<digital> storytelling </digital> (digital) storytelling

<digital> storytelling </digital> (digital) storytelling

are there any questions?

<digital> storytelling </digital> (digital) storytelling

storytelling starts with asking questions and (then) go on a journey to seek for answers, together with your audience. There is a question at the very beginning of every story.

"Storytelling is the act of bringing home the discoveries learned from curiosity."

Ben Grazer

<digital> storytelling </digital> (digital) storytelling -> summary

• introduction: how we came to this point, personal story • Why is digital storytelling important? • How does digital storytelling work? • What is the benefit for museums? • What does it mean for you and your work in a museum?

• Ideation • How to develop the story and integrate it in a customer

journey • Implement it in a tour

Storytelling is about the identity and relevance of a museum, for the audience / visitors and for society. Therefor we need to know more about this identity, the DNA and the powersource of the museum. This means the museum as a personality.

<digital> storytelling </digital> What are we going to talk about?

storytelling why how

meaning benefit

narrativity theory

writing for digital media

crossmedia / transmedia communication

customer journey #1

usability for education, exhibits, retail, communication, website

value for museum

audience city

science education…

?

your story participation

customer journey #2

introduction

<digital> storytelling </digital>

after my research is done, I will publish my knowledge in a peer reviewed journal. From this I make a selection of what you

should also know ...

once upon a time …

#curator #knowledge

#truth #authority

#etc.

<digital> storytelling </digital>

aren't there easier ways to share knowledge?

#amateur #experience

#communities #mediocrity

#etc.

Good question! I will ask the swarm

then media became democratised

<digital> storytelling </digital>

can you follow me?

#amateur #experience

#communities #mediocrity

#etc.

I just follow trending topics

depends on who you follow

everybody started talking

<digital> storytelling </digital>

you know that gravity is not

just imagination

we create and tell stories together

That's why I love science

you mean we could all fall?

multi-perspective, multi-layered truths

<digital> storytelling </digital> my story?

<digital> storytelling </digital> I love to make museums more engagingI love to make museumsI make museumsI make

<digital> storytelling </digital> I love to make museums more engaging

<digital> storytelling </digital>

“I am not interested in erecting a building, but in […] presenting to myself the foundations of all possible buildings.” Ludwig Wittgenstein

schoolslibrariesmuseums

makers followers customers

museum in the making: in the cloud, reaching out with satellite buildings

<digital> storytelling </digital> back to the questions: Jennifer Brandel

https://www.youtube.com/watch?v=Cmf193gtC-k&feature=youtu.be

<digital> storytelling </digital> Question: What are we going to earn?

#money? #respect!

#attention! #relation

#trust #credibility

#issues #questions #insights = #value

discuss this subject for about 3 minutes with your neighbour

<digital> storytelling </digital> importance of storytelling for museums

museums as conversations

<digital> storytelling </digital>

Very often we try the invite visitors to participate in our museums. Which is good of course. Yet, it is mainly the museums that have to participate in society, by sharing their stories and moreover by listening to stories, issues and questions in society. If museums can start conversations about these subjects and formulate answers together with their audience, they will become more relevant to their audience.

This way, storytelling might lead to more relevancy.

engagement: museum and society

<digital> storytelling </digital> Why is digital storytelling important?

Jasper Visser: "To address the most important issue first: there is no such thing as digital storytelling. There’s only storytelling in the digital age, and frankly speaking this isn’t much different from storytelling in the age of hunters, gatherers, dinosaurs and ICQ. […] Digital is not the difficult part in digital storytelling. Storytelling is."

We might instead speak of 'storytelling enhanced by digital media'. That means, besides knowing how to tell a story (we will come to that later):

- interactivity in the way we tell stories and listen to them

- co-creation in the way we shape and evaluate the stories

- non-linear structures in the 'storylines'

- crossovers from different types of media and the motivation to do so (= transmedia)

Museums could benefit from these opportunities, because they are already fairly good at telling stories and the support of digital media nables the audience to get involved, become engaged and participate. In fact this helps the museum to become a social institute, participating in relevant conversation in society.

<digital> storytelling </digital> digital?Again, it's about storytelling. Not about 'digital' or technology. Like there is no such thing as telephone-storytelling or television-storytelling… Yet the internet, smartphones, television and many other media give us tools and opportunities to make storytelling even more engaging.

