Digital storytelling part 1 writing

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Slides for a workshop on applied storytelling, using writing exercises. Used as teaching aid for my course at http://www.mmm.unifi.it/ .Follow me at @ppolsinelli for more.

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<p>Story tell your (Software) product</p> <p>Digital Storytelling: </p> <p>writing By Pietro Polsinelli </p> <p>Who am I </p> <p>Pietro Polsinelli Twitter: @ppolsinelli </p> <p>Blog: http://pietro.open-lab.com E-mail: ppolsinelli@open-lab.com </p> <p>Im applying storytelling to: </p> <p> Web apps for team &amp; personal productivity, </p> <p> Videogame marketing </p> <p> Videogame design </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>2 </p> <p>Todays workshop </p> <p>Intro </p> <p>Writing Exercises part 1 </p> <p>On writing </p> <p>Writing Exercises part 2 </p> <p>Feedback </p> <p>Saturday, March 17, 2012 </p> <p>3 </p> <p>Story tell your (Software) product </p> <p>Storytelling is so popular </p> <p>But what we do here is not actually pure storytelling, its storytelling for. That is, writing and telling stories for ends which are not literary. </p> <p>There are definite and precise techniques for </p> <p>storytelling. </p> <p>Narrative techniques can be acquired with a lot of </p> <p>exercise, developing a specific sensitivity. Here you </p> <p>can give it a first try. </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>4 </p> <p>Introduction: why digital storytell? </p> <p>Many of your former colleagues </p> <p>work (part or full time) is companies </p> <p>that are startups in some sense. In interactive educational tools, </p> <p>videogames, music production </p> <p>services, ... . </p> <p>As a jack of all trades you will need stories. Stories are presented </p> <p>in many forms, but are mostly </p> <p>created in written form. </p> <p>Movies scripts, comic scripts, videogame scripts. </p> <p>Saturday, March 17, 2012 </p> <p>5 </p> <p>Story tell your (Software) product </p> <p>Here for </p> <p>Learn to detect / create / analyze / use / apply </p> <p>storytelling. </p> <p>Detect: not only ads </p> <p>Create: exercises </p> <p>Analyze: schemas </p> <p>Use: used more widely than you may believe. </p> <p> Saturday, March 17, 2012 Story tell your (Software) product </p> <p>6 </p> <p>Ambiguity alert! </p> <p>Applying storytelling can mean working on: </p> <p>A product / service / company with a story at its heart, </p> <p>that unfolds and guides work and developments. </p> <p>Creating a short, sticky story that somehow points to a product / service / company. Auto-conclusive story. </p> <p> Saturday, March 17, 2012 Story tell your (Software) product </p> <p>7 </p> <p>Storytelling gives </p> <p>A product / service / company with a story at its heart, </p> <p>that unfolds and guides work and developments. </p> <p> Storytelling gives coherence, sense. We have </p> <p> stories in continuity. </p> <p>Creating a short, sticky story that somehow points to a product / service / company. Auto-conclusive story. </p> <p> Storytelling can get and keep peoples attention. We have auto-conclusive stories. </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>8 </p> <p>Acquiring storytelling sensitivity </p> <p>helps in both cases </p> <p>And in many kinds of </p> <p>stories. </p> <p>A soundtrack tells a </p> <p>story. </p> <p>A video. </p> <p>A podcast. </p> <p>A comic. </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>9 </p> <p>Learn to write </p> <p>Its possible. </p> <p>You learn by example, </p> <p>practice, feedback. </p> <p>Things are born interesting </p> <p>or are made interesting? </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>10 </p> <p>Books: this is just the beginning </p> <p>Saturday, March 17, 2012 </p> <p>11 </p> <p>Story tell your (Software) product </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>Exercises part 1 </p> <p>Write on paper what you will say if Id ask you to present yourself to this group. </p> <p>3 Min. </p> <p>12 </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>Exercises part 1 </p> <p>Write on another paper your product / service idea how you would present it in a few sentences. </p> <p>10 Min. </p> <p>13 </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>Concreteness in writing part 1 </p> <p>1. Write down as many things white in color you may think of. </p> <p>15 Secs. </p> <p>14 </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>Concreteness in writing part 2 </p> <p>Write down as many things white in color that may eventually end up in </p> <p>your fridge you may think of. </p> <p>1.15 Secs. </p> <p>15 </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>Listing features vs. telling </p> <p>stories </p> <p>The USP approach </p> <p>I here give a first negative definition of my approach, by contrasting with </p> <p>some existing marketing habits. </p> <p>The Unique Selling Proposition (a.k.a. Unique Selling Point, or USP) is a </p> <p>marketing concept that was first proposed as a theory to explain a </p> <p>pattern among successful advertising campaigns of the early 1940s. It </p> <p>states that such campaigns made unique propositions to the customer </p> <p>and that this convinced them to switch brands. </p> <p>Wikipedia, http://en.wikipedia.org/wiki/Unique_selling_proposition </p> <p> Saturday, March 