digital storytelling part 2 publishing
DESCRIPTION
Slides for the second part of a workshop on applied storytelling, using writing exercises. First part is here: http://www.slideshare.net/ppolsinelli/digital-storytelling-part-1-writing-12044990 Used as teaching aid for my course at http://www.mmm.unifi.it/ . Follow me at @ppolsinelli for more.TRANSCRIPT
Digital Storytelling:
publishing By Pietro Polsinelli @ppolsinelli
Who am I
Pietro Polsinelli @ppolsinelli
Blogs: http://pietro.open-lab.com
http://gamamoto.com
E-mail: [email protected]
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Tuesday, March 20, 2012 Story tell your (Software) product
What we did and what we’ll do
Learned that writing can be improved
by feedback.
Begin to understand the power and
weaknesses of storytelling.
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Tuesday, March 20, 2012 Story tell your (Software) product
What we did and what we’ll do
Today we see storytelling in different media.
Tuesday, March 20, 2012
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Story tell your (Software) product
The bizarre story of 140 characters
https://twitter.com/#!/RealTimeWWII
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Tuesday, March 20, 2012 Story tell your (Software) product
The bizarre story of 140 characters
https://twitter.com/#!/brainpicker
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Tuesday, March 20, 2012 Story tell your (Software) product
The bizarre story of 140 characters
https://twitter.com/#!/Einaudieditore
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Tuesday, March 20, 2012 Story tell your (Software) product
The other way round: Flipboard 8
Tuesday, March 20, 2012 Story tell your (Software) product
Tuesday, March 20, 2012 Story tell your (Software) product
Interview on your online presence
What is its
character?
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Your online presence
It is only exceptionally linked to an actual
marketing campaign.
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Tuesday, March 20, 2012 Story tell your (Software) product
Percolating Ziggurat
Tuesday, March 20, 2012 Story tell your (Software) product
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The model
People at a step are a set of potential customers who
have a common set of needs or wants or potential to
have new similar needs that reference each other
when making a try / buy decision.
(Adapted from “Crossing the Chasm”)
Tuesday, March 20, 2012 Story tell your (Software) product
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Entering the ziggurat
What is the top of the ziggurat composed of?
How do you enter the top of the ziggurat?
Tuesday, March 20, 2012 Story tell your (Software) product
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Entering the ziggurat
Start a blog
A tweet channel
A page on Facebook
Tell your friends
Talk about it at a local event like this
Tuesday, March 20, 2012 Story tell your (Software) product
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Entering the ziggurat
What I described in the previous slide…
DOES NOT WORK*
* Unless a miracle...
What you need is…
Tuesday, March 20, 2012 Story tell your (Software) product
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Entering the ziggurat
“That's the press, baby, the press.
And there is nothing you can
do about it.”
http://www.youtube.com/watch?v=FgdE-qPv6kw
You need to
TALK WITH
THE PRESS
Tuesday, March 20, 2012 Story tell your (Software) product
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Entering the ziggurat
Seems obvious – for many its not so.
The press- its scary.
Win the fear and write.
Tuesday, March 20, 2012 Story tell your (Software) product
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Use creativity to replace budgets
To maintain “percolation” (see later) and
diffusion is a continuous battle. That is
why being a startup as a side project
does not work.
You need full time dedication: new
ideas, experiment and flexibility are the
only thing that can beat budgets.
Tuesday, March 20, 2012
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Story tell your (Software) product
Entering the ziggurat
Fearful because it is (a second) reality check.
Examples from my experience:
Bugsvoice –> Fail
Patapage –> Fail
Licorize –> Passed
Tuesday, March 20, 2012 Story tell your (Software) product
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And what IS the press?
A blog with 5000 loyal followers in a field connected to
what you dealing with can be more effective than a
little blurb on Wired.
Tuesday, March 20, 2012 Story tell your (Software) product
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Story for the second step
“Resistance from inertia can come from commitment
to status quo, fear of risk, lack of a compelling reason
to buy.”
Again the story idea can help you out of this. Maybe a new story.
With a story you can also define the contest of your competition.
By telling a good story, its you establishing the context.
Tuesday, March 20, 2012
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Story tell your (Software) product
Story for the second step
You have to distinguish:
actions that increase (or create) conversion
actions that keep you visible - though the two
things are not completely separate
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Tuesday, March 20, 2012 Story tell your (Software) product
Permission marketing and more
You can use your story based product & marketing
core to do both permission marketing and also more
traditional, press/blog based marketing.
Tuesday, March 20, 2012 Story tell your (Software) product
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After today: marketing
Tuesday, March 20, 2012 Story tell your (Software) product
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Crossing the Chasm by Geoffrey A. Moore
Tribes
by Seth Godin
Online marketing preconditions Un gioco e prodotto, online o meno, può essere decomposto in questi componenti (esempi da Licorize):
1. il sito, che deve essere stabile e indicizzato e avere approfondimenti e un presskit
http://licorize.com/applications/licorize/site/
e trattandosi di un gioco, uno (o più) trailer
http://www.youtube.com/watch?v=Gph_Ha--IlY&hd=1
2. l'applicazione http://licorize.com/applications/licorize/manage
3. la comunità connessa dall'applicazione, interna al "gioco"
http://licorize.com/applications/licorize/manage/people.jsp
4. gli stream sui network sociali:
Twitter stream dedicato: https://twitter.com/#!/licorizenews
Via hashtag: https://twitter.com/#!/search/%23licorize
Pagina Facebook (poco usata):
http://www.facebook.com/apps/application.php?id=133137343406731&sk=wall
5. la comunità di appassionati / utilizzatori, esterna al gioco:
http://community.licorize.com (molto attiva)
6. le notizie sul prodotto -> il blog http://blog.licorize.com/
Nota come la linea grafica è resa uniforme tra i componenti.
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Tuesday, March 20, 2012 Story tell your (Software) product
Tuesday, March 20, 2012 Story tell your (Software) product
Exercise: The product is a story
Which story does you product tell? Is it
heroic, moving, a thriller, noir? A
redemption story or a apprenticeship
one? A lucky intuition or a hard earned
success?
Compose all this elements in a story:
[write write write]
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Tuesday, March 20, 2012 Story tell your (Software) product
Exercise: The product is a story
Try to guess the kind of story that you’d like to tell through your product and select its essential roles.
Which kind of story would you like to tell?
What or whom does it involve?
Which problem or need it must solve / fulfill?
What or who is the opponent?
Which trials it must pass?
Who is helping and who is hampering?
How do we know the target has been reached?
Which other characters appear?
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Tuesday, March 20, 2012 Story tell your (Software) product
Exercise: press release
Write a letter to the press – yes in English.
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Tuesday, March 20, 2012 Story tell your (Software) product
Exercise: Opponents and needs
Who are your opponents and competitors?
Which is the need you are fulfilling?
Which is the deficiency you are fulfilling?
The desire you satisfy?
The problems you meet?
For each of the above create a character, then try to take their
point of view and tell the story: [write write write]
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