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Arresting Audiences, Co-creating Communities, Transmedia Storytelling

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Two presentations given by Gary Hayes in Melbourne for a Film Victoria conference called 'Arresting Audiences' - film.vic.gov.au/www/html/199-speakers.asp - First one is around Talking to Audiences …

Two presentations given by Gary Hayes in Melbourne for a Film Victoria conference called 'Arresting Audiences' - film.vic.gov.au/www/html/199-speakers.asp - First one is around Talking to Audiences (building community and trans-social-media storytelling) second called Small Screen, Big Connections - is a brief focus on interesting Australian networked media services & some new social TV behaviours.

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  • 1. 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
  • 2. 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) ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 3. 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 4. 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 5. 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?! ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 6. Why? Networked Media StoryTelling ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 7. Why? Networked Media StoryTelling Here arrives everybody ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 8. Why? Networked Media StoryTelling Influence - trends ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 9. Why? Networked Media StoryTelling The Music Industry Decline - Film and TV next? ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 10. Why? Networked Media StoryTelling Whereʼs the Audience Going? Tim Kring - writer, producer Heroes, Crossing Jordan http://www.nbc.com/heroes/evolutions/ ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 11. Why? Networked Media StoryTelling 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. ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 12. Why? Networked Media StoryTelling Facebook - a new territory bigger than the US Now 550 000 million ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 13. Why? Networked Media StoryTelling In 2 years Facebook overtakes Google and be aware of geosocial growth the power of community checkin for any event & location based service ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 14. Audience becomes User Community ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 15. Audience becomes User Community 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) ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 16. Audience becomes User Community 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) ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 17. Audience becomes User Community 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/ ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 18. Audience becomes User Community 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/ ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 19. Audience becomes User Community Misperception of Communities 1. They are external, out there ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 20. Audience becomes User Community Mis-interpretation of Communities - 2. Complex, Suffocating ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 21. Audience becomes User Community Distributed communities - you & your projects embedded ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 22. Audience becomes User Community Ways to Engage Audiences in Professional Productions ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 23. 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. ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 24. Audience becomes User Community Does social media work? ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 25. Audience becomes User Community 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 26. Step 1 - Nurturing Your Audience ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 27. Step 1 - Nurturing Your Audience ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 28. Step 1 - Nurturing Your Audience Continuous Facebook & Twitter conversation ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 29. Step 1 - Nurturing Your Audience 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/ ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 30. Step 1 - Nurturing Your Audience A reminder... ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 31. Step 1 - Nurturing Your Audience Continuous Facebook & Twitter conversation ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 32. Audience becomes User Community 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 33. Step 1 - Nurturing Your Audience 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/ ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 34. 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs Open fo @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 35. Step 1 - Nurturing Your Audience 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/ ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 36. Step 1 - Nurturing Your Audience 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 37. Step 1 - Nurturing Your Audience 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 38. Step 2 - Networked Media StoryTelling - “From Small Acorns” Case Studies Part 1 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 39. Step 2 - Networked Media StoryTelling Ways to Engage Audiences in Professional Productions 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 40. Step 2 - Networked Media StoryTelling Ways to Engage Audiences in Professional Productions Level 1 - Limited Time & Resources? ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 41. 1.INFORM - Keep them updated about your latest works The Cosmonaut ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 42. 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. ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 43. 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 44. 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 45. Step 2 - Networked Media StoryTelling Ways to Engage Audiences in Professional Productions Level 2 - Open for Input? ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 46. 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 47. 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” ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 48. 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. ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 49. 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 50. Step 2 - Networked Media StoryTelling Ways to Engage Audiences in Professional Productions Level 3 - Time for Networked Media StoryTelling? ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 51. 9. DIALOGUE - They can interact with characters written across the social web The Event ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 52. 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 53. 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. ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 54. 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 55. 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 56. 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 57. 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 58. Small Screens Big Connections and A very few examples (lack of time) Australian Social Media Entertainment ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 59. Small Screen, Big Connections Panel 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. ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 60. Small Screen, Big Connections Panel 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 61. Small Screen, Big Connections Panel 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/ ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 62. Australian Social Media Entertainment 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 63. Australian Social Media Entertainment • Office Horror: Positions Vacant A transmedia property which builds a creative community in parallel to feature film development • ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 64. Australian Social Media Entertainment Scorched ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 65. Australian Social Media Entertainment 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 66. Australian Social Media Entertainment Bluebird AR Social Storytelling from ABC Australia ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 67. Australian Social Media Entertainment The Reef ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 68. Australian Social Media Entertainment Zac Efron - Charlie St.Cloud Promo, Social Media Event ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 69. Small Screen, Big Connections Panel 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 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 70. Small Screen, Big Connections Panel When you have a loyal community ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 71. Small Screen, Big Connections Panel The Tunnel 9000 frames = $ in first 4 weeks Sep 21 - TOTAL FRAMES SOLD: 13414 OF 135,000 ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 72. Small Screen, Big Connections Panel The Age of Stupid ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 73. Small Screen, Big Connections Panel 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. ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 74. Small Screen, Big Connections Panel Savage Country - Fans Demand it ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 75. Small Screen, Big Connections Panel 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, ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
  • 76. Australian Social Media Entertainment End ARRESTING AUDIENCES Melbourne 24 Sep 2010 by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com