digital storytelling part 2 publishing

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Digital Storytelling: publishing By Pietro Polsinelli @ppolsinelli

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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

Page 1: Digital storytelling part 2   publishing

Digital Storytelling:

publishing By Pietro Polsinelli @ppolsinelli

Page 2: Digital storytelling part 2   publishing

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

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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

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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

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The bizarre story of 140 characters

https://twitter.com/#!/RealTimeWWII

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Tuesday, March 20, 2012 Story tell your (Software) product

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The bizarre story of 140 characters

https://twitter.com/#!/brainpicker

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Tuesday, March 20, 2012 Story tell your (Software) product

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The bizarre story of 140 characters

https://twitter.com/#!/Einaudieditore

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Tuesday, March 20, 2012 Story tell your (Software) product

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The other way round: Flipboard 8

Tuesday, March 20, 2012 Story tell your (Software) product

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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

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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

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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

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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

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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

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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

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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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