Second Screen Storytelling

Benson Hendrix@desertronin

University of New Mexico

Social Media Manager

GoalCreating a second screendigital experience for our

online audiences

But how???

StrategiesStorytelling Audience

EngagementWhat’s your story?

Who is your audience?

How will youtell it?

What do you want them to do?

What is the “second screen”?•When you use social and

digital media to create a unique, shared online experience. Usually through mobile channels.• Audience isn’t passive.

Encourage them to be a part of the experience.

Our Mobile-Centric Universe

The information playing field in the future isn’t going to be on a laptop sitting on the couch, or an Xbox or an Apple TV. Your integrated experience will be connected to you 24-7.

150 = times/day

177 = average minutes/day

1:10 per visit

Creating “Micro-Moments”

Transmedia Storytelling

Rivalry Games

Pre-Event Planning

• What are the best platforms to tell your story? (Native Content)• What platforms are your audiences most active on?• Be strategic. Don’t try to be everywhere, especially if you

don’t have the staff to manage it.• Why should your audience care? What’s the emotional

attachment?

• What is the one theme of the event?• How can we share this story across a variety of social media

platforms?• How do we make it fun? How do we get our audience

involved?• Who do we need to talk to in advance?

During the Event

• Post quickly• Pay attention, you never

know what’ll happen• Encourage your audience

to take part• Don’t forget the

“customer service”

Don’t Bust Out the Drinks Yet

• Remember to follow up with your key influencers• Your work can be seen after the

event ends, don’t forget to check in from time to time.• Is there anything unique that your

school does to celebrate events?• What posts got the most attention?

Putting Your Team Together

Key InfluencersThese are the people sharing your experience with their friends

“Signal Boosting”

“There are worse things than being monotoned. I could be a psychopath…

Or a politician.”

Alix Generous, TEDxABQ2013

Stories Connect People

Visuals Inspire Your Audience

V-VIP Experience:Share the behind the sceneswith your digital audience

Engage with your audience, make them feel like they are part of the experience.

Create an immersive story, across platforms

What are your intriguing stories?

Twitter Impression

s

Twitter Reach

Twitter Users

2014 1,442,231

694,830 155

2015 1,204,511

155,472 211

2016 3,387,085

568,017 225

Impressions

Reach Users

2015 651,790(143,910 Paid

507,880 Organic)

351,338(144,124 Paid

207,214 Organic)

21,448

2016 915,965 389,052 46,890

1,407 Unique Users93,371 Total Views

Any Questions?Bonus: bit.ly/tedxabqplaybook

DesertroninBenson.Hendrix