Part1: Transmedia storytelling is about participation and interaction Part 2: Transmedia storytelling as a communication tool Part3: How important is the conversation to achieve communication goals, when using transmedia storytelling? Conclusions Strategy, engagement and conversation

1. “Tell me and I'll forget;
show me and I may
remember; involve me and
I'll understand.”
!
Transmedia storytelling as a strategic
communication method
!
René Boonstra • @creatiekracht • www.reneboonstra.nl
Research Group Digital World • Hogeschool Inholland

2. Contents

3. Contents
Part 1
Transmedia storytelling is about participation
and interaction
!
Part 2
Transmedia storytelling as a communication
tool
!
Part 3
How important is the conversation to achieve
communication goals, when using transmedia
storytelling?
!
Conclusions
Strategy, engagement and conversation

4. Port of Rotterdam corporate film

5. Communication
needs a good story
Tell a story that
appeals to the public

6. Part 1

7. Part 1
Transmedia storytelling
is about participation
and interaction
!
Transmedia storytelling as a strategic
communication method

9. A strong transmedia concept
encourages participatory public
behavior
!
!
The content should be sufficiently
fascinating to encourage
participation in the story

11. Transmedia storytelling links up
with our need to be challenged
with inspiring stories
With transmedia storytelling you
give the public the tools to
manipulate stories and involve
themselves in the context of the
story in an authentic way

13. Transmedia storytelling is
basically telling a story through
multiple media channels
!
The contribution of the public to
the development of the story is
essential for the connection,
and effectiveness

15. Transmedia means that media
platforms are used to
complement each other from
their medium-specific strength
!
Transmedia storytelling
creates a storyworld with
different entry points

17. Product and communication
flow into each other using
transmedia storytelling
!
The connection between product
and communication is achieved
through relevant content

18. Harry Potter Transmedia Storytelling and Collaboration

19. media
platform
story
media
platform
media
platform
Indira Reynaert 2009

20. Indira Reynaert 2009

21. Indira Reynaert 2009

22. Transmedia storytelling is
more than just sharing funny
movies and facebook messages
Transmedia storytelling forces
you to translate your identity
or product in a good story that
is worth talking about

23. Part 2

24. Part 2
Transmedia
storytelling as a
communication tool
!
Transmedia storytelling as a strategic
communication method

26. When tracking multiple
channels of a transmedia
story the perception of that
story will be more intense
!
An underlying message will
be transferred more
efficiently

28. Your audience should be able
to identify with characters
in the story
!
!
Identification ensures a
long lasting relationship

30. With compelling storylines through
various media channels, you can
influence knowledge, attitude and
behavior of your target audience to
finally achieve communications goals
!
The key to transmedia storytelling is
that each media platform within a story
is used in such a way that medium-specific
features are fully exploited

32. When a target group is divided in
several layers of involvement then
for every layer a story adaptation
can be made to reach it
!
You can reach both the audience
that wishes to stay passive as well
as the audience that wishes to
actively participate in a story

34. Engagement of your audience is
essential to spread a transmedia
story effectively
!
!
!
In order to achieve that engagement
you look for the added value that a
medium can give a story

35. Dela case study

36. Indira Reynaert 2009

37. KNOWLEDGE ATTITUDE BEHAVIOR
Low participation
threshold
Required
public
involvement
High participation
treshold
Platform selection based on
participation possibilities
Actively
involved
Passive
involved
transformation
to next story
adaptation
transformation
to next story
adaptation
Media
platform
Media
platform
Media
platform

38. KNOWLEDGE ATTITUDE BEHAVIOR
Low participation
threshold
required
public
involvement
High participation
treshold
Platform selection based on
participation possibilities
Actively
involved
Passive
involved
transformation
to next story
adaptation
transformation
to next story
adaptation

39. Transmedia storytelling as a
communication method provides
many opportunities
!
The power of a transmedia
approach lies in the fact that
content can focus on both a passive
and an actively involved audience

40. Part 3

41. Part 3
How important is the
conversation to achieve
communication goals, when
using transmedia storytelling?
!
Transmedia storytelling as a strategic
communication method

43. A communication concept
related to a good story with a
transmedia strategy creates
richer communications
!
Authenticity largely determines
the intrinsic motivation for
consumers to talk about a story

45. You need to induce the
public to talk about your
message as a brand
Conversation about a story is
needed to spread the message
and it may evolve into new
forms of co-creation

47. Your audience must be
sincerely motivated to
talk about your brand
or product
The motivation to talk about
a message is established
when the audience can
identify itself with it

49. A strong foundation of your
brand is essential to approach
the outside world sincerely and
transparently using storytelling
The audience should be
moved by you story and
given every possible
opportunity to engage in it

51. Tell a true story about your
brand and facilitate a valuable
conversation both online
and offline
By curating content strategically
you guard the authenticity of a
story so that the core remains
strong enough to stay convincing

52. Freshers casevideo (Feuten)

53. KNOWLEDGE ATTITUDE BEHAVIOR
Low participation
threshold
Required
public
involvement
High participation
treshold
Platform selection based on
participation possibilities
Actively
involved
Passive
involved
transformation
to next story
adaptation
transformation
to next story
adaptation

54. Brand
identification
Positive
conversations
Postive
perception
LIFT
PURCHASE
RECOMMEND
IDEALIZE
Steven van Belleghem 2010

55. Positive
Positive
LIFT
PURCHASE
RECOMMEND
IDEALIZE
Steven van Belleghem 2010
Brand
identification
conversations
perception

56. Conclusions

57. Conclusions
Strategy, engagement
and conversation

58. 1. Transmedia
storytelling is a
strategy
!
Transmedia storytelling provides
substantial strategic handles to
communicate a story through
effective media platforms

59. Human Birdwings

60. 2. The importance
of engagement
!
You give your audience the choice
to what extent it wants to engage
in a story

61. Diesel Facepark Campaign

62. 3. Stories that encourage
conversation achieve
greater effectiveness
!
Stories retold again by fans who
make an active part of the story,
make transmedia storytelling an
effective communication tool

63. The Story of "Fired up! Ready to go!"

64. The end

65. The end
“Tell me and I'll forget;
show me and I may
remember; involve me and
I'll understand.”
!
Transmedia storytelling as a strategic
communication method
!
René Boonstra • @creatiekracht • www.reneboonstra.nl
Research Group Digital World • Hogeschool Inholland