17, 2012 Story tell your (Software) product </p> <p>17 </p> <p>The USP approach </p> <p>USP is like classical economics: assumes perfect information and </p> <p>rational choices. Users are neither informed nor rational. </p> <p>This fragmented approach does not help users in getting their insight. </p> <p>Lacking a unified anthropological model of and for the user, this will not </p> <p>work. </p> <p>Marketing recipes draw a simplistic picture of the marketing project. </p> <p>A USP tends to obscure your real motivations, your agenda. A purely </p> <p>functional description will leave out what is most interesting. </p> <p>This also shows that deep limitations of AdWords based approaches: </p> <p>you story is missed, you cant do a contextual presentation. </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>18 </p> <p>Rational choice models </p> <p>A few years ago, we had a brief discussion about the power of ads. A </p> <p>friend of mine was skeptic about that, he stubbornly held that ads had no </p> <p>effect on him. This is an example of illuministic optimism which is </p> <p>factually false. </p> <p>How wrong this belief is is shown by data from many possible fields </p> <p>(next slide). </p> <p>What matters for us is that this kind of wrong modeling of human </p> <p>behavior leads to wrong marketing models: models based on the rational </p> <p>choice idea. </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>19 </p> <p>Learn more </p> <p>The political mind, A Cognitive Scientist's Guide to Your Brain and Its </p> <p>Politics , George Lakoff </p> <p>Idea Framing, Metaphors, and Your Brain - George Lakoff </p> <p>http://www.youtube.com/watch?v=S_CWBjyIERY </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>20 </p> <p>Establish the context </p> <p>You should not talk in terms of differences with the competition (this too </p> <p>is a mistake which several marketing experts make). This is the traditional mistake of political weak candidates. Your point is to tell a </p> <p>completely different story. </p> <p>Obama stopped saying Bush is doing this and that He started saying: This is MY story. This is a NEW story. </p> <p>Story mark: by telling a good story, its you establishing the context. this </p> <p>way you can win in the most unlikely situations </p> <p>By fighting on features, you are adapting to a context where its the </p> <p>others setting the context -&gt; you are going to lose. </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>21 </p> <p>The storytelling approach </p> <p>You are bringing a ship across a hill in the jungle: your effort *deserves </p> <p>to be told*. </p> <p>You product is a free creation, shaped from the learnings you can get </p> <p>from early shipping. </p> <p>The basic point of this marketing technique is simply to tell the truth, and </p> <p>bring it across in its subtlety and complexity. Its useful if what you are saying is not trivial, if there are ideas to be expressed. Articulating your </p> <p>proposal in a story instead of a USP is much more conductive to express </p> <p>it integrally. </p> <p>The MBA typical idea of competitive advantage results empty for this perspective. The union of story and execution is no single competitive </p> <p>advantage. </p> <p> Saturday, March 17, 2012 Story tell your (Software) product </p> <p>22 </p> <p>Using stories </p> <p>Learning from classical storytelling </p> <p>The first point is NOT saying </p> <p>clearly (for you) what you </p> <p>provide, and neither to talk </p> <p>about users advantages. </p> <p>The first point is getting </p> <p>attention and start telling </p> <p>YOUR STORY. </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>24 </p> <p>Unifying power of storytelling </p> <p>Your aim is to create an opportunity for a magic meeting of needs, tastes, choices. You are facilitating </p> <p>it, but you are not the cause. </p> <p>Unifying power of the storytelling approach: if you defined your story, this </p> <p>gives unity to the expression of your idea in different media (see Licorize </p> <p>in the examples). Once you have a story, it becomes easier and more </p> <p>interesting to write articulated connections. And to write other, connected </p> <p>stories touching other fields. </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>25 </p> <p>Unifying power of storytelling </p> <p>You may articulate your idea through many media and means: </p> <p> blog post </p> <p> home page of your site </p> <p> Podcast </p> <p> Video </p> <p> Mockumentary </p> <p> Cards </p> <p> e-book </p> <p> ipad app </p> <p> iphone app </p> <p> generic mobile app </p> <p> Tweets </p> <p> facebook etc. </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>26 </p> <p>Marketing stories </p> <p>Potential customers cannot buy what they cannot name </p> <p>Journalists cannot write about something that has no novelty: youve got to serve them the concepts, the story, the novelty. A new feature is not a </p> <p>novelty. </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>27 </p> <p>Marketing stories </p> <p>Most people resist selling but enjoy buying. </p> <p>If you manage to define the buy situation, </p> <p>victory is in your hands. </p> <p>Well get back to this later. </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>28 </p> <p>Unifying power of storytelling </p> <p>USP get old fast: