MMTO Lab by Anita Ondine
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This document discusses strategies for engaging audiences and incentivizing participation in transmedia storytelling projects. It addresses measuring engagement through metrics like reach, frequency, duration and virality. Game mechanics can be used to incentivize participation through definable and undefinable rewards. Distribution should be designed as part of the experience across diverse platforms and geographic areas. Courting communities involves identifying relevant groups and providing value to encourage participation.
MMTO Lab by Anita Ondine
- 1. Story Architecture + Storyworld Bible Lab Anita Ondine Toronto, Canada January 19, 2012
- 2. Creative output What to include
- 3. Creative output Battlestar Galactica
- 4. Creative output HiM / Pandemic
- 5. Development Questions What are you creating? core concept / theme / premise ideal way to communicate look & feel target audience motivation and rewards
- 6. television games film telephone web merchandise ARGs social media live events mobile apps The Operative Idea
- 7. A few tips What is the story you want to tell? Who is the audience for your story? Explore multiple POVs Invite participation and let go of control Remember, its all about story
- 8. Using Game Mechanics to Incentivize Participation Lab Anita Ondine Toronto, Canada January 19, 2012
- 9. Agenda Engagement Audience Reach The Fun Quotient The Engagement Funnel De鍖nable & Unde鍖nable Value Player Types
- 10. Story Game Mechanics Core Concept Media Architecture Experience The Sandbox Approach Game Mechanics
- 11. Player Cause Audience Story Human CONNECTION Experience Customer Thing Being Participant Viewer Product Service Engagement De鍖nition
- 12. Recency Reach Consistency Unique Viewers Frequency METRICS Duration Page Views Hits Virality Ratings simple sophisticated Engagement How do we measure it?
- 15. End of Season 4 Start of Season 5 Network website SHOW SHOW .
- 16. The Fun Quotient Winning Laughing Feeling Lucky/Unlucky Solving a Mystery Shooting people Feeling stress Banal
- 17. Evangelists Engaged Casual Business Strategy Participation pyramid
- 18. Casual Incremental Engaged choices in your favor Evangelists Business Strategy The Engagement Funnel
- 19. BOGO Buy 10- get-1-free De鍖nable Value Win a prize Virtual Random currencies Rewards Unde鍖nable Value Unknown Unknown prize Frequency Business Development Loyalty
- 20. Geolocational Social Connections Awareness Incentives Celebrity Access Social Status Red Herrings Solve a Mystery Rewards Win a prize Power Leader boards Business Development Game Mechanics
- 21. WHO ARE YOU? Achiever Killer Human Being Socializer Explorer Business Development Player Types
- 22. WHO ARE YOU? Achiever 40% Killer 20% Human Being Socializer 80% Explorer 50% Richard Bartle Business Development Player Types
- 23. Designing an Awesome Experience Lab Anita Ondine Toronto, Canada January 20, 2012
- 24. What well cover - Design considerations - Readily available technologies: Geo-location Projection QR Codes Augmented Reality Short Range Communications Data Visualization
- 25. User Experience Design The really great experiences are deeply rooted with insights into motivations, desires, emotions, cultural & social patterns, beliefs and other deeper considerations. Stephen Anderson
- 26. User Experience Design Principles of good user experience design: - Its all about the USER - Keep it SIMPLE - Provide CONSISTENCY - Know your AUDIENCE - Provide a VISUAL HIERARCHY - Be HONEST - Incorporated USER feedback - Meets the requirements in the BRIEF... - WOW
- 27. Evangelists Engaged Casual Experience Design Participation pyramid
- 28. With thanks to Vibeke Hansen Experience Design Know Your Audience
- 29. With thanks to Vibeke Hansen Experience Design Device & Context
- 30. Geo-location Use location-aware devices as part of game play and story delivery using these popular platforms: www.foursquare.com www.SCVNGR.com www.Gowalla.com www.gpsmission.com Simplegeo (backend) photo by: anita ondine
- 31. Projection Mobile projectors (tell stories anywhere and everywhere): > http://www.projectorcentral.com/ Interactive projectors (facilitates participation, Ikea example shown): > http://www.displax.com/en/products/ moovit.html Light gra鍖tti (Rotterdam example): > http://bit.ly/bS7WWM Microsoft Surface (interactive surface): > http://www.microsoft.com/surface/ Inter Ikea interactive display
- 32. http://www.youtube.com/watch?v=EFWcAkxzkv4 Telling stories with light Rotterdam example
- 33. Professional Large Back page DIY Small Front page Unlock hidden stories Using QR codes
- 34. Augmented Reality Add information and story to your view of real life locations: www.layar.com (based in Amsterdam) www.worksnug.com www.junaio.com
- 35. Short Range Comms RFID tags: Radio frequency identi鍖cation, easily embedded in or stuck to phyical objects like books, bottles of water, etc. Bluetooth: Technology standard for exchanging data over short distances (using short wavelength radio transmissions) from 鍖xed and mobile devices, creating personal area networks (PANs). Wi鍖: Wireless local-area-network technology, usually approved by the Wi-Fi Alliance and mostly conforming to the IEEE 802.11 radio standard.
