Storytelling and digital media

<digital> storytelling </digital>
(digital) storytelling

are there any questions?

storytelling starts with asking questions and (then)
go on a journey to seek for answers, together with
your audience.
There is a question at the very beginning of every
story.
"Storytelling is the act of bringing home the
discoveries learned from curiosity."
Ben Grazer

(digital) storytelling -> summary
• introduction: how we came to this point, personal story
• Why is digital storytelling important?
• How does digital storytelling work?
• What is the beneﬁt for museums?
• What does it mean for you and your work in a museum?
• Ideation
• How to develop the story and integrate it in a customer
journey
• Implement it in a tour
Storytelling is about the identity and relevance of a museum, for
the audience / visitors and for society. Therefor we need to know
more about this identity, the DNA and the powersource of the
museum. This means the museum as a personality.

<digital> storytelling </digital> What are we going to talk about?
storytelling
why
how
meaning
benefit
narrativity
theory
writing
for digital media
crossmedia /
transmedia
communication
customer journey #1
usability
for education, exhibits, retail, communication, website
value
for museum
audience
city
science
education…
?
your story
participation
customer journey #2
introduction

after my research is done, I will publish
my knowledge in a peer reviewed journal.
From this I make a selection of what you
should also know ...
once upon a time …
#curator
#knowledge
#truth
#authority
#etc.

aren't there easier
ways to share
knowledge?
#amateur
#experience
#communities
#mediocrity
#etc.
Good question! I
will ask the swarm
then media became democratised

can you follow
me?
#amateur
#experience
#communities
#mediocrity
#etc.
I just follow
trending topics
depends on
who you follow
everybody started talking

you know that
gravity is not
just
imagination
we create and tell stories together
That's why I
love science
you mean we
could all fall?
multi-perspective, multi-layered truths

my story?

I love to make museums more engagingI love to make museumsI make museumsI make

I love to make museums more engaging

“I am not interested in
erecting a building,
but in […] presenting
to myself the
foundations of all
possible buildings.” 
Ludwig Wittgenstein
schools
libraries
museums
makers
followers
customers
museum in the making: in the cloud,
reaching out with satellite buildings

back to the questions: Jennifer Brandel
https://www.youtube.com/watch?v=Cmf193gtC-k&feature=youtu.be

Question: What are we going to earn?
#money?
#respect!
#attention!
#relation
#trust
#credibility
#issues
#questions
#insights
= #value
discuss this subject for about 3 minutes with your
neighbour

importance of storytelling for museums
museums as conversations

Very often we try the invite visitors to participate in our
museums. Which is good of course. Yet, it is mainly the
museums that have to participate in society, by sharing their
stories and moreover by listening to stories, issues and
questions in society.
If museums can start conversations about these subjects and
formulate answers together with their audience, they will
become more relevant to their audience.
This way, storytelling might lead to more relevancy.
engagement: museum and society

Why is digital storytelling important?
Jasper Visser: "To address the most important issue first: there is no
such thing as digital storytelling. There’s only storytelling in the
digital age, and frankly speaking this isn’t much different from
storytelling in the age of hunters, gatherers, dinosaurs and ICQ. […]
Digital is not the difficult part in digital storytelling. Storytelling is."
We might instead speak of 'storytelling enhanced by digital
media'. That means, besides knowing how to tell a story (we will
come to that later):
- interactivity in the way we tell stories and listen to them
- co-creation in the way we shape and evaluate the stories
- non-linear structures in the 'storylines'
- crossovers from different types of media and the motivation to
do so (= transmedia)
Museums could benefit from these opportunities, because they are
already fairly good at telling stories and the support of digital media
nables the audience to get involved, become engaged and
participate. In fact this helps the museum to become a social
institute, participating in relevant conversation in society.

