interactive marketing Elements of Digital Storytelling

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interactive marketingElements of Digital
Storytelling

• Nora Paul
• Univ. of Minnesota
• Institute for New Media Studies

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new media studies

• What is different about the media environment
  that is new / needs to be studied?

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institute for new media studies

• Focus on storytelling

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so many terms, so little
clarity
Hypertext

• Interactive

Multimedia
Experiential
Multi-nodal
Immersive
Non-linear
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elements of digital storytelling

• Goals
• Achieve greater clarity on terms
• Use to assess current usage
• Define components for effects testing

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elements of digital
storytelling

• www.inms.umn.edu/elements
• MEDIA
• ACTION
• RELATIONSHIP
• CONTEXT
• COMMUNICATION

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media

• Single Medium Norshipco
• Multiple Media Around Alone
• Multimedia Airbus Unclogging a Drain
• Questions
• How do people process multimedia versus single
  media packages?
• Does multimedia impede or enhance understanding /
  retention?

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action

• Static / Passive Austin Healey
• Static / Active Fiat
• Dynamic / Passive Finding Nemo
• Dynamic / Active Alfa Romeo
• Questions
• Whats better, making people select or just
  giving it to them?
• Is dynamic content more compelling than static?

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relationship

• Linear Kellogg
• Non-linear The Cessna Story
• Questions
• What form results in more comprehensive reading?
• Does non-linear presentations selection process
  increase engagement?

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relationship

• Manipulation
• Do It Yourself Network Room Planner
• Hilfiger Jeans
• Questions
• Does manipulation help with engagement?
• Does experiencing content help with brand
  recognition / retention?

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relationship

• Calculation
• Buddy Lee Jeans Certification
• Marriott Event Calculator
• Questions
• Does this sort of input and calculation tracking
  engage users?
• Do these tools drive users back to the site?
• What are the branding opportunities?

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relationship

• Customization
• Jostens design your own ring

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context

• Embedded Cessna
• Sidebar Medtronic
• Questions
• Which method gets peoples attention?
• Which method results in greater linking to
  related materials?

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communication

• Buddy Lee Forum
• Mama Ragu Virtual Representative
• Online Chat Neiman Marcus
• Email form Vote No War.org
• Questions
• How do people want to be communicated with?
• Who do people want to communicate with?
• What is the main objective of the communication?

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words of advice

• Your website isnt something people read, its
  something they do. Visiting your site is an
  activity.
• industry newsletter

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words of advice

• New media is interactive. In contrast to old
  media where the order of presentation is fixed,
  the user can now interact with a media object. In
  the process of interaction the user can choose
  which elements to display or which paths to
  follow, thus generating a unique work. In this
  way the user becomes the co-author of the work.
• Lev Manovich The Language of New Media

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words of advice

• Five principles for the always-on age
• Create a sustainable mutual value exchange
• Deliver experiences rather than messages
• Detach and distribute
• Optimize assess and improve performance
• Integrate experiences across all channels
• G.M. OConnell, ModemMedia, Nov. 2002
  http//www.modemmedia.com/pdfs/FivePrinciples_Mode
  mMedia.pdf

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