AIDC Convergence, Multiplatform and Documentary Makers

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
Promotion
Affiliate Marketing
Broadcast
Content sales on other platforms
Relevant advertising
Social
Enhancement
Virtual Currency
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

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AIDC Convergence, Multiplatform and Documentary Makers

by Jennifer Wilson on Feb 28, 2010

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AIDC Convergence, Multiplatform and Documentary Makers — Presentation Transcript