Interactive Narratives: Creating the future of storytelling (SXSW 2011)

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Presentation from the SXSW 2011 panel on Interactive Narratives: Creating the future of storytelling (SXSW 2011) with Andrew Lewellen, Josh Koppel, Esther Lim & Robert Pratten,

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  • 1.INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGInteractive Narratives:Creating the Future Of StorytellingSXSW Interactive | March 14, 2011

2. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGHashtag:#pppPage 2Developed by: Robert Pratten, TransmediaStoryteller.com 3. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGContentsIntroduction: Defining and Creating an Interactive Narrative..4Andrew Lewellen Content Strategist, RazorfishThe Three Little Pigs: Authoring an iPad App10Josh Koppel Founder, ScrollMotionThe Role of Social Media in Interactive Storytelling28Esther Lim - Founder, The Estuary, LLCParticipation: Why, What & How.38Robert Pratten CEO, Transmedia Storyteller.comSummary.56 4. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGIntroduction:Defining and Creating an Interactive NarrativeAndrew Lewellen Content Strategist, Razorfish 5. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGWhat Is An Interactive Narrative? Page 5Developed by: Andrew Lewellen, Razorfish 6. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGWhat Is An Interactive Narrative?An Interactive Narrative Has an authored core story This could be a mobile app, a print book, a web site. Or nothing more than a sheetof paper with a Central Dramatic Question, story arc, plot, and character sketches.Page 6Developed by: Andrew Lewellen, Razorfish 7. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGWhat Is An Interactive Narrative?An Interactive Narrative Has an authored core story This could be a mobile app, a print book, a web site. Or nothing more than a sheetof paper with a Central Dramatic Question, story arc, plot, and character sketches. Has a social narrative The lives of the characters expand into a shared social space where the audiencecan learn more about them and become more engaged with the story.Page 7Developed by: Andrew Lewellen, Razorfish 8. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGWhat Is An Interactive Narrative?An Interactive Narrative Has an authored core story This could be a mobile app, a print book, a web site. Or nothing more than a sheetof paper with a Central Dramatic Question, story arc, plot, and character sketches. Has a social narrative The lives of the characters expand into a shared social space where the audiencecan learn more about them and become more engaged with the story. Integrates and encourages audience participationThe plot moves outside of the core story and utilizes a social dialogue to engage readers with the story and its outcome.Page 8 Developed by: Andrew Lewellen, Razorfish 9. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGWhat Is An Interactive Narrative?A dynamic story that allows for personalizedengagement and narrows the gap between writerand reader. Page 9Developed by: Andrew Lewellen, Razorfish 10. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGThe Three Little PigsAuthoring an iPad AppJosh Koppel Founder, ScrollMotion 11. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGThe OriginalExperiencePage 11Developed by: Josh Koppel, ScrollMotion 12. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Page 12Developed by: Josh Koppel, ScrollMotion 13. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Page 13Developed by: Josh Koppel, ScrollMotion 14. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Page 14Developed by: Josh Koppel, ScrollMotion 15. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Page 15Developed by: Josh Koppel, ScrollMotion 16. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Page 16Developed by: Josh Koppel, ScrollMotion 17. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Page 17Developed by: Josh Koppel, ScrollMotion 18. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Page 18Developed by: Josh Koppel, ScrollMotion 19. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGRevising the Story Assets Digital book building turns pages into pixelsPage 19Developed by: Josh Koppel, ScrollMotion 20. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Step 1: Asset AssessmentImage Characteristics 18 Jpegs 450 x 420 Vertical Orientation Public Domain ContentPage 20Developed by: Josh Koppel, ScrollMotion 21. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGStep 1: Asset AssessmentText CharacteristicsAudio Characteristics 18 Pages 18 Individual Files (Page by Page) One paragraph per page MP3 Files Page 21Developed by: Josh Koppel, ScrollMotion 22. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGStep 2: Visual Layout Page 22Developed by: Josh Koppel, ScrollMotion 23. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGStep 2: Visual Layout Page 23Developed by: Josh Koppel, ScrollMotion 24. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGStep 2: Visual Layout Page 24Developed by: Josh Koppel, ScrollMotion 25. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGStep 2: Visual Layout Page 25Developed by: Josh Koppel, ScrollMotion 26. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGStep 2: Visual Layout Page 26Developed by: Josh Koppel, ScrollMotion 27. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGStep 3:Extra Features Encourage PersonalizedEngagement Play Modules Record Your Own Audio Page 27Developed by: Josh Koppel, ScrollMotion 28. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGThe Role of Social Mediain Interactive Storytelling Esther LimFounder, The Estuary, LLC 29. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGThe Role of Social Media in Interactive StorytellingEsther LimFounder, The Estuary, LLC 30. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGSocial Media as a narrative/engagement platformSummarySocial Media is a content layering tool to provide extra content to fansWhen used as an alternate narrative platform, Social Media can: Enrich the primary story through greater character/scenario details Extend the primary story through exploration of additionalstandalone yet related story universes Engage audiences by bringing the fictional world into the real worldthrough social interaction, shared experiences and co-authorship Page 30 Developed by: The Estuary, LLC 31. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGHow do you use social media as a narrative platform?Activate audience participation Use micro blogs like Twitter or Tumblr to capture real time eventsunfolding and tweet call to actions Use social mobile media to drive readers to specific locations formore content discovery Page 31 Developed by: The Estuary, LLC 32. