Digital storytelling part 2 publishing

Digital Storytelling:
publishing By Pietro Polsinelli @ppolsinelli

2

Who am I

Pietro Polsinelli @ppolsinelli

Blogs: http://pietro.open-lab.com
http://gamamoto.com

E-mail: ppolsinelli@open-lab.com
Story tell your (Software) product Tuesday, March 20, 2012

3

What we did and what we’ll do

Learned that writing can be improved
by feedback.

Begin to understand the power and
weaknesses of storytelling.


4

What we did and what we’ll do

Today we see storytelling in different media.


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The bizarre story of 140 characters

https://twitter.com/#!/RealTimeWWII


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https://twitter.com/#!/brainpicker


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https://twitter.com/#!/Einaudieditore


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The other way round: Flipboard


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Interview on your online presence

What is its
character?


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Your online presence

It is only exceptionally linked to an actual
marketing campaign.


11

Percolating Ziggurat


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The model

People at a step are a set of potential customers who
have a common set of needs or wants or potential to
have new similar needs that reference each other
when making a try / buy decision.

(Adapted from “Crossing the Chasm”)


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Entering the ziggurat

What is the top of the ziggurat composed of?

How do you enter the top of the ziggurat?


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 Start a blog

 A tweet channel

 A page on Facebook

 Tell your friends

 Talk about it at a local event like this


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What I described in the previous slide…

DOES NOT WORK*

* Unless a miracle...

What you need is…


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“That's the press, baby, the press.
And there is nothing you can
do about it.”
http://www.youtube.com/watch?v=FgdE-qPv6kw

You need to

TALK WITH
THE PRESS


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Seems obvious – for many its not so.

The press- its scary.

Win the fear and write.


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Use creativity to replace budgets

To maintain “percolation” (see later) and
diffusion is a continuous battle. That is
why being a startup as a side project
does not work.
You need full time dedication: new
ideas, experiment and flexibility are the
only thing that can beat budgets.


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Fearful because it is (a second) reality check.

Examples from my experience:

Bugsvoice –> Fail

Patapage –> Fail

Licorize –> Passed


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And what IS the press?

A blog with 5000 loyal followers in a field connected to
what you dealing with can be more effective than a
little blurb on Wired.


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Story for the second step

“Resistance from inertia can come from commitment
to status quo, fear of risk, lack of a compelling reason
to buy.”

Again the story idea can help you out of this. Maybe a new story.

With a story you can also define the contest of your competition.
By telling a good story, its you establishing the context.


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Story for the second step

You have to distinguish:

 actions that increase (or create) conversion

 actions that keep you visible - though the two
things are not completely separate


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Permission marketing and more

You can use your story based product & marketing
core to do both permission marketing and also more
traditional, press/blog based marketing.


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After today: marketing

Crossing the Chasm
by Geoffrey A. Tribes
Moore by Seth Godin


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Online marketing preconditions
Un gioco e prodotto, online o meno, può essere decomposto in questi componenti (esempi da Licorize):

1. il sito, che deve essere stabile e indicizzato e avere approfondimenti e un presskit
http://licorize.com/applications/licorize/site/

e trattandosi di un gioco, uno (o più) trailer
http://www.youtube.com/watch?v=Gph_Ha--IlY&hd=1

2. l'applicazione http://licorize.com/applications/licorize/manage

3. la comunità connessa dall'applicazione, interna al "gioco"
http://licorize.com/applications/licorize/manage/people.jsp

4. gli stream sui network sociali:
Twitter stream dedicato: https://twitter.com/#!/licorizenews
Via hashtag: https://twitter.com/#!/search/%23licorize
Pagina Facebook (poco usata):
http://www.facebook.com/apps/application.php?id=133137343406731&sk=wall

5. la comunità di appassionati / utilizzatori, esterna al gioco:
http://community.licorize.com (molto attiva)

6. le notizie sul prodotto -> il blog http://blog.licorize.com/

Nota come la linea grafica è resa uniforme tra i componenti.


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Exercise: The product is a story

Which story does you product tell? Is it
heroic, moving, a thriller, noir? A
redemption story or a apprenticeship
one? A lucky intuition or a hard earned
success?
Compose all this elements in a story:
[write write write]


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Exercise: The product is a story

Try to guess the kind of story that you’d like to tell
through your product and select its essential roles.
 Which kind of story would you like to tell?
 What or whom does it involve?
 Which problem or need it must solve / fulfill?
 What or who is the opponent?
 Which trials it must pass?
 Who is helping and who is hampering?
 How do we know the target has been reached?
 Which other characters appear?


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Exercise: press release

Write a letter to the press – yes in English.


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Exercise: Opponents and needs

Who are your opponents and competitors?

Which is the need you are fulfilling?

Which is the deficiency you are fulfilling?

The desire you satisfy?

The problems you meet?

For each of the above create a character, then try to take their
point of view and tell the story: [write write write]


Digital storytelling part 2 publishing

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