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Evolving digital products from storytelling to story experience

Evolving digital products from storytelling to story experience | Just Story It | Scoop.it
From www.business2community.com - March 28, 2012 11:09 AM
Product design, management, and marketing starts with solid storytelling, but the goal is to have it evolve into an immersive story experience.

 

I love a good story. Whether reading a juicy novel, watching a nail-biting film, listening to an animated reporter recount the events of a disaster, or keeping tabs on real life courtroom drama, we’re clearly captivated by the experience enough to keep us coming back.

 

No, actually it’s more than that. It COMPELS us to seek out more because we CRAVE the effect. It feeds the pleasure center of the brain. Yes, it has the same effect as taking a drug!

 

Why? Maybe it’s the edge of the seat suspense. Perhaps it’s the lure of gambling with predictions. It could simply be it reflects what we’re feeling or going through at the time. Whatever the reason, the elements that move us from passive observation to immersive experience are the same no matter the source or medium.

 

What a great article unpacking the creation of a story experience. Why do you want to know this? Because product/service development and marketing is moving fast into this realm. What is your customer experience? How do your products/services create experiences for clients? How do you link your biz stories and these experiences together to generate raving fans?

 

This post helps us tease out these questions and answers. For sure this is still a developing conversation -- yet one I hope you continue to pay attention to.

 

Thanks for finding and sharing this Gregg @greggvm!


Via Gregg Morris
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Karen Dietz's comment, March 29, 2012 12:27 PM
Thank you for re-scooping this Liz! Have an awesome day :)
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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 | Scoop.it
From www.imediaconnection.com - August 14, 2012 9:20 AM

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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14 Fantastic Scrolling Websites That Tell a Story

14 Fantastic Scrolling Websites That Tell a Story | Just Story It | Scoop.it
From econsultancy.com - April 16, 2012 9:30 AM
In the past year or so there has been a trend in web design towards the use of scrolling, which can help to engage visitors and provides a feeling of movement and animation.


Hah -- don't believe the title! What an amazing opportunity (scrolling websites) and what terrible storytelling. Because there was none.  OK -- there was a little. 


The site on Fracking site tells a story. The Bagigia and Apologie sites sort of do, but fall short.


Several other sites are totally slimy because once you get on them, you can't press the back-button to leave. That annoys me to no end!


So where does this leave us?  Please -- don't do what these companies did! If you are going to use a scrolling website, you have a HUGE opportunity to actually share your story using this very cool technique.  


You can share stories about how you got started, what happens with your customers, the future you are creating in the world, and back stories of your staff/product creation process.


Don't bore us with product features like these websites do! Haven't we learned that lesson yet???


Imagine how much money they spent, and wasted! You can do waaaaaayyyyy better than these folks.

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Rescooped by Karen Dietz from Curation, Social Business and Beyond
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Curation As Story – The Importance Of Human Filters

Curation As Story – The Importance Of Human Filters | Just Story It | Scoop.it
From www.jeffturner.info - January 9, 2012 10:11 PM

This piece was written by Jeff Turner who has curated a great conversation from members of a tweetchat #tschat today.

 

The article and review below if from fellow curator Jan Gordon and her Content-Curation-Social Media Scoop.it. Thanks Jan for the article and great review! I then read that another fellow curator, Beth Kanter (Social Media & Nonprofits Scoop.it) created the graphic that's used here, but for different blog post of hers.  Ahhh, the social nature of the web!


I hope my readers start thinking about any content they are putting together (website, blog posts, curated topics, etc.) as a larger story that should all be hanging together as a coherent piece.

 

Here's Jan's review:

 

There are many forms of curation, I think this is an excellent real life example of the many ways you can use curation to add value for others.

 

I agree with this, no matter what you're curating, it has to have a story that ties it together:

 

"Curation is a form of storytelling. Curation tools need to support this truth."

 

**Collecting content without qualitative human judgement is aggregation, not curation. The best automation tools alone will never replace the ability of a human being to provide meaningful context.

 

****And the best curation, the curation I subscribe to via email, takes context to the next level. It tells a story.

 

**This post is being written, primarily to serve as an example of what I’m calling “social curation.”

 

**The act of curating a conversation, like the one that took place this morning at #tschat, should be a storytelling act.

 

**every act of curation is a storytelling exercise, whether you use a tool hosted on a third-party site, like Pinterest or Storify, or whether you choose to use tools that allow you to self-host your curation.

 

**In the end, the story is what matters. It’s what has always mattered. Have I told a story, or have I simply collected a bunch of links?"

 

Selected by Jan Gordon covering "Content Curation, Social Media and Beyond"

 

Read full post here: [http://bit.ly/uSxFoL]


Via janlgordon
Beth Kanter's comment, December 27, 2011 11:49 AM
Just noticed that he used a graphic I created! Small world. Good one for my nonprofit curation list.

I really like that last question -- curation is a storytelling act
janlgordon's comment, December 27, 2011 1:06 PM
Beth Kanter -
I love that graphic:-) -

Yes, he makes alot of sense, simple, but to the point
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35 Smart Social Media Business & Consumer Insights from @BrianSolis

35 Smart Social Media Business & Consumer Insights from @BrianSolis | Just Story It | Scoop.it
From www.toprankblog.com - June 21, 2012 8:28 AM
Engage or Die 1. Our opportunity with social media is to do something more meaningful than just marketing. 2. Social media is not here to save you.


I counted at least 12 of these 35 tips about storytelling or story elements in the quick scan I did. There are probably even more if I studied them closely.


So here is another reality check this week :). Read these 35 insights and see how you rank. 


All are important. Som eof the onese about stories/story elements are : co-creation (#34), context (#31), bridging (#24), people (#18), and community (#9).


How many more can you find? Are there more than the 12 I found? Let me know!


Have fun. Get better :)


Read the full article here: http://www.toprankblog.com/2011/06/social-business-smarts-brian-solis/ 


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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What's Your Website Story Score? ComMetrics TriageHazard Score

What's Your Website Story Score? ComMetrics TriageHazard Score | Just Story It | Scoop.it
From howto.commetrics.com - January 20, 2012 11:54 AM
Summary On the average Web page or blog post, users may read about 20 percent. The first 10 seconds are critical. This score supports your efforts in keeping  readers longer.


Here is some very interesting work going on by my colleague Urs Gattiker in Switzerland who is working on algorithms to help businesses measure engagement on their websites.


This is tough work but I think Urs is on to something here.  While we don't have measures yet on the quality of stories on a website/blog, the algorithms here will indicate if the stories you share on your site are captivating (longer site visits). If you end up with a low score, you probably need to revisit your content and visuals.


I look forward to hearing more about Urs' work as he continues to work on these algorithms and shares his results with us.

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