transmedia marketing: storytelling for business, art and education
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transmedia marketing: storytelling for business, art and education
Exploring how transmedia is used in entertainment & education, and the implications to business
Curated by Tina Stock
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Change This - How to Tell a Story: 10 Simple Strategies

Change This - How to Tell a Story: 10 Simple Strategies | transmedia marketing: storytelling for business, art and education | Scoop.it
“Maybe it’s because we’re all so overloaded with information. Maybe it’s because we’re all so starved for meaning. Or maybe it’s because, thanks to social media, everyone’s become a broadcaster these days.

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Optimize B2B Content Across the Sales Cycle

Optimize B2B Content Across the Sales Cycle | transmedia marketing: storytelling for business, art and education | Scoop.it

HIghlights from the article:

1) Integrate and align your tactics

2) Tell the story first, choose your platforms later

3) Measure business value


Good infographics!



http://www.toprankblog.com/2012/08/optimize-b2b-content-sessf/  

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Subconscious Storytelling: Yahoo head of trade research Patrick Hourihan talks digital branded content

Subconscious Storytelling: Yahoo head of trade research Patrick Hourihan talks digital branded content | transmedia marketing: storytelling for business, art and education | Scoop.it

Excerpt from article: 


Q: What do you mean by Subconscious Storytelling?

A: It’s a research project that we’ve done to uncover how branded content on digital and other platforms are having a subconscious impact. When we talk about subconscious, it’s really about having a truly emotional impact. A lot of brands talk about the emotional engagement that they are having with consumers without truly knowing to what extent that is occurring. This is about measuring the subconscious, which we can do through our research. The storytelling element, which has a focus on digital around branded content, was looking at the idea that stories in the digital space at the moment tend to be quite short-term. To tell a story, it’s about trying to tap into the idea of emotional engagement with consumers and branded content is one way of doing that. We wanted to see what the value of that was and to see how that played out against branded content on other platforms.


Q: And what were the key findings from the research?

A: We discovered that that for the first time that online branded impact was delivering a subconscious impact and that was 24 percent greater than offline branded content. We tested both in research. To explain what I mean by subconscious - it’s about emotional closeness between the brand and the consumer. The branded content executions were from McCain’s, Diet Coke, Shell and from Cannon, and across all four of those we saw that uplift.


Read more at http://www.thedrum.co.uk/news/2012/09/03/subconscious-storytelling-yahoo-head-trade-research-patrick-houlahan-talks-digital#GYtEwtGglaocEorp.99 

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Why Web Television is not Transmedia by Tim Stone.

Why Web Television is not Transmedia by Tim Stone. | transmedia marketing: storytelling for business, art and education | Scoop.it
Web Television is here. Yet it looks remarkably similar to standard television. Those expecting an interactive medium free of ads, might be surprised to find that not much has changed. So what happened to the brave new platform that many consumers were expecting?  


full article: http://www.mediawave.tv/site/item.cfm?item=FF071D9FC29F442E68DB93652E140EF3 

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"Precious Alchemy or Worthless Chemistry" The Real Value of Transmedia & Multiplatform

The Perceived vs Actual Values of Transmedia and Multi Platform Storytelling
(A keynote presentation at a recent ABC Radio beyond Radio conference by Gary Hayes)


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 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?


(once again, Gary hits it out of the ball park!)


Via Gary Hayes
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Love Story in Milk

The path of true love never did run smooth... especially if you're a milk bottle. Follow these star-crossed lovers from factory to fridge and beyond. http://...

Via José Carlos
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Why Arrested Development on Netflix could change everything

Why Arrested Development on Netflix could change everything | transmedia marketing: storytelling for business, art and education | Scoop.it

As plans for Arrested Development's return spread, many details indicate that thanks to Netflix, the popular cult series has the opportunity to not only legitimize the world of web content, but create a new business model for an industry that desperately needs it.

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Keen On… John Cabrera: How H+ Turns Us All Into TV Producers [TCTV] | TechCrunch

Keen On… John Cabrera: How H+ Turns Us All Into TV Producers [TCTV] | TechCrunch | transmedia marketing: storytelling for business, art and education | Scoop.it
The boundary between television and the Internet continues to be swept away. The latest example of a show that brings high-quality production values to the Internet is H+, the multimillion dollar Warner Brothers-funded interactive show about a future in which we all have our technology implanted in our brains.


