storytelling through a conference

Storytelling Through a Conference

Heather MasonCEO, Caspian Agency

Chris GebhardtExecutive Vice President,

Participant Media

Ross BergerNarrative Designer/Writer,

Oculus VR

Let me tell you a story

A good story, well told, can change the world.

Stories make the world a smaller, more inter-connected place.

Stories change the world by changing how we see the world.

Why? How?

Anthropological analysis of what made Homo Sapiens the dominant species on the planet.

What is the difference betweenthis? and

this?

Storytelling

Storytelling

Thank You

Storytelling Through a Conference

Heather MasonCEO, Caspian Agency

Chris GebhardtExecutive Vice President,

Participant Media

Ross BergerNarrative Designer/Writer,

Oculus VR

Let me tell you a story

A good story, well told, can change the world.

Stories make the world a smaller, more inter-connected place.

Stories change the world by changing how we see the world.

Why? How?

Anthropological analysis of what made Homo Sapiens the dominant species on the planet.

What is the difference betweenthis? and

this?

Storytelling

Storytelling creates group fictions: imagined realities, shared

Your brain has been evolutionarily hardwired to think, to understand, to make sense, and to

remember in specific story terms and elements.

- Kendall Haven

Why does this work?

Communication Info Storage

Why does this work?

Chemistry, Alchemy, Magic

Great stories impact ourbrain chemistry

Great stories impact our brain chemistry

IdentificationDistress

CortisolEmpathy

OxytocinIntense Focus

Mutuality / Connection

Climax

DenouementExposition

Falling ActionRising Action

Zak’s Research:

Empathetic response much more likely to give and get involved

Great stories impact our brain chemistry

Everyone’s brain is different

Differences explain our default reactions – and even political

differences.

We see the world differently

Facts don’t persuade.

Elephant and the rider.

Hive mind, tribes, and murmurtations.

So what’s it all mean?Our conscious experience of the world is perception.

Our perception is constructed via storytelling.

This collective framework for processing information enables group fictions and mass cooperation.

Storytelling is more than an approach to communicating – it is how we think and process information. The thing that makes us.

How do we engage our attendees? And how do we keep them engaged?Storytelling

Natural highs and lows embedded in a 3-act structure

Respect their time

3-Act Structure

Precedent is essential,but not sufficientNon-traditional media (e.g., mobile, ARGs, virtual reality, video games) requires more

Words can be a distraction

So what’s the solution?

Walking Dead Pilot?

Solution =Environmental StorytellingAllow the environment to tacitly share the world with your audience

Tone

Setting

Mystery/Suspense – what needs to be figured out

Status Quo and Character Perception re: power

Words can fill in the rest … if need be

Tomorrow’s Engagement = Storytelling on New Platforms

The Hero’s Journey

Harry Potter went to a conferenceThe Invitation

Premier Movie Invitations

NOSTALGIA & STORY

Viewmaster

HOLLYWOOD

Poster

TECHNOLOGY

Next Gen

Registration and Pre-Survey Data

Reminders and Information

Breakouts

General Session

Engagement and Gamification

Follow-Up and Survey

Return

EpilogueHow everything fits together

Thank You