Transmedia and Consumer Engagement June11 CIRCULATE COPY

7/31/2019 Transmedia and Consumer Engagement June11 CIRCULATE COPY

1/29

Transmedia Storytelling

&

Engagement

Dr. Behice Ece Ilhan


2/29

PreviousWorkshop

Storytelling: Good stories, bad stories, pitfalls

Brand Centric Storytelling: Using stories to

create, develop, communicate, and promotebrands.

Powerful brands are the products ofmultiple

stories that are authored by multiple sourcesacross multiple venues.


3/29

This Workshop

Which media platform(s) should we use?

Content decisions regarding each platform?

How would we systematically coordinate contentacross media platforms?

How should we lead consumers across platforms?

How will we measure our transmedia/crossmediaperformance?

Consumer Engagement?


4/29

Transmedia Storytelling

The systematic dispersal of narrative elements acrossmultiple delivery channels, for the purpose of creating a

unified, seamless, coordinated, and rewarding

entertainment experience(Jenkins 2006)

4


5/29

5


6/29


7/29

7


8/29

After one year, the number ofviewers who had visitedBMWs website to downloadThe Hire shot to over 21 million,and with three more films

added in 2002, it rocketed to100 million, sparking a HarvardBusiness Scholl case study.One million enthusiasts

ordered a DVD with all theeight films.


9/29


10/29

Obama08

Personal Emails

Campaignwebsite

SMS

YouTube

Fan Fiction Obama girl, McCain dance,

Yes we can song


11/29

Obama12

Personal Emails

Campaignwebsite

YouTube Twitter

Google Hangout

Spotify PInterest


12/29

Obamas Spotify PlaylistNo Doubt - Different People

Earth Wind & Fire Experience feat. Al

McKay Allstars - Got To Get You IntoMy Life - (Live)

Booker T. & The MG's - Green Onions- Single/LP Version

Wilco - I Got You

The Impressions - Keep On Pushing -Single Version

Performed by JenniferHudson;Dreamgirls (Motion PictureSoundtrack) - Love You I Do

AgesandAges - No Nostalgia

Ledisi - Raise Up

Sugarland - Stand Up

Darius Rucker - This

Arcade Fire - We Used to Wait

Florence + The Machine - You've GotThe Love

James Taylor - Your Smiling Face

REO Speedwagon - Roll With TheChanges

Raphael Saadiq - Keep Marchin'Noah And The Whale - Tonight's TheKind Of Night

Zac Brown Band - Keep Me In Mind

Aretha Franklin - The Weight

U2 - Even Better Than The Real Thing

Dierks Bentley - HomeSugarland - Everyday America

Darius Rucker - Learn To Live

Al Green - Let's Stay Together

Electric Light Orchestra - Mr. Blue Sky

Montgomery Gentry - My Town

Ricky Martin - The Best Thing AboutMe Is You Feat. Joss Stone

Ray LaMontagne - You Are The BestThing

Bruce Springsteen - We Take Care OfOur Own


13/29

Media Decisions

Digital Media

Owned Media

Paid Media

Earned Media


14/29

In Class Exercise

Write down the details of three types of

media


15/29

In Class Exercise

Write down the details of three types of

media

Decide about the layers:

unfolding of the media platforms: 1st wave, 2nd

wave, 3rd wave etc.

Strategy in each wave


16/29

Strategy Cheat Sheet

Objective Media Tactics

Customer Acquisition WebSite

Twitter Engage in discussions

LinkedIn groups


17/29

ENGAGEMENT!


18/29


19/29


20/29


21/29


22/29


23/29


24/29

Type of Consumers


25/29

How do we measure our cross media

performance?


26/29

Klout measures how influential you are in your community.

Klout defines influence as the ability to drive to action. (retweet, mention, share, comment etc.)

how content moves through an online network and howpeople react to it,

Getting scored, ranked and labeled as a specialist, acelebrity, a curator, or a taste maker

True Reach: How many people you influence

Amplification: How much you influence them

Network Impact: The influence of your network


27/29


28/29

How to increase your Klout score? Build a relevant network.

Have a compelling content strategy.

Systematically engage influencers who can push your content virally. Twitter and Facebook carry the most weight.

LinkedIn and Foursquare don't seem to pull much rank.

Google+ matters.

There is some correlation between number of +K's earned and high Klout scores.

What Can You Do Right Now?

Check your Klout Score. Make sure it accurately portrays your brand profile, persona, and influences.

See how Klout can fit into your business model. If it makes sense, spend more time with a strategy, if it isn't afit, don't waste time worrying about it.

Not sure? Try it out for 30 days and see what happens.

Don't obsess over it.

How to Improve Your Klout Score

Stay active 5-7 days a week (reminder: social media is more than a full time job).

Keep visibility on Facebook, Twitter, and Google+ steady and flowing on a daily basis.

Facebook seems to be the favored network.

Interact with other influencers.

Post engaging and electrifying photos with visual impact and messaging.

Find more friends and followers = larger network of opportunity.

Participate in Twitter chats to build reach.

Stay on topic with content, content you want to be associated with.


29/29

Take Away Points

Brand strategy -> Digital Media Strategy -> Socialmedia strategy

Content and media decisions are symbiotic.

Transmedia gives tools for content & brandstrategies

Engagement is NOT an end game, it is a process.

Different consumers have different expectationsfrom the content that result in different

engagement styles.

Documents

Transmedia and Consumer Engagement June11 CIRCULATE COPY