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Digital Storytelling Strategy
Storytelling has always been central to human experience – it's how we explain and make sense of the world.
As media-savvy audiences begin to tune out advertising messages but look for immersive entertainment, the way businesses need to tell stories is changing. Led by best-selling author Frank Rose and marketing expert Paul Woolmington and offered in partnership with the School of the Arts, Digital Storytelling Strategy is designed for executives of all levels who want to understand what immersive digital storytelling is and how to leverage its potential.
Whether your field is brand marketing, corporate strategy, or media and entertainment, this high-level, one-day seminar will help you understand the digital media ecosystem and gain the expertise you need to communicate effectively within it.
With every new communications technology, the way we tell stories has changed. Now it is changing again: to a new form that is profoundly different from the one-to-many broadcast model of 20th-century mass media.
The digital transformation is reshaping media and marketing: blurring distinctions between content and advertising, author and audience, fiction and reality – while provoking new and challenging expectations among audiences and consumers. Columbia’s hands-on intensive seminar will supply the understanding and context you need to navigate this new world.
Through a series of lessons, case studies, and highly participatory workshops, you will gain insights and learn techniques that will be of immediate value. The day is designed to balance perspiration with inspiration, combining theory and practice to impart a practical, on-the-ground understanding of the challenges we all face.
Summary of Benefits
- Understand the central role of stories in the human experience, including our experience of brands and entertainment.
- See how storytelling is changing in response to transformative technologies and why these technologies are having the effects they do.
- Understand how to leverage universal storytelling techniques while embracing new rules and strategies.
- Understand the role of social media in the overall storytelling ecosystem.
- Recognize the appeal of immersive experiences, especially among Millennials.
- Learn the difference between immersion and engagement and how they can work together to achieve maximum impact.
- Make the transition from simply telling stories to creating rich and immersive environments that people can enter and make their own.
Upon completion of this program, you will earn one day towards a Certificate in Business Excellence. Learn more. Participants also receive a Certificate of Completion from Columbia Business School Executive Education.
Digital Storytelling Strategy incorporates a mix of spirited talks, lively discussions, and highly participatory workshops. The session will focus first on strategic concepts and then move on to case studies involving immersive storytelling in a business context. Throughout the day, executives will periodically form small groups to address specific, real-world challenges that require innovative thinking as well as an understanding of narrative issues and techniques. Participants will leave with an essential grounding in immersive storytelling strategy as well as a conceptual framework and a set of tools they can put to use at once.
We will cover a series of key topics as the day progresses:
Why stories, why now?
- People have told stories for centuries. Why are they changing now?
- How did mass media evolve – and are they really "traditional"?
- What's changing in storytelling, and what isn't.
- Why do digital technologies blur the boundaries we've grown used to?
- Understanding brand voice and its role in brand storytelling.
Understanding communications platforms
- What immersion really means, and how it can be achieved.
- How immersion differs from social engagement.
- Why people share online – and what holds them back.
- How immersion and engagement can work together.
Building story worlds
- Why people want to step into stories.
- Spanning the digital and the physical.
- What you can learn from Sleep No More.
- The essential building blocks for creating immersive story worlds.
Audience & Testimonials
Digital Storytelling Strategy is for senior level executives who want to understand what immersive digital storytelling is and how to leverage its potential.
Whether your field is brand marketing, corporate strategy, or media and entertainment, this seminar will help you understand digital media landscape and assess how your company or organization can take advantage of what it has to offer.
Author, The Art of Immersion
Senior Fellow, Columbia School of the Arts
Frank Rose is an authority on the future of media and communications. He is the author most recently of The Art of Immersion: How the Digital Generation is Re-making Hollywood, Madison Avenue, and the Way We Tell Stories, hailed as "an essential overview" by the International Journal of Advertising and "a new media Bible" by La Repubblica of Rome. In the book he argues that we are witnessing the emergence of a new form of narrative that is native to the Internet – one that is nonlinear, participatory, and immersive. He has addressed this issue at marketing summits and film festivals in New York, London, Paris, Copenhagen, Syd-ney, and Hong Kong, in academic seminars at Stanford and the Politecnico di Milano, and at such companies as Google, Lucasfilm, Unilever, and the BBC. He also serves as an advisor to New York's annual Future of StoryTelling summit and an expert on digital culture for JWT Intelligence trend reports.
