Tuesday, May 26, 2015

EXPO 2015: A Missed Premise is a Missed Promise

When I happen to attend a social event, from a dinner party to the Venice Biennale and I want to figure out how the event is like I totally rely on perception. 

The best indicator to find out what you should expect from a certain event can be the general mood you perceive from the environment and the best way to conduct such a task is to snoop around starting from visitors and staff. 

If you want to be able to assess an environment's quality, you want to look into people's eyes.

I look at everyone's eyes throughout every department from the security guards to bar staff to the keepers to the stewards.

And that's exactly what I did yesterday night when I first visited the Milan Expo. I started by looking into the sad eyes of the army officer who was babysitting the bridge that leads to the exhibit main site.

Then I saw the shaky carabiniere who had just being called to help the guards at the security check and I noticed the drill instructor voice tone of the steward who was addressing the sheeple: "If you hold still to take pictures please step aside, don't block the way".

The Expo starts at the Pavilion zero where a giant Latin phrase welcomes the visitor: “Divinus halitus terrae” that can be translated as "the divine breath of earth". 

Curated by tv Director Davide Rampello and designed by Italian Architect Michele de Lucchi, Pavilion Zero is supposed to "take the visitor on a journey to explore how much humankind has produced, the transformation of natural landscape, through the culture and rituals of food consumption". 

What you see first is a series of wall-to-wall library shelves and drawers that in a sort of Hogwart-Victorian style are supposed to gather the whole food memory of our civilization. Unfortunately that first room didn't impress me much as I have felt no emotion in seeing such a waste of wood. 

In my book, human memory when portrayed through matter it's all about carved stones as that's the way through which  the great civilizations of the past were able to pass on their culture to us.

Certainly you can't leave behind a series of posh Victorian wooden shelves that remind more of the Harry Potter saga rather than of human memory. 

The second landmark presented at the Pavilion Zero is a large old tree that stretches through the roof. The tree is supposed to depict "the boundaries of time, nature's resistance to change and the quest for spirituality" except for the fact that the tree is a fake as it's made of iron and plaster and what had to symbolize nature's resistence just created the opposite effect.

Celebrating nature through a fake certainly isn't the best debut for an exhibit whose story premise is "feeding the planet" but I didn't want to spoil the party just at its beginning and I went on through this amazing journey into what was supposed to be our civilization's history. 

More plaster is on display as you proceed through the exhibit as you see a 300 squared meter (3200 sq ft) landscape model that depicts a series of human settlements: from the German mines to the English Agriculture, to the Italian village of Crespi d'Adda and the Argentinian pampas.

The journey ends with New York' skyscrapers as if that would be the top of what our civilization was able to reach. Maybe because every architect secret dream is to build a Manhattan skyscraper? 

We don't know.

The model provides no creative inputs nor it's able to project the visitor into our future landscape it's just a dull representation that completely lacks vision.

As cool hand Luke would say: "What we've got here is failure to communicate"

In the second to last room, you enter a dark environment where a huge stock ticker board displays commodity goods being traded worldwide to symbolize speculation on produce goods as today's ineluctable reality is the stock market rules over the world's destiny.

The problem is the visitor is presented with a massive shiny ticker board whose presence is the most overwhelming in the whole exhibit as if what has to be celebrated here is the technological achievement of being able to trade zillions of tons of produce goods in a matter of nanoseconds.

I guess this is the biggest mistake the authors could have made as visitors might be led to confuse Evolution with Technology which is also the greatest misunderstanding of our time. 

Evolution is only about Consciousness and has nothing to do with technology which is just a reflection of the first. We have been reading a lot of propaganda lately about robots and artificial intelligence taking over, only to keep us away from the real deal which is Conscious-Based-Technology. 

In the last room the visitor is presented with a little mountain of wasted food which is made of plaster and it is supposed to represent today's food waste. I praise the concept but the waste cannot be represented by a plaster model, waste must be waste or the concept won't reach the audience, unless the authors made it on purpose in order to send the message that in today's world made of media our only gateway to reality is just a representation of it but I strongly doubt it. 