Jackie Gerstein says: "digital storytelling integrates meaningful stories with media," and "digital storytelling is a form of narrative expression that is crafted into a media production." There are 5 key elements in 'digital' storytelling:

1. Define meetingplaces, transfers, conversations, (‘active communities’)

2. Support real life connections and relations (combine virtual and physical).

3. It is about the audience, not about your marketing or technology.

4. Focus on genuineness and authenticity 5. Provide unexpectedness and fun.

<digital> storytelling </digital> digital: big names (but hardly any women)

<digital> storytelling </digital> storytelling ≠ knowledge exposure

a lot of text but hardly any story

<digital> storytelling </digital>

#text #context #knowledge #objects #intangible #oral #history #value #experience #game # …?

Telling history ≠ spelling history

http://i.ebayimg.com/00/s/MTIwMFgxNjAw/z/8r4AAOSw3ydV6yPO/$_3.JPG

<digital> storytelling </digital> Storytelling = using imagination, experience, knowledge… and curiosity

http://jalopnik.com/5854568/amazing-pictures-of-an-outdoor-russian-car-museum/

<digital> storytelling </digital> imagination vs. fantasy

<digital> storytelling </digital> storytelling, try to be true

#network #innovation #connectivity #exchange #adaptability #swarm #share #credibility #tastemakers #audience #relations

<digital> storytelling </digital> telling history? Connectivity

Metcalfe's law: n(n − 1)/2

also counts for digital

1

5 10

12 66

500 124750

<digital> storytelling </digital> telling history? excentricity

we're here

This is where it happens!

Think excentric! contribute to important issues, trends, networks, startups, dare to distinguish

<digital> storytelling </digital> storytelling is drama

"drama is anticipation mingled with uncertainty"

<digital> storytelling </digital> what is happening?

<digital> storytelling </digital>

- Stories can enable us to find similarities between ourselves and others, real, virtual, imagined…

- Stories can confirm a truth that enhances our sense of who we are as human beings, to confirm stories of who we are (we all want confirmation that makes sense of our lives)

- Stories can let us care about - really emotional, intellectual, aesthetic - things that are valuable for us; there is no one you can't love, once you've heard their story

- ensure there is a constant directive, a road map, a route that includes the central theme

- give your audience not 4, but 2 + 2. Encourage the urge to finish the story, to help, to care, to fill in ...

- stories have to contain the most important ingredient: surprise

- Stories can bridge the boundaries of time, they can connect the past, the present and the future. Stories can connect. museums should connect.

The power of stories

<digital> storytelling </digital> who's story? no single story? new identities

<digital> storytelling </digital> true and fair stories to beleive in

<digital> storytelling </digital> Why storytelling? Oral history and inclusion

storytelling (and listening) means cocreating our heritage

<digital> storytelling </digital> Why storytelling? Crowd sourcing for a purpose

crowdsourcing 'stories' means building relations

<digital> storytelling </digital> Why storytelling? Co-creation

defining and refining identity

<digital> storytelling </digital>

defining and refining identity

Why storytelling? Personal and local

<digital> storytelling </digital> Why digital? the L.I.S.T. model

( r e a l )T i m e / m o m e n t

S o c i a lI n t e r a c t i o n

( m e t a )

I n f o r m a t i o n/ I n t e r f a c e

( p o s i t i o n )

L o c a t i o n / P l a c e

meetings

stories

e x p e r i e nc e s

c o n v e r s at i o n s

<digital> storytelling </digital>

The dimensions of time and space were in crisis at the end of the 20th century. There was the acceleration of transport and information but not widely access to it. Internet is the answer to this crisis and therefore so successful. Digital interaction has transformed the archaic dimensions Space and Time into operational interaction in which information, position and Time/ moment are aligned. These STIP (LIST) dimensions are mutually reinforcing; from Google Earth and Layar to Foursquare and TomTom. Digital interaction makes the Here and Now for all of us to an emotional dimension that can be experienced and operationalized. From the Now man builds his world. The man who originated a spatial entity has media at his disposal which he can connect him to the world, can help him build this world and influence it from there and then.

