active media game
DESCRIPTION
This presentation introduces a serious game that helps communication managers to set up a cross media strategy. It is also an up-to-date glossary of on- and offline communicators.TRANSCRIPT
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cross mediamix2009 Total Active MediaMartijn Arts
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Total Identity
2
ActivitiesPositioningProfiling
Founded 1963 TOTAL DESIGN
2000 changed nameTOTAL IDENTITY
GroupTOTAL IDENTITY- Amsterdam- The HagueTOTAL ACTIVE MEDIA VERMEULENALLCOMMUNICATION SOFTWARE
No staff112
AreasConsultancyDesignPublishingInteractionPRCampaign
Earnings2005 10,7 mln2006 11,9 mln2007 14,2 mln2008 13,4 mln
Network partnersAntwerpBolzanoBremenDubaiHamburgLisboaMadrid
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Martijn ArtsLives in AmsterdamBorn in 1973MsC Delft Tech. [email protected]
Total Active MediaManaging Director.
Total IdentityShareholderBoard of directors
Social NetworksLinkedInHyvesTwitter (arts118)
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context
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Kennis
(organisation)strategy
mission
(communication)goals
(communication)strategy
forms of communication
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Kennis
internet (-website) as a form of communication
(organisation)strategy
mission
(communication)goals
(communication)strategy
forms of communication
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Kennis
cross media strategy
internet (-website) as a form of communication
(organisation)strategy
mission
(communication)goals
(communication)strategy
forms of communication
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online
Kennis
online goals
cross media strategy
internet (-website) as a form of communication
(organisation)strategy
mission
(communication)goals
(communication)strategy
forms of communication
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online strategy
Kennis
0st
online goals
cross media strategy
internet (-website) as a form of communication
(organisation)strategy
mission
(communication)goals
(communication)strategy
forms of communication
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0stonline strategy0st
online goals
cross media strategy
internet (-website) as a form of communication
(organisation)strategy
mission
(communication)goals
(communication)strategy
forms of communicationcom
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Kennis
(organisation)strategy
mission
(communication)goals
(communication)strategy
forms of communication
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so:
online is not just a form of communication
everywhere in the organizationdifference on-/offline changes follow a strategy online
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bottom up...
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Kennis
(web-)
services
?
emergent identitiesbrands
communities(links / groups)
social media
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Kennis
cent
raal
cent
raal
-de
cent
raal
dece
ntra
alvr
ij
action
desire
interest
attentionone2m
any
(broadcast)
one2few
few2few
one2one
site
brands
communities
social media
publ
ic
doel
groe
p
long
tail
pers
onal
corp
orat
e
busi
ness
uni
t
depa
rtm
ent
(indi
vidu
al) s
taff
person
proc
es
(online) forms
orga
nisa
tie
contactm
arkt
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so:
the world turns upside-downbottom-up communicationsocial media is the new engine new structures emergebottom-up global companies ?
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cardgame
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what:
a tool for planning a cross media strategy by communication managers with specific attention to new online forms of communication
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0stonline strategy
online goals
cross media strategy
internet (-website) as a form of communication
(organisation)strategy
mission
(communication)goals
(communication)strategy
forms of communication
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what NOT:
a tool for planning an identity, a creative concept or a tool that inevitably results in a valid online strategy
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how:
a deck of cards that in itself is a glossary of actual facts and examples which results - by means of serious gaming - into strategy choices
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the card:
titleinformation - glossaryexamples onlinemetadata for the gamescreenshot as illustration
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25
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and now:
based on a true casedetermine a mix of communication formsusing the cardgame
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ways of play:
top-down guided step-by-steplinear instructive way bottom-up via storytellingassociative co-creation way
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first way of play
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In five steps the group or individual form a set of cards that fit the communication need. This set of cards is a cross media mix that can be used in a cross media strategy. By asking questions that correspond to the categories that are printed on the cards (the metadata), these cards will be removed form the deck. The game ends after six steps of if there are only three cards left, which ever comes first.
1. What is the target group?2. What is the type of goal?3. What is the type of message?4. What is the time-to-market and depth of information?5. What is the budget?
Top-down way of play
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Stakeholder analysis: Edward Freeman
Magemenent
Organization
Strategic clients
Share-holders
Employees
Strategic partners
Partners
CompetitorsClients
Banks
Media
Unions Government
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Types of goals: Eppink
knowlegde
attitude
Kennis
behaviour
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organization
market
Kennis
productservice
individual
Types of message: ...
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VE M
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Why?
What’s next?
What?
SMS-alertMobile website
RSS
mail alert
banner
E-mail newsletter papieren nieuwsbrief
mail report
Newspaper
magazine
PDF-newspaper
i-mode Vodafone live!T-mobile Orange
book
documentary
vakblad
film
radio
webradio
podcast thematical portal
organisational portalleaflet
Mail-signature
jaarverslag
Campaigning website
GoogleGadget
glossy
E-card
Narrow-casting
weblog
business movie
paper brochureE-magazine
corporate brochure (online)corporate brochure
time-to-market
dept
hknowledgebase / -archive
Scientific article
Dossier
channel analysis: Pieter Kok and Martijn Arts
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€
Kennis
€ €€€€€ 10.000 € 50.000€ 0 >>
budget: ...
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second way of play
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Four players team up to create a joint story by making use of storytelling techniques. The four players start out with four randomly selected cards. Each player can change one card. The individual player explains to the group why this card needs to be replaced by that specific other card. The others can vote against the change of cards. If this happens the player loses its turn. After four steps the group is left with their optimal mix of communication forms, including the story behind the mix. This story must be presented to others.
1. Random take four cards2. A player changes one card and explains why3. This will take place four times - each player does it once4. The group presents the end result
Bottom-up way of play
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mix of forms of communication
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CorporateCorp. brochure, bookAnnual reportNewsletterGuest lectures and speechesBusiness cardCorporate magazineThemeAHV
mix of forms communication
Campaign TV commercial / radioOutdoorLocative campaign(serious) GamefreecardsIngredient branding
Public Relations Press releasesEventUnions and groupsGifts and gadgetsCRMDirect MailLoyality programmePartner magazineInterne communicatie
Interal newsletterBulletin board / coffeemachineMemosMeeting / kantine / telephoneArchiveDesktop publishingmeetings
MarCom Catalogueshow windowBrochure / advisory sales Door-to-door-salesService
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next version?
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go ahead2009 Total Active MediaMartijn Arts