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MMTO Lab by Anita Ondine
This document discusses strategies for engaging audiences and incentivizing participation in transmedia storytelling projects. It addresses measuring engagement through metrics like reach, frequency, duration and virality. Game mechanics can be used to incentivize participation through definable and undefinable rewards. Distribution should be designed as part of the experience across diverse platforms and geographic areas. Courting communities involves identifying relevant groups and providing value to encourage participation.
MMTO Lab by Anita Ondine
- 1. Story Architecture + StoryworldBible Lab Anita Ondine Toronto, Canada January 19, 2012
- 2. Creative output Whatto include
- 3. Creative output BattlestarGalactica
- 4. Creative output HiM/ Pandemic
- 5. Development Questions • Whatare you creating? ‣ core concept / theme / premise ‣ ideal way to communicate ‣ look & feel ‣ target audience ‣ motivation and rewards
- 6. television games film telephone web merchandise ARGs social media live events mobile apps The Operative Idea
- 7. A few tips •What is the story you want to tell? • Who is the audience for your story? • Explore multiple POVs • Invite participation and let go of control • Remember, it’s all about story
- 8. Using Game Mechanicsto Incentivize Participation Lab Anita Ondine Toronto, Canada January 19, 2012
- 9. Agenda • Engagement • AudienceReach • The Fun Quotient • The Engagement Funnel • Definable & Undefinable Value • Player Types
- 10. Story Game Mechanics Core Concept Media Architecture Experience The Sandbox Approach Game Mechanics
- 11. Player Cause Audience Story Human CONNECTION Experience Customer Thing Being Participant Viewer Product Service Engagement Definition
- 12. Recency Reach Consistency Unique Viewers Frequency METRICS Duration Page Views Hits Virality Ratings ‘simple’ ‘sophisticated’ Engagement How do we measure it?
- 15. End of Season4 Start of Season 5 Network website SHOW SHOW .
- 16. The Fun Quotient ✓Winning ✓ Laughing ✓ Feeling Lucky/Unlucky ✓ Solving a Mystery ✓ Shooting people ✓ Feeling stress ✓ Banal
- 17. Evangelists Engaged Casual Business Strategy Participation pyramid
- 18. Casual Incremental Engaged choices in your favor Evangelists Business Strategy The Engagement Funnel
- 19. BOGO Buy10- get-1-free Definable Value Win a prize Virtual Random currencies Rewards Undefinable Value Unknown Unknown prize Frequency Business Development Loyalty
- 20. Geolocational Social Connections Awareness Incentives Celebrity Access Social Status Red Herrings Solve a Mystery Rewards Win a prize Power Leader boards Business Development Game Mechanics
- 21. WHO ARE YOU? Achiever Killer Human Being Socializer Explorer Business Development Player Types
- 22. WHO ARE YOU? Achiever 40% Killer 20% Human Being Socializer 80% Explorer 50% Richard Bartle Business Development Player Types
- 23. Designing an Awesome Experience Lab AnitaOndine Toronto, Canada January 20, 2012
- 24. What we’ll cover -Design considerations - Readily available technologies: • Geo-location • Projection • QR Codes • Augmented Reality • Short Range Communications • Data Visualization
- 25. User Experience Design “Thereally great experiences are deeply rooted with insights into motivations, desires, emotions, cultural & social patterns, beliefs and other deeper considerations.” Stephen Anderson
- 26. User Experience Design Principlesof good user experience design: - It’s all about the USER - Keep it SIMPLE - Provide CONSISTENCY - Know your AUDIENCE - Provide a VISUAL HIERARCHY - Be HONEST - Incorporated USER feedback - Meets the requirements in the BRIEF... - WOW
- 27. Evangelists Engaged Casual Experience Design Participation pyramid
- 28. With thanks toVibeke Hansen Experience Design Know Your Audience
- 29. With thanks toVibeke Hansen Experience Design Device & Context
- 30. Geo-location Use location-aware devicesas part of game play and story delivery using these popular platforms: •www.foursquare.com • www.SCVNGR.com • www.Gowalla.com • www.gpsmission.com • Simplegeo (backend) photo by: anita ondine
- 31. Projection • Mobile projectors(tell stories anywhere and everywhere): > http://www.projectorcentral.com/ • Interactive projectors (facilitates participation, Ikea example shown): > http://www.displax.com/en/products/ moovit.html • Light grafitti (Rotterdam example): > http://bit.ly/bS7WWM • Microsoft Surface (interactive surface): > http://www.microsoft.com/surface/ Inter Ikea interactive display
- 32. http://www.youtube.com/watch?v=EFWcAkxzkv4 Telling stories withlight Rotterdam example
- 33. Professional Large Back page DIY Small Front page Unlock hidden stories Using QR codes
- 34. Augmented Reality Add informationand story to your view of real life locations: • www.layar.com (based in Amsterdam) • www.worksnug.com • www.junaio.com •
- 35. Short Range Comms •RFID tags: Radio frequency identification, easily embedded in or stuck to phyical objects like books, bottles of water, etc. • Bluetooth: Technology standard for exchanging data over short distances (using short wavelength radio transmissions) from fixed and mobile devices, creating personal area networks (PANs). • Wifi: Wireless local-area-network technology, usually approved by the Wi-Fi Alliance and mostly conforming to the IEEE 802.11 radio standard.