Johannes Bongers (Bureau S.) 2005

Why digital? the L.I.S.T. model

<digital> storytelling </digital> Significant value of storytelling

value exchange, value (co)creation

Aesthetic Value

Historic Value

Scientific Value

Social Value

Nature of Significance

Degree of Significance

Rarity

Representativeness

The Assessment Criteria for Cultural Heritage Significance

<digital> storytelling </digital>

value exchange, value (co)creationWhy storytelling?

• do we have the capability of delivering this, according to our assets and our existing content?

• will it deliver on organisational priorities to grow revenue, reach and reputation?

• will users love it? (or people, as they’re commonly known).

users love it, it meets their needs

fits with the museum (core text/powersource)

grows revenue and reputation

YES! http://www.vam.ac.uk/blog/digital-media/thinking-small-how-small-changes-can-get-

big-results

<digital> storytelling </digital>

http://www.citejournal.org/vol10/iss1/languagearts/article3.cfm

telling history?

<digital> storytelling </digital> telling history?

http://edtechteacher.org/8-steps-to-great-digital-storytelling-from-samantha-on-edudemic/

<digital> storytelling </digital>

http://www.slideshare.net/mungo13/writing-narratives?related=2

working on narrativity

<digital> storytelling </digital>

http://www.slideshare.net/mungo13/writing-narratives?related=2

working on narrativity

<digital> storytelling </digital>

www.slideshare.net/nightkitcheninteractive/is-it-working?qid=dc5a64dc-567e-49b9-b8a7-20bddcd10954&v=qf1&b=&from_search=4

from identity to storytelling

<digital> storytelling </digital> 6 x L ( 3 x 2) x L

Loose

Listen

Like-wise

Learn (lifelong)

(L.A.T.) relations

be Loved Loyalty And Trust

<digital> storytelling </digital> What are we going to talk about?

storytelling why how

meaning benefit

narrativity theory

writing for digital media

crossmedia / transmedia communication

usability for education, exhibits, retail, communication, website

value for museum

audience city

science education…

?

your story participation

customer journey

introduction

<digital> storytelling </digital>

“Narrativity is a term that describes the degree of ‘storyness’ of a text.” (not of an object, or a (historic) person, site or event?)

narrativity

<digital> storytelling </digital> the narrator and his changing role

<digital> storytelling </digital>

matter of perspective

standpoint and focalisation

<digital> storytelling </digital>

space and possibility to cross borders (philosophicly)

How can stories be folded onto physical space in order to create memorable human experiences and produce places that have distinct identities? How can theories of space and theories of narrative inform each other? How can physical and virtual worlds be combined, to produce multi-sensory environments? Where is the agency and who or what are the actants? What is the role of user participation? How can narrative environments address social, economic and environmental sustainability?

narrativity in context (of location)

<digital> storytelling </digital>

communication between the duration of the telling and the period of the story being told

duration and period

<digital> storytelling </digital>

communication between the duration of the telling and the period of the story being told

duration and period

<digital> storytelling </digital> Your story short

maybe they search for instant identity?

Think about the most precious, famous or otherwise spectacular object or cultural heritage you know or own…

write a tweet about this, in which you summarise the utmost essence in 140 characters…

example:

<digital> storytelling </digital>

How did you use twitter? For whom was it? did you think of followers or an audience? Was it a stand alone text, or did it contain a link? Did you shorten this link? Did you mention someone?

Was your tweet engaging? How?

Was there dynamic in the conversation?

Did you write (think) intuitively?

Why is this important?

Like you

<digital> storytelling </digital>

Be concise What difference does it make if you live in a pisturesque little outhouse surrounded by 300 feeble minded goats and youre faitthful dog…? The question is: can you write?

Ernest Hemingway

How to write for the episodes of your story

Be imaginative You have to try very hard not to imagine that the iron horse is a real creature. You hear it breathing when it rests, groaning when it has to leave, and yapping when it's under way… Along the track it jettisons its dung of burning coals and its urine of boiling water; … its breath passes over your head in beautiful clouds of white smoke which are torn to shreds on the trackside trees.

Novelist Victor Hugo, describing a train

<digital> storytelling </digital> How to engage with your writingsBe brief I have made this letter longer than usual only because I have not had the time to make it shorter

Blaise Pascal, 17th-century philosopher (Winston Churchill quoted him)

Be direct I am hurt. A plague o'both your houses! I am sped.

