transmedia metrics: towards a new transmedia engagement metrics model

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The Conducttr Conference 2014Towards a new Transmedia Engagement Metrics ModelHille van der Kaa | Eefje Op den Buysch@hillevanderkaa | @eefski#cdttr20141VIEW OR DOWNLOAD WHITEPAPERTINYURL.COM/TRANSMEDIAMETRICSHille: bruggetje naar onderwerp (lunch, vorige spreker) FOCUS: STORYTELLER

2Hille van der KaaHille van der KaaEefje Op den Buysch

&Eefje Op den Buysch

Head of fontys Lab5TRANSMEDIA STORYTELLING LABTilburg, the Netherlands

In de lab: research and workspace. We offer study programs in Transmedia.In our minor program : 6 months learn to design and execute a transmedia production

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We look at one production a team of studentss created throughout this talk7

Theres this criminals planning a drugs transport, in the city. A journalist is covering the story. Players can pick sides: work with the good (journalist) or bad guys (criminals).Actually plant a car in the city centre, they had media coverage, people were taling about the campaign.

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9THE TEAMS WERE IN NEED OF MEANINGFUL MEASURING TOOLSWhat we found out, is that the teams needed insights, while running their campaign. Team spend hours working, they wanted to know about their participants.10Students wanted to know how their users experienced the user journey they created for them

THE TEAMS WERE IN NEED OF MEANINGFUL MEASURING TOOLS11

WHAT LEAD UP TO THIS PLAYER CYCLING FOR TWO KILOMETERS TO DELIVER A FAKE PACKAGE?What lead up to Sanne stepping on her bike to deliver a fake package, 3 kilometers further?I kept thinking about it.12OUR MISSIONDESIGN A MODEL THAT CAN BE USED TO CREATE AND GIVE DIRECTION TO A TRANSMEDIA PRODUCTION HILLE Jullie kennen eef niet zo goed, maar ze ging er wel een beetje veel over nadenken.So, we had to embark on a daunting endeavor. Were educators, so we like our models. So, could we develop a model for user engagement metrics? We are going to tell about it you today. Could we? Yes, we could

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We have found various models and methods to measure engagement. Also, a range of models is available to either classify levels of engagement or typologies of the engaged

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FORRESTERIf you try to find model which highlight the need of transmedia storytellers. He wants to measure involvement, etc. But then you have models that describe an end segmentation. Mayfield as an example.15

ROSENBLATTSince were educators, we like our models. So, could we develop a model for user engagement metrics?Could we? Yes, we could!

16MAYFIELD

PRATTENsegmentationneedsMeasures engagement and classifies the user Transforms raw data into meaningful insights Tracks the user journey Tracks the connection between different channels (on-and offline)

19Measures engagement and classifies the user Transforms raw data into meaningful insights Tracks the user journey Tracks the connection between different channels (on- and offline)

When we started this research we had 4 dreams20

I started thinking about designing a model and looked at it really basically: isnt in just a player, interacting with the world over a period of time? The storyworld is to be discovered, over a period of time.21

22WE SEE THREE IMPORTANT ASPECTS OF A TRANSMEDIA PRODUCTIONA storyworld that is to be discovered

An audience that is involved

A period of time

usertimepoints of interactionDiscovering the world is done by touching on points of interaction. Transmedia creators design these points in cretaing their production.24

usertimepoints of interactionall combined in the storyworld25

usertimepoints of interactionstoryworldSo the pink dot represents a user a interaction of with the world at 1 point in time26

TAKE TEST: JOIN GOOD GUYS/ BAD GUYSCan you keep a secret? YES / NOA new player takes the test to register on day 127PICK UP CLUE FROM WEBISODE

Autocrash in citycentreA user picks up a clue from a webisode in week 2

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PLAYER DELIVERS A PACKAGEA dedicated player delivering a fake package in the last week29HOW TO MEASUREClue picked up email, website visit Take test good/bad guys registration

