Summary of Dr. Timothy Coombs - Applying Transmedia Storytelling to Strategic Communication

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00:00:00 - 01:00:00

Transmedia storytelling is a way of telling a story across multiple mediums. In this video, Dr. Timothy Coombs discusses how this technique can be used in strategic communication to engage stakeholders and create a more immersive experience. He provides examples of how transmedia storytelling has been used effectively, and highlights the importance of considering the various pressures that can be placed on strategic communication.

00:00:00 Dr. Timothy Coombs will be discussing transmedia storytelling and how it can be used in strategic communication. He will also discuss some trends that are pressuring organizations to use transmedia storytelling, and provide examples of how it has been used in real life.
00:05:00 Transmedia storytelling is used in strategic communication to create a more immersive experience for the audience. Dr. Timothy Coombs discusses the different types of transmedia storytelling and how they are used in different ways to create a more engaging experience.
00:10:00 Transmedia storytelling is a way to tell a story across multiple mediums, including films, apps, comics, and games. Dr. Timothy Coombs discusses how this concept applies to strategic communication, and provides an example of a fan event that involved dressing up as characters from the Star Wars universe. While many fans enjoy creating their own content, Jenkins argues that there is something more significant at play- an entire universe that fans can get invested in.
00:15:00 In this video, Dr. Timothy Coombs discusses transmedia storytelling, which is a technique used to unite multiple platforms and tell multiple stories that are unified by an overarching story arc. He notes that while transmedia storytelling can be used in entertainment, it can also be used in strategic communication, where multiple voices are used to convey new information. He also points out that while transmedia storytelling can be confusing at times, it can be simplified through the use of alternative realities.
00:20:00 In this video, Dr. Timothy Coombs discusses how transmedia storytelling can be used to improve strategic communication. He reviews how the canonization of Star Wars stories, via the six films and the Clone Wars animated series, has affected the way fans view the franchise. He also discusses how the removal of young adult reader novels from the canon has created a lexicon of "legends" that are no longer relevant. Finally, he presents a case study in which Disney is using transmedia storytelling to reach new audiences and integrate previously unaffiliated stories into the larger Star Wars story arc.
00:25:00 The video discusses how transmedia storytelling can be used to create unique and relevant communication strategies. It highlights the importance of considering the various pressures that can be placed on strategic communication, and argues that transmedia storytelling is a valuable tool for addressing these pressures.
00:30:00 In this video, Dr. Timothy Coombs discusses how storytelling can be used to engage stakeholders and create co-created meaning. He also discusses the importance of stakeholder engagement in CSR.
00:35:00 The video discusses how Starbucks applied transmedia storytelling to strategic communication, highlighting how fans are stakeholders and how engagement is key to maintaining a strong following. The seven principles of transmedia storytelling outlined in the video are "spreadability," "drillability," "immersion," "expectancy," "engagement," "co-creation," and "the virality of stories."
00:40:00 The video discusses the importance of storytelling in strategic communication and how it can be used to engage stakeholders. It also discusses the challenges of creating a story world that is amenable to multiple perspectives and can be adapted to change.
00:45:00 This video discusses the potential benefits of using transmedia storytelling in strategic communication. It explains that transmedia storytelling allows an organization to communicate its story to its stakeholders in a way that is engaging and compelling, and that this approach can be used to achieve larger organizational goals. The video also discusses the importance of using CSR as a vehicle for communicating an organization's story.
00:50:00 This video discusses the application of transmedia storytelling to strategic communication, with particular focus on Starbucks' efforts to engage stakeholders through the creation of original films and podcasts. The video highlights the importance of engaging stakeholders in order to create a message that is both relevant and engaging to them.
00:55:00 In this video, Dr. Timothy Coombs discusses how transmedia storytelling can be used to engage stakeholders in strategic communication. He discusses how Roma Serie A's use of social media was not effective, and how Paul Rogers, a singer and social media expert, came in to help improve their engagement strategy. Rogers has successfully increased Roma's traffic and won a best sports website award, thanks in part to his focus on fan engagement.

01:00:00 - 01:25:00

In this video, Dr. Timothy Coombs discusses how to apply transmedia storytelling to strategic communication. He believes that by engaging and involving fans in the messaging, companies can create a more meaningful connection with their customers. He provides several tips for developing a cohesive story arc and incorporating different platforms into content marketing.

01:00:00 The video discusses the importance of using transmedia storytelling to strategic communication. It explains that, by engaging and involving fans in the messaging, companies can create a more meaningful connection with their customers. Transmedia storytelling allows companies to connect with their customers on a deeper level, which can lead to increased revenue and satisfaction on the part of the consumer. By using social media platforms to bring in fans' content and have them vote on the man of the match, Roma football team has shown that they are listening to their fans and incorporating their feedback into their marketing strategy.
01:05:00 This video discusses how transmedia storytelling can be used to improve strategic communication processes. The presenter presents examples of how transmedia storytelling has been used by different companies, and discusses the benefits and drawbacks of using this approach.
01:10:00 Southwest Airlines has long understood the importance of employee engagement and storytelling, and uses social media to give employees a voice. In this way, Southwest is able to create a sense of community and connection between employees and the company.
01:15:00 In this video, Dr. Timothy Coombs discusses the importance of storytelling in strategic communication and provides several tips for developing a cohesive story arc. He suggests that starting with a foundation story is essential for developing engaging content that will resonate with stakeholders. He also suggests that incorporating different platforms into content marketing can help engage a wider audience.
01:20:00 Dr. Timothy Coombs discusses how to apply transmedia storytelling to strategic communication. He discusses how to identify stakeholders and engage them in a story that fits their interests and values. He also discusses how to identify when engagements are going bad, and how to respond accordingly.
01:25:00 In this video, Dr. Timothy Coombs discusses how to apply transmedia storytelling to strategic communication. He argues that by embracing the negative engagement that comes with it, companies can better anticipate and manage criticism. He also suggests that companies use social media data to identify trends and make adjustments to their storytelling strategy.