bigstory-overview-karnell-v3
TRANSCRIPT
Overview Presentation 2015
Story Science For A Connected World
bigSTORYTM
ORGANIZATIONAL STORYTELLING EVOLVED
We are talking about a different kind of storytelling. bigSTORY™ is as alive as a river, an infinite number of events, players and possibilities, shaped by different histories, unfolding in the present, and energized by their intentions toward the future.
We Are bigSTORY
We replace the quest for the dominant narrative with authentic participation in stories of lasting value.
We account for how stories live in networks, influence behaviors, and shape the future.
We define a relationship between games and stories. Between the objectives of a game and the stories it generates.
We make data more valuable by giving it more context.
Ours is the only process of its kind in the world.
www.bigstory.biz
What We Do
“...I am an enthusiastic supporter and admirer of bigSTORY...” Howard E. Green VP, Communications, Walt Disney Animation Studios
Workshops 1-2 day engagement. Our process begins with customized bigSTORY workshops. Over the course of two days, our story coaches guide you in storytelling techniques and activities that help bring your organization’s stories into focus.
Story Engine Design And Development bigSTORY will collaborate with you or your agency to turn the most promising parts of your brand narrative into Story Engines. Creating and curating effective brand narratives demands great content that audiences actually want to engage with and share.
Strategy bigSTORY conduct staff interviews and provide expert review of your organization’s story strategies and tactics. The engagement culminates in a strategy document that details a unified brand storytelling program for your organization.
Story Analysis bigSTORY analyzes your storytelling performance in terms of data. Our data analysis offers insights into the themes and story engines that are most likely to produce good and timely business outcomes.
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What’s In It For You?
“Very relevant to the changing economic climate and non-linear world we live in today...” Andrew Kahl VP, Customer Support Delivery, NetApp
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01 STORY ANALYSIS
Data analysts mine data for
stories. bigSTORY mines stories for data. Stories are more
valuable than data because, simply put, stories are more
generative than data. Think of it like this: A lot of people moved to California in 1853 and bet on data
[about where to find gold]. Levi Strauss moved to California in 1853 and bet on stories [about
people finding gold]. Who’s still in business?
⎨ 02 BRAND COMMUNICATION
Traditional brand strategies
require heavy up-front investments in scripting and
tactical planning. In a volatile, socially-mediated global
marketplace, this approach is cumbersome and costly.
bigSTORY’s iterative approach helps our clients adapt quickly to change, and act on opportunities
that cannot be anticipated in a planning stage.
⎨ 03 ORGANIZATIONAL EFFECTIVENESS
Our process helps managers
analyze the alignment between organizational stories and the
personal narratives of employees. This yields insights and
strategies that improve employee engagement, and help keep the
personal aspirations of employees in-phase with the
strategic and business objectives of the organization.
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STORY ADDS LIFE TO DATA
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DATA IS NOT ENOUGH
CASE IN POINT: HOW MANY WAYS CAN SIX 8-PEG LEGO BLOCKS OF SIX DIFFERENT COLORS CAN BE COMBINED?
658,869,076,800*
If six Lego blocks can connect in that many different ways, how many ways can six people connect? Or six thousand, or six million? Data can give us the number of possible outcomes. Story can tell us which of those outcomes are most likely to shape the future.
* SOURCE Dr. Soren Ehlers; Dept. of Marine Technology; Norwegian University of Science & Technology // 7
How people make sense of the world, and of your organization. bigSTORY adds value to Big Data by adding a layer of context to all that information!
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DATA
The circulatory system of your organization and what circulates through it. The measurements of your success. People depend on it. Nothing gets done without it.
STORY
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WHAT STORY CAN DO that data by itself cannot::
03 LIVE IN THE PRESENT Data is a record of history. Stories provide the context for understanding what's happening in real time..
05 ACCOUNT FOR OBSERVER BIAS Who tells the story influences the business outcomes. Stories do not feign indifference the way data does.
04 CONNECT LOCAL AND GLOBAL NARRATIVES Stories instantly connect a snapshot with the big picture. And vice versa.
01 ENVISION THE FUTURE The future hinges on beliefs and choices that are informed by data, and shaped by stories. Data is the clay. Story is the sculpture.