Players join offline event manual countSo what you would measure isthe mail or webvisit, a registration and maybe manual count al live events. So what if this was all the same person? Would you know?30WE TRACK INDIVIDUAL JOURNEYSWE RECORD EACH TIME A USER TOUCHES SOMETHING IN THE STORYWORLD So I was thinking that we would have to record everyting a single user does. 31

The way to record it, is a toggle switch32

Its like taking a tour rond a house, and turning the light on in each room you visit34

You leave a trail of lights35HOW TO MEASURE?Clue picked up Take test good/bad guys

Players join offline event

In this example: this can be about three persons, but it could alse be about 1 person36BEHAVIOUR OF AN INDIVIDUALCAN BE COMPARED TO THAT OF OTHERS

usertimepoints of interactionstoryworldSo if we look at our model again: by tracking al the trails of individual users you could also group them on diffferent levels. All user segments give you an overview of all with the storyworld

See three different users (fi the blue one). But you could also look at all the users as groups that showed the same behaviour (watch webisode 1). You add all the groups together, so then it;s all usres of the transmedia production. So then (next slide) 37WE CAN INTERPRET THE RELATIVE ENGAGEMENT OF AN INDIVIDUAL USER COMPARED TO OTHERS, AS A RATIOWhy is that important? You can measure how you productions in performingBut also actionable insights, f.i. Find out if users need help with discovering the world. (if a piece of content does not get discovered)You can apply segmentation aftwards, and look at the users funnel also38

We we asked industry experts for their opinion.Ford, Vegt, Wijngaarden, Aarts, Welhuis, Ferreira, Rutledge39WAS OUR FOCUS GOOD?Yes, but some respondents missed the measurement of ROIIn our model we focus on the storyteller rather than the marketer point of view. (1) loyalty measurement, (2) participation ratio, (3) target characteristics, (4) media channel effectiveness (5) content effectiveness and also (6) ROI measurement

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41COMPLETENESSThe model:does not focus on the financial side of transmedia measurement (Tan)does not no monitor the soft sidee.g. emotions (Wijngaarden and others)does not measure the physical world, e.g. live events (Ferreira and others)

Related to the question Why is the model not complete? our respondents highlighted three missed opportunities:

42EFFECTIVENESSThe model:misses the ability to respond to something unexpected (Vegt and others)does not look at ways that people might engage in discussion about the story, away from the story (Ford and others)misses the ability to measure unfinished episodes (Welhuis)lacks focus on the returning visitor (Robben) our respondents were critical about four things:

43WHAT MAKES OUR MODEL INTERESTING?

most models process the use/engagement/participation of one medium, but this model combines all different media and their results. (Welhuis)it measures the journey, and also the overall journeys. (Ferreira)for producers who are interested in understanding how each element of their story was successful in comparison to the others it would be helpful. (Ford)

WORK IN PROGRESS TOWARDS THE FUTURE OF THIS NEW METRICS MODEL In our model we focus on the storyteller rather than the marketer point of view

45toggleswitchway of thinkingRagaring the effectivenessIf theres something unexpected, try to incorporate a toggle switch. Even if it is away from the story.46measuringemotionstoggleswitchway of thinkingOn Measuring the softsides We are very intereseted in talking to people in various fileds of interest who want to share ideas on this with us.47measuringemotionstoggleswitchway of thinkingnew techleading toreal worldPOIMeasuring the physical world:this becomes much more possible with new technologies. Were very excited about this. Real world toggle switches48measuringemotionstoggleswitchway of thinkingnew techleading toreal worldPOI

We look forward to work with conducttr49Scene 1Beat 1TriggerConditionActionScene 1Beat 2TriggerConditionActionScene 1Beat 3TriggerConditionActionScene 2Beat 1TriggerConditionActionScene 2Beat 2TriggerConditionActionScene 3Beat 1TriggerConditionAction

So for Conducttr Users amoung us: this is what our conceptual model would look like, in conducttr50VIEW OR DOWNLOAD WHITEPAPERTINYURL.COM/TRANSMEDIAMETRICS

The Conducttr Conference 2014Towards a new Transmedia Engagement Metrics ModelHille van der Kaa | Eefje Op den Buysch@hillevanderkaa | @eefski#cdttr21452

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