After the Pavilion zero I went to the Thailand pavilion.

We've been waiting about fifteen minutes in line only to assist to a 360 degree projection in Cinerama style of a neverending video spot of Thailand as a tourist destination (Just like the infinite looping of Incredible India on CNN).

After the first commercial ended we were taken to a second room where a sort of 3D corporate Power Point was projected on the room surface. I starting asking to myself the big questions "what the heck is this? what am I watching? where am I?" I suddenly gained the exit and almost run to see the Thai food restaurant only to clash with the harsh reality of a ........Thai Microwave Diner.

You read it well, the Thai restaurant is a frozen food diner where you can buy your favorite frozen dish and the staff heats it up just like in the early 60's the famous New York chain called Tad’s 30 Varieties of Meals featured frozen dinners on its menu.

Customers at Tad’s cooked the frozen meals at tableside microwave ovens just like they do it today at the Thai Restaurant of Expo 2015. 

That's the weirdest way to unfold the premise of "feeding the planet", but I actually saw a happy crowd who was eager to see how frozen Thai food would have turned into their Expo fairy tale food experience.

An Italian/Thai Mystery. 

The very core of the Expo Exhibit is supposed to be the "Tree of Life" a wooden-covered structure with hundreds of leds surrounded by waterworks. Basically it's like the Fountains at Bellagio in Vegas, a show of water, music and a bunch of lightworks with the addition of hologram-style projections on the water haze.

Unfortunately the only intelligible thing I could spot through the waterworks was the hologram of the Pirelli brand that sponsored the show. That's right: in 2015 we're still stuck with branded communication just like we were in the Middle Ages. 

Where's the innovation? Where's the show? Where's the vibe? 

My first impression of the Expo from the Pavilion zero to the rest of the exhibit is just the huge lack of narrative that affects the whole project.

When you aim at representing something that has to connect to an audience it has to be something that inspired your entire life and that can be inspiring for the rest of the Universe otherwise you better stay home. 

The Pavilion zero, like the rest of this huge exhibit has no heart...no inspiration...and lack of inspiration affects the whole narrative. Since you enter the Expo you can tell the main problem of this huge exhibit is the absence of narrative development as it lacks what Robert McKee would call "the Controlling Idea" or what Lajos Egri would call "the Story Premise" that only exists on the event's logline that is "feeding the planet". Such a narrative flaw engenders a major disruption as the story never takes off.

The Expo Story Premise doesn't unfold along the way because of its lack of development that creates a general sense of dullness and a lifeless mood that you can also perceive from the eyes and the voice tone of the people working there. 

A missed Premise is a missed Promise.

In today's world you must not only master storytelling and narrative but you have to be the nastiest crackerjack on the market as in today's world it's all about sharing stories and if you don't know how to structure a concept into a narrative pattern you're going to kill the whole story, the whole product and ultimately yourself.

Expo should represent the world and what's ahead of us in the future. Instead, what I saw was a soulless dystopian Shopping Mall with no Inspiration whatesoever. 

Where's the chaos in which our planet has been prospering over the past two thousands years? Where's the idea contamination the world underwent down the road? 

Where are the new ideas? where's the enthusiasm that led our world to present day's? where's the earth's divine breath? and where are the hope signs which we desperately gasp for? 

And most of all where is Consciousness? which should has been the real Story Premise of this whole event?

Apart from the missing content and the arrested development of the Expo Story Premise, you have to consider each adult visitor pays an admission ticket of €39 (about $42 or £27) to get into the fabulous world of Expo.

When the Paris Expo closed its doors back on 1889 the Eiffel Tower was left in living memory of that event and in 2010 the tower received its 250 millionth visitor.

What the Milan Expo could leave behind its lack of narrative?  a Frozen Thai Dinner? 