- 36. Data visualization Example Gallery: http:// vis.stanford.edu/protovis/ex/ Data Viz - Social Media mashup: http://www.wefeel鍖ne.org/ Geolocational animated example: http://projects.鍖owingdata.com/ walmart/ Professional Tools (PC only): http:// www.tableausoftware.com/data- visualization-tools List of Free Tools: http://bit.ly/ g5IWZH
- 37. Connecting with Communities Lab Anita Ondine Toronto, Canada January 20, 2012
- 38. What well cover - Distribution: What it is What its not - Courting communities - Go where the traf鍖c is: Twitter Facebook
- 39. Distribution: What its not Not contained by traditional gatekeepers Not one to many No transmedia distributors Not 鍖xed
- 40. Distribution: What it is Distribution is part of the design of the experience Discovery vs distribution Continuous loop or dialogue with the audience Multiple platforms Culturally adaptable Flexible Connecting with Communities
- 41. Courting Communities Tips for courting communities - Identify communities of interest for your project - Commence a conversation - Provide ways to participate - Incentivize participation - Offer something of value - Reward participation
- 42. Distribution diverse platforms console games television telephone web ARGs film mobile apps
- 43. Distribution geographic reach uk belgium sweden poland canada germany spain lithuania
- 44. Twitter Twitter as a storytelling tool (like Tim Burtons Cadavre Exquis) Twitter pro鍖les for characters to deliver story and engage in conversations with the audience Twitter used as a messaging platform within mobile apps and other game environments
- 45. Facebook Characters have Facebook pro鍖les and tell stories through them Facebook pro鍖les used to engage with the audience Accepting a Friend Request could be a reward for achieving certain tasks Hints / clues embedded in FB pages FB as a platform for social games Bene鍖t from the fact that so many people are on FB, so regularly
- 46. Releasing Schedule Synchronized story delivery Live event simulcast Ability to play back Exclusive content Content as reward
- 47. Example Head Trauma
- 48. Example Consulting Client
- 49. PERVASIVE PERIODIC PLATFORMS MESSAGING Teasers / Promos Clues and Symbols WEEK 1 Text / Call / Email 21-27 MARCH Teasers / Promos P h y s i c a l S o c i a l M o b i l e Clues and Symbols WEEK 2 Text / Call / Email 28 MAR-3 APR W e b s i t e s Teasers / Promos A p p s M e d i a Clues and Symbols PROMOTION PHASE WEEK 3 4-10 APRIL Text / Call / Email P l a c e m e n t s Consulting Client
- 50. Example Consulting Client
- 51. Pitching your Transmedia Project Lab Anita Ondine Toronto, Canada January 20, 2012
- 52. What Well Cover Releasing Strategy Releasing Schedule Pitching Tips
- 53. Releasing Schedule Synchronized story delivery Live event simulcast Ability to play back Exclusive content Content as reward
- 54. Example Head Trauma
- 55. Example Consulting Client
- 56. PERVASIVE PERIODIC PLATFORMS MESSAGING Teasers / Promos Clues and Symbols WEEK 1 Text / Call / Email 21-27 MARCH Teasers / Promos P h y s i c a l S o c i a l M o b i l e Clues and Symbols WEEK 2 Text / Call / Email 28 MAR-3 APR W e b s i t e s Teasers / Promos A p p s M e d i a Clues and Symbols PROMOTION PHASE WEEK 3 4-10 APRIL Text / Call / Email P l a c e m e n t s Example Consulting Client
- 57. Example Consulting Client
- 58. Pitching Tips Know your audience If the pitchees provide guidelines, follow them Make the tone of your presentation match the tone of your project Make the look and feel of the presentation materials match the look and feel of your project Practice! Ask for feedback
- 59. You must build the life you want to live in. Rozh Mutabchi
- 60. A new dawn ...is coming
- 61. Lets keep talking Twitter: anitaondine Facebook: Anita Ondine Linkedin: Anita Ondine Smith E: anita@anitaondine.com