1. #thinkTrends

2. thinkLA Trends Breakfast
#thinkTrends

3. The architecture of engagement:
The pleasure and pain of multi-channel /multi-platform /
multi-screen
ciaran212
November, 28, 2012
#ThinkTrends

4. Agenda
⠋ Tectonic Shifts in the Multi-Platform World: Then & Now
⠋ Native Content Surfers Bring New Storytelling Challenges
⠋ Multi-Screen Behaviors Evolved
⠋ The Preoccupation with Participation
⠋ Social TV and the Collaborative Media Experience
⠋ Crafting Deeper, Smarter Digital Analytics – Hope/Hype/Reality
⠋ How SSLA Sources Insights to Fuel Creative, Media & Technology
⠋ From Insight to Architecture
⠋ A Blueprint for Multi-Platform Storytelling
⠋ Case Studies
⠋ Key Take Aways

5. What’s Driving The Focus on Multiplatform
Cable TV ratings over the past year have dropped sharply
⠋ The percent of people
worldwide who watch TV
at least once a month
dropped from 90% to 83%
over the past year.
⠋ The percentage of people
who watch video on a
computer once a month--
84%--is now higher than
the percentage who
watch TV.
Source: Nielsen Global Survey of Multi-
Screen Media Q3 2011
SOURCE: http://www.businessinsider.com/tv-business-
collapse-2012-6#ixzz1xgNAd9ig

6. What’s Driving The Focus on Multiplatform
Key points of this shift in user behavior for the traditional TV business?
⠋ Audiences don't know/care which network owns the rights to a show or where it
was broadcast. All that's relevant is whether it's available on Netflix, Hulu, Amazon
or iTunes. This means that one of the key traditional businesses of TV, The
Network is at risk
⠋ The majority of what we pay our cable company is wasted. We get broadband
Internet from our cable company, and we use that constantly. But we also get 500
channels that we almost never watch, along with a couple (HBO, Tennis Channel)
that we pay extra for and do watch occasionally.
⠋ We rarely watch TV ads, and when we do, we're usually doing something else at
the same time--like typing. Also, the ads seem startlingly intrusive, because we're
not used to them.
SOURCE: http://www.businessinsider.com/tv-business-collapse-2012-6#ixzz1xgNAd9ig

7. The World as We Knew It
SOURCE: Gary P Hayes Product Development Manager ABC
TV Multi Platform & Director StoryLabs.us

8. Today’s Multiplatform Diaspora
SOURCE: Gary P Hayes Product Development Manager ABC
TV Multi Platform & Director StoryLabs.us

9. Surfing Across Screens
In today's world of seamless connectivity, we have become so
comfortable with media technology that we
shift from one platform to the next effortlessly.

10. Oops, We Forgot to Deliver the Story
The problem is that our content is not always shifting with us

11. Where’s The Connected Experience?
Consumers want all their media, all their content, all their experiences
to be consistent across the entire digital ecosystem

12. Bueller?.....Bueller?
They also want it instantly.
delay = disappointment, then brand abandonment

13. Who’s The Problem Child?
…And this issue is not just about kids, or their tech savvy millennial
parents

14. The Numbers Tell The Story
Close to 40% of While watching TV
Americans now 36% of P35-54 and
use their 44% of P55-64 use
tablets or their tablets to dive
smartphones while deeper into the TV
watching TV at program they are
least once watching.
a day, and twice as
many do it at least
once a month
Source: Nielsen, Cross Platform Report Q2 2012

15. Understanding Cross-Platform Behavior
Source: Google/Ipsos The New Multiscreen World, Aug 2012

16. Involve Me!
…And consumers want organic ways to participate in the story

17. So Many Platforms!
For consumers,
the flow of
engagement
tends to follow
the path of least
resistance

18. So We Fish Where the Fish Are, Right?
No surprise then that social media commands an increasing share of
agency and brand attention and budgets.
And as for SocialTV?......

19. Social TV is
Exploding!

20. Biggest, Record-Setting Social TV Moments of 2012
During SuperBowl XLVII, Bluefin Labs says it counted 12.2
million social media comments, surpassing the previous all-time
record high of 3 million held by the MTV VMAs. Trendrr said this
year’s Super Bowl had approximately 5X the social activity over
last year.