Gianluca D'Agostino is the CEO of GLD Marketing, a company focused on the Marketing of Narrative. "In a world made of social media, Narrative is pivotal to distinguish your business from the digital static. In such an environment you don't have to cope with great storytelling, you have to be the Master and Commander". 
At GLD Marketing we provide your business with on-the-edge Narrative solutions and set yourself on top of the wave. We won't lure your customers with make-believe copies, our strategy is maximizing your existing potential to the very brinkmanship

Friday, February 14, 2014

Italy’s A+E Criminal Investigation Channel is a rerun fiasco (UPDATE)

I am a professional tv watcher and I warmly welcomed the coming of A&E Italy, in particular I was totally happy with the debut of Criminal Investigation Channel that in Italy is run by the A&E SVP Sherin Salvetti who was appointed in the job by A+E Europe Manager Dean-Possenniskie .

In the early stage of the CI debut in Italy, everything was fine, except maybe a more than average amount of self-promos but that was ok if you are used to record tv shows from your decoder .

After less than 3 months since its debut in Italy, the A+E channel only broadcasts reruns of its major hit-shows like Cold Case Files and  Death comes to town

In practice Mrs. Salvetti gave the word "rerun" a new meaning because a single episode is being broadcasted for as long as two weeks.

Maybe Mrs. Sharin Salvetti thinks Italian watchers have their brain completely fried so that they won’t distinguish a rerun from a new episode, hence they won't bother her butt too much.  But that’s not my case and certainly not the case of those Italian furious watchers who have been reporting this and other issues on the CI Italy’s Facebook page.

Sometimes I try to imagine if this genius-like rerun strategy had been made in the U.S. What would have happened to Mrs. Salvetti? I am more than sure that the cable subscribers would have made a long line around the A+E building to have their money back.

But there’s more. Following some unknown doctrine of Content Localisation as their main (and only) Marketing strategy, Mrs. Salvetti decided to completely transform a famous American hit show which  in the US is known as “Beyond Scared Straight” by runing it into “Youngsters at risk with Luisella Costamagna”. (????) a supposed Italian journalist whose purpose is a lot of talk about boring-to-death social issues which are shown to CI viewers as a sort of sermon before the real show kicks in. 

Mrs. Salvetti did it ever come to your mind that Italian watchers could have got misguided and confused by this "little" change?

I mean if I call a show “Larry King Live with Larry King” I do expect to see Mr. King as the main host of the show. Instead in this genius-like marketing operation of content localisation we see this flashy dressed Italian lady who stands still in what it seems an empty wing of some unknown Italian detention center (whose cells emerge from the background) while she speaks of totally unrelated issues to what the watcher is going to see thereafter (which is indeed Beyond Scared Straight). I would say this is pretty much a disconnection rather than a connecting attempt to the Italian audience. 

Is it possible that your localizing strategy isn’t working at all?

I mean who told you Localising is a winning strategy to make global content more familiar?

Italian watchers are already very familiar with American history, culture, folklore, laws etc.
So where’s the need of customizing a content that you define as “global” for the Italian local audience? Maybe you confused Italy with Afghanistan?

Besides the fact of the Italian audience familiarity with American content, what’s really lousy is this non-existing (unconscious) need of "Localizing" a content which has instead a universal appeal in itself.

What you call "content localization" is something completely misleading not just as a strategy but as a principle in itself. I mean the show is about a bunch of troubled kids who go visit a detention center to avoid getting in trouble again. Where's the need for localisation? This is universally appealing content. It's called re-educational narratives. 

In addition, I would like to remind you that we live in a world connected by the Internet where people are able to access the A+E content directly from the American website on a 24/7 basis.

I was wondering if you ever heard a few words like Netflix, Youtube or Smart tv, do they sound familiar to you?

What’s even more ridiculous is the fact that perpetuating this localizing (read dividing) strategy it will only make "global" tv content LESS FAMILIAR to every single person worldwide.

On this planet the trend is that we are trying to destroy categories and divisions and go for a single content that is being shared worldwide, so that people living at different latitudes would feel more close and more related to each other. Instead it seems that CI Italy and more widely A+E Networks are willing to promote more divisions among people. Is that what you are trying to pursue Mrs. Salvetti?

I would like to know what Mr. Dean-Possenniskie thinks of all this and what Nancy Dubuc and Abbe Raven think of all this.

