Summary of my Master Class / Workshop on Storytelling, Transmedia and Other Trending Topics for students of the MA in Advanced Marketing at Deusto University.

1. Storytelling, Transmedia
& Other Trending Topics
A Workshop for MA Marketing Students
Deusto University | Business School, February 13, 2014
Eva Snijders. Storyteller. CEO at Química visual.

2. Program
1. Intro: A Journey from the XXst to the XXIst Century
2. Marketing and Communication today
3. Systems and Worlds
4. Targets & Avatars
5. Storytelling
6. Transmedia
7. User Experience (UX)
8. Native Advertising, Content Marketing, Brand Content…

3. Introductions
Alright, I’ll volunteer. : )

5. A Journey
st
from the XX
st
to the XXI Century
Century
Century

6. From this:

7. To this:

8. From this:

9. To this:

10. From this:

11. To this:

12. From Impact
To Influence
To Influence

13. Today, we live in a
“hyper” world:
hyper informed
hyper connected
hyper fragmented
hyper fragmented
hyper fragmented

14. “We already have all the information.
Now we need to know what it means.”
Annette Simmons

15. All the trending topics
you’ll see today are part
of our quest for meaning.

16. Marketing and
Communication today

17. From this:

18. To this:

19. To this:

20. Building relationships

21. Building relationships

22. Building relationships

23. Building relationships

24. Systems and Worlds
Or: Story Worlds
Or: Narrative Universes
Or: Why we Need to Understand the World
we (and our Brands!) Live in

25. Harry Potter

26. Harry Potter

27. Axe

28. Dove

29. Oh, wait!

31. Controversy

32. What Unilever could
learn from Tolkien

33. Lord of the Rings

34. Lord of the Rings

35. Lord of the Rings

38. Lego Lord of the Rings (Wii)

39. Targets & Avatars

40. Targets
• Geographic segmentation: Spain, Urban
environments…
• Demographic/socioeconomic segmentation: Male,
30 - 45, above average income, in a management
role, with higher education, single…
• Psychographic segmentation: Non-religious,
values healthy life-style…
• Behavioural segmentation: …
• Product-related segmentation: …

41. Could you write this
“male” a love letter?

42. Could you build a
relationship with him?

43. Avatars / Personas

45. No, not those avatars

46. Avatars
Personas
• From Sanskrit, “incarnation”: ”descent" of a deity
in a terrestrial form.
• Coined in 1985 by Chip Morningstar in designing
Lucasfilm's online role-playing game Habitat.

47. Avatars are Unique
Just like us

48. Let’s Try Again

50. Could you write this
woman a letter?

51. Or build a
relationship with her?

52. Storytelling

53. Storytelling is
so much more than
“telling stories”
“telling stories”
“telling stories”

54. Story is experience
shaped to share
share

55. to me
something that happened
to someone else
or
something I imagine
something I imagine
something I imagine
something I imagine
something I imagine

56. Story makes sense
out of our experience
experience

58. Story Harvesting

59. Story Listening

60. Story Mapping

61. Story Shaping

62. Story Telling

63. Story Questioning

64. Storytelling
Examples

65. Louis Vuitton

66. Hermès

67. Levi’s Go Forth
It's every person's legacy to make the world
more to their liking. Now is our time. Go Forth!

68. Zappo’s

69. Transmedia

70. Transmedia storytelling represents a
process where integral elements of a
fiction get dispersed systematically across
multiple delivery channels for the purpose
of creating a unified and coordinated
[entertainment] experience. Ideally, each
medium makes it own unique
contribution to the unfolding of the story.
Henry Jenkins

71. •
Spreadability
Drillability
Continuity
Multiplicity
Immersion
Extractability
Worldbuilding
Seriality
Subjectivity
Performance
Transmedia principles
Performance
Performance
Performance
Performance
Performance
Performance
Performance
Henry Jenkins

72. Spreadability
•
Spreadability: Stories are compelling enough
to be spread through fan interaction. What
stories do you want to share?
Henry Jenkins

74. Drillability
•
Drillability: Stories inspire deeper
investigation, engaging the fans to explore the
story’s context, and solve intricacies or
mysteries. The Matrix, Lost.
Henry Jenkins

76. Continuity
•
Continuity: Multiple stories exist within the
same defined world, and maintain coherence
and plausibility. Star Wars.
Henry Jenkins

78. Multiplicity
•
Multiplicity: The multiplicity of story
possibilities make a tale more fun or a richer
experience for fans. Star Trek, Pride and
Prejudice.
Henry Jenkins

80. Immersion
•
Immersion: A rich story world pulls us in and
lets us forget ourselves and feel present at the
scene. Harry Potter.
Henry Jenkins

82. Extractability
•
Extractability: What can a fan take away
from the story and bring into their own life?
Note: this can be something tangible (icons) or
intangible (values, a life lesson).
Note: this can be something tangible (icons) or
intangible (values, a life lesson).
Henry Jenkins

84. Worldbuilding
•
Worldbuilding: Each story in a transmedia
franchise contributes to the complexities of the
world in which they take place. Narnia.
Henry Jenkins

85. “Any given component,
like a television show or a comic or whatever
is actually just a window
through which you look
in order to understand this external world.”
in order to understand this external world.”
in order to understand this external world.”
in order to understand this external world.”
in order to understand this external world.”
Geoffrey Long | PM Microsoft

