transmedia sf - presentation for the iabc jan 16 2013
Post on 19-Aug-2015
2.775 Views
Preview:
TRANSCRIPT
/////Building It Together/////
////Why Transmedia?////
/////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
Transmedia is about the
Story
The Audience and the Tools
The medium
and the message
////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
/////Why Transmedia?////
Source: The New Multi Screen World – Understanding Cross Platform Consumer Behavior, Aug 2012
////Sequential and Simultaneous Use////
Source: The New Multi Screen World – Understanding Cross Platform Consumer Behavior, Aug 2012
////Immedia Lab and Transmedia SF////
- Inspires awareness
and affinity
- Improves brand value
and understanding
- Deepens relationships
- Encourages and
promotes NPV
- Drives CONFIDENCE
Engage and Delight Your Customers
on all of their Devices – Wherever, Whenever, However
////5 P’s of Marketing////
People
Product
Price
Promotion
Place
Product driven
Maximize the value of
the transaction
Large target market
Single step buying
process, shorter sales
cycle
Brand identity created
through repetition and
imagery
Merchandising and
point of purchase
activities
Emotional buying
decision based on
status, desire, or price
B2C
Relationship driven
Maximize the value of
the relationship
Small, focused target
market
Multi-step buying
process, longer sales
cycle
Brand identity created
on personal
relationship
Educational and
awareness building
activities
Rational buying
decision based on
business - and
personal - value
////Today’s Smart, Well Informed Markets////
B2B
• Product, Brand,
Relationship
• Market segmentation and
narrow casting
• Many people research
everything
• Brand value is a
relationship
• Full spectrum
communications
• Rational, Emotional - pain
and pleasure
P2P
Know, friend and like
your customers
////Lessons for and from Business to Business////
• Several Customers/Clients to Consider
• Key Decision Makers
• Key Influencers/Gatekeepers
• “No” People/ “Yes” People
CMM
Focus messaging on KDM – but consider
all parties…
////KDM and Gatekeepers////
B2B – IT Sales (SGI)
• KDM – VP of Production,
CTO, CEO
• Key Influencer – Director,
Line Artist, Developer
• Gatekeeper – CFO ($),
Head of IT (work)
B2C – Breakfast Cereal
• KDM – Mom
• Key Influencer – Kid
• Gatekeeper – Mom or
Dad
/////CASE STUDIES////
////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
Consumer Target Audience
Motivators: CONNECTIONS INFLUENCE FRIENDS FUN RECOGNITION
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
• Entertainment, fun and creating
• Very high involvement across all multimedia experiences
• Will spend time and money to connect with others and be well regarded
Business Indicators:
• Highly connected – 500 friends
• Willing to share personal info – 500 photos
• Distrust marketing, but believe WOM
• Influence others and are influenced by others
Gen I and AO Connected: Connecting via technology is a key part of their lives
Source data: Primary market research, 2012
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
•Checks in on FB everyday, texts several times a
day, Skypes with far away family and friends
Jillian Thomas –
friends call her Jilly
Building a Life for Your Identity Customer
Jilly
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
////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.
////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...)
////Salesforce Storyworld////
Massive immersive brand
experience...or
////Salesforce Storyworld////
• 90,000 registrants at Dreamforce '12
• 800+ sessions at Dreamforce '12
• 350+ partners at Dreamforce '12
////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.
////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
////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
////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…
top related