Storytelling, Transmedia
& Other Trending Topics
A Workshop for MA Marketing Students
Deusto University | Business School,...
Program
1. Intro: A Journey from the XXst to the XXIst Century
2. Marketing and Communication today
3. Systems and Worlds
...
Introductions
Alright, I’ll volunteer. : )
A Journey
st
from the XX
st
to the XXI Century
Century
Century
From this:
To this:
From this:
To this:
From this:
To this:
From Impact
To Influence
To Influence
Today, we live in a
“hyper” world:
hyper informed
hyper connected
hyper fragmented
hyper fragmented
hyper fragmented
“We already have all the information.
Now we need to know what it means.”
Annette Simmons
All the trending topics
you’ll see today are part
of our quest for meaning.
Marketing and
Communication today
From this:
To this:
To this:
Building relationships
Building relationships
Building relationships
Building relationships
Systems and Worlds
Or: Story Worlds
Or: Narrative Universes
Or: Why we Need to Understand the World
we (and our Brands!) L...
Harry Potter
Harry Potter
Axe
Dove
Oh, wait!
Controversy
What Unilever could
learn from Tolkien
Lord of the Rings
Lord of the Rings
Lord of the Rings
Lego Lord of the Rings (Wii)
Targets & Avatars
Targets
• Geographic segmentation: Spain, Urban
environments…

• Demographic/socioeconomic segmentation: Male,
30 - 45, ab...
Could you write this
“male” a love letter?
Could you build a
relationship with him?
Avatars / Personas
No, not those avatars
Avatars
Personas

• From Sanskrit, “incarnation”: ”descent" of a deity
in a terrestrial form.

• Coined in 1985 by Chip Mo...
Avatars are Unique
Just like us
Let’s Try Again
Could you write this
woman a letter?
Or build a
relationship with her?
Storytelling
Storytelling is
so much more than
“telling stories”
“telling stories”
“telling stories”
Story is experience
shaped to share
share
to me
something that happened
to someone else
or
something I imagine
something I imagine
something I imagine
something I i...
Story makes sense
out of our experience
experience
Story Harvesting
Story Listening
Story Mapping
Story Shaping
Story Telling
Story Questioning
Storytelling
Examples
Louis Vuitton
Hermès
Levi’s Go Forth

It's every person's legacy to make the world
more to their liking. Now is our time. Go Forth!
Zappo’s
Transmedia
Transmedia storytelling represents a
process where integral elements of a
fiction get dispersed systematically across
mult...
•

Spreadability
Drillability
Continuity
Multiplicity
Immersion
Extractability
Worldbuilding
Seriality
Subjectivity
Perfor...
Spreadability
•

Spreadability: Stories are compelling enough
to be spread through fan interaction. What
stories do you wa...
Drillability
•

Drillability: Stories inspire deeper
investigation, engaging the fans to explore the
story’s context, and ...
Continuity
•

Continuity: Multiple stories exist within the
same defined world, and maintain coherence
and plausibility. S...
Multiplicity
•

Multiplicity: The multiplicity of story
possibilities make a tale more fun or a richer
experience for fans...
Immersion
•

Immersion: A rich story world pulls us in and
lets us forget ourselves and feel present at the
scene. Harry P...
Extractability
•

Extractability: What can a fan take away
from the story and bring into their own life?
Note: this can be...
Worldbuilding
•

Worldbuilding: Each story in a transmedia
franchise contributes to the complexities of the
world in which...
“Any given component,
like a television show or a comic or whatever
is actually just a window
through which you look
in or...
Seriality

•

Seriality: A serial keeps us in a story world
longer. Arabian Nights, Dickens.

Henry Jenkins
“The Holy Grail will be
to start the story in any portal,
whether it’s your iPad or a book, or a movie or an
online experi...
Subjectivity
•

Subjectivity: A transmedia story embraces
the varying points of view of multiple
characters. Dracula.

Hen...
Performance

•

Performance: A transmedia story may
inspire a fan to act.

Henry Jenkins
•

Performance

overt: viewers are invited to vote. American Idol.
organic: the invitation to“tele-participation” is
caref...
Blade Runner ­ The Ending: A Replicant? 
(1982) HD
•

Immersion: explore the brand;
Innovation: build or repair the narrative of
the brand;
Expansion: build out, enrich and ...
•

Transmedia types

the narrative spaces covered (location,
characters, time)
the number and relative timing of the
platf...
Transmedia scheme