Previously, as a contributing editor at Wired and a contributing writer at Fortune before that, Frank worked as a journalist at the intersection of media and tech-nology, covering such developments as the making of Avatar, Samsung and the rise of the Korean techno-state, the posthumous career of Philip K. Dick in Hol-lywood, and the future of television in the digital age. Among his earlier books are The Agency: William Morris and the Hidden History of Show Business, about the rise and eventual unraveling of the oldest and at one time most successful talent agency in Hollywood, and the 1989 best-seller West of Eden: The End of Inno-cence at Apple Computer, which detailed the ouster of Steve Jobs from Apple and was named one of the year's ten best by BusinessWeek. A native of Virginia, he got his start chronicling the punk scene at CBGB for The Village Voice. He currently contributes to The New York Times and The Milken Institute Review, among other publications.
Co-founder, Naked Communications Americas
Senior Fellow, Columbia School of the Arts
Paul Woolmington is known as one of the world's most innovative marketers, dis-rupting and redefining traditional communications models while working with many of the world's leading brands. Named one of the ten most creative people in marketing and advertising by Fast Company, he has launched two successful media and communications concerns and served as an advisor to governments, startup firms, and social cause organizations worldwide.
Born in Africa, raised in London, and for many years a resident of New York, Paul comes with a global perspective. During the '90s he worked as a senior ex-ecutive at Y&R, at the global holding com¬panies IPG and WPP, and at MDC Partners. Then, acting on his belief that media strategy needs to be an inte¬gral part of every brand's message rather than just a means for dis¬tributing it, he founded and ran the Media Kitchen. In 2006 he co-founded Naked Communica-tions Americas, an award-win¬ning brand and communications manage¬ment consultancy that spurred clients to rethink their marketing and communica¬tions efforts and embrace the changing media environment. Naked has been called "marketing's most creative business" by the Financial Times and "the agency of the future" by The Washington Post.
At Naked, Paul advised such companies as American Express, BP, Coca-Cola, CitiGroup, Diageo, Google, Johnson & Johnson, Nestlé, NBC Universal, Pernod Ricard, Sam¬sung, Thomson Reuters, Unilever, and Virgin Group. He currently acts as an advisor, advocate, and angel to a number of dynamic businesses and partners with Frank in the brand and digital consultancy Woolmington/Rose.
Co-founder, Columbia Digital Storytelling Lab
Lance Weiler is widely recognized as one of the key thought leaders in storytelling. Business Week named him one of the 18 who changed Hollywood; Wired named him one of 25 people helping to re-invent entertainment. An alumnus of the Sundance Screenwriting Lab, Lance has designed experiences that have reached millions of people via theaters, mobile devices, and the Web. In 2011, he was nominated for an International Emmy in digital fiction for his work on Collapsus: the energy risk conspiracy. He sits on two World Economic Forum steering committees, one focused on the future of content creation and the other on the role of digital media in shaping culture and governance. He teaches on the art, craft and business of 21st-century storytelling at Columbia and is currently developing a slate of next-generation storytelling projects.
Co-founder, Warby Parker
Co-founder and co-CEO, Harry's
Jeff Raider likes to improve people's daily lives by building brands that offer high-quality products at accessible prices. He is the co-founder and co-CEO of Harry's, a new brand of men's shaving and grooming products sold directly to consumers. He is also a co-founder of Warby Parker, a brand offering designer-like eyewear at a revolutionary price while leading the way for socially conscious businesses. Before starting his own businesses, Jeff worked as a senior associate at Charlesbank Capital Partners, a private equity firm, and as an associate at Bain & Company. He has a BA in international studies and a Masters in interna-tional affairs from Johns Hopkins and an MBA from Wharton. Jeff currently lives in lower Manhattan with his wife and young son and daughter.
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