Some wonder why they should give away free content or experiences if it's only enjoyed by those who will buy the paid content anyway.
This presentation describes an approach to cost-justifying free content and experiences and explains why it's a good investment in customer relationships.
More in this doc: http://www.transmediastoryteller.com/community/content/5/58/audiences-engagement-and-content-strategy-for-transmedia-storyt
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Learn the 9 beats of every great story and how you can use them to sell yourself, your company, a product, service or cause.
Be sure to click on the "Speaker Notes" button below the slides to see the entire script.
Added bonus: A quick training on how storytellers can use social media to share their tales with the world.
Presentation to WorldComp12: Engagement is the new standard of usability. Identity project as task-based versus experientially-based, then design for Flow and Narrative Transportation using research-based techniques. Introduces the Positive Engagement Evaluation Model.
Simple one-sheet to help transmedia storytellers present their projects. The aim is to get some consistency of presentation so that those listening can "get it" more quickly.
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The psychology and neuroscience of story drive elements of narrative engagement and provide helpful keys to the design of structural and narrative elements to keep the user in the ‘transportation zone.’
Transmedia storytelling is the intentional integration of technology platforms and audience collaboration into a coordinated story. It creates an immersive participatory story experience which expands reach, increases persuasion and buy-in and builds an adaptable structure for a more sustainable campaign.
Pada tugas DDP MIPA T.A 2014/2015 dapat memilih KD yang ada pada kurikulum K-13 sebagai berikut. Cantumkan nomor KD yang telah dipilih, pada kolom KD yang ada pada tabel identifikasi.
Test Analyst 3 + Yrs Manual Automation Themeamitcitm
A Software Testing Professional
Qualified, Experienced, Responsible, Dependable
Software Test Engineer Seeking assignments for Testing Software, MANUAL/AUTOMATION, SECURITY Testing Comprehensive Knowledge of the SDLC (Software Development life cycle) and STLC (Software Testing Life Cycle), Spiral and V-MODEL activities within a leading organization.
"The Power of Story" – How to Create Stories That Sell and Share Them Thru So...Park Howell
Learn the 9 beats of every great story and how you can use them to sell yourself, your company, a product, service or cause.
Be sure to click on the "Speaker Notes" button below the slides to see the entire script.
Added bonus: A quick training on how storytellers can use social media to share their tales with the world.
Presentation to WorldComp12: Engagement is the new standard of usability. Identity project as task-based versus experientially-based, then design for Flow and Narrative Transportation using research-based techniques. Introduces the Positive Engagement Evaluation Model.
Simple one-sheet to help transmedia storytellers present their projects. The aim is to get some consistency of presentation so that those listening can "get it" more quickly.
The Transmedia Trip: The Psychology of Multi-Platform EngagementPamela Rutledge
The psychology and neuroscience of story drive elements of narrative engagement and provide helpful keys to the design of structural and narrative elements to keep the user in the ‘transportation zone.’
Transmedia storytelling is the intentional integration of technology platforms and audience collaboration into a coordinated story. It creates an immersive participatory story experience which expands reach, increases persuasion and buy-in and builds an adaptable structure for a more sustainable campaign.
Pada tugas DDP MIPA T.A 2014/2015 dapat memilih KD yang ada pada kurikulum K-13 sebagai berikut. Cantumkan nomor KD yang telah dipilih, pada kolom KD yang ada pada tabel identifikasi.
Test Analyst 3 + Yrs Manual Automation Themeamitcitm
A Software Testing Professional
Qualified, Experienced, Responsible, Dependable
Software Test Engineer Seeking assignments for Testing Software, MANUAL/AUTOMATION, SECURITY Testing Comprehensive Knowledge of the SDLC (Software Development life cycle) and STLC (Software Testing Life Cycle), Spiral and V-MODEL activities within a leading organization.
Keynote presentation to the Transmedia Living Lab, Madrid sponsored by Telefonica.