Robert Pratten | TStoryteller
Transmedia
One more sample
User Experience (UX)
User experience
should be worth
sharing (in story ;-)
sharing (in story ;-)
UX
user experience
noun
noun: user experience; plural noun: user
experiences
1. the overall experience of a person using a...
HOW UX WANTS TO BE SEEN
Field research
Face to face interviewing
Creation of user tests
Gathering and organising statistic...
“UX is the intangible design of a
strategy that brings us to a solution.”
Erik Flowers
User Experience (UX)
Examples
Let’s leave the internet
for a while
Back to senses
and sensations
and sensations
smell
taste
sight
hearing
touch
‘Would you tell me,
please, which way
I ought to go from
here?’
‘That depends a
good deal on
where you want to
get to,’ sa...
Native Advertising
Content Marketing
Brand Content
…
…
…
…
Native Advertising
You’re more likely to survive a plane crash 
than click a banner ad.
Solve Media
Native Advertising
A method of advertising 
which seeks to provide content 
in the context of the user’s experience
Native Advertising
Examples
Content Marketing
Any marketing format that involves the creation and sharing 
of media and publishing content
Content mar...
Content Marketing
Examples
Brand(ed) Content
A fusion of advertising and entertainment content 
Branded content is generally funded entirely by a bra...
Brand Content
Examples
BMW
Aston Martin
Prada
And…:
User Generated Content
UGC
UGC
UGC
90 / 9 / 1
Thank you!
Eva Snijders
@evasnijders
eva@evasnijders.com
www.evasnijders.com
+34 609 678 837
Químcia visual
www.quimicavis...
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Master Class Storytelling Transmedia and Other Trending Topics
Prochain SlideShare
Chargement dans…5
×

Master Class Storytelling Transmedia and Other Trending Topics

3 684 vues

Publié le

Summary of my Master Class / Workshop on Storytelling, Transmedia and Other Trending Topics for students of the MA in Advanced Marketing at Deusto University.

Publié dans : Marketing
2 commentaires
19 j’aime
Statistiques
Remarques
Aucun téléchargement
Vues
Nombre de vues
3 684
Sur SlideShare
0
Issues des intégrations
0
Intégrations
794
Actions
Partages
0
Téléchargements
5
Commentaires
2
J’aime
19
Intégrations 0
Aucune incorporation

Aucune remarque pour cette diapositive
  • http://www.youtube.com/user/Unilever
    Video Link: Sustainability at Unilever - The Value Chain
  • Thorin's letter to Bilbo/the contract, written in Tengwar by J.R.R. Tolkien [page 2].
  • Según explican en la web de la marca, “The Trunk” es un libro antológico de historias cortas que se presenta como un juego.
    Hasta ahí, todo normal. Una marca de lujo reúne a once escritores franceses en el castillo familiar con el encargo de elaborar un libro que recoja historias cuyo protagonista es el archifamoso baúl “LV”.
    Lo interesante del proyecto, desde mi punto de vista, es su backstory, su origen. Gaston-Louis Vuitton (1883-1970), nieto del fundador de la marca, tenía por costumbre leer toda la prensa diaria que cayera en sus manos en busca de noticias, sucesos y artículos que incluyeran un baúl. A lo largo de su vida, llegó a construir un inmenso archivo de recortes y notas. Y este archivo forma la base del libro. Los escritores invitados se basaron e inspiraron en esta colección para elegir sus protagonistas y escribir sus relatos. Tomaron una pasión existente, algo que ya formaba parte del ADN de la marca, y la revisitaron para adaptarla al tiempo actual.
  • http://www.youtube.com/watch?v=KT16DcHcjRA
    https://www.wk.com/office/portland/client/levis
    http://www.slideshare.net/upscale/wk-levis-go-forth-campaign-case-study
  • http://www.youtube.com/user/zappos
  • Source:
    http://www.helloerik.com/ux-is-not-ui
  • P
  • Master Class Storytelling Transmedia and Other Trending Topics