Obviously we can’t report it directly to Mrs. Salvetti nor to his supervisor Mr. Possenniskie because in the best tradition of tv big shots they both don’t have a twitter nor a Facebook account nor are they reachable somehow, so we asked the CI Italy Facebook page admin when this rerun-nightmare would end and he/she responded us that this rerun strategy is not going to end any soon. Unbelievable.

However this is something you need to solve now because Italian watchers want to watch American tv shows and they deserve their new episodes now as they have the same right you have of pursuing Happiness.

I hope you have a very good answer for this.

Gianluca D’Agostino

My Photo

Gianluca D'Agostino worked for CNN in Washington DC and for Associated Press in Rome and Tirana. Holds a Ph.d in Theory of Information and Communication and worked as Researcher at the Department of English at Stanford University. www.facebook.com/GLDAG  
                         twitter: @giallucad 

Friday, October 4, 2013

Italy’s Internet show: Praising the Social while cursing “the others”

How Italy's hate for Inclusiveness props up reverse

MILAN – Italy  

I was relaxing at home last Wednesday October 2, when my old friend Sandro showed up on my doorstep and asked me to join him at these “Internet Days”, a Milan-based event supposedly focused on "Internet Anthropology" 

As a matter of fact, the event’s motto was “Behaviour on the net”. A headline which sounded a bit clunky and not only for using the British word “BehavioUr” whose cacophony is pompously antique, but because to me it evoked something too lame to be related to a moving reality as today’social media world.

"BehavioUr on the net”. Another thing that didn't add up with this initiative’s copy material was promoting more categories like: “on the net” which is short for “on the Internet”.

Indeed this limping-sounded outline the event’s organizers used to promote the show, it perfectly mirrors not only how these people see the new media environment but in a wider picture how the Italians see today’s world turning into a global single consciousness. 

If you ever read an Italian paper, like  “Il corriere della sera”, on any given day of the week, you can still find story-headlines propping up a vision of the Internet as something drastically separated from the world’s "real" reality. Like if the Internet were something that has nothing to do with the real world in which we all live and is instead a dark obscure land of mysterious figures from where you'd better keep out.

I'll make ya an example: "La rete si rivolta contro x" “The net revolts against this” or “this news goes huge on the net”, like if this “net” is made of people who live on another galaxy.
Frankly I have to say the introductory sentence of this “event” was absolutely coherent with Italy’s narrow-minded lamestream media. 

As you can see from the above picture, (which was the event meaningful single image), the slogan under the picture says “Change is in front of your eyes” even though unfortunately the guy is blindfolded by two smartphones placed right over his eyes (????? ). Not only! the phone displays are flipped over the other way so the guy in the picture can't see anything but the phone's black side.

I immediately gutted something was terribly wrong  and it was not just a gut-sensation.

However as I don’t like prejudice to prevent myself from conducting my quest for knowledge, I swept aside this little “behavioUr” and walked into these “Internet days”. 

There were a bunch of scheduled workshops, with big names such as Linkedin, Outbrain and Bell but the only big wig on the list was James Quarles, Regional Director of Facebook for the UK and Southern Europe.

Unfortunately when I learned about the Facebook event, it was already late, otherwise I would have definitely attended and have him questioned over the latest Facebook restrictions on content sharing as I wrote on my latest blog post

The "Internet Days" event was set like the most average sparrow-far-town trade-show, with booths and corporate displays all over, under a neon-lighting umbrella. 

What I immediately realized was the climate of stiffness and negative energy affecting the crowd who was mostly composed of Corporate employees who were all ties and suits which immediately clashed with my mind's image of  the typical Internet crowd of geeks who usually attend these events in the U.S. 

I mean, having studied at Stanford myself, I perfectly know how developers and wannabe-Internet-entrepreneurs look like. Geeks are usually socially awkward people often between 16 and 35 who dress “casually” (to say the least), while those people who attended this Milan-based Internet days looked more like State Department Officials working on some creepy black-op, like an extraordinary rendition or something along that line.

The tension in the main hall was so high  you could probably cut it with a knife.