- 36. Data visualization • ExampleGallery: http:// vis.stanford.edu/protovis/ex/ • Data Viz - Social Media mashup: http://www.wefeelfine.org/ • Geolocational animated example: http://projects.flowingdata.com/ walmart/ • Professional Tools (PC only): http:// www.tableausoftware.com/data- visualization-tools • List of Free Tools: http://bit.ly/ g5IWZH
- 37. Connecting with Communities Lab Anita Ondine Toronto,Canada January 20, 2012
- 38. What we’ll cover -Distribution: • What it is • What it’s not - Courting communities - Go where the traffic is: • Twitter • Facebook
- 39. Distribution: What it’s not •Notcontained by traditional gatekeepers •Not “one to many” •No “transmedia distributors” •Not fixed
- 40. Distribution: What itis • Distribution is part of the design of the experience • Discovery vs distribution • Continuous loop or dialogue with the audience • Multiple platforms • Culturally adaptable • Flexible • Connecting with Communities
- 41. Courting Communities Tips for “courting”communities - Identify communities of interest for your project - Commence a conversation - Provide ways to participate - Incentivize participation - Offer something of value - Reward participation
- 42. Distribution diverse platforms console games television telephone web ARGs film mobile apps
- 43. Distribution geographic reach uk belgium sweden poland canada germany spain lithuania
- 44. Twitter • Twitter asa storytelling tool (like Tim Burton’s Cadavre Exquis) • Twitter profiles for characters to deliver story and engage in conversations with the audience • Twitter used as a messaging platform within mobile apps and other game environments
- 45. Facebook • Characters haveFacebook profiles and tell stories through them • Facebook profiles used to engage with the audience • “Accepting” a Friend Request could be a reward for achieving certain tasks • Hints / clues embedded in FB pages • FB as a platform for social games • Benefit from the fact that so many people are on FB, so regularly
- 46. Releasing Schedule •Synchronized story delivery •Live event simulcast •Ability to play back •Exclusive content •Content as reward
- 47. Example Head Trauma
- 48. Example Consulting Client
- 49. PERVASIVE PERIODIC PLATFORMS MESSAGING Teasers / Promos Clues and Symbols WEEK 1 Text / Call / Email 21-27 MARCH Teasers / Promos P h y s i c a l S o c i a l M o b i l e Clues and Symbols WEEK 2 Text / Call / Email 28 MAR-3 APR W e b s i t e s Teasers / Promos A p p s M e d i a Clues and Symbols PROMOTION PHASE WEEK 3 4-10 APRIL Text / Call / Email P l a c e m e n t s Consulting Client
- 50. Example Consulting Client
- 51. Pitching your Transmedia Project Lab AnitaOndine Toronto, Canada January 20, 2012
- 52. What We’ll Cover •Releasing Strategy • Releasing Schedule • Pitching Tips
- 53. Releasing Schedule •Synchronized story delivery •Live event simulcast •Ability to play back •Exclusive content •Content as reward
- 54. Example Head Trauma
- 55. Example Consulting Client
- 56. PERVASIVE PERIODIC PLATFORMS MESSAGING Teasers / Promos Clues and Symbols WEEK 1 Text / Call / Email 21-27 MARCH Teasers / Promos P h y s i c a l S o c i a l M o b i l e Clues and Symbols WEEK 2 Text / Call / Email 28 MAR-3 APR W e b s i t e s Teasers / Promos A p p s M e d i a Clues and Symbols PROMOTION PHASE WEEK 3 4-10 APRIL Text / Call / Email P l a c e m e n t s Example Consulting Client
- 57. Example Consulting Client
- 58. Pitching Tips • Knowyour audience • If the pitchees provide guidelines, follow them • Make the tone of your presentation match the tone of your project • Make the look and feel of the presentation materials match the look and feel of your project • Practice! • Ask for feedback
- 59. “You must buildthe life you want to live in.” Rozh Mutabchi
- 60. A new dawn ...is coming
- 61. Let’s keep talking Twitter:anitaondine Facebook: Anita Ondine Linkedin: Anita Ondine Smith E: anita@anitaondine.com