The presentation introduces a methodology for participatory storytelling and illustrates with examples from my work a
The future of remote teams: how to fine-tune virtual collaboration?Wrike
The expansion of remote collaboration is one of the prominent trends that are shaping the future of project management. How soon will workers be ready to shift to a 100% virtual office? What are the main bottlenecks of collaboration across distances and time zones? In this presentation, Andrew Filev, CEO at Wrike, answers these questions based on the results of a survey with 1,000 respondents and provides efficiency tips for managers of virtual teams.
Andrew Filev originally delivered this presentation at PMI Global Congress North America 2012.
Sustainability - Is It Really Influencing Investment Decisionsscottbrooker
Cushman & Wakefield has published a new report exploring the role of sustainability in real estate investment decisions in the UK and continental Europe and how it impacts on business strategies.
If you want to understand the true value of your content, develop a definitive strategy to maximize its value and understand the processes required to deliver back a significant return, you have found the right resource.
ntroduction to Marketing - Session 3 at ITM, Mumbai. Includes:
Promotion and Advertising
• Promotional activities
o Trade shows, sponsorship, trade-fairs, contests, coupon programme, community projects
• Advertising
o TV, radio, trade magazines, direct mailing, billboards, packaging, internet
• Public Relations
o Relationships with media, customer’s community, public speaking, research
• Personal Selling
o B2B and B2C
• Marketing Accessories
Brochures, newsletters, fliers, give-aways
Pricing and Distribution
Price is unique among the 4 Ps in that it directly affects the company’s revenues and profits.
Pricing is both a science and an art
Pricing seems to be the one “P” that has been dramatically affected by the use of the Internet
Pricing and Distribution
• Cost based pricing
• Value based pricing
• Premium pricing
• Discount / promotional pricing
• Price Skimming
• Psychological pricing
• Geographic pricing
• Product line pricing
Getting Started in Transmedia Storytelling - 2nd EditionRobert Pratten
This is the second edition of Robert Pratten's massively popular Getting Started in Transmedia Storytelling. It's a practical guide to developing cross-platform and pervasive entertainment written by a thought-leader and early practitioner. Whether you're a seasoned pro or a complete newbie, this book is filled with tips and insights gained from years of work in multi-platform interactive storytelling.
Buy a hardcopy
https://www.createspace.com/5655357
From Amazon
http://www.amazon.com/Getting-Started-Transmedia-Storytelling-Practical/dp/1515339165/
On Kindle
http://www.amazon.com/Getting-Started-Transmedia-Storytelling-2nd-ebook/dp/B0145T6I6Q/
The purpose of the book is to stimulate ideas and inspiration. It’s a small catalog of participatory transmedia storytelling experiences intended to remind, suggest, provoke and inspire creators.
Please help us by sending ideas and examples so that we might update it!
Adventure Games in Public Spaces and ConducttrRobert Pratten
Presentation to the Adventure Design Group in San Francisco. The audience was practitioners who make pervasive games.
Links
Conducttr Conference
http://www.conducttrconference.com/
Conducttr
http://www.conducttr.com
Adventure Design Group
http://www.meetup.com/Adventure-Design-Group/
Conducttr experience for Game of Thrones
http://www.tstoryteller.com/canal-launches-season-4-of-game-of-thrones-with-an-ambitious-transmedia-campaign
Remarkable by Design: Story-led InnovationRobert Pratten
Presentation to the World Innovation Conference in Cannes, France.
We argue that advocacy needs to be baked into the design of products and services from the beginning - identifying the moments that create evangelism.
A presentation on the role of mobile in transmedia storytelling. Give at the Groucho Club in London at an even organized by Four Colman Getty.
The style was Pecha Kucha - 20 slides x 20 secs each!
http://en.wikipedia.org/wiki/Pecha_Kucha
http://offthepage.net/
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Design methodology for creating participatory transmedia stories. For $1.25 you can buy an interactive PDF of the worksheets shown in this presentation. This allows you to complete the fields for your own projects and print. Here's the link:
http://an.cr/sa/jH0In
How transmedia storytelling might be applied to developing a music artist.
