A Model for Interactive CSR Campaigns using Storytelling

TitleA Model for Interactive CSR Campaigns using Storytelling
Publication TypeConference Paper
Year of Publication2014
AuthorsWille, P., R. Finster, and W. - T. Balke
Refereed DesignationRefereed
Conference Name1st International Workshop on Social Multimedia and Storytelling
Conference LocationGlasgow, UK

Companies today are expected to engage in corporate social responsibility (CSR) and they spend a lot of time, money, and other resources on these tasks. However, in relation to their investment, the gain for most companies is marginal, because their efforts are only perceived by a small number of people. In this paper, our goal is to improve on this situation by involving a greater number of people in CSR campaigns and increasing media attention, while reducing expenses. We propose a model that utilizes storytelling on alternate realities to link social media with CSR tasks. Consumers are engaged in a story through interactive storytelling interfaces, which allow them to contribute to the CSR campaign. The company is always able to monitor and control their running campaign and can profit from social media contributions that spread the campaign goals. We describe the capabilities of the model as well as the problems it faces with storytelling on huge numbers of automatically extracted stories. The main challenge of the kind of storytelling we report is to find an adequate storytelling structure for an automatically generated story.

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