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The Role of Story, Sci-Fi + Transmedia in Developing Corporate Strategies

The Role of Story, Sci-Fi + Transmedia in Developing Corporate Strategies | Just Story It Biz Storytelling | Scoop.it
This deck supported a Lab led by Ian Ginn in December in The Hague, investigating in-company narratives to communicate future technology options. Discusses: Com
Karen Dietz's insight:

Being able to peer into the future and generate corporate strategies is a tough feat. Same with generating a company's Future Story (what the future will look like through the actions you are taking today).


While I don't necessarily agree that transmedia storytelling is the answer, what I really do like about this SlideShare piece is its unique take on how science fiction and speculative science can help solve these challenges.


I bet you get a few creative ideas from this piece! Enjoy!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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Jens Peter Madsen's curator insight, February 1, 5:14 AM

I´m working with the art of oral storytelling and tries to introduce it in digital medias. I think that the art of storytelling has got a lot to do in the new medias. Watch my site www.digitalstoryteller.dk/english

Peter Evans's curator insight, February 14, 7:30 AM

A very interesting set of slides illustrating the power of thinking about the future as a narrative tale. A good complement to the scenario planning processes that came out of Shell, etc

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Cinderella 2.0: Is this really storytelling?

This short film, created by our Madrid office, is a tutorial for storytelling, brand content and transmedia.


Via Soraia Ferreira
Karen Dietz's insight:

LOL -- it took me half way through this video while reading other curator's comments for me to realize that the topic of transmedia storytelling for branding was being presented as the Cinerella story! Did you catch it? I'll plead a compromised brain after another marathon writing session for my book :))


Anyway, this video is creative and does a good job explaining transmedia storytelling (although I still have a hard time calling this storytelling in the classical sense). Here are a few additional things to think about though to keep this topic in perspective:

  1. Most of what the video demonstrates are interactions people are having in various media about a precipitating event. We might be able to call them anecdotes, but we can't be sure. Remember, a Tweet is not a story unless it is creatively structured as such.
  2. When all these interactions are tied together with a nice bow, they constitute a narrative reflecting the brand (we hope). Yet one thing to think about is that a person interacting with a piece of the 'story' may never be part of an interaction on another piece of the 'story' happening elsewhere. So who is it that really experiences the meta-story or brand narrative? Hmmmm.
  3. The issue of control also comes into play. Who sparks these interactions -- customers or the company? And what does this really say about what is transpiring?
  4. Oh, and BTW -- storytelling has always been 'liquid' which is why it has lasted 100,000+ years :)


OK -- I'm being a stick-in-the-mud and at this point, and I just keep coming back to the word 'interactions', not storytelling. Obviously I'm not as hip as folks in the transmedia world. I hope someone can explain to me how all of this is really storytelling instead of simply being new ways to interact with folks on a large scale. Today, trying to parse out definitions of storytelling is making my head hurt, so I'm going to go back to writing my last chapter :) 


But I'm trainable on this topic and I look forward to your comments!

And many thanks to fellow curator Soraia Ferreira for finding and sharing this video.


This review was written by Karen Dietz for her curated content Just Story It at www.scoop.it/t/just-story-it


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Omar Kattan - New Age AdMan's curator insight, August 17, 2013 6:48 AM

A story to explain transmedia storytelling. Brilliant! Cinderella 2.0 @Soraiaferreira via @KDietz

Bad Spoon's curator insight, August 18, 2013 1:36 AM

Une modernisation du conte de fée Cendrillon,

 

ou comment l'art de la transmission orale peut s'adapter aux médias modernes, offrant aux marques de belles opportunités de visibilité

Rudolf Kabutz's curator insight, August 22, 2013 2:42 AM

Storytelling over the centuries has always been exciting - today the media technology brings totally new dimensions to storytelling.

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The Future Of Storytelling: Immersion, Integration, Interactivity, Impact

The Future Of Storytelling: Immersion, Integration, Interactivity, Impact | Just Story It Biz Storytelling | Scoop.it

As technology becomes more advanced and more accessible across multiple platforms, it’s only natural for consumers to expect increasingly higher standards of creativity and engagement from content creators. Experimentation is all well and good, but what do audiences actually want? To answer this question, research group Latitude has interviewed 158 early adopters and compiled a report that forms the first phase of its The Future of Storytelling project.

