Arresting Audiences, Co-creating Communities, Transmedia Storytelling

ARRESTING AUDIENCES
CO-CREATING COMMUNITY
Familiarity Breeds ‘Content’

ARRESTING AUDIENCES Melbourne 24 Sep 2010
by Gary Hayes CCO MUVEDesign & Founder StoryLabs
@garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com

Content developer, consultant, service director
•95- 04 UK, BBC Senior Dev Producer - Social Interactive TV
•03-05 US, Interactive TV Producer
•05 - 10 LAMP Advanced Media Production @ AFTRS
•05 - Lecturer Multi Platform Production MetroScreen, AFTRS etc:
•05 - Personalizemedia Power 150 Media/Marketing Blog
•06 - MUVEDesign (Alternate & Augmented Reality, Virtual Worlds)
•10 - StoryLabs (Oz, US, UK, Canada)


BRIAN SETH HURST US
BROOKE BURGESS Canada EVAN JONES Canada
MARISSA COOKE Australia ALEX MAYHEW Canada
SEAN COLEMAN UK LAUREL PAPWORTH Australia
MATT COSTELLO US ROBERT PRATTEN US
KELLY CHAPMAN Australia NEIL RICHARDS UK
SOHAIL DAHDAL Australia JIM SHOMOS Australia
SIOBHAN O’FLYNN Canada MAURICE SUCKLING UK
GUY GADNEY Australia DAVID VARELA UK
BRENNA HAJEK HUMPHREYS US TONY WALSH Canada
NATHANIEL HANSEN US TIMOTHY WILDE Australia
GARY HAYES Australia JENNIFER WILSON Australia
TIM WRIGHT UK

Join the growing network of new storytellers
at network.storylabs.us

Talk Synopsis
Why? Networked Media StoryTelling
Audience becomes User Community
Step 1 - Nurturing Your Audience
Step 2 - Networked Media StoryTelling
- “From Small Acorns” Case Studies Part 1

“Case Studies Part 2 - during the pre lunch panel

These slides will be up on slideshare at
http://www.slideshare.net/hayesg31


First a Quick Survey
Put hand up if YOU and/or your FILM or OTHER project

Have a dedicated Facebook Page
If you regularly use Twitter
If you have a dedicated YouTube Channel
If you regularly update a blog
If you are a LinkedIn member
Hands down
Hands up - If you are on all of the above?!


Here arrives everybody


Inﬂuence - trends


The Music Industry Decline - Film and TV next?


Whereʼs the Audience Going?
Tim Kring - writer, producer Heroes, Crossing Jordan

http://www.nbc.com/heroes/evolutions/

Whereʼs the Audience Gone?

Banff TV producers eye ways to woo viewers
Group looking to draw audiences back from online By Etan Vlessing

BANFF, ALBERTA -- Nathan Mayfield, founder of Australian cross-
platform producer Hoodlum, recently took a phone call from a North
American broadcaster asking him to locate and recapture lost TV
audiences online.

"He said, 'Our TV show just went to air, we've lost half the audience,
and I can't find them elsewhere in the ratings,' " he recalls.

"It's all about driving audiences back to TV, and not ignoring them
when they go online," Mayfield said.


Facebook - a new territory bigger than the US

Now 550 000 million


In 2 years Facebook overtakes Google and be aware of geosocial growth

the power of community
checkin for any event &
location based service


Why do you need your own creative community?

Online community members
•visit Web sites nine times as often
•stay five times as long
•represent 65% of sales
source: McKinsey & Company (ht Laurel Papworth)


Social Networks not just for “them geeky young folk”

Twitters users, on average, are 39 years old
Linked in average age 44
Half of those between 50 and 64 years of
age have at least one social media account.
(Source flowtown)
U.S. users currently spend 23 percent of
their time on the Internet using social
networking platforms.
(Source Nielsen)
Today's average gamer is 34 years old & has
played games for 12 years
More than a quarter of the gaming
population is over 50.
(Source Entertainment Software Association)


