the museum
(core text/powersource)
grows revenue
and reputation
YES! http://www.vam.ac.uk/blog/
digital-media/thinking-small-
how-small-changes-can-get-
big-results

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
How to write for the episodes of your story
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

<digital> storytelling </digital> How to engage visitors with your writings
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!

The art of involving (through stories
Emotion
Creation
Senses richness
Focus
Repeat
Keep building

title
theme
plot
characters
time
setting /
situation
dramatic change
solution

social (media) engagement, the basis

strategy
strategy
strategy
vision
beckoning power
imaginative + influencing
draw attention / give direction
mission
working power
creating solutions + awareness
problem solving / promise
relation
recruiting power
connecting, behavioral
change, participation
core text that defines
the organization
(Look:)
(,because)
(and so…)
the powersource

vision
beckoning power
mission
working power
relation
recruiting power
core text
core text
core text
1. organization 2. project/
exhibition
3. visitor
perspective
Look
because
and so…
I see
how it
works
it means
to me
from powersource to project in 3 layers

Layer 1: write the powersource of your museum
vision
mission
relation
Try to make a version that is more easy to understand and can be
put in 3 sentences maximum.
Layer 2: write the core text of your museum's story
• visionairy/beckoning power (“look!”)
• missionairy/working power (“because...”)
• relational/recruiting power  
(“and so, that means for you”)
summarize them in one sentence…

Layer 3: write the core text that defines your project
(Look:)
> What do you or does the visitor actually see?
(,because)
> why is this important, how does it work? What is the meaning?
(and so…)
> why should your visitor care? What does it mean to your visitor, how can
the visitor contribute?
Be brief, be imaginative, be true.
Compare those 3 layers.
Do they match?
Do you have to change something?

- Define the core of your story
- Define ingredients, such as characters, situation / location,
storyline, time, dramatic change
- Who is your audience?
- Why do you want to involve them. What 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!
crossmedia / transmedia

into the box

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
How does a Big Idea come into mind?

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!

No matter what type of media you choose, it will always be about
having conversations and building relations. Consider your
website or social media as a meeting place for social interaction
and engagement.
http://www.vam.ac.uk/content/articles/a/adult-social-inclusion-programme/
again, the customer journey

http://traackr.com/influencer-identification-toolkit/

Value of storytelling
value exchange, value (co)creation

step by step
define the identity & core text
formulate the purpose + ambition
define your followers (who, where)
define the (inter)actions
where is the action, when, how much, how long?
define the (cross)media usage
content (resources)
monitoring, what should be the result (KPI)
organization, who's doing what?
planning
Budget: cost & earnings
define the co-created value
dvelop the customer journey

http://traackr.com/influencer-identification-toolkit/
A1
A3
A5
A4
A7
A6
A8
A2
define the identity & core text
formulate the purpose + ambition
define your followers (who, where)
define the (inter)actions
where is the action, when, how much, how long?
define the (cross)media usage
content (resources)
monitoring, what should be the result (KPI)
organization, who's doing what?
planning
Budget: cost & earnings
define the co-created value
dvelop the customer journey

<digital> storytelling </digital> the tour
- open the app
- examine how it works

<digital> storytelling </digital> the challenge: two groups
What is a problem or situation for the Museum your group is going to solve
(in a tour?)
What is the core of this? (LOOK)
What will be your solution? (BECAUSE)
How can the audience be involved, what does it mean for them? (AND SO)
Formulate your idea and the core text for this
research after points of interest on the tour (5-15) and their meaning
sketch a map
research after images, sounds, video information etc.

<digital> storytelling </digital> спасибо за внимание!

Storytelling Museum Studies workshop-vs2

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Storytelling Museum Studies workshop-vs2