This presentation provides a framework for the implementation of transmedia brand communications. It rapidly drives us to the conclusion that transmedia not only offers a huge potential to build a sustainable paid-owned-earned communication mix but actually to also transform your marketing operations at large.

1. An implementation framework
Transmedia: make it happen
CREDITS: NONCYBISCUIT ON FLICKR By Isabelle Quevilly, March 2012

2. From last week #transmedia panel at SXSW, some
misconceptions were clearly flagged by the attendance
"Web series + social + gamification does
not equal transmedia" - @Betsenstein
"Transmedia storytelling is not
social TV campaigns" - @siyafrica

3. CREDITS: DENNOIR ON FLICKR
Planning the flow of your
narrative
The scale and complexity of multi-platform content presents a new
narrative twist on the traditional competency of media content
(advertising). The story must build overtime and involve
participation from the audience to advance into the story.
We can look at what makes a video viral* as guidelines to build the
flow of your narrative:
1- Taste makers
2- Community participation
3- Unexpected
*Kevin Alloca: http://www.youtube.com/watch?v=BpxVIwCbBK0V

4. From sharing isolated pieces of content to stories
embedded in a context, linked to people and time....

5. Actually, forget content,
it’s about ideas!
With the overload of content we are facing, the line is blurred
from traditional content publishers, to branded content, to
personal content and so on.
Problem is how can your brand earn time in consumers’ lives?
What makes it worth it for me to dedicate my time to you?
So the question is not about producing or curating videos, it is not
about publishing on Facebook versus Twitter, there is a bigger issue
for you to solve first:
What’s your IDEA? What are you DOING that is
worth a conversation?
CREDITS: Mk.1 the ARTterrorist 2.0 ON FLICKR

6. "Networks are defined by relationships, and relationships are
sustained by transactions. Those transactions may be simple
communication - an exchange of knowledge or even
affection - or they may be an exchange of money, goods,
services, and other currency.
We break these down into three categories of transactions:
social, knowledge, and business. These rarely, if ever,
exist in isolation." - Fast Company
http://www.fastcompany.com/resources/networking/teten-allen/050205.html
CREDITS: QLEOCA on FlickR

7. A NETWORK TO:
CONNECT INTERACT REWARD
WITH LIKE-MINDED PEOPLE

8. STORIES
STORIES
YOUR
STORY CROWD
#2
STORIES
STORIES
STORIES
CROWD
STORIES
#1
STORIES
STORIES
Feed your crowd with an idea
TIME

9. So they can appropriate it
STORIES
STORIES
CROWD
#2
STORIES
CROWD
#1
STORIES
CROWD
STORIES #3 STORIES
STORIES
CROWD STORIES
#4 STORIES
STORIES
TIME

10. And grow it for you STORIES
STORIES
YOUR
CROWD ENRICHED
#2 STORY
STORIES
STORIES
CROWD
#1
STORIES
CROWD
STORIES #3 STORIES
STORIES
CROWD STORIES
#4 STORIES
STORIES
TIME

11. So you + them interact with it STORIES
STORIES
YOUR
CROWD ENRICHED
#2 STORY
STORIES
STORIES
STORIES
CROWD
STORIES
#1 STORIES
STORIES
STORIES STORIES
CROWD
STORIES #3 STORIES
STORIES
STORIES CROWD STORIES
STORIES
#4 STORIES
STORIES
STORIES
TIME

12. From complex to simple
CREDITS: STIENMAN on FlickR

13. 1-Audiences (the crowds)
You are building a network of flows that will enable transactions
around your brand, your product etc.
Identify your crowds, don’t think about a media profile anymore
(eg: women 25-45). Why do you care about who buys your
product as long as you sell it? Stop excluding people because of
your media buying, this is not media advertising
anymore.
A woman 45 is not a woman 25 they don’t buy the same products.
Look at the data instead, search for behaviours, invest in knowing
who they are (dreams? passions? crisis? hope?).
CREDITS: TOMIKA DAVIS ON FLICKR

14. 2- Transactions
Select the type of transactions you want to build with each of
them, this will influence the piece of the story you will share with
them.
Social > what do you do?
Business > how do you reward, sell?
Knowledge > information, gossip, education... what’s your
expertise?
CREDITS: CDLIKES 04 ON FLICKR

15. 3- Ideas/Actions they
can relate to
Understand the codes they are already using to transit those
information and use them as well.
If they go on Youtube to share their love, do the same, and talk to
them in the same manner.
Think about going back to tribal behaviours here.
You are not talking with words but through acts and signs you are
making to acknowledge each other.

16. A transmedia framework
AUDIENCE TRANSACTION THE IDEA/THE ACTION
(quality/product)
CROWD 1 BUSINESS Pick your fabric for
our next collection.
Hello
(brand heritage)
dear,
CROWD 2 KNOWLEDGE Christopher Bailey on fashion trends you
I am
like.
Burberry.
(brand character)
CROWD 3 SOCIAL
Let’s share your music in our stores.

17. Transmedia reinvents marketing as much as communications
AUDIENCE TRANSACTION THE IDEA/THE ACTION
Sales happen before production.
(quality/product)
CROWD 1 BUSINESS Pick your fabric for
our next collection.
Hello Message is nurturedheritage)
(brand
via co-creation.
dear,
CROWD 2 KNOWLEDGE Christopher Bailey on fashion trends you
I am
like.
Burberry.
CROWD 3 SOCIAL Media(brandearned stores. paid.
is music in our not
Let’s share your
character)

18. Transmedia reinvents marketing as much as communications
WAIT! In 1960, there is
no mass color TV, no
sports marketing, no
E. Jerome McCarthy 1960: Internet, the oil crisis What can we propose in 2012?
hasn’t happened yet.... Do
we really want to do
Product marketing with these 4? Pre-production sales
Place Proprietary online retail
Promotion Owned communities
Price Adaptive pricing*
*demand, loyalty, affiliation on sales

19. "What’s happening now with content is different, though.This isn’t about
brands being one-off content creators, but instead shifting to a publisher
mindset. I guess what I’m saying is that content isn’t the cause, it’s the
effect (the former, I’d say, is brands starting to see how to use digital as a
truly unique marketing vehicle). "
- Noah Brier, Percolate

20. @DigitalPlanner
This deck is made to help the advertising community
think different. It will hopefully start conversations and
sparkle new ideas. It is yours to steal, comment and
share!
#transmedia #flipthemedia
Crafted by Isabelle Quevilly. London. February 2012