Facebook & Twitter conversation

“So, 21.5 million Australians. About 11 million to date are on Facebook with over 8 million “active” monthly (March 2010). How many
Australian brands have “set up shop” to access Australian Facebookers do you think?” Laurel Papworth

Australian Facebook Fanpages by Member Numbers
1. ACDC 1,950,000
13. Steve Irwin 204,000
2. Bananas in Pajamas 1,132,000 (others include BiP 643,000)
14. Mr Squiggle 200,000 ABC TV?
3. NZ Flight of the Conchords 726,000 and here 93,000
15. Hillsong 198,000
4. Hamish & Andy 648,552
16. Hugh Jackman 191,000
5. Hey Hey It’s Saturday 432,000
17. Nick Cave and the Bad Seeds 182,000
6. Australia Tourism Australia 372,000 fans unofficial 169,000
18. Triple J 178,000
7. Peter Andre 364,000 from Australia’s New Faces, then Britain
19. Bonds clothing 175,000
8. Ugg Australia 330,000
20. Stephanie Rice swimmer 168,000
9. Billabong Girls 290,000
21. The ANZACS 150,000
Billabong 200,000
22. Fifa World Cup Bid 138,000
10. Pringles 261,000
23. Home and Away 138,000
11. Bubble O Bill’s Icecreams from Streets 260,000
24. State of Origin 138,000
12. Kylie Minogue 206,000 (spelt Kyle in URL)
25. Vegemite 133,000 and Vegemite on Toast 105,000 (unofficial)

http://laurelpapworth.com/fanpages-list-of-top-100-australian-facebook-fan-pages/


Facebook Fan Pages - Top Australian Film?
38. The Hangover movie 62,000 from Mab

126. Filmmakers Australia 6,700

76. Paranormal Activity (ﬁlm) Australia 19,000

114. Avatar Australia 9,000

http://laurelpapworth.com/fanpages-list-of-top-100-australian-facebook-fan-pages/

Misperception of Communities
1. They are external, out there


Mis-interpretation of Communities - 2. Complex, Suffocating


Distributed communities - you & your projects embedded


Ways to Engage Audiences in Professional Productions


Small Screen, Big Connections Panel

Panic Attack
•Fede Alvarez's short film "Ataque de Panico!"
has been offered a $30m (£18.6m) contract to
make a Hollywood film.

•Sponsored by director Sam Raimi, Spiderman
•It is 4 mins 48 seconds long and was made on
a budget of $300 (£186).

•It has had more than 6.1 million views on
YouTube.


Does social media work?



Making Social Media Work
Two simple steps for ‘professional’ creators

1 Become a trusted member in
communities of shared interest

2 Create relevant, needed, valued, socially
engaging, content for your community of
collaborators


Continuous Facebook & Twitter conversation


BUILDING YOUR COMMUNITY
Imogen Heap - delivering the new creative business model
SIMPLE STEPS
1.Build conversation around the 2 year
making of your album
2.She now has 1.5 million Twitter & 400 000
Facebook Page followers
3. Get personal with 40 Episodes - a
YouTube vLog that documents progress -
channel views 1.2 million & each vLog with
up to 150k views each
4. Involved - fans submitted images via flickr
to include on the album covers
5. Their creativity - Released raw assets of
one song which had hundreds of
professionals and amateurs doing remixes
6. Live chat on the Heap Cafe, a UStream
weekly event
7. Live tweet-ups and special concerts eg:
Twestival & iTunes Festivals

Result - before its official release it was
already in the top 40 on iTunes. On its
release it entered the US charts at number 5
and eventually topped the iTunes chart in UK.
http://deepdivemarketing.com/2009/07/20/the-new-music-business-model-imogen-heap/

A reminder...


You & your projects embedded in distributed communities

Quote time :)

You shouldn’t be asking do I need a community but
what will happen if I don’t have one!