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGBenefits of using social media in your narrativeAudience Connection and Engagement Emotional Connection: Audiences can form friendshipswith the character Community Building: Friendships and community formsaround shared experiences Engagement/Co-Authorship: Opportunity for readers toshare ideas about the story that can later be integrated intofuture story development Page 32 Developed by: The Estuary, LLC 33. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGBenefits of using social media in your narrativeMarketing and Promotion Story Awareness and Discovery: Bring your story to wherepeople play online Content syndication/sharing: Good stories create socialcache and are shared across friend/fan networks Improves search engine discoverability: More mentions,hyperlinks, tags and discussions drives better search enginevisibility Audience acquisition: Multiple storytelling platforms createmore entry points for entering and engaging with the story andits community of readers Page 33 Developed by: The Estuary, LLC 34. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGGetting started with social media narrativeHow do I know if social media is right for my story?1.Understand your audience and how they consume content2.Design the level of reader participation you want to build3.Identify the best social media platforms for your story/character4.Build natural entry points (rabbit holes) in the story that lead to alternatesupporting narratives5.Leverage platform features to augment story experience6.Write the experience for all three tiers of content consumers:Passive ConsumerOccasional Participant/LurkerDie Hard Fan7.Allow enough ramp up time (4-6 weeks) for character integration into acommunity. Relationships are not built overnight. Page 34Developed by: The Estuary, LLC 35. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Esther Lim Founder, The Estuary, LLC esther@theestuarysf.comwww.theestuarysf.com@geekgrl or @theestuarysf Page 35 Developed by: The Estuary, LLC 36. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGParticipation: Why, What & HowRobert PrattenCEO, Transmedia Storyteller.com 37. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGSummary Leave a door open Good stories work with or without interactivity Build on what you know Structure for enthusiasmPage 37 Developed by: Robert Pratten, TransmediaStoryteller.com 38. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGWhy bother with participation? The business case lower costs marketing is integrated into the product (as it should be) increased sales social recommendation & spread empowerment of advocates engagement is measurable The creative case audience interaction is thrilling and addictivePage 38 Developed by: Robert Pratten, TransmediaStoryteller.com 39. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGHow do I do it? Objective: Make it easy Make it worthwhile, meaningful, fun Steps Sketch the experience you want to create(consider artistic and commercial scenarios) Layer your story for different levels ofenthusiasm such that it works for the lazy andrewards the fanPage 39 Developed by: Robert Pratten, TransmediaStoryteller.com 40. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGMake it easyPage 40 Developed by: Robert Pratten, TransmediaStoryteller.com 41. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGIncentivize participationPage 41 Developed by: Robert Pratten, TransmediaStoryteller.com 42. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGLayering your storyPage 42 Developed by: Robert Pratten, TransmediaStoryteller.com 43. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGAdditional content for fansPage 43 Developed by: Robert Pratten, TransmediaStoryteller.com 44. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGContent for attractionPage 44 Developed by: Robert Pratten, TransmediaStoryteller.com 45. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGLayers united by storyPage 45 Developed by: Robert Pratten, TransmediaStoryteller.com 46. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGExamples Lowlifes.tv solo participation QR codes offer additional subplot email-based (alternative reality) game Horror Unlimited short story play with friends two-player twitter game 3 Interactive Pigs play in teams multiplayer interactive storytellingPage 46 Developed by: Robert Pratten, TransmediaStoryteller.com 47. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING3 Interactive Pigs Strong authorship (story is on rails) but Audience decides outcome at plot points House of Straw, House of Sticks, House of Bricks Pigs vs Wolf you decide! Do the pigs live or die? Why bother? Fun to create and fun to play Facilitate social play which strengthens relationships raise awareness of other (paid) media Reward fansPage 47 Developed by: Robert Pratten, TransmediaStoryteller.com 48. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING3 Interactive Pigs in LayersPage 48 Developed by: Robert Pratten, TransmediaStoryteller.com 49. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGCall To ActionPage 49 Developed by: Robert Pratten, TransmediaStoryteller.com 50. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGLayered EngagementPage 50 Developed by: Robert Pratten, TransmediaStoryteller.com 51. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Poking friendsMatchword used to trigger Conducttr - tells@BigBadWolf_2011 to send a tweet to these friends Page 51Developed by: Robert Pratten, TransmediaStoryteller.com 52. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGSummary Leave a door open Good stories work with or without interactivity Build on what you know Structure for enthusiasm Lower costs Increased salesPage 52 Developed by: Robert Pratten, TransmediaStoryteller.com 53. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLING Start writing for audience engagement: www.tstoryteller.com Robert Pratten CEO TransmediaStoryteller.com @zenfilms or @tstoryteller 54. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGSummary 55. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGSummaryAn Interactive Narrative Has an authored core story. Has a social narrative. Integrates and encourages audience participation. Is a dynamic story that allows for personalized engagement andnarrows the gap between writer and reader. Page 55 Developed by: Andrew Lewellen, Razorfish 56. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGQuestions?Page 56 57. INTERACTIVE NARRATIVES: CREATING THE FUTURE OF STORYTELLINGThank You!