    1. 1. Storytelling, Transmedia & Other Trending Topics A Workshop for MA Marketing Students Deusto University | Business School, February 13, 2014 Eva Snijders. Storyteller. CEO at Química visual.
    2. 2. Program 1. Intro: A Journey from the XXst to the XXIst Century 2. Marketing and Communication today 3. Systems and Worlds 4. Targets & Avatars 5. Storytelling 6. Transmedia 7. User Experience (UX) 8. Native Advertising, Content Marketing, Brand Content…
    3. 3. Introductions Alright, I’ll volunteer. : )
    4. 4. A Journey st from the XX st to the XXI Century Century Century
    5. 5. From this:
    6. 6. To this:
    7. 7. From this:
    8. 8. To this:
    9. 9. From this:
    10. 10. To this:
    11. 11. From Impact To Influence To Influence
    12. 12. Today, we live in a “hyper” world: hyper informed hyper connected hyper fragmented hyper fragmented hyper fragmented
    13. 13. “We already have all the information. Now we need to know what it means.” Annette Simmons
    14. 14. All the trending topics you’ll see today are part of our quest for meaning.
    15. 15. Marketing and Communication today
    16. 16. From this:
    17. 17. To this:
    18. 18. To this:
    19. 19. Building relationships
    20. 20. Building relationships
    21. 21. Building relationships
    22. 22. Building relationships
    23. 23. Systems and Worlds Or: Story Worlds Or: Narrative Universes Or: Why we Need to Understand the World we (and our Brands!) Live in
    24. 24. Harry Potter
    25. 25. Harry Potter
    26. 26. Axe
    27. 27. Dove
    28. 28. Oh, wait!
    29. 29. Controversy
    30. 30. What Unilever could learn from Tolkien
    31. 31. Lord of the Rings
    32. 32. Lord of the Rings
    33. 33. Lord of the Rings
    34. 34. Lego Lord of the Rings (Wii)
    35. 35. Targets & Avatars
    36. 36. Targets • Geographic segmentation: Spain, Urban environments… • Demographic/socioeconomic segmentation: Male, 30 - 45, above average income, in a management role, with higher education, single… • Psychographic segmentation: Non-religious, values healthy life-style… • Behavioural segmentation: … • Product-related segmentation: …
    37. 37. Could you write this “male” a love letter?
    38. 38. Could you build a relationship with him?
    39. 39. Avatars / Personas
    40. 40. No, not those avatars
    41. 41. Avatars Personas • From Sanskrit, “incarnation”: ”descent" of a deity in a terrestrial form. • Coined in 1985 by Chip Morningstar in designing Lucasfilm's online role-playing game Habitat.
    42. 42. Avatars are Unique Just like us
    43. 43. Let’s Try Again
    44. 44. Could you write this woman a letter?
    45. 45. Or build a relationship with her?
    46. 46. Storytelling
    47. 47. Storytelling is so much more than “telling stories” “telling stories” “telling stories”
    48. 48. Story is experience shaped to share share
    49. 49. to me something that happened to someone else or something I imagine something I imagine something I imagine something I imagine something I imagine
    50. 50. Story makes sense out of our experience experience
    51. 51. Story Harvesting
    52. 52. Story Listening
    53. 53. Story Mapping
    54. 54. Story Shaping
    55. 55. Story Telling
    56. 56. Story Questioning
    57. 57. Storytelling Examples
    58. 58. Louis Vuitton
    59. 59. Hermès
    60. 60. Levi’s Go Forth It's every person's legacy to make the world more to their liking. Now is our time. Go Forth!
    61. 61. Zappo’s
    62. 62. Transmedia
    63. 63. Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated [entertainment] experience. Ideally, each medium makes it own unique contribution to the unfolding of the story. Henry Jenkins
    64. 64. • Spreadability Drillability Continuity Multiplicity Immersion Extractability Worldbuilding Seriality Subjectivity Performance Transmedia principles Performance Performance Performance Performance Performance Performance Performance Henry Jenkins
    65. 65. Spreadability • Spreadability: Stories are compelling enough to be spread through fan interaction. What stories do you want to share? Henry Jenkins
    66. 66. Drillability • Drillability: Stories inspire deeper investigation, engaging the fans to explore the story’s context, and solve intricacies or mysteries. The Matrix, Lost. Henry Jenkins
    67. 67. Continuity • Continuity: Multiple stories exist within the same defined world, and maintain coherence and plausibility. Star Wars. Henry Jenkins
    68. 68. Multiplicity • Multiplicity: The multiplicity of story possibilities make a tale more fun or a richer experience for fans. Star Trek, Pride and Prejudice. Henry Jenkins
    69. 69. Immersion • Immersion: A rich story world pulls us in and lets us forget ourselves and feel present at the scene. Harry Potter. Henry Jenkins
    70. 70. Extractability • Extractability: What can a fan take away from the story and bring into their own life? Note: this can be something tangible (icons) or intangible (values, a life lesson). Note: this can be something tangible (icons) or intangible (values, a life lesson). Henry Jenkins
    71. 71. Worldbuilding • Worldbuilding: Each story in a transmedia franchise contributes to the complexities of the world in which they take place. Narnia. Henry Jenkins
    72. 72. “Any given component, like a television show or a comic or whatever is actually just a window through which you look in order to understand this external world.” in order to understand this external world.” in order to understand this external world.” in order to understand this external world.” in order to understand this external world.” Geoffrey Long | PM Microsoft
