from epic to everyday: a framework for digital storytelling

© Blue State Digital | Proprietary and Confidential

Epic to Everyday

Digital StorytellingSamir Patel - Head of Creative & Delivery, London Blue State Digital

1© Blue State Digital | Proprietary and Confidential


@[email protected]

2© Blue State Digital | Proprietary and Confidential

© Blue State Digital | Proprietary and Confidential 3

http://www.youtube.com/watch?v=kY7dx3FWDxM


The Template

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We work with leading nonprofits, advocacy groups, and brands...

Epic to everyday: digital storytelling

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..to build and mobilise communities to take action.


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Storytelling is physical.

When people watch stories, scans of their brains show it not as a spectator - but as a participant in the action.


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6 elements of storyEpic to everyday: digital storytelling

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CharacterPlot Conflict

Resolution SettingTheme


Story StructureEpic to everyday: digital storytelling

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Act 1

SetupAct 2

ConflictAct 3

Resolution


What is a story?

A story is a character in pursuit of a goal in the face of an obstacle or challenge. How the character resolves (or fails to resolve) the challenge creates the drama and human interest that keeps us reading or listening.


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What is a story?The Template

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All of this talk about story is often just instinctual - good writing, savvy video editing, etc.


And it goes… nowhere.The Template

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Museums are not lacking ideas.


And it goes… nowhere.The Template

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They’re lacking a way to tie them together to engage audiences.


What digital brings to storytelling.Epic to everyday: digital storytelling

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Technology+Reach+Engagement

WiFi, blogs, video, images, CMS, audio, music, data

Platforms, entry points, channels, personalisation, social media, measurement

Interactivity, immersion, optimisation, emotion, online/offline, connection


The Template

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And a sense of action.

What do our audiences want? And what do we want of our audience?


What do we want our audience to:Feel?

Remember?

Do?


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http://www.thedoctorshortage.com/pages/shortage


http://www.tobeagirl.org/


Move people up a Ladder of Engagement


Observing

Following

Visiting

Engaging

Joining

Advocating

Number of people

Influ

ence

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The Template

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Great stories compel people to change or take action.


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Film franchises offer an exampleEpic to everyday: digital storytelling

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Story introduced in a novel or film

Sequels and prequels

Television serials; video

games; novels; comics

Online content;

webisodes; microsites


Epic Features EverydayEpic to everyday: digital storytelling

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-Support-Get involved-Your story-Volunteer


Narrative WorldEpic to everyday: digital storytelling

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Theme(s)GenreInherent rulesCharactersSettings



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http://www.youtube.com/watch?v=vd3dH90tdhk


Epic StoriesEpic to everyday: digital storytelling

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Stand the test of time

Driven by themeAdd a greater understanding to individual stories


Museum exhibitions represent many of the epic stories of our past, present and future


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www.britishmuseum.org


Feature StoriesEpic to everyday: digital storytelling

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Big, showpiece stories

Angles of an epicNarrative strands


Everyday StoriesEpic to everyday: digital storytelling

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More fleetingEasily digestibleEntry points to features


The everyday is truly… everyday.

Phone reportingMicro-storiesBehind the scenesTweets

With calls to action or links to more


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http://www.youtube.com/watch?v=PLKmBvzNqHA


A science museum exampleEpic to everyday: digital storytelling

EpicWhat can life underwater teach us about life on land?

FeatureCoastal communities

Food chain

Secrets of the deep

EverydayUnderwater pictures (post your own)

Quizzes

Tweets and posts

Articles around the web

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Narrative worldLife underwater. Scientists/animals/fishermen. Sustainability theme.


Audiences add another layerEpic to everyday: digital storytelling

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E E E E E E

E E E E E E

EP

IC

Feature

Feature

E

E E E E E E

E E E E E E

EP

IC

Feature

Feature

E E E



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Operate more like a newsroom, or a TV writers room

https://gointothestory.blcklst.com/tag/dustin-lance-black-2


Story can be studied, and is often instinctual. But digital is what can unlock the power of stories.

The Template

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Don’t just create content - test and optimise


Investment vs. FlexibilityEpic to everyday: digital storytelling

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High Investment

Low Investment

Easy to evolve

Difficult to change



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The epic stories of our time can inspire the next Jacque Cousteau, the next Picasso, the next Darwin.


Thank you.

@[email protected]


from epic to everyday: a framework for digital storytelling

Presentations & Public Speaking

digital storytelling10act

confidential epic

confidential storytelling

sense of action

character resolves

savvy video editing

creative delivery

elements of storyepic