Audio for this presentation is on the Transmedia Podcast http://transmedia.podomatic.com/
Audience Engagement: Designing for Intrinsic Motivations Robert Pratten
This presentation looks at why transmedia storytelling is important for audience engagement and how transmedia storytellers can design for engagement by understanding human needs and intrinsic motivations
Presentation given to the Bay Area Video Coalition (BAVC) Producer's Institute, San Francisco http://bavc.org/
A recording of the presentation is available here: http://transmedia.podomatic.com/
The title of presentation was "How to Approach Transmedia Narratives" so it's generally applicable to fiction entertainment too but has a specific slant towards social cause because of people attending the Producer's Institute
Presentation given to Toronto 101 to introduce Conducttr and explain how to build a participatory story around traditional linear media.
If you're excited by this kind of storytelling, please join our Community at http://members.tstoryteller.com
Presentation to the San Francisco transmedia meetup group - Transmedia SF. Thanks to everyone who came out and for the passionate discussion afterwards. It was a huge pleasure!
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Using Conducttr, local production company Airhart Media created a location-based experience that told Roswell's secret history of how aliens influenced the work of Goddard, Oppenheimer and others.
32 businesses and points-of-interest around the town held story segments that were unlocked by tweeting or texting the code found at the location. Each story segment was piece of a bigger puzzle that revealed the GPS coordinates of an alien landing.
In addition to the "grid game" there were several other text-based casual games for those less inclined to travel around the town.
The experience started with a crop circle and finished with an alien landing in Roswell's Spring River Park & Zoo
http://tstoryteller.com
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Putting the SPARK into Virtual Training.pptxCynthia Clay
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3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
The key differences between the MDR and IVDR in the EUAllensmith572606
In the European Union (EU), two significant regulations have been introduced to enhance the safety and effectiveness of medical devices – the In Vitro Diagnostic Regulation (IVDR) and the Medical Device Regulation (MDR).
https://mavenprofserv.com/comparison-and-highlighting-of-the-key-differences-between-the-mdr-and-ivdr-in-the-eu/
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Kseniya Leshchenko: Shared development support service model as the way to ma...
Measuring RoI for Transmedia
1. Measuring RoI for Transmedia Storytelling
Presentation to
Spoilrr Meet-up Group
San Francisco, California
Robert Pratten
Founder, TransmediaStoryteller.com
26th October 2010
3. This presentation
• Intro to transmedia: basic concepts
– what is transmedia storytelling?
– types of transmedia storytelling
– why is "transmedia“ so popular?
• Measuring RoI in Transmedia
– Cost-justifying “free” content
– The $ value of advocacy
5. Transmedia storytelling
…is telling a story across multiple media and,
if possible, with audience participation,
interaction or collaboration…
...with each product or experience satisfying
in its own right
…and consumption of each additional media
heightening the audience’ understanding,
enjoyment and affection for the
storyworld.
9. Harry Bosch (Author: Michael Connelly)
Harry Bosch
Eleanor Wish
Mickey Haller
“The Mythos” – e.g. the Storyworld
Book B
Book A
Crime (Homicide) Book C
LA Times
Fictional World Past & Present
LAPD
The FBI
Los Angeles
Rodney King Real World Past & Present
http://en.wikipedia.org/wiki/Michael_Connelly
17. Measuring RoI for Transmedia Storytelling
“how do we cost-justify the content and
experiences we give away for free?”
