Social Media Group SMWTO: Transmedia Storytelling

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This presentation explores the emerging trend of transmedia storytelling, which is storytelling across multiple platforms and formats using digital technologies. This talk will illustrate how, more than ever, brands have an opportunity to create a continuous content narrative that engages an audience through multiple media formats.

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  • Good morning everyone. Thank you for joining us here today.In my session, I’m going to talk to you about something that’s not necessarily a new concept but it’s an idea that seems poised gain more and more traction among marketers. I’m talking about Transmedia Storytelling.
  • I’m going to cover three three main points:What? I’m going to define transmedia storytelling for you, that is (What?)So what? I’m going to tell you why in mattersAnd now what? I’ll pose some questions to consider in regards to it
  • Ok,What is transmedia storytelling?“Borderless, or open, story worlds arcing over multiple platforms in innovative ways”It’s storytelling across multiple platforms and formats using digital technologies.It’s more about telling a story and less about the technology and media that are used to tell it.
  • Transmedia storytelling offers participants multiple entry points, enabling participants to go deeper, find new possibilities, insights and experiences within a narrative. Now, let me show you some examples.
  • Transmedia is not multimedia.Transmedia is focused on the story. Multimedia is focused on the technology.Transmedia is deep content and highly participatory
  • The Matrix franchise is a classic example of transmedia storytelling.It offers encyclopaedic information with entry points through the film, the comics, the video game or the animated film. Each medium offer participants new details to the broader narrative.
  • In 2006, Coke released a commercial depicting a magical world housed within Coke vending machines. The narrative carried over to an mockumentary inside the Happinness factory, a game-based website and “Open happiness” track by the artists in this picture: Cee-lo Green, Patrick Stump and Janelle Monae
  • DosEquis’ Most Interesting Man in The World is a story world that’s created using TV ads, a game based website, digital video, facts and trivia… His story is told in amusing one liners: When in Rome, they do as he does.
  • After 7 years apart, [Mattel’s] Ken decided that he wanted Barbie back. The story unfolded across Facebook, Twitter, Foursquare and the “Genuine Ken” TV show on Hulu. Participants were able to vote online or by text.Culminated Valentine’s Day 2011Consumers vote by text or online
  • So what? Why does this transmedia matter? It matters because our brains are wired for narrative construction. Humans love stories. Our lives are filled with stories that travel across media.Lines between media are blurring…“a book … is a book and a newspaper article and a blog post and a tweet,” says Nick Bilton, New York Times, tech reporterIt’s not about being present in all media and platforms. It’s about having continuity across all media.Photo: http://www.flickr.com/photos/36177169@N02/4786376857/
  • Multiple entry points of a story world can increase the likelihood of participants discovering the story, which can lead to exploration and demand for story knowledge. This generates audience reactions and emotions.Telling a really great story is like building an architectural masterpiece.Creating worldsNew realmsIntense loyaltyPhoto: http://www.ccpixel.net/wp-content/uploads/2009/02/dscf1355.jpg
  • Stirring emotions among a fan base can inspire intense loyalty and advocacy. This can influence others to discover and explore the story world. In other words, it seeds and nurtures word of mouth marketing.Motivating a fan base to develop intense loyalty and advocacy for the storyPhoto: http://www.flickr.com/photos/rohdesign/3111463283/Telling a really great story is like building an architectural masterpiece.Creating worldsNew realmsIntense loyalty
  • The audience can create too as seen in the case of Mad Men. Fans took it upon themselves to tweet as characters from the show in a way that feels realistic to readers.Read more: http://news.cnet.com/8301-13772_3-10198587-52.html#ixzz1mVqcHCV4
  • Rather than repeating the same content across channels, as is often the case, brands have an opportunity to create unique content for each medium that tells a piece of the broader story.
  • Now what? As marketers, where are we supposed to go with this idea of transmedia storytelling? I think we start by asking ourselves questions about it, taking an inventory and then making decisions.Photo: http://www.geograph.org.uk/photo/165365This is the where we take an inventory and consider transmedia storytelling as a marketing opportunity.
  • First, we need to ask ourselves whether or not transmedia storytelling is right for all brands? Or is only suitable for entertainment and B2C brands? Or could it also work in B2B?Does fiction fit with your brand’s values?Does the story have to be fictional?Photo: http://www.flickr.com/photos/nananio/2734371922/
  • Next, Does your brand have ardent fans who would relish in a story world? Is there a potential for them?Would storytelling geared toward your most passionate and loyal fans risk alienating more moderate fans/customers?Photo: http://www.flickr.com/photos/nathaninsandiego/3968321020/
  • Transmedia storytelling can be demanding of resources call for diverse skillsets. Does your brand have the resources to feed an continuous production? Or would you need to take a start-stop campaign approach?Can we gear-up to a ‘continuous’ rather than ‘start-stop’ mode of production?Photo: http://www.flickr.com/photos/noodlepie/6123144426/
  • According to “story architect”, Lance Weiler, “transmedia is a transitional term. By its very definition. All media will be trans and will move fluidly.” Do we need to prepare ourselves for it to become the norm?“transmedia is a transitional term. By its very definition.All media will be trans and will move fluidly,” says “story architect” Lance Weiler (in the Wall Street Journal)As the media blur, the narrative… the story takes centre stage. Brands need to become stories.We’re already seeing many B2C companies becoming stories. B2B will too.Photo: http://www.flickr.com/photos/markchadwick/5140003274/
  • What? Transmedia storytelling – Borderless story worlds arcing over multiple platformsSo what? As humans we likes stories. Can you work your brand into a narrative?Now what? Should we prepare for this as the norm. Photo: http://www.flickr.com/photos/ddalledo/5464803100/
  • Social Media Group SMWTO: Transmedia Storytelling

    1. 1. TRANSMEDIASTORYTELLINGPresented by: James Cooper • Feb 17, 2012
    2. 2. What?So What?Now What?
    3. 3. What? Image: fotocommunity.com
    4. 4. Image: Robyn Jay
    5. 5. Not multimedia
    6. 6. Images: The Matrix
    7. 7. Powerful!(just one or two words works best) Image: OpenHappiness.tv
    8. 8. Image: DosEquis.com
    9. 9. Image: Barbie.com
    10. 10. So What? Image: Alex Merwin
    11. 11. DiscoveryDiscovery Image: CCPixel.net
    12. 12. Advocacy
    13. 13. Co-Creation Image: Twitter.com
    14. 14. ReduceRedundancy
    15. 15. Now What? Image: geograph.org
    16. 16. ReducingRedundancy For All Brands? Image: Nathanael Hevelone
    17. 17. Super Fans? Image: Nathan Rupert
    18. 18. Resources? Image: Graham Holliday
    19. 19. Status Quo? Image: Mark Chadwick
    20. 20. Recap Image: Daniele Dalledonne
    21. 21. Thank you to ourSponsors and Partners

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