You, Me & Brands: Cross-Platform Identity Building

imgresToday expression of one’s personal identity includes both who we are offline and online. And our online persona is expressed across multiple media platforms. We all have a “cocktail” of platforms that we use to express ourselves in our digital life. For me, my “cocktail” includes LinkedIn, Facebook, Twitter and the StoryDisruptive website. I also have a collection of content that plays a role in the expression of who I am to others. I have my status updates, blogs, pictures and videos. Some of these express the woman I am as a professional and in my personal life. Together, they stand to represent me to anyone looking to know me, professionally or personally.

This is how it is for all individuals expressing themselves in today’s digitally rich human communication system. Expressing who we are is a cross-platform experience created using our own unique content. Continue reading

Building Successful Transmedia Strategies: The Twilight Saga Case Study [VIDEO]

Lara Hoefs gave a keynote at the 2013 Merging Media conference in Vancouver on creating successful transmedia strategies using The Twilight Saga as a case study. In this talk, she also takes a deeper look at the cultural basis of transmedia and how that is effecting storytelling and marketing in the 21st century.

 

4 Reasons Audience Development Will Replace Traditional Marketing

1) Customers = AudiencesUnknown-4

With all the new devices and media platforms, to truly engage customers with added value content they want to be entertained. Brands that will succeed in the 21st century will be those that embrace this role of becoming entertainers and focus not on converting customers but building audiences. Check out RedBull who has masterfully done this and now claims 42% of the market share for energy drinks.

2) Larger Audience = Larger Profitsimages

The answer of how to monetize in a digital age lies in audience development. The larger your brand loyal audience is, Continue reading

21st Century Story Development: Know Your Audience

Hollywood no longer needs to work so hard to lead audiences to story …

…. Because today audiences can lead Hollywood to future success stories!

k48byeHere in the 21st century, storytellers don’t need to wait for audience testing to see how audiences respond and react to their story. Audiences are connected, vocal and living in digital spaces allowing for storytellers to get to know their audience early and to use this information to help guide the development of story and cross-platform story experiences that resonate and move audiences.

UnknownIn the past, a story was written and produced then handed over to marketing executives to sell the story to audiences. Then they would test the story to find out what audiences are and are not liking, tailor the marketing campaign to highlight what a particular audience will like in hopes of gaining their attention when the story premieres on TV, in theaters, etc.

Today, stories can emerge in development based on knowing the types of stories audiences are already attracted to. Audiences are living digital lives that make their story choices, behaviors and opinions accessible to help guide producers in developing successful stories. There is no reason to wait until after production dollars have been spent because you can check in with audiences early, in development.

What does this mean?

It means that in development, identify the audience you want to reach, get to know them via an audience discovery process that analyzes hard data, psychometrics and social metrics. The insights gleaned from this stage then becomes the compass that guides story development and audience engagement that results in the creation of successful story properties.

It’s working for Netflix. Their original show House of Cards emerged from data that showed Netflix’ customers liked the UK’s House of Cards, Kevin Spacey and binge viewing. Poof! Instant success, achieved in development by using data that showed them who their audience was, how they consume story and what stories they liked.

Another indication that in 21st century storytelling the audience matters and listening to them is critical for success!

 

Story + Identity = Meaning = SUPER Success

UnknownStories help make meaning of life. It’s through stories that we come to understand social and cultural life, and who we are.  We are attracted to stories of celebrities and public figures, stories about our favorite TV characters or stories of our friends, because every narrative moment is a reflection of people and life that helps us further understand, craft and tell our own stories. This process of self and meaning making drives our passions and brings purpose to our lives.

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Large group of people dressed as Superman.

Understanding the powerful role of identity and culture formation in the consumption of story is crucial to creating successful story and story experiences in the 21st century. “Selling” story is no longer about making first weekends, it’s about telling meaningful stories and creating engaging story experiences that resonate (click here to see what happened to the film Bruno.)

Stories will thrive if the narrative experience is rich with meaning that moves audiences. When we move audiences we create further engagement and growth of an IP (intellectual property). To grow, story properties must be relatable and provide audiences with a reflection of their own selves, or at least a reflection to stoke their current understanding of self. It is here that story engagement, evangelism and commitment thrives, and thus your story IP.

The most successful stories today and in the future will be those that engage audiences at the level of human, inspiring them to embrace, resonate and celebrate their humanity, thus allowing them to find deeper meaning as they craft their own stories.

The Evolution of TV: Is “House of Cards” a TV Show or a Book (What!?!)?

House-of-Cards-PosterAs “TV shows” begin to release via digital distribution models (such as House of Cards), it begs the question, “Are these shows still TV shows?” The phrase “TV show” refers to the medium that the story is being released on  (TV), so can House of Cards be considered a TV show when it’s released digitally? As more and more stories are crafted for digital distribution, can we continue to call them TV shows?

For the purpose of fitting into an existing industry model Netflix would want House of Cards to be called a TV show. In order to be considered for awards such as the Emmy’s, they need to adhere to the old model and call themselves a TV show. But if we are to evolve towards embracing new modes of story telling, can we really continue to call House of Cards a TV show?

“Episodics” and Binge Viewing

It would be more apropos to consider House of Cards an “episodic” than a TV show. Digital episodic storytelling is more like storytelling via books as the story is told in chapters (or episodes), and the viewer can consume one episode at a time or one after another. Continue reading

Death of Hollywood? Or Dawn of a New Hollywood?

“There’s eventually going to be an implosion — or a big meltdown.”
– Steven Spielberg on the film industry, June 2013
Photo by Hameed.Deviantart.com

Photo by Hameed.Deviantart.com

Hollywood filmmakers are waking up and speaking up. Recently we’ve heard passionate speeches from Steven SoderberghSteven SpielbergGeorge Lucas proclaiming the tides of change in Hollywood, their frustration as storytellers and their fear for the future. Gentleman, do not despair. The battles you face seem hopeless, and yet I’m here to tell you that what is transpiring is actually good news for storytellers like yourselves.

Here’s the deal, the media landscape has changed. Audiences have changed. Studios are afraid.

They are digging in their heels to keep status quo on an old system that does not exist anymore and studio execs are reacting by making decisions that affect you and the stories you want to tell. Again, do not despair because what the studios are slow to accept is that the new media system  Continue reading