18. Assumptions
• Other products or services sold to generate revenue
• The free content and experiences are sharable
• Not an isolated give-away but an on-going relationship
with audience/consumers
• There is a content strategy: you know who each piece
of content is intended for and how it will be used
19. Multi-platform strategy
Official
Good
site App Store
Revenue
YouTube
piracy
Poor
Poor Good
Spread, Attention and Credibility
22. Cost-justifying the investment
• Awareness
– Comparison with other methods (e.g. paid ads)
• Advocacy
– Net Promoter (word-of-mouth economic framework)
– Customer Value Matrix
• Sales
– New revenue from new customers
– New revenue for existing customers
• Insights
– reduced cost of product development
– reduced cost of scrapped
24. Awareness
• Awareness is measured by recall
• Recall is significantly higher for rich media
than for TV or banner ads
• In measuring cost-effectiveness, the question
is “how much do I need to spend for the same
level of recall?” (e.g. not for number of views)
• Free content lives on long after paid
advertising has been spent and replaced
27. Net Promoter Word-of-Mouth Economic
Framework
Net Promoter is another approach to measuring the ROI in empowering advocates. The methodology places
customers along a spectrum from Detractor (negative word-of-mouth) through to Promoter (positive referrals).
29. Customer Value Matrix (Harvard Business
Review)
In the Harvard Business Review (HBR) article How Valuable is Word of Mouth?, researchers
found that a company’s most valuable customers were those whose word of mouth brought in
the most profitable new customers regardless of how much they bought themselves.
Well-designed transmedia will have the impact of increasing referrals (and hence customer
value) in all segments, effectively converting the least valuable Misers into Advocates and
Affluents into Champions.
Customer’s Lifetime Value
Affluents Champions
high
Buy a lot but don’t
market well
Misers Advocates
low Don’t buy a lot but are
strong marketers
low high
Customer’s Referral Value
31. The Consumer Funnel
*
consumer sees rich media
attitude
brand emotional
brand awareness image
towards
response
rich media
brand consideration
love the
brand preference media
consumer funnel
buying
intention
purchase share/remix
customer loyalty
customer advocacy content
creation
*Borrowed from Elaboration Likelihood Model, Richard E Petty and John T Cacioppo
32. Cost-justification
consumer sees rich media
A. Comparison with
other media in terms brand attitude
emotional
brand awareness towards
of basic awareness image
media
response
generation. brand consideration
love the
brand media
preference
buying
intention
B. Calculating the word-of- purchase
share/remix
mouth referral and
customer lifetime value customer loyalty
(CLV) benefits.
customer advocacy content
creation
33. Free content & experiences are social media
(e.g. meant to be shared)
• Uncreative or clumsy attempts to motivate
audience to “buy now” destroy the social capital
inherent in forwarding content to a friend and
hence significantly damage its chances of
spreading
• Capturing sales will be best accomplished by
combining marketing methods.
• Calls-to-action in free content should offer
prospect of further engagement - directing
audience to homepage where new calls-to-action
motivated the buy.
34. Does free content generate sales?
Microsoft’s whitepaper, The Long Road to Conversion, criticizes what it calls “the last
advert model” in evaluating marketing ROI in which calculations over-attribute
sales success to the last click before conversion. After studying 17 million sales
conversions between May and September 2008 they found that:
• impression-based & rich media advertising influenced
purchasing decisions as many as 30 days out from the actual
sale
• click-through rates were 22% higher for search advertising
campaigns assisted by impression-based ads.
That is, although impression ads and rich media are generating sales, few
marketers record their full contribution to success because the “click” is attributed
to the final search ad and because measurement of ad spending rarely looks far
enough back in the history of the consumer’s contact with the brand.
36. Justifying free content for existing fans
• Increase in advocacy generates:
– increased margin per fan (e.g. up-sell to “collectors
edition”)
– market for new products (role-play, belonging, gifting)
– new sales to new audience
• Increase in life-time value of IP
– deeper mythos = more sustainable (from cult to pop),
more opportunities… greater longevity
– increased customer life-time value
37. Summary
• Transmedia storytelling is increasing audience
engagement (and hence revenue) by telling
stories across multiple platforms and allowing
audience participation.
• Return on investment can be measured by an
increase in:
– Awareness
– Advocacy
– Sales
– Insights
38. Transmedia Storyteller
Robert Pratten
twitter.com/zenfilms
www.transmediastoryteller.com