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Bringing the Outside, In
PDF + Resourceswww.garrygolden.com/KCED2016
Data + Design Real-Time Content Marketing Guerilla Futures
Warm up Next Steps
Last ten years ten years
What is the problem to solve when we tell our story?
Popularized personal storytelling format
Emotions + Global Issues STAR Moment
(Something They’ll Always Remember)
Franchised brand Know their audience Time limited talks
Theatrical (Rehearsed talks)
Focus your attention Suspend your belief Use props Engage all your senses Reveal
Tell a story with motivations Yes, and… (vs Yes, but) Make partner look good Know what not to say Don’t end on open-ended
data journalism
crowd-sourced storytelling
interactive documentary
transmedia storytellingdata visualization
immersive or mixed reality
location-based media
Reports – Testimonies
Entertainment Awareness Academic Activist
quest-based stories problem-solving stories
Spectrum of Storytelling
promotional
place-based stories
Social Media Broadcast MediaOne-to-One
Storytelling Across
Eras of Communication
Bringing the Outside, In
Design + DataInfographics
Content Marketing
Guerilla Futures
Real-TimeStorytelling
Design + Data-driven Storytelling
Infographics
Infographics Showing Timeline of a Learning Journey
Data-driven Story Easy to Push via Social Media
Arts Education Infographics
Adjusted motion slide
Map-based Data Driven Storytelling + Advocacy
Upsides to Infographics?
Visual flow + unfolding of storylineMake sense of complex informationFocus attention on key conceptsVisualize comparisonsThe human mind processes visual
information 60,000 times faster than text and that 83% of human learning is visual, as opposed to auditory or verbal.
Infographics Gone Wrong?
Length Density Overdone visualsDesign gets in the way
Data-driven Storytelling
Infographics
Tools to Explore
Design Tips Be audience specific Highlight with Headline Choose data wisely (< 5 figures) Consistent Design Fit for platforms
(e.g. Pinterest; Facebook; Twitter; LinkedIn)
Sources + Citations
Data-driven Storytelling
Describe an arts experience story that might fit well within an infographic template?
Infographics for Arts Experiences Outcomes (Before vs After) Student or Classes Journey over timeLocal Community Dynamics____________________________________________
Real-Time Stories
live backstage interviews and jam sessions with the Irish indie folk band Villagers
https://www.periscope.tv/RoyalCaribbean
Bob Ross The Joy of Painting 1983-1994
Happy Clouds to Rhino iPhone
“Snack sized Professional Development”
Learn more…
Case for Real-time?
Insider View of ExperiencesLive – Raw – Authentic Emphasis on Process Shifts controlGain real-time audience
(Hearts and Text Feedback)Extend geographical reach
(e.g. Grandparents dial in)
Really Garry? This is Stupid
Who has time? Celebrity Spectacle culture Lack of control (Liability)
Even though you might hate the idea
Describe how we might use real-time format to tell stories of arts experience?
Real-time for Arts Experiences Promoting Upcoming Events
(Broadcast 10 minutes of final rehearsal)Livestream Classroom Experience Livestreams for Politicians + Policy-makersPrivate Parent ‘Scopes’ Virtual Field Trips ____________________________________________
Content Marketing
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience.
“Instead of the banner ad, be the feature story."
InfographicsVideo Reviews (books, talks, et al)Op-edHow-to (skills building)Listicles PodcastInterviewsQuestion + AnswersResearch Quotes
Industry NewsStories (Case Studies) Images (PNGs; GIFs) Campaign / Microsites Awards Polls - SurveysContests - ChallengesWebinarsResource Lists
Content Marketing tries to be ‘useful’
1. Deliver free content2. Build a base of followers3. Establish relationship based on authority + trust 4. Convert to paying customer (advocate)
Content Marketing = ‘useful’ not an ‘interruption’
An Analog for Arts Education?1. What ‘content’ do teachers, parents, students want?2. Which base do we need to build? 3. Who else has authority + trust?4. What forms of currency do we want?
“Cultivating Thought” Author Series campaign actually came from
acclaimed "Everything Is Illuminated" author Jonathan Safran Foer.
In 2012, Beck chose to forego traditional marketing methods in favor of a digital content marketing campaign.
Rather than releasing the album itself, he released the sheet music for it and encouraged fans to compose their own interpretations of his songs long before he let loose a single note of his own.
Sells premium content through his personal website: Guitarjamz.com.
Case for Content Marketing?
Focus on what ‘audience’ really wants (not message we have been delivering) (Raise happy, healthy, engaged kids)
We are creative people! So create things!
Expand notion of arts integration
This is worse than Real-time
It feels subversiveI’m not sure what it meansPeople will be annoyed
with cheap content
Even though you might hate the idea more than real-time
Describe how a ‘useful’ content strategy might build a base of advocates?
Real-time for Arts Experiences Parent Focused Student focused Teacher focused Teaching Artist focused ____________________________________________
Guerilla & Embedded Futures
Subversive Scenarios
Bringing our scenarios alive by hacking early child spaces or marketing materials?
Twisting Familiar Everyday Items
Activism
A blue line is traced
(using chalk, or paint, or
tape, or projected) through
the streets of the city,
showing where sea level is
expected to be by the end
of the century if global
warming continues
Learn More….
Case for Guerilla Storytelling?
Focus on shocking people into seeing world differently
Vision focused – Shows how world might be different with or without strong arts elements
This will get me fired…
Is it legal?What will x-think?It feels subversive
Even though you might hate the idea more than real-time
Describe how a ‘useful’ content strategy might build a base of advocates?
Data + Design Real-Time Content Marketing Guerilla Futures
Warm up Next Steps
Trends & Issues Mapped Against Readiness & Urgency R
ead
ine
ss
Urgency
Not Urgent Urgent –Critical
Not Ready
Ready
SomewhatReady
Important
De
pth
of
Sub
ject
Exp
ert
ise
I versus T-shaped Description of Ourselves
De
pth
of
Sub
ject
Exp
ert
ise
Ability to Apply Broadly Across Situations & Disciplines
I versus T-shaped Description of Ourselves
What does a future T-shaped _______ look like?
Consider a List of T-Shaped Skill sets & Mindsets1) ____________________2) ____________________3) ____________________4) ____________________5) ____________________6) ____________________
