Bringing the Outside, In · transmedia storytelling data visualization immersive or mixed reality location-based media Reports –Testimonies Entertainment Awareness Academic Activist

Bringing the Outside, In

PDF + Resourceswww.garrygolden.com/KCED2016

Data + Design Real-Time Content Marketing Guerilla Futures

Warm up Next Steps

Last ten years ten years

What is the problem to solve when we tell our story?

Popularized personal storytelling format

Emotions + Global Issues STAR Moment

(Something They’ll Always Remember)

Franchised brand Know their audience Time limited talks

Theatrical (Rehearsed talks)

Focus your attention Suspend your belief Use props Engage all your senses Reveal

Tell a story with motivations Yes, and… (vs Yes, but) Make partner look good Know what not to say Don’t end on open-ended

data journalism

crowd-sourced storytelling

interactive documentary

transmedia storytellingdata visualization

immersive or mixed reality

location-based media

Reports – Testimonies

Entertainment Awareness Academic Activist

quest-based stories problem-solving stories

Spectrum of Storytelling

promotional

place-based stories

Social Media Broadcast MediaOne-to-One

Storytelling Across

Eras of Communication

Bringing the Outside, In

Design + DataInfographics

Content Marketing

Guerilla Futures

Real-TimeStorytelling

Design + Data-driven Storytelling

Infographics

Infographics Showing Timeline of a Learning Journey

Data-driven Story Easy to Push via Social Media

Arts Education Infographics

Adjusted motion slide

Map-based Data Driven Storytelling + Advocacy

Upsides to Infographics?

Visual flow + unfolding of storylineMake sense of complex informationFocus attention on key conceptsVisualize comparisonsThe human mind processes visual

information 60,000 times faster than text and that 83% of human learning is visual, as opposed to auditory or verbal.

Infographics Gone Wrong?

Length Density Overdone visualsDesign gets in the way

Data-driven Storytelling

Infographics

Tools to Explore

Design Tips Be audience specific Highlight with Headline Choose data wisely (< 5 figures) Consistent Design Fit for platforms

(e.g. Pinterest; Facebook; Twitter; LinkedIn)

Sources + Citations

Data-driven Storytelling

Describe an arts experience story that might fit well within an infographic template?

Infographics for Arts Experiences Outcomes (Before vs After) Student or Classes Journey over timeLocal Community Dynamics____________________________________________

Real-Time Stories

live backstage interviews and jam sessions with the Irish indie folk band Villagers

https://www.periscope.tv/RoyalCaribbean

Bob Ross The Joy of Painting 1983-1994

Happy Clouds to Rhino iPhone

“Snack sized Professional Development”

Learn more…

Case for Real-time?

Insider View of ExperiencesLive – Raw – Authentic Emphasis on Process Shifts controlGain real-time audience

(Hearts and Text Feedback)Extend geographical reach

(e.g. Grandparents dial in)

Really Garry? This is Stupid

Who has time? Celebrity Spectacle culture Lack of control (Liability)

Even though you might hate the idea

Describe how we might use real-time format to tell stories of arts experience?

Real-time for Arts Experiences Promoting Upcoming Events

(Broadcast 10 minutes of final rehearsal)Livestream Classroom Experience Livestreams for Politicians + Policy-makersPrivate Parent ‘Scopes’ Virtual Field Trips ____________________________________________

Content Marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience.

“Instead of the banner ad, be the feature story."

InfographicsVideo Reviews (books, talks, et al)Op-edHow-to (skills building)Listicles PodcastInterviewsQuestion + AnswersResearch Quotes

Industry NewsStories (Case Studies) Images (PNGs; GIFs) Campaign / Microsites Awards Polls - SurveysContests - ChallengesWebinarsResource Lists

Content Marketing tries to be ‘useful’

1. Deliver free content2. Build a base of followers3. Establish relationship based on authority + trust 4. Convert to paying customer (advocate)

Content Marketing = ‘useful’ not an ‘interruption’

An Analog for Arts Education?1. What ‘content’ do teachers, parents, students want?2. Which base do we need to build? 3. Who else has authority + trust?4. What forms of currency do we want?

“Cultivating Thought” Author Series campaign actually came from

acclaimed "Everything Is Illuminated" author Jonathan Safran Foer.

In 2012, Beck chose to forego traditional marketing methods in favor of a digital content marketing campaign.

Rather than releasing the album itself, he released the sheet music for it and encouraged fans to compose their own interpretations of his songs long before he let loose a single note of his own.

Sells premium content through his personal website: Guitarjamz.com.

Case for Content Marketing?

Focus on what ‘audience’ really wants (not message we have been delivering) (Raise happy, healthy, engaged kids)

We are creative people! So create things!

Expand notion of arts integration

This is worse than Real-time

It feels subversiveI’m not sure what it meansPeople will be annoyed

with cheap content

Even though you might hate the idea more than real-time

Describe how a ‘useful’ content strategy might build a base of advocates?

Real-time for Arts Experiences Parent Focused Student focused Teacher focused Teaching Artist focused ____________________________________________

Guerilla & Embedded Futures

Subversive Scenarios

Bringing our scenarios alive by hacking early child spaces or marketing materials?

Twisting Familiar Everyday Items

Activism

A blue line is traced

(using chalk, or paint, or

tape, or projected) through

the streets of the city,

showing where sea level is

expected to be by the end

of the century if global

warming continues

Learn More….

Case for Guerilla Storytelling?

Focus on shocking people into seeing world differently

Vision focused – Shows how world might be different with or without strong arts elements

This will get me fired…

Is it legal?What will x-think?It feels subversive

Even though you might hate the idea more than real-time

Describe how a ‘useful’ content strategy might build a base of advocates?

Data + Design Real-Time Content Marketing Guerilla Futures

Warm up Next Steps

Trends & Issues Mapped Against Readiness & Urgency R

ead

ine

ss

Urgency

Not Urgent Urgent –Critical

Not Ready

Ready

SomewhatReady

Important

De

pth

of

Sub

ject

Exp

ert

ise

I versus T-shaped Description of Ourselves

De

pth

of

Sub

ject

Exp

ert

ise

Ability to Apply Broadly Across Situations & Disciplines

I versus T-shaped Description of Ourselves

What does a future T-shaped _______ look like?

Consider a List of T-Shaped Skill sets & Mindsets1) ____________________2) ____________________3) ____________________4) ____________________5) ____________________6) ____________________

Workshop Resources:www.garrygolden.com/KCED2016

Garry Golden (Two R’s)garrygolden@gmail.com