Constructing Enduring Narratives Narratives Lock in Memories 1 Persuasive stories offer emotional appeals that strengthen an individuals connection to your brand Narratives are dynamic creations that help to affirm the organizations intended message through well-developed characters, plotlines, and settings Ex. Ndamukong Suh Chrysler Commercial https://www.youtube.com/watch?v=eImJkzP za40 https://www.youtube.com/watch?v=eImJkzP za40 Framework 2 Identifying Storylines Building the Narrative Assessing the Audience Audience Engagement Ladder The Audience Engagement Ladder (below) provides a framework for organizations to effectively identify target audiences on a scale of customer involvement, interest, and need. The goal is to ultimately move fans up the ladder. 3 Superfans Avids Interactives Watchers Casuals Unengaged Examples Washington Capitals With lots of Russian talent on their roster, the team has embraced a large Russian fan-base by hosting and promoting Russian blogs and Twitter accounts on their website Targeting Likely Fans Political campaigns assess their audiences by targeting swing voters - a small portion of the voter population - whose voting choices can be impacted by effective advertising. Sports franchises are similarly engaging fans who are more likely to increase their consumption of the organizations products. 4 Identifying Storylines 5 Storylines What goals does an organization hope to achieve through narratives? Ex. Improving a team record, improving attendance, gaining market share, fostering community goodwill You will choose a narrative type after you have carefully considered your intended message Identifying Storylines Narrative Types The Organic Narrative A storyline that comes about with little involvement from the organization using it. Ex. Jason McElwein, Rochester, NY https://www.youtube.com/watch?v=cZtU676jA_k https://www.youtube.com/watch?v=cZtU676jA_k The Directed Narrative A storyline that is contrived by the organization The Shaped Narrative An organization seizes an existing storyline and reshapes it for its own benefit Ex. Harvard vs. Yale, 1968 https://www.youtube.com/watch?v=Wgb9iLNC7yI https://www.youtube.com/watch?v=Wgb9iLNC7yI 6 Identifying Storylines 7 Narrative Types The Improvisational Narrative An attempt to re-contextualize an existing narrative that threatens an organizations well-being Multiple Narratives Because new media encourages the presentation of multiple sides to each story, it is necessary to anticipate contradictory storylines that may emerge and to counter-act them Building the Narrative 8 Components Plot Drives character development, redefines relationships, or leads characters to overcome insurmountable obstacles, all of which can affirm the basic values of the organization Characterization Compelling subjects add depth and complexity to a narrative, helping to make it more memorable Setting An iconic venue/setting engages viewers in a collective experience Narrative Risk Narratives are more of a gamble than a straightforward presentation of facts because they allow for open interpretation Common Narrative Plotlines The Underdog Florida Gulf Coast University basketball team becomes first 15-seed to make Sweet 16 The Comeback Kid Josh Hamilton overcomes drug addictions to become MLB superstar The Incredible Feat Novak Djokovic defeats Rafael Nadal in 5-hour, 53-minute Australian Open final The Santa Claus St. Louis Cardinals donate $10 million to help local kids The Rivalry UCONN and Tennessee rivalry propels NCAA Womens Basketball into national spotlight during early 2000s 9 Common Narrative Plotlines The Tradition UNC Coach Roy Williams starts only seniors on senior night The Love of the Game Bethany Hamilton returns to professional surfing only 26 days after losing her left arm in a shark attack The Great Sacrifice NFL star Pat Tillman forgoes multi-million dollar contract in order to join U.S. army and loses his life while serving in Afghanistan 10 Characterization: Important Aspects to Consider 11 Stretch and Reach How well can the character engage the audience? How long will the characters fame last? How widespread is the characters fame? Star Power The ability of a character to connect with and to excite audiences Organizations can convert overlooked segments of the organization into fan favorites Setting Sports are often defined by the times during which their competitions occur Ex. College football dominates New Years Day, MLB playoffs are the Fall Classic Venues can be historical landmarks or entertainment centers In addition to hosting an iconic tournament, Wimbledon is an everyday tourist attraction Using settings, narratives can be created where they never before existed New camera technologies have helped to make MLB broadcasts more interactive and entertaining 12 Narrative Risk Stories depend not only upon the way they are presented (medium of communication), but on how they are interpreted Most narratives rely on the audiences knowledge, values, and willingness to make inferences about it If the audience is unable to interpret and internalize the message, it becomes a missed opportunity 13 Conclusion 14 Effective Communication Narratives can be more effective than traditional forms of persuasion because of their ability to disarm their audiences and adapt to contemporary forms of new media Emotional Appeal The emotional appeals of stories can be highly persuasive and can build brand equity or deflect negative publicity Skills Misuse of the narrative, however, can cause confusion, misunderstanding, or even offense It is imperative that message developers cultivate storytelling skills and are constantly evaluating the ever- changing channels of distribution and audience values