Strategic Storytelling: Maximum Impact in a Digital World
In partnership with Columbia Business School Executive Education
"I tell stories to jurors in the context of representing business people accused of serious federal crimes. I cannot begin to say how much you taught was directly applicable to my work environment.”
– John Lauro, defense attorney
Storytelling has always been central to human experience – it's how we explain and make sense of the world. But today, as media-savvy audiences begin to tune out advertising messages while searching for ever-more-immersive entertainment experiences, the way businesses and professionals need to communicate is changing. Led by best-selling author Frank Rose and offered in partnership with Columbia University School of the Arts, Strategic Storytelling shows how any organization can tell its story in a way that produces maximum impact in our digital world.
Strategic Storytelling will introduce you to a simple suite of visualization tools designed to help manage the complex narrative ecosystems that audiences are coming to expect, whether in marketing, entertainment, or journalism. Its Four Levels of Engagement framework, for example, can be used to diagram an array of narrative vehicles based on the level of audience engagement they induce. Most people will only want to engage with the primary offering, be it a movie or a product or service, but others will want to go deeper — and the deeper they go, the more committed and evangelistic they become. This is why a hit television series like The Walking Dead — itself a conventional, one-way broadcast experience — will spawn not only spin-off TV and Web series but a panoply of other properties, including interactive offerings like online quizzes and single-player video games; highly participatory offerings such as multi-player video games and social media initiatives; and at the extreme end of the spectrum, targeting only the most dedicated fans, real-world experiences like the AMC Zombie School for people who want to play walkers on the show. Together, these four levels form a self-reinforcing network that deepens the connection of existing fans or customers and brings new ones in.
As a member of Columbia University School of the Arts’ Digital Storytelling Lab, Rose is helping to pioneer a new understanding of narrative and its role in the digital age. Strategic Storytelling builds on this to show how story is used by entertainment industry professionals, by leading brands, by B2B providers, and by non-profits—and what each can learn from the other. Over the course of two days, you will engage in a mix of deep learning and hands-on workshops that will leave you with a thorough understanding of the digital media ecosystem as well as the expertise you’ll need to communicate strategically within it.
"The Power of Immersion" infographic by Frank Rose is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Based on a work at http://www.strategy-business.com/article/00308?gko=92656