Besides, there were no "casual visitors", the only “visitors” in this show were me and my friend and these stuffy suit-and-tie people were looking at us like if were some aliens from planet weirdos

Another emblematic image was the booth of the Italian Unicredit Bank, one of Europe's largest banks whose image of friendly company was highly juiced up in the past few months. The ad's headline was "My bank is different". The ad showed a customer walking into a bank asking for a No-fee bank account plus a tablet as a promo gadget gift and as the immediate reaction you see the bank-employees literally fly off the counter, hiding themselves under their desk and behind the furniture.
Then they show Unicredit as a bank where the Customer is welcomed by smiling familiar faces who welcome him like an old friend.
Paradoxically the Unicredit booth at the trade show definitely looked like the first bank in the ad, as all the armchairs at their booth have been empty for the whole duration of the event. If we were in the U.S. the Bank CEO had to resign the following day.

However I decided to wink at it and go see these workshops that were scheduled on the program. 

The first workshop we went was “Digital hell and resurrection, inputs from the media industry to upside down your company”. The speaker was Alceo Rapagna, whose job title is “Chief Digital Officer RCS Media Group”. 

This dude was addressing the crowd wearing a flabbergasted face while displaying slides on how the American Mainstream media host daily contributions from their readers like Op-ed stories and stuff like that.
He showed a bunch of slides of American news media front pages saying: “you see those feature stories on the side of the front-page? Those are not made by staff writers but from their average readers.” He said that while holding an expression like there was a giant stain on the screen.

After I heard that, I was saying to myself: “What am I doing here?”. I really wanted to jump up from my chair saying “A friend of mine ranks first for his Clipping Selection on the Financial Times” but then I decided to shut up. Obviously at the end of this “workshop”, questions were not allowed. 

Never rely on your first impression to make a judgement. 

Then I went to see the next workshop: that was Linkedin's, whose country manager Marcello Albergoni opened its speech by saying he was expecting questions. Great. I can’t say I remember what he said but at the end of it, I recall grabbing the mic asking him if “Linkedin was indeed too much stuck on its “Big shot attitude” and if it weren’t on its agenda to become more inclusive (being a Social Network, you know you aim at being "social" somehow) like if they were targeting a wider audience rather than just management big wigs but like Nurses for example. "Is Linkedin interested in including people like Gaylor Focker within their network of friends”? My question went unanswered and the question-time was cut off. Game over. Somehow it remembered me that time when I questioned Bill Gates on his antitrust hearing....

My friend Sandro tried to reach the Linkedin Country Manager to inquire for a possible co-branding-op with one of Italy’s largest organization in the Training Consulting Business which Sandro represents but Mr. Albergoni turned him over to the Press Office. LMAO!

Being a journalist, a published author and a Marketing of Narrative Consultant, I went to see a workshop that really caught my attention among those on the list.

It was a workshop held by the Italian Publisher Association (ANES). The speakers were Carlo Latorre President of ANES Digital, Alessandro Cederle former President (in the schedule he was titled as “past president”) Paolo Sciacca President of a healthcare publisher and Roberto Fuso Nerini. 

These people’ speech premise was that “we are experiencing a huge financial crisis that affected sales in a major way etc.” However when all these speeches stacked up, I realized something big was missing: These people were talking of the Italian market as the only target of their marketing strategy. ….the nonsense chitchat distracted me somehow but when I realized what these people were talking about, I was absolutely dumbfounded. These people represented the Publishers of Italy and the only market they were thinking as their main target was Italy. They didn't say China, USA, South Korea or Russia.....

Who were these people?

Italy is the country where people read less compared not only to the rest of Europe but to the rest of the world and the Italian Publishers Association' strategy is to keep focusing on their petty domestic market of non-readers. Parochialism at its best. Just by chance while I was listening to these people I clicked on the American Publishers Association website and right on the events column in the home page it still reads: 

Expanding Your Markets on a Global Basis!
2014 PSP/EIC Pre-Conference
Wednesday, February 5th, 2013
Ritz Carlton Hotel
Washington, DC

How can these people represent Italy’s publishers if their only target is the Italian domestic market?

