Tag Archives: storytelling

Trending topic at SXSW 2013 – Storytelling

7 Mar

Starting March 8, thousands of tech professionals, entertainers, entrepreneurs and fans will gather in Austin, Texas for 10 days of the South by Southwest (SXSW) Interactive Conferences.

When looking at the lineup of sessions available for the SxSW Interactive, I clearly see Storytelling as the Big thing for this year

What is Storytelling? A definition by Wikipedia refers it as “Storytelling is the conveying of events in words, images, and sounds, often by improvisation or embellishment. Stories or narratives have been shared in every culture as a means of entertainment, education, cultural preservation, and to instill moral values. Crucial elements of stories and storytelling include plot, characters, and narrative point of view”


In social media, Storytelling is, at its core, is more than just telling stories about a brand, and social media storytelling is more than just creating Facebook, Twitter and blog posts promoting that brand. Effective brand stories must embody the brand. They must be unique and noticeable and inspire people to engage, share and eventually buy (or watch, or whatever drives profitability). They must be selfless and meaningful to audiences.

In this video Coca-Cola explains video he explains how Coke will leverage the opportunities in the new media landscape and transform one-way storytelling into dynamic storytelling hoping to add value and significance to peoples lives

If you are visiting SxSW Interactive, I recommend you to search for the topic “storytelling” (86 sessions is about the topic) and find out what storytelling is all about – my favorites are:

– BBC Presents: Science of Storytelling http://schedule.sxsw.com/2013/events/event_FP990427
– Infographics: The Power of Visual Storytelling http://schedule.sxsw.com/2013/events/event_IAP15832
– Storytelling: The Next Wave of Engagement http://schedule.sxsw.com/2013/events/event_IAP6706
-Training the Next 7 Generations of Storytellers http://schedule.sxsw.com/2013/events/event_IAP10453


Storytelling in Consumer Experience?

29 Apr

While reading on Information Structure as Storytelling I started to think on how storytelling can give life to elements such as perception, persuasion, behavior in Consumer Experience (CX).

As we already know, Consumer Experience (CX) is more than merely content, it involves terms as awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.

Handbook on Brand and Experience Management (by Bernd H. Schmitt & David L. Rogers – available on Google Books) defines this as

“Consumer Experience is something beyond mere satisfaction, something beyond the constraints of ‘stimulus response’, something that somehow transcends our lives”

Consumer Experience (CX) also aims to lead to further experiences i.e. relationship and this is where storytelling can help, because people relate to stories, fire (read get excited i.e. WOW-feeling) at similar experiences and help to remember experiences.

Storytelling, in Consumer Experience methology, is not a substitute, but a complementary of reaching to consumers and creating a “wonderful consumer experience” by matching our selling process with how consumer approaches.

In order to use storytelling in Consumer Experience (CX), we need to understand the elements and structure of storytelling, “Aristotle’s Elements of Storytelling”. Character and Plot are the foundation and Theme is the core of Storytelling – Character gives personality and Plot is the Theme is the in what way of approaching.

Translated, the structure of storytelling we can used as in “Elliance Translation” to show how structure can be used in Information Architecture.

The interaction point, where user needs and business goals meet, is the story.

For the part 2 of this blog post I will conclude good examples storytelling in Consumer Experience


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