But what makes H+ so revolutionary is less its message than its medium. As the series creator John Cabrera told me, Smart TV “changes everything”. The YouTube distributed H+, he explained, goes beyond the traditional linearity of video content on networks like Hulu or Netflix. By running the series on YouTube, Cabrera insisted, he is empowering the audience to use the playlist feature to turn themselves into the series’ director. The audience will thus tell the H+ story, Cabrera told me. We will be the ones piecing together the narrative in an online series that eliminates the linearity of traditional storytelling.


read more: http://techcrunch.com/2012/08/21/keen-on-john-cabrera-how-h-turns-us-all-into-tv-producers-tctv/ 

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Rescooped by Tina Stock from Just Story It! Biz Storytelling
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Dealing with Internet fragmentation: The power of storytelling for brands

Dealing with Internet fragmentation: The power of storytelling for brands | transmedia marketing: storytelling for business, art and education | Scoop.it

2012 Global Players takes a look back at how corporate websites have evolved over the past year, to uncover why today it’s imperative for businesses to invest more time, imagination and resources in creating a corporate narrative.


Now here's an interesting article! The material that peeked my interest the most dealt with how the Internet creates fragmented stories which leads to businesses losing control over their narrative.


But then the article goes on to suggest that the typical ways companies create their websites does not work anymore in this fragmented environment.


Then the authors offer a link to a free downloadable study that show what companies can do to combat this fragmentation, develop and share their narrative, and succeed in today's Internet world -- with examples!


I checked out the study and it looks really good. I think as I study it I'll get lots of ideas for re-tooling the website which is going under another iteration of improvements.


I bet you will learn a lot too!


Original link: 

http://www.berghindjoseph.com/knowledge-bank/2012/06/exclusive-study-the-power-of-storytelling


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


Via Karen Dietz
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Funny or Die Helps Brands Find Their Funny Side

Funny or Die Helps Brands Find Their Funny Side | transmedia marketing: storytelling for business, art and education | Scoop.it

Funny or Die, the humor site started by Will Ferrell and Adam McKay in 2007, established out of the gate with “The Landlord” that it knew two things: how to be funny and how to get stuff shared. (“The Landlord” was viewed some 79 million times.)


Now, five years on, the company is carving out a niche as a go-to source for brands looking to tap into that nexus of funny and shareable. It’s worked with brands from Skittles to Irish Spring to Under Armor on brand videos that bring the Funny or Die sensibility to often-staid corporate marketers.

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What Audiences Want: Study Uncovers Possible Futures for Storytelling | Latitude Research°

Earlier this year, Latitude set out to understand audiences’ evolving expectations around their everyday content experiences—with TV shows, movies, books, plot-driven video games, news, and even advertising. We began by speaking with leaders in the emerging “transmedia” space to investigate the challenges and the opportunities that today’s storytellers are encountering.


Via Simon Staffans, Karen B Wehner
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Once Upon a Time: Is Storytelling Just Another Buzzword?

Once Upon a Time: Is Storytelling Just Another Buzzword? | transmedia marketing: storytelling for business, art and education | Scoop.it

Every now and then, the communication community succumbs to some buzzword frenzy. Given the recent flow of blogposts and business books about storytelling, corporate storytelling and transmedia storytelling, you might think that there is indeed another buzzword on the block. But looking beyond the hype, storytelling just might have a more long-lasting impact on how organizations and brands communicate with those that matter most to them.


Via José Carlos
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Your Customer is the Hero

Your Customer is the Hero | transmedia marketing: storytelling for business, art and education | Scoop.it

Brand storytelling is a hot buzzword right now. Everybody’s interested in it, but so few really get it. To the surprise of many, it’s actually been around for decades – just look at iconic campaigns such as the Marlboro man. It’s concept is actually very simple; stories are captivating, memorable and inspiring. They aren’t about facts, figures and statistics. They allow us to forget the mundane and transport us to a place where our imagination can run wild.


