Transmedia and Consumer Engagement June11 CIRCULATE COPY-1

7/31/2019 Transmedia and Consumer Engagement June11 CIRCULATE COPY-1

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Transmedia Storytelling&

Engagement

Dr. Behice Ece Ilhan


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PreviousWorkshop

Storytelling: Good stories, bad stories,pitfalls

Brand Centric Storytelling: Usingstories to create, develop,communicate, and promote brands.

Powerful brands are the products ofmultiple stories that are authoredby multiple sources acrossmultiple venues.


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This Workshop

Which media platform(s) should weuse?

Content decisions regarding eachplatform?

How would we systematicallycoordinate content across mediaplatforms?

How should we lead consumersacross platforms?


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Transmedia Storytelling

The systematic dispersal of narrative elements

across multiple delivery channels, for thepurpose of creating a unified, seamless,coordinated, and rewarding entertainmentexperience

(Jenkins 2006)

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After one year, thenumber of viewers whohad visited BMWswebsite to download TheHire shot to over 21million, and with threemore films added in 2002,it rocketed to 100 million,sparking a Harvard

Business Scholl casestudy. One millionenthusiasts ordered aDVD with all the eight

films.


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Obama08

PersonalEmails

Campaignwebsite

SMS

YouTube Fan Fiction

Obama girl, McCaindance, Yes we cansong


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Obama12

PersonalEmails

Campaignwebsite

YouTube

Twitter Google

Hangout

Spotify


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Obamas Spotify PlaylistNo Doubt - Different People

Earth Wind & Fire Experiencefeat. Al McKay Allstars - GotTo Get You Into My Life - (Live)

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

Wilco - I Got You

The Impressions - Keep OnPushing - Single Version

Performed by JenniferHudson;Dreamgirls (MotionPicture Soundtrack) - LoveYou I Do

AgesandAges - No Nostalgia

Ledisi - Raise Up

Sugarland - Stand Up

Darius Rucker - This

Arcade Fire - We Used to Wait-

REOSpeedwagon - Roll

With TheChanges

RaphaelSaadiq -

Keep '


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Media Decisions

Digital Media

Owned Media

Paid Media Earned Media


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In Class Exercise

Write down the details of three typesof media


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In Class Exercise

Write down the details of three typesof media

Decide about the layers:

unfolding of the media platforms: 1stwave, 2nd wave, 3rd wave etc.

Strategy in each wave


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Strategy Cheat Sheet

Objective Media Tactics

Customer Acquisition WebSite

Twitter Engage in discussions

LinkedIn groups


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Type of Consumers

The Field Behind The Screen: Using Netnography For

Marketing Research In Online Communities; Kozinets,Robert V. (Journal of Marketing Research, 2002-02)


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How do we measure ourcross media performance?


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Klout measures how influential youare in your community.

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

how content moves through an onlinenetwork and how people react to it,

Getting scored, ranked and labeled asa specialist, a celebrity, a curator, or

a taste maker


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Take Away Points

Brand strategy -> Digital MediaStrategy -> Social media strategy

Content and media decisions are

symbiotic. Transmedia gives tools for content &

brand strategies

Engagement is NOT an end game, it isa process.

Different consumers have different

expectations from the content that

Documents

Transmedia and Consumer Engagement June11 CIRCULATE COPY-1