Transmedia metrics: Towards a new Transmedia Engagement Metrics model
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The document proposes a new transmedia engagement metrics model to measure audience involvement in multi-platform storytelling productions. It describes the model's key aspects: tracking individual user journeys across storyworld interactions over time on different channels. The model was developed and tested by the Transmedia Storytelling Lab in Tilburg to provide production teams meaningful measuring tools. While feedback confirmed the model's value, areas for improvement were identified, such as incorporating financial metrics and ability to respond flexibly to unexpected events. The authors present ongoing work to further develop the model.
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Transmedia metrics: Towards a new Transmedia Engagement Metrics model
- 1. The Conducttr Conference 2014 Towards a new Transmedia Engagement Metrics Model Hille van der Kaa | Eefje Op den Buysch @hillevanderkaa | @eefski #cdttr2014
- 2. VIEW OR DOWNLOAD WHITEPAPER TINYURL.COM/TRANSMEDIAMETRICS
- 4. Hille van der Kaa Eefje Op den Buysch &
- 10. THE TEAMS WERE IN NEED OF MEANINGFUL MEASURING TOOLS
- 11. Students wanted to know how their users experienced the user journey they created for them THE TEAMS WERE IN NEED OF MEANINGFUL MEASURING TOOLS
- 12. WHAT LEAD UP TO THIS PLAYER CYCLING FOR TWO KILOMETERS TO DELIVER A FAKE PACKAGE?
- 13. OUR MISSION DESIGN A MODEL THAT CAN BE USED TO CREATE AND GIVE DIRECTION TO A TRANSMEDIA PRODUCTION
- 15. FORRESTER
- 16. ROSENBLATT
- 17. MAYFIELD
- 18. PRATTEN
- 20. • Measures engagement and classifies the user • Transforms ‘raw’ data into meaningful insights • Tracks the user journey • Tracks the connection between different channels (on- and offline)
- 23. WE SEE THREE IMPORTANT ASPECTS OF A TRANSMEDIA PRODUCTION 1. A storyworld that is to be discovered 2. An audience that is involved 3. A period of time
- 27. TAKE TEST: JOIN GOOD GUYS/ BAD GUYS Can you keep a secret? YES / NO
- 28. PICK UP CLUE FROM WEBISODE Autocrash in citycentre
- 29. PLAYER DELIVERS A PACKAGE
- 30. HOW TO MEASURE 1. Clue picked up email, website visit 2. Take test good/bad guys registration 3. Players join offline event manual count
- 31. WE TRACK INDIVIDUAL JOURNEYS WE RECORD EACH TIME A USER TOUCHES SOMETHING IN THE STORYWORLD
- 36. HOW TO MEASURE? 1. Clue picked up 2. Take test good/bad guys 3. Players join offline event
- 37. BEHAVIOUR OF AN INDIVIDUAL CAN BE COMPARED TO THAT OF OTHERS usertime points of interaction storyworld
- 38. WE CAN INTERPRET THE RELATIVE ENGAGEMENT OF AN INDIVIDUAL USER COMPARED TO OTHERS, AS A RATIO
- 40. WAS OUR FOCUS GOOD? Yes, but some respondents missed the measurement of ROI
- 42. COMPLETENESS The model: • does not focus on the financial side of transmedia measurement (Tan) • does not no monitor the soft side e.g. emotions (Wijngaarden and others) • does not measure the physical world, e.g. live events (Ferreira and others)
- 43. EFFECTIVENESS The 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)
- 44. WHAT 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)
- 45. WORK IN PROGRESS TOWARDS THE FUTURE OF THIS NEW METRICS MODEL
- 48. measuring emotions toggle switch way of thinking new tech leading to real world POI
- 49. measuring emotions toggle switch way of thinking new tech leading to real world POI
- 50. Scene 1 Beat 1 Trigger Condition Action Scene 1 Beat 2 Trigger Condition Action Scene 1 Beat 3 Trigger Condition Action Scene 2 Beat 1 Trigger Condition Action Scene 2 Beat 2 Trigger Condition Action Scene 3 Beat 1 Trigger Condition Action
- 51. VIEW OR DOWNLOAD WHITEPAPER TINYURL.COM/TRANSMEDIAMETRICS
- 52. The Conducttr Conference 2014 Towards a new Transmedia Engagement Metrics Model Hille van der Kaa | Eefje Op den Buysch @hillevanderkaa | @eefski #cdttr214
Notes de l'éditeur
- Hille: bruggetje naar onderwerp (lunch, vorige spreker) FOCUS: STORYTELLER
- Head of fontys Lab
- 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
- We look at one production a team of studentss created throughout this talk
- There’s 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.
- What we found out, is that the teams needed insights, while running their campaign. Team spend hours working, they wanted to know about their participants.
- What lead up to Sanne stepping on her bike to deliver a fake package, 3 kilometers further? I kept thinking about it.
- 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. We’re 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
- 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’
- If 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.
- Since we’re educators, we like our models. So, could we develop a model for user engagement metrics? Could we? Yes, we could!
- Measures 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 dreams
- I started thinking about designing a model and looked at it really basically: isn’t in just a player, interacting with the world over a period of time? The storyworld is to be discovered, over a period of time.
- Discovering the world is done by touching on points of interaction. Transmedia creators design these points in cretaing their production.
- all combined in the storyworld
- So the pink dot represents a user a interaction of with the world at 1 point in time
- A new player takes the test to register on day 1
- A user picks up a clue from a webisode in week 2
- A dedicated player delivering a fake package in the last week
- So 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?
- So I was thinking that we would have to record everyting a single user does.
- The way to record it, is a toggle switch
- It’s like taking a tour rond a house, and turning the light on in each room you visit
- You leave a trail of lights
- In this example: this can be about three persons, but it could alse be about 1 person
- So 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)
- Why is that important? You can measure how you productions in performing But 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 also
- We we asked industry experts for their opinion. Ford, Vegt, Wijngaarden, Aarts, Welhuis, Ferreira, Rutledge
- In 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
- Related to the question ‘Why is the model not complete?’ our respondents highlighted three missed opportunities:
- our respondents were critical about four things:
- In our model we focus on the storyteller rather than the marketer point of view
- Ragaring the effectiveness If there’s something unexpected, try to incorporate a toggle switch. Even if it is away from the story.
- On 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.
- Measuring the physical world: this becomes much more possible with new technologies. We’re very excited about this. Real world toggle switches
- We look forward to work with conducttr
- So for Conducttr Users amoung us: this is what our conceptual model would look like, in conducttr