1. “Tell me and I'll forget;
show me and I may
remember; involve me and
I'll understand.”
Transmedia storytelling as a strategic
communication method
René Boonstra • @creatiekracht • www.reneboonstra.nl
Research Group Digital World • Hogeschool Inholland
3. 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
7. Part 1
Transmedia storytelling
is about participation
and interaction
Transmedia storytelling as a strategic
communication method
8.
9. A strong transmedia concept
encourages participatory public
behavior
The content should be sufficiently
fascinating to encourage
participation in the story
10.
11. 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
12.
13. 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
14.
15. 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
16.
17. Product and communication
flow into each other using
transmedia storytelling
The connection between product
and communication is achieved
through relevant content
23. 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
29. 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)
31. 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
33. Part 2
Transmedia
storytelling as a
communication tool
Transmedia storytelling as a strategic
communication method
34.
35. 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
36.
37. Your audience should be able
to identify with characters
in the story
Identification ensures a
long lasting relationship
38.
39. 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
40.
41. 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
42.
43. 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
46. KNOWLEDGE ATTITUDE BEHAVIOR
Low participation
threshold
Required
public
involvement
High participation
treshold
Platform selection based on
participation possibilities
Actively
involved
Passively
involved
transformation
to next story
adaptation
transformation
to next story
adaptation
Media
platform
Media
platform
Media
platform
50. KNOWLEDGE ATTITUDE BEHAVIOR
Low participation
threshold
Required
public
involvement
High participation
treshold
Platform selection based on
participation possibilities
Actively
involved
Passively
involved
transformation
to next story
adaptation
transformation
to next story
adaptation
51. 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
53. Part 3
How important is the
conversation to achieve
communication goals, when
using transmedia storytelling?
Transmedia storytelling as a strategic
communication method
54.
55. 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
56.
57. 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
58.
59. 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
60.
61. 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
62.
63. 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
65. Brand
identification
Positive
conversations
Postive
perception
LIFT
PURCHASE
RECOMMEND
IDEALIZE
Steven van Belleghem 2010
66. Online conversations
related to the virtual student union
Positive
conversations
Positive
LIFT
PURCHASE
RECOMMEND
IDEALIZE
Steven van Belleghem 2010
Brand
identification
Feuten (Freshers)
as a unique brand
Stories around the !
student union
A virtual student
union
as an exclusive
platform
perception
Ambassadors
69. 1. Transmedia
storytelling is a
strategy
Transmedia storytelling provides
substantial strategic handles to
communicate a story through
effective media platforms
70. 2. The importance
of engagement
You give your audience the choice
to what extent it wants to engage
in a story
71. 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
76. KNOWLEDGE ATTITUDE BEHAVIOR
Low participation
threshold
Required
public
involvement
High participation
treshold
Platform selection based on
participation possibilities
Actively
involved
Passively
involved
transformation
to next story
adaptation
transformation
to next story
adaptation
83. KNOWLEDGE ATTITUDE BEHAVIOR
Low participation
threshold
Required
public
involvement
High participation
treshold
Platform selection based on
participation possibilities
Actively
involved
Passively
involved
transformation
to next story
adaptation
transformation
to next story
adaptation
85. The end
“Tell me and I'll forget;
show me and I may
remember; involve me and
I'll understand.”
Transmedia storytelling as a strategic
communication method
René Boonstra • @creatiekracht • www.reneboonstra.nl
Research Group Digital World • Hogeschool Inholland
