How to be a Super Producer
Who_Kirsty Hunter_Managing Director of The Project Factory UK_Leading UK Digital Media Executive_Emmy Award winning produc...
Who__The Project Factory_Award winning digital entertainment group_Offices in London and Sydney_Partner with IP owners esp...
Agenda__Super Producer and Multiplatform_Examples_Pick’n’Mix Exercise_Planning_Production_Scheduling Exercise_Commercialis...
Super Producer__Multi skilled                    _Skills may include..._Produces content across all         _Shooting vide...
The New Multi-Screen WorldUnderstanding Cross-Platform Consumer BehaviorMajority of media consumption is screen-based     ...
Super Producing__Multiplatform is anything involvingmore than one platform ie. TV, Web,Mobile, Social, Games, Tablet,Conne...
TV   Movie
Book   TV   Movie   DVD   Merchandise
Game      App        WebsiteBook      TV      Movie       DVD     MerchandiseYouTube        Twitter feed     Facebook Grou...
Virtual World       Podcasts         Map Game      App        WebsiteBook      TV      Movie        DVD     MerchandiseYou...
Virtual World        Podcasts         Map          Poetry Game       App        Website        Play      LectureBook      ...
Example_   http://www.channel4.com/programmes/the-plane-crash/articles/online-check-in
Example_  http://wearetelegraphhill.com/2011/11/24/hollyoaks/
Example_       http://youtube.com/youdrive
Your Favourites?_
Planning__   Ideas first, execution second_   Start with human behaviour, what can help you in your life?_   Nobody knows,...
Moodboards_ _   Collect pictures, sites, fonts, ideas     that relate to your project _   Work with designer to clarify id...
Wireframes_    _ Create on paper first    _ Use Powerpoint or Keynote to create    _ Easy to use libraries such as      Ke...
Site Maps__ Decide on the  pages in your  website/app_ Start on  paper_ Decide on  main  navigation_ Arrange into  site se...
User Journey__ Think about how your  audience will experience  your content_ Chart a typical user’s  journey through the  ...
Platform Map__ Similar to User Journey  but this maps your  platforms_ Brand is always at centre_ Platforms as satellites ...
Exercise_Pick’n’Mix__Goal: Conceive a multiplatformformat_Create lists of SUBJECTS, GENRESAND PLATFORMS_Break up in to sma...
Pitches_
Top Tips_Production__ Multidisciplinary teams_ Share assets across all platforms including people and editorial_ Physicall...
Writing for all platforms_  •   TV                                                                • Games        Shooting ...
Social Media_   _ Reserve your accounts early as possible during pre-production   _ Use for casting by piggybacking on Bro...
Facebook__Keep updates short & sweet. No more than two sentences._Ask for action. Pose a question or suggest viewers click...
Twitter__Tweet in your unique voice and give insider perspective helpsestablish your voice and authority._Use hashtags: Gr...
Apps_ _ Decide on whether iOS, Android, Blackberry, Windows   Mobile _ Partner with reputable app developer _ Negotiate te...
Preditors__Producing – Learn everything you can about projectorganisation, budgeting, directing talent and, in general,run...
Preditors__   Editing – Learn Final Cut Studio inside and out. Don’t stop at    editing. Make sure you know how to use Col...
Post Production Workflow_ _ Spend time at the start of the   project planning workflow _ Consider end deliverables _ Opera...
Lifecycles__   Understand how the project    plays out over time over all    platforms put side by side_   Usually split i...
Scheduling Exercise_Takeindividualplatformmilestonesand placeonProductionTimeline
Scheduling Exercise_
Commercialisation_   There are only two people who will pay              for your content;            your audience and   ...
Commercialisation__Digital and social media are known for their fragmentedand multiple revenue streams_ If you have less t...
AUDIENCE PAYSAudience Pays_          Transacon)                 Subscripon)Online&   For&access,&to&own,&to&     To&access...
NON-AUDIENCE PAYSNon Audience Pays_          Sponsorship)      Adver.sing)        Affiliate)          Infomediary)Online&   ...
Q&A
Kirsty Hunter      Managing Director (UK)       The Project FactoryEmail: kirsty@theprojectfactory.com Web: www.theproject...