86. Seriality
•
Seriality: A serial keeps us in a story world
longer. Arabian Nights, Dickens.
Henry Jenkins

87. “The Holy Grail will be
to start the story in any portal,
whether it’s your iPad or a book, or a movie or an
online experience, or a game or a theme park;
have that experience continue
in another device…
and then finish on a third.“
.“
.“
.“
.“
.“
Craig Hanna | CEO Thinkwell Group
a transmedia production company that worked on the new Harry Potter theme park in Florida

90. Subjectivity
•
Subjectivity: A transmedia story embraces
the varying points of view of multiple
characters. Dracula.
Henry Jenkins

93. Performance
•
Performance: A transmedia story may
inspire a fan to act.
Henry Jenkins

94. •
Performance
overt: viewers are invited to vote. American Idol.
organic: the invitation to“tele-participation” is
carefully designed to appear natural, assuming that
the fans are already somehow participating with the
show. Canadian teen school drama Degrassi:
obscured: so many unanswered questions or holes
in the story line that a dedicated and intrigued fan
feels required to sleuth out the answers. Lost, The
Matrix.
The Matrix.
The Matrix.
Sharon Marie Ross | Media Researcher | Chicago’s Columbia College

95. Blade Runner ­ The Ending: A Replicant?
(1982) HD

96. •
Immersion: explore the brand;
Innovation: build or repair the narrative of
the brand;
Expansion: build out, enrich and deepen the
fiction, creating franchise bibles and
guidelines;
Planning: strategise a rollout over a period of
time, which utilises multiple media platforms
in concert.
Transmedia process
strategise a rollout over a period of time, which
utilises multiple media platforms in concert.
strategise a rollout over a period of time, which
utilises multiple media platforms in concert.
Jeff Gómez | Starlight Runner Entertainment
strategise a rollout over a period of time, which
utilises multiple media platforms in concert.

97. •
Transmedia types
the narrative spaces covered (location,
characters, time)
the number and relative timing of the
platforms (sequential, parallel, simultaneous,
non-linear)
the extent and type of audience
involvement (passive, active, interactive,
collaborative)
(passive, active, interactive, collaborative)
(passive, active, interactive, collaborative)
Robert Pratten | TStoryteller

98. Transmedia scheme
Robert Pratten | TStoryteller

99. Transmedia
One more sample

101. User Experience (UX)

102. User experience
should be worth
sharing (in story ;-)
sharing (in story ;-)

103. UX
user experience
noun
noun: user experience; plural noun: user
experiences
1. the overall experience of a person using a
product such as a website or computer application,
especially in terms of how easy or pleasing it is to use."if
a website degrades the user experience too much, people
will simply stay away"

104. HOW UX WANTS TO BE SEEN
Field research
Face to face interviewing
Creation of user tests
Gathering and organising statistics
Creating personas
Product design
Feature writing
Requirement writing
Graphic arts
Interaction design
Information architecture
Usability
Prototyping
Interface layout
Interface design
Visual design
Taxonomy creation
Terminology creation
Copywriting
Presenting and speaking
Working tightly with programmers
Brainstorm coordination
Design culture evangelism
HOW UX IS TYPICALLY SEEN
Field research
Face to face interviewing
Creation of user tests
Gathering and organising statistics
Creating personas
Product design
Feature writing
Requirement writing
Graphic arts
Interaction design
Information architecture
Usability
Prototyping
Interface layout
Interface design
Visual design
Taxonomy creation
Terminology creation
Copywriting
Presenting and speaking
Working tightly with programmers
Brainstorm coordination
Design culture evangelism

105. “UX is the intangible design of a
strategy that brings us to a solution.”
Erik Flowers

107. User Experience (UX)
Examples

108. Let’s leave the internet
for a while

109. Back to senses
and sensations
and sensations
smell
taste
sight
hearing
touch

114. ‘Would you tell me,
please, which way
I ought to go from
here?’
‘That depends a
good deal on
where you want to
get to,’ said the
Cat.
‘I don’t much care
where -’ said Alice.
‘Then it doesn’t
matter which way
you go,’ said the
Cat.

115. Native Advertising
Content Marketing
Brand Content
…
…
…
…

116. Native Advertising
You’re more likely to survive a plane crash
than click a banner ad.
Solve Media

117. Native Advertising
A method of advertising
which seeks to provide content
in the context of the user’s experience

118. Native Advertising
Examples

122. Content Marketing
Any marketing format that involves the creation and sharing
of media and publishing content
Content marketing is focused on communicating with
customers and prospects. The idea is to inspire business and
loyalty from buyers by delivering "consistent, ongoing
valuable information"

123. Content Marketing
Examples

127. Brand(ed) Content
A fusion of advertising and entertainment content
Branded content is generally funded entirely by a brand
Branded entertainment is used in events and installations,
film, video games, music, the internet, television….

128. Brand Content
Examples

129. BMW

130. Aston Martin

131. Prada

132. And…:
User Generated Content
UGC
UGC
UGC

133. 90 / 9 / 1

135. Thank you!
Eva Snijders
@evasnijders
eva@evasnijders.com
www.evasnijders.com
+34 609 678 837
Químcia visual
www.quimicavisual.com