The document discusses the significance of storytelling in marketing, emphasizing the role of technology in how narratives are shared across different media. It outlines strategies for engaging with digital natives, leveraging social media, and creating interactive narratives to connect with audiences. Key recommendations include collaborating with tech companies, building community around content, and ensuring innovation within production teams.

1. Rob Prass

3. een interessant probleem sommige marketiers zijn niet geïnteresseerd in storytelling de meeste storytellers zijn niet geïnteresseerd in marketing

4. Trans media is in feite zo oud als verhalen vertellen zelf, namelijk het verhaal vertellen via meerdere belevingsvormen over verschillende mediaplatformen.

6. "Storytelling” is de kern van wat de mens uniek maakt. Het is de manier waarop we onze ervaringen delen, leren van ons verleden en onze toekomst voorstellen. Maar hoe we onze verhalen vertellen, hangt af van een ander uniek menselijke eigenschap, ons vermogen om nieuwe technologie te bedenken en toe te passen. Van de drukpers tot het Internet, technologie heeft de mensen nieuwe manieren gegeven om hun verhalen te vertellen, zodat ze op nieuwe niveaus van creativiteit en persoonlijke ontplooiing kunnen komen.

7. de kracht van het verhaal

8. Je producten zijn top, maar je verkoopsucces in de toekomst wordt bepaald door de hoeveelheid aandacht die het verdient. reputatie x aandacht = waarde

13. conspiracy for good

15. the truth about marika

17. film

24. PLAY learning is about playing…

26. Anyone who tries to make a distinction between education and entertainment doesn’t know the first thing about either

27. GAMIFICATION

30. Where we are now Audiences Fragmenting Simultaneous media use Networked Referring, recommending Business Licensing 24/7 products Archive mining Partnerships Marketing Integrated Marketing Brand management Increasing reach through aggregated campaigns Technology Create once publish any/everywhere Personalisation – Content Repurposing Altering Adapting Augmenting Stretching Stories across multiple platforms

35. So, stories on multiple platforms May be a rigidly structured, single narrative – could be multiple layered & interwoven stories Could use a number of different entry points (into the story) Might offer an interactive narrative, be open-ended or offer alternative endings Sometimes are interactive experiences relying on the user to go on their own journey Will use a number of different media - video, audio, photos, text, animation, interaction - to present a segment of the story in the most compelling way

36. 1. Find ways to work with and enable the new generation of Digital Native media professionals. Make sure that you are relevant for them! Collaborate, facilitate, connect! They can become partners but they could also become competitors! 2. Embrace new audience behaviour. Be open to user engagement, interactivity, user-generated content, and social media. Build communities around your TV content! 3. Work with Facebook, Apple, Google and other newcomers to broadcast. Social networks are the future for broadcasters to connect with your audience. These companies already have a direct relationship with your audience. Develop connected business models. This is mutual interest!

37. 4. Consider extending existing brands. There is an initial audience which can generate a lot of word-of-mouth. The production team already understand a lot about the world of their series, which makes working from STORY to keep extensions in canon much more understandable as the team goes through a steep learning curve. 6. Extend and maintain successful new series in ways that respond to its audience. Budget to keep character blogs, twitter streams, and forums running between an initial season and the next.

38. 6. Avoid watering down concepts and projects. Create groundbreaking content! Ensure your series follow through. 7. Educate your organisation! Consider establishing an innovation group to do things in new ways. Plan to disperse and embed the innovation group into production teams as soon as possible. 8. Establish a team of transmedia commissioners and editorial staff. To spot high-potential concepts and talent. To safeguard projects through development, production, release and maintenance. 9. Start today! Use research and audience planning as basis for your transmedia strategy.

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