Creating Story Worlds

Makes All the Difference

1
Creating Story Worlds
Makes All the Difference

INHALT

s3 Introduction: Storytelling 2.0

s3 What is storytelling?

s4 How does storytelling work?

s5 How to develop successful storytelling

s6 Storytelling 2.0: Memorable experiences

s9 Imprint
Introduction:
Storytelling 2.0
Storytelling is not a new invention. Many marketers
are aware of the importance of enchanting pros-
pects and thus potential customers through sto-
ries. But a lot has happened in the digital world.
More and more users have several social media ac-
counts, surf the web regularly and navigate across
various channels. Digital transformation is changing
the behavior and needs of users. The ever-increa-
sing standards and expectations of users must be
met in order to create an optimal user experience
– unless you want to lose traffic. A coherent naviga-
What is storytelling?
It is never too late for a good story. Those who have
not yet experimented with storytelling, lag behind.
But do not worry: If you focus on storytelling now
and get it right, you can catch up quickly.
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tion system, a consistent design of all the channels
that belong to your online presence and, naturally,
coordinated content that complements each other
and captivates the user, are the cornerstones of
Storytelling 2.0.
In order to fully dive into the topic, we will briefly out-
line the basics first.
Storytelling is a method of imparting knowledge th-
rough simple stories and emotions. It is not prima-
rily the goal to entertain, but to convey information.
Of course, to make sure that this information is also
memorized, it makes sense to make the stories
entertaining and interesting as well.
How does storytelling work?

Stories cause much more brain activity than facts. Active brain regions
The following graphic shows which brain regions
are active in these two forms of information trans-
… when we hear facts
mission.
Wernicke’s area Broca area
The difference is considerable: the more active our (speech (speech processing
comprehension) & comprehension)
brain, the higher the chance of remembering con-
tent.

When processing emotional impressions, our brain

1 2
uses messenger substances such as dopamine
and serotonin. Both simplify the memory process
and promote our willingness to act. The mirror neu-
rons in our brain, which create in us a kind of virtu-
al simulation of what we hear or see, also become
active when they are exposed to storytelling and
make us remember the content better. This pro-
cess is also referred to as mirroring. Furthermore,
the so-called "neural coupling" supports our ability
to remember information. We synchronize with the
narrator, we live the story though him or her in a way.
In short, stories stimulate our brains in a variety of
ways, thus promoting our ability to remember and
to act.

… (and additionally) when we hear stories.

Source: https://www.wissenskurator.de/storytelling-das-gehirn-will-geschichten/

1
Motor kortex (voluntary movement)
2
Emotion control
4 5
Processing of smells 3 6

Emotions

Own memories when we

identify with the protagonist

Processing visual information

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How to develop successful storytelling

First of all, you need a core message that you want This is how you find your core message:
users to soak up through the use of storytelling.
Your storytelling must convey a central message The biggest challenge is to extract a core messa-
that also contains the effective customer benefit of ge with an effective customer benefit from a vari-
your product or brand. The company and commu- ety of information
nication goals, unique selling propositions (USPs)
as well as the target group(s) must be defined in Effective customer stories require a central
order to ultimately work out the really relevant core core message
message you want to be conveyed along with
other accompanying information. This is essenti- company
ally a selection process. goals
communication
goals Core
Very few companies have a clearly defined core Analysis Selection
message

message as they often want to convey as much USPs

information as possible. However, users' ability to
Target group
process and remember information is rather limi-
ted, particularly in our time of digitalization and in-
formation overload. Restricting yourself to a core
Source: http://www.strategy-transformation.com/wp-content/
message is therefore more promising. How to find uploads/2014/04/Grafik-2.png

your core message:

THE PROCESS OF CREATING A STORY

IS AS FOLLOWS:

