While the first chapters of this book made little to no sense to me, chapters five and six really helped to solidify this concept in my mind. I found it very helpful that the author broke the concept of storytelling down into the components of character, conflict, plot, rising tension, setting and mood, theme, and originality. In my mind, I knew that these were all concepts of storytelling because this idea had been drilled into my head all throughout middle school English and Literary classes. In order to understand storytelling as a marketing and social media tool, I don't think that I full understood it until those same concepts were applied.
When applying these concepts to marketing storytelling, I believe that the definition of transmedia storytelling has become a lot more clear to me. This concept is truly all about building up a brand identity. This identity can belong to pretty much anything and everything. In order to do this successfully, the identity must be able to relate to the target audience; and audience wants to feel like they personally know the brand itself. This is an extremely key component in building a trusting relationship between the brand and the potential or current customer.
Looking back on my internship last year with KnockKnock Social, the main objective in everything we did was to tell the story of the company for all of the clients. We did this by ensuring that there was one unified voice for each client across all social media platforms. This ensured that there was one solid brand identity, in which customers would immediately think of when they thought of the brand. This kept a base of loyal customers because they truly felt as though they could trust each of KnockKnock's clients.
I agree with yo about how the idea of transmedia storytelling becomes more clear as you read into Chapters 5 and 6 as compared to the earlier chapters. You bring up an interesting point which we also discussed in class about how transmedia storytelling and marketing are related. I thik it was great you related it back to your internship and how transmedia storytelling would be a way for businesses to tell their story to their clients and reach a connection with their target audience by doing so. Even through transmedia storytelling and marketing could be different things here there is an example of how the two can go hand in hand.
ReplyDeleteI like that you pointed out the importance of unity in transmedia storytelling. As a storytelling method that happens across various forms of media that each contribute uniquely to the story, there still has to be a single voice that connects all the pieces.
ReplyDeleteI agree that these chapters were way more clear on what transmedia storytelling is, perhaps because they related to marketing- something we have studied and understand.I also liked how you related it to what you've done in an internship setting. These chapters show that transmedia storytelling is an important part of marketing and it seems like you and KnockKnock Social get that!
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