Mercutio in Romeo and Juliet

Be curious, true, thoughtful, interested, generous… Do you like our redesign? Our intern Marlieke made it in our MuseumLab!

<digital> storytelling </digital> The art of copywriting

writing is thinking visual (with a small amount of text), is looking through the eyes of your audience

<digital> storytelling </digital> From museum text to copy

"Communication is conversation. Not dictating, but speaking with. And listening."

<digital> storytelling </digital> storytelling & crossmedia

<digital> storytelling </digital> The art of involving (through stories

Emotion

Creation

Senses richness

Focus

Repeat

Keep building

<digital> storytelling </digital>

mobile [ ]

web ://

broadcast )))

core text

museum { }

print "…"

App }*

info panel | |

game %%

video ~~~

• crossmedia means reaching out, get people interested, involve and activate them whith various media that together let your audience experience (and even co-create) the different layers and episodes of your 'core text' and derivated activities via diverse media & devices.

• the different parts interact via the various media channels and do not appear all at once. Which means there is no lineair, but a fragmented 'story'.

[ ]

}*

QR [ ]

~~~ ://

{ }

crossmedia structure

<digital> storytelling </digital> crossmedia / transmedia infrastructure

PoI

PoI

PoI

PoI

PoI

PoI

PoI

PoI

PoI

<digital> storytelling </digital> telling history? all parts looseley joined empowering one identity…

# values # ambitions

# thought concepts # beleives

# questions # challenges

# imagination # BIG IDEAs

AuGMEnTEd REALITy, ART And TEcHnOLOGy

<digital> storytelling </digital>

• The various channels can go the same direction or go seperated ways and cross each other on (meeting) Points of Interest (PoI). Where a crossover (many times an event/exhibition/workshop) might take place.

• The crossmedia approach helps in reaching the audience, make them interested, get them involved and activate them.

• The various media are chosen because of their mediaspecific abilities to attract people, inform them on a certain moment with typical content and to bridge several types of information and interaction.

crossmedia / transmedia infrastructure

<digital> storytelling </digital>

So every type of medium has specific qualifications that can help you with accomplishing the customer journey, engage the audience, tell the story and build relations. Some examples: With television you can reach a lot of people at the same time, it is good for an emotional impact. People often watch television together, or share their opinion via the second screen (microblogging, facebook, etc. on their smartphone or tablet). But you don't know if you reach them and televion is very costly. A magazine is something you can easily take with you on a couch, in a waiting room. You can draw on the pages, fold them, tear something out. You don't have to charge a magazine. But once it is printed, you can not change anything. There is no possibility to link… A museum is both a medium itself and a 'hub' for many media, connecting different stories, information, people. So also use it for the reason of connecting and offering a meeting place. Once a person steps to another medium, he/she will be motivated to continue the journey, if you design it the right way and both the content and activities are appealing (= transmedia, see Henry Jenkins)

choosing media and combining them

<digital> storytelling </digital>

Choice of the medium is about asking yourself all possible questions, starting with why and how will visitors use it, how often, what is the purpose, what the interaction will be.

Internet is 24/7, which means it is always on. Another characteristic is that it easily aggregates different types of media. Like text (via CMS), pictures, video, ouput from a database, games, blogs… Therefor the main feature of the internet is still: the hyperlink. People are familiar with the use of a 'personal computer', even if it is just a screen in your museum.

Not all the screens in your museum are fit for interactivity. You could do a little survey in your museum to find out how many of them really ask the visitors for their information, instead of letting them choose between the options you provide… If you plan to use a multi-touch screen (table or wall), what would be the benefit of many hands touching the content at the same time?

Mobile/smartphone is also 24/7 and it is in the hand of the user, very close. Also close to the friends and photographs on the device. Most important is that the user takes the device/medium wherever he/she may go. It has gps, camera, internet, speaker, microphone, gyroscope, text input, etc.

choosing media and combining them

<digital> storytelling </digital>

The future will be mobile, whether it is on a smartphone, smartwatch, tablet or wearable devices. As an indispensible part of the 2.0 museum, mobile supports the key indices of the museum’s success vis-à-vis its core mission and responsibility to the public good: • Relevance: the museum’s responsibility to make its collections, content and

