EXAMPLES OF STORIFICATION

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MATERIAL FOR TWEET CHAT

12TH APRIL OF 2016

Hi  there!  Looking  for  common  red  thread?    I  am  Anne  from  Tarinakone.  

 I  am  a  pioneer  of  storifica;on  in  Finland  and  have  worked  as  a  story  designer  since  2008.    

 Before  that,  I  worked  nearly  a  decade  in  the  

TV  and  film  industry.    

My  passion  is  storifica;on,  a  new  way  of  storytelling,  where  companies  lead  with  a  story  by  using  story  stages  on  both  digital  and  analog  channels  and  create  service  

experiences  that  have  a  unique  and  memorable  storyline.    

With  storifica;on  you  can  build  service  experiences  that  people  understand  and  love!      

My  book  about  storifica;on  was  published  2014  (By  Talentum  Oyj,  Finnish)  and  received  a  Silver  Feather  award  in  Finland  in  2015.    

P.S. Storification is a creative process of story making, much like we use to make storylines for TV and movies. Applying this process to business is

growing field and organizations employing this method are seeing results.

My vision is that organizations world-wide can experience the potential of using a core story to design services, brands and

experiences that customers know and love.

It’s a big world, so if you have examples of organizations using storification, I would love to hear about them!

Email me at anne[at]tarinakone.fi

Here are a few of my favorite bite-sized examples of storification, or ”story doing”.

You will notice it’s not only about telling a story. It is about letting your customers join

into an experience and truly become co-creators of the story.

You can also check out story doing here: http://www.storydoing.com/idea

 

#storification

@tarinakone

Santa Claus hotel in RovaniemiIncluded a little note in each hotel room

alone with a small reindeer and book about Santa Claus himself. This a simple way the

hotel has used storification. Tourism is one industry in which we see

storification used quite a lot already.

P.S.: Buttons on the elevator at Santa Claus hotel even light up like the nose of Rudolph the Red-Nosed Reindeer.

Read more: http://www.deeplead.com/en

 

#storification

@tarinakone

Couple of years ago at the Nordic Business Forum I met people

from the company Deep Lead. With the help of small aeroplane,

representatives could tell the entire story of their service offering, customer

experience and values. That sure was a ”storified” way to leave a lasting

impression!

Read more at: http://www.mymodernmet.com/profiles/blogs/airbnb-van-gogh-bedroom

 

#storification

@tarinakone

Storifica;on  can  also  use  analogies  from  literature,  art  or  film.  

 In  this  way  we  can  create  experiences  that,  on  a  metaforical  level,  speak  to  

the  memories  and  emo;ons  of  customers.    

Popular  culture  can  be  used  as  a  playground  for  designing  services  that  

engage.    

Chip Conley has used the basic ideas of storification in his work on creating successful hotel concepts.

This is how he describes it:

“What I started to learn was that each time we created a hotel, if we created a personality that defined the hotel, and it was a very soulful, holistic personality, we found that people fell in love with the hotel,” said Conley. “Then they shared that love with their

friends…. We grew into a $250 million a year company and we spent less than $50,000 a year in advertising.”

Read more on article here:http://skift.com/2013/11/11/airbnb-hospitality-guru-explains-

hospitality-to-travel-bloggers/#1

Read more at: http://www.nydailynews.com/new-york/pirate-themed-ct-scanner-helps-new-york-city-kids-find-

calm-waters-tests-article-1.1435876

 

#storification

@tarinakone

Storification can make a traditionally unpleasant experience a bit more

comfortable and easy for your customer. It might even be able

to add a splash of fun.

Read more about Eventio: https://

www.facebook.com/eventiocom

 

#storification

@tarinakone

Even;o  company  owners  explored  the  jungle  of  the  event  organizing  industry  and    adopted  this  signature  Tiger  that  is  now  always  at  the  side  of  the  event  

organisers.      

Both  the  character  and  its  story  are  used  as  a  guide  for  customers,  

both  on  social  media  and  in  live  mee;ngs.    

Ooops,  what’s  there?    

 Oh  my!  It  is  a  liYle  coffee  

cup.      

More  about  LaYe  Cafe:  hYp://

laYecafe.biz/  

 

#storification

@tarinakone

LiYe  cup  of  cafe  is  having  an  adventure  in  Turku,  Finland.    

This  is  a  nice  way  to  create  an  introduc;on  for  your  story-­‐designed  

service  experience.    

This  extra  touch  sure  made  me  no;ce  this  liYle  cafe!  Making  your  customer  

feel  special  is  all  in  the  details.  

http://www.trendhunter.com/protrends/gamified-retail

”By  transforming  the  act  of  shopping  into  a  hands-­‐on  adventure,  retailers  are  providing  a  shoppable  form  of  entertainment,  as  well  as  encoding  a  

strong,  memorable  brand  message  through  the  prac;ce  of  play.”  

 Read  more  here:    

 

#storification

@tarinakone

If you gamify, you also need to storify.

In my mind, gamification and storification kind of like

sisters.

Read more at: http://www.springwise.com/short-story-vending-machines-

public-places/

 

There are many ways to use storification.

And we still need also traditional storytelling in business.

#storification

@tarinakone

Read more at: http://www.adweek.com/adfreak/ikea-lovingly-recreated-these-childrens-drawings-its-new-line-

fundraising-toys-167781

 

#storification

@tarinakone

Lovely creatures and good cause, too.

Can you think of ways this IKEA® project might have

included even more storytelling and storification?

"Each  of  the  An;bo;c  robots  have  names,  

physical  characteris;cs,  and  personality  traits.  

They  are  the  protagonists,  and  their  story  the  conduit  of  knowledge  about  taking  an;bio;cs  

properly."  

Read  more  at:    hYps://medium.com/ideo-­‐stories/the-­‐an;bo;cs-­‐234821e539ea#.c6fc1i65  

 

#storification

@tarinakone

If  customer  experience  and  designing  services  that  are  more  fun  and  engaging  is  important  to  you,  try  your  hand  at  crea;ng  a  story  experience  that  stands  out  and  

engages.    Start  with  liYle  story  doing  and  see  how  your  customers  respond!    

 

#storification

@tarinakone

Storifica;on  is  a  great  tool  for  crea;ng  a  bridge  between  digital  and  analog  channels.  We  need  

storifica;on  to  use  new  technology  in  a  wise  and  produc;ve  way.  

 It  is  a  way  to  create  service  experiences  that  people  understand  and  love!    

I  will  publish  my  free  storifica;on  quide  in  English  at  June  2016.  Stay  tuned!    

 TwiYer    

@tarinakone    

Email  me:      anne[at]tarinakone.fi    

 Follow  storifica;on  method  page  here:    www.facebook.com/  Storifica;onMethod/