Part 3: Transmedia is a mindset, not a science — from by Matt Doherty — thanks to the Scoop from siobhan-o-flynn  at Tracking Transmedia
The end of TV as we know it & the rise of transmedia



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The end of TV as we know it & the birth of transmedia — slideshare by Ogilvy & Mather

Doug Scott, President, OgilvyEntertainment and Matt Doherty, Transmedia Architect, Ogilvy & Mather Worldwide presented The End of TV as We Know It & The Birth of Transmedia at the 21st Century Storytelling Conference: Content, Context and Conversations sponsored by Microsoft, Ogilvy & BrainJuicer on July 31, 2012 in Chicago.

Throughout history, we have told stories. Stories are what connect us across geographies, cultures and experiences; stories demonstrate that we share the same hope, dreams, fears, challenges and desires. Today’s complex, digtally connected consumer universe makes brand storytelling more challenging, but also creates opportunities for brands to tell their stories in new ways.

Doug Scott and Matt Doherty discussed how the idea of TV might be a thing of the past, but the stories that drive our content will always be our constant. Our variable? Telling. Telling has evolved due to the primary role of digital in our lives and disruptive innovation which has given us the ability to craft transmedia experiences. Transmedia has brought about a new set of creative tools and narratives that are rooted in content, formed by context and crossed by all things culture. Are you a story? Or are you a teller?


30 compelling examples of visual storytelling on the web — from by Jessica Moon


Storytelling is a powerful approach that can, when done right, compel users to convert more effectively than what any amount of optimization, crazy visual callouts, or awesome interactive elements can do otherwise. Much like how we expect to see a moral at the end of a book, we expect to find a purpose at the end of a site with a storytelling experience. When the path to the “moral of the story” (or conversion point, to be more specific) is laid out clearly in front of our users’ eyes, the rest of the work lies simply in convincing them that the purpose is really worth grabbing on to… which is great since with storytelling, a user is normally in the mindset of learning more about what the story has to offer. So take a look at the examples below and experience how their visual storytelling compels you to continue scrolling down their pages!

All Together Now:
Bring two powerful generations together: change the story to change the world!

Excerpt of email I rec’d:

Whatever future we face, it’s going to require all of our stories. All Together Now was created to bridge two generations that aren’t often in dialogue. With our partners, The Future Project (high school students based on the East Coast) and Osher Lifelong Learning Institute (active elders based on the West Coast), participants will portray their own journeys out of silence, standing to lift their voices in community. Please donate today. There’s a great list of perks for contributors, but the best one of all is knowing that when we ask some urgent questions—Whose story counts? Whose story gets heard?—The answer has to be everyone. Your support for All Together Now will put that answer into practice.


What audiences want: Study uncovers possible futures for storytelling — from by Kim Gaskins


Earlier this year, Latitude set out to understand audiences’ evolving expectations around their everyday content experiences—with TV shows, movies, books, plot-driven video games, news, and even advertising. We began by speaking with leaders in the emerging “transmedia” space to investigate the challenges and the opportunities that today’s storytellers are encountering.

Then we asked 158 early adopters from across the world how they’d like to experience stories in the future. During the course of a generative, online survey, participants were asked to play the role of producer; they chose a narrative (a book, movie, TV show, plot-driven video games, news story, etc.) that they know well and re-invented how audiences might experience that story. Some of the ideas participants suggested are possible today even if they don’t exist yet—while others require technologies that are still several years coming.


5 tips for better storytelling — from by Ian Klein


At a recent conference on transmedia, or multiplatform storytelling, Starlight Runner Entertainment CEO Jeff Gomez said that stories help us commune with things greater than ourselves. In a world where attention and big ideas are prized, knowing a few things about storytelling can make you more successful in your endeavors. Below are five steps you can take to help better tell your story.

Connect with your audience through storytelling – an interview with Samantha Starmer of REI — from by Kit Seeborg


With so much information bombarding conference attendees during an event, it’s easy to overwhelm and saturate an audience with facts, figures and data. A skilled storyteller can form a deeper connection with each audience member by sharing knowledge in story form.

Samantha Starmer leads cross-channel experience, design, and information architecture teams at REI (Recreational Equipment Inc.). An active public speaker, Samantha has evolved her presentation style to that of storytelling. Audience members quickly forget that they’re in a conference room or auditorium, and are immediately drawn in as Samantha’s story unfolds.

