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Digital PR Academy - Transmedia Storytelling for PR Brand Communication

Presentation of my master class about Transmedia Storytelling at Digital PR Academy of the ADECEC - Barcelona. (Probably my longest presentation until today).

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Digital PR Academy - Transmedia Storytelling for PR Brand Communication

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  1. Digital PR Academy - Transmedia Storytelling for PR + Brand Communication TRANSMEDIA STORYTELLING MONTECARLO – nov, 13th, 2015

  2. TRANSMEDIA STORYTELLING - Contents ●  INTRODUCTION: WHO AM I ●  What Is (and What Is Not) Storytelling ●  Storytelling & Storytelling ●  Diamond Sutra ●  Storytelling Circle ●  Transmedia Storytelling ●  Stories & Games ●  Every One of Us ●  StoryWorlds & Brand Universes ●  Brand Content, the Next Generation TRANSMEDIA STORYTELLING - Contents ●  INTRODUCTION: WHO AM I ●  What Is (and What Is Not) Storytelling ●  Storytelling & Storytelling ●  Diamond Sutra ●  Storytelling Circle ●  Transmedia Storytelling ●  Stories & Games ●  Every One of Us ●  StoryWorlds & Brand Universes ●  Brand Content, the Next Generation

  3. WHO AM I? ●  Storyteller ●  Filmmaker ●  Transmedia Architect @Imastranger WHO AM I? ●  Storyteller ●  Filmmaker ●  Transmedia Architect @Imastranger

  4. TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Storytelling & Storytelling ●  Diamond Sutra ●  Storytelling Circle ●  Transmedia Storytelling ●  Stories & Games ●  Every One of Us ●  StoryWorlds & Brand Universes ●  Brand Content, the Next Generation TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Storytelling & Storytelling ●  Diamond Sutra ●  Storytelling Circle ●  Transmedia Storytelling ●  Stories & Games ●  Every One of Us ●  StoryWorlds & Brand Universes ●  Brand Content, the Next Generation

  5. WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Telling a story is MUCH MORE than telling a story WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Telling a story is MUCH MORE than telling a story

  6. WHAT IS (AND WHAT IS NOT) STORYTELLING ●  “WRITING is a DANGEROUS BUSINESS” W. S. Burroughs WHAT IS (AND WHAT IS NOT) STORYTELLING ●  “WRITING is a DANGEROUS BUSINESS” W. S. Burroughs

  7. WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Storytelling… IS NOT A CHRONOLOGY WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Storytelling… IS NOT A CHRONOLOGY

  8. WHAT IS (AND WHAT IS NOT) STORYTELLING ●  It is not a chronology ●  Storytelling… IS NOT A (FAIRY) TALE WHAT IS (AND WHAT IS NOT) STORYTELLING ●  It is not a chronology ●  Storytelling… IS NOT A (FAIRY) TALE

  9. WHAT IS (AND WHAT IS NOT) STORYTELLING ●  It is not a chronology ●  It is not a (fairy) tale ●  Storytelling… IS NOT A BORN GIVEN GIFT WHAT IS (AND WHAT IS NOT) STORYTELLING ●  It is not a chronology ●  It is not a (fairy) tale ●  Storytelling… IS NOT A BORN GIVEN GIFT

  10. . WHAT IS (AND WHAT IS NOT) STORYTELLING ●  It is not a chronology ●  It is not a (fairy) tale ●  It is not a born given gift ●  Storytelling… IS NOT A TECHNIQUE

  11. . WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Storytelling is EMOTIONAL COMMUNICATION

  12. . WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Storytelling is emotional communication ●  But… EMOTIONAL IS NOT ENOUGH

  13. . WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Storytelling is emmotional communication ●  But… emotional is not enough ●  STORYTELLING IS A PROCESS

  14. . WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Storytelling is emmotional communication ●  But… emotional is not enough ●  Storytelling is a process ●  STORYTELLING HAS INTENTION

  15. . WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Storytelling is emmotional communication ●  But… emotional is not enough ●  Storytelling is a process ●  Storytelling has intention, NOT MORAL

  16. . WHAT IS (AND WHAT IS NOT) STORYTELLING ●  STORYTELLING IS AN EXPERIENCE

  17. . WHAT IS (AND WHAT IS NOT) STORYTELLING ●  Storytelling is an experience… ●  …ABOUT SHARING EXPERIENCES

  18. . TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  What Is (and What Is Not) Storytelling ●  STORYTELLING & STORYTELLING ●  Diamond Sutra ●  Storytelling Circle ●  Transmedia Storytelling ●  Stories & Games ●  Every One of Us ●  StoryWorlds & Brand Universes ●  Brand Content, the Next Generation

  19. . STORYTELLING & STORYTELLING ●  TACTIC STORYTELLING

  20. . STORYTELLING & STORYTELLING ●  Tactic storytelling ●  STRATEGIC STORYTELLING

  21. . STORYTELLING & STORYTELLING ●  Tactic storytelling ●  Strategic storytelling ●  USE IT WISELY