X Summit: Super Producer
X Summit: Super Producer
X Summit: Super Producer
X Summit: Super Producer
X Summit: Super Producer
X Summit: Super Producer
X Summit: Super Producer
X Summit: Super Producer
X Summit: Super Producer
X Summit: Super Producer
X Summit: Super Producer
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X Summit: Super Producer

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Kirsty Hunter, UK MD of The Project Factory's 2 hour workshop from X SUmmit 2012, in Toronto, Canada. More on us at: www.theprojectfactory.com

Published in: Education

X Summit: Super Producer

  1. 1. How to be a Super Producer
  2. 2. Who_Kirsty Hunter_Managing Director of The Project Factory UK_Leading UK Digital Media Executive_Emmy Award winning producer_Formerly Head of Interactive at Lion Television_Past Mentor to AFI’s Digital Content Lab, Doc Campus_Sit on PACT’s Interactive Media Policy Group_Teach about Multiplatform at Indies Training Fund
  3. 3. Who__The Project Factory_Award winning digital entertainment group_Offices in London and Sydney_Partner with IP owners especially TV production companies_Specialise in social media, digital engagement, transmedia,games, mobile, digital strategy_Partners include ITV, Channel 4, Sky, BBC, RTL, PBS, ABC,Network Ten, Nine Network, Channel 7._Create and publish own IP including Facebook games,mobile games, transmedia formats
  4. 4. Agenda__Super Producer and Multiplatform_Examples_Pick’n’Mix Exercise_Planning_Production_Scheduling Exercise_Commercialisation
  5. 5. Super Producer__Multi skilled _Skills may include..._Produces content across all _Shooting videomedia platforms _Writing_Platform agnostic probably _Directingworking across Television, Web,Social Media, Mobile, Connected _ProducingTV, Apps _Video Editing _Project Managing _Community Management _Social Media Producing _Specifications _Idea Development
  6. 6. The New Multi-Screen WorldUnderstanding Cross-Platform Consumer BehaviorMajority of media consumption is screen-based 90% 38% of our daily media interactions are on smartphones of all media interactions are screen basedTelevision no longer commands our full attentionConsumers move between multiple devices to accomplish their goals 49% with 77 of the times that a smartphone % viewers watch TV, it is with another device 34% with a PC/laptopOnline shopping is a multi-screen activity http://services.google.com/fh/files/misc/multiscreenworld_final.pdf
  7. 7. Super Producing__Multiplatform is anything involvingmore than one platform ie. TV, Web,Mobile, Social, Games, Tablet,Connected TV_Audience is multi tasking, lookingfor multi-screen experience_Demanding content when theywant it, how they want it_The new super producer must beable to develop ideas and deliver forall platforms
  8. 8. TV Movie
  9. 9. Book TV Movie DVD Merchandise
  10. 10. Game App WebsiteBook TV Movie DVD MerchandiseYouTube Twitter feed Facebook GroupChannel
  11. 11. Virtual World Podcasts Map Game App WebsiteBook TV Movie DVD MerchandiseYouTube Twitter feed Facebook GroupChannel SMS MMS
  12. 12. Virtual World Podcasts Map Poetry Game App Website Play LectureBook TV Movie DVD MerchandiseYouTube Twitter feed Facebook Group RadioChannel SMS MMS Campaign Music Tour Partwork Exhibition Magazine Event Phone line Competition Video Infographic Interactive Billboard
  13. 13. Example_ http://www.channel4.com/programmes/the-plane-crash/articles/online-check-in
  14. 14. Example_ http://wearetelegraphhill.com/2011/11/24/hollyoaks/
  15. 15. Example_ http://youtube.com/youdrive
  16. 16. Your Favourites?_
  17. 17. Planning__ Ideas first, execution second_ Start with human behaviour, what can help you in your life?_ Nobody knows, don’t be intimidated by geekiness_ Respect technology_ Feasible vs Good ie. don’t do it just because you can_ Tools _ Moodboard _ Wireframes _ Mockups _ Site Maps _ User Journey _ Platform Map
  18. 18. Moodboards_ _ Collect pictures, sites, fonts, ideas that relate to your project _ Work with designer to clarify ideas _ Select a range to appear on your mood board _ Assemble in Adobe Photoshop or as a presentation in Powerpoint or Keynote _ Start a Pinterest www.pinterest.comRESOURCES • www.pinterest.com - Need an invitation to create account • www.adobe.com/downloads - Free 30 day Photoshop CS5 trial
  19. 19. Wireframes_ _ Create on paper first _ Use Powerpoint or Keynote to create _ Easy to use libraries such as Keynotopia, Keynote Kungfu _ More professional software such as Axure which outputs HTML _ Or work with designer, user experience expert who will create for youRESOURCES • www.keynotopia.com - $49 • www.keynotekungfu.com - $12 • www.axure.com - Free 30 day trial
