We take a deep dive into transmedia and platform discussions for you to create great concepts and advertising with.

1. Cross-Platform Advertising: Unlocking Your Story
isummit 2012
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2. Hi.
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3. Owned, Earned & Paid Media Models: Defined
Owned Earned Paid
Collateral & Direct Public Relations Print Advertising
Response
Word-of-Mouth Advertising Networks
Web, Mobile & Tablet
Speaking Engagements Paid Search
Blog & Video Content
Awards, Recognition Affiliate
Social Media Channels
Search Engine Co-Op & Advertorials
Email/SMS & Lists Optimization
Sponsorships
Location Marketing Social Distribution
Specials & Coupons
Custom Apps Customer Support
Outdoor & Trade Shows
Intellectual Property Buzz/Viral/Mass Opinion
Intelligence
Campaign Measurement • Social Reporting • Reputation Management • Segmentation &
Predictive Modeling • UI/UX Testing • Optimization • Progressive Refinement
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4. Cross-Channel Is (most often) A Paid Channel
• Print Advertising
• Advertising Networks
• Paid Search
• Affiliate Advertising
• Co-Op & Advertorials
• Sponsorships
• Specials & Coupons
• Outdoor & Trade Shows
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5. Are You Connected Across The Right Platforms?
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6. Are You Connected Across The Right Platforms?
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7. Media Digestion
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8. So Much Better?
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9. Status Quo
2000
600
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10. Businesses with 40+ different landing pages/offers generate
10X more leads than those with five or fewer landing pages,
and those with 200 or more total blog posts generate 3.5X
more leads than those whose blogs have 20 or fewer posts.
Econsultancy
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11. Transmedia
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12. Transmedia: Storytelling
SOCIAL/ MOBILE/
TRADITIONAL
ONLINE REAL WORLD
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13. Transmedia
Story Architecture
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14. Defining The Story Arch
PREP PRE DURING POST RETAIN
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15. Defining The Story Arch
MONTH MONTH MONTH MONTH MONTH MONTH MONTH
STORY ARCHITECTURE
PREP PRE DURING POST RETAIN
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16. Defining The Story Arch
MONTH MONTH MONTH MONTH MONTH MONTH MONTH
Platforms &
Tactics
STORY ARCHITECTURE
PREP PRE DURING POST RETAIN
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17. Defining The Story Arch
MONTH MONTH MONTH MONTH MONTH MONTH MONTH
STORY ARCHITECTURE
PREP PRE DURING POST RETAIN
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18. Defining The Story Arch
MONTH MONTH MONTH MONTH MONTH MONTH MONTH
v2.
OPTIMIZE
STORY ARCHITECTURE
PREP PRE DURING POST RETAIN
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19. Dwell Time Vs. Value
ADS ALTERNATES
POLLS
FACEBOOK
APPS
FACEBOOK MOBILE
GROUPS & TELEVISION/
COMMUNITIES PROMO ON-DEMAND
TWITTER MULTI
CHANNEL
BROWSER-BASED/
GAMING APPLICATION
UGC
MOBILE
ADS
BLOG
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20. Technology Vs. Usage Longevity
EVENT BASED TRANSIENT SOCIAL LIFESTYLE
TECHNOLOGY TECHNOLOGY TECHNOLOGY TECHNOLOGY
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21. Campaign Technology In Real-World Deployment
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22. Campaign Technology In Real-World Deployment
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23. Key Takeaways
• Deploy tactics to a story, not retrofit a story around tactics
• Deploy your technologies progressively over a timeline – DON’T FRONT-LOAD!
• Make sure that all your chosen platforms are telling the story
• Gauge you budgeting on user expected user participation
• Extend your digital efforts into the real-world consumer path
• Optimize, optimize, optimize!
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24. Questions & Answers
For more see: justicemitchell.com
Engagement: @justicemitchell
justicemitchell@gmail.com
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