from neverland to tomorrowland: adventures in digital storytelling by michael haggerty-villa

FromNeverlandtoTomorrowland

inDigitalStorytelling

MichaelHaggerty-Villa ConfabCentral,May20,2016 @HaggertyVilla

Once…

Adventures inDigitalStorytelling ConfabCentral,May20,2016|@HaggertyVilla

• Kids• T-shirts• Apologies

Randomthoughtsaboutme

Adventures inDigitalStorytelling

• ContentStrategySouthernCalifornia• ContentStrategySanJose|SiliconValley• Collaboration• HPESoftware• DisneyParksandResortsDigital• eBay• Others

Randomthoughtsaboutme


Digressions:randomthoughtsabouttheweb

• Serialcommas

Adventures inDigitalStorytelling ConfabCentral,M


• Serialcommas• Ellipses


• Serialcommas• Ellipses• Submit


TheInternetof(every)thingsishere

Adventures inDigitalStorytelling @HaggertyVilla

Theshatteredstoryarc


Digitalstorytellingsurvivalreminders

• Getoveryourself

Source:TheUser'sJourney:Storymapping ProductsThatPeopleLovebyDonnaLichaw,RosenfeldMedia,2016

Collaborationindigitalstorytelling


Thestorybeyondourstory


Howwepresenttheproduct

• Carefullycraftedimagery• Structuredcontent• Accesstomorecontent


Howguestspresenttheproduct

• User-generatedimagery• Personalizedcontent• Responsestoboththeexperienceandthecontent


• Brandnightmare?• Marketingsuccess?

Howguestsexperiencethebrand

Whoownsthestory?

• Notus

• Beyourguest

• Thisisstillcontroversial

• Thisisstillwhatkeepsusgoing


Digitalstorytellingreminders

• Getoveryourself• Thinksmall,butpowerful


Thinksmallandpowerful

• Smalldevices• Microinteractions andmicrocontent• Servicedesign• Smallwinseventuallyadduptobigsuccesses


Smallandpowerful:servicedesign

Source:Content StrategyinServiceDesignby JenniferMcCutchen andDimaTodorova-Lilavois:http://bit.ly/service-design-content-pdf



• Getoveryourself• Thinksmall,butpowerful• Betrue,notdull



Betrue

• Behelpful• Beaccurate• Beconsistent• Limitthemarketingmagic

Casestudy:Wayfinding

Theproblemasauserstory:

Asacustomer,IneeddirectionstogettotheproductsorservicesIwant.


Myfavoritedigression:Disneyland


Wayfindingchallenges• Howdowemapathree-dimensionalreal-lifeexperiencetoitsdigitalcounterpart?• Howdowematchthevoiceandtone(somecallitmagic)oftherealplaceinthevirtualproduct?


WayfindingchallengesDisneyexperiences• DisneyParks• DisneyCruiseLine• AdventuresbyDisney• DisneyVacationClub• Aulani Resort&Spa


Thechallengeofsignage



Guestsbrowsethroughattractionsonamap.



Guestsviewattractiondetails.



Guestsfindtheirtarget.

Magichappens.


• Getoveryourself• Thinksmall,butpowerful• Betrue,notdull• Continue,persist,persevere– neversubmit


Once…

Appendix• LessonsfromOmnichannel:WhatEveryContentStrategistShouldKnowwithKevinNichols:http://bit.ly/omnichannel-content• ContentStrategyinServiceDesignbyJenniferMcCutchen andDimaTodorova-Lilavois:http://bit.ly/service-design-content-pdf• TheUser'sJourney:Storymapping ProductsThatPeopleLovebyDonnaLichaw,RosenfeldMedia,2016• Experiences:TheSeventhEraofMarketingbyRobertRoseandCarlaJohnson,ContentMarketingInstitute,2015• GoodnightMoon byby MargaretWiseBrown,picturesby ClementHurd,HarperCollinsPublishers,2007


Somecontentanddesignmeetupgroups

ContentStrategySouthernCaliforniahttp://meetup.com/Content-Strategy-Southern-California

ContentStrategySanJose|SiliconValleyhttp://meetup.com/Content-Strategy-San-Jose-Silicon-Valley

LosAngelesUserExperiencehttp://www.meetup.com/ia-55


Imagecredits

• Slides2,37:YeseniaHaggerty-Villa,fingerpaint onpaper• Slide3:Naila Haggerty-Villa,crayononpaper

• Slide9:MichaelHaggerty-Villa,cellphonepictures• Slide10:YeseniaHaggerty-Villa,crayononpaper

• Slides15,16:MichaelHaggerty-Villa,cellphonepictures• Slide19:MichaelHaggerty-Villa,cellphonepicture

• Slides27-30:MichaelHaggerty-Villa,cellphonepictures• Slide31:YeseniaHaggerty-Villa,crayononpaper

• Slide37:JoshuaHaggerty-Villa,watercolorandconstructionpaperonpaperplate

from neverland to tomorrowland: adventures in digital storytelling by michael haggerty-villa

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