Absolute Mystery.

Despite being a “workshop” questions at the end of the event were not allowed. 

The third workshop I attended was held by Art Directors Italian Club and its headline was “What does it mean doing digital storytelling and its relationship with the media that vehicle it”.


At this workshop there were three speakers: Paolo Guglielmoni, Creative Director, Paolo Iabichino, Creative Director and Maurizio Sala, Creative Director. All these people were Creative Directors. 

The speech began with Mr. Sala who helped himself by displaying a show-reel of ad clips. The first was the Mayhem 2012 Facebook campaign, the second was Nike Tamagochi-runner and the third was Seven Eleven UK debut campaign. Mr. Sala emphasized the facet of involving the potential consumer audience throughout the use of social media as today's prerogative for any Advertising strategy.

The guy made it clear since his debut that being a workshop, anyone in the crowd had the chance to make questions to any of the speakers. Then he focused on the social involvement process, as the common thread of these ads. He underlined the importance of getting people involved into the selling process, without considering nor for a minute the fact that two of these campaigns were Debut Campaign of an American big brand on a foreign country market, where people’s interaction is absolutely functional to the accomplishment of the campaign mission. Especially if the brand is targeting the younger segment like Nike or 7/11.

The second speech was held by Mr. Paolo Guglielmoni, who stood up like a minister in a Christian temple. He spoke out loud to show he knew what he was talking about.

In fact he started with understanding the premise that once television was the only mainstream media and that it was a-one-way-only media. He finished his intervention and not for a second it passed on his mind to ask the crowd the magic word: “questions?”  I was speechless.

These people were emphasizing the changed-new reality of social media, they have been praising interaction all the way up, while cutting off any real interaction during their workshops with their own crowd of listeners. They were promoting inclusiveness while cutting off their own audience. Was this happening for real?

The third speech was absolutely meaningless, I mean the guy had even the guts to emphasize his research work and he presented some Spanish-twitter ad-reel which on his own opinion was absolutely amazing while on mine it was the lamest thing I ever watched in my whole life. 

The Workshop was over, they said “we are in late we have no time” and then they said “questions?”. I snatched that opportunity like a shark grabs its prey, I stood up grabbed the mic and said: “hey you brought up two campaigns made by huge American brands targeting new markets, don’t you think that’s a peculiar situation?”  While I was asking my question the minister was perching like I had a giant spider walking over my head and the speaker’s body language was “it’s over honey you’d better leave because we don’t want to listen to your freaky questions”

Obviously my question went unanswered if it weren't for a constant nodding while his body language was like “please have some pity we are absolutely desperate! please leave us alone!”

After my question went unanswered and no interaction was further allowed, the speakers literally fled off together with the crowd like sneaking off from a grocery store after having snitched the hell out of it.

And the rest was silence. 

I was simply puzzled. I couldn't believe that thing I just witnessed happened for real. 

Promoting interaction and inclusiveness while behaving the exact opposite way. 

I think I had got the real meaning of the event’s motto “BehavioUrs on the net” That sentence sounded fishy since its beginning and not by chance.

Those "BehavioUrs" on their sick mind were the rest of the world desperately trying to get the world’s consciousness shaped in one giant single social media. 

While these people, (the Italians) were simply outraged by the new ruling principle of Oneness, which is the very inspirational principle of the social media.  Indeed Oneness for them is the nightmare that comes visit them at night to freak the hell out of them and that goes against their very selfish narrow-minded existence.

What's worse for these people is thinking about that sneaky crowd they consider like insects being able to daily interact with the mainstream media and transforming the whole world into a giant consciousness.

This is for them the biggest nightmarish threat to their reign of middle-aged categories built up on their lifetime purpose to distance themselves from that crowd of monsters who are “the others”. Yes because “the other” for these Italian "Creative Communicators" is just like hell. These people are big shots who don’t mix with “the others”. 

It’s like if they had been fighting their whole life to get on that bird stand to say a bunch of nonsense, cursing interaction as the devil himself while being forced to praise it because that's what's going on in the civilized world. 


