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- 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 Excercise
- 4. Cinderella 2.0 Transmedia Storytelling
- 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
- 22. Henry Jenkins
- 23. A culture in which private persons (the public) do not act as consumers only, but also as contributors or producers (prosumers) In participatory culture young people creatively respond to a plethora of electronic signals and cultural commodities
- 25. Relatively low barriers for engagement Strong support of sharing creations with others
- 27. Informal mentorship Members believe their contributions matter
- 29. Care what other people think about what they have created All members must believe they are free to contribute (and that their content will be appropriately vallued)
- 31. 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
- 32. Part 2
- 33. Part 2 Transmedia storytelling as a communication tool Transmedia storytelling as a strategic communication method
- 35. 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
- 37. Your audience should be able to identify with characters in the story Identification ensures a long lasting relationship
- 39. 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
- 41. 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
- 43. 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
- 44. Dela case study
- 46. KNOWLEDGE ATTITUDE BEHAVIOR Low participation threshold Required public involvement High participation treshold Platform selection based on participation possibilities Actively involved Passively involved transformation to next story adaptation transformation to next story adaptation Media platform Media platform Media platform
- 47. KNOWLEDGE Passively involved Low participation treshold
- 48. ATTITUDE Average involvement Average participation treshold
- 49. BEHAVIOR Actively involved High participation treshold
- 50. KNOWLEDGE ATTITUDE BEHAVIOR Low participation threshold Required public involvement High participation treshold Platform selection based on participation possibilities Actively involved Passively involved transformation to next story adaptation transformation to next story adaptation
- 51. 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
- 52. Part 3
- 53. Part 3 How important is the conversation to achieve communication goals, when using transmedia storytelling? Transmedia storytelling as a strategic communication method
- 55. 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
- 57. 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
- 59. 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
- 61. 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
- 63. 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
- 65. Brand identification Positive conversations Postive perception LIFT PURCHASE RECOMMEND IDEALIZE Steven van Belleghem 2010
- 66. Online conversations related to the virtual student union Positive conversations Positive LIFT PURCHASE RECOMMEND IDEALIZE Steven van Belleghem 2010 Brand identification Feuten (Freshers) as a unique brand Stories around the ! student union A virtual student union as an exclusive platform perception Ambassadors
- 67. Conclusions
- 68. Conclusions Strategy, engagement and conversation
- 69. 1. Transmedia storytelling is a strategy Transmedia storytelling provides substantial strategic handles to communicate a story through effective media platforms
- 70. 2. The importance of engagement You give your audience the choice to what extent it wants to engage in a story
- 71. 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
- 72. Kenau's army of women
- 73. KNOWLEDGE Passively involved Low participation treshold
- 74. ATTITUDE Average involvement Average participation treshold
- 75. BEHAVIOR Actively involved High participation treshold
- 76. KNOWLEDGE ATTITUDE BEHAVIOR Low participation threshold Required public involvement High participation treshold Platform selection based on participation possibilities Actively involved Passively involved transformation to next story adaptation transformation to next story adaptation
- 77. Excercise
- 78. Excercise Which media platforms belong to knowledge, attitude and behavior in the following case study?
- 79. FInal Punishment
- 80. KNOWLEDGE Passively involved Low participation treshold
- 81. ATTITUDE Average involvement Average participation treshold
- 82. BEHAVIOR Actively involved High participation treshold
- 83. KNOWLEDGE ATTITUDE BEHAVIOR Low participation threshold Required public involvement High participation treshold Platform selection based on participation possibilities Actively involved Passively involved transformation to next story adaptation transformation to next story adaptation
- 84. The end
- 85. 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