the power of story - social storytelling

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The Power Of StoryDr. Pamela RutledgeMedia Psychology Research Center

pamelarutledge@gmail.com@pamelarutledge2014 SoMe Awards Forum

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Is This A Story?

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No, its a pictureBut your brain cant help itself. It starts to fill in all the missing pieces.How do we know this picture isnt a story all by itself? Because your story isnt 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?Language of the brainConnect us with universals, symbols, myths & metaphorsProvide a context for memoryDefine the world and our place in itBridges differences, creates trust

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rationalemotioninstinct

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5

Stories Replicate Life

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Transmedia Combines Story with Social

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Adapted from: tstoryteller.com

Franchise ComparisonTransmedia FranchiseExperiencing the whole is more satisfying than the sum of the parts because the pieces expand your understanding. The expansion creates added motivation by collecting the piecesTraditional FranchiseExperiencing the whole is less satisfying than the sum of the parts because pieces are repetitive and not additive

#|MONOMEDIATRANSMEDIAOne way messaging Dialogue between consumer and brandAssumes all people can be reached with one media channelGives audience choice in engagement pathSingle message or theme is adapted to fit different mediaEach media platform expands narrative with unique contributionCreator controls messageAudience collaborates in story developmentProfitability limited to ROI of a given platform, no cross media leverage or narrative leverageBroadens life cycle and profitability of a campaign beyond traditional retail windows because content is monetizableAudience attention through interruptionAudience attention through invitationAudience participation enhances brand identity and creates customer loyaltyEngages the consumer long-term by providing value beyond the productAudience is validated and celebrated

Comparison of Monomedia and Transmedia

#|MONOMEDIATRANSMEDIAOne way messaging Dialogue between consumer and brandAssumes all people can be reached with one media channelGives audience choice in engagement pathSingle message or theme is adapted to fit different mediaEach media platform expands narrative with unique contributionCreator controls messageAudience collaborates in story developmentProfitability limited to ROI of a given platform, no cross media leverage or narrative leverageBroadens life cycle and profitability of a campaign beyond traditional retail windows because content is monetizableAudience attention through interruptionAudience attention through invitationAudience participation enhances brand identity and creates customer loyaltyEngages the consumer long-term by providing value beyond the productAudience is validated and celebrated

Comparison of Monomedia and TransmediaMAIN POINT: Transmedia respects the audience

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ROI Ripple Effect

#|Net Value PropositionEnvironmentally adaptiveSocial capital strengthens brand equityPlatform expansion across demographics and industriesCustomer feels valued

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YesYesYesYesYesYesYesYesYesYesYesYesNo12 out of 13 Want Brands to Talk Story

#|Bridging Online with OfflineSource: tstoryteller.com

Online content strategy creates conversations & promote real world experiences

Offline strategy creates online conversations and encourage product trialsConversationsConversationsSpreadable ContentExperience & Trial

#|Transmedia Development:Questions to AskSource: Adapted from tstoryteller.com

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15

The Allure of Mystery

#|Plan for EngagementGROW AUDIENCE ENGAGEMENTDevelop attractors that create anticipation: Challenge expectations & expand audiencesProvide signposts that orient and guide audience to the experienceDevelop experiences, artifacts and rituals that engage all the senses and maintain connectionBe active on multiple channels, design gaps and reminders to enhance motivation and extend connectionSource: Adapted from http://www.slideshare.net/sioflynn

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Let Your Audience Do The Work

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THANK YOUDr. Pamela RutledgeMedia Psychology Research Center

pamelarutledge@gmail.com@pamelarutledge2014 SoMe Awards Forum

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