I really don’t know what to make of all this. Did I mention I went to a Social Media Management company whose representative showed me how their social pages work while exhibiting me a bunch of paper flyers with Facebook screenshots? 

The moral of what I reported here is already crystal clear, however I think the saddest aspect of this whole story is the social picture that comes out from the Italian Internet Community which is Italy itself:

They hate being social. Being social for them is being in Hell and having to deal with “people” they would never mix with. 

While Facebook reached 1 billion users becoming the world’s Consciousness, these people still prop up middle aged categories and roles which the rest of the world already got rid of  it and being happy to do so in the process. 

These Italian Internet fockers are not just narrow-minded bigots, they are unhappy of being who they are, they have been treated really bad in their own lives and their resentment is all they've been left with. Although they are the big shots of Italy’s Communication. The truth is that in Italy if you are not a relative to these people or you’re outside of their circle of friends or you’re not an affiliate of some powerful anti-social mafia gang, you are considered not more than an insect or someone who’s there to wreck havoc to their established secure small world of bigotry and closure. 

I mean the main point here is that these people think the new social world is something to be appraised under the technological point of view, they don't get the real revolution is the social aspect while technology is just a secondary mean. They absolutely refuse to accept this is not a technological change but a social one because it mostly affects life, and life is what scares them the most.

I mean "being social" means being more inclusive while they physically showed to literally hate other people.

This is how it is. This is Italy. 

It was almost the end of the second day and I wanted to attend a last workshop called “Digital in the round, between east and west, culture and media". 

Obviously I was absolutely hopeless. The main speaker was Guido Ghedin, of Young Digitals. Indeed it was the first speaker under the age of fifty I have seen within this two days event. 

The guy was born in 1986 and he started his sliding show with a series of charts on how social media are affecting South East Asia, India, Russia and Brazil. 

I looked around just to make sure it was the same event I had been in the past 48 hours. This guy was not the kinda geek you are used to see at these convention, he was dressed like a hipster and looked and acted like Hansen in Zoolander. 

It was entertaining, it was worth any minute as the guy showed a bunch of data charts, trends and numbers of Chinese, Russian and Brazilian social media. Questions went on together with his speech creating a whole learning process. It was just great.

Guess what: it was the only workshop where the hall was half empty. 

I don’t know what to say, I think Italy is living a real sad moment because its people’s main attitude is absolutely anti-social while we live in a world which is not just simply social, it’s pure global Consciousness.

Chris Adami is an Evolutionary Biologist at the Michigan State University.  The main principle that came out from his lifetime achievements can be summarized as such: "In any biological community from single-cell entities to humankind, selfishness not only stops Human Evolution but if adopted on a large scale can lead to Human Extinction". 

The very same results obtained by Adami at Michigan State University were reached by a team of Scientists at the Max Planck Institute in Germany.

Alicia P.Melis, a researcher from Max Planck Institute for Evolutionary Anthropology, went to Ngamba Island in Uganda to study chimpanzee behavior. In the wild, chimps are not in an evolutionary process because of their selfish attitude. A sort of natural instinct that push them to “exploit” their fellows to achieve food and not to share it. 

The experiment consisted of two chimps in a cage and food put in front of them just outside of the bars. A rope passes along a wood stick where the food is. In order to get the food, the chimp needs the help of his fellow. He manages to involve his fellow and they cooperate to get the food. However once they reach the food if this is not enough for both of them, only the alpha fellow between the two gets to eat. The second time the food is put on the stick the second fellow refuses to cooperate because he knows he won’t get any reward. This is where evolution stops. That's why chimps do not evolve: selfishness stops evolution. 

The conclusion of this whole reasoning is that if we want to evolve as a species we have to abandon any selfish attitude because selfishness prevents our species to evolve, where evolving means not only doing and feeling better but being more happy too.

Now, who’s going to tell these “I-hate-the-others-I-hate-being-social-but-let-me-praise-social-media”-Italian-Professional-Communicators they’re on the wrong side of the railroad? Nobody would ever be able to tell them and you know why? Because while promoting this article on Facebook I have verified that 100% of all Italian Facebook Social Pages have their message button disabled. 

