The Transmedia Business Model Canvas

Innovations at the intersection of TV, digital platforms and gaming

When improving effective marketing with a smart second screen strategy, figuring out relevance in real-time will become a key-science.

Central question: How to improve, for each individual, his (or her) Return on Attention?

Generating sales, while building brands, in an emerging science-ified Marketing Eco System

Below the surface of current events, buried amid the latest headlines and competitive moves, we are beginning to see the outlines of a new business landscape: a Marketing Eco System in which next level data analytics and real-time consumer insight will improve the ROI of building brands, while generating sales.

Performance pressures are mounting. Old ways of doing business are generating diminishing returns. Companies are having harder time making money, their very survival is challenged. We must learn ways not only to do our jobs differently, but also to do them better. That, in part, requires understanding the broader changes to the operating environment. Next level data analytics is needed to be able to 'float' to a Smart & Sustainable Sweet Spot in the fluid Marketing Eco System.

A. Improve efficiency of BRAND BUILDING with BRAIN ANALYTICS - Successful brands will be the ones that understand offline behavior by a multi mode research approach

Consumer behavior and (buying) decisions are poorly predicted by what people say about it in advance. Not because the person is lying, but simply because people are unaware of what they really think of your product or service. For instance: Neurensics - Europe's first neuro-economic research agency concludes by means of fMRI scans that readers process ads in mags much better than viewers do with TV ads. Consumer behavior is 95 percent driven by unconscious motives and preferences. The part of the brain that controls decision-making, doesn't control language. Just using an interview or a survey (verbal measures) is not reliable enough to stay connected with the consumer. There are several methods to stay connected with the consumer. A multi mode research approach, a combination of methods of verbal (interview/survey) and non-verbal measures (eye-tracking/EEG/fMRI/Web-analytics/store level analytics), will provide the deepest insight.

B. Improve efficiency of GENERATING SALES with WEB ANALYTICS - Successful brands will be the ones that understand online behavior

1. To optimize behavioral (re)targeting and improve the personal relevance (timing, location, tone-of-voice, context, content) of, and engagement with, experiences and 'offerings'
2. To improve second screen experience based on realtime sync with first screen

C. Improve the combination of BRAND BUILDING + GENERATING SALES with GAME ANALYTICS - Successful brands will be the ones that understand how to use game dynamics

1. To optimize the reward schedule2. To improve participation and extend transmedia experiences
A (media)brand at the Smartest Sweet Spot generates a continuous pleasing-variety-within-unity-experience, exponentially improving the ROI of successfully building its own & other brands, while effectively generating sales (causing a collapse of the purchase funnel).

David de Boer, Manager Marketing Intelligence Sales, Sanoma

(source: Deloitte/Spencer Stuart, Ed Shedd & Grant Duncan, "Why agility must follow austerity in the new digital age", june 2010)

Driving behavior with game dynamics

Ga*mi*fi*ca*tion = integrating game dynamics into a digital platform, service, community, content or campaign, in order to engage individuals while simultaneously driving meaningful value for doing business (read: monetization).

Every individual is hungry for reward, status, achievement, competition and self-expression. Gamification uses proven techniques to satisfy each individual's needs & desires and to engage each individual with personal relevant transmedia experiences (content, communities, brands, services or other valued solutions).

Each individual has fundamental needs & desires: for reward, status, achievement, self-expression, competition, and altruism. These needs & desires are universal (cross generations, demographics, cultures and genders).

Is the transmedia experience you are trying to built doing anything to address these universal needs & desires?

Game designers have known for years how to address these needs & desires. In the table above, green is the sweet spot for a particular mechanics, while blue is other needs that it hits. So LEVELS (f.i. belts in Karate, job titles, levels in a Frequent Flyer program), are primarily about status in a community, but also hit on individual achievement because it feels good to get to the next level, and competition because it feels good to be a higher level than all your friends (source: Bunchball.com).

Successful brands will be the ones that:

1. Curate a context to self organize and learn how to master the reward schedule for driving participation and building continuous transmedia experiences
2. Capture statistics about individual experiences and persist them (competition, comparison, status, achievement).

As the list of cognitive biases shows, mastering the reward schedule isn't easy to learn.

Watch these videos to learn:
1. What is the business value of gamification?
2. How and why motivates gamification user behavior?
3. What are the building blocks of gamification?





The neurotransmitter associated with learning is called dopamine. We are beginning to be able to model mathematically dopamine levels in the brain.

This means that:
A. We can predict learning
B. We can predict enhanced engagement
C. We can identify the windows of time in which the learning is taking place at an enhanced level.

The biggest neurological 'engagement turn-on' for people is other people. It's not money, it's not being given cash, it's doing stuff with our peers, watching us, collaborating with us.