<digital> storytelling </digital> digital?
Again, it's about storytelling. Not about 'digital' or technology.
Like there is no such thing as telephone-storytelling or television-
storytelling… Yet the internet, smartphones, television and many
other media give us tools and opportunities to make storytelling
even more engaging.
Jackie Gerstein says: "digital storytelling integrates meaningful
stories with media," and "digital storytelling is a form of
narrative expression that is crafted into a media production." 
There are 5 key elements in 'digital' storytelling:
1. Define meetingplaces, transfers, conversations, (‘active
communities’)
2. Support real life connections and relations (combine virtual
and physical).
3. It is about the audience, not about your marketing or
technology.
4. Focus on genuineness and authenticity
5. Provide unexpectedness and fun.

<digital> storytelling </digital> digital: big names (but hardly any women)

storytelling ≠ knowledge exposure
a lot of text
but hardly
any story

#text
#context
#knowledge
#objects
#intangible
#oral
#history
#value
#experience
#game
# …?
Telling history ≠ spelling history
http://i.ebayimg.com/00/s/MTIwMFgxNjAw/z/8r4AAOSw3ydV6yPO/$_3.JPG

Storytelling = using imagination, experience,
knowledge… and curiosity
http://jalopnik.com/5854568/amazing-pictures-of-an-outdoor-russian-car-museum/

imagination vs. fantasy

storytelling, try to be true
#network
#innovation
#connectivity
#exchange
#adaptability
#swarm
#share
#credibility
#tastemakers
#audience
#relations

telling history? Connectivity
Metcalfe's law:
n(n − 1)/2
also counts for
digital
1
5
10
12
66
500
124750

telling history? excentricity
we're
here
This is where
it happens!
Think excentric! contribute to
important issues, trends, networks,
startups, dare to distinguish

storytelling is drama
"drama is
anticipation
mingled with
uncertainty"

what is happening?

- Stories can enable us to find similarities between ourselves and
others, real, virtual, imagined…
- Stories can confirm a truth that enhances our sense of who we are
as human beings, to confirm stories of who we are (we all want
confirmation that makes sense of our lives)
- Stories can let us care about - really emotional, intellectual,
aesthetic - things that are valuable for us; there is no one you can't
love, once you've heard their story
- ensure there is a constant directive, a road map, a route that
includes the central theme
- give your audience not 4, but 2 + 2. Encourage the urge to finish the
story, to help, to care, to fill in ...
- stories have to contain the most important ingredient: surprise
- Stories can bridge the boundaries of time, they can connect the
past, the present and the future. Stories can connect. museums
should connect.
The power of stories

<digital> storytelling </digital> who's story? no single story? new identities

<digital> storytelling </digital> true and fair stories to beleive in

Why storytelling? Oral history and inclusion
storytelling (and listening) means cocreating our heritage

Why storytelling? Crowd sourcing for a purpose
crowdsourcing 'stories' means building relations

Why storytelling? Co-creation
defining and refining identity

defining and refining identity
Why storytelling? Personal and local

<digital> storytelling </digital> Why digital? the L.I.S.T. model
( r e a l ) T i m e /
m o m e n t
S o c i a l
I n t e r a c t i o n
( m e t a )
I n f o r m a t i o n
/ I n t e r f a c e
( p o s i t i o n )
L o c a t i o n /
P l a c e
meetings
stories
e x p e r i e n c e s
c o n v e r s a t i o n s

The dimensions of time and space were in crisis at the end of
the 20th century. There was the acceleration of transport and
information but not widely access to it. Internet is the answer to
this crisis and therefore so successful.
Digital interaction has transformed the archaic dimensions
Space and Time into operational interaction in which
information, position and Time/ moment are aligned. These
STIP (LIST) dimensions are mutually reinforcing; from Google
Earth and Layar to Foursquare and TomTom.
Digital interaction makes the Here and Now for all of us to an
emotional dimension that can be experienced and
operationalized. From the Now man builds his world. The man
who originated a spatial entity has media at his disposal which
he can connect him to the world, can help him build this world
and influence it from there and then.
Johannes Bongers (Bureau S.) 2005
Why digital? the L.I.S.T. model