We caught up with Samantha just after her return from O’Reilly OSCON where she presented the workshop How to Design for the Future – Cross Channel Experience Design.

Digital storytelling in online courses — an upcoming presentation by Aldo Caputo for the 18th Annual Sloan Consortium Conference

This session looks at the power of digital storytelling to achieve greater impact, relevance, and ultimately learning in online courses.

Extended Abstract
The use of narrative has been used to pass on knowledge from generation to generation since humans began communicating. Storytelling started out as an oral tradition, and has taken root in every medium that has emerged since, including print, radio, video, and now the web. Storytelling plays a tremendous role in the human experience. Schank argues in Tell Me a Story: Narrative and Intelligence (1995) that stories are the foundation of human memory and intelligence. John Seely Brown and Paul Duguid posit in The Social Life of Information (2000) that stories are one of the key ways that organizational learning is captured and transferred. Digital storytelling can also be used in the online classroom to make strong learning connections. We will examine some cases of digital storytelling in selected fully-online, asynchronous courses at the University of Waterloo, and look at how the stories were created, why they were used, and the impact they had on the learning experience. In particular we’ll explore how we can leverage digital storytelling online for greater impact, relevance, and ultimately, learning. Examples will include videos of students and working professionals relating experiences relevant to the content being studied to underscore the importance of the intended outcomes and help establish connections and applications of the knowledge to the real world. Excerpts of these videos will be shown and discussed. We will also share strategies for capturing effective stories and incorporating them in an online course, inviting participants to discuss their own examples and experiences. A discussion of strategies for capturing effective video stories will likely break out at the end, as will as a fruitful exchange of advice and ideas. Anyone interested in making online or blended learning more relevant, engaging, memorable, and effective would benefit from this session. The presentation and tip sheet for effective video stories will be made available online to participants.


Chemistry project goes viral -- great work Eli Cirino!


From DSC:
Great work Eli Cirino!

It is my hope that we could create more teaching materials like this — i.e. content that uses digital storytelling to create a more last impression…to elicit emotions…to move a piece of information through the gate (i.e. someone’s attention) and then through someone’s working memory and into their long term memory! Great, creative, innovative thinking Eli!



toontastic -- bring out the creativity in young ones!

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“Hollywood will be destroyed and no one will notice,” Wales said. But it won’t be Wikipedia (or Encarta) that kills the moviemaking industry: ” Collaborative storytelling and filmmaking will do to Hollywood what Wikipedia did to Encyclopedia Britannica,” he said.

— quote from Jimmy Wales to Hollywood: You’re Doomed (And Not Because of Piracy) at by Ryan Singel

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DIYDays in LA — from


Needless to say, today’s workshops at DIYDays LA were filled to the brim with great speakers and innovative perspectives. For those that couldn’t attend today’s workshops, here’s a re-cap of the most important bits:

Common Points
There were a few common themes mentioned in almost every talk I attended, and they were all based on experiences (good and bad) from existing projects…

People mentioned include:

Henry Jenkins: If it Doesn’t Spread, it’s Dead
Christy Dena: Spiral Worlds: Writing & Experience Design
Tommy Pallotta: Story & Code: Shifting Perspectives of Storytelling in Culture
Alison Norrington: Top-Down/Bottom-Up -Where is the Value?
Robert Pratten: Brand Integrated Storyworlds

Creating a Transmedia Narrative II: Storytelling — from


My last post on ‘Creating a Transmedia Narrative‘ ignited a lengthy discussion in one of my LinkedIn groups. It seems that some of my readers thought that I was trying to establish that transmedia narratives follow different narrative norms/ no longer need to be based on traditional conventions of telling a story. This is not what I was trying to say. I merely pointed at parallels found in successful story worlds, narrative universes that withstood the test of time and continue to invite producers and audiences to expand their stories across different media. In order to last for decades or more and be expandable across different media, any narrative needs to have a ‘larger-than-life’ aspect to it, and I used my blog post to break this ‘larger-than-life’ aspect down into its individual, more accessible parts.

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Digital book developers discuss the changing tide of storytelling — from

Addendum on 11/2/11:

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Storytelling in eLearning: The why and how — from eLearn Magazine by Shelley A. Gable

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