cwc social story business & you web 2.0
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Social, Storytelling, Business & You: How to Adapt to a Web 2.0 World
CWC Strategic Digital Leadership Accelerator
Siobhan O’Flynn, PhD. OCADU Nov 2 2012
great storytellers - why?• personal anecdote
• emotional resonance
• connect with audience
• themes are memorable
• describes an experience
Multiple Screens• consider context of
use
• design for one or many
• design for distinct affordances
Context is now
• consider context of use
• design for one or many
• design for distinct affordances
Context is now
WHICH IS FIRST SCREEN?
Multiple Screens
The quantifiable measures also illustrate the phenomenal success on the US$1.2 million shoestring budget;
• Estimated media coverage is valued at US$165 million. Global news coverage was from CNN stories to BBC documentaries, and Time magazine articles and everything in between.
• The campaign has reached a global audience of over 3,000,000,000 through online and offline media coverage.
• 34,684 one-minute video job applications from 197 countries were uploaded. At least one person from every country in the world applied.
• Over 475,000 votes were cast for Wild Card applicants.
• Website stats of 8,001,900 unique visits, 53,889,455 page views with an 8.25 minutes average time spent on the site demonstrate the stickiness of this concept.
• A Google search for “best job in the world island” achieves about 43,603 news listings and generates 231,355 blogs.
• A multitude of independent social networks have been established carrying masses of new digital content on the Islands of the Great Barrier Reef.
The Best Job in the World$1.2 million budget
http://www.iab.net/media/file/Sample_Case_Study.pdf
1. make it believable
2. It’s not how much you spend
3. Focus on content, not traffic
4. Create an inherent reason for people to share
5. don’t underestimate the power of content creators
6. Give your promotion a shelf life
6 lessons
http://www.fastcompany.com/1308374/6-lessons-best-marketing-campaign-ever
W!b 2.0
• networked intelligence
• communities of interest
• sharing vs. commercial economies
• participatory media
Context is now
M2M & DIWO
social connectivity...
social connectivity...
‘Kotex first looked through thousands of women’s pinboards in search of 50 power users with a large number of engaged followers on Pinterest who could be future Kotex customers. They then studied the 50 women’s boards to get a better understanding of some of the things they are passionate about. After the analysis, they created custom gift boxes for each woman filled with goodies they believed would resonate with them. I would estimate they invested between $50 and $100 per gift box.
The surprise gifts created the response Kotex had aimed for in almost all 50 women. They chatted online about Kotex and shared images and stories about their customized and unexpected gifts on Pinterest, which then further extended the campaign into a wider community.
When the case study video was posted on YouTube, Kotex had 2,000 interactions between the 50 women and their friends and almost 695,000 generated from the campaign.’
M2M & DIWO
http://www.casestudiesonline.com/kotex50/
M2M & DIWOThe surprise gifts created the response Kotex had aimed for in almost all 50 women. They chatted online about Kotex and shared images and stories about their customized and unexpected gifts on Pinterest, which then further extended the campaign into a wider community.
When the case study video was posted on YouTube, Kotex had 2,000 interactions between the 50 women and their friends and almost 695,000 generated from the campaign.
http://www.casestudiesonline.com/kotex50/
what’s is your company’s story?
• define the essence of your story in one sentence
• define the core values of your company
• what does your company stand for?
what’s is your project’s story?
• define the essence of your story in one sentence
• define the core values of your project?
• what does your project stand for?
• now flip this story and think of it from your user/client/audience’s pov
• how can you design an experience that could communicate this story & values?
Transmedia stories are those which ‘unfold across multiple media platforms with each new text making a distinctive and valuable contribution the whole.’
Henry Jenkins, Convergence Culture 2006
Transmedia • A STORY & A STORYWORLD
• TRANSMEDIA, NOT CROSS-PLATFORM
• BLURS THE FOURTH WALL
• DIGITAL & PHYSICAL COMPONENTS
• PARTICIPATORY EXPERIENCES
• SCARCITY VS ABUNDANCE
• AUDIENCE DRIVEN NARRATIVE
• STORIES COMMUNICATED VIA UNEXPECTED MEANS
• BUILT-IN GAME MECHANICS
story/storyworld
engagement strategy
integratedplatforms
experiencedesign
Transmedia Design5D Design
Transmedia Strategy
dimensionsofdesign2d: lives in the x-y axis including
3D: lives in the x-y-z axis with products & platforms
4D: adding human engagement adds systems, interactivity & experiences
5D: designed over time
= 5D designSami Nerenberg
http://www.core77.com/blog/articles/dimensions_of_design_by_sami_nerenberg_18914.asp
Experience MappingTr"#$%!&'"
entice extendenter exitengage
http://innovationcreation.us/content/ConiferExperienceMaps.pdf
Conifer Research
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future unpredictability
past predictability
transmedia & foresightingexperience design: variables
http://www.youtube.com/watch?v=EJpSqeQbh4o
System of InvitationsTr"#$%!&'"
http://www.youtube.com/watch?v=EJpSqeQbh4o
Tr"#$%!&'"
Designed for Participation
http://www.youtube.com/watch?v=EJpSqeQbh4o
Tr"#$%!&'"D!$'*#!& "$ " S.$/!% +f P0$'b')'/'!$ b"$!& +# A$$-%(/'+#$ +f
Pr!&'1/'v! H-%"# B!,"v'+-r
a new normal
participatory
many to many
gifts not viral
collaboration
philanthropy
shared value
civic engagement
vs. slactivism
Choco-locate Case Study www.tmcresourcekit.com
Siobhan O’Flynn, PhDCFC Media LabUniversity of Toronto
sioflynn@gmail.com@Sioflynnsiobhanoflynn.com
thank you
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