  22. . TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  What Is (and What Is Not) Storytelling ●  Storytelling & Storytelling ●  DIAMOND SUTRA ●  Storytelling Circle ●  Transmedia Storytelling ●  Stories & Games ●  Every One of Us ●  StoryWorlds & Brand Universes ●  Brand Content, the Next Generation

  23. . DIAMOND SUTRA ●  REALITY IS COMPLEX

  24. . DIAMOND SUTRA ●  Reality is complex ●  TRUTH OR LIE HAVE NO USE

  25. . DIAMOND SUTRA ●  Reality is complex ●  Truth or lie have no use ●  It is only a question of POINT OF VIEW

  26. . TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  What Is (and What Is Not) Storytelling ●  Storytelling & Storytelling ●  Diamond Sutra ●  STORYTELLING CIRCLE ●  Transmedia Storytelling ●  Stories & Games ●  Every One of Us ●  StoryWorlds & Brand Universes ●  Brand Content, the Next Generation

  27. . STORYTELLING CIRCLE

  28. . TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  What Is (and What Is Not) Storytelling ●  Storytelling & Storytelling ●  Diamond Sutra ●  Storytelling Circle ●  TRANSMEDIA STORYTELLING ●  Stories & Games ●  Every One of Us ●  StoryWorlds & Brand Universes ●  Brand Content, the Next Generation

  29. . TRANSMEDIA STORYTELLING ●  FROM PLATFORM TO MULTIPLATFORM

  30. . TRANSMEDIA STORYTELLING ●  From platform to multiplatform ●  HYPERCONNECTED / HYPERFRAGMENTED

  31. . TRANSMEDIA STORYTELLING ●  From platform to multiplatform ●  Hyperconnected / Hyperfragmented ●  FORKING PATHS MEAN TO CHOOSE OPTIONS (and loss control)

  32. . TRANSMEDIA STORYTELLING ●  From platform to multiplatform ●  Hyperconnected / Hyperfragmented ●  Forking paths mean to choose options (and loss control) ●  NEW NARRATIVE & DRAMATIC FORMS

  33. . TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  What Is (and What Is Not) Storytelling ●  Storytelling & Storytelling ●  Diamond Sutra ●  Storytelling Circle ●  Transmedia Storytelling ●  STORIES & GAMES ●  Every One of Us ●  StoryWorlds & Brand Universes ●  Brand Content, the Next Generation

  34. . STORIES & GAMES ●  HOMO LUDENS

  35. . STORIES & GAMES ●  Homo ludens ●  PLAYING STORIES, TELLING GAMES

  36. . STORIES & GAMES ●  Homo ludens ●  Playing stories, telling games ●  SANDBOXES, LARPS and MMORPG

  37. . STORIES & GAMES ●  Homo ludens ●  Playing stories, telling games ●  Sandboxes, larps and mmorpg ●  ROI IS JOY

  38. . TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  What Is (and What Is Not) Storytelling ●  Storytelling & Storytelling ●  Diamond Sutra ●  Storytelling Circle ●  Transmedia Storytelling ●  Stories & Games ●  EVERY ONE OF US ●  StoryWorlds & Brand Universes ●  Brand Content, the Next Generation

  39. . EVERY ONE OF US ●  IMMERSIVE LEVELS

  40. . EVERY ONE OF US ●  Immersive levels ●  UX (User Experience) to US (User Story)

  41. . EVERY ONE OF US ●  Immersive levels ●  Ux (user experience) to us (user story) ●  THERE IS A PLACE FOR EVERYONE

  42. . EVERY ONE OF US ●  Immersive levels ●  Ux (user experience) to us (user story) ●  There is a place for everyone ●  I DON’T LIKE YOUR BRAND, I LIKE MY FRIENDS

  43. . TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  What Is (and What Is Not) Storytelling ●  Storytelling & Storytelling ●  Diamond Sutra ●  Storytelling Circle ●  Transmedia Storytelling ●  Stories & Games ●  Every One of Us ●  STORYWORLDS & BRAND UNIVERSES ●  Brand Content, the Next Generation

  44. . STORYWORLDS & BRAND UNIVERSES ●  PLOT vs. WORLD

  45. . STORYWORLDS & BRAND UNIVERSES ●  Plot vs. World ●  STORYWORLDS

  46. . STORYWORLDS & BRAND UNIVERSES ●  Plot vs. World ●  Storyworlds ●  BRAND UNIVERSES

  47. . STORYWORLDS & BRAND UNIVERSES ●  Plot vs. World ●  Storyworlds ●  Brand universes ●  COMPLEXITY & LIVING NARRATIVES

  48. . TRANSMEDIA STORYTELLING - Contents ●  Introduction: Who Am I? ●  What Is (and What Is Not) Storytelling ●  Storytelling & Storytelling ●  Diamond Sutra ●  Storytelling Circle ●  Transmedia Storytelling: from Platform to Multiplatform ●  Stories & Games ●  Every One of Us ●  StoryWorlds & Brand Universes ●  BRAND CONTENT, the Next Generation

  49. . BRAND CONTENT ●  NO PRODUCT, NO BRAND

  50. . BRAND CONTENT ●  No product, no brand ●  BRAND VALUES IN ACTION

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