A framework for transmedia communications
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Transmedia: make it happen An implementation framework By Isabelle Quevilly, March 2012 CREDITS: NONCYBISCUIT ON FLICKR
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This presentation provides a framework for the implementation of transmedia brand communications.It rapidly drives us to the conclusion that transmedia not only offers a huge potential to build a sustainable paid-owned-earned communication mix but actually to also transform your marketing operations at large.
Transcript of A framework for transmedia communications
Transmedia: make it happenAn implementation framework
By Isabelle Quevilly, March 2012CREDITS: NONCYBISCUIT ON FLICKR
"Web series + social + gamification does not equal transmedia" - @Betsenstein
"Transmedia storytelling is not social TV campaigns" - @siyafrica
From last week #transmedia panel at SXSW, some misconceptions were clearly flagged by the attendance
Planning the flow of your narrativeThe scale and complexity of multi-platform content presents a new narrative twist on the traditional competency of media content (advertising). The story must build overtime and involve participation from the audience to advance into the story.
We can look at what makes a video viral* as guidelines to build the flow of your narrative:1- Taste makers2- Community participation3- Unexpected
*Kevin Alloca: http://www.youtube.com/watch?v=BpxVIwCbBK0V
CREDITS: DENNOIR ON FLICKR
From sharing isolated pieces of content to stories embedded in a context, linked to people and time....
Actually, forget content, it’s about ideas!With the overload of content we are facing, the line is blurred from traditional content publishers, to branded content, to personal content and so on.
Problem is how can your brand earn time in consumers’ lives? What makes it worth it for me to dedicate my time to you?
So the question is not about producing or curating videos, it is not about publishing on Facebook versus Twitter, there is a bigger issue for you to solve first:
What’s your IDEA? What are you DOING that is worth a conversation?
CREDITS: Mk.1 the ARTterrorist 2.0 ON FLICKR
"Networks are defined by relationships, and relationships are sustained by transactions. Those transactions may be simple communication - an exchange of knowledge or even affection - or they may be an exchange of money, goods, services, and other currency.
We break these down into three categories of transactions: social, knowledge, and business. These rarely, if ever, exist in isolation." - Fast Company http://www.fastcompany.com/resources/networking/teten-allen/050205.html
CREDITS: QLEOCA on FlickR
CONNECT INTERACT REWARD
A NETWORK TO:
WITH LIKE-MINDED PEOPLE
YOUR STORY
CROWD #1
CROWD #2
STORIES
STORIESSTORIES
STORIES
STORIES
STORIESSTORIES
TIME
Feed your crowd with an idea
STORIES
CROWD #1
CROWD #2
CROWD #3
CROWD #4
STORIESSTORIES
STORIES
STORIES
STORIES
TIME
STORIES
STORIES
STORIES
STORIES
STORIES
So they can appropriate it
CROWD #1
CROWD #2
CROWD #3
CROWD #4
STORIESSTORIES
STORIES
STORIES
STORIES
STORIES
TIME
STORIES
STORIES
STORIES
STORIES
YOUR ENRICHED
STORY
And grow it for you
STORIES
STORIES
CROWD #1
CROWD #2
CROWD #3
CROWD #4
STORIES
STORIESSTORIES
STORIES
STORIES
STORIES
STORIES
STORIES
TIME
STORIES
STORIESSTORIES
STORIES
STORIES
STORIES
STORIESSTORIES
YOUR ENRICHED
STORY
So you + them interact with it
STORIES
STORIES
From complex to simple
CREDITS: STIENMAN on FlickR
1-Audiences (the crowds)You are building a network of flows that will enable transactions around your brand, your product etc.
Identify your crowds, don’t think about a media profile anymore (eg: women 25-45). Why do you care about who buys your product as long as you sell it? Stop excluding people because of your media buying, this is not media advertising anymore.
A woman 45 is not a woman 25 they don’t buy the same products. Look at the data instead, search for behaviours, invest in knowing who they are (dreams? passions? crisis? hope?).
CREDITS: TOMIKA DAVIS ON FLICKR
2- TransactionsSelect the type of transactions you want to build with each of them, this will influence the piece of the story you will share with them.
Social > what do you do?Business > how do you reward, sell?Knowledge > information, gossip, education... what’s your expertise?
CREDITS: CDLIKES 04 ON FLICKR
3- Ideas/Actions they can relate toUnderstand the codes they are already using to transit those information and use them as well.
If they go on Youtube to share their love, do the same, and talk to them in the same manner.
Think about going back to tribal behaviours here.
You are not talking with words but through acts and signs you are making to acknowledge each other.
A transmedia framework
AUDIENCE TRANSACTION THE IDEA/THE ACTION
Hello dear,I am
Burberry.
CROWD 1 BUSINESS(quality/product)
Pick your fabric for our next collection.
Hello dear,I am
Burberry.
CROWD 2 KNOWLEDGE(brand heritage)
Christopher Bailey on fashion trends you like.
Hello dear,I am
Burberry.
CROWD 3 SOCIAL(brand character)
Let’s share your music in our stores.
AUDIENCE TRANSACTION THE IDEA/THE ACTION
Hello dear,I am
Burberry.
CROWD 1 BUSINESS(quality/product)
Pick your fabric for our next collection.
Hello dear,I am
Burberry.
CROWD 2 KNOWLEDGE(brand heritage)
Christopher Bailey on fashion trends you like.
Hello dear,I am
Burberry.
CROWD 3 SOCIAL(brand character)
Let’s share your music in our stores.
Sales happen before production.
Message is nurtured via co-creation.
Media is earned not paid.
Transmedia reinvents marketing as much as communications
Product
Place
Promotion
Price
E. Jerome McCarthy 1960:
Pre-production sales
Proprietary online retail
Owned communities
Adaptive pricing*
What can we propose in 2012?
*demand, loyalty, affiliation on sales
WAIT! In 1960, there is no mass color TV, no sports marketing, no Internet, the oil crisis hasn’t happened yet.... Do we really want to do marketing with these 4?
Transmedia reinvents marketing as much as communications
"What’s happening now with content is different, though. This isn’t about brands being one-off content creators, but instead shifting to a publisher mindset. I guess what I’m saying is that content isn’t the cause, it’s the effect (the former, I’d say, is brands starting to see how to use digital as a truly unique marketing vehicle). "
- Noah Brier, Percolate
@DigitalPlanner
Crafted by Isabelle Quevilly. London. February 2012
This deck is made to help the advertising community think different. It will hopefully start conversations and sparkle new ideas. It is yours to steal, comment and share!
#transmedia #flipthemedia
