what can today's story tellers learn from modern comms agencies (pixel lab 2012)
DESCRIPTION
A presentation to innovative content creators at Power to the Pixel's Pixel Lab in Berlin 2012, who are exploring the role of transmedia story telling in their work. Showing how modern media and creative agencies are innovating in the field. (Detailed commentary on each slide in the notes section).TRANSCRIPT
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What can today’s story-tellers learn
from modern communications
planners?
Stephen Stokes, Strategy Director @StephenStokes
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Applying modern story-telling techniques
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As are other modern agencies
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Let’s go back to the 1950s/60s
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A perfect storm
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Icons, symbols & lifestyle associations
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Condensed stories
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Condensed stories
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Post Millennium
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Start of a new perfect storm
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Re-appraise values
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Become more authentic
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Be honest and more transparent
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Have a generous attitude
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Recognise the need to earn attention
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Do more
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Adopt modern story-telling techniques
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Ten Opportunities
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1. Understand different audience types
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Creators: Make it easy
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Conversationalists: Fresh content to share
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Critics: Exclusive preview
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Spectators: Regular content. Same places
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2. Become a community builder
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Ask: What can you do for your community
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Different approach as community builds
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Create Alliances
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3. Mine social media for insight & inspiration
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Industry tools
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Source: http://blog.socialflow.com
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Source: http://blog.socialflow.com
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4. Operate in real-time
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Operate in real-time
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Operate in real-time
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5. Understand why people share
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New thinking from Henry Jenkins
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Modification
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Modification
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Modification
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Relationship
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Commentary
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Ego - Badging
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6. Always take people somewhere else
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Always leave them wanting more
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Exploring new ways to keep attention
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Exploring new ways to keep attention
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7. Light lots of small fires
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7. Light lots of small fires
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7. Light lots of small fires
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7. Light lots of small fires
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8. Context is king
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Time Mindset Company
Location Scale Environment
8. Context is king
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Environment: Location linked to page in book
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Timing: Post death
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Different scale for different audiences
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Location: Makes victims story more poignant
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9. Monetise via brands
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Scale helps
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Help build authenticity
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Discerning property. Discerning audience
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Freshness to a well-trodden area
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Association with hope / positive outlook
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New territories
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10. Keep an eye on the near future
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0
10
20
30
40
50
602010
2013
2015
* Source Futuresource Consulting Ltd/OFCOM/OECD/OMD
H/Hold
Indiv 15+
Today’s advance tech reaching ubiquity
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|
The Digital Metronome
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Next generation devices and applications
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Summary
1. Different audience types
2. Community builder
3. Mine social media
4. Operate in real-time
5. Why people share
6. Always take people somewhere else
7. Light lots of small fires
8. Context is king
9. Monetise via brands
10.Eye on the near future
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@StephenStokes
Stephen Stokes,
Comms Strategist & Brand Planner