Transmedia 101 (pseweb 2012)

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Transmedia Engaging Digitally with a Collaborative Social Culture The “App” Generation #PSEWEB 2012 and D. Simone | July 16, 2012

Transcript of Transmedia 101 (pseweb 2012)

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TransmediaEngaging Digitally with a Collaborative Social

Culture

The “App” Generation

#PSEWEB 2012

and

D. Simone | July 16, 2012

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?What the heck

ISTransmedia

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A story or narrative unfolding across different media and channels, each contributing content, knowledge and collaborative experiences that expand the story world.

D. Simone | July 16, 2012

Transmedia tells a unified story across multiple platforms

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twitter facebook tumblr blog augmented-reality youtube television film digital narrative storytelling cross-platform multimedia convergence-media community bandwidth monetize unify email marketing branding engaging touchpointstwitter facebook tumblr blog augmented-reality youtube television film digital narrative storytelling cross-platform multimedia convergence-media community bandwidth monetize unify email marketing branding engaging responsive onlinetwitter facebook tumblr blog augmented-reality youtube television film digital narrative storytelling cross-platform multimedia convergence-media community bandwidth monetize unify email marketing branding engaging interactive activetwitter facebook tumblr blog augmented-reality youtube television film digital narrative storytelling cross-platform multimedia convergence-media community bandwidth monetize unify email marketing branding engaging choice decisiontwitter facebook tumblr blog augmented-reality youtube television film digital narrative storytelling cross-platform multimedia convergence-media community bandwidth monetize unify email marketing branding engaging audience-basedtwitter facebook tumblr blog augmented-reality youtube television film digital narrative storytelling cross-platform multimedia convergence-media community bandwidth monetize unify email marketing branding engaging co-operative online

D. Simone | July 16, 2012

Convergence MediaRedeux ??

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D. Simone | July 16, 2012?And this“APP” fadFits in how?

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Quick Stats * The average teenager has over 25 apps installed on their mobile device,

with an additional 33 percent of respondents stating they have downloaded over 40 apps.

In 2012, 76 percent of teenagers surveyed said they were spending more time on digital devices in comparison to the previous year.

56 percent stated they spent 'much more time' on their devices and interacted more with friends on devices than in person.

* Data taken from 10,500 FunChat survey respondents between November 2011, and February 2012

ApPs omg ftw yolo

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twitter facebook tumblr blog augmented-reality youtube television film digital narrative storytelling cross-platform multimedia convergence-media community bandwidth monetize unify email marketing branding engaging touchpointstwitter facebook tumblr blog augmented-reality youtube television film digital narrative storytelling cross-platform multimedia convergence-media community bandwidth monetize unify email marketing branding engaging responsive onlinetwitter facebook tumblr blog augmented-reality youtube television film digital narrative storytelling cross-platform multimedia convergence-media community bandwidth monetize unify email marketing branding engaging interactive activetwitter facebook tumblr blog augmented-reality youtube television film digital narrative storytelling cross-platform multimedia convergence-media community bandwidth monetize unify email marketing branding engaging choice decisiontwitter facebook tumblr blog augmented-reality youtube television film digital narrative storytelling cross-platform multimedia convergence-media community bandwidth monetize unify email marketing branding engaging audience-basedtwitter facebook tumblr blog augmented-reality youtube television film digital narrative storytelling cross-platform multimedia convergence-media community bandwidth monetize unify email marketing branding engaging co-operative online

D. Simone | July 16, 2012

Meaning whatexactly ??

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Today's teenager is a model of how the web will work in 5 years - they jump from app to app to app seamlessly.

Within 5 years there will be broadband above 100MB: distinctions between radio, tv and computer streaming will disappear.

Social, social, social.

Video, video, video.

Merging Audience Engagement With Story Technology and Marketing makes sense

- Eric Schmidt (Executive Chairman, Google)

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Stories are in our bones; old as the first fire and first cave paintings

- Siobhan O'Flynn , PhD (University of Toronto, Canadian Film Centre Media Lab)

TRANSMEDIA is the new space where social marketing exists because:

1. Every screen we can imagine (TV, smart phone, tablet, laptop and desktop computer) is reached by Internet video, audio, text and images.

2. Consumers can reach back — through each screen. They WANT to interact.

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Find Contemporary ways to tell the story of a brand

as an experience Create a “world” around your

brand Make the experience of

exploring that world non-linear – the audience should be able to choose and help create their own experience.

The core should be able to stand-alone, but the “full story” requires engagement across multiple platforms to achieve.

Incentivize, inspire, emote.

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for example

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Nice graphic right?Ok. Let’s Get REAL.

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The Hunger GamesA Case Study by Siobhan O'Flynn, PhD (University of Toronto) | http://1001tales.posterous.comHollywood Reporter States: 3rd Best Opening Box Office Weekend of ALL TIME.