Significant value of storytelling
value exchange, value (co)creation
Aesthetic Value
Historic Value
Scientific Value
Social Value
Nature of Significance
Degree of Significance
Rarity
Representativeness
The Assessment Criteria for Cultural Heritage Significance

value exchange, value (co)creation
Why storytelling?
• do we have the capability of delivering this, according to our
assets and our existing content?
• will it deliver on organisational priorities to grow revenue, reach
and reputation?
• will users love it? (or people, as they’re commonly known).
users love it,
it meets their
needs
fits with the museum
(core text/powersource)
grows revenue
and reputation
YES! http://www.vam.ac.uk/blog/
digital-media/thinking-small-
how-small-changes-can-get-
big-results

http://www.citejournal.org/vol10/iss1/languagearts/article3.cfm
telling history?

telling history?
http://edtechteacher.org/8-steps-to-great-digital-storytelling-from-samantha-on-edudemic/

http://www.slideshare.net/mungo13/writing-narratives?related=2
working on narrativity

www.slideshare.net/nightkitcheninteractive/is-it-working?qid=dc5a64dc-567e-49b9-b8a7-20bddcd10954&v=qf1&b=&from_search=4
from identity to storytelling

<digital> storytelling </digital> 6 x L ( 3 x 2) x L
Loose
Listen
Like-wise
Learn (lifelong)
(L.A.T.) relations
be Loved
Loyalty And Trust

<digital> storytelling </digital> What are we going to talk about?
storytelling
why
how
meaning
benefit
narrativity
theory
writing
for digital media
crossmedia /
transmedia
communication
usability
for education, exhibits, retail, communication, website
value
for museum
audience
city
science
education…
?
your story
participation
customer journey
introduction

“Narrativity is a term that describes the degree
of ‘storyness’ of a text.” (not of an object, or a (historic)
person, site or event?)
narrativity

the narrator and his changing role

matter of perspective
standpoint and focalisation

space and possibility to cross borders (philosophicly)
How can stories be folded onto physical
space in order to create memorable
human experiences and produce places
that have distinct identities? 
How can theories of space and theories of
narrative inform each other? How can
physical and virtual worlds be combined,
to produce multi-sensory environments?
Where is the agency and who or what are
the actants? What is the role of user
participation? How can narrative
environments address social, economic
and environmental sustainability?
narrativity in context (of location)

communication between the duration of the telling and the
period of the story being told
duration and period

<digital> storytelling </digital> Your story short
maybe they search for instant identity?
Think about the most precious, famous or
otherwise spectacular object or cultural
heritage you know or own… 
write a tweet about this, in which you
summarise the utmost essence in 140
characters…
example:

How did you use twitter?
For whom was it? did you think of followers or an audience?
Was it a stand alone text, or did it contain a link? Did you
shorten this link?
Did you mention someone?
Was your tweet engaging? How?
Was there dynamic in the conversation?
Did you write (think) intuitively?
Why is this important?
Like you

Be concise
What difference does it make if you live in a pisturesque little
outhouse surrounded by 300 feeble minded goats and youre
faitthful dog…? The question is: can you write?
Ernest Hemingway
How to write for the episodes of your story
Be imaginative
You have to try very hard not to imagine that the iron horse is a
real creature. You hear it breathing when it rests, groaning
when it has to leave, and yapping when it's under way… Along
the track it jettisons its dung of burning coals and its urine of
boiling water; … its breath passes over your head in beautiful
clouds of white smoke which are torn to shreds on the
trackside trees.
Novelist Victor Hugo, describing a train

<digital> storytelling </digital> How to engage with your writings
Be brief
I have made this letter longer than usual only because I have
not had the time to make it shorter
Blaise Pascal, 17th-century philosopher
(Winston Churchill quoted him)
Be direct
I am hurt. A plague o'both your houses! I am sped.
Mercutio in Romeo and Juliet
Be curious, true, thoughtful, interested, generous…
Do you like our redesign? Our intern Marlieke made it in our
MuseumLab!

