v3 digital director, Isabelle Quevilly (@digitalplanner) shares her thoughts on the basics of transmedia planning. This talk was given at Digital Shoreditch 2012 in London.

1. Digital Shoreditch Festival venturethree
v3 for Transmedia planning 101
#ds12 #transmedia

2. Transmedia planning 101 venturethree
“Looking down our list of winners,
it feels as if the digital
transformation of our industry
is almost complete. There isn't
a single campaign that doesn't
use interactive in some innovative
way at the heart of what it does.
It's not just about putting a video
on YouTube - each one of these
things has a deep point of
interaction with the audience
and I think this is the first year
we've seen that.”
- Ian Tait
W+K, on Cannes 2011 winners

3. Transmedia planning 101 venturethree
What if... the days of
“ integrated”were over?

4. Transmedia planning 101 venturethree
Integrated planning is:
Source: http://farisyakob.typepad.com/

5. Transmedia planning 101 venturethree
Integrated is made to fill in media
spaces not to fuel conversations.

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What if... People could pull off
brand stories themselves?

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Transmedia story-telling is inspired
by the video game and movie industries.

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Integrated planning equals:
Brand
Big idea
Target audience
Mass media dominance
Big ad produced
Set of result

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Transmedia planning equals:
One brand
Multiple ideas to express it
Multiple crowds
Infinite meeting places
Many content produced
Loads of results to crunch

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Advertising is made for simplicity.
The simpler = the $$.

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But it is losing efficiency
Other industries are talking to the same
people, they have made assumptions on
complexity and have proven strong results.
Why don’t we take inspiration from them
to evolve the way we advertise to people?
They assumed things advertising don’t:
- people are smart
-people are social beings, crowds help each
other and share information (World of
Warcraft, AI, MEGAUPLOAD)
- people build their own stories from pieces
they find on their own (whether it is for
entertainment or a car to purchase, ref:
Google ZMOT
http://www.zeromomentoftruth.com/)
- lots of small tactics compiled can be as
efficient as one big thing.

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We have to deal with a new relationship
between content, consumers and channels.

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“Consumer generated stories outnumber
Coca-Cola company generated stories”

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Shifting brand communications to:
- Building non-linear stories
- Involving crowds to build-up
the narrative
- Feeding flows of information
everywhere

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This is transmedia* planning
* Buzz words must be used with moderation.

16. Transmedia planning 101 venturethree

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More on this topic:

18. Transmedia planning 101 venturethree
Thank you!
Tweet with me: @DigitalPlanner
Email with me:
isabelle.quevilly@venturethree.com