cross
                   media
                   mix
© TOTAL IDENTITY




                   2009
                   Tota...
Total Identity
                   Activities           Areas
                   Positioning          Consultancy
         ...
Martijn Arts
                   Lives in Amsterdam
                   Born in 1973
                   MsC Delft Tech. Univ...
© TOTAL IDENTITY




                   context
Kennis

                           mission

                         (organisation)
                          strategy

  ...
Kennis

                        mission

                       (organisation)
                        strategy

         ...
Kennis

                        mission

                       (organisation)
                        strategy

         ...
Kennis

                        mission

                       (organisation)
                        strategy

         ...
Kennis

                        mission

                       (organisation)   0
                                       ...
Kennis

                         mission

                       (organisation)   online
                                 ...
Kennis

                       mission

                     (organisation)
                      strategy

              ...
so:

                   online is not just a form of communication
                   everywhere in the organization
     ...
© TOTAL IDENTITY




                   bottom up...
Kennis

                      social media


                      communities
                       (links / groups)



...
© TOTAL IDENTITY




                                      con
                                 tac                       ...
so:

                   the world turns upside-down
                   bottom-up communication
                   social m...
© TOTAL IDENTITY




                   cardgame
what:

                   a tool for planning a cross
                   media strategy by
                   communicatio...
Kennis

                        mission

                       (organisation)   online
                                  ...
what NOT:

                   a tool for planning an identity,
                   a creative concept or a tool
           ...
how:

                   a deck of cards that in itself is
                   a glossary of actual facts and
             ...
© TOTAL IDENTITY
the card:

                   title
                   information - glossary
                   examples online
         ...
© TOTAL IDENTITY
© TOTAL IDENTITY




25
© TOTAL IDENTITY




26
© TOTAL IDENTITY
and now:

                   based on a true case
                   determine a mix of
                   communication f...
ways of play:

                   top-down guided step-by-step
                   linear instructive way
                 ...
first way of play
© TOTAL IDENTITY
Top-down way of play

                   In five steps the group or individual form a set of cards that fit the communicatio...
Clients                Competitors




                                     Strategic
                                    ...
Kennis

                               attitude




                   knowlegde              behaviour
© TOTAL IDENTITY

...
Kennis


                            organization




                             individual

                   market  ...
What’s next?

                                                                                                            ...
Kennis




                   €0
                        € €€ €€€
                         € 10.000   € 50.000            ...
second way of play
© TOTAL IDENTITY
Bottom-up way of play

                   Four players team up to create a joint story by making use of storytelling techn...
mix of forms of
                   communication
© TOTAL IDENTITY
mix of forms communication

                   Corporate                     Campaign                        Public Relati...
© TOTAL IDENTITY




                   next version?
© TOTAL IDENTITY
© TOTAL IDENTITY
© TOTAL IDENTITY
go ahead
© TOTAL IDENTITY




                   2009
                   Total Active Media
                   Martijn Arts
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Active Media Game

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This presentation introduces a serious game that helps communication managers to set up a cross media strategy. It is also an up-to-date glossary of on- and offline communicators.