Actual Transmedia Marketing Budget: $45 Mil*(vs. typical high profile box office marketing budget: $100 Million)

Staff Members to Execute: 21 Staff Members(vs. typical high profile box office marketing campaign: 100 staff)

Social Media Conversations Generated: 3 Million+ (Majority via Twitter, Facebook)

*LionsGate marketers spent $15-$20 Million LESS (30%) than larger studios (on conventional TV Commercial campaigns) by using Transmedia platforms.

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Planned from The Inception…

Story Extensions To: Facebook, Twitter, Tumblr, Youtube, Fan-made Content, Official Merchandise, Online Role Playing.

EXCERPT FROM: http://1001tales.posterous.com/transmedia-engagement-participatory-culture-t

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WowIf only we had

$45 Million dollars

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But wait!It’s not Just about

movies & tv

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The Charlie Brown of Advertising Mascots

- Ad Week Magazine

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Salty: The Sad salt ShakerWe love him. We want to HUG him.

Unilever Knorr Canada Campaign: Print, Digital, Direct-Mail, In-Store Job posters around Toronto and Vancouver appear as Salty extended his job search to auto detailing, house cleaning and lawn care. Videos – Youtube channel “Salty’s Life” (1 mil+ subs) Twitter and Facebook Profiles (50,000 FB Fans) Real Salt Shakers (Over 20,000 Sold) Over 1000 Fan “Remixes” and “Re-edits”. 500% increase in consumer traffic. Overtook Uncle Ben’s as the number one brand.

“Salty isn’t just delivering a message; he’s providing meaning. …watching his videos or talking with Salty on Twitter or FB or ChatRoulette … doesn't feel like watching an ad. It feels like FUN.”

-Marta Kagan (mzkagan.posterous.com)

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C’mon, You know you want to join the crowd…

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Target emotionSpend Less

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Communities areEmotional creaturesCommunities are made up of People. People bring their own circles of trust with them. They share good stories.

Teasing, twisting, turning and personalizing stories tug on natural human desire to ‘find out what happens next…’ and ‘be part of it’.

An audience who cares, shares…

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How Transmedia uses concurrency to build Social Currency

...Crowds are motivated to work together because of social currency, the mechanics of those crowds work due to a collective intelligence. Working together to achieve a 'big thing' allows individual contributions to matter more, thus… individuals feel empowered by their social collaboration to achieve a greater purpose in a collective task…

Currency - a mechanism for exchanging valueConcurrency - simultaneous, interconnected action

- John Gosier (author, "Cult of the Crowd”)http://cultofthecrowd.com/

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InnovateTo Educate

“Every Great [Thought] Leader is a Great Storyteller.…”-Dr. Howard Gardner, Harvard University Psychologist

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Totally Optional Participation(No Overt Invitations)

+ Totally Secret Society

= Totally Irresistible Social Currency

“Reality Ends Here” > reality.usc.eduJeff Watson – USC School of Cinematic Arts

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“Reality Ends Here” > reality.usc.eduJeff Watson – USC School of Cinematic Arts

181 registered student “players” 122 collaborative projects submitted 32 different types of media utilized Twitter and Facebook conversations Connections to faculty, alumni and

industry mentors were integral to the gameplay.

“Whenever they solved a puzzle, the students came to the game office where they were handed a new envelope showing the Reality logo on the front… The envelope contained a Reality card pack. It consisted of a set of 10 playable cards and instructions on what to do with them…”

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“Reality Ends Here” > reality.usc.edu(Education through Transmedia, cont…)

Tribalism and Teams Established Card-jackings (social norms) Card (Sale) Banks - Commerce Jump-started collaboration across

divisional and disciplinary boundaries 4400+ game-related Twitter and FB

posts Community Website/Blog Interaction“Projects included writing a story, designing a game, recording a movie and other interdisciplinary tasks.…”

Jeff Watson | http://remotedevice.net/

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Did we mentionthe

ShoestringBudget?

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Good marketing is all about creating a Love Connection between a brand and a consumer.

-TheRedHotMarketingBlender.com

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Leveraging Transmedia in Hybrid Marketing Strategy

Target Your Audience – They Come First. And Second. And Third.

Exploit each Media Platform Uniquely (Website, Tumblr, Youtube, Twitter, Facebook, APPS on Devices…)

Take traditional promotions/ads and model around SOCIAL EVENTS (group projects, contests, twitter #conversation gatherings.

Use Community Groups to solve real-world puzzles. Reward participation!

Monetize “in-app” and Social Media perks of engagement. Social Currency COUNTS.

Story to World Engagement – Second and third screens matter. Plan them in advance.

Keep momentum after campaigns with apps and games and social networks!

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The best way to predict the future is to create it

-Peter Drucker

Augmented Reality Creates Nifty Brand->to->World Extensions

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An audience who cares…shares…

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Thank you!Questions?

@daphnesimone