Social, Storytelling, Business & You: How to Adapt to a Web 2.0 World

CWC  Strategic  Digital  Leadership  Accelerator

Siobhan  O’Flynn,  PhD.          OCADU    Nov  2  2012

concept to story

Theme

Experience

Narrative / Story

great storytellers - why?• personal anecdote

• emotional resonance

• connect with audience

• themes are memorable

• describes an experience

Here? 2000

Or here? 2006

???

great storytellers - why?

story in context

Theme

Experience

Narrative / Story

concept to story

Key?

context... is now social

Multiple Screens• consider context of

use

• design for one or many

• design for distinct affordances

Context is now

• consider context of use

• design for one or many

• design for distinct affordances

Context is now

WHICH IS FIRST SCREEN?

Multiple Screens

context... we expect interactivity

story in action = experience

Theme

Experience

Narrative / Story

concept to story

Key?

context... we hope to be surprised

context... we expect to create

The quantifiable measures also illustrate the phenomenal success on the US$1.2 million shoestring budget;

• Estimated media coverage is valued at US$165 million. Global news coverage was from CNN stories to BBC documentaries, and Time magazine articles and everything in between.

• The campaign has reached a global audience of over 3,000,000,000 through online and offline media coverage.

• 34,684 one-minute video job applications from 197 countries were uploaded. At least one person from every country in the world applied.

• Over 475,000 votes were cast for Wild Card applicants.

• Website stats of 8,001,900 unique visits, 53,889,455 page views with an 8.25 minutes average time spent on the site demonstrate the stickiness of this concept.

• A Google search for “best job in the world island” achieves about 43,603 news listings and generates 231,355 blogs.

• A multitude of independent social networks have been established carrying masses of new digital content on the Islands of the Great Barrier Reef.

The Best Job in the World$1.2 million budget

http://www.iab.net/media/file/Sample_Case_Study.pdf

1. make it believable

2. It’s not how much you spend

3. Focus on content, not traffic

4. Create an inherent reason for people to share

5. don’t underestimate the power of content creators

6. Give your promotion a shelf life

6 lessons

http://www.fastcompany.com/1308374/6-lessons-best-marketing-campaign-ever

W!b 2.0

• networked intelligence

• communities of interest

• sharing vs. commercial economies

• participatory media

Context is now

M2M & DIWO

social connectivity...

social connectivity...

‘Kotex first looked through thousands of women’s pinboards in search of 50 power users with a large number of engaged followers on Pinterest who could be future Kotex customers. They then studied the 50 women’s boards to get a better understanding of some of the things they are passionate about. After the analysis, they created custom gift boxes for each woman filled with goodies they believed would resonate with them. I would estimate they invested between $50 and $100 per gift box.

The surprise gifts created the response Kotex had aimed for in almost all 50 women. They chatted online about Kotex and shared images and stories about their customized and unexpected gifts on Pinterest, which then further extended the campaign into a wider community.

When the case study video was posted on YouTube, Kotex had 2,000 interactions between the 50 women and their friends and almost 695,000 generated from the campaign.’

M2M & DIWO

http://www.casestudiesonline.com/kotex50/

M2M & DIWOThe surprise gifts created the response Kotex had aimed for in almost all 50 women. They chatted online about Kotex and shared images and stories about their customized and unexpected gifts on Pinterest, which then further extended the campaign into a wider community.

When the case study video was posted on YouTube, Kotex had 2,000 interactions between the 50 women and their friends and almost 695,000 generated from the campaign.

http://www.casestudiesonline.com/kotex50/

design as invitation to engage...

what’s is your company’s story?

• define the essence of your story in one sentence

• define the core values of your company

• what does your company stand for?

what’s is your project’s story?

• define the essence of your story in one sentence

• define the core values of your project?

• what does your project stand for?

• now flip this story and think of it from your user/client/audience’s pov

• how can you design an experience that could communicate this story & values?

http://www.youtube.com/watch?v=EJpSqeQbh4o

Digital Natives & the Myth of ADHD

Or are we looking for good stories?

Attention Fragmentation?

HBO IMAGINE ...scarcity

Transmedia stories are those which ‘unfold across multiple media platforms with each new text making a distinctive and valuable contribution the whole.’

Henry Jenkins, Convergence Culture 2006

Transmedia • A STORY & A STORYWORLD

• TRANSMEDIA, NOT CROSS-PLATFORM

• BLURS THE FOURTH WALL

• DIGITAL & PHYSICAL COMPONENTS

• PARTICIPATORY EXPERIENCES

• SCARCITY VS ABUNDANCE

• AUDIENCE DRIVEN NARRATIVE

• STORIES COMMUNICATED VIA UNEXPECTED MEANS

• BUILT-IN GAME MECHANICS

multiple points of entry

story/storyworld

engagement strategy

integratedplatforms

experiencedesign

Transmedia Design5D Design

Transmedia Strategy

dimensionsofdesign2d: lives in the x-y axis including

3D: lives in the x-y-z axis with products & platforms

4D: adding human engagement adds systems, interactivity & experiences

5D: designed over time

= 5D designSami Nerenberg

http://www.core77.com/blog/articles/dimensions_of_design_by_sami_nerenberg_18914.asp

Experience MappingTr"#$%!&'"

entice extendenter exitengage

http://innovationcreation.us/content/ConiferExperienceMaps.pdf

Conifer Research

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future unpredictability

past predictability

transmedia & foresightingexperience design: variables

Western Narrative Structure,Robert McKee’s ‘PLOT” is a system of warnings.

http://www.youtube.com/watch?v=EJpSqeQbh4o

System of InvitationsTr"#$%!&'"

http://www.youtube.com/watch?v=EJpSqeQbh4o

Tr"#$%!&'"

Designed for Participation

http://www.youtube.com/watch?v=EJpSqeQbh4o

Tr"#$%!&'"D!$'*#!& "$ " S.$/!% +f P0$'b')'/'!$ b"$!& +# A$$-%(/'+#$ +f

Pr!&'1/'v! H-%"# B!,"v'+-r

&!$'*# f+r w,"/ (!+()! &+...& w,"/ .+- /,'#2 /,!. %". &+...

In interactive design,people are your medium

Susan Gorbet UX Designer

a new normal

participatory

many to many

gifts not viral

collaboration

philanthropy

shared value

civic engagement

vs. slactivism

Choco-locate Case Study www.tmcresourcekit.com

KISSKeep it Simple Stupid

Less is MoreLess should be

Beautiful Surprising

Memorable

Siobhan O’Flynn, PhDCFC Media LabUniversity of Toronto

sioflynn@gmail.com@Sioflynnsiobhanoflynn.com

thank you