<digital> storytelling </digital> The art of copywriting
writing is thinking visual (with a small amount of text),
is looking through the eyes of your audience

From museum text to copy
"Communication
is conversation.
Not dictating, but
speaking with.
And listening."

<digital> storytelling </digital> storytelling & crossmedia

<digital> storytelling </digital> The art of involving (through stories
Emotion
Creation
Senses richness
Focus
Repeat
Keep building

mobile [ ]
web ://
broadcast )))
core
text
museum { }
print "…"
App }*
info panel | |
game %%
video ~~~
• crossmedia means reaching out, get people interested, involve and
activate them whith various media that together let your audience
experience (and even co-create) the different layers and episodes of your
'core text' and derivated activities via diverse media & devices.
• the different parts interact via the various media channels and do not
appear all at once. Which means there is no lineair, but a fragmented
'story'.
[ ]
}*
QR [ ]
~~~ ://
{ }
crossmedia structure

crossmedia / transmedia infrastructure
PoI
PoI
PoI
PoI
PoI
PoI
PoI
PoI
PoI

telling history? all parts looseley joined
empowering one identity…
# values
# ambitions
# thought concepts
# beleives
# questions
# challenges
# imagination
# BIG IDEAs
AuGMEnTEd REALITy, ART And TEcHnOLOGy

• The various channels can go the same direction or go
seperated ways and cross each other on (meeting) Points of
Interest (PoI). Where a crossover (many times an event/
exhibition/workshop) might take place.
• The crossmedia approach helps in reaching the audience,
make them interested, get them involved and activate them.
• The various media are chosen because of their mediaspecific
abilities to attract people, inform them on a certain moment
with typical content and to bridge several types of
information and interaction.
crossmedia / transmedia infrastructure

So every type of medium has specific qualifications that can help you with
accomplishing the customer journey, engage the audience, tell the story and
build relations. Some examples:
With television you can reach a lot of people at the same time, it is good for an
emotional impact. People often watch television together, or share their opinion
via the second screen (microblogging, facebook, etc. on their smartphone or
tablet). But you don't know if you reach them and televion is very costly.
A magazine is something you can easily take with you on a couch, in a waiting
room. You can draw on the pages, fold them, tear something out. You don't
have to charge a magazine. But once it is printed, you can not change anything.
There is no possibility to link…
A museum is both a medium itself and a 'hub' for many media, connecting
different stories, information, people. So also use it for the reason of connecting
and offering a meeting place.
Once a person steps to another medium, he/she will be motivated to continue
the journey, if you design it the right way and both the content and activities are
appealing (= transmedia, see Henry Jenkins)
choosing media and combining them

Choice of the medium is about asking yourself all possible questions, starting
with why and how will visitors use it, how often, what is the purpose, what the
interaction will be.
Internet is 24/7, which means it is always on. Another characteristic is that it
easily aggregates different types of media. Like text (via CMS), pictures, video,
ouput from a database, games, blogs… Therefor the main feature of the
internet is still: the hyperlink. People are familiar with the use of a 'personal
computer', even if it is just a screen in your museum.
Not all the screens in your museum are fit for interactivity. You could do a little
survey in your museum to find out how many of them really ask the visitors for
their information, instead of letting them choose between the options you
provide…
If you plan to use a multi-touch screen (table or wall), what would be the benefit
of many hands touching the content at the same time?
Mobile/smartphone is also 24/7 and it is in the hand of the user, very close.
Also close to the friends and photographs on the device. Most important is that
the user takes the device/medium wherever he/she may go. It has gps, camera,
internet, speaker, microphone, gyroscope, text input, etc.
choosing media and combining them