Via Gregg Morris
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Martin (Marty) Smith's comment, August 24, 2012 1:09 AM
Agree Gregg. Marty
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Consumer Trust in Online, Social and Mobile Advertising Grows | Nielsen Wire

Consumer Trust in Online, Social and Mobile Advertising Grows | Nielsen Wire | transmedia marketing: storytelling for business, art and education | Scoop.it
The explosion of social networks and consumer-generated media over the last few years continues to have a significant impact on advertising as consumers’ reliance on word-of-mouth in the decision-making process – either from people they know or online consumers they don’t – has increased significantly.  
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Visual Storytelling for Marketers

Visual Storytelling for Marketers | transmedia marketing: storytelling for business, art and education | Scoop.it
Humans have been telling stories with pictures since the days of cave paintings, so we should be pretty good at it by now.


All right, want to increase your business? Then translate your business stories into videos.


I know I know, who's got the time and which is the best tool to use? Most of the stories I share with my clients happens in the board room. When I think of taking some of my business stories and creating a video or two to share on my website, I get just completely overwhelmed.


But this infographic drives home the necessity of creating these videos so that your stories can do your marketing for you. For example, for those of you who have products 85% of customers are likely to purchase a product after watching a video on your website about it. Wow!


For service businesses, 65% of the C-suite or top senior executives of the company will continue to research you after viewing one of your videos. Wow again!


There are quite a number of articles in this curated collection about tools and strategies for creating effective digital stories. So dig in, learn lots, and work creating these videos into your schedule. And I'll work hard on trying to take my own advice!


In the meantime, check out the rest of the infographic and see what other gems you can find.


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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Curation Is As Important as Creation

Curation Is As Important as Creation | transmedia marketing: storytelling for business, art and education | Scoop.it

Robin Good: If you are interested in understanding how "content curation" differentiates itself from simple re-sharing and re-blogging here is a great article by Chris DeLine.


Great advice for anyone wanting to become an effective content curator: “Whether in tweets, in blog posts, in podcasts, or in newsletters, be ruthless with your attention.


...


Some adopt a strategy of blanket-curation, throwing everything new or fresh or remotely interesting online and letting other consumers make their own value distinctions.


Others assume the role of tastemaker, selectively making the decisions themselves.


Both have their place, but the former contributes to what Jonathan Haidt calls “the paradox of abundance,” which he says “undermines the quality of our engagement.

How many content-overload websites can you monitor before you become overwhelmed by volume? How many share-explosions does it take before you remove a friend from your Facebook feed? How many Tumblr pages can you pay attention to before the reblogs become a blur?


...

Thoughtful, honest, and caring curation isn’t entirely different than creation.


After all, the topics you choose to research, to blog about, and to discuss with friends all begin with the process of sifting through the media abyss yourself and singling out worthwhile information."


What really counts is to create content that is useful, meaningful and helpful for others, whether from direct hand authorship, or by curating the best existing resources.


Insightful. 8/10


http://chrisdeline.com/curation


(Image credit: Shutterstock)



Via Robin Good
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Sinan Zirić's curator insight, January 19, 2013 11:50 AM

This is an excellent Curation review.

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Using Analytics to Plan Great Content

Using Analytics to Plan Great Content | transmedia marketing: storytelling for business, art and education | Scoop.it

Curated by Beth Kanter

http://www.bethkanter.org


This is a great process for helping you plan your editorial calendar for your blog calendar.     You also need:


(1)  Editorial Calendar

(2)  Idea Dashboard


What else?



Via Beth Kanter
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Rescooped by Tina Stock from Stories - an experience for your audience -
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Web TV, audiences and content producers of the XXI century: challenges and opportunities for creating a new media experience

Web TV, audiences and content producers of the XXI century: challenges and opportunities for creating a new media experience | transmedia marketing: storytelling for business, art and education | Scoop.it

How to tell engaging TV stories for the XXI century´s audiences? Dr. Aleks Krotoski, presenter of the BBC 2 series Virtual Revolution (2010), explains why the convergence between the online and the offline has changed the way people consume media and how content creators and web developers can work together to transform the “linear-story-telling” television into a holistic, interconnected and interpretative experience. 