    73. 73. Seriality • Seriality: A serial keeps us in a story world longer. Arabian Nights, Dickens. Henry Jenkins
    74. 74. “The Holy Grail will be to start the story in any portal, whether it’s your iPad or a book, or a movie or an online experience, or a game or a theme park; have that experience continue in another device… and then finish on a third.“ .“ .“ .“ .“ .“ Craig Hanna | CEO Thinkwell Group a transmedia production company that worked on the new Harry Potter theme park in Florida
    75. 75. Subjectivity • Subjectivity: A transmedia story embraces the varying points of view of multiple characters. Dracula. Henry Jenkins
    76. 76. Performance • Performance: A transmedia story may inspire a fan to act. Henry Jenkins
    77. 77. • Performance overt: viewers are invited to vote. American Idol. organic: the invitation to“tele-participation” is carefully designed to appear natural, assuming that the fans are already somehow participating with the show. Canadian teen school drama Degrassi: obscured: so many unanswered questions or holes in the story line that a dedicated and intrigued fan feels required to sleuth out the answers. Lost, The Matrix. The Matrix. The Matrix. Sharon Marie Ross | Media Researcher | Chicago’s Columbia College
    78. 78. Blade Runner ­ The Ending: A Replicant?  (1982) HD
    79. 79. • Immersion: explore the brand; Innovation: build or repair the narrative of the brand; Expansion: build out, enrich and deepen the fiction, creating franchise bibles and guidelines; Planning: strategise a rollout over a period of time, which utilises multiple media platforms in concert. Transmedia process strategise a rollout over a period of time, which utilises multiple media platforms in concert. strategise a rollout over a period of time, which utilises multiple media platforms in concert. Jeff Gómez | Starlight Runner Entertainment strategise a rollout over a period of time, which utilises multiple media platforms in concert.
    80. 80. • Transmedia types the narrative spaces covered (location, characters, time) the number and relative timing of the platforms (sequential, parallel, simultaneous, non-linear) the extent and type of audience involvement (passive, active, interactive, collaborative) (passive, active, interactive, collaborative) (passive, active, interactive, collaborative) Robert Pratten | TStoryteller
    81. 81. Transmedia scheme Robert Pratten | TStoryteller
    82. 82. Transmedia One more sample
    83. 83. User Experience (UX)
    84. 84. User experience should be worth sharing (in story ;-) sharing (in story ;-)
    85. 85. UX user experience noun noun: user experience; plural noun: user experiences 1. the overall experience of a person using a product such as a website or computer application, especially in terms of how easy or pleasing it is to use."if a website degrades the user experience too much, people will simply stay away"
    86. 86. HOW UX WANTS TO BE SEEN Field research Face to face interviewing Creation of user tests Gathering and organising statistics Creating personas Product design Feature writing Requirement writing Graphic arts Interaction design Information architecture Usability Prototyping Interface layout Interface design Visual design Taxonomy creation Terminology creation Copywriting Presenting and speaking Working tightly with programmers Brainstorm coordination Design culture evangelism HOW UX IS TYPICALLY SEEN Field research Face to face interviewing Creation of user tests Gathering and organising statistics Creating personas Product design Feature writing Requirement writing Graphic arts Interaction design Information architecture Usability Prototyping Interface layout Interface design Visual design Taxonomy creation Terminology creation Copywriting Presenting and speaking Working tightly with programmers Brainstorm coordination Design culture evangelism
    87. 87. “UX is the intangible design of a strategy that brings us to a solution.” Erik Flowers
    88. 88. User Experience (UX) Examples
    89. 89. Let’s leave the internet for a while
    90. 90. Back to senses and sensations and sensations smell taste sight hearing touch
    91. 91. ‘Would you tell me, please, which way I ought to go from here?’ ‘That depends a good deal on where you want to get to,’ said the Cat. ‘I don’t much care where -’ said Alice. ‘Then it doesn’t matter which way you go,’ said the Cat.
    92. 92. Native Advertising Content Marketing Brand Content … … … …
    93. 93. Native Advertising You’re more likely to survive a plane crash  than click a banner ad. Solve Media
    94. 94. Native Advertising A method of advertising  which seeks to provide content  in the context of the user’s experience
    95. 95. Native Advertising Examples
    96. 96. Content Marketing Any marketing format that involves the creation and sharing  of media and publishing content Content marketing is focused on communicating with  customers and prospects. The idea is to inspire business and  loyalty from buyers by delivering "consistent, ongoing  valuable information"
    97. 97. Content Marketing Examples
    98. 98. Brand(ed) Content A fusion of advertising and entertainment content  Branded content is generally funded entirely by a brand Branded entertainment is used in events and installations,  film, video games, music, the internet, television….
    99. 99. Brand Content Examples
    100. 100. BMW
    101. 101. Aston Martin
    102. 102. Prada
    103. 103. And…: User Generated Content UGC UGC UGC
    104. 104. 90 / 9 / 1
    105. 105. Thank you! Eva Snijders @evasnijders eva@evasnijders.com www.evasnijders.com +34 609 678 837 Químcia visual www.quimicavisual.com

    ×