activities meaningful and accessible to the broadest possible audiences; • Quality: the museum’s mission to collect, preserve and interpret the

invaluable artifacts and key stories, ideas and concepts that represent human culture and creativity;

• Sustainability: the museum’s enduring obligation to deliver both quality and relevance to its audiences—forever.

(source: Nancy Proctor Mobile Apps for Museums (e-Book: epub version))

mobile / app

<digital> storytelling </digital>

a device or technique and even statistics are not that important. Mobility, content, dialogue / interaction, attention, personality and information on site, are though.

• exploring the neigbourhood: show the typical places, historic sites, points of interest, offer information and link to stories in your museum (collection)

• experience/education: what is the impact of the usage? A good time? Offering entertainment? An unreplaceble experience, something to learn and remember? Change of behaviour? Is it a game?

• crowdsourcing/involvement: “is the given information right, relevant? Let us know what you think of it. Do you have anything to add?”

• participation: volunteer, help us to organize the next event, tell your story, share your picture, bring in your friends or become one of the museum. This is also about social cohesion/inclusion

• link the heritage information and history sources with a.o. citymarketing, tourism and leisure.

mobile / app, possibilities and usage

<digital> storytelling </digital> once you have heard their story…

<digital> storytelling </digital>

No matter what type of media you choose, it will always be about having conversations and building relations. Consider your website or social media as a meeting place for social interaction and engagement.

http://www.vam.ac.uk/content/articles/a/adult-social-inclusion-programme/

again, the customer journey

<digital> storytelling </digital>

http://traackr.com/influencer-identification-toolkit/

again, the customer journey

<digital> storytelling </digital> again, the customer journey

http://traackr.com/influencer-identification-toolkit/

<digital> storytelling </digital> again, the customer journey

http://traackr.com/influencer-identification-toolkit/

<digital> storytelling </digital> again, the customer journey

A1

A3

A5

A4

A7

A6

A8

A2

define the identity & core text

formulate the purpose + ambition

define your followers (who, where)

define the (inter)actions

where is the action, when, how much, how long?

define the (cross)media usage

content (resources)

monitoring, what should be the result (KPI)

organization, who's doing what?

planning

Budget: cost & earnings

define the co-created value

dvelop the customer journey

<digital> storytelling </digital> social (media) engagement, the basis

<digital> storytelling </digital>

stra

tegy

stra

teg

y

strategy

vision beckoning power

imaginative + influencing draw attention / give direction

mission working power creating solutions + awareness problem solving / promise

relation recruiting power

connecting, behavioral change, participation

core text that defines the organization (Look:) (,because) (and so…)

the powersource

<digital> storytelling </digital>

vision beckoning power

mission working power

relation recruiting power

core text core textcore text

1. organization 2. project/exhibition

3. visitor perspective

Look

because

and so…

I see

how it works

it means to me

from powersource to project in 3 layers

<digital> storytelling </digital>

Layer 1: write the powersource of your museum vision mission relation Try to make a version that is more easy to understand and can be put in 3 sentences maximum.

Layer 2: write the core text of your museum's story • visionairy/beckoning power (“look!”) • missionairy/working power (“because...”) • relational/recruiting power

(“and so, that means for you”) summarize them in one sentence…

from powersource to project in 3 layers

<digital> storytelling </digital>

Layer 3: write the core text that defines your project (Look:) > What do you or does the visitor actually see? (,because) > why is this important, how does it work? What is the meaning? (and so…) > why should your visitor care? What does it mean to your visitor, how can the visitor contribute? Be brief, be imaginative, be true.

Compare those 3 layers. Do they match? Do you have to change something?

from powersource to project in 3 layers

<digital> storytelling </digital>

- Define the core of your story - Define ingredients, such as characters, situation / location,

storyline, time, dramatic change - Who is your audience? - Why do you want to involve them. What do you want from

your audience? - Which part of the story is suitable for which media? at which

moment? -> make a roadmap - How and when will they interact? - How do they get from medium to medium? Why? - Have fun!

crossmedia / transmedia