Think of creating a community of interest around
yourself not as a quick hit business model but a
long term investment in your creative sustainability

Ask not what your community can do for you but
what you can do for each other

Gary Hayes 2010


Engaging with TranSocialMedia Community by Gary Hayes 2010
A simple decision tree for content makers trying to connect themselves and their 'relevant' content with networked media communities

Find existing Do you already have Twelve Engagement Types
communities of No Option 1 existing Fanbase
interest or Community? 1 Keep them 2 Release teasers
No Option 2
Find related updated about webisodes of
communities your latest works your project
& members No Option 3

Build it 3 Give away free 4 Let them re-mix
Yes Limited
yourself content & invite or mash-up new or
Time &
Resources? them to events existing content
Do you
understand how
Create a community hub
the Social Web
works? 5 Get them 6 Ask them to
involved in your write / produce
No Yes research key elements
Begin to Engage
YOUR community Open for
with your Innovative Input?
Join, watch, Find a need for & & original content 7 Cast the 8 Get them to
listen, value in your audience using produce a final
understand content online auditions work themselves

Time for
Networked 9 They interact
Rate, R U known as an Media? 10 Extend your
comment, with characters
No influencer by story into 'their'
connect, written across
the community? Loop until mobile world
refer Social Web
appropriate
community size
Yes
11 Let them ‘play’
12 Design so they
inside your large
Become a are the hero /
multi platform
trusted Create seed Discuss / share protagonist
narrative work
voice in content for that yours & their
those group content
groups

www.personalizemedia.com www.storylabs.us www.muvedesign.com www.garyphayes.com

Large rez version available at: http://www.ﬂickr.com/photos/garyhayes/5019110343/lightbox/

Do you already have
o Option 1 existing Fanbase
or Community?
No Option 2

No Option 3

Build it
Yes Limited
yourself
Time &
Resources?

munity hub

Begin to Engage
YOUR community
by Gary Hayes CCO MUVEDesign & Founder StoryLabs Open fo

Beware of not being Trusted?

Social media is about - representation, responsibility and
respect and good social media is like a great dinner party with
great food, great guests and great conversation.
Kristen Boschma, Telstra’s Head of Online Communications and
Social Media

•Although social media is cheap, it is also resource intensive,
which is why you need to be strategic about how to best use
your resources.
•The ABC blog, which has become a primary channel to
distribute press releases.
•The ABC has an impressive 438 accounts across Facebook and
Twitter.
•People can sniff spin. And the beauty of social media is
they will tell you
Liz Green, ABC TV’s Digital Communications Marketing Manager

source: cellophane.thecword.com.au/


Sometimes Trust is Transferred
Enzo Tedeschi & Julian Harvey wanted
to raise money for their first feature but
they couldn't pretend anyone would get
their money back.

"The internet's great because we can
directly connect with our audience and
find our audience online," said Tedeschi.

Tedeschi discovered with his last
documentary, Food Matters, that not only
did the film pop up on illegal networks
within a month of its release but,
counter-intuitively, legitimate sales then
spiked. They realised embracing the
online audience, legal or not, would only
David Lynch, who was a trained artist increase viewers.
before he turned to making films, has
produced a self-portrait which any fan Tedeschi noted research showing
who is willing to donate $50 (£33) to a people who download or share music
documentary about his life and work, will illegally are three times as likely to
be sent as a gift. buy music legally, but "it's an
impossible thing to quantify."

http://www.theaustralian.com.au/news/nation/ﬁlmmakers-build-funds-frame-by-frame/story-e6frg6nf-1225887772120

Beware of not being Trusted?

Using Online Games to Get Movie Audiences Involved

“We’re actually driving people into seats” said Jason Yim, of Trigger, a digital
marketing agency that counts Lucasfilm and Cartoon Network as clients.

