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THE PIXEL LAB 2010: Monique de Haas of Dondersteen Media - Social Media & Audience Engagement Design
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THE PIXEL LAB 2010: Monique de Haas of Dondersteen Media - Social Media & Audience Engagement Design

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  • 1. A FLIRT 360 DESIGNING FOR AUDIENCE ENGAGEMENT
  • 2. Do you remember this..? http://www.youtube.com/user/fromstorytolegend#p/c/CF39205B916EA5F4/39/CtT7P8EbNwE
  • 3. http://www.youtube.com/user/fromstorytolegend#p/c/CF39205B916EA5F4/38/JAzQYbQlp1Y
  • 4. http://www.imnotamember.com/#361
  • 5. Not REACH but RELEVANCE IS KEY
  • 6. WORLDS CROSSING: DONDERSTEEN MEDIA ™ ‘Everyday’ World Audience Member Story World Tool: touchpoint analysis Tool: storyworld bible
  • 7. DESIGN FOR ENTRY
  • 8. DESIGN FOR ENTRY: DONDERSTEEN MEDIA ™ touchpoint to entrypoint ‘Everyday’ World Audience Member Story World
  • 9. DESIGN FOR REPEAT
  • 10. DESIGN FOR REPEAT: ENABLE RELIVING & SHARING (DISTRIBUTION) PLAYLIST SUBSCRIPTION EMBED
  • 11. THE STORYWORLD FOR THE EXAMPLES TODAY http://www.youtube.com/watch?v=3fDde0xZeDc
  • 12. DESIGN FOR REPEAT: DIFFERENT PERSPECTIVES (STORY) Wanna take it from the sunny side or howling at the moon? http://fangbanger.tumblr.com/ http://fellowshipofthesun.org/ http://americanvampireleague.com/
  • 13. DESIGN FOR REFERRAL
  • 14. DESIGN FOR REFERRAL: AUDIENCE ‘SELLS’ YOUR CONTENT (DISTRIBUTION) SEND TO FRIEND PREROLL COMMENT USER COMMENTS ON TIMELINE
  • 15. DESIGN FOR REFERRAL: RUMOUR HAS IT..
  • 16. DESIGN FOR REFERRAL: NOT SO HARD..
  • 17. DESIGN FOR THE DIVE
  • 18. STORYWORLD IS UNFOLDING..
  • 19. basestation CHARACTER places & service stuff CONTROLLABLE BY PUPPETMASTER Events Fans communities rumour has it.. NO CONTROL:INFLUENCE?
  • 20. Trueblood Universe basestation CHARACTER stuff places & service http://jessicahamby.wordpress.com/ http://babyvamp-jessica.com/ http://fangtasialondon.blogspot.com/ http://www.welcometobontemps.com @JessicaHamby http://www.trueblood-online.com/ Events Fans communities http://www.lovebitten.net http://www.ilovebontemps.com rumour has it..
  • 21. Trueblood Universe basestation CHARACTER places & service http://jessicahamby.wordpress.com/ http://babyvamp-jessica.com/ stuff http://fangtasialondon.blogspot.com/ http://www.welcometobontemps.com @JessicaHamby http://www.trueblood-online.com/ Events Fans communities http://www.lovebitten.net http://www.ilovebontemps.com rumour has it..
  • 22. FROM STORY TO PRODUCT.. http://www.youtube.com/user/fromstorytolegend#p/c/CF39205B916EA5F4/5/vWrDTdrsuGM
  • 23. GATEKEEPERS TO PASS.. AT S N ST SI IO BA S ER LT #1. PRICE FI #2. SEARCH #3. SOCIAL
  • 24. Entrypoints rst encounters/ 2nd encounters etc.. exploring what’s in it (for me) repeat THE RELEVANCE FUNNEL © DONDERSTEEN MEDIA™ hook-up Gather Points of Intrest WOM Referral ambassador entry points at work... Social currency evangelist #2 TRAIL TO BLAZE #3 co-creator #4 New entrypoint
  • 25. WINDOWS TO OPEN..
  • 26. I have a REQUEST to you, Dear Audience...
  • 27. May I suggest to take an INTEGRATED APPROACH to Your Marketing Plan + Your Audience Engagement Plan + Your Distribution Strategy? They are mutually influencing one another, Thanks! :-)
  • 28. GENERATE THAT ‘WATERCOOLER’ EFFECT

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