The future will be mobile, whether it is on a smartphone, smartwatch, tablet or
wearable devices. As an indispensible part of the 2.0 museum, mobile supports
the key indices of the museum’s success vis-à-vis its core mission and
responsibility to the public good:
• Relevance: the museum’s responsibility to make its collections, content and
activities meaningful and accessible to the broadest possible audiences;
• Quality: the museum’s mission to collect, preserve and interpret the
invaluable artifacts and key stories, ideas and concepts that represent human
culture and creativity;
• Sustainability: the museum’s enduring obligation to deliver both quality and
relevance to its audiences—forever.
 
(source: Nancy Proctor Mobile Apps for Museums (e-Book: epub version))
mobile / app

a device or technique and even statistics are not that important. Mobility,
content, dialogue / interaction, attention, personality and information on site, are
though.
• exploring the neigbourhood: show the typical places, historic sites, points of
interest, offer information and link to stories in your museum (collection)
• experience/education: what is the impact of the usage? A good time? Offering
entertainment? An unreplaceble experience, something to learn and
remember? Change of behaviour? Is it a game?
• crowdsourcing/involvement: “is the given information right, relevant? Let us
know what you think of it. Do you have anything to add?”
• participation: volunteer, help us to organize the next event, tell your story,
share your picture, bring in your friends or become one of the museum. This is
also about social cohesion/inclusion
• link the heritage information and history sources with a.o. citymarketing,
tourism and leisure.
mobile / app, possibilities and usage

once you have heard their story…

No matter what type of media you choose, it will always be about having
conversations and building relations. Consider your website or social media as a
meeting place for social interaction and engagement.
http://www.vam.ac.uk/content/articles/a/adult-social-inclusion-programme/
again, the customer journey

http://traackr.com/influencer-identification-toolkit/

A1
A3
A5
A4
A7
A6
A8
A2
define the identity & core text
formulate the purpose + ambition
define your followers (who, where)
define the (inter)actions
where is the action, when, how much, how long?
define the (cross)media usage
content (resources)
monitoring, what should be the result (KPI)
organization, who's doing what?
planning
Budget: cost & earnings
define the co-created value
dvelop the customer journey

social (media) engagement, the basis

strategy
strategy
strategy
vision
beckoning power
imaginative + influencing
draw attention / give direction
mission
working power
creating solutions + awareness
problem solving / promise
relation
recruiting power
connecting, behavioral
change, participation
core text that defines
the organization
(Look:)
(,because)
(and so…)
the powersource

vision
beckoning power
mission
working power
relation
recruiting power
core text
core text
core text
1. organization 2. project/
exhibition
3. visitor
perspective
Look
because
and so…
I see
how it
works
it means
to me
from powersource to project in 3 layers

Layer 1: write the powersource of your museum
vision
mission
relation
Try to make a version that is more easy to understand and can be
put in 3 sentences maximum.
Layer 2: write the core text of your museum's story
• visionairy/beckoning power (“look!”)
• missionairy/working power (“because...”)
• relational/recruiting power  
(“and so, that means for you”)
summarize them in one sentence…

Layer 3: write the core text that defines your project
(Look:)
> What do you or does the visitor actually see?
(,because)
> why is this important, how does it work? What is the meaning?
(and so…)
> why should your visitor care? What does it mean to your visitor, how can
the visitor contribute?
Be brief, be imaginative, be true.
Compare those 3 layers.
Do they match?
Do you have to change something?

- Define the core of your story
- Define ingredients, such as characters, situation / location,
storyline, time, dramatic change
- Who is your audience?
- Why do you want to involve them. What do you want from
your audience?
- Which part of the story is suitable for which media? at which
