remarkable by design: story-led innovation

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Presentation to the World Innovation Convention, Cannes 2013 Robert Pratten @robpratten

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Presentation to the World Innovation Conference in Cannes, France. We argue that advocacy needs to be baked into the design of products and services from the beginning - identifying the moments that create evangelism.

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Page 1: Remarkable by Design: Story-led Innovation

Presentation to the World Innovation Convention, Cannes 2013

Robert Pratten @robpratten

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engage through

intrinsic motivations +

design for

active participation

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Robert PrattenCEO & Founder, Transmedia Storyteller Ltd

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The Internet and Mobile Revolution

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The consumer has moved on

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http://www.survivalcode.com/ Wrigley’s 5 Gum

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Affordable solar LED lighting for rural communities in the developing world

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http://airpi.es/

The AirPi is an automatic air quality & weather monitoring device powered by a Raspberry Pi temperature, humidity, air pressure, light levels, UV levels, carbon monoxide, nitrogen dioxide and smoke level

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CO affects • character’s mood• tone of tweets & blog posts• game difficulty?

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• we have to design experiences that satisfy core human needs

• ie. appeal to intrinsic motivations

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• Significance (special, important, unique)

• Certainty (comfort & control)

• Variety (surprise)

• Connection (love)

• Growth (learning, mastery)

• Contribution (giving back)

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CommunitySignificanceContribution

ComfortGrowthLearningSurprise

ComfortGrowth

LearningSurprise

Fan Fan

Storyworld

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www.ActiveStorySystem.com

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Definition• Requirements

• Goals

• Success Criteria•KPIs, measurement

• Scope•Countries, Territories, Languages, Number of Audience

•Interworking with other companies & technologies

•Timing & duration

•Budget

• Customer

Development• ActSS Define the World•Story, Experience, Premise, Goals, Audience, Platforms, Execution

• One Sheet

• Title, log line, call to action, short synopsis

• Creative direction

• look & feel, tone, mood, age rating, violence, language

• Team

• Risks

• Principal resources

• names and availability

• Principal creative

• Principal technical development

• Inbound: Licensing & copyrights

• Outbound: Franchising, merchandising and licensing

• Community

• management, editorial, legal

• Business Case

Design• ActSS Define the story•Premise, Themes, Characters, Locations, Periods, Objects, Factions, Hierarchies

• ActSS Define the Experience•Gaming, Role-playing, Exploring, Observing

• ActSS Define the Execution•Timing, Events, Platforms, Pacing

• ActSS Write Synopsis

• ActSS Develop

Synopsis into Scenes

• ActSS Design the Engagement

• ActSS Design Interaction

• Platform-specific documentation

• Marketing Communications

• Series synopsis & arcs

• Future stories

• Media assets•Video, audio, image, text, mobile, web

• Events & locations

• Merchandise

• Touchpoints•Owned, Paid, Earned

• Languages, countries, geo-restrictions

• Capacity planning

• Controls

Delivery•ActSS Design Operations

•Editorial & Legal processes, Social media guidelines, Community management, Escalation

•Production

•Implementation & testing

• Audience building & community outreach

•Marketing communications

• Advertising, SEO, paid Search, Seeding, PR, Social media

•Launch

•Operations

•Metrics

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Define the World

• Story

• Experience

• Audience

• Platforms

• Goal1

• Execution

Define the Story

• Premise

• Themes

• Characters

• Locations

• Periods

• Objects

• Factions

• Hierarchies

Define the Experiences

• Goals

• Gaming2

• Role-playing2

• Exploring2

• Observing2

Define the Execution

• Timing

• Events

• Platforms

• Pacing

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5. Write synopsis

• Premise

• Themes

• Characters

• Conflict

6. Develop

Synopsis into Scenes

• Information revealed

• Character development

• Audience quests

7. Design the Engagement

• Personalization

• Actions

• Teams

• Pacing

• Motivations

• Immersion

7. Design the Engagement

• Personalization

• Actions

• Teams

• Pacing

• Motivations

• Immersion

6. Develop

Engagement into Scenes

• Information revealed

• Audience quests

• Character development

5. Write synopsis

• Premise

• Themes

• Characters

• Conflict

8. Design the Interaction

• Platforms

• Media

• Out-of-World

• In-World

• Block diagrams

• User Journey

• platforms

• phases

9. Design the Operations

• Editorial process

• Legal process

• Social media guidelines

• Community management

• Escalation

• Metrics

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What will the audience do? How will they be engaged?

Gaming Role-playing

Observing Exploring

THINK

FEEL

DO

Moral dilemmas, meaningful choices

Role-play,provide building blocks

Reflection, consideration Exploring, discovering

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Tweet #PASSION

Lead a better life - get

connected and help

us build an AppiCiti(www.appiciti.com)

Tweet #WISDOM

Lead a better life - get

connected and help

us build an AppiCiti(www.appiciti.com)

Tweet #REALITY

Lead a better life - get

connected and help

us build an AppiCiti(www.appiciti.com)

Tweet #FREEDOM

Lead a better life - get

connected and help

us build an AppiCiti(www.appiciti.com)

On

line

On

Lo

cati

on

HEAD HEART

EGO SOUL

Transbay “Connected Cities”

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+ Uncertainty A

- Uncertainty A

+ Uncertainty B- Uncertainty B

FutureStory 1

FutureStory 2

FutureStory 3

FutureStory 4

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Original price: $1.

Final price: $88.

http://significantobjects.com

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We sold $128.74 worth of thrift-store junk

for $3,612.51$128.74

Investment

$3612.51Return

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“Life is not measured by the number of breaths we take,

but by the number of moments that take our breath away”

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Taking the consumer on an

emotional journey goes from

moment to moment

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Robert PrattenCEO & Founder, Transmedia Storyteller Ltd

@[email protected]: +44 207 193 4567USA: +1 415 287 4150