storytelling through a conference
TRANSCRIPT
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