An iPhone game designed to promote a movie comes with an added element,
an exclusive level that you can use only inside a theater on opening
weekend. ‘Successful movie games get over a million to 10 million plays’, he
said ‘movie-related iPhone apps can be downloaded in 100 000s”

BUT

“The user are sophisticated and can spot games that exist only to sell
something” said Oren Aviv, Disney’s former president for production and
marketing. “The challenge is to make these kinds of efforts feel organic”

http://www.nytimes.com/2010/05/17/business/media/17salt.html?_r=1

- “From Small Acorns” Case Studies Part 1




Level 1 - Limited Time & Resources?
1.INFORM - Keep them updated about your latest works
2.TEASE - Release teasers, webisodes of your latest project
3.FREE - Give away free content and invite them to events
4.PLAY - Let them remix or mash-up new or existing content

Level 2 - Open for Input?
5.INVESTIGATE - Get them involved in your research
6.CREATE - Ask them to write / direct key elements
7.INVOLVE - Cast the audience using online auditions
8.PRODUCE - Get them to produce a ﬁnal work themselves

Level 3 - Time for Networked Media StoryTelling?
9.DIALOGUE - They can interact with characters written across the social web
10.GO TO THEM - Extend your story into ʻtheirʼ mobile world
11.PLAY - Let them play inside your large multi-platform narrative work
12.BE THE HERO - Design it so ʻtheyʼ are the protagonist on the heroes journey



Level 1 - Limited Time & Resources?


1.INFORM - Keep them updated
about your latest works

The Cosmonaut


2. TEASE - Release teasers,
webisodes of your latest project

Mob Mentality
Mob Mentality is the world’s first crowd-driven web series. It is being created by an open collaboration of
artists from all over the world, and you, the audience, are invited to participate.
Participants become part owners of the finished episodes and receive a permanent revenue share and
exposure! MoviePals has already obtained international press and millions of website visits.
Like blurred faces in a passing mob, Mob Mentality begins with a jolting leap into the lives of seemly disconnected characters. A cubical hating programmer collides
with an aging actress mourning the loss of her ‘day job’. A jaded video blogger records his dark philosophies while a gang of cyberpunks plot retribution following a
government raid.


3. FREE - Give away free content
and invite them to events

Paranormal Activity & Blair Witch
Blair Witch - Prod Budget $600 000 Box
Office WW $248 million
Paranormal Activity - Production Budget
$11 000 Box Office WW $ $193,770,453

"The power of community is so much
more impactful than the power of a few
select people."
Amy Powell, EVP of interactive marketing at Paramount
Pictures

•More than 25 international paranormal
fan pages with over 1 million fans
“The fans have really made this their film •Limited screenings
and they are doing the bulk of the work to •Parties, upload reaction photos
market the film” •Paranormal activity 2 out Oct 22
- Megan Colligan, co-pres of marketing for Paramount


4. PLAY - Let them remix or mash-up
new or existing content

When mash-ups become bigger than the sum...

The 24-minute documentary “Walking on Eggshells” by Jacob Albert,
Ryan Beauchamp and Brendan Schlagel




Level 2 - Open for Input?


5. INVESTIGATE - Get them
involved in your research

Life in a Day - YouTube
Life in a Day (24 July 10)
Crowdsourced doco by Ridley Scott.

•Total number of submissions 80,000
and representing 197 countries, in 45
different languages. 4 600 hours
•If your footage is in the finished film
will be credited as co-directors
•20 of these contributors will go to the
2011 Sundance Film Festival


6. CREATE - Ask them to write /
direct key elements

Fanisodes “People Powered Entertainment”
Showtime’s ‘L Word’ have allowed viewers to write the episode
Ratings went up by 51%
The site logged 175,000 visits and over 3,000,000 page views.
“After seven exciting rounds,
1,258 scene submissions and
over 124,000 votes and 30,000
comments, almost 20,000
L Word fans have collectively
created the worldʼs very ﬁrst
Fanisode”


6. CREATE - Ask them to write /
direct key elements

The Mongoliad - Collab Fiction
The Mongoliad is an experiment in fiction and technology... may be "the future of the novel."
Published weekly chapters that has associated discussions and other ways for readers to interact with each
other and with writers
A user-editable 'Pedia with information about Foreworld - related topics, general-purpose user forums
Soon easy ways for people to contribute their own stories, art, and music to our shared Foreworld experience.