 

This article popped up today and I really like the 4 "I's" that it says the best business stories bring to the table: immersion, integration, interactivity, and impact. All stories, if told really well, do this. They immerse the audience and teller in the experience of the story, facilitate integration of messages, are co-created experiences that often generate story sharing back-and forth (interactivity), and have an impact on both the teller and the audience.


These 4 "I's" I really like -- they help capture the intent and purpose of our business storytelling. If your stories are not hitting all 4 dimensions, go fix them!


The author Martin Bryant is framing his points here in the world of transmedia storytelling -- where stories are told across multiple technology formats. The results of the study shared here contain no surprises if one is familiar with the dynamics of storytelling however.


For example: people influencing the media or producers in the creation of stories. Well, that's been happen for a hundreds of years now. Yet I do agree that the rate and amount of access has increased with technology, all of which is a good thing.


So what's the take-away here? 


First -- focus on the 4 "I's" in any business storytelling you do in order to be successful. And expand your notions of what Interactivity, immersion, and integration can be. The info shared in the article might spark some ideas for you. If you are in business, are a blogger or content creator of any time, take these 4 "I's" to heart and do more of them.


Second -- stay tuned for the next part of this report that looks very promsing: "Latitude is currently working on phase two of its study, which it describes as “a large-scale international exploration focused on quantifying storytelling trends and opportunities, and understanding key audiences for multi-platform and transmedia experiences.”


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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Ideas That Are Shaping Marketing – Gamification, Transmedia and CDJ

Ideas That Are Shaping Marketing – Gamification, Transmedia and CDJ | Just Story It Biz Storytelling | Scoop.it
Marketing Innovation or Hype? Marketing for many seems to be a dark art particularly when it comes down to understanding branding.

 

I love this article because it really brings clarity to the hype surrounding marketing and transmedia storytelling.  And it includes a nice piece on customer journey maps.

 

Gamification, transmedia narratives, and customer journey maps all have storytelling and storytelling skills at their heart. The authors talks about the dynamic process of storytelling that is informing marketing these days. And this article points to another convergence that is happening with storytelling, marketing, understanding customers, and technology tools for story sharing.

 

What is missing from the article is a discussion about the needed storytelling skills that professionals working in these areas need to have to be successful. Hmmm -- seems like that's a post I need to create :)

 

But go read this article for ideas and examples about this convergence -- it's our present and our future.

 

Thanks to Digital Rocking Chair @D_RockingChair for originally sharing this article.


Via The Digital Rocking Chair
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Video-Commerce.org » Transmedia and the Art of Brand Storytelling

Video-Commerce.org » Transmedia and the Art of Brand Storytelling | Just Story It Biz Storytelling | Scoop.it

I like this article for several reasons:

1.  There are great examples of how to re-think your business into a compelling brand statement

2.  The video from Snapple explains the steps they took to creatively engage their customers

 

Both points engage storytelling. Redefining your business into a compelling brand statment generates tons of ideas for stories to share about your business.  And the steps Snapple went through to engage their customers includes both storytelling and aspects of gaming -- both very powerful.

 

No matter what the size of your business is -- even if you are a non-profit -- there are lessons to take home here.

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Seven Myths About Transmedia Storytelling Debunked | Fast Company

Seven Myths About Transmedia Storytelling Debunked | Fast Company | Just Story It Biz Storytelling | Scoop.it

Henry Jenkins-Over the past few years, transmedia storytelling has become a hot buzzword in Hollywood and Madison Avenue alike--"the next big thing" or "the last big thing" depending on whom you ask.

 

Transmedia storytelling is cool.  But what is it really?  As the articles I've curated by Mike Jones say, there's a lot of hype out there about transmedia storytelling and we need voices to bring clarity to all the hoopla.  This article also helps us cut through all the noise to get at what's happening with storytelling as it spreads across different media.

 

Why do I like transmedia storytelling?  Because it allows storytellers to share backstories and stories from different points of view in ways that can be simultaneous. That's fun!

 

This article again brings a lot of clarity to people interested in transmedia storytelling. What has this got to do with business?  Well, even small business can start sharing different aspects of their core stories in different media in various marketing channels.  It's the wave of the future, so let's get our creative juices flowing and start figuring this out now.