stories dont. </p> <p>Storytelling supports seriality: it is a wonderful way to put criticism and </p> <p>failures to our use. </p> <p>Like Balsamiq failed release -&gt; visibility and positive remarks. </p> <p>Berlusconi prostitutes -&gt; thats how I am -&gt; heros flaw, adds to heroicity. </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>29 </p> <p>Coherence </p> <p>Having a story gives you a sense of coherence, will </p> <p>also make you stronger against the 2% of skeptics. </p> <p>Alienating the 2% </p> <p>http://sethgodin.typepad.com/seths_blog/2010/11/alienating-the-2.html </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>30 </p> <p>Simplicity </p> <p>Warning: Sun exposure is </p> <p>dangerous </p> <p>To </p> <p>Sun exposure: how to get old </p> <p>prematurely </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>31 </p> <p>How startups can learn to </p> <p>pitch the press </p> <p>http://pietro.open-lab.com/2011/04/08/how-startups-can-learn-to-pitch-</p> <p>the-press/ </p> <p>Some mistakes Brad lists: </p> <p> the 1000 word e-mail </p> <p> lack of a story </p> <p> pitching on Mondays </p> <p> Saturday, March 17, 2012 Story tell your (Software) product </p> <p>32 </p> <p>The importance of a good ending </p> <p>Imagine a coffee machine that when </p> <p>the coffee is ready makes a bright </p> <p>light. </p> <p>People talk &amp; remember endings. </p> <p>http://www.ted.com/talks/daniel_kahn</p> <p>eman_the_riddle_of_experience_vs_</p> <p>memory.html </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>33 </p> <p>Storytelling schemes </p> <p>Base schema for product narration </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>35 </p> <p>Consumers fatal flaw </p> <p>Reading and knowing your </p> <p>audience fatal flaw is the first step </p> <p>in building any marketing strategy. </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>36 </p> <p>Existential myths </p> <p> The myth of salvation </p> <p>Myth of cure </p> <p>Myth of evasion </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>37 </p> <p>Themes for the existential myths </p> <p>Cure/protection rhetoric </p> <p>Power/possession rhetoric </p> <p>Exploration/curiosity rhetoric </p> <p>Auto confirmation/self-celebration rhetoric </p> <p>Negotiation/projectuality rhetoric </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>38 </p> <p>Gossip stories are a GREAT way to </p> <p>see the basic schemes in action </p> <p>(read Barthes Mythologies) </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>39 </p> <p>Examples </p> <p>Balsamiq - http://balsamiq.com </p> <p>The reason for success for a </p> <p>long time escaped me - yes, </p> <p>he told an interesting story of </p> <p>the startup trip but that is not </p> <p>the key. </p> <p>What/where is the narrative? </p> <p>Which is the fatal flaw? </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>41 </p> <p>Balsamiq </p> <p>Fatal flaw: prototyping is hard, and a great </p> <p>source of conflict. More detailed it is, more </p> <p>likely it is to generate conflict. </p> <p>-&gt; Smooth corners: a tool that is easy to use </p> <p>as play, and does not go much beyond play </p> <p>(though it is very useful). </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>42 </p> <p>Balsamiq </p> <p>Messages: </p> <p>We are not working, we are playing </p> <p>The prototype is not definitive </p> <p> Saturday, March 17, 2012 Story tell your (Software) product </p> <p>43 </p> <p>Balsamiq </p> <p>Messages: </p> <p> How can you not love this Winnie-the-Pooh like mockup? </p> <p>The tone of communication is back to draw like when you were a child. Gets tons of tweet loving this. It is a communication strategy built-in the </p> <p>product. </p> <p> Saturday, March 17, 2012 Story tell your (Software) product </p> <p>44 </p> <p>Licorize: our stories </p> <p>I've read I don't know how many times </p> <p>this reaction to Licorize on Twitter: </p> <p>"this is exactly the product I was </p> <p>looking for! </p> <p>This anthropological fit is actually also </p> <p>a construction, a construction of </p> <p>Licorize' storytelling. The perfect fit is </p> <p>felt because the story works, the </p> <p>identification works. Of course just a </p> <p>good story without a high quality </p> <p>product and design would not make it. </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>45 </p> <p>Licorize: our stories </p> <p>We did alienate the 2%: the very first reactions were very bad. Negative </p> <p>review, lacking USP, unclear . How I reacted? I did nothing. I changed nothing. </p> <p>But soon, very soon, the voice that really matters people, many people, appreciated it. The comfort of numbers, and the comfort of </p> <p>competent reviewers. </p> <p>The first 2% is not the real press. </p> <p>The press: they dont react using their Lizard Brain. They look carefully trust them. </p> <p>We didnt do permission marketing. We had a story and the press (which today does not mean paper press) took it and talked about it. </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>46 </p> <p>Licorize: our stories </p> <p>Saturday, March 17, 2012 Story tell your (Software) product </p> <p>47 </p> <p>Theme </p> <p>Major: </p> <p>Auto-confirmation </p> <p>Myth its more salvation than evasion. But introducing playfulness gives ho...</p>

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