Guest lecture ibis vtm-htro

“Tell me and I'll forget; show me and I may

remember; involve me and I'll understand.”

René Boonstra • @creatiekracht • www.reneboonstra.nl Research Group Digital World • Hogeschool Inholland

Transmedia storytelling as a strategic communication method

Contents

Part 1 Transmedia storytelling is about participation

and interaction

Part 2 Transmedia storytelling as a communication tool

Part 3 How important is the conversation to achieve communication goals, when using transmedia

storytelling?

Conclusions Strategy, engagement and conversation

Excercise

Contents

Cinderella 2.0 Transmedia Storytelling

https://www.youtube.com/watch?v=CP-zOCl5md0

Communication needs a good story

Tell a story that appeals to the public

Part 1

Transmedia storytelling is about participation

and interaction

Part 1


A strong transmedia concept encourages participatory public

behavior

The content should be sufficiently fascinating to encourage participation in the story

Transmedia storytelling links up with our need to be challenged

with inspiring stories

With transmedia storytelling you give the public the tools to

manipulate stories and involve themselves in the context of the

story in an authentic way

Transmedia storytelling is basically telling a story through

multiple media channels

The contribution of the public to the development of the story is

essential for the connection, and effectiveness

Transmedia means that media platforms are used to

complement each other from their medium-specific strength

Transmedia storytelling creates a storyworld with

different entry points

Product and communication flow into each other using

transmedia storytelling

The connection between product and communication is achieved

through relevant content

Harry Potter Transmedia Storytelling and Collaboration

http://vimeo.com/57111424

story

media platform

media platform

media platform

Indira Reynaert 2009


Participatory culture

Henry Jenkins

https://www.youtube.com/watch?v=ibJaqXVaOaI

A culture in which private persons (the public) do not act as

consumers only, but also as contributors or producers

(prosumers)

In participatory culture young people creatively respond to a

plethora of electronic signals and cultural commodities

Relatively low barriers for engagement

Strong support of sharing creations with others

Informal mentorship

Members believe their contributions matter

Care what other people think about what they have created

All members must believe they are free to contribute (and that their

content will be appropriately vallued)


Transmedia storytelling is more than just sharing funny

movies and facebook messages

Transmedia storytelling forces you to translate your identity

or product in a good story that is worth talking about

Part 2

Transmedia storytelling as a

communication tool

Part 2


When tracking multiple channels of a transmedia

story the perception of that story will be more intense

An underlying message will be transferred more

efficiently

Your audience should be able to identify with characters

in the story

Identification ensures a long lasting relationship

With compelling storylines through various media channels, you can

influence knowledge, attitude and behavior of your target audience to

finally achieve communications goals

The key to transmedia storytelling is that each media platform within a story

is used in such a way that medium-specific features are fully exploited

When a target group is divided in several layers of involvement then for every layer a story adaptation

can be made to reach it

You can reach both the audience that wishes to stay passive as well

as the audience that wishes to actively participate in a story

Engagement of your audience is essential to spread a transmedia

story effectively

In order to achieve that engagement you look for the added value that a

medium can give a story

Dela case study

https://www.youtube.com/watch?v=BHJvuwZdlZ4


Low participation threshold

High participation treshold

Platform sPlatform selection based on participation possibilities

Actively involved

Passively involved

Required public

involvement

transformation to next story adaptation

transformation to next story story adaptation

KNOWLEDGE ATTITUDE BEHAVIOR

Media platform

Media platform

Media platform

Low participation treshold

Passively involved

KNOWLEDGE

Average participation treshold

Average involvement

ATTITUDE


Actively involved

BEHAVIOR




Actively involved

Passively involved

Required public

involvement




Transmedia storytelling as a communication method provides

many opportunities

The power of a transmedia approach lies in the fact that

content can focus on both a passive and an actively involved audience

Part 3

How important is the conversation to achieve

communication goals, when using transmedia storytelling?

Part 3


A communication concept related to a good story with a transmedia strategy creates

richer communications

Authenticity largely determines the intrinsic motivation for

consumers to talk about a story

You need to induce the public to talk about your

message as a brand

Conversation about a story is needed to spread the message

and it may evolve into new forms of co-creation

Your audience must be sincerely motivated to talk about your brand

or product

The motivation to talk about a message is established when the audience can

identify itself with it

A strong foundation of your brand is essential to approach

the outside world sincerely and transparently using storytelling

The audience should be moved by you story and

given every possible opportunity to engage in it

Tell a true story about your brand and facilitate a valuable

conversation both online and offline

By curating content strategically you guard the authenticity of a story so that the core remains

strong enough to stay convincing

Freshers casevideo (Feuten)

http://youtu.be/Ww5OcOTkRdU

Brand identification

Positive conversations

Postive perception

LIFT

PURCHASE

RECOMMEND

IDEALIZE

Steven van Belleghem 2010

Positive conversations

Positive perception

LIFT

PURCHASE

RECOMMEND

IDEALIZE

Steven van Belleghem 2010

Brand identification

Brandidentification

Feuten (Freshers) as a unique brand

LIFT

Stories around the !student union

A virtual student union

as an exclusive platform

Positive conversationsconversations

Online conversations related to the virtual student union

Positive perception

Ambassadors

Conclusions

Strategy, engagement and conversation

Conclusions

1. Transmedia storytelling is a

strategy

Transmedia storytelling provides substantial strategic handles to communicate a story through

effective media platforms

2. The importance of engagement

You give your audience the choice to what extent it wants to engage

in a story

3. Stories that encourage conversation achieve greater effectiveness

Stories retold again by fans who make an active part of the story, make transmedia storytelling an

effective communication tool

Kenau's army of women

https://www.youtube.com/watch?v=Kcrv569IQZY


Passively involved

KNOWLEDGE


Average involvement

ATTITUDE


Actively involved

BEHAVIOR




Actively involved

Passively involved

Required public

involvement




Excercise

Which media platforms belong to knowledge,

attitude and behavior in the following case study?

Excercise

FInal Punishment

https://www.youtube.com/watch?feature=player_embedded&v=blDmrINU2io


Passively involved

KNOWLEDGE


Average involvement

ATTITUDE


Actively involved

BEHAVIOR




Actively involved

Passively involved

Required public

involvement




The end

“Tell me and I'll forget; show me and I may

remember; involve me and I'll understand.”

The end

René Boonstra • @creatiekracht • www.reneboonstra.nl Research Group Digital World • Hogeschool Inholland


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