21. Where Do I Invest My Resources?
Many agencies and brands focus on social media at the expense of
developing skill with other platforms, mainly mobile
Odd perhaps, as mobile is a key delivery vehicle for Social TV activity
SOURCE: GOOGLE/Ipsos – THE NEW MULTISCREEN WORLD AUG 2012

22. Short-Term Benefits, Long-Term Risk
This means agencies and brands are jumping in to support a slew of
new social/participatory marketing channels and platforms, at the
expense of others - sacrificing long-term leadership and creation of
institutional knowledge and IP

23. Am I Doing This Right?
And then there’s the issue of what constitutes social media and social
TV success?

24. Business Analytics Not Spoken Here
What the F#@k do I measure?

25. “Multi-Platform Success Isn’t Sold in a Can”
In the rush to solve for this measurement question, brands invest
heavily in analytics software and tools, yet often fail to understand
how to use them effectively.

26. In Emergency, Break Glass Pull Lever
It’s easier to buy technology than to invest in talent

27. Disconnected Experience
…It’s not all an agency/brand issue

28. Social Media Platforms Create Walled Gardens
Consumers generate amazing amounts of useful data through social
engagement. But that data isn’t shared by social networks

29. There’s yet another challenge for Multi-Channel / Multi-Platform /
Multi-Screen marketing

30. From Insight to Application
How do we unearth the complex narrative that details what drives
people to participate (connect, co-create, comment, share, curate,
etc.)
…and in which context that participation takes place?

31. Designing for Multi-Channel Participation

32. Great Connected Experiences
…but a quick
look at an
executional
roadmap and
it’s clear why
this IS
inherently
complex

33. Great Connected Experiences
When done right, multi-channel
offers a foundation for the development,
production and roll-out of immersive stories and participatory
experiences for consumer brands across platforms

34. Case Study: Lion’s Gate & Ignition Agency Hunger Games

35. The Right Way to Launch a Franchise
⠋ Focus on creating social media groundswell months ahead of release
⠋ Invest in rich media and storytelling content far beyond simple games
& collateral
⠋ Deliver content appropriate to the platform
⠋ “Inclusive Exclusivity”: Invite deep participation among core fans,
then offer a variety of ways to engage - build interest among casual
fans
⠋ Appreciate the devotion and intelligence of your audience (don’t
skimp on the details)
⠋ Listen to your audience for their response and amp up what’s
working.

36. Case Study: Happiness in a Bottle
When Coca-Cola Europe (with W&K Amsterdam) decided to extend
its original 2006 brand campaign for Happiness Factory, “the focus
was placed on the concept of liquid content, which Coke defines as
"the creation of stories that are expressed through every possible
connection ... each story must add value and significance to people’s
lives.”
- Business Insider, June 2012

37. Case Study: Coke With W&K “Happiness Factory”

38. Case Study: Coke “Happiness Lives On”

39. Why Happiness Continues to Grow
⠋ Happiness avoids "creating noise" through dynamic storytelling
⠋ Spreads content across a wide assortment of participatory
platforms (and creates a few too) and yet still delivers a unified and
coordinated brand experience”
⠋ Uses storytelling channels appropriately
⠋Formats - serial, multi-faceted (transmedia), spreadable,
immersion and discovery, and engagement
⠋ Participation is lightweight, organic and meaningful

40. Key Take-Aways
⠋ Make stuff people want > Make people want stuff
- Ian Fitzpatrick

41. Key Take-Aways
⠋Move from creative excellence to content excellence;
learning to craft stories that are contagious and organically
linked to spur conversation and participation

42. Key Take-Aways
⠋ Lead the charge from one-way to dynamic, multi-platform storytelling.

43. Key Take-Aways
⠋ Develop incremental aspects of your program or brand idea/story, to
be dispersed systematically across platforms of conversation yield:
unified & coordinated experiences

44. Key Take-Aways
⠋ Experimentation (a volume of small ideas launched quickly, allow
some to fail, prepare for others to be successful - Social Listening is a
key resource here

45. Key Take-Aways
⠋ Develop a response plan to support your multi-platform strategy.
You’ll need to listen, act and react to an engaged audience 24/7/365

46. Key Take-Aways
⠋ Invest in 2nd screen platforms to experiment & learn. This
imvestment sector is due for a market shake-out in 2013

47. Key Take-Aways
⠋ Technology can enable brilliant creativity. Make sure your agency
knows how to generate ideas where you cannot separate message
from technology…In fact, make sure to integrate technologists into
your core creative team.

48. Key Take-Aways
⠋ Invest in advanced measurement talent. Multi-platform analytics in
the era of big data is only going to get more lucrative and thus more
valuable to build as an in-house capability

49. Thank You
Contributors: nguyen duong
kayla green
danielle betras
hailey marsh
@ ciaran212
e: ciaran.bossom@saatchila.com

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