02 TURN HISTORY INTO ACTION Stories select the parts of our history (i.e. data) are most relevant in the present, and most likely to affect the future.
06 RESOLVE AMBIGUITY IN LARGE DATA SETS There are too many ambiguous stories in large data sets. Begin with story. Then look for data. Not the other way around.
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METHODOLOGY Story Clouds & The ERGO™ Story Engine
Conceptual Framework The Story Cloud represents a field of possibilities defined by a Theme
Brand STORY CLOUD
BETS PAY OFF WHEN BRAND AND CUSTOMER STORIES CONNECT ERGO™
STORY ENGINES ERGO™
Environment | Roles | Guidelines | Objectives
We use the "game structure" of ERGO™ (Environment, Roles, Guidelines and Objectives) to focus on business objectives, and harvest business outomes.
The ERGO™ Story Engine Expresses and explores themes. Invites participation.
Calls for six types of behaviors that we call Storytelling Practices
Heeding Opportunity Stories
Learning Solution Stories
Deciding Identity Stories
Engaging Community Stories
Creating Innovation Stories
Selling Influence Stories
Each Practice generates a
different type of story
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CASE STUDIES | bigSTORY
INNOVATION STORIES Skype.com
COMMUNITY STORIES StarHub
INFLUENCE STORIES Gawker.com
IDENTITY STORIES Spirit Of Football | World Cup
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SELLING | INFLUENCE STORIES We worked with Gawker’s sales and creative services teams to help them develop thematic connections between Gawker content and its advertising partners. bigSTORY is currently reflected in Gawker’s themes/story clouds on its main menu.
Gawker Media
AMERICAS
ERGO™ STORY ENGINE
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DECIDING | IDENTITY STORIES Spirit of Football A theme (“One Ball, One World”) defined stories generated by the journey of The Ball from the birthplace of modern soccer, Battersea Park in London, to Brazil for the 2014 World Cup. Opel, The Special Olympics and Barcelona FC partnered in the project.
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SOUTH AMERICA
Spirit Of Football
ERGO™ STORY ENGINE
CREATING | INNOVATION STORIES We trained agile developers working on the integration of Skype into Windows Mobile. By combining bigSTORY and test-driven development into a single methodology, we provided a way for teams to get to solutions faster while staying aligned with the project’s overall business objectives.
Skype EUROPE
ERGO™ STORY ENGINE
01 WORKSHOP & DISCOVERY Brand, audience & category immersion.
03 CUSTOMER ARCHETYPES Profile and behavioral insights for key customer constituents and identification of community/story needs.
02 CONTENT MARKETING MATURATION ANALYSIS Analysis and scoring of current content marketing strategies & tactics.
04 STARHUB’S STORY Core story theme, content platform optimization, execution ideas, seeding & syndication rules, editorial voice, etc.
ENGAGING | COMMUNITY STORIES bigSTORY helped Singapore’s leading telco assess its performance and improve the relationship between communities of interest and organizational storytelling.
ERGO™ STORY ENGINE
StarHub
ASIA
METHODOLOGY Story Clouds & The ERGO™ Story Engine
TEAM
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Mike Bonifer
Chief Creative Officer
Jeremi Karnell
Chief Executive Officer
Patrick Taylor
Dir. Of Strategy
Dr. Anna B. Scott
Curriculum Design
Antonio Rodriguez
Story Facilitation
Jessie Shternshus
Story Facilitation
Team Story Science For A Connected World
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Dr. Virginia Kuhn
University of Southern California (USC)
Associate Professor of Cinema Practice Media
Arts + Practice Division & Associate Director,
Institute for Multimedia Literacy
Dr. David Boje
Professor and Bill Daniels Ethics Fellow at New Mexico State
University
Ivy Ross
Google Glass
John Seely Brown
Visiting scholar at University of Southern
California (USC) and the Independent Co-
Chairman of the Deloitte Center for the Edge
Advisors Story Science For A Connected World
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Mike Bonifer Co-Founder | Chief Creative Officer
Mike Bonifer is the co-founder and Chief Creative Officer for bigSTORY, a company of strategists & practitioners who are first in the world to utilize quantum storytelling, an emerging organizational science that accounts for how stories are created, live in networks, and influence behaviors.
