Frame of Reference - Christy Dena and Gary Hayes

C Dena, G Hayes LAMP October 2005

FRAMES OF REFERENCE

FRAME OF REFERENCE“a short presentation about that,

that cannot be described”

Christy Dena & Gary Hayes


FRAMES OF REFERENCE

This brief talk

•Why have common terminology

•The need to invent a language

•The crossing-media cycle


FRAMES OF REFERENCE

Explaining the unknown


FRAMES OF REFERENCE

Who knows what these stand for?

CATP -

MOO -

Veronica -


FRAMES OF REFERENCE

Who knows what these stand for?

CATP - (Caffeine Access Transport Protocol) - was first used atthe Binary Cafe in Cybertown and quickly spread world-wide

MOO - (Mud, Object Oriented) One of several kinds of multi-user role-playing environments.

Veronica - (Very Easy Rodent Oriented Net-wide Index toComputerized Archives) a constantly updated database of thenames of almost every menu item on thousands of gopherservers. The Veronica database could be searched from mostmajor gopher menus.


FRAMES OF REFERENCE

Pre-paradigmatic

• A common language is essential for the growth oftrade;

• A common language emerges around a paradigm;

• The risk-averse buyer faced with undue complexitydoes not buy;

• New technologies tend towards unsurveyability withouta paradigm.

Swann & Watts


FRAMES OF REFERENCE

Crossing-Media Cycle

•Recognition

•Attraction

•Invitation

•Action

•Acknowledgment

•Engagement

•Summation

•Resolution


FRAMES OF REFERENCE



FRAMES OF REFERENCE


•Recognition

•Attraction

•Invitation

•Action

•Acknowledgment

•Engagement

•Summation

•Resolution

CTA - CALL TO ACTION


FRAMES OF REFERENCE

Cycle

•Recognition:•Familiar brand, physical and virtual space or identity;

•Activity is appropriate

•Attraction:•Entice the audience: be visually and intellectually interesting.

•Invitation:•Why they should act, how they will act, what they should

expect if they act and what will happen if they act: the reward.


FRAMES OF REFERENCE

Cycle

•Action:•They have crossed the line, taken a plunge without necessarily

knowing the rules of the game. Trust & commitment.

•Acknowledgment:•Acknowledge their presence, action and commitment.

•Personalise acknowledgment.

•Engagement:•Committed. Need repeated goals, rewards and

acknowledgments.


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Cycle

•Summation:

•Original goal is attained;•Loops back to the start of the cycle;

•Invited to another property within a brand.

•Resolution:

•When engagement with the property ends.


FRAMES OF REFERENCE


Frame of Reference - Christy Dena and Gary Hayes

Technology

Transcript of Frame of Reference - Christy Dena and Gary Hayes