Ideal execution of a digital storytelling process

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1

6
Source: https://www.giz.de/fachexpertise/html/22716.html

5
3

1. Brainstorming 4
2. Conceptual design 5. Merging of concept & channels
3. Create a storyboard (technical realization)
4. Selection of communication 6. Publication
channels 7. Feedback, reflection, optimization
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 When defining your core message, you need to
account for one or more specific target groups.
So once you have figured out the core message,
it is important to take a closer look at the target
group(s). What interests do the users have? How
do they behave online? What channels do they
use and what trends do they follow, etc.? This de-
tailed analysis serves as an exploration of exactly
how the core message should be conveyed, i.e.
how you want to package your message in a sto-
ry that appeals to targeted user groups.
The storytelling has to capture the zeitgeist of the
target group. Knowing their digital behavior is key
to selecting the right style so that your message
stays with them for awhile. But beware: be bra-
ve! Nothing is worse than when your story simply
gets lost in the crowd. Just because you know
exactly how your target audience ticks does not
mean you should not try to surprise them. On the
contrary, something fresh and new that stands
out from the crowd has a good chance of getting
people's attention.
Once the core message has been defined, it is
time for a brainstorming session to find ways in
which the core message can be conveyed the
best. The best ideas should be worked out in a
Storytelling 2.0:
Memorable experiences
In the previous chapters, we covered the essential
basics of storytelling. Anyone who has already im-
plemented this is well on the way. But the world of
online marketing never stands still – so be ready to
evolve. Many marketers are not yet fully exploiting
the diverse possibilities that storytelling offers us.
Anyone who wants to create an interesting, cont-
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more comprehensive approach to better assess
the impact and, if necessary, adjust the focus.
An idea can be conveyed in a variety of ways:
humorous, deliberately neutral, strongly emotio-
nalized or with a serious undertone. Conceptua-
lization ultimately makes it easier to evaluate the
most memorable idea. Creating a storyboard ser-
ves as the first visualization of the idea and can
also strongly influence the stylistic orientation of
how exactly the idea should be conveyed. After-
wards, you should evaluate the channels that are
most suited for your story as well as your target
group. Another factor here is, of course, if your
ideas can be realized technically on the respec-
tive channels. Once you have decided on a path,
the campaign can be published. The next step
is very important, but often forgotten: If the sto-
ry runs on several channels, evaluating the KPI is
key. It is important that the feedback is carefully
evaluated and the content is reflected contextu-
ally in order to make profitable fine adjustments.
Understand storytelling as an ongoing develop-
ment and optimization process!
emporary and innovative online presence based on
storytelling today cannot ignore strategic story wor-
lds. Storytelling 2.0 corresponds to the demands
of the digital age.
 What are strategic story worlds?
Strategic story worlds consist of several stories that
each convey a specific core message. The stories
are coordinated, systematically structured and pos-
sibly connected to each other (e.g. through hyper-
links). They take place in a world you have created.
The target groups are addressed across various
online channels over an extended period of time as
part of your communication.
Story worlds are very broad because they can ad-
dress multiple audiences across channels. The con-
ception and realization of this story construct ta-
kes a lot of effort, but it will pay off in a big way if
you make the stories interesting and exciting. The
creation and development process goes on for ye-
ars because fine adjustments to the stories can be
made again and again.
Through strategic story worlds, you can build a net-
work of interesting stories that enhance each other,
effectively communicate your core messages, and
are great for building and maintaining your image
and brand awareness.
Usually you publish a core story that is subsequently
expanded or supplemented by other stories (clus-
ter stories). The underlying principle is similar to the
topic cluster model.
Core story
Cluster story
The cluster stories can convey an independent mes-
sage while still supporting / expanding the core story.
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The more stories a story world has and the more
detailed they are, the more authentic will the world
be perceived. The cluster stories can also convey
variations or different aspects of the core story or
core message, thus offering consumers the oppor-
tunity to experience the story over and over again.
Forms of storytelling
Employ the different forms of storytelling within stra-
tegic story worlds. "Liquid storytelling", for example,
can be implemented excellently in almost any story
world. The user is actively involved in the story and
often faced with a challenge. Through this active in-
volvement, the consumer should be able to better
identify with the content and build a relationship with
the brand or product. Such participation can occur,
for example, in the form of comments or reviews.
As we already know, interactive content is the future
of content marketing. Even within the strategic story
world concept, interactive content can be optimal-
ly implemented. Experiential storytelling is perfectly
suited to do that as the goal is to let the user actively
participate in experiences. This calls for the integra-
tion of interactive elements within the narrative wor-
ld. Simple chat discussions are already an example
of interactive experiences in the story world. But the
possibilities are endless. Be creative!
Important note
As mentioned earlier, users move across more and
more channels and platforms. A single social me-
dia account is not enough these days. For examp-
le, when moving from a corporate website to a lan-
ding page, and then to the company's social media
channels, users expect a homogeneous user ex-
perience. If the user experiences becomes frag-
mented, you might lose important traffic. User ex-
perience and storytelling must harmonize and be
coordinated. If users encounter aspects that do not
match the overall story world, they might drop out.
The story (world) cannot be fully captured and your
storytelling gets no chance to work its magic.
 The benefits of Storytelling 2.0

• Image cultivation
• Brand awareness
• Convey stories systematically and across
channels
• Address multiple audiences on all relevant
channels
• Core message is conveyed in a diverse and
memorable way
• Create interactive content in the story world
• Interesting user experience
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