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Crowd control merging media 2012

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  • 1. crowdcontrol Harnessing the masses for fun and profit.... GOMonday, November 5, 2012
  • 2. This talk will cover..... Crowd creation co-created projects crowd funding Chatting with Luke & Yomi Creating Rabid Fans Lets All Work Together The Money “Live” Case studies Audiences are often overlooked. Using Co-created projects can be intensive & This is the most talked about aspect of crowd Projects will be presented by: crowdsourcing techniques can help you to complex. But, when done well, can create an sourcing. When done well, it can be not only a Time Tribe by Lucas engage and capture your the imagination of unparalleled experience for creators and their money maker for the project but also a great Johnson (Silverstring Media), your fans by letting them be part of the audience. opportunity for audience building and project. marketing as well. Clockwork Watch by Yomi Ayeni (Expanding Universe)Monday, November 5, 2012
  • 3. Let’s talk about.... CrowdCreation Audiences have long been lost behind Nielsen ratings and other systems that create a barrier to real actual people. Now is our chance to break through that barrier and connect to living, breathing humans to build audiences by building them into the process. Some examples of really engaging your audience:Monday, November 5, 2012
  • 4. Let’s talk about.... CrowdCreation Audiences have long been lost behind Nielsen ratings and other systems that create a barrier to real actual people. Now is our chance to break through that barrier and connect to living, breathing humans to build audiences by building them into the process. Some examples of really engaging your audience: * I’m Here by Spike Jones * HUnger gamesMonday, November 5, 2012
  • 5. Let’s talk about.... CrowdCreation I’m Here {by Spike Jones}* .... *case study by Siobhan O’FlynnMonday, November 5, 2012
  • 6. I’m Here.... TheEnagagementStrategy Video Booth Confessional Ongoing Promotion Ongoing Pop-Up Screenings Online Virtual Cinema Pop UP Screenings Unconventional Screenings Teaser marketing Festival ScreeningsMonday, November 5, 2012
  • 7. Let’s talk about.... Hunger Games* CrowdCreation *case study by Siobhan O’FlynnMonday, November 5, 2012
  • 8. Hunger Games... Hunger Games cont...* BuildingAudience Fan Created work Official Sites *case study by Siobhan O’FlynnMonday, November 5, 2012
  • 9. Let’s talk about.... Hunger Games cont...* CrowdCreation *case study by Siobhan O’FlynnMonday, November 5, 2012
  • 10. How does it look when we .... CoCreate Co-created projects can develop an alchemy that wouldn’t be possible with only one voice. In many ways this is the most traditional form of storytelling ... collective voices coming together to recount, share and feed off of each other to create an experience.Monday, November 5, 2012
  • 11. How does it look when we .... CoCreate Co-created projects can develop an alchemy that wouldn’t be possible with only one voice. In many ways this is the most traditional form of storytelling ... collective voices coming together to recount, share and feed off of each other to create an experience. * Robot Heart Stories * Post SecretMonday, November 5, 2012
  • 12. Robot Heart Stories theOverview 42 Students Montreal and LA 2 Teachers 10 Stories 1 Rocket into space Robot Hearts Stories, a Reboot Stories prototype, is an experiential learning project that uses collaboration and creative problem solving to put education directly in the hands of students. It was developed and executed by Lance Weiler, Janine Saunders, Atley Loughridge and Ele Jansen. This fall, two classrooms, a continent apart, will work together to get a lost robot home, and they will need the audiences help. The project concludes with an actual space launch! That’s right the robot along with copies of the students stories and artwork will board a commercial rocket that is headed to the space station later this fall. {A} Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industrys standard dummy text ever since theMonday, November 5, 2012 release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including ve
  • 13. Robot Heart Stories storyco-creation experimental co-creation evolved* from a framework of.... The ARC The The The story’s A Robot reporting back about Earth & The The narrative the Humans that live Narrative call on it Theme Narrative prop Fish Out of Water Backbone ‘Share your passion Thread to propel Laika & A robot plush toy The robots journey education forward propelled the story bridged collaboration, forward & created story & curriculum. This consisted of Laika emotional connection. finding joy in what the kids are passionate about and then amplified that energy ** this evolution happened during and after the creation process rather than a pre-determined framework. See Ele Jansen {B}Monday, November 5, 2012
  • 14. Robot Heart Stories storyco-creation Co-designing a Curriculum Driven Story.. Narrative + game + education equals a curriculum based on playful, experiential learningMonday, November 5, 2012
  • 15. Robot Heart Stories Launchingintospace Laika was launched into space She took the kids artwork & stories with her ensuring a belief that these kids can do great thingsMonday, November 5, 2012
  • 16. Robot Heart Stories cooperationcollaboration Robot Heart Stories is a collaborative project through & through... Lessons learned: ideating The co-creative process evaluating should leave room for social commentary create {confidence} Still discovering share {intellectual property} mechanisms to trust {ethics} {B} IMG: Collaborative Tiers in Reboot Stories participatory projectsMonday, November 5, 2012
  • 17. Let’s talk about.... CrowdCreation Post Secret ... While not a traditional ‘entertainment’ project, Post Secret is a great example of creating a nuanced project in which the content is entirely crowd sourced. This project has been ongoing for years and has managed to create a heartfelt, funny, sad, and creative look at the human condition.Monday, November 5, 2012
  • 18. The money bit... Crowdfunding This is the ‘for profit’ bit. Let’s go through some numbers and then look at a company that has done this really, really well.Monday, November 5, 2012
  • 19. The money bit... Crowdfunding This is the ‘for profit’ bit. Let’s go through some numbers and then look at a company that has done this really, really well. * Stats overview * Patient 0 - A success story * A GraphMonday, November 5, 2012
