Transmedia Storytelling as a Content Marketing Strategy

2013 Integrated Marketing Forum

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Transmedia Storytelling""" Dr. Pamela Rutledge Media Psychology Research Center @pamelarutledge

Dr. Pamela Rutledge | Transmedia Storytelling 2

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Transmedia Storytelling will ""the way we create brand value

transform


Power of Storytelling +

Awesomeness of Technology

Why?

5

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Dr. Pamela Rutledge | Transmedia Storytelling

SOCIAL NETWORKING

MICRO-BLOGGING

PUBLISHING

PHOTO-SHARING

AUDIO

VIDEO

LIVE-CASTING

RSS MOBILE

CROWD-SOURCING

VIRTUAL WORLDS

GAMING

VOICE & MESSAGING

AGGREGATORS

SEARCH

BRAND


Yes Yes

Yes Yes

Yes Yes

Yes Yes Yes

Yes

Yes

Yes No


Content Drives Device Choice

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Transmedia Storytelling is a coordinated story experience told

across multiple media platforms

with the audience’s help


Transmedia Storytelling

Story •  Unfolds across different media platforms •  Each platform adds something unique and

valuable •  Each piece motivates the user to seek out the

others

Audience •  Multiple points of entry into the story •  Designed for participation and content creation


Transmedia Storytelling Adjective!

Noun!


Why Story?


1 Stories are the fundamental building blocks of the brain


2Stories engage emotion and reason


3Stories get our attention and make things stick


4Stories create trust through shared experience


5 Stories deliver big ideas with few words


6Stories sneak your ideas into the audience’s mind


A Good Story

•  Purpose

•  Emotional Engagement

•  A Hero

•  Catalyst

•  Conflict

•  Transformation

•  Resolution

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•  Purpose: Inspiration & empowerment

•  Problem: Internal barriers to winning

•  Goal: Winning •  Protagonist/Hero:

You •  Antagonist:

Psychological fears •  Guide:

•  Transformation


Nike: Goddess of Victory

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12 Core Archetypes

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ACHIEVEMENT

STABILITY

INDEPENDENCE & FULFILLMENT

BELONGING & ENJOYMENT

Ruler

Outlaw

Hero Magician

Everyman

Lover

Jester

Caregiver Creator

Innocent

Sage

Explorer


Transmedia Isn’t New


Who’s in Charge?

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Dr. Pamela Rutledge | Transmedia Storytelling Source: tstoryteller.com


Transmedia Story: The Matrix

Traditional Path

Transmedia

Traditional Path

Transmedia


Main Story Anchor: Novel

Pig 1: Website

Pig 1: Anime Super Pig

Wolf: Website

Wolf: Ning Network for Team Wolf

Pig 2: Twitter Dialogue

Pig 3: Cooking Blog

Pig 3: YouTube Videos

Pig 3: Cookbook

Pig 3: Fan Page

Transmedia Story: The Three Little Pigs

Sequels

Pig 2: Pinterest Board

Wolf: Vine

Main Website

Expansion 1

Expansion 2

Expansion 3


Anchor: Stores

Fan Communities

Product Placement

Website: Harley-Davidson.com

@harleydavidson

Facebook

Harley Channel

Transmedia Story: Harley Davidson

Logo Wear

Live Events

Fan Pages & Videos

Organized Rides Museum

Online

Offline

Consumer Created


Bridging Online with Offline

Source: Adapted from Robert Pratten, tstoryteller.com

Online content strategy designed to create conversations and promote real world events"""Offline event strategy designed to create online conversations and encourage product trial"






Anchor: Website

Stores

@TOMS

Facebook

TOMS Channel

Transmedia Story: TOMS Shoes

Shoe Drops

Fan Created Content

Style Your Sole Parties

Day Without Shoes

@BlakeMykowskie

Google+

Online

Offline

Consumer Created


•  Protagonist •  Antagonist •  Conflict •  Goals






Transmedia Story: Jay-‐Z


Fans Carry the Brand Story

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Stories that Violated the Brand

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Transmedia Development: Fundamentals

What is my brand story?

Who is My Audience?

What story do I want to tell?

How will I deliver the story?

What kind of audience participation do I want or

need?

How will audience participation effect

the story over time?

Source: Adapted from tstoryteller.com


Design Process: Audience Focus

Experience Design Story Integrated

Platforms Engagement

Strategy

Source: Adapted from Siobhan O’Flynn http://www.slideshare.net/sioflynn


Plan for Levels of Engagement

Attract Discover Experience Explore

GROW CONSUMER ENGAGEMENT

Attract attention and create anticipation

Provide signposts for context that can guide consumers to other experiences within the brand story

Develop easily shareable content, such as symbols or rituals and engage all the senses to strengthen connection

Provide multiple channels and gaps for exploration; create social bonds and reminders to keep consumers motivated and connected

Source: Adapted from Siobhan O’Flynn http://www.slideshare.net/sioflynn


Effective Brand Storytelling


Story Opportunities Unexplored


Transmedia Checklist

ü Identify and craft the essential story

ü Know your audience

ü Expand the story into smaller narratives that fit different platforms

ü Design for participation

ü Entice by creating gaps and mysteries

ü Respect your audience

ü Collaborate in-house and with customers

ü Extend, adapt and share


Above All: Be True to the Story

2013 Integrated Marketing Forum Presented by: Dr. Pamela Rutledge

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[email protected] www.pamelarutledge.com @pamelarutledge