8. PRODUCE - Get them to produce
a ﬁnal work themselves

RadioHead CrowdSourced Film
Homepage of the film, it is “by the fans for the fans, please share and enjoy.”
62 fans filmed a Radiohead show in Prague using various handheld devices.
They combined their footage and edited it together into a two-hour film of the concert.
Radiohead gave the fans high-quality concert recordings




Level 3 - Time for Networked Media StoryTelling?


9. DIALOGUE - They can interact with
characters written across the social web

The Event


9. DIALOGUE - They can interact with
characters written across the social web

TV characters blogging - ht Dan Taylor BBC fabricoffolly.com

Nigel Blog Show: Crossing Jordon Schrute-Space Show: The Office Natalie's Blog
http://blog.nbc.com/nigelblog/ http://blog.nbc.com/DwightsBlog/ http://www.usanetwork.com/series/
monk/webexclusives/blogs/teeger34.html

The Nurse's Station Show: Grey's Anatomy Hiro's Blog Show: Heroes Jessica's Reflections Show: One Life To Live
http://www.seattlegracegossip.com/og/ http://blog.nbc.com/hiro_blog/ http://www.jessandtess.com/
Margenes-Blog/700000143


10. GO TO THEM - Extend your
story into ʻtheirʼ mobile world

Dexter ARG - Locative Hunts, Interest between seasons
•Combination of real world locative treasure
hunts, blogs, websites, forums, videos, twitter
riddles, DM’s, voice mails,
•Began with a hunt on SCVNGR (a mobile
treasure hunt app)
•A special sleep analysis website
•Clues point to a twitter user urnameurlife
•A lady called “Serial Huntress” has setup a
website for crowd sourcing serial killer
convictions.
•You are asked to help close the infinity killer
case.
•Playing the game you have been unlocking
exclusive content when fans got 100,000
recorded “kills” through the SCVNGR app they
unlocked the series five trailer
•note FB connect
Other SCVNGR events (via Wired):

• Help Vince: a game for the New England Patriots challenges in the Boston area to unlock a riddle and help Vince Wilfork recover his stolen Super Bowl ring.
• Dexter Game On at Comic-Con: Completing Dexter-themed challenges, recorded as “kills,” players could cash points in for Dexter swag.
• The goSmithsonian Trek: Played out in July, participants visited nine Smithsonian museums and competed for an Apple iPad.
• Inception: A series of challenges for the film involved unique tasks at the tallest buildings in the 100 largest cities in the United States and at movie theaters.


11. PLAY - Let them play inside your
large multi-platform narrative work

http://www.nbc.com/heroes/evolutions/
Heroes
Heroes the most downloaded/bit torrented show in history
Heroes 360 Evolution prime time Emmy
Hana Gitelman an exclusive online character - she contacted users via text and email daily
Encouraged them to hack into a website Primatech Paperto find clues
When she reappeared in the show later the online community felt respected as they knew her back story
Two months from Jan 2007 the Heroes 360 experience had more than 48 million page views and 27 million
video downloads


11. PLAY - Let them play inside your
large multi-platform narrative work

Conspiracy for Good ARG - by Tim Kring & Company P

Half a million CFG casual games and apps
downloaded from Nokia store
Over 4,000 dedicated players joining the global
movement.
Real charities woven into the main narrative
“Social Benefit Storytelling” - Brian Seth Hurst
Result in 50 scholarships being provided for
young women in Africa
Five libraries will be stocked with more than
10,000 donated books
Also Kids Company, Doctors of the World, and
READ International.
"We had a team of more than 130 experts
working behind the scenes in five countries
across three continents making sure that this
was the best entertainment experience possible
and to ensure the charity causes were the true
heroes of this immersive story." Tim Kring


12. BE THE HERO - Design it so ʻtheyʼ are
the protagonist on the heroes journey

CSI episode - ending leads you into Social Game World
Anthony Zuiker - “The future of television in my opinion really is television, mobile, gaming and Internet. If I can incorporate all four of them with the
television show as a center conduit, what will happen is that you’ll have the younger generation teaching their parents how to do this.”

