This deck has been created by me for my post "Transmedia Storytelling: Creating Worlds with Fans" published on SEOmoz on the 23rd of April 2013.

1. Transmedia
Storytelling

2. Characteristics
Spreadability

3. Characteristics
Drillability

4. Characteristics
Continuity

5. Characteristics
Multiplicity

6. Characteristics
Immersion

7. Characteristics
Extractability

8. Characteristics
World Building

9. Characteristics
Seriality

10. Characteristics
Subjectivity

11. Characteristics
Performance

12. The Two Sides of the Transmedia Coin
CANON FANDOM
T S
OFFICIAL CONTENT
R T UGC
CULTURAL INDUSTRY
A O L INDIE CHANNELS
N I R I
MARKETING STRATEGY CROWDSOURCING
S A Y N
PRODUCERS M T G CONSUMERS/PROSUMERS
OBJECTIVE = PROFIT
E E OBJECTIVE = PLEASURE
D L

13. Transmedia Storytelling Production
The Prometheus Transmedia campaign started
with a false TED Talk set in 2023

14. Transmedia Storytelling Production
Movie
Comics TV Series
“Product"
Soundtrack
& Official Site
Soundbites
Once it was Official App
Official
Magazine
Multimedia

15. Transmedia Storytelling Production
Websites
UGC Social Media
TV Books/eBooks
Transmedia
Movies/Docs
World Video Games
(Bible)
Music/Podcasts Board Games
Gadgets Online Videos
Now is Meetups
Ugc is a
Convergence multiplier

16. Areas of Transmedia Production
Narrative
Execution Experience
Business
Audiences
Models
Media/Plat
forms

17. Narrative
A Transmedia version of Cinderella
could now be developed on TV,
Online Video, Music, Blogs, Social
Media…

18. Narrative - Questions
What do we want to narrate?
How are we going to narrate it?
What is its genre?
Who are the main characters? What do
they want? What relations?
Where and When the Story Happen?
Fictional World, not, mixed?
What structure?

19. Experience

20. Experience - Questions
What kind of Transmedia experience?
What kind of engagement? How will it
influence the storytelling?
How to manage the engagement?
What control have the users over the
story?
Will be the experience limited to media
On-Off, or in real life too?

21. Audiences

22. Audiences
Prosumers
Sharers
“Passive” Users

23. Media Platforms

24. Media Platforms
TV
Cinema
Books
Comics
Webisodes/Mobisodes
Web Sites
Apps
Online Video Games
Video Games
Social Media
Wikis
Alternate Reality Games (ARG)

25. Media Platforms - Questions
What does offer every Media Platform?
What Media is adapting better to the
experience?
Does it add value or is it just fashion?
Will we start from a Mass Media or
Niche, or vice versa?
Will we start with free viral content and
go premium after, or vice versa?

26. Business Models

27. Business Models
Paid
Freemium
Sponsorship
Crowdfunding

28. Simulation (1)
Paid Content
(Kindle, DVD, PPV/Download, Book
)
Free content distribution for
Audience building
(Webisodes/Mobisodes, Comics)
Consolidating the hardcore fans
(ARG, webisodes and comics just
for fans)
Collaboration with fans for reaching
occasional audiences (collaborative
sequels)

29. Simulation (2)
Attracting big occasional audiences
(Flashmobs, broadcasted and
sponsored)
Transforming the occasional
audience into fans (Social Media,
Twitter storytelling)
Collaborating with the fans in the
expansion of the experience
(Contests, UGC Videos)
Paid Content
(DVD, Kindle, PPV/Download, Book
)

30. Simulation (3)
“Long form” content as project base
(Movie)
Consolidating fan base and nurture
the crowdsourcing (Social Media,
merchandising, teasers)
Collaborating with the fans in the
expansion of the experience
(Contests, UGC Videos)
Paid Content (DVD, Kindle,
PPV/Download, Book)

31. The Transmedia Bible
A 3 folders
document is well
saved in the
Microsoft’s most
secure strongbox
and it’s not the code
of Windows 8
butThe Halo Story
Bible

32. The Transmedia Bible
Premise
Expansion Theme
Genre Audience
Narrative
Synthesis Bible Business
Model

33. The Transmedia Bible
Treatment
Marketing Fuctional
& Business Specs
Bible
Design
Tech Specs
Specs

34. Expansion / Compression Strategies

35. Addition
(spin offs – prequels – Omission (teasers –
sequels – new characters – recaps)
alternative endings
Expansion
Compression
Strategies
Permutation (false Transpositions
previews – mashups – (syncronitation –
recontextualization) sequentialization)

36. UGC and Transmedia
Synchronization

37. UGC and Transmedia
Recaps

38. UGC and Transmedia
Parodies

39. UGC and Transmedia
Memes

40. UGC and Transmedia
Alternative Endings

41. UGC and Transmedia
False Previews & Openings

42. UGC and Transmedia
Mashups
Lost + Inception = Lostception

43. UGC and Transmedia
Adaptations

44. Transmedia
Storytelling
This deck has been created by
Gianluca Fiorelli for SEOmoz