Narrative Transport

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Content Strategy for Professionals: Expanding Your Content’s Reach

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Northwestern University

Content Strategy for Professionals: Expanding Your Content’s Reach

122 ratings

Course 3 of 5 in the Specialization Content Strategy for Professionals

In this, the third Content Strategy course, participants will learn actionable ways to grow internal and external audiences. They will deepen their understanding about those target individuals and will use a host of known and emerging tools and social networks to meaningfully reach them. As its name makes clear, this course will expand your content's impact and reach. You will begin by learning how to utilize content trends to jump-start your organization's influence. You'll also look at how to engage with multi-channel digital communities across all social media. Finally, you'll hear about some of the best ways to enhance your content with new interactivity tools and gamification. In this information age, every organization depends on its employees and those it serves to understand where it is going and what advances the organization has made. Content Strategy will enable you to tell your important stories with far greater impact and to a large, more valuable audience. Guest lecturers in this course include: -- Randy Hlavac, Lecturer, Medill, Northwestern (and lead professor of the Social Media Marketing Specialization also on Coursera) -- Emily Withrow, Assistant Professor, Medill, Northwestern

From the lesson

Interactivity and Gamification

Module 3 is all about enhancing your content with new interactivity tools and gamification.

Examples of Interactivity1:18

Creating a Lean-Back Experience7:40

An Interactive Trap1:29

When an Interactive Barrier has Reward6:50

Data Visualization4:28

Narrative Transport6:10

Meet the Instructors

John Lavine
Founder, Professor and Director, Media Management Center
Candy Lee
Professor
Medill School of Journalism, Media, Integrated Marketing Communications
Randy Hlavac
Lecturer, Medill IMC; CEO, Marketing Synergy Inc

[MUSIC]

So this is an experience called SPENT, and

it's meant to tap into this concept of narrative transport, and

connect us to an issue that we might not otherwise be familiar with.

Here- >> So,

just to be sure we're all understanding exactly what you're saying,

narrative transport means a story that takes me somewhere, transports me some.

Well, how do you define that?

>> Narrative transport is a concept that storytellers use

that means you are so, so transported by the narrative,

that you are able to empathize two characters that are perhaps unlike you.

>> Much better definition than mine.

>> Great, let's go.

>> So here this is about hunger, poverty, and

trying to make ends meet over the course of a month.

So, we try in the media and in the non-po, non-profit world certainly,

to get people to care about big social issues, such as poverty, and hunger.

But one of the obstacles that we come across is that these are so big and

so ubiquitous, that we have a hard time actually connecting to the issue.

So this game, once you launch it here,

tries to put you in the shoes of someone who is experiencing these problems.

So that you experience them firsthand as the game player.

>> Mm-hm.

>> So it says you would never need help, right?

And I accept the challenge.

So this beginning intro sequence just sets up the problem.

You're down to your last one thousand dollars.

Can you make it through the month?

And it issues you a challenge.

So you can find a job.

And here we've entered into our game play area.

So we have to select a job.

I'll take the warehouse job.

And it lets me know, here's my weekly pay.

I choose an insurance plan.

I'll choose the Gold plan.

And it's starting to weave in real pieces of information to give me context for

my choices.

>> Just now told, told me what kind of health coverage I have.

>> Yeah. So, I've chosen a health plan, and

it says, that's great that you've chosen good insurance.

However, your paycheck is down by 25% now.

>> Okay.

>> So we begin to start to see some of the consequences for our actions.

They continue.

>> It's also interesting that it, it isn't heavily visual.

So it's a simpler one for people to, to think about creating.

Its content strategist think about telling their own stories

with a different scenario.

This is a wonderful model for what the, the dollars,

pesos, yuan, whatever could be much less.

The situation could be different, but the story telling model comes alive.

>> Yes, and we're always grounded in this goal.

We have our balance up here on the left that really, you know,

we watch that go down over time, and we have

our progressive element over here that's tracking our progress through the game.

But then also really tracking our progress through the month, in,

in the shoes or, of this character.

>> So my $1,000 for the month, or $100, or $10 is, I'm only in day three, and

this is where I'm all ready at.

>> Right.

>> Okay. >> So I'm going to hit pay for

my apartment.

>> Mm-hm.

>> And you can see now I've just lost from rent, I'm almost out of money.

>> Mm-hm. >> I've got $192, and

I have a long way to go to the rest of the month.

>> 26 days, no food, no transportation, heat, lights, whatever.

There I am, okay?

>> Right.

So I will sell some of my belongings for a little extra cash.

Here I've got $150, which gets added to my total.

>> Of course once I sell of them, they're gone for good.

>> That's true.

>> Mm-hm.

>> Something broke.

[SOUND].

I'll hide the evidence.

So, we start to get into all of the issues that anyone in this

type of situation could experience.

So, here my child has been identified as gifted.

This is great, however there's a cost for that.

So I have to weigh some other issues.

Will I have enough for groceries if I pay for

my child to attend this program at school?

So I won't go through all of the choices that you can make here.

I'd encourage anyone with with a strong Internet connection to go and

play this themselves, and see how they fare.

There are some social elements that come into play, but

really just wanted to highlight this as an excellent example of using gamification

to pull users directly into a set of shoes that they wouldn't wear otherwise.

You know, it's wonderful.

I'm thinking of, if I was in an organization, a for-profit organization,

and I had a service or a product.

I could build this to sort of teach people inside what their audience,

supporters, customers outside were going through.

because I could load into it what they're going through to use our product or

our service.

If was in government, I could do the same thing.

Well, what's the program that I'm offering going to mean to

the people on the other side?

And of course, not-for-profit which this is based on.

But what a powerful way to tell a story and

really have the, either have the person playing it feel the impact.

Or have the people who are impacting a cohort of people,

an audience of people, come to understand what they have to go through.

It's terrific. [MUSIC]

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