the power of story - social storytelling

The Power Of StoryDr. Pamela RutledgeMedia Psychology Research Center

pamelarutledge@gmail.com

@pamelarutledge

2014SoMeAwardsForum

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Is This A Story?

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No, it’s a picture But your brain can’t help itself. It starts to fill in all the missing pieces.

How do we know this picture isn’t a story all by itself?

Because your story isn’t the same as the person next to you. Your brain supplies all the assumptions, the intentionality and projects action based on your own models and biases.

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Why Tell Stories?

Languageofthebrain Connectuswithuniversals,symbols,

myths&metaphors Provideacontextformemory Definetheworldandourplaceinit Bridgesdifferences,createstrust

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rationalemotion

instinct

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Stories Replicate Life

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Transmedia Combines Story with Social

8|Adaptedfrom:tstoryteller.com

Franchise Comparison

Transmedia FranchiseExperiencingthewholeismoresatisfyingthanthesumofthepartsbecausethepiecesexpandyourunderstanding.Theexpansioncreatesaddedmotivationbycollectingthepieces

Traditional FranchiseExperiencingthewholeislesssatisfyingthanthesumofthepartsbecausepiecesarerepetitiveandnotadditive

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MONOMEDIA TRANSMEDIA

Onewaymessaging Dialoguebetweenconsumerandbrand

Assumesallpeoplecanbereachedwithonemediachannel

Givesaudiencechoiceinengagementpath

Singlemessageorthemeisadaptedtofitdifferentmedia

Eachmediaplatformexpandsnarrativewithuniquecontribution

Creatorcontrolsmessage Audiencecollaboratesinstorydevelopment

ProfitabilitylimitedtoROIofagivenplatform,nocrossmedialeverageornarrativeleverage

Broadenslifecycleandprofitabilityofacampaignbeyondtraditionalretailwindowsbecausecontentismonetizable

Audienceattentionthroughinterruption Audienceattentionthroughinvitation

Audienceparticipationenhancesbrandidentityandcreatescustomerloyalty

Engagestheconsumerlong-termbyprovidingvaluebeyondtheproduct

Audienceisvalidatedandcelebrated

Comparison of Monomedia and Transmedia

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MONOMEDIA TRANSMEDIA

Onewaymessaging Dialoguebetweenconsumerandbrand

Assumesallpeoplecanbereachedwithonemediachannel

Givesaudiencechoiceinengagementpath

Singlemessageorthemeisadaptedtofitdifferentmedia

Eachmediaplatformexpandsnarrativewithuniquecontribution

Creatorcontrolsmessage Audiencecollaboratesinstorydevelopment

ProfitabilitylimitedtoROIofagivenplatform,nocrossmedialeverageornarrativeleverage

Broadenslifecycleandprofitabilityofacampaignbeyondtraditionalretailwindowsbecausecontentismonetizable

Audienceattentionthroughinterruption Audienceattentionthroughinvitation

Audienceparticipationenhancesbrandidentityandcreatescustomerloyalty

Engagestheconsumerlong-termbyprovidingvaluebeyondtheproduct

Audienceisvalidatedandcelebrated

Comparison of Monomedia and Transmedia

MAIN POINT:

Transmedia

respects the

audience

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ROI Ripple Effect

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Net Value Proposition

Environmentallyadaptive Socialcapitalstrengthensbrand

equity Platformexpansionacross

demographicsandindustries Customerfeelsvalued

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YesYes

YesYes

YesYes

YesYes Yes

YesYes

YesNo

12 out of 13 Want Brands to Talk Story

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Bridging Online with Offline

Source:tstoryteller.com

Onlinecontentstrategycreatesconversations&promoterealworldexperiences

Offlinestrategycreatesonlineconversationsandencourageproducttrials

SpreadableContent

Experience&Trial

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Transmedia Development:Questions to Ask

Knowyourbrand

KnowYourAudience

WhatisthestoryIwantto

tell?

HowwillIdeliverthe

story?

WhatkindofaudienceparticipationdoIwant

orneed?

Howwillaudienceparticipationeffect

thestoryovertime?

Source:Adaptedfromtstoryteller.com

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The Allure of Mystery

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Plan for Engagement

Attract Discover Experience Explore

GROW AUDIENCE ENGAGEMENT

Develop attractors that create anticipation: Challenge expectations & expand audiences

Provide signposts that orient and guide audience to the experience

Develop experiences, artifacts and rituals that engage all the senses and maintain connection

Be active on multiple channels, design gaps and reminders to enhance motivation and extend connection

Source:Adaptedfromhttp://www.slideshare.net/sioflynn

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Let Your Audience Do The Work

THANKYOU

Dr. Pamela RutledgeMedia Psychology Research Center

pamelarutledge@gmail.com

@pamelarutledge

2014SoMeAwardsForum