A framework for transmedia communications

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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.


A framework for transmedia communications

  1. 1. An implementation framework Transmedia: make it happenCREDITS: NONCYBISCUIT ON FLICKR By Isabelle Quevilly, March 2012
  2. 2. From last week #transmedia panel at SXSW, somemisconceptions were clearly flagged by the attendance "Web series + social + gamification does not equal transmedia" - @Betsenstein "Transmedia storytelling is not social TV campaigns" - @siyafrica
  3. 3. CREDITS: DENNOIR ON FLICKR Planning the flow of your narrative The 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 makers 2- Community participation 3- Unexpected *Kevin Alloca: http://www.youtube.com/watch?v=BpxVIwCbBK0V
  4. 4. From sharing isolated pieces of content to storiesembedded in a context, linked to people and time....
  5. 5. 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
  6. 6. "Networks are defined by relationships, and relationships aresustained by transactions. Those transactions may be simplecommunication - an exchange of knowledge or evenaffection - 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 Companyhttp://www.fastcompany.com/resources/networking/teten-allen/050205.html CREDITS: QLEOCA on FlickR
  7. 7. A NETWORK TO:CONNECT INTERACT REWARD WITH LIKE-MINDED PEOPLE
  8. 8. STORIES STORIES YOUR STORY CROWD #2 STORIES STORIES STORIES CROWDSTORIES #1 STORIES STORIES Feed your crowd with an idea TIME
  9. 9. So they can appropriate it STORIES STORIES CROWD #2 STORIES CROWD #1 STORIES CROWD STORIES #3 STORIES STORIES CROWD STORIES #4 STORIES STORIESTIME
  10. 10. And grow it for you STORIES STORIES YOUR CROWD ENRICHED #2 STORY STORIES STORIES CROWD #1 STORIES CROWD STORIES #3 STORIES STORIES CROWD STORIES #4 STORIES STORIESTIME
  11. 11. So you + them interact with it STORIES STORIES YOUR CROWD ENRICHED #2 STORY STORIES STORIES STORIES CROWDSTORIES #1 STORIES STORIES STORIES STORIES CROWD STORIES #3 STORIES STORIES STORIES CROWD STORIES STORIES #4 STORIES STORIES STORIES TIME
  12. 12. From complex to simple CREDITS: STIENMAN on FlickR
  13. 13. 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
  14. 14. 2- Transactions Select 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
  15. 15. 3- Ideas/Actions theycan relate toUnderstand the codes they are already using to transit thoseinformation and use them as well.If they go on Youtube to share their love, do the same, and talk tothem in the same manner.Think about going back to tribal behaviours here.You are not talking with words but through acts and signs you aremaking to acknowledge each other.
  16. 16. A transmedia framework AUDIENCE TRANSACTION THE IDEA/THE ACTION (quality/product) CROWD 1 BUSINESS Pick your fabric for our next collection. Hello (brand heritage) dear, CROWD 2 KNOWLEDGE Christopher Bailey on fashion trends you I am like.Burberry. (brand character) CROWD 3 SOCIAL Let’s share your music in our stores.
  17. 17. Transmedia reinvents marketing as much as communications AUDIENCE TRANSACTION THE IDEA/THE ACTION Sales happen before production. (quality/product) CROWD 1 BUSINESS Pick your fabric for our next collection. Hello Message is nurturedheritage) (brand via co-creation. dear, CROWD 2 KNOWLEDGE Christopher Bailey on fashion trends you I am like. Burberry. CROWD 3 SOCIAL Media(brandearned stores. paid. is music in our not Let’s share your character)
  18. 18. Transmedia reinvents marketing as much as communications WAIT! In 1960, there is no mass color TV, no sports marketing, no E. Jerome McCarthy 1960: Internet, the oil crisis What can we propose in 2012? hasn’t happened yet.... Do we really want to do Product marketing with these 4? Pre-production sales Place Proprietary online retail Promotion Owned communities Price Adaptive pricing* *demand, loyalty, affiliation on sales
  19. 19. "What’s happening now with content is different, though.This isn’t aboutbrands being one-off content creators, but instead shifting to a publishermindset. I guess what I’m saying is that content isn’t the cause, it’s theeffect (the former, I’d say, is brands starting to see how to use digital as atruly unique marketing vehicle). " - Noah Brier, Percolate
  20. 20. @DigitalPlannerThis deck is made to help the advertising communitythink different. It will hopefully start conversations andsparkle new ideas. It is yours to steal, comment andshare!#transmedia #flipthemedia Crafted by Isabelle Quevilly. London. February 2012

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