moment? -> make a roadmap
- How and when will they interact?
- How do they get from medium to medium? Why?
- Have fun!
crossmedia / transmedia

1: Quality and Speed means Costs.
2: It’s never as easy as you think it will be.
3: Have a plan or outline for the whole project before you begin.
Know thematic elements as well as the look and feel of a project. And
know when a project ‘ends’.
4: Set the stage so the audience knows what they are committing to
structurally (their time and commitment) as well as the ‘story’
elements.
5: Everything in your transmedia story has a potential barrier to entry.
For example, having to register to use the site, moving across
platforms etc.
6: Everything is a balancing act, for example, between audience size,
audience engagement, audience contribution, accessibility etc. Don’t
make the bonus content — the music, the audio play, the game, and
whatever else I devise — necessary to follow the story.
7: Promote yourself. 
Your own networks aren’t enough. Go where your audience is, to
forums and blogs and news sites and put your stuff in front of eyeballs.
Christy Dena
7 lessons about transmedia stories

http://www.youtube.com/watch?
v=61g72U9ZEsY&feature=PlayList&p=4482DCE2474A1653&playnext=1&playnext_from=P
L&index=6
http://www.youtube.com/watch?v=Mn-vO1mi2eQ&feature=related
http://www.slideshare.net/jgerst1111/digital-storytelling-1303268
http://www.geheugenvanalmere.nl/
http://www.disappearingplaces.net/tags/
http://www.frankwatching.com/archive/2007/03/11/digital-storytelling-de-kunst-van-het-
toevoegen/
http://storiesforchange.net/
http://en.wikipedia.org/wiki/The_Truth_About_Marika
http://www.youtube.com/watch?v=iX_ZJkwvKR8
http://www.brooklynmuseum.org/opencollection/tag_game/start.php
http://blog.programmableweb.com/2009/04/01/hack-the-brooklyn-museum/
http://www.dutchcowboys.nl/events/16338
transmedia storytelling - links

<digital> storytelling </digital> 10 x M ( 3 x 3 + 1)
- (hu)man (make communities personal)
- motivation (passion, involvement, values)
- makers (co-creation, crowdsourcing)
- mix and remix (mash-ups, crossovers, interaction)
- moment (attention, occupation, timing)
- mobility (of ideas, memes/thought concepts and people)
- mark & fame (societal marketing, storytelling)
- meet opportunities (issue surfing, introduction of technical
innovation, topicality)
- measuring (analytics, statistics, marketing)
- medium (besides mediumspecific qualities also style of
medium: reach, interest, involvement, activation)

blog /
facebook /
twitter /
google+
scooop. it!
paper.li
etc.
seminar
expo
site
bieb
event
photo
3D / AR
video
e.g. issuu /
slideshare /
flipbook /
pinterest
curriculum
internship
debate
+ LinkedIn
game
+ best practice
(showcases, project descriptions)
+ knowledge database
(publications, presentations)
+ external sources
stories / knowledge
+ experience / opinion
+ news
(blog , social media)
+ announcements
(events, exhibitions, conferences)
+ node / hub
(social media, contact information)
research
app
mobile
knowledge ecology

in search of van Gogh...
Who is telling / writing?

at the official museum website?
Where to meet your audience?

L.I.S.T.

will they look for shared experiences?
Where are people social?

maybe they search for valuable fun?
just video, or search engine?

maybe people expect to find hem here?
Collecting and recollecting

people may get involved in a playful way
Rehearse, remix and recreate

maybe they search for instant identity?
Share and favorite

how to tell?

from entertainment to serious gaming

from loosing memories to remembrance

co-creation in telling stories

you choose, we show

the art of listening (to chairs)

involving the audience, sharing stories

<digital> storytelling </digital> dutch architecture: museum and AR
stamps tell the stories

discover, learn, play

walking and discovering

3D reproduction and markers: smart replicas

how can we use this value
education
information + knowledge
imagination
website
retailexhibition

Case / discussion

Case / discussion
what kind of media could the Pushkin Museum use
and why?

what kind of media could the State Historical Museum use
and why?
Case / discussion

<digital> storytelling </digital> спасибо за внимание!

Storytelling and digital media

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Storytelling and digital media