thinkLA Trends Breakfast 2012 - Ciaran Bossom

#thinkTrends

#thinkTrends

thinkLA Trends Breakfast

#ThinkTrends

The architecture of engagement:

The pleasure and pain of multi-channel /multi-platform /

multi-screen

November, 28, 2012

ciaran212

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

What’s Driving The Focus on Multiplatform

Cable TV ratings over the past year have dropped sharply

SOURCE: http://www.businessinsider.com/tv-business-

collapse-2012-6#ixzz1xgNAd9ig

⠋ 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

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.

What’s Driving The Focus on Multiplatform

SOURCE: http://www.businessinsider.com/tv-business-collapse-2012-6#ixzz1xgNAd9ig

The World as We Knew It

SOURCE: Gary P Hayes Product Development Manager ABC

TV Multi Platform & Director StoryLabs.us

Today’s Multiplatform Diaspora

SOURCE: Gary P Hayes Product Development Manager ABC

TV Multi Platform & Director StoryLabs.us

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.

Oops, We Forgot to Deliver the Story

The problem is that our content is not always shifting with us

Consumers want all their media, all their content, all their experiences

to be consistent across the entire digital ecosystem

Where’s The Connected Experience?

Bueller?.....Bueller?

They also want it instantly.

delay = disappointment, then brand abandonment

Who’s The Problem Child?

…And this issue is not just about kids, or their tech savvy millennial

parents

The Numbers Tell The Story

While watching TV

36% of P35-54 and

44% of P55-64 use

their tablets to dive

deeper into the TV

program they are

watching.

Close to 40% of

Americans now

use their

tablets or

smartphones while

watching TV at

least once

a day, and twice as

many do it at least

once a month

Source: Nielsen, Cross Platform Report Q2 2012

Understanding Cross-Platform Behavior

Source: Google/Ipsos The New Multiscreen World, Aug 2012

Involve Me!

…And consumers want organic ways to participate in the story

For consumers,

the flow of

engagement

tends to follow

the path of least

resistance

So Many Platforms!

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?......

Social TV is

Exploding!

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.

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

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

Am I Doing This Right?

And then there’s the issue of what constitutes social media and social

TV success?

Business Analytics Not Spoken Here

What the F#@k do I measure?

“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.

In Emergency, Break Glass Pull Lever

It’s easier to buy technology than to invest in talent

Disconnected Experience

…It’s not all an agency/brand issue

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

There’s yet another challenge for Multi-Channel / Multi-Platform /

Multi-Screen marketing

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?

Designing for Multi-Channel Participation

Great Connected Experiences

…but a quick

look at an

executional

roadmap and

it’s clear why

this IS

inherently

complex

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

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

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.

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

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

Case Study: Coke “Happiness Lives On”

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

Key Take-Aways

⠋Make stuff people want > Make people want stuff

- Ian Fitzpatrick

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

Key Take-Aways

⠋Lead the charge from one-way to dynamic, multi-platform storytelling.

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

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

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

Key Take-Aways

⠋ Invest in 2nd screen platforms to experiment & learn. This

imvestment sector is due for a market shake-out in 2013

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.

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

Thank You

Contributors: nguyen duong

kayla green

danielle betras

hailey marsh

@ ciaran212

e: [email protected]

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