Creating Raving Fans

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Robert Pratten

Presentation from Storyworld 2013. Includes the work of Robert Pratten, Jan Libby, Yomi Ayeni & Evan Jones

Business

Participatory Storytelling – Creating Raving Fans
Jan Libby
Yomi Ayeni
Evan Jones

Moderator: Robert Pratten

Incit

BUY THIS BOOK!

Consumers as advocates

A desire to get closer, to dive deeper
Attribution: http://www.flickr.com/photos/28208534@N07/2873123033/

Human needs
• Significance (special, important, unique)
• Certainty (comfort & control)
• Variety (surprise)
• Connection (love)
• Growth (learning, mastery)
• Contribution (giving back)

Storyworld

Comfort Comfort
Growth Growth
Learning Learning
Surprise Surprise

Fan Fan
Community
Significance
Contribution

Sell this to create raving fans

A fan-servicing business?
• A new sales funnel
– $8 book/movie
– $32 annual subscription
– $100 online role-play (mixed reality immersive
experience)
– $240 convention pass
– $500 LARP

Participatory framework

FEEL

Companion Actor
Moral dilemmas, Role-play,
meaningful choices provide building blocks

Outsider Observer
Reflection, consideration Exploring, discovering

THINK
DO

What will the audience do? How will they be engaged?

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Creating Raving Fans

1. Participatory Storytelling – Creating Raving Fans Jan Libby Yomi Ayeni Evan Jones Moderator: Robert Pratten

2. Conducttr brings your story to life

3. Incit BUY THIS BOOK! Consumers as advocates

4. Careers can be built from raving fans

5. Raving fans don’t behave?

6. Your 1 Million Facebook fans?

7. RECOMMEND US

8. A desire to get closer, to dive deeper Attribution: http://www.flickr.com/photos/28208534@N07/2873123033/

9. Human needs • Significance (special, important, unique) • Certainty (comfort & control) • Variety (surprise) • Connection (love) • Growth (learning, mastery) • Contribution (giving back)

10. Storyworld Comfort Comfort Growth Growth Learning Learning Surprise Surprise Fan Fan Community Significance Contribution Sell this to create raving fans

11. A fan-servicing business? • A new sales funnel – $8 book/movie – $32 annual subscription – $100 online role-play (mixed reality immersive experience) – $240 convention pass – $500 LARP

12. Participatory framework FEEL Companion Actor Moral dilemmas, Role-play, meaningful choices provide building blocks Outsider Observer Reflection, consideration Exploring, discovering THINK DO What will the audience do? How will they be engaged?

13. Participation can be the reward

Creating Raving Fans

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