• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
AIDC Convergence, Multiplatform and Documentary Makers
 

AIDC Convergence, Multiplatform and Documentary Makers

on

  • 1,047 views

Presentation to Australian International Documentary Conference as part of the Totally Convergent session. ...

Presentation to Australian International Documentary Conference as part of the Totally Convergent session.

Looks at telling story across multiple platforms, the business models, some example and some quick learnings

Statistics

Views

Total Views
1,047
Views on SlideShare
1,034
Embed Views
13

Actions

Likes
0
Downloads
10
Comments
0

6 Embeds 13

http://tryingtobeisnoteasy.blogspot.com 5
http://www.lmodules.com 2
http://www.slideshare.net 2
http://tryingtobeisnoteasy.blogspot.co.uk 2
http://www.linkedin.com 1
http://tryingtobeisnoteasy.blogspot.com.au 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • - relevant cross-platform concepts - know your audience and set your expectations- the ladder of engagement across different demographics and narrative options- commercialising the online experience - can it be done successfully and how? - right issues in sharing content - don't panic!- interactivity - much more than DVD extras and online video
  • - relevant cross-platform concepts - know your audience and set your expectations- the ladder of engagement across different demographics and narrative options- commercialising the online experience - can it be done successfully and how? - right issues in sharing content - don't panic!- interactivity - much more than DVD extras and online video

AIDC Convergence, Multiplatform and Documentary Makers AIDC Convergence, Multiplatform and Documentary Makers Presentation Transcript

  • Building the (digital) bridge
    Your audience is moving, get in front of them in new and commercially viable ways
  • Attention has changed
    Multitasking
  • Publish a blog
    Publish your own Web pages
    Upload video you created
    Upload audio/music you created
    Write articles or stories and post them
    Post ratings/reviews of products/services
    Comment on someone else’s blog
    Contribute to online forums
    Contribute to/edit articles in a wiki
    Use RSS feeds
    Add “tags” to Web pages or photos
    “Vote” for Web sites online
    Maintain profile on a social
    networking site(s)
    Visit social networking sites
    Read blogs
    Watch video from other users
    Listen to podcasts
    Read online forums
    Read customer ratings/reviews
    The Participation Pyramid
    Source: The Impact Of Emerging Technology On Consumer Behavior And Marketing Strategy – Forrester
  • Ladder of Participation
    Creators make content. They write blogs or upload video, music, or text
    Creators
    26%
    Critics respond to content from others. They post reviews, rate things, comment on blogs, participate in forums, & edit wikis
    Critics
    35%
    Collectorsorganise content for themselves & others using RSS feeds, tags & voting sites like Digg
    Collectors
    16%
    Joiners connect in social networks like Facebook, Linkin
    Joiners
    45%
    Spectators consume content including blogs, user-generated video, podcasts, forums, or reviews
    Spectators
    63%
    Inactives neither create nor consume content of any kind
    Inactives
    24%
  • 360 is a misnomer
    Sometimes it’s 180, sometimes 270, sometimes here and there
    Sometimes it starts as a broadcast and bleeds into other areas
    Sometimes there is no TV or it is really just the promotion for online
    Sometimes, we’re seeing, the multiplatform is so good it migrates to TV
    Explore, play, discover – view it as more ‘game’ like
    Think of participatory elements, wrap a drama around the story, let the viewers participate virtually or even for real (ARG)
    Let them take the experience (or some part of this) with them
    Engage them, and they will bring you their community
  • Business models less clear
    Multiplatform = multiple commercial models
    Key Seven:
    Sponsorship
    Banner Advertising
    Text Advertising
    Subscription
    Transaction
    Affiliate marketing
    Extension/upgrade
    Freemium options on most of these
  • A multiplatform journey
    Mobile
    Snippet
    Snippet
    Snippet
    Snippet
    Alert
    Alert
    Alert
    Alert
    Play
    Play
    Play
    Respond
    Online
    Background, research
    Video and links
    Information gathering, online participation
    Follow-up
    Broadcast
    Episode
    Episode
    Episode
    Episode
    Discover
    Join/Share
    Social
    Play
    Play
    Share
    Share
    Explore simulation
    Virtual
    Participate (virtually)
  • A commercial journey
    Mobile
    Application Purchase
    Relevant Sponsorship
    Episodic Subscription
    Online
    Enhancement
    Relevant Sponsorship
    Promotion
    Affiliate Marketing
    Broadcast
    Content sales on other platforms
    Relevant advertising
    Social
    Enhancement
    Virtual Currency
    Relevant Sponsorship
    Virtual
    Participation Purchase
    Enhancement
  • It’s about the story we’re telling
  • Some numbers
    255,000
    video views on main website
    750,000
    viewers on Channel 4
    double the audience for the slot
    40% players
    were target audience
    (UK teens)
    42m
    games played
  • Where can you afford not to be?
    Increase interest
    Increase revenue
    Increase attention
    More measurable
    More scalable
    More repeatable
    Multi-platform
    Each action influences
    each environment
    Consistent Experience
    Crossing boundaries
    online
    mobile
    games
    social
    virtual
  • Digital: a new canvas
    Painting in 3D for a 3D world