active media game

cross media mix © TOTAL IDENTITY 2009 Total Active Media Martijn Arts

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

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

Kennis mission (organisation) strategy (communication) goals (communication) strategy forms of communication © TOTAL IDENTITY

Kennis mission (organisation) strategy (communication) goals (communication) strategy forms of internet (-website) as a form of © TOTAL IDENTITY communication communication

Kennis mission (organisation) strategy (communication) goals (communication) cross media strategy strategy forms of internet (-website) as a form of © TOTAL IDENTITY communication communication

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

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

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

Kennis mission (organisation) strategy (communication) goals (communication) strategy forms of communication © TOTAL IDENTITY

so: online is not just a form of communication everywhere in the organization difference on-/ofﬂine changes follow a strategy online © TOTAL IDENTITY

Kennis social media communities (links / groups) emergent identities brands (web-) services ? © TOTAL IDENTITY

© 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

so: the world turns upside-down bottom-up communication social media is the new engine new structures emerge bottom-up global companies ? © TOTAL IDENTITY

what: a tool for planning a cross media strategy by communication managers with speciﬁc attention to new online forms of communication © TOTAL IDENTITY

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

what NOT: a tool for planning an identity, a creative concept or a tool that inevitably results in a valid online strategy © TOTAL IDENTITY

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

the card: title information - glossary examples online metadata for the game screenshot as illustration © TOTAL IDENTITY

and now: based on a true case determine a mix of communication forms using the cardgame © TOTAL IDENTITY

ways of play: top-down guided step-by-step linear instructive way bottom-up via storytelling associative co-creation way © TOTAL IDENTITY

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 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

Clients Competitors Strategic clients Banks Partners Share- Strategic holders partners Magemenent Organization Media Employees © TOTAL IDENTITY Unions Government Stakeholder analysis: Edward Freeman

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

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

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

active media game

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