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Marketing Magazine: "Transmedia storytelling is a marketing buzzword that will be around for a while – and for good reason."
[Also, use the Aurasma app to check out the augmented reality aspects of this infographic.]
Transmedia Storytelling is Now-Persuasion. #literacies
Digital storytelling is evolving rapidly. The infographic here justifies transmedia stories.
A keynote presentation at a recent ABC Radio beyond Radio conference.
The Transmedia Value Proposition Numbers or deeper engagement? Support for linear properties or how users influence and resonate with stories? Is it about creating loyalty, building communities, telling stories in cool ways, making money, extending reach,building trust, promotion, transformation, or all of the above?
Is it really worth the time and effort, too difficult or expensive or not worth the effort”. A journey through real case studies and worthwhile results, marketing vs art, dynamic social vs auteur statement, through inspiring possibilities (situated storytelling, collaborative, generative, parallel synch narrative etc) as new platforms surface - process, multi skill, teams and best ways to make things happen.
The art of storytelling has always been subject to change. Through the process of digitalization and the accompanying media convergence, we’re now on the verge of a quantum leap. We are no longer viewers, listeners, readers, users, or players.Today, we are “experiencers”, whose roles and behaviors change based on how we use and approach media.
With this reality in mind, we take this opportunity to propose eleven theses on the future of storytelling:
Claiming reality - Rabbit holes - Story universe - Interactivity - Usergenerated content - Transmediality - Location based storytelling - Lean back, lean forward - Infinitude - Multipayment -Collaborative work
Until now, media companies have focused on getting audiences to watch shows “live” via a TV set, where the bulk of advertising dollars are.
But transmedia storytelling — which is defined as telling a story that extends across multiple media platforms (for television, it’s going beyond the on-air show) — has the ability to upend that. “Transmedia” is one of those hot buzz words du jour, with conferences, articles and trend reports devoted to it. Yet it’s not a new concept. Star Wars, The Matrix, Dr. Who and Pokeman all expanded beyond their core franchise decades ago — to games, books and alternative realities.
Plus que jamais, le transmedia et l’interactivité seront au coeur des préoccupations de la RTBF cette année, a prévenu ce mardi son administrateur-général Jean-Paul Philippot.
Face aux évolutions d’usages et aux nouvelles habitudes de consommation media, l’industrie de la musique rencontre des problèmes similaires à ceux recensés dans l’audiovisuel : des audiences instables, une concurrence croissante des contenus et le piratage. Pourtant, de nouveaux modèles économiques et des projets multiplateformes émergent: Jay Z, Gorillaz ou encore Nine Inch Nails par exemple, renforcent leurs relations avec le public à travers le storytelling.
TV might provide the reach but digital and social is where your viewers spend most of their time and are hungry for exclusive content that enhances their experience. Where else can you tell hundreds if not thousands of people about who you are, what you just saw and how it made you feel? That’s a powerful component that most networks are yet to leverage.