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Jeni Mawter's curator insight, January 30, 2013 4:31 AM

Expanding stories with different platforms, time lines, and points of view adds to the story experience.

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Transmedia Storytelling is Bullshit... - Journal - mikejones.tv

Transmedia Storytelling is Bullshit... - Journal - mikejones.tv | Just Story It Biz Storytelling | Scoop.it
Yeah -- the truth has been told! A lot of people are drinking the transmedia storytelling Kool-Aid and finally someone has commented on all the crazy hype. Yes, it's true -- the transmedia Emporer has no clothes.

Storytelling has not changed for millenia. Transmedia storytelling is not replacing storytelling. Read this article ASAP to help clear up any misconceptions you may have about storytelling and new media.

Thank you Gregg Morris for turning me onto this article -- see his Story and Narrative curated content at http://www.scoop.it/t/story-and-narrative
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How Storytelling is Changing

How Storytelling is Changing | Just Story It Biz Storytelling | Scoop.it
These are 9 videos about how storytelling is changing today with all the different media available to us. Includes an interview on branding, transmedia storytelling, gaming, etc. It's a good overview.

Here is something for the weekend, especially if you just need to relax and wind-down without wasting time with whatever is on TV.
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4 Secrets of Effective Brand Storytelling Across Channels | Say Daily

4 Secrets of Effective Brand Storytelling Across Channels | Say Daily | Just Story It Biz Storytelling | Scoop.it

"Today, audiences have much of the power, choosing where and when to engage with branded content (if at all). So brands must not only have a good grasp of how to unearth a brand story, but how to tell that story across a variety of channels. Both are tasks that don’t come naturally to many brands."

 

Read the full article to find out more about these rules in multi-channel brand storytelling:

- Don’t embrace a new channel without getting your story straight first

- Don’t think in terms of single campaigns—think like a media company

- Define your authority to publish

- Make informed channel decisions


Via Kim Zinke (aka Gimli Goose)
Karen Dietz's insight:

Thanks go to Kim Zinke who found and shares this article! What I love about it -- and the point Kim makes -- is that doing the prep work about the story beforehand creates greater success when you share it across channels.


Hey -- business storytelling is hard enough. Sharing our biz stories across different media channels adds another layer of complexity. Think strategically and do your homework first. It will make all the difference in the world. It's known as "going slow to go fast". Read this article for its insights.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it

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Kim Zinke (aka Gimli Goose)'s curator insight, August 23, 2013 5:04 PM

The main point of this article, which is true of just about any endeavour, is the brands that are finding the most success across channels are those that spend the time preparing before publishing.

jaynalocke's curator insight, September 7, 2013 10:25 AM

What an excellent collection of ideas about brand authority and consistency. If you've never taken the time to really deep dive into a particular company's brand strategy, and how and where they choose to show up, Red Bull is an excellent place to start.

Jeff Domansky's curator insight, September 10, 2013 1:57 AM

Really valuable storytelling advice for brands, marketing and PR...

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‘The future of storytelling’ media mindset bias | Limor's Storytelling Agora

‘The future of storytelling’ media mindset bias | Limor's Storytelling Agora | Just Story It Biz Storytelling | Scoop.it
Any research project that comes up with a conclusion compacted into a couple of words all beginning with the same initial letter, instantly provokes in me the...


Ahhhh -- here's another great blog post about the nature of storytelling that teases out key distinctions between storytelling, technology, and media.


Today these 3 terms get lumped together in ways that are sometimes quite odd. Statements like, "with technology and media the very nature of storytelling is changing and evolving"  doesn't pass the smell test. Media and channels might be changing -- but storytelling itself?? Hmmm.


Here my colleague Limor Shiponi delves into a recent research report about the future of storytelling to show us the fallacies in the reports assumptions. And ask questions like, "What are we doing??!"


Now why should you care? Because no one wants to get sucked into hype that is creating distortions and false promises.


Oh, don't get me wrong -- I am just as excited about the future of storytelling in business as others. I just want to play with eyes wide open. Otherwise we'll all experience false starts, failures, and misdirection that will eat up time, money and effort. I'd rather be smarter going into a storytelling project than ending up disappointed!


So read this article and let me know what YOU think. It is not a very long article, but it is throught provoking.


