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Transmedia Storytelling, Gronstedt, ASTD TK 2014

Thursday, 10.45 am Octavius 1-3
by

Anders Gronstedt

on 23 January 2014

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Transcript of Transmedia Storytelling, Gronstedt, ASTD TK 2014

Transmedia Storytelling: A Hero's Journey Through New Media
TH108, Octavius 1-3
10:45 am - 12:00 pm,
Thursday, January 23
Anders Gronstedt, President, Gronstedt Group

Stories have many indexes: locations, people, event, quandaries
Human memory is story based
Storytelling
Significantly higher engagment over a 2D Flash course
100 times as cost effective as live exercises with same performance results
NYC emergency response simulation
More convincing than stating a point, ask the advertisers
Stories are persuasive
Why?
TransmediaStorytelling
Wider audience through viral reach
Deeper engagement
Quests: Goal(s) without specifying how to accomplish.
Points: Experience, skill, reputation, etc.
Levels: Progressively more rewards and resources.
Badges: Awards for accomplishing tasks or skills.
Cut-scenes: Videos to advance the plot line.
Time pressure
Game mechanics
Why?
Amount of video watched on mobiles increased by 100 percent 2012
2016 two-thirds of worldwide mobile data traffic will be video content according to Cisco.
Xbox users spend more time watching video than playing games
YouTube: 1 billion visitors/month
Video revolution
What?
"Our IT departments won't let us"
"We're in a regulated industry"
"It's just for compliance"
"We don't have budgets"
"Not in our culture"
Custom developing epic learning experiences
GE Healthcare
Eli Lilly
United Healthcare
Coldwell Banker
Deloitte
Dell
Avaya,
American Eagle Outfitters
Microsoft
Kimberly-Clark
Jamba Juice
City of New York
Clients
"Our IT departments won't let us"
"We're in a regulated industry"
"It's just for compliance"
"We don't have budgets"
"Not in our culture"
16 years
in business
3
1
2
4
5
6
7
8
9
10
11
12
Ordinary world
Call to adventure
Mentor meeting
Crossing threshold
Tests, allies & enemies
Approach inmost cave
Ordeal
Reward
Road back
Ressurection
Return with elixir
Act 1: Set up
Act 2:
Confrontation
Act 3: Resolution
Transmedia storytelling
The Hero's Journey
Gamification
Scribes
Podcast
"It's of the essence that a plot arouses emotions in the psyche of the audience"
Aristotles
Stories are as old as
mankind
3D immersive
QR codes
Video dramatizations for the big screen to drive plot forward

video with bonus content, sneak peaks, and back-story
Explore the world in the story and roleplay the characters
Explore characters with in-depth interviews
Instructional whiteboard videos with teachable moments
Refusal of the call
Transmedia storytelling leverages the explosion of screens and devices to connect wider and deeper with a new generation of networked learners; telling a story with video, games, mobile devices and social media, where each medium makes its own unique contribution to the unfolding of the story.
Amount of video watched on mobiles increased by 100 percent 2012
2016 two-thirds of worldwide mobile data traffic will be video content according to Cisco.
Xbox users spend more time watching video than playing games
YouTube: 1 billion visitors/month
The video revolution
“At the core of every training challenge, is a good story waiting to be told… across a multitude of devices and screens, where they can reach learners more widely, and engage with them more deeply.”
“Learning Through Transmedia Storytelling,” Infoline January 2014, by Marc Ramos (Google) and Anders Gronstedt
Each channel: Not repeating, but expanding the story. Both standalone and interconnected with the overarching story.
What it's
NOT
multimedia, it's cross-media

adaptation, it's extension


necessarily expensive (use Twitter!)

for every training project: Sweetspot is large transformations.

User-generated stories
Significantly higher engagment over a 2D Flash course
100 times as cost effective as live exercises with same performance results
NYC emergency response simulation

Train For Success
Weekly speaking series

Challenge: Improving diversity and inclusion practices among 20,000 global leaders and employees without holding any live training sessions.
Challenge: Improving diversity
and inclusion leadership through
a live training sessions.
Full transcript