MuseumNext 2015 Geneva

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Epic to Everyday
Digital Storytelling
Samir Patel - Head of Creative & Delivery, London
Blue State Digital
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@BSD
samir@bluestatedigital.com
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The Template
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We work with leading nonprofits,
advocacy groups, and brands...
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..to build and mobilise
communities to take action.
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Storytelling is physical.
When people watch stories, scans of
their brains show it not as a
spectator - but as a participant in the
action.
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6 elements of story
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CharacterPlot Conflict
Resolution SettingTheme

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Story Structure
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Act 1
Setup
Act 2
Conflict
Act 3
Resolution

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What is a story?
A story is a character in pursuit of a goal in
the face of an obstacle or challenge. How
the character resolves (or fails to resolve)
the challenge creates the drama and human
interest that keeps us reading or listening.
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What is a story?
The Template
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All of this talk about story is often
just instinctual - good writing,
savvy video editing, etc.

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And it goes… nowhere.
The Template
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Museums are not lacking ideas.

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And it goes… nowhere.
The Template
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They’re lacking a way to tie them
together to engage audiences.

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What digital brings to storytelling.
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Technology
+
Reach
+
Engagement
WiFi, blogs, video, images, CMS, audio,
music, data
Platforms, entry points, channels,
personalisation, social media, measurement
Interactivity, immersion, optimisation,
emotion, online/offline, connection

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The Template
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And a sense of action.
What do our audiences want? And
what do we want of our audience?

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What do we want
our audience to:
Feel?
Remember?
Do?
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Move people up a Ladder of Engagement
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Observing
Following
Visiting
Engaging
Joining
Advocating
Number of people
Influence
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The Template
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Great stories compel people
to change or take action.
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Film franchises offer an example
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Story introduced in
a novel or film
Sequels and
prequels
Television
serials; video
games; novels;
comics
Online
content;
webisodes;
microsites

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Epic Features Everyday
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Epic Features Everyday
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Epic Features Everyday
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-Support
-Get involved
-Your story
-Volunteer

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Narrative World
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Theme(s)
Genre
Inherent rules
Characters
Settings

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Epic Stories
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Stand the test of
time
Driven by theme
Add a greater
understanding to
individual stories

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Museum exhibitions
represent many of
the epic stories of
our past, present
and future
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www.britishmuseum.org

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Feature Stories
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Big, showpiece
stories
Angles of an epic
Narrative strands

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Everyday Stories
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More fleeting
Easily digestible
Entry points to
features

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The everyday is truly… everyday.
Phone reporting
Micro-stories
Behind the scenes
Tweets
With calls to action or links to more
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A science museum example
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Epic
What can life underwater
teach us about life on land?
Feature
Coastal communities
Food chain
Secrets of the deep
Everyday
Underwater pictures (post
your own)
Quizzes
Tweets and posts
Articles around the web
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Narrative world
Life underwater. Scientists/animals/fishermen. Sustainability theme.

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Audiences add another layer
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E E E E E E
E E E E E E
EPIC
Feature
Feature
E
E E E E E E
E E E E E E
EPIC
Feature
Feature
E E E

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Operate more like
a newsroom, or a
TV writers room
https://gointothestory.blcklst.com/tag/dustin-lance-black-2

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Story can be studied, and is often
instinctual. But digital is what
can unlock the power of stories.
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Don’t just create content - test
and optimise

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Investment vs. Flexibility
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High
Investment
Low
Investment
Easy to
evolve
Difficult to
change

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The epic stories of our time can
inspire the next Jacque Cousteau,
the next Picasso, the next Darwin.

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Thank you.
@BSD
samir@bluestatedigital.com
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