This is an Italian page called "Start Up We Can", it has no message button, no posts by others and guess what? no Like button either!!! The real work of art is the statement "We can". Maybe it has to be appraised as a Catholic-inspired Majestic Plural?

The following is the page of Italian journalist Marco Montemagno, whose field of interest is Internet and Social media. Parochialism and provincialism can be immediately perceived as he posted as Timeline Cover a picture that portrays himself next to Jeff Bezos. Cult of personality combined with a neglecting attitude towards "the others". No message button, no Posts by others. He left the comment box open to be praised and congratulated for his great achievement in the Social Environment. The speech balloon speaks volumes about his Social Media Attitude.

Real Sadness. 

This is Italy, the anti-social country.

E Pluribus Unum


Friday, January 18, 2013

Corporate Storytelling: How Businesses turn into Storytelling machines

Business Narratives, Corporate Storytelling....what's this all about?

The Coca Cola Company website has become a storytelling factory.

"The most outrageous way to share a coke" is the headline of  a number of videos posted by Coke consumers who engage with the concept of sharing.

Coca Cola leads the way in the world's Corporate communication and shows the market main trend.

In today's world, citizenship moved, where everyday we meet with our friends as we do at the coffee shop or at the pub, we do make new acquaintances and we work jobs, so it's a sort of life-double.

In this new world, business has transformed itself into a narrative machine. Why? Because the main activity that people do in this new world is basically READING. We enjoy this new life by reading everything, anything and all the time, as that's the new world's form. It's a world made of images and words and the best way to organize a world of images and words is to rely upon the most perfect organization scheme we know about storytelling: the Hollywood Narrative Formula.

I would start from the very beginning, with a famous statement: "The hero is the Story".

That's Robert Mckee's legendary statement. McKee can probably be defined as the King of Hollywood Storytelling Formula, he's been even portrayed (by himself) in Adaptation (2002) a Hollywood movie where the protagonist (Nicolas Cage) struggles with himself while trying to write a script so he splits into an improbable double who slowly gains self confidence and he actually manages to steal his double life.
Obviously this whole situation drives the hero crazy.

And the absolute masters of this formula are Robert McKee, Syd Field, Chris Vogler, Lew Hunter, (which wrote the foreword of my book) then we have John Truby and Luigi Forlai. All these people are Storytelling theorists who made their own fortune by holding seminars around the world and publishing books on how to write great stories both for movies than for books.

Who would ever thought that in the new virtual world, businesses had to rely on storytellers to organize their marketing? Simply Ridiculous! However that's the way it works today and I am absolutely happy about that because that's the field on which I invested my whole post-graduate education, in particular my Theory of Communication Ph.D.

Although let's see in what form this new world relies upon storytelling and its formula. Well the fact is that
as I have said before, in this new world made of images and words, the best way to organize communication is to write a story which is able to identify the reader through an "audience identification process". And what's an audience identification process? Well an AIP is a narrative system through which the narrative or you can call it the story is able to catch the reader's interest through the creation of an empathy's feeling in the reader (or the viewer if the story rolls in a video format).

How do you create an empathy feeling into the reader/viewer? Well that's the $1 million question!

However I can tell you that empathy can be developed into the reader's mind by constructing a series of events and actions that unveil two narratives levels: one is conscious and another is unconscious. These two narrative levels are able to involve the viewer into the story in a way in which he can identify himself into the hero's main problem and goal.

This is the core of the narrative system.How this can be translated into Business Narratives? Well that depends upon the storyteller's talent. In any case, you have to understand in today's media, time is key and we need short stories, that are however able to develop empathy.

Pick up Coca Cola's biggest competitor: Pepsi! They are doing exactly the same thing. If you want an example about creating empathy with short stories, you can take a look at the first episode of X Factor USA 20012 - The Auctions. You will watch many short stories that are totally able to create empathy in the viewer really within a short time.

It's Storytelling time for Business, it's Corporate Storytelling, it's Business Narratives!