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Understanding the audience - Coggle Diagram
Understanding the audience
Identifying your audience
Media Consumption
Technology
Socio-economic
customer segments
audience relationship to the client
Engagement
“Being in the moment”. It means focusing on something to the exclusion of all else
• Engage – create curiosity and suspense
• Involve – create compelling characters
• Extend – direct audience within and across media
• Surprise – keep audience on the move
• Reward – make it worthwhile.
Player types
four kinds of playes
Socializers – like hanging out with other people
Explorers – like discovering new parts of the world
Achievers – like doing this that achieve defined goals such as leveling up, gaining points etc
Killers (also known as Griefers) – like to dominate and upset others!
four keys to unlocking emotion
Easy Fun - players who enjoy intrigue and curiosity.
Serious Fun - players who get enjoyment from their internal experiences in reaction to the
visceral, behavior, cognitive, and social properties.
Hard Fun - players who like the opportunities for challenge, strategy, and problem solving.
People Fun - players who enjoy using games as mechanisms for social experiences and enjoy the
social experiences
Motivation
Extrinsic
Consider badges and rewards in the following ways. To
Signal what’s possible, what’s expected and how to get the best experience
Incentivize good behavior
Reward loyalty and “personal development”.
Types
Signaling
Incentivizing & rewarding
Badges categories
Hotel badges these reward loyalty and community contribution
Character badges these reward community contribution and multi-platform engagement
Game badges these reward quest completion, activity, achievement and excellence.
Intrinsic
we must design experiences that satisfy core human
needs
• Significance (special, important, unique)
• Certainty (comfort & control)
• Variety (surprise)
• Connection (love)
• Growth (learning, mastery)
• Contribution (giving back).
innate psychological needs as the basis for self-motivation
• Competency - to be in control and seek mastery
• Autonomy - to be free to act
• Relatedness - to feel connected to others.
Fogg's behavour model
Ability
This means you can make the activity easy to do or you have to train/prepare them
Triggers
is some form of call to action
Motivation
Sensation (pleasure or pain), anticipation (hope
or fear) and social cohesion (acceptance or rejection).
Measuring engagement
Effectiveness of content
Forrester Research identifies four measures for engagement with media content50: involvement,
interaction, intimacy and influence.
The toglle switch model
a story-experience can be divided into scenes
scenes can be grouped into two types: plot advancement and worldbuilding
scenes are made up of smaller units of interactive drama called beats
Typical experiencee metrics
Typical metrics will be number and timing of registrations by hour of day and day of week