  • 20. The Money. Statsoverview Kickstarter: http://www.kickstarter.com/help/statsMonday, November 5, 2012
  • 21. The Money. achartMonday, November 5, 2012
  • 22. The Money. AsuccessStory Patient 0... Patient 0 is a fully immersive live action real life, multiplayer, first person shooter, role-playing game. If you ever wanted to get off the couch and play your favourite first person shooter video game for real, this is the event for you. Patient 0 is the first game event by IRL Shooter and it will blow your mind.  From the moment you purchase your ticket, you will be taken on a journey into a completely realised universe of their design, culminating in you and 5 of your friends having to fight your way through a zombie infested building, solving puzzles, collecting information and trying to stay alive. Imagine the most realistic first person shooter video game, in real life.Monday, November 5, 2012
  • 23. The Money theCrowdsourcing AU$243,480 Actual Amount raised AU$10,000 Initial GOAL The Patient 0 team not only hit on a zeitgeist but also targeted core communities. According to an The Funding Launchpad, ‘Their marketing focused on reaching out to the online newsgroups, forums, and new sources they were already active in. They have also been very active in responding to emails, posts, comments, tweets, and other communications about their project.’ So, again, their targeted focus on their audience has, literally paid off for this savvy team. {A}Monday, November 5, 2012
  • 24. The Money theCrowdsourcing Posted on YouTube Posted on Pozible Promoted on Reddit, Facebook, Twitter, blogs, newsfeeds, etc. www.pozible.com/index.php/archive/index/6118/description/0/0Monday, November 5, 2012
  • 25. Patient 0 theMarketingCampaign Patient 0 was marketing completely through social media and word of mouth. audience was key to the marketing plan by turning them into advocates the patient 0 team answered every email, responded to every tweet, and kept the conversation alive on facebook, created an active forum on their website, developed an audience on youtube facebook was the key mode of communication & dissemination of information using free online tools was integral to maintaining this level of communication including Google Analytics & Hootsuite. their fundraising campaign on crowdsourcing platform pozible, which also served as marketing, crashed their site because after it was posted on reddit because of high traffic used a variety of techniques including give aways and opportunities for fans to add their own voice to develop a strong sense of connection to their audience and, therefore, an active & spreadable conversationMonday, November 5, 2012
  • 26. Patient 0 theMoney Patient 0 has been successful using both new business models as well as traditional means of revenue generation. One thing to note, for both Canadian and Australian producers, is that they have not used any public funds but have found other means to both raise the funds to develop the project and to make profits from it. Some of these include: ๏ Crowdsourcing ๏ Merchandise + Other Add Ons ๏ Ticket Sales ๏ Strategic PartnershipsMonday, November 5, 2012
  • 27. Let’s talk about.... Crowdfunding In summary, how to engage an audience, Patient 0 style... • Create a unique offering • keep your youtube page active • use social media • build advocates from your audience • find your audience & go to where they are • use free online tools such as Hootsuite, google analytics to track & engage with your audience • have passion for your project • be a part of the conversation • answer every single email • keep generating content • respond to every single tweet • include your audience in the process {B} • build a facebook communityMonday, November 5, 2012
  • 28. In conclusion.... Crowdsourcing So, to succeed with any kind of crowdsourcing: • find your audience. respect your • be realistic. how much time and effort audience. will a campaign be? Do you have the • be adaptable. plan in room for change. right team to do it? • Talk to your audience. Let them know • UNderstand your platforms. Make sure you are listening. content matches the platforms used. • show your audience your enthusiasm. • Leave room for your audience. Accept it is infectious. what they make in that space.Monday, November 5, 2012
  • 29. Many of these case studies can be found at: TMCresourcekit.com PROJECT It is a living website that will evolve as we add new case studies & resources over the coming year to build an extensive set of diverse case studies modeling unique and successful strategies in the digital sphere. created by The TMC Resource Kit was conceived, designed & developed by Dr. Siobhan OFlynn & Anthea Foyer. supported by The Canadian Media Fund {CMF} & Screen AustraliaMonday, November 5, 2012
  • 30. In conversation with... Yomi Aveni Lucas Johnson Clockwork Watch www.clockworkwatch.org Time Tribe hetimetribe.tumblr.com Yomi Ayeni is a storyteller, transmedia producer, Lucas is a writer, producer, and experience designer, filmmaker, and digital strategist. He creates and the founder of Silverstring Media. Very involved in participatory stories mapped to everyday life and the international transmedia community, Lucas has believes that people can be a delivery mechanic travelled across North America, spoken at - "people are the ideal platform through which we conferences, and runs the Transmedia Vancouver can seed interactive stories". Meetup here at home. Among other projects, hes co- founder of The Time Tribe, a time travel adventure In 2009, he successfully funded and produced game for kids, and focuses on creating projects that his first feature - Breathe, a series of interactive do more than just entertain -- stories have the power shorts delivered over a three week period where to change us for the better. participants became collaborators in a police investigation into several mysterious deaths. The story was told through Internet radio, live events, immersive role-play, user- generated content, social media platforms and film.Monday, November 5, 2012
  • 31. Get in touch ContactME Anthea Foyer Head Squid, Red Squid Lab email hello@antheafoyer.com Website antheafoyer.com twitter @antheafoyer @redsquidlab Red Squid Lab makes beautiful exeperiences using technology, compelling narratives across platforms, and starts conversations between strangers & friends – on and offline.Monday, November 5, 2012
  • 32. Thankyou!Monday, November 5, 2012