Published in: Technology, Business

Active Media Game

  1. 1. cross media mix © TOTAL IDENTITY 2009 Total Active Media Martijn Arts
  2. 2. Total Identity Activities Areas Positioning Consultancy Profiling Design Publishing Founded Interaction 1963 TOTAL DESIGN PR Campaign 2000 changed name TOTAL IDENTITY Earnings 2005 10,7 mln Group 2006 11,9 mln TOTAL IDENTITY 2007 14,2 mln - Amsterdam 2008 13,4 mln - The Hague TOTAL ACTIVE MEDIA Network partners VERMEULEN Antwerp ALLCOMMUNICATION Bolzano © TOTAL IDENTITY SOFTWARE Bremen Dubai No staff Hamburg 112 Lisboa 2 Madrid
  3. 3. Martijn Arts Lives in Amsterdam Born in 1973 MsC Delft Tech. University marts@totalactivemedia.nl Total Active Media Managing Director. Total Identity Shareholder Board of directors © TOTAL IDENTITY Social Networks LinkedIn Hyves Twitter (arts118) 3
  4. 4. © TOTAL IDENTITY context
  5. 5. Kennis mission (organisation) strategy (communication) goals (communication) strategy forms of communication © TOTAL IDENTITY
  6. 6. Kennis mission (organisation) strategy (communication) goals (communication) strategy forms of internet (-website) as a form of © TOTAL IDENTITY communication communication
  7. 7. Kennis mission (organisation) strategy (communication) goals (communication) cross media strategy strategy forms of internet (-website) as a form of © TOTAL IDENTITY communication communication
  8. 8. Kennis mission (organisation) strategy (communication) online goals goals (communication) cross media strategy strategy forms of internet (-website) as a form of © TOTAL IDENTITY communication communication
  9. 9. Kennis mission (organisation) 0 online strategy st strategy (communication) online goals goals (communication) cross media strategy strategy forms of internet (-website) as a form of © TOTAL IDENTITY communication communication
  10. 10. Kennis mission (organisation) online 0 strategy strategy st (communication) online goals goals (communication) cross media strategy strategy forms of internet (-website) as a form of © TOTAL IDENTITY com communication communication
  11. 11. Kennis mission (organisation) strategy (communication) goals (communication) strategy forms of communication © TOTAL IDENTITY
  12. 12. so: online is not just a form of communication everywhere in the organization difference on-/offline changes follow a strategy online © TOTAL IDENTITY
  13. 13. © TOTAL IDENTITY bottom up...
  14. 14. Kennis social media communities (links / groups) emergent identities brands (web-) services ? © TOTAL IDENTITY
  15. 15. © TOTAL IDENTITY con tac rkt t on ma e2o per ne son al lon few gta 2fe il w on doe lgr e2f o ew (br ep pu on oadc bli c e2m ast an ) y site action person desire brands interest attention (online) forms communities social media cen ra te tra cen al corpo dec tra n it en al- s su tra ne dec al b usi n t en r t me tra a f l d epa s taf l) vri j id ua e Kennis pro div ti ces (in an isa org
  16. 16. so: the world turns upside-down bottom-up communication social media is the new engine new structures emerge bottom-up global companies ? © TOTAL IDENTITY
  17. 17. © TOTAL IDENTITY cardgame
  18. 18. what: a tool for planning a cross media strategy by communication managers with specific attention to new online forms of communication © TOTAL IDENTITY
  19. 19. Kennis mission (organisation) online 0 strategy strategy st (communication) online goals goals (communication) cross media strategy strategy forms of internet (-website) as a form of © TOTAL IDENTITY communication communication
  20. 20. what NOT: a tool for planning an identity, a creative concept or a tool that inevitably results in a valid online strategy © TOTAL IDENTITY
  21. 21. how: a deck of cards that in itself is a glossary of actual facts and examples which results - by means of serious gaming - into strategy choices © TOTAL IDENTITY
  22. 22. © TOTAL IDENTITY
  23. 23. the card: title information - glossary examples online metadata for the game screenshot as illustration © TOTAL IDENTITY
  24. 24. © TOTAL IDENTITY
  25. 25. © TOTAL IDENTITY 25
  26. 26. © TOTAL IDENTITY 26
  27. 27. © TOTAL IDENTITY
  28. 28. and now: based on a true case determine a mix of communication forms using the cardgame © TOTAL IDENTITY
  29. 29. ways of play: top-down guided step-by-step linear instructive way bottom-up via storytelling associative co-creation way © TOTAL IDENTITY
  30. 30. first way of play © TOTAL IDENTITY
  31. 31. Top-down way of play In five steps the group or individual form a set of cards that fit the communication need. This set of cards is a cross media mix that can be used in a cross media strategy. By asking questions that correspond to the categories that are printed on the cards (the metadata), these cards will be removed form the deck. The game ends after six steps of if there are only three cards left, which ever comes first. 1. What is the target group? 2. What is the type of goal? 3. What is the type of message? 4. What is the time-to-market and depth of information? 5. What is the budget? © TOTAL IDENTITY
  32. 32. Clients Competitors Strategic clients Banks Partners Share- Strategic holders partners Magemenent Organization Media Employees © TOTAL IDENTITY Unions Government Stakeholder analysis: Edward Freeman
  33. 33. Kennis attitude knowlegde behaviour © TOTAL IDENTITY Types of goals: Eppink
  34. 34. Kennis organization individual market product service © TOTAL IDENTITY Types of message: ...
  35. 35. What’s next? film Dossier documentary knowledgebase / -archivearticle Scientific vakblad book radio jaarverslag business movie Why? corporate brochure (online) podcast corporate brochure weblog thematical portal E-magazine magazine paper brochure webradio glossy leafletorganisational portal depth Newspaper PDF-newspaper Campaigning website E-mail newsletter papieren nieuwsbrief What? E-card © TOTALACTIVE MEDIA mail report Mobile website mail alertMail-signature T-mobile i-mode Orange SMS-alert GoogleGadget Vodafone live! RSS bannerNarrow-casting time-to-market channel analysis: Pieter Kok and Martijn Arts
  36. 36. Kennis €0 € €€ €€€ € 10.000 € 50.000 >> © TOTAL IDENTITY budget: ...
  37. 37. second way of play © TOTAL IDENTITY
  38. 38. Bottom-up way of play Four players team up to create a joint story by making use of storytelling techniques. The four players start out with four randomly selected cards. Each player can change one card. The individual player explains to the group why this card needs to be replaced by that specific other card. The others can vote against the change of cards. If this happens the player loses its turn. After four steps the group is left with their optimal mix of communication forms, including the story behind the mix. This story must be presented to others. 1. Random take four cards 2. A player changes one card and explains why 3. This will take place four times - each player does it once 4. The group presents the end result © TOTAL IDENTITY
  39. 39. mix of forms of communication © TOTAL IDENTITY
  40. 40. mix of forms communication Corporate Campaign Public Relations Corp. brochure, book TV commercial / radio Press releases Annual report Outdoor Event Newsletter Locative campaign Unions and groups Guest lectures and speeches (serious) Game Gifts and gadgets Business card freecards CRM Corporate magazine Ingredient branding Direct Mail Theme Loyality programme AHV Interne communicatie Partner magazine Interal newsletter MarCom Bulletin board / Catalogue coffeemachine show window Memos Brochure / advisory sales Meeting / kantine / telephone © TOTAL IDENTITY Door-to-door-sales Archive Service Desktop publishing meetings
  41. 41. © TOTAL IDENTITY next version?
  42. 42. © TOTAL IDENTITY
  43. 43. © TOTAL IDENTITY
  44. 44. © TOTAL IDENTITY
  45. 45. go ahead © TOTAL IDENTITY 2009 Total Active Media Martijn Arts
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