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  • Session Two - Storytelling

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    PTSummer
    24 vizualizări28 pagini
    Overview: In this session we are going to be taking a high level look at some of the fundamental media and communications trends that are core to our business. We’ll discuss the role digital plays in the day-to-day life of a communications professional and end with some practical information on what the digital team does.

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    Overview: In this session we are going to be taking a high level look at some of the fundamental media and communications trends that are core to our business. We’ll discuss the role digital plays in the day-to-day life of a communications professional and end with some practical information on what the digital team does.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    24 vizualizări28 pagini

    Session Two - Storytelling

    Încărcat de

    PTSummer
    Overview: In this session we are going to be taking a high level look at some of the fundamental media and communications trends that are core to our business. We’ll discuss the role digital plays in the day-to-day life of a communications professional and end with some practical information on what the digital team does.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 28

    Session Two:

    Digital Storytelling

    Telling a Great Story


    Screenwriting
    by Richard Walter

    Story > character/dialogue/presentation Structure, structure, structure Beginning, middle, end Dont start before the beginning Gravity: cause and effect The So What? Test

    Telling a Great Story


    If there is a magic in story writing...no one has ever been able to reduce it to a recipe that can be passed from one person to another. The formula seems to lie solely in the aching urge of the writer to convey something he feels important to the reader.

    Telling a Great Story


    If a story is not about the hearer he will not listen . . . A great lasting story is about everyone or it will not last. The strange and foreign is not interesting only the deeply personal and familiar.

    Grab attention Identification Connection Investment

    Nuances of Digital Stories

    Variables

    Substance

    Audience

    Context

    Context

    Expectations

    We need this to go viral! Expectations

    Source & Voice

    Media, Channels, Formats

    Layers & Depth

    Looking for Inspiration

    Examples

    Text
    Web Content Blogs Micro-blogs Emails, texts

    Video
    Shareable Digestible Linear A medium, not a strategy

    UGC
    Leverage networks Users choice Illusion of low effort Cant craft message Cant hide

    Data
    Multi-media, multi-channel Layers & depth Patterns Make complex ideas accessible Everybodys doing it

    Photos
    1000 words Personal Supporting or stand-alone

    Interact
    Non-linear User-controlled Tailored

    And...?
    Location? Augmented reality? QR Codes? What else?

    Applying this to Our Work


    Not every example works for every client Push boundaries, try new things, innovate Think of each example in 1 of 3 ways: Directly applicable Applied technique Aspirational & Inspirational

    Links, questions, etc.


    Periodic Table of Storytelling http://bit.ly/i152lG Manhattan in Motion http://bitly.com/ltbCZD Very Short Story http://twitter.com/veryshortstory Silicon Valley Talent Infographic http://bit.ly/iPXuYf Whale Hunt http://thewhalehunt.org/ Pine Point http://interactive.nfb.ca/#/pinepoint PepsiCo Zeitgeist http://pepsicozeitgeist.com/ McSweeneys http://mcsweeneys.net IRC Blog http://theirc.org/blog Girl Effect http://girleffect.org Facebook Stories http://stories.facebook.com GOOD Magazine Transparencies http://good.is/infographics LA Times Homicide Map http://projects.latimes.com/homicide/map/ Pictory http://pictorymag.com Samsung Corporate site http://samsung.com Post Secret http://postsecret.com Feltron Annual Reports http://feltron.com/ Siemens Video Leons London http://siemens.com/answers/leonscity

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