  20. 20. Site Maps__ Decide on the pages in your website/app_ Start on paper_ Decide on main navigation_ Arrange into site sections_ Account for all pages
  21. 21. User Journey__ Think about how your audience will experience your content_ Chart a typical user’s journey through the content_ Show different entry points_ Be ready to talk about your exit strategy_ Can be charted or done with images such as photos
  22. 22. Platform Map__ Similar to User Journey but this maps your platforms_ Brand is always at centre_ Platforms as satellites around brand_ Can show how they correlate_ Demonstrates how audience engage with your brand
  23. 23. Exercise_Pick’n’Mix__Goal: Conceive a multiplatformformat_Create lists of SUBJECTS, GENRESAND PLATFORMS_Break up in to small groups_Pitch to group
  24. 24. Pitches_
  25. 25. Top Tips_Production__ Multidisciplinary teams_ Share assets across all platforms including people and editorial_ Physically locate teams near each other_ Have one senior staffer across all platforms_ Regular project meetings with all stakeholders_ BaseCamp or similar project management space_ Joint briefing of third parties i.e. Titles, Graphics, Archive_ Clarify sign off process i.e. overall executive in charge_ No one platform is more important, all deadlines are created equal_ Start with deliverables and due date and work backwards_ Create workflow especially for post-production_ Clear for all media in perpetuity for archive and get buyouts RESOURCES • http://basecamphq.com/ - Paid project management space • https://docs.google.com/ - Free shared documents space
  26. 26. Writing for all platforms_ • TV • Games Shooting Scripts • • Non linear structure • Paper Edits • Work with interactive writer • VO • Cut Scenes • Web • Audio • Conversational • Social Media • Informal • Create editorial voice • Usability ie. Click here for • Informal more on XXXXX • Helpful • Eyeline on page • Sharing • Mobile Apps • Concise ie. 140 characters • Concise on Twitter • Instructional • View on Mobile sized screenRESOURCES • http://www.useit.com/papers/webwriting/ - More on Writing for Web, Mobile, Social Media from usability guru Jakob Nielson
  27. 27. Social Media_ _ Reserve your accounts early as possible during pre-production _ Use for casting by piggybacking on Broadcaster account _ Establish editorial voice in keeping with show’s brand _ Upload ancillary content such as behind the scenes stills, videos, fashion tips, music details etc _ Link your presenter, cast etc profiles and accounts to yours _ Get presenter/cast retweeting and sharing your series messages _ Create 2Screen experience during TX with Twitter and Zeebox _ Understand usage: Twitter for real time, Facebook is a place to go _ Do take the Channel’s compliance and social media training coursesRESOURCES • http://www.tweetdeck.com/ - Allows multiple accounts at a time • https://dev.twitter.com/media/twitter-tv - Twitter on TV best practice • http://developers.facebook.com/ - Resources for Facebook developers
  28. 28. Facebook__Keep updates short & sweet. No more than two sentences._Ask for action. Pose a question or suggest viewers click “Like”._Post no more than two status updates per day. Track whattimes of the day your fans are most active, and post then._Facebook and its members love rich media. Think hard aboutways to incorporate photos and videos into your newsfeed._Don’t be afraid of a little controversy. Ask polarising questions– it provokes interaction._Be human! People come to Facebook to interact, not buyyour product._Repeat Yourself: Identify the topics and types of media thatyour fans engage with most, and repeat regularly._Answer comments and Wall posts, show you care.
  29. 29. Twitter__Tweet in your unique voice and give insider perspective helpsestablish your voice and authority._Use hashtags: Groups Tweets around a topic or conversation._Live-tweet: Draws audience in, encourages tune in_Break news: Tweeters want to be the first to know. Controlannouncements._Share special content and give unique access: Share contentthat cant be found anywhere else fot real-time buzz and RTs._Add photos: Easy to share, viewed easily on web and mobile._Reply & ask questions: If your followers ask you a questionthat you can answer, respond!_Mention other high-profile accounts: If your co-stars, orpeers are on Twitter, @ mention them to start a publicdialogue.
