Published on February 17, 2014
Storytelling, Transmedia & Other Trending Topics A Workshop for MA Marketing Students Deusto University | Business School, February 13, 2014 Eva Snijders. Storyteller. CEO at Química visual.
Program 1. Intro: A Journey from the XXst to the XXIst Century 2. Marketing and Communication today 3. Systems and Worlds 4. Targets & Avatars 5. Storytelling 6. Transmedia 7. User Experience (UX) 8. Native Advertising, Content Marketing, Brand Content…
Introductions Alright, I’ll volunteer. : )
A Journey st from the XX st to the XXI Century Century Century
From Impact To Influence To Influence
Today, we live in a “hyper” world: hyper informed hyper connected hyper fragmented hyper fragmented hyper fragmented
“We already have all the information. Now we need to know what it means.” Annette Simmons
All the trending topics you’ll see today are part of our quest for meaning.
Marketing and Communication today
Systems and Worlds Or: Story Worlds Or: Narrative Universes Or: Why we Need to Understand the World we (and our Brands!) Live in
What Unilever could learn from Tolkien
Lord of the Rings
Lord of the Rings
Lord of the Rings
Lego Lord of the Rings (Wii)
Targets & Avatars
Targets • Geographic segmentation: Spain, Urban environments… • Demographic/socioeconomic segmentation: Male, 30 - 45, above average income, in a management role, with higher education, single… • Psychographic segmentation: Non-religious, values healthy life-style… • Behavioural segmentation: … • Product-related segmentation: …
Could you write this “male” a love letter?
Could you build a relationship with him?
Avatars / Personas
No, not those avatars
Avatars Personas • From Sanskrit, “incarnation”: ”descent" of a deity in a terrestrial form. • Coined in 1985 by Chip Morningstar in designing Lucasfilm's online role-playing game Habitat.
Avatars are Unique Just like us
Let’s Try Again
Could you write this woman a letter?
Or build a relationship with her?
Storytelling is so much more than “telling stories” “telling stories” “telling stories”
Story is experience shaped to share share
to me something that happened to someone else or something I imagine something I imagine something I imagine something I imagine something I imagine
Story makes sense out of our experience experience
Levi’s Go Forth It's every person's legacy to make the world more to their liking. Now is our time. Go Forth!
Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated [entertainment] experience. Ideally, each medium makes it own unique contribution to the unfolding of the story. Henry Jenkins
• Spreadability Drillability Continuity Multiplicity Immersion Extractability Worldbuilding Seriality Subjectivity Performance Transmedia principles Performance Performance Performance Performance Performance Performance Performance Henry Jenkins
Spreadability • Spreadability: Stories are compelling enough to be spread through fan interaction. What stories do you want to share? Henry Jenkins
Drillability • Drillability: Stories inspire deeper investigation, engaging the fans to explore the story’s context, and solve intricacies or mysteries. The Matrix, Lost. Henry Jenkins
Continuity • Continuity: Multiple stories exist within the same defined world, and maintain coherence and plausibility. Star Wars. Henry Jenkins
Multiplicity • Multiplicity: The multiplicity of story possibilities make a tale more fun or a richer experience for fans. Star Trek, Pride and Prejudice. Henry Jenkins
Immersion • Immersion: A rich story world pulls us in and lets us forget ourselves and feel present at the scene. Harry Potter. Henry Jenkins
Extractability • Extractability: What can a fan take away from the story and bring into their own life? Note: this can be something tangible (icons) or intangible (values, a life lesson). Note: this can be something tangible (icons) or intangible (values, a life lesson). Henry Jenkins
Worldbuilding • Worldbuilding: Each story in a transmedia franchise contributes to the complexities of the world in which they take place. Narnia. Henry Jenkins
“Any given component, like a television show or a comic or whatever is actually just a window through which you look in order to understand this external world.” in order to understand this external world.” in order to understand this external world.” in order to understand this external world.” in order to understand this external world.” Geoffrey Long | PM Microsoft
Seriality • Seriality: A serial keeps us in a story world longer. Arabian Nights, Dickens. Henry Jenkins
“The Holy Grail will be to start the story in any portal, whether it’s your iPad or a book, or a movie or an online experience, or a game or a theme park; have that experience continue in another device… and then finish on a third.“ .“ .“ .“ .“ .“ Craig Hanna | CEO Thinkwell Group a transmedia production company that worked on the new Harry Potter theme park in Florida