Throughout his professional life, Bonifer has been in the forefront of emerging storytelling practices and technologies. As the publicist on Tron, the author of The Art of Tron, and the writer and producer of Computers are People, Too, he explained computer-generated imagery to the analog world. As a founding producer of The Disney Channel, he pioneered the Walt Disney Company’s entrance into cable television with the legendary documentary series, Disney Family Album. As the producer of the award-winning website for Toy Story, he introduced movie fans to Pixar’s extraordinary storytelling. He co-founded Network LIVE, producer of some of the biggest online music events in history, including 2007’s Live Earth concerts for the environment, for which he served as Chief Storyteller. In 2007, he wrote and published GameChangers – Improvisation for Business in the Networked World, and, with Dr. Virginia Kuhn of USC’s School of Cinematic Arts, co-founded GameChangers, a learning company that applied improvisation to business communication. His work with GameChangers dramatically improved the performances in units of companies such as Skype, Gap Inc. The Walt Disney Company, United Airlines Media, Gawker Media, NetApp and GE. He has conducted university workshops in Public Health, Entrepreneurship, Engineering, Sociology and Cinema; collaborated with Alan Alda on a workshop for the Viterbi School of Engineering at USC; explained quantum storytelling to physicists at the Lawrence Livermore National Laboratory; coached Ron “The Garden Gangster” Finley on his famous TED Talk on urban gardening; and returned to his old hometown in Indiana, to tell stories about the legendary smalltown Hoosier baskeball team, his childhood heroes,The Ireland Spuds. He was the featured storyteller at the 2014 San Miguel International Storytelling Festival in San Miguel de Allende, Mexico. He and his son, Alex, perform a two-person improv act called BonBon, the only father-son comedy improv act in the world (that they know of). In April, 2015, he will tour Panama, Guatemala and Nicaragua on behalf of the Notre Dame Executive Education program.
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Jeremi Karnell Co-Founder | Chief Executive Officer
Jeremi Karnell is the co-founder and Chief Executive Officer for bigSTORY, a company of strategists & practitioners who are first in the world to utilize quantum storytelling, an emerging organizational science that accounts for how stories are created, live in networks, and influence behaviors. Jeremi has over 18 years of experience in CEO, president, and CMO roles in companies ranging from early-stage businesses to the Fortune 500, and has expertise in marketing, professional services, and digital product innovation and development. Karnell is a serial entrepreneur and has founded 4 companies, including one which he scaled to more than $100M in gross revenue and over 200 employees across the globe. He has significant business expertise in operating and scaling professional services firms and has helped run significant operations in the United States, the United Kingdom, and Singapore. In late 2013, Jeremi sold a start-up he co-founded, called OfferGraph, to PolyGraph Media in Austin, TX. OfferGraph was an early-stage multitenant SAAS platform that allows brands to identify, connect with, and monetize relationships with key influencers and their social networks. He helped acquire OfferGraph’s core IP and team from Harvard University, which was beta testing with major social networks such as LinkedIn. Prior to this, Karnell was Founder and President of One to One Interactive. He played a major role in establishing the firm’s position as an industry leader in online customer insight, customer activation, and cultivation solutions. Jeremi also managed the US and international sales and marketing team, which generated over $20M in net digital marketing revenue with a 40% CAGR from 2005–2012. Under his leadership, One to One was recognized as one of Fortune Magazine’s Fastest-Growing Companies, BtoB Magazine’s Agency of the Year, and one of AdAge’s Top 100 Agencies in the United States.
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CONTACT US
| 2015 bigSTORY has created a home for one of the most remarkable advances in storytelling of our lifetimes. A way of seeing the world through the lens of the stories we create together. A theory that accounts for the brilliant possibilities that await us when your story and my story become our story.
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Thank You STORY SCIENCE FOR A CONNECTED WORLD
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