Over the evening 17,000 per
hour at peak streamed into
Second Life to continue the
narrative


Summary
Two simple steps you need to take now to both prepare for
your own creative future, relevant and sustainability

1 Become a trusted member in communities of shared
interest

2 Create relevant, needed, valued, socially engaging,
content for your community of collaborators

These slides will be up on slideshare at
http://www.slideshare.net/hayesg31


Small Screens
Big Connections
and
A very few examples (lack of time)
Australian Social Media Entertainment


Glee iPad App by Smule
•“built from the ground up (iPad & iPhone) to be a very social experience”
•You can sing along with the Glee voices - auto harmonized & mixed
•You can then share the tune with your Facebook friends or with other people in
the Smuleverse.
•You can also record and share your own a cappella tracks.
•You can choose to listen to other people’s songs and add your voice to their
performances.
•You can also create your own Glee clubs and invite others to join your
performances.


Community Behaviour - Social TV may already belong to them!
•The real time back channel is a powerful force - content creators need to harness it
•Twitter and a range of new social TV apps driving live social dialogue around
broadcast events
•80% of US TV viewers do so while simultaneously using the web
•ABC US MyGeneration iPad Synch App Sep 2010


Facebook - a new territory bigger than the US & will now has its own economy

Elephant in the Room

Best article on this
http://laurelpapworth.com/facebook-credit-
zuckerberg-next-treasurer-of-the-internet-
app2user/



Redd Inc
•Had about 250 submissions of music, art and acting to the site. Acting and Art have been the most popular
categories so far.
•42 000 page views average time on site is almost 5 mins, about 40% of trafﬁc is from Australia, 30% from US
•Over 400 people signed up as members of the site
•There are 14 categories of user created content
•They are re-cutting a lot of the material for use in online video clips , in the end credit sequence of the ﬁlm
and in DVD extras features



• Office Horror: Positions Vacant

A transmedia property which builds a creative community
in parallel to feature film development

•



Scorched



Fat Cow Motel & PSTrixi Communities - Australia
Fat Cow Motel, Interactive Drama - for ABC and Austar
Half-a-million viewers tuned in each week to the 13 TV episodes (800,000 is a good audience for
ABC on an average night)
40,000 signed up at the accompanying website.
The forum/community outgrew ABC’s ability to manage it back in 2003 - 21,000 posts
to date and the audience trading clues and discussing the weekly mysteries



Bluebird AR Social Storytelling from ABC Australia



The Reef



Zac Efron - Charlie St.Cloud Promo, Social Media Event



Reaching audiences via online competions
ʻFirst Loveʼ - mobile film
Won the BigPond Animation
Award at the opening night of the
2009 Adelaide Film Festival.
Viewers voted for their favourite
from 12 short-listed films.
First Love received 40 per cent of
the mobile vote and 29 per cent of
the internet vote.
"The fact that it got so many
downloads and we reached such
a wide audience so quickly is
fantastic testament to the medium
in itself," the filmmakers said



When you have a loyal community



The Tunnel
9000 frames = $ in first 4 weeks
Sep 21 - TOTAL FRAMES SOLD:
13414 OF 135,000



The Age of Stupid



Lost Zombies
Lost Zombies is community
generated zombie
documentary. This is a video
time-line of the events that led
to the zombie apocalypse.
You can help us complete the
documentary and save the
world.



Savage Country - Fans Demand it



Alive in Joberg - District 9
•20 Jun 2006 - Short film Alive
in Joberg by Neill Blomkamp
uploaded to YouTube by
Laurel Papworth 20 June
2006 (now at 600 000 views)
•District 9 - 2009 science
fiction thriller film directed by
Neill Blomkamp.
•Produced by Peter Jackson
and Carolynne Cunningham.
•Nov 2009 Gross
$210,816,205,



End


Arresting Audiences, Co-creating Communities, Transmedia Storytelling

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