<digital> storytelling </digital>

1: Quality and Speed means Costs.

2: It’s never as easy as you think it will be.

3: Have a plan or outline for the whole project before you begin. Know thematic elements as well as the look and feel of a project. And know when a project ‘ends’.

4: Set the stage so the audience knows what they are committing to structurally (their time and commitment) as well as the ‘story’ elements.

5: Everything in your transmedia story has a potential barrier to entry. For example, having to register to use the site, moving across platforms etc.

6: Everything is a balancing act, for example, between audience size, audience engagement, audience contribution, accessibility etc. Don’t make the bonus content — the music, the audio play, the game, and whatever else I devise — necessary to follow the story.

7: Promote yourself. Your own networks aren’t enough. Go where your audience is, to forums and blogs and news sites and put your stuff in front of eyeballs.

Christy Dena

7 lessons about transmedia stories

<digital> storytelling </digital>

http://www.youtube.com/watch?v=61g72U9ZEsY&feature=PlayList&p=4482DCE2474A1653&playnext=1&playnext_from=PL&index=6

http://www.youtube.com/watch?v=Mn-vO1mi2eQ&feature=related

http://www.slideshare.net/jgerst1111/digital-storytelling-1303268

http://www.geheugenvanalmere.nl/

http://www.disappearingplaces.net/tags/

http://www.frankwatching.com/archive/2007/03/11/digital-storytelling-de-kunst-van-het-toevoegen/

http://storiesforchange.net/

http://en.wikipedia.org/wiki/The_Truth_About_Marika

http://www.youtube.com/watch?v=iX_ZJkwvKR8

http://www.brooklynmuseum.org/opencollection/tag_game/start.php

http://blog.programmableweb.com/2009/04/01/hack-the-brooklyn-museum/

http://www.dutchcowboys.nl/events/16338

transmedia storytelling - links

<digital> storytelling </digital> 10 x M ( 3 x 3 + 1)

- (hu)man (make communities personal)

- motivation (passion, involvement, values)

- makers (co-creation, crowdsourcing)

- mix and remix (mash-ups, crossovers, interaction)

- moment (attention, occupation, timing)

- mobility (of ideas, memes/thought concepts and people)

- mark & fame (societal marketing, storytelling)

- meet opportunities (issue surfing, introduction of technical innovation, topicality)

- measuring (analytics, statistics, marketing)

- medium (besides mediumspecific qualities also style of medium: reach, interest, involvement, activation)

<digital> storytelling </digital>

blog / facebook / twitter / google+ scooop. it! paper.li etc.

seminar

expo site bieb

event

photo

3D / AR

video

e.g. issuu / slideshare / flipbook / pinterest

curriculum

internship

debate + LinkedIn

game

+ best practice (showcases, project descriptions) + knowledge database (publications, presentations) + external sources

stories / knowledge

+ experience / opinion + news (blog , social media) + announcements (events, exhibitions, conferences) + node / hub (social media, contact information)

research

app mobile

knowledge ecology

<digital> storytelling </digital>

in search of van Gogh...

Who is telling / writing?

<digital> storytelling </digital>

at the official museum website?

Where to meet your audience?

<digital> storytelling </digital> L.I.S.T.

<digital> storytelling </digital>

will they look for shared experiences?

Where are people social?

<digital> storytelling </digital>

maybe they search for valuable fun?

just video, or search engine?

<digital> storytelling </digital>

maybe people expect to find hem here?

Collecting and recollecting

<digital> storytelling </digital>

people may get involved in a playful way

Rehearse, remix and recreate

<digital> storytelling </digital>

maybe they search for instant identity?

Share and favorite

<digital> storytelling </digital> how to tell?

<digital> storytelling </digital> from entertainment to serious gaming

<digital> storytelling </digital> from loosing memories to remembrance

<digital> storytelling </digital> co-creation in telling stories

<digital> storytelling </digital> you choose, we show

<digital> storytelling </digital> the art of listening (to chairs)

<digital> storytelling </digital> involving the audience, sharing stories

<digital> storytelling </digital> dutch architecture: museum and AR stamps tell the stories

<digital> storytelling </digital> discover, learn, play

<digital> storytelling </digital> walking and discovering

<digital> storytelling </digital> 3D reproduction and markers: smart replicas

<digital> storytelling </digital> how can we use this value

education

information + knowledge

imagination

website

retailexhibition

<digital> storytelling </digital> Case / discussion

<digital> storytelling </digital> Case / discussion

<digital> storytelling </digital> Case / discussion

what kind of media could the Pushkin Museum use and why?

<digital> storytelling </digital>

what kind of media could the State Historical Museum use and why?

Case / discussion

<digital> storytelling </digital> спасибо за внимание!