What insight would you contribute to what Limor has begun? I look forward to hearing from you.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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Brands that mastered the art of subtlety in its storytelling

Brands that mastered the art of subtlety in its storytelling | Just Story It Biz Storytelling | Scoop.it

Managing this combination artfully is the essence of marketing. Today, brands live in such a fluid digital ecosystem that these pixels are constantly being refreshed in real-time to keep the story of the brand alive and relevant. New platforms and technologies allow marketers to manage each of their "pixels" in sophisticated transmedia storytelling. Three growing trends that are improving multi-platform marketing include deeper storytelling, sophisticated curation, and using artificial intelligence to improve the contextual relevance of ambient marketing.


This is a thoughtful article that I enjoyed because it highlights the notion of 'subtlety' in marketing/branding activities. What does the author, Victoria Young, mean by subtlety?


She uses Kate Spade as an example -- where the company uses different platforms to post different content that in its entirety tells a story.


The activity is call curation and as the author says, "This is an effective, graceful, and non-intrusive way to continue to reinforce the Kate Spade story. Furthermore, this allows consumers to identify with aspects of the brand that are not so directly commercial, and therefore more relatable."


Curating content in a variety of ways across different social mediums (this is a take on transmedia storytelling) which can lead to deeper story sharing experiences between companies and their customers without hitting people over the head with repetitive messages. That is a good thing!


So how subtle are you in your marketing efforts and is this a quality you want to bring into your branding? Definitely food for thought!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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The Power of Transmedia - Brands Become Stories & People Become Storytellers

The Power of Transmedia - Brands Become Stories & People Become Storytellers | Just Story It Biz Storytelling | Scoop.it

 

"This piece was selected and curated by JanLGordon covering "Storytelling, Social Media and Beyond" on Scoopit.

 

The Social Media Brandsphere is a new collaboration between Brian Solis and JESS3. The Brandsphere explores how brand storytelling can cross different communication mediums.

 

Amazing project, lots of information that will show you how brands are using storytelling, to engage their audience on different media channels where they connect and fold them into the narrative and so much more.

 

In any given network, brands can invest in digital assets that span five media landscapes.

 

Take a look at this infographic created by:

 

Randy Krum President of InfoNewt

 

Data Visualization, Infographic Design, Visual Thinking, Product Development and Marketing professional fascinated by good infographics.

 

**Always looking for better ways to get the point across."

 

If you want to know more about Transmedia Storytelling and how it might apply for your business, visit Transmedia: Storytelling For The Digital Age at http://www.scoop.it/t/transmedia-storytelling-for-the-digital-age

 

http://www.coolinfographics.com/blog/2011/10/5/social-media-brandsphere.html


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The Role of Mobile in the Transmedia Brand Narrative

The Role of Mobile in the Transmedia Brand Narrative | Just Story It Biz Storytelling | Scoop.it

"Aware of location, sensitive to time, and ever connected, the mobile medium delivers contextual relevance to brand communications and allows marketers to truly engage consumers in the moment."

 

I like that this article summarizes how to think more creatively about sharing your stories across different media -- and how marketing on mobile phones demands another layer of creative thinking.

 

I'm still digesting all the ideas I'm getting from reading this article, and I know it will take me awhile to figure out exactly what steps I want to take in sharing my brand story in a mobile environment.  I hope this article stimulates your thinking in the same way!


Via The Digital Rocking Chair
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Transmedia: confusing Style with Story - Journal - mikejones.tv

Transmedia: confusing Style with Story - Journal - mikejones.tv | Just Story It Biz Storytelling | Scoop.it

"A Story is a progression of events in a cause and effect chain.The only part that changes as new mediums are added to the long-standing history if multi-platform Transmedia, is not Story but Style."

 

Once again Mike Jones hits the nail on the head, helping us sort through the hype about transmedia storytelling.  Is transmedia storytelling fun and cool?  Absolutely.  Is it changing the fundamentals of storytelling?  Absolutely not.

 

Discover what's real and what's hype by reading both this article, and the previous one posted here on transmedia storytelling.

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Spare Change: Change the World with Transmedia Storytelling

Spare Change: Change the World with Transmedia Storytelling | Just Story It Biz Storytelling | Scoop.it
Not only is this a nifty overview of transmedia storytelling, the author creates a model for us to think about telling stories across different media -- and how to do that for social change! It's a great article.

Spare Change - making a difference with social marketing by Nedra Kline Weinreich...
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