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Beyond the Like: Trends and Innovation from the World of Social

Transmedia Storytelling

There’s been a lot of talk lately about where brands should go now that we’ve entered a realm where fan acquisition is not the main goal within social communities.

This “beyond the like” era has been dubbed by many as multi-platform strategy or “transmedia storytelling.” Many in the ad industry have dubbed it, “the future of marketing.” But what is it? And why should you know about it and adopt it?

After listening to Jeff Gomez, CEO of Starlight Runner Entertainment (a leading creator and producer of highly successful transmedia franchises), we’ve come up with 10 reasons why you should pay close attention to this new force in marketing:

  1. We already live in a transmedia world. We are all globally connected citizens that use multiple communications platforms to interact with one another. And unlike the early days of social, we are active on these platforms and show no bias toward them. You might like Twitter more than Facebook, but it is hard to find people who don’t like any of these communication platforms at all.
  2. Consumers of today have a new psychological attitude & behavior toward brand communications. Consumers want to be brought together and not simply be impressions for brands.
  3. Transmedia Producer is now a real role. The Producer’s Guild of America has taken a large step with the accreditation of the title of Transmedia Producer, which is the storyboard creator across multiple platforms. This means a lot to transmedia since the role was a futurist idea just five years ago.
  4. Communication is ubiquitous & individuals are hyper-connected. The time we live in now makes it easy to find & connect with communities with which to share your transmedia stories.
  5. We have a new communication paradigm to navigate. Communication has become so chaotic that it requires techniques to help execute flow &navigate – making it more important to tell cohesive stories in compelling ways.
  1. Transmedia stories are the most fundamental & immersive form of communication. These narratives engage our brains at the intuitive, sensory and executive levels – making them the easiest to connect with various audiences.
  2. Transmedia storytelling strategies create many points of entry. These multiple points of entry make it easy to reach multiple demographic user needs and effectively expand a brand’s customer base.
  3. Transmedia largely impacts your bottom line. There’s a major financial impact since this model redefines ROI, extends brand shelf-life and creates value-added IP assets and ancillary revenue streams.
  4. Transmedia is trans-company. It helps break down the siloed environment of the world of business(especially at agencies). Creatives need to work with social, who need to work with digital, who need to work with media, etc. It is the utmost collaborative model of working in the 21st century.
  5. Consumers will have more tools for self-expression in the near future. Consumers will be able to produce content at their own will, express what they feel in their own hearts &minds and not have their expressions dictated by a small circle of brand marketing executives. Meaning that brands will have to work with consumers more & more in the near future.

What examples of transmedia have you witnessed recently? Do you think more brands will adapt this as it gains momentum? Is this strictly a model for entertainment or could it be used in the world of B2B? Is the collaborative model too ahead of the curve for most siloed brands and agencies?

Share this, share your thoughts or tweet at us @SocialOgilvy

Appreciated contributions to this post were provided by Geoffrey Colon.

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