Subjectivity • Subjectivity: A transmedia story embraces the varying points of view of multiple characters. Dracula. Henry Jenkins
Performance • Performance: A transmedia story may inspire a fan to act. Henry Jenkins
• Performance overt: viewers are invited to vote. American Idol. organic: the invitation to“tele-participation” is carefully designed to appear natural, assuming that the fans are already somehow participating with the show. Canadian teen school drama Degrassi: obscured: so many unanswered questions or holes in the story line that a dedicated and intrigued fan feels required to sleuth out the answers. Lost, The Matrix. The Matrix. The Matrix. Sharon Marie Ross | Media Researcher | Chicago’s Columbia College
Blade Runner The Ending: A Replicant? (1982) HD
• Immersion: explore the brand; Innovation: build or repair the narrative of the brand; Expansion: build out, enrich and deepen the fiction, creating franchise bibles and guidelines; Planning: strategise a rollout over a period of time, which utilises multiple media platforms in concert. Transmedia process strategise a rollout over a period of time, which utilises multiple media platforms in concert. strategise a rollout over a period of time, which utilises multiple media platforms in concert. Jeff Gómez | Starlight Runner Entertainment strategise a rollout over a period of time, which utilises multiple media platforms in concert.
• Transmedia types the narrative spaces covered (location, characters, time) the number and relative timing of the platforms (sequential, parallel, simultaneous, non-linear) the extent and type of audience involvement (passive, active, interactive, collaborative) (passive, active, interactive, collaborative) (passive, active, interactive, collaborative) Robert Pratten | TStoryteller
Transmedia scheme Robert Pratten | TStoryteller
Transmedia One more sample
User Experience (UX)
User experience should be worth sharing (in story ;-) sharing (in story ;-)
UX user experience noun noun: user experience; plural noun: user experiences 1. the overall experience of a person using a product such as a website or computer application, especially in terms of how easy or pleasing it is to use."if a website degrades the user experience too much, people will simply stay away"
HOW UX WANTS TO BE SEEN Field research Face to face interviewing Creation of user tests Gathering and organising statistics Creating personas Product design Feature writing Requirement writing Graphic arts Interaction design Information architecture Usability Prototyping Interface layout Interface design Visual design Taxonomy creation Terminology creation Copywriting Presenting and speaking Working tightly with programmers Brainstorm coordination Design culture evangelism HOW UX IS TYPICALLY SEEN Field research Face to face interviewing Creation of user tests Gathering and organising statistics Creating personas Product design Feature writing Requirement writing Graphic arts Interaction design Information architecture Usability Prototyping Interface layout Interface design Visual design Taxonomy creation Terminology creation Copywriting Presenting and speaking Working tightly with programmers Brainstorm coordination Design culture evangelism
“UX is the intangible design of a strategy that brings us to a solution.” Erik Flowers
User Experience (UX) Examples
Let’s leave the internet for a while
Back to senses and sensations and sensations smell taste sight hearing touch
‘Would you tell me, please, which way I ought to go from here?’ ‘That depends a good deal on where you want to get to,’ said the Cat. ‘I don’t much care where -’ said Alice. ‘Then it doesn’t matter which way you go,’ said the Cat.
Native Advertising Content Marketing Brand Content … … … …
Native Advertising You’re more likely to survive a plane crash than click a banner ad. Solve Media
Native Advertising A method of advertising which seeks to provide content in the context of the user’s experience
Native Advertising Examples
Content Marketing Any marketing format that involves the creation and sharing of media and publishing content Content marketing is focused on communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable information"
Content Marketing Examples
Brand(ed) Content A fusion of advertising and entertainment content Branded content is generally funded entirely by a brand Branded entertainment is used in events and installations, film, video games, music, the internet, television….
Brand Content Examples
And…: User Generated Content UGC UGC UGC
90 / 9 / 1
Thank you! Eva Snijders @evasnijders firstname.lastname@example.org www.evasnijders.com +34 609 678 837 Químcia visual www.quimicavisual.com
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