  30. 30. Apps_ _ Decide on whether iOS, Android, Blackberry, Windows Mobile _ Partner with reputable app developer _ Negotiate terms for revenue _ Apple take 30% upfront _ Android app stores are the “Wild West” not as much revenue _ Consider use, could you have a mobile optimised site instead _ Create wireframes, user journey with developers _ User test across all devices _ Usually broadcaster is the publisher in iTunes _ Consider ongoing updatesRESOURCES • http://www.appdata.com- View data on existing apps • https://testflightapp.com/ - Share apps when in testing phase to approved group
  31. 31. Preditors__Producing – Learn everything you can about projectorganisation, budgeting, directing talent and, in general,running an efficient location or studio shoot. Considershooting on Canon 5D or HD so can screen grab stills_Production/camera – Learn to be a one-man-band onlocation and in the studio. If you have a crew – great. But,you personally need to understand lighting, sound andthe basics of cinematography. With the new file-basedtechnology, this includes camera-specific data wranglingfunctions Source: Oliver Peters, http://digitalfilms.wordpress.com/2011/05/13/rise-of-the-preditor/
  32. 32. Preditors__ Editing – Learn Final Cut Studio inside and out. Don’t stop at editing. Make sure you know how to use Color for grading and Soundtrack Pro for mixing and Compressor for exporting._ Finishing/graphics – Since After Effects is the tool of choice for many, you really need to understand how this application works and how to get from FCP to AE and back._ Encoding/delivery – This is the last stage and more delivery is file-based than ever before. You no longer have a duplication technician or VTR operator to fall back on. It’s just you. So this means you need to understand how to encode for the web, DVD, Blu-ray and various other client deliverables. Source: Oliver Peters, http://digitalfilms.wordpress.com/2011/05/13/rise-of-the-preditor/
  33. 33. Post Production Workflow_ _ Spend time at the start of the project planning workflow _ Consider end deliverables _ Operate off EditShare or similar _ Share projects _ Test encodes for client _ Send via wetransfer or Dropbox for reviewRESOURCES • www.sorensonmedia.com/Squeeze - Encoding software • www.apple.com/finalcutpro/compressor/ - FCP friendly encoder • www.wetransfer.com - Send clients files up to 4gb • www.vimeo.com - Create private Vimeo accounts for clients
  34. 34. Lifecycles__ Understand how the project plays out over time over all platforms put side by side_ Usually split into Pre TX, TX and Post TX_ Each platform will have different milestones which all need to be delivered by team
  35. 35. Scheduling Exercise_Takeindividualplatformmilestonesand placeonProductionTimeline
  36. 36. Scheduling Exercise_
  37. 37. Commercialisation_ There are only two people who will pay for your content; your audience and those who want access to your audience
  38. 38. Commercialisation__Digital and social media are known for their fragmentedand multiple revenue streams_ If you have less than six revenue streams for yourcontent, you are probably missing out_ There are two ways to generate revenue:1. Getting the audience to pay for content2. Giving away the content, getting a third party to pay.
  39. 39. AUDIENCE PAYSAudience Pays_ Transacon) Subscripon)Online& For&access,&to&own,&to& To&access,&to&listen/view,&to& download,&to&listen/view& get&updates&or&specials&Mobile& Apps&sales& Songs/album,&updates,& Content&sales& Ongoing&releases&Games& To&access,&to&own,&& Access,&rent,&& to&upgrade& membership&Social& Membership&(access)& Ongoing&access,&& Specials,&early&release& special&news/updates&
  40. 40. NON-AUDIENCE PAYSNon Audience Pays_ Sponsorship) Adver.sing) Affiliate) Infomediary)Online& Best&model.& Works&at&high& Easier,&adds& (Can&be&seen&as& Works&well&for& volumes&of& benefit,& sleazier)&&data& niche& viewers/linear&& controllable& driven&Mobile& Very&good.& Growing,&good& Closed& As&above& Needs&audience& response&rates.& ecosystems,& awareness& Limited&real& mCommerce& estate&Games& Good.&MulJple& Ok,&but&need&to& Good&–&notably& Data&can&be& possible.& show&benefit& for&other&games& interesJng...& (oKen&ignored)&Social& Less&trusted&but& Volumes&drive& OKen&through& See&Online&(a&bit& works&for&niches& success,&but& adverJsing&or& sleazy)& response&low& social&games&
  41. 41. Q&A
  42. 42. Kirsty Hunter Managing Director (UK) The Project FactoryEmail: kirsty@theprojectfactory.com Web: www.theprojectfactory.com Twitter: Kirsty_Hunter

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