transmedia storytelling as a strategic communication method
DESCRIPTION
Part1: Transmedia storytelling is about participation and interaction Part 2: Transmedia storytelling as a communication tool Part3: How important is the conversation to achieve communication goals, when using transmedia storytelling? Conclusions Strategy, engagement and conversationTRANSCRIPT
“Tell me and I'll forget; show me and I may
remember; involve me and I'll understand.”
!René Boonstra • @creatiekracht • www.reneboonstra.nl Research Group Digital World • Hogeschool Inholland
!Transmedia storytelling as a strategic
communication method
Contents
Part 1 Transmedia storytelling is about participation
and interaction !
Part 2 Transmedia storytelling as a communication
tool !
Part 3 How important is the conversation to achieve communication goals, when using transmedia
storytelling? !
Conclusions Strategy, engagement and conversation
Contents
Communication needs a good story
Tell a story that appeals to the public
Part 1
Transmedia storytelling is about participation
and interaction
Part 1
!Transmedia storytelling as a strategic
communication method
A strong transmedia concept encourages participatory public
behavior !
!
The content should be sufficiently fascinating to encourage participation in the story
Transmedia storytelling links up with our need to be challenged
with inspiring stories
With transmedia storytelling you give the public the tools to
manipulate stories and involve themselves in the context of the
story in an authentic way
Transmedia storytelling is basically telling a story through
multiple media channels
!
The contribution of the public to the development of the story is
essential for the connection, and effectiveness
Transmedia means that media platforms are used to
complement each other from their medium-specific strength
!
Transmedia storytelling creates a storyworld with
different entry points
Product and communication flow into each other using
transmedia storytelling
!
The connection between product and communication is achieved
through relevant content
story
media platform
media platform
media platform
Indira Reynaert 2009
Indira Reynaert 2009
Indira Reynaert 2009
Transmedia storytelling is more than just sharing funny
movies and facebook messages
Transmedia storytelling forces you to translate your identity
or product in a good story that is worth talking about
Part 2
Transmedia storytelling as a
communication tool
Part 2
!Transmedia storytelling as a strategic
communication method
When tracking multiple channels of a transmedia
story the perception of that story will be more intense
!
An underlying message will be transferred more
efficiently
Your audience should be able to identify with characters
in the story
!
!
Identification ensures a long lasting relationship
With compelling storylines through various media channels, you can
influence knowledge, attitude and behavior of your target audience to
finally achieve communications goals
!
The key to transmedia storytelling is that each media platform within a story
is used in such a way that medium-specific features are fully exploited
When a target group is divided in several layers of involvement then for every layer a story adaptation
can be made to reach it
!
You can reach both the audience that wishes to stay passive as well
as the audience that wishes to actively participate in a story
Engagement of your audience is essential to spread a transmedia
story effectively !
!
!
In order to achieve that engagement you look for the added value that a
medium can give a story
Indira Reynaert 2009
Low participation threshold
High participation treshold
Platform sPlatform selection based on participation possibilities
Actively involved
Passive involved
Required public
involvement
transformation to next story adaptation
transformation to next story story adaptation
KNOWLEDGE ATTITUDE BEHAVIOR
Media platform
Media platform
Media platform
Low participation threshold
High participation treshold
Platform sPlatform selection based on participation possibilities
Actively involved
Passive involved
required public
involvement
transformation to next story adaptation
transformation to next story story adaptation
KNOWLEDGE ATTITUDE BEHAVIOR
Transmedia storytelling as a communication method provides
many opportunities !
The power of a transmedia approach lies in the fact that
content can focus on both a passive and an actively involved audience
Part 3
How important is the conversation to achieve
communication goals, when using transmedia storytelling?
Part 3
!Transmedia storytelling as a strategic
communication method
A communication concept related to a good story with a transmedia strategy creates
richer communications
!
Authenticity largely determines the intrinsic motivation for
consumers to talk about a story
You need to induce the public to talk about your
message as a brand
Conversation about a story is needed to spread the message
and it may evolve into new forms of co-creation
Your audience must be sincerely motivated to talk about your brand
or product
The motivation to talk about a message is established when the audience can
identify itself with it
A strong foundation of your brand is essential to approach
the outside world sincerely and transparently using storytelling
The audience should be moved by you story and
given every possible opportunity to engage in it
Tell a true story about your brand and facilitate a valuable
conversation both online and offline
By curating content strategically you guard the authenticity of a story so that the core remains
strong enough to stay convincing
Low participation threshold
High participation treshold
Platform sPlatform selection based on participation possibilities
Actively involved
Passive involved
Required public
involvement
transformation to next story adaptation
transformation to next story story adaptation
KNOWLEDGE ATTITUDE BEHAVIOR
Brand identification
Positive conversations
Postive perception
LIFT
PURCHASE
RECOMMEND
IDEALIZE
Steven van Belleghem 2010
Positive conversations
Positive perception
LIFT
PURCHASE
RECOMMEND
IDEALIZE
Steven van Belleghem 2010
Brand identification
Positive conversationsconversations
Positive perception
Brandidentification LIFT
Conclusions
Strategy, engagement and conversation
Conclusions
1. Transmedia storytelling is a
strategy
!
Transmedia storytelling provides substantial strategic handles to communicate a story through
effective media platforms
2. The importance of engagement
!
You give your audience the choice to what extent it wants to engage
in a story
3. Stories that encourage conversation achieve greater effectiveness
!
Stories retold again by fans who make an active part of the story, make transmedia storytelling an
effective communication tool
The end
“Tell me and I'll forget; show me and I may
remember; involve me and I'll understand.”
The end
!René Boonstra • @creatiekracht • www.reneboonstra.nl Research Group Digital World • Hogeschool Inholland
!Transmedia storytelling as a strategic
communication method