This document discusses transmedia and provides examples of how companies can use transmedia strategies to engage customers. Transmedia involves telling stories across multiple media platforms to create unique experiences for audiences. It gives examples of Salesforce using transmedia through their large Dreamforce conference and animated videos to engage customers in an immersive brand storyworld. The document advocates developing transmedia user experiences tailored to audiences and allocating budget for transmedia innovation.

1. /////Building It Together/////

2. ////Why Transmedia?////

3. /////What is Transmedia?////
Transmedia Tools
 All traditional media
 Facebook, SN – and new add on
tools – like Social Samba
 IM, Twitter, email, photo sharing –
Instagram, Chute
 Internal communications tools –
yammer, Jive, Basecamp
 Broadcast synch apps – Miso
 Location awareness and check-in
apps – Foursquare, Yelp, GetGlue
 UGC
 AR – and other new techs on the
horizon

4. Transmedia is about the
Story
The Audience and the Tools
The medium
and the message

5. ////What it’s Not ////
 Integrated Marketing: Similar foundation, expands
beyond traditional IM campaigns and creates unique
to “media” story enhancements and deployments
 Franchising: Like IM, franchises often only focus on
bring an IP across platforms and not creating unique
story focus dependent on device/UX
 Gamifcation or SM: Both of these can be essential
elements of a successful TM campaign, but do not
define it

8. /////Why Transmedia?////
Source: The New Multi Screen World – Understanding Cross Platform Consumer Behavior, Aug 2012

9. ////Sequential and Simultaneous Use////
Source: The New Multi Screen World – Understanding Cross Platform Consumer Behavior, Aug 2012

10. ////Immedia Lab and Transmedia SF////
Engage and Delight Your Customers
on all of their Devices – Wherever, Whenever, However
- Inspires awareness
and affinity
- Improves brand value
and understanding
- Deepens relationships
- Encourages and
promotes NPV
- Drives CONFIDENCE

11. ////5 P’s of Marketing////
Product
Place People Price
Promotion

12. ////Today’s Smart, Well Informed Markets////
B2B B2C P2P
Relationship driven Product driven • Product, Brand,
Maximize the value of Maximize the value of Relationship
the relationship the transaction • Market segmentation and
Small, focused target narrow casting
Large target market
market
Multi-step buying Single step buying • Many people research
process, longer sales process, shorter sales everything
cycle cycle
• Brand value is a
Brand identity created Brand identity created relationship
on personal through repetition and
relationship imagery • Full spectrum
communications
Educational and Merchandising and
awareness building point of purchase • Rational, Emotional - pain
activities activities and pleasure
Rational buying Emotional buying
decision based on decision based on
business - and status, desire, or price Know, friend and like
personal - value
your customers

13. ////Lessons for and from Business to Business////
CMM
• Several Customers/Clients to Consider
• Key Decision Makers
• Key Influencers/Gatekeepers
• “No” People/ “Yes” People
Focus messaging on
KDM – but consider
all parties…

14. ////KDM and Gatekeepers////
B2B – IT Sales (SGI) B2C – Breakfast Cereal
• KDM – VP of Production, • KDM – Mom
CTO, CEO
• Key Influencer – Kid
• Key Influencer – Director,
• Gatekeeper – Mom or
Line Artist, Developer
Dad
• Gatekeeper – CFO ($),
Head of IT (work)

15. /////CASE STUDIES////

16. ////Match Factor B2C (with B2B subset) Case Study////
• B2C Social Networking Game
• Connecting and parsing = key
value props
• Playful approach to
connecting, expressing tastes
and defining interests
• Objective: Develop and create
effective channel for MVP to
test business and outline
effective TM strategy

17. Consumer Target Audience
Gen I and AO Connected: Connecting via technology is a key part of their lives
Who are they?
• 60% are female
• Between the age of 14 -28
• Mostly single, in a young and carefree life stage
• Belongers – who seeks to connect with others
• They aspire to build their connections and be well regarded
• They are influenced by friends, society and mores
What do they look for in games/brands?
• Connecting with others is primary
• Sharing and revealing themselves is key to their reward
Business Indicators:
• Entertainment, fun and creating
• Highly connected – 500 friends
• Very high involvement across all multimedia experiences
• Willing to share personal info – 500 photos
• Will spend time and money to connect with others and be well regarded
• Distrust marketing, but believe WOM
• Influence others and are influenced by others
Motivators: CONNECTIONS INFLUENCE FRIENDS FUN RECOGNITION
Source data: Primary market research, 2012

18. Match Factor Identity Customer
•College student, studying to be a nurse, works in the
school nursing office
•Currently single, but would LOVE to be in a
relationship
•Is involved in and wants to be a part of many
different groups
–In a sorority, plays in band, goes to church and has lots of
friends
•Many of her FB profile pics are with friends
•Open about her life, tastes, religion, preferences,
etc
•Likes cloths and fashion - is into the latest styles
but wants to also look unique
•Has very eclectic taste in music, media and books
•Is eager for recognition and attention Jillian Thomas –
•Checks in on FB everyday, texts several times a friends call her Jilly
day, Skypes with far away family and friends

19. Building a Life for Your Identity Customer
Jilly

20. Match Factor Results, Brand Story and TM Plans
Brand Story: Play Match Factor -
Inspire play by showing others
at play.
Messages:
• See How You Match Up
• Meet Your Matches
• Match Your World
TM Strategy
1. Launch on Facebook
2. Tie IM component into play
and rewards – not Twitter
3. Create Mobile variation that
connects to local “matches”
4. Develop UGC tools to improve
K factor and reach
5. Other vehicles – Pinterest,
Instagram, Fancy, Fab

21. ////Salesforce Storyworld////
 Multiple channels and touchpoints of interactions
with their customers and within the company.
 Each channel tells a unique story – each product
answers a specific pain in the customer and is also
marketed in a specific way.
 The brand narrative envelopes all the separate
offerings into the brand storyworld.

22. ////Salesforce Storyworld////
 Big brand storyworld – connect everything on the
cloud
 Brand mascot – whimsical use of their brand story –
no software
 Creates a fun object interaction within a company
that is all cloud – no physicality.
 Its name is SAASY...
(a nod to the “software as a service...)

23. ////Salesforce Storyworld////
 Massive immersive brand
experience...or

24. ////Salesforce Storyworld////
• 90,000 registrants at Dreamforce '12
• 800+ sessions at Dreamforce '12
• 350+ partners at Dreamforce '12

25. ////Salesforce Storyworld////
 A space for customers, fans
and the general public to
interact with their brand
identity.
 Posters were spread all over
downtown.
 Free perks for the whole city in the form of free admission to
luminaries keynotes.
 Creating a “cool factor” to their brand narrative
 Letting both customers and the average Jane to engage in
this experience be art of a bigger story.

26. ////Salesforce Storyworld////
 All internal and external demo videos
and other interactive marketing tell
engaging stories.
 Use of animation and story centric tools
in promoting new tools and software –
both for customers and their own
workforce

27. ////Salesforce Storyworld////
 Use of story to help sell, explain, promote
and keep engaging on the multiple channels,
platforms, touch points of all their audiences
– where ever they may be.
 Tell the right story on the right platform
 And all the rabbit holes lead to the
bigger brand narrative

28. ////Transmedia for Brands and Corporations////
Engage and Delight Your Customers – Wherever, Whenever,
However
• Engage, Inspire and Create Confidence
• Understand your customer first – where, when and
how they want to engage
• Develop unique born transmedia user experiences.
Focus on the right screen and right message for the
right audience.
• Set “innovation” budget – ala ad agencies, Disney…