The full article is really worth reading!  http://oteve.wordpress.com/2012/09/02/web-tv-audiences-and-content-producers-of-the-xxi-century-challenges-and-opportunities-for-creating-a-new-media-experience/  ;


Via Hans Heesterbeek
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Why Marketers Should Care about Transmedia. 3 Questions with Andrea Phillips

Why Marketers Should Care about Transmedia. 3 Questions with Andrea Phillips | transmedia marketing: storytelling for business, art and education | Scoop.it

(Excerpt from article)


[Alain Thys]: As most of the marketing population didn't yet get the transmedia memo, could you describe in a few words what the field is about?


[Andrea Phillips]: The three-word answer is "intertextuality across platforms." What that means is using different media together in the interests of telling a single, cohesive story, where each piece is made better by the contributions of each other piece. You can use each piece to add layers of meaning to the others, and provide deeper, richer narratives than would fit in only one medium.


(Tina)

OK - now you know why I have a marketeer-crush on Andrea.  Who else would throw out the word "intertextuality"?!

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Rescooped by Tina Stock from Transmedia: Storytelling for the Digital Age
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From Nerd Niche To Branding Superpower: 5 Lessons Every Marketing Exec Can Learn From Comics

From Nerd Niche To Branding Superpower: 5 Lessons Every Marketing Exec Can Learn From Comics | transmedia marketing: storytelling for business, art and education | Scoop.it

Rob Salkowitz: "If you’re in marketing, comics are no laughing matter. Superheroes powered this summer’s The Avengers and The Dark Knight Rises, two of the highest-grossing movies in history."


Via The Digital Rocking Chair
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Tina Stock's comment, August 23, 2012 8:39 PM
thanks for sharing this one!
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Transmedia Makers: Frustration + Opportunity = Magic

Transmedia Makers: Frustration + Opportunity = Magic | transmedia marketing: storytelling for business, art and education | Scoop.it

(Excerpt)

When the frustrated imagination of a generation meets the opportunity to bring its dreams to life, will magic occur?


For some time, I've been bothered by malleable use of the term "transmedia"; it seemed that the term could mean whatever a children's media content creator wanted or needed for the situation, and therefore meant nothing. Transmedia got worked into every bible, pitch, press release and request for proposals (even from the U.S. Department of Education!). It was de rigueur across platforms, genres and age groups.


In part, that's exactly its purpose -- transmedia should be ubiquitous. Still, the term teetered on the brink of buzzword, lacking the intellectual foundation to distinguish it from cross-platform, brand synergy, or simply "my TV show has a website."


read more: http://www.huffingtonpost.com/david-kleeman/transmedia-makers-frustration-opportunity_b_1811473.html 

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The End of TV as We Know It & The Birth of Transmedia

Doug Scott, President, OgilvyEntertainment and Matt Doherty, Transmedia Architect, Ogilvy & Mather Worldwide presented The End of TV as We Know It & The Birth of Transmedia at the 21st Century Storytelling Conference: Content, Context and Conversations sponsored by Microsoft, Ogilvy & BrainJuicer on July 31, 2012 in Chicago.


Throughout history, we have told stories. Stories are what connect us across geographies, cultures and experiences; stories demonstrate that we share the same hope, dreams, fears, challenges and desires. Today's complex, digtally connected consumer universe makes brand storytelling more challenging, but also creates opportunities for brands to tell their stories in new ways.


Doug Scott and Matt Doherty discussed how the idea of TV might be a thing of the past, but the stories that drive our content will always be our constant. Our variable? Telling. Telling has evolved due to the primary role of digital in our lives and disruptive innovation which has given us the ability to craft transmedia experiences. Transmedia has brought a bought a new set of creative tools and narratives that are rooted in content, formed by context and crossed by all things culture. Are you a story? Or are you a teller?

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USA Network Brings Advertisers into Its Social TV Journey

USA Network Brings Advertisers into Its Social TV Journey | transmedia marketing: storytelling for business, art and education | Scoop.it

Excerpt from eMarketer's interview with Jesse Redniss;


eMarketer: USA Network launched its own social platform, Character Chatter, two years ago. How have brands gotten involved in that platform?

