This Audience Engagement and Digital Storytelling module is an intense course for senior level executives. Using audience behaviour, we study and work out what makes an audience engage and disengage. This module explores different treatment types and how they are generally received by audiences on different platforms.

The module will discuss the following; The final programme will change depending on the audience requirements.

The story

• Techniques and parallels of the journey to stor telling
• What is a story
• The types and definitions of the story and where it is come from
• What are the secrets and qualities of strong engaging stor telling that compels an audience.
• The art and techniques of strong engaging storytelling.

The Audience

• Knowing your audience, discovering who is your audience and what do they want
• The importance of connecting your audience and how to do it
• The universal language of storytelling that crosses language and cultural boundaries and still relates
• The importance of empathy. What is it and how do we find it in our story and then how do we visualise it

The Treatment

• How are you going to tell your story, depending on who your audience is
• Determining your treatment style
• The role of characters

The Pitch

The importance of pitch for you, for your commissioner and your audience.

Story Structure and Further Nuances

• Narrative reveal and structure techniques
• The importance of key qualities such as; journey,drama, visual reveal,audience participation, pay-offs and twists
• The H.E.C test. How to find emotional core of your story and show it.

Platforms and Campaigns

• Planning for extra value and reversioning of your story for different platforms outlets.
• Understanding what the bigger goal is and knowing your 'hub'
• Audience definitions and demographics on different platforms.
• Audience behavior and what makes content viral
• They key qualities of viral content and planning for viral content
• Online video consumption, the traps and how to avoid them. Video analytics
• Other types of storytelling and audience engagement, such as immersive storytelling..