IABC14 Presenation on transmedia story worlds for corporate communication. To listen to the audio of this presentation, check out Soundcloud: https://soundcloud.com/meaningbusiness/meaningbusiness-storyworld-presentation-iabc14/s-wtLwN
3. “STORYTELLING” IS
STARTING TO MEAN
DIFFERENT THINGS
Brand story
Founder story
Leadership story
Customer story
Storytelling skills
Narrative
4. STORYWORLD
The shared universe within which the settings, characters,
objects, events, and actions of one or more narratives exist
Peter Von Stackelberg
5. ‘TRANSMEDIA’
Two or more interconnected stories told across two or more
channels which enable participation
6. A NEW TERM FOR AN OLD PRACTICE
WITH A DIFFERENCE…
9. RUMORS OF MY DEATH ARE
GREATLY EXAGGERATED
But the idea of controlling the corporate narrative has
changed…
“STORY”
10. ORGANIZATIONS FACE A DEGREE
OF COMPLEXITY GREATER THAN
EVER
Political
Open
Government
Shift
Social
Occupy
Responsibility
Economic
Collaborative
Consumption
The ‘Bitcoin’
Effect
Technological
MORE NEW
STUFF ALL
THE TIME
24. THE INTERSECTION OF
COMMUNICATION, DESIGN AND ‘PLAY’
• Personas as a tool manage complexity
• Better audience segmentation
• Building experiences rather than messages
• The ‘choose your own adventure’ model
• ‘Leveling up’ – the role of acquired experience
• Save points
27. WHAT WOULD YOUR CORPORATE
STRATEGY SOUND LIKE AS A
STORYWORLD?
• The genre and theme
• Industry and purpose
• The forces in opposition
• Competition, problem, challenge or issue
• The goals and stakes
• What does success mean?
• A unique combination of events
• What things need to happen?
• The essence of the experience
• What are the key elements of the culture, values and EVP
• The trigger
• The MOST IMPORTANT THING – WHY IS THIS
IMPORTANT?
28. SOME NEXT STEPS
How can you frame the ‘storyworld’ of your organisation?
What is the story for your employee segments?
What is the dramatic question at the heart of your strategy?
How can employees co-create this?
What will be different for your use of channels and media to
make use of them in a transmedia setting?
29. THANK YOU ---- Q&A
For a full list of resources
and templates please visit
meaningbusiness.com.au
Hinweis der Redaktion
We are here at a communicators conference because we are kind of into story.
We get that stories are our human currency, that they are how we transmit knowledge with context and meaning.
But like anything that is successful, it gets popular, and it morphs and adapts.
Content marketers love to say anything is a story.
I’m going to try to simplify things by making them more complicated for a moment.
Beyond ‘story’
Use the examples of interacting with technology as an example
Authenticity
Trust
Meaning
Engagement
Generational change
(Data supporting each)
Context
Conditions
Rules of play
Core knowledge
How to ‘navigate’ – skills, trade, etc
Objectives, quests, desires, pathways
Context
Conditions
Rules of play
Core knowledge
How to ‘navigate’ – skills, trade, etc
Objectives, quests, desires, pathways
Context
Conditions
Rules of play
Core knowledge
How to ‘navigate’ – skills, trade, etc
Objectives, quests, desires, pathways
Context
Conditions
Rules of play
Core knowledge
How to ‘navigate’ – skills, trade, etc
Objectives, quests, desires, pathways
Context
Conditions
Rules of play
Core knowledge
How to ‘navigate’ – skills, trade, etc
Objectives, quests, desires, pathways
Context
Conditions
Rules of play
Core knowledge
How to ‘navigate’ – skills, trade, etc
Objectives, quests, desires, pathways
Context
Conditions
Rules of play
Core knowledge
How to ‘navigate’ – skills, trade, etc
Objectives, quests, desires, pathways
Context
Conditions
Rules of play
Core knowledge
How to ‘navigate’ – skills, trade, etc
Objectives, quests, desires, pathways
Role of the ESN
Mashups
Memes
What resources are available for ‘remixing’ in your organisation