Redniss: The Character Chatter platform has become the central hub for real-time participation while our shows are on. It’s an aggregation of real-time conversation from Facebook, Twitter, YouTube videos, Get Glue check-ins, Viggle check-ins; it continues to gain a lot of momentum and popularity. A lot of other networks are launching very similar community-building platforms. CBS just announced its CBS Connect platform, for example. We’re trying to bring brand advertisers into the conversation. When the Ford Fusion, for example, is integrated into an episode of “White Collar,” it’s then easy for us to promote that positioning or brand integration in platforms like Character Chatter. When working with advertisers we take a “created with” approach. We don’t want people to view something as an ad, we want people to view it as added content to their “White Collar” show experience.



(Tina) Redniss, and USA get it: marketing is moving from interuption to integration.  This requires marketers to understand stories and storytelling in order to facilitate the inclusion of the brand's story into the character's story.  Such a beautiful thing



Read more at http://www.emarketer.com/Article.aspx?id=1009272&R=1009272#8QS8bx8Usg0LhRfi.99

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7 Reasons Storytelling is Important for Branded Content

7 Reasons Storytelling is Important for Branded Content | transmedia marketing: storytelling for business, art and education | Scoop.it
When most people think about marketing, these are the tools they think of: print, radio, TV and the web. None of these, however, are ingrained in us as much as storytelling. We’ve been telling stories for thousands of years, but we don’t have to go back that far to understand storytelling’s powerful effect on our hearts and minds. Go back only as far as your childhood, when you begged your parents to read your favorite story—the one you already knew by heart—just one more time. Why did you do that? Why was it so important to hear that story?


Stories and the art of storytelling play a major role in content marketing today. Not all brands realize the importance of unearthing their core story and learning to tell stories in ways that endear new fans and motivate advocates. In case you need even more reason to learn to weave an effective narrative throughout your marketing efforts, here are seven reasons storytelling is important for branded content.

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5 Reasons Why Web Publishing is Changing | ReadWriteWeb

5 Reasons Why Web Publishing is Changing | ReadWriteWeb | transmedia marketing: storytelling for business, art and education | Scoop.it

Excerpted from article:

"We're witnessing another sea change in Web publishing.

There's a new edge and it's populated by the likes of Medium (a kind of categorized Tumblr), Branch (the sister site of Medium, for discussions), App.net (a microblogging platform) and Svbtle (an elite network of indie bloggers).

 

Here are five key drivers for this new wave of publishing services.

 

1. Publishing Is Getting More Casual:

The publishing process less onerous. It's now less about composition (being a writer or blogger) and more about expressing your thoughts as simply as possible.

Not only is the type of content less formal now, the design is stripped back too. All of the latest web publishing tools have minimalist, in some cases almost naked, interfaces.

 

2. The Web Is Moving From Pages to Streams:

This new wave of tools is looking for ways to deliver content in a more flexible way.

Veteran blogger Anil Dash declared that he wants "a clean, simple stream of my writing, organized by topic and sorted with the newest stuff on top."

 

3. Topic Organization Is Finally Happening:

This is essentially what Medium is attempting to do, with its "collections" - which are posts by various people organized by topic or theme. Content on the Social Web has become far too chaotic and it desparately needs organization.

 

4. Quality Is In Vogue:

The Web is awash with content - much of it poor quality. Medium is explicit about wanting to change this:

"Our philosophy is that quality begets quality, so we will grow Medium smartly, ensuring that our platform is valuable to everyone in this increasingly mobile, connected, and noisy world."

 

5. Startups Are Searching For Non-Advertising Business Models:

Finally, the new wave of publishing services are all seemingly anti-advertising. There is experimentation happening again on the Web - which is a very positive sign..."

 

Read full original article here:

http://www.readwriteweb.com/archives/5-reasons-why-web-publishing-is-changing-again.php


Via Giuseppe Mauriello
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Giuseppe Mauriello's comment, August 16, 2012 11:27 AM
Hi Guillaume,
thank you for rescoop and appreciation about my post!
Rachel Wild's comment, August 17, 2012 10:29 AM
Great. Thank you. Rescooped.