Story Drives Everything: From Leadership and Marketing to Employee Development
Transmedia Storytelling: The Art of Engagement
Brain science for engaged communication in a transmedia world
The problem: A multi-platform environment with interactive audiences demands new strategies for engagement and communication
We live in a socially-networked, transmedia world. Communications have new rules; everyone— both inside and outside of the organization—has new expectations about message, authenticity, and transparency. The company image is in the hands of the employees, customers, and general public.
The solution: Transmedia storytelling
Transmedia storytelling has become the standard for 21st century communication. Transmedia storytelling uses the tools of the storyteller—emotion, engagement, universal themes, personal connection, and relevance—to create a coherent communication experience instead of a message. It unites executives and employees with focused goals and a common purpose. It creates engaged interaction between the company and the customer.
Why does it work? Storytelling speaks to all levels of the brain
Brains are wired to use stories to organize information. Stories get our attention. They engage the brain at all levels—intuitive, emotional, rational, and somatic—and stay fresh in our memories. They engage, persuade and comfort.
A story can communicate who you are and inspire people at a higher level with your passion, purpose, and commitment. Internally, the process of developing a company’s story reveals internal inconsistencies and allows executives to focus goals and create a cohesive culture.
Organizations must communicate in a way that treats all their stakeholders with respect and delivers purpose. It’s about engaging with responsive, interactive, personal, and, above all, honest communication.
Transmedia storytelling is coherent story that unfolds across multiple platforms
Everything starts with a story. Every relationship is transmedia.
In marketing, transmedia storytelling uses multiple media platforms to tell a single, coherent story or narrative that unfolds across time. But transmedia is also a way of looking at the world that allows you to see the whole picture. A company must be consistent inside to be effective outside. Developing a core story creates a larger, richer and more engaging work environment as well as fueling marketing strategy.
Transmedia Storytelling Workshops: The Art of Engagement
The Transmedia Storytelling: The Art of Engagement workshop is organized around four segments:
- The Science of Storytelling: Your Brain on Story
- Storytelling Tool Kit
- How to Find Your Company Story.
- Telling and Controlling Your Story Across Platforms
The workshop is interactive. We include experiential exercises in our content delivery so participants can understand more deeply the aspects of story and communication. This is applicable to internal and external communications. Case studies are included to illustrate brand and advocacy story and transmedia campaigns. This workshop can be delivered in one and two-day formats.
Transmedia Storytelling Workshop
The Science of Storytelling: Your Brain on Story
This section explains the neurological, psychological and biological underpinnings of story. Narrative is discussed from the perspectives of cognitive and social psychology. We will describe how to apply neuroscience and brain functioning to effective media and story development. Case study examples will explore popular story and myths and how they influence behavioral change.
Storytelling Tool Kit
This section covers story form, including narrative structures, components and storytelling conventions. The experiential nature of narrative will be demonstrated through a series of interactive exercises. Case studies illustrate how story can be applied to brands.
How to Find Your Company Story
In the third section of the workshop, participants will have the opportunity to develop their own company or personal story through visual thinking exercises. Examples will be discussed as a group. Transmedia storytelling strategies will be developed based on the story concept and target audience.
Designing a Transmedia Strategy: Telling and Controlling Your Story Across Platforms
The last section of the workshop focuses on communicating the company story both inside and outside of the organization. We bring together the elements of story to clearly define and dissect storytelling in a transmedia world. Exercises allow participants to see the company from internal and external perspectives. We will discuss the new transmedia landscape, covering definitions, media convergence, new media expectations, participatory culture, and psychological impact contrasting traditional messaging and transmedia messaging.
Participant Gains
- Understand the current media landscape
- Identify your core story and reconnect with the passion that started the company
- Change how you approach brand problems and opportunities
- Use brain science to make communications and relationships more effective
- Build a more coherent and collaborative in-house team
- Expand your vision to 360 degrees