Individual engagement can be transformed to collective engagement, by applying the five psychological and neurological lessons learnt from measuring & observing people that play online games:
1. Allow people to set targets by setting calibrated targets, by using elements of uncertainty, by using these multiple targets, by using a grand, underlying reward and incentive system, by setting people up to collaborate in terms of groups, in terms of streets to collaborate and compete, to use these very sophisticated group and motivational mechanics we see.
2.Offer people the grand continuity of experience and personal investment.
3. Break things down into highly-calibrated small tasks. Use calculated randomness.
4. Reward effort consistently as everything fields together. Rewards could be calibrated precisely. Use the vast expertise of gaming systems.
5. Use the kind of group behaviors that evolve when people are at play together, these really quite unprecedentedly complex cooperative mechanisms.

Conslusion: Media companies that will survive are the ones that create and facilitate arenas for brands to connect with their customers on; companies that curate a context to self-organize and master the reward schedule by using their observations of millions of human hours and plowing that feedback into increasing engagement.

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Transmedia: Collaborative gaming + Open source + Cloud computing

We are in the middle of a very profound, long-term shift in how we do business. But we can't quantify it. We'd expect that markets would be able to come up with innovation to handle this shift in business practice, but it isn't happening.

Open Source in the Cloud Computing Era

Product Mutation '10

Transmedia: The art of unbundled (commercial) conversations

The 'advertising' and 'branded content' of tomorrow will contain distributed links of those who pay to be there. Technology will work on our behalf to bring those 'offerings' our way, because we've asked for them.

Doc Searls' Project VRM, where consumers signal businesses about wants and needs instead of the other way around, will be a form of distributed media with links.

With classifieds like Marktplaats, each item has a link, and those could be aggregated elsewhere and passed around, depending on the need specified in a user's 'signal.' Whoever pays the most gets first in line. The money will be made for matching consumer needs/signals with 'offerings' (business goods and services). This real-time match-making is something the digital Marketing Eco System can handle very efficiently.




Commerce-generating applications will make it all happen, whether it's via a closed system like Twitter or an API at the application layer of the digital Marketing Eco System itself.

That's just one possibility of moving 'commercial conversation' into the digital Marketing Eco System and the stream. Other commercial formats will certainly be developed, but the possibilities of unbundled 'advertising' are limitless, all made possible by the portable link.

Media companies framing their added value for 'companies, formerly known as advertisers' into bundled advertising concepts limit their range of possible solutions. And, thus, limit their potential added value while exploring new business models.

The new Brand Management: Transmedia (branded content) storymaking in combination with 'game dynamics'

After finishing building a social layer, a next layer - the game layar - is unfolding: a pervasive net of behavior-steering game dynamics that will reshape commerce.

By now, we are used to letting Facebook and Twitter capture our social lives on the web; building a 'social layer' on top of the real world. At TEDxBoston, Seth Priebatsch looks at the next layer in progress: the 'game layer', a pervasive net of behavior-steering game dynamics that will reshape the marketing eco system (marketing, communication and commerce).




At TEDxTransmedia, Dan Hon - a senior member of the Wieden + Kennedy London creative department, specialized in games, play and new ways of storytelling - gives more insight into 'game dynamics'.




We are bringing 'game dymanics' into more aspects of our lives, spending countless hours - and real money - exploring virtual worlds for imaginary treasures. Why? Because games are perfectly tuned to dole out rewards that engage the brain and keep us questing for more.









We are entering the Transmedia era (I define transmedia as "a mashup of 'reality'+'social layer'+ 'game dynamics'") in which:

1. The unfolding Marketing Eco System brings us new formats and business models of commerce;
2. Brand Management (control, scripted dialogue, periodic feedback) transforms into Brand Stewardship (open, transmedia conversation, 24/7 feedback);
3. Brand Stewardship is in perpetual beta. Companies that shorten the learning loop c.q. the feedback loop, that iterate faster, will do better.
   
   
   
   
   
   Culture Mapping, managing brands in a social economy

   View more presentations from Tim Stock.
   
   
   David de Boer, Manager Marketing Intelligence Sales, Sanoma

9 iPad learnings gathered on Sanoma's journey

The year 2010 is the year of Touch & Tablets.... and the year of the unfolding Marketing Eco System. Although the ultimate media-format has not been invented yet, Sanoma gathered some learnings on the 'multitouch'-journey.

But first two beliefs:
1. There are no magazine-apps, but mediabrand-apps;
2. In the end there won't be 1 perfect universal Autoweek-app, but many perfect Autoweek-apps.

In this unfolding Marketing Eco System all content goes digital AND goes mobile. New media-formats will emerge. Everything gets tagged and walled gardens open up. Lot's of (formerly) bundled content breaks free of old trapped business models and will be further atomized online.

Atomized mobile digital content drive micro-payments, which move from niche to mainstream payment models.

Don't build pay walls for your readers around the bundle, but activate people to give permission for a micro-payment for each atom that engages them to see, or read, or play, or listen a bit more of it. Monetize the instant gratification need.

Conclusion: Find out how to activate people to give as many micropayment-permissions as possible from the moment they jump into the real-time river of emerging media-formats; formats 'stuffed' with branded content & affiliate marketing deals.



David de Boer, Manager Marketing Intelligence Sales, Sanoma

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