Download - The Power of Story - Social Storytelling
The Power Of StoryDr. Pamela RutledgeMedia Psychology Research Center
@pamelarutledge
2014SoMeAwardsForum
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Is This A Story?
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No, it’s a picture But your brain can’t help itself. It starts to fill in all the missing pieces.
How do we know this picture isn’t a story all by itself?
Because your story isn’t the same as the person next to you. Your brain supplies all the assumptions, the intentionality and projects action based on your own models and biases.
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Why Tell Stories?
Languageofthebrain Connectuswithuniversals,symbols,
myths&metaphors Provideacontextformemory Definetheworldandourplaceinit Bridgesdifferences,createstrust
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rationalemotion
instinct
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Stories Replicate Life
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Transmedia Combines Story with Social
8|Adaptedfrom:tstoryteller.com
Franchise Comparison
Transmedia FranchiseExperiencingthewholeismoresatisfyingthanthesumofthepartsbecausethepiecesexpandyourunderstanding.Theexpansioncreatesaddedmotivationbycollectingthepieces
Traditional FranchiseExperiencingthewholeislesssatisfyingthanthesumofthepartsbecausepiecesarerepetitiveandnotadditive
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MONOMEDIA TRANSMEDIA
Onewaymessaging Dialoguebetweenconsumerandbrand
Assumesallpeoplecanbereachedwithonemediachannel
Givesaudiencechoiceinengagementpath
Singlemessageorthemeisadaptedtofitdifferentmedia
Eachmediaplatformexpandsnarrativewithuniquecontribution
Creatorcontrolsmessage Audiencecollaboratesinstorydevelopment
ProfitabilitylimitedtoROIofagivenplatform,nocrossmedialeverageornarrativeleverage
Broadenslifecycleandprofitabilityofacampaignbeyondtraditionalretailwindowsbecausecontentismonetizable
Audienceattentionthroughinterruption Audienceattentionthroughinvitation
Audienceparticipationenhancesbrandidentityandcreatescustomerloyalty
Engagestheconsumerlong-termbyprovidingvaluebeyondtheproduct
Audienceisvalidatedandcelebrated
Comparison of Monomedia and Transmedia
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MONOMEDIA TRANSMEDIA
Onewaymessaging Dialoguebetweenconsumerandbrand
Assumesallpeoplecanbereachedwithonemediachannel
Givesaudiencechoiceinengagementpath
Singlemessageorthemeisadaptedtofitdifferentmedia
Eachmediaplatformexpandsnarrativewithuniquecontribution
Creatorcontrolsmessage Audiencecollaboratesinstorydevelopment
ProfitabilitylimitedtoROIofagivenplatform,nocrossmedialeverageornarrativeleverage
Broadenslifecycleandprofitabilityofacampaignbeyondtraditionalretailwindowsbecausecontentismonetizable
Audienceattentionthroughinterruption Audienceattentionthroughinvitation
Audienceparticipationenhancesbrandidentityandcreatescustomerloyalty
Engagestheconsumerlong-termbyprovidingvaluebeyondtheproduct
Audienceisvalidatedandcelebrated
Comparison of Monomedia and Transmedia
MAIN POINT:
Transmedia
respects the
audience
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ROI Ripple Effect
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Net Value Proposition
Environmentallyadaptive Socialcapitalstrengthensbrand
equity Platformexpansionacross
demographicsandindustries Customerfeelsvalued
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YesYes
YesYes
YesYes
YesYes Yes
YesYes
YesNo
12 out of 13 Want Brands to Talk Story
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Bridging Online with Offline
Source:tstoryteller.com
Onlinecontentstrategycreatesconversations&promoterealworldexperiences
Offlinestrategycreatesonlineconversationsandencourageproducttrials
SpreadableContent
Experience&Trial
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Transmedia Development:Questions to Ask
Knowyourbrand
KnowYourAudience
WhatisthestoryIwantto
tell?
HowwillIdeliverthe
story?
WhatkindofaudienceparticipationdoIwant
orneed?
Howwillaudienceparticipationeffect
thestoryovertime?
Source:Adaptedfromtstoryteller.com
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The Allure of Mystery
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Plan for Engagement
Attract Discover Experience Explore
GROW AUDIENCE ENGAGEMENT
Develop attractors that create anticipation: Challenge expectations & expand audiences
Provide signposts that orient and guide audience to the experience
Develop experiences, artifacts and rituals that engage all the senses and maintain connection
Be active on multiple channels, design gaps and reminders to enhance motivation and extend connection
Source:Adaptedfromhttp://www.slideshare.net/sioflynn
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Let Your Audience Do The Work
THANKYOU
Dr. Pamela RutledgeMedia Psychology Research Center
@pamelarutledge
2014SoMeAwardsForum
