Future Of Social Media Entertainment

the future of social media entertainment - spaa fringe 2008

the future of
social media entertainent

Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com


my talk
what is sme
audience’s doin it for themselves
involve, create, discuss, promote, measure
futures

slideshare.net/hayesg31


My perspective

Service provider, content producer, strategist, director, web 2.0 ‘generator’
•Music Producer, Lecturer, Filmmaker, editor BBC
•Interactive Online and Broadband TV - BBC 8 years
•Personalisation / standards - TV-Anytime, MPEG
•Advanced Media - LAMP
•Virtual World Creator
•7th Top Blog Media and Marketing Australia (230th worldwide)



WHY & WHAT IS
SOCIAL MEDIA
ENTERTAINMENT



BROADCAST
to
WIRED



tipping point...

Internet 13.7 hours per week vs. 13.3 hours TV

Cross-media activity up: 58% of Australian internet users said they watch TV while online.

“...for the ﬁrst time ever this was not accompanied by an increase for TV consumption - a
possible early warning sign that we are approaching the feared media saturation point.”
Nielsen Onlineʼs 10th Australian Internet and Technology Report.

http://www.marketingcharts.com/television/internet-surpasses-tv-in-australia-mobile-approaches-saturation-point-3976/nielsen-australia-media-consumption-internet-vs-tv-2005-2007jpg/



Where are the eyeballs?
big issue for
advertising and on
going funding

IBM survey of 2,400 households in the US, UK, Germany, Japan & Australia

19% spending six hours or more per day on PERSONAL Internet usage

66% viewing 1-4 hours of TV per day, versus 60% who reported the same
levels of personal Internet usage.

The most popular video destinations are user-generated-content sites:
YouTube-like sites are the destination of choice for 39% of respondents.



signiﬁcant
increase in social
virtual worlds



youth TV is
becoming irrelevant

TEDTalks : The Web and TV, a sibling rivalry - Peter Hirshberg (2007)

75% of internet users in USA watch online video - averaging 235 mins a month

Americans viewed more than 11.4 billion videos for a total duration of 558 million hours
during the month.
July 2008 data from the comScore Video Metrix service



WHAT MEDIA METAMORPHOSIS IS TAKING PLACE?
more traditional
media decline

Biggest Decline in
Print Advertising in
58 years
The Newspaper Association of
America have released 2007 ﬁgures a
week ago showing ad revenues fell by
9.4% to $42 billion compared to 2006.

This is the biggest fall since 1950
when they started to track advertising
in print.

On the plus side for “word smiths”
online ad revenue grew 18.8% to $3.2
billion in the same period - but online
is still a small proportion of print & TV,
at the moment but growing
exponentially.



WHAT MEDIA METAMORPHOSIS IS TAKING PLACE?
growth in
social casual and
mmorpgs



other surveys
show saturation
and web stealing
TV time


Professionals view of media on the web?
who does not
“Most of the hold at least on of
social, sharing
web is utter
“People just dip these views?
in and out – donʼt
rubbish” “The internet really engage”
and social media is
clunky, it doesnʼt
work”
“No one makes
any money out of
the social web”
“None of the
“Advertisers content on there is
donʼt really take culturally relevant”
the web very
seriously” “Most
professionals keep
“TV and Film will be clear of games and
dominant as long as the the web”
image quality increases”

“The web is about
information and “Broadcast and
games not emotion” Cinema distribution scarcity
makes sure the best content
surfaces to the top”



broadcasters
do have a part to
play in on demand
video

YouTube won’t be the only game in town
BBC iPlayer TV peaking at 900,000 per day. Why?
1 technology barriers were removed. One click
consumers were into audio or video.
2 Half the BBC's linear programming is online, with
aims to make it all available
3 truly multi-platform. IPlayer is available on the
iPod Touch, iPhone and Nintendo Wii.


make
sure your
attitude is not
DO WE HAVE TIME FOR EXCUSES? alienating you from
your community
of interest
•“I donʼt have the time (is money) to
talk or collaborate with the audience”
•“It is hard enough making the ﬁlm
never mind all this, extra, less
meaningful stuff”
•“I want to tell MY story in MY way not
theirs”
•“I know what the audience wants
better than themselves – I know
whatʼs good for them”



AUDIENCES ARE
DOIN IT FOR
THEMSELVES


remote
countries like to
push content into
the cloud
Community Created Content (CCC)
•84 percent of Australian and 88 percent of New
1
Zealand internet users use Web 2.0 for sharing
content such as photos, links and video
Community Consumed Media
•83% in Australia and 88% in New Zealand
Community Consumed Video
•Around 78 percent of Australians and 76
percent of New Zealanders download and
stream audio and video content.
CONSUMER GENERATED MEDIA: EVOLUTION OR REVOLUTION? Nielsen 26 February 2008



services
and tools
audiences are using to
become participants &
some example
‘produced’ sme



how to be
heard above the
noise - a lot of it

6 months of YouTube
= 60 years of TV from
top 3 networks!

Around 200,000
three-minute videos
added per day
equivalent of 385
always-on TV
channels.
Kansas State University professor Michael
Wesch



audiences
become TV
channels...



broadcast live
from mobile



even
community created
games on PS3


this
epitomizes the
new social media
paradigm

MACHINIMA

the future of social media entertainment - spaa synergy 2008
a fringe
between games
creator and avid user -
making effectively
MACHINIMA ENGINES promotional movies
Age of Conan Heavenly Sword Movie Storm
Antics Grand Theft Auto Never Winter Nights
Armed Assault Guild Wars Runescape
Battleﬁeld Half-Life Quake
Call of Duty 4 Halo Second Life
City of Heroes Heavy Metal Spore
Crackdown Iron Man Star Wars Galaxies
Crysis iClone Super Smash Bros
Doom 3 Jumper The Movies
Everquest Lithtech The Sims
Far Cry Max Payne Total War
FEAR Medal of Honour Unreal
Gears of War Metal Gear Warhammer
World of Warcraft



and there are a lot
made - more noise - but
again more time away
from ‘your’ content

8.5 millions views



this is possible the ﬁrst
new form created by a
producing user base

300 days!



Snaky’s Journal 4 - Winner of the Blizzcon Movie Contest, 2008! the quality is
getting better and
better

© www.stonefalconproductions.com/



sharing portals
are not limited to
generics - specialist
sharing and peer
review



Real time, international, multi-user
social
collaborative machinima co-creation, really
consider what is
happening here- audience
of avatars, performing
avatars, camera (me) all
logged in seperately from
around the world this is
almost like outside
broadcast

Filmed and edited: Gary Hayes



tools to help
users manage their
communities

51% of visitors say the reason they visit social networking
sites, communities and blogs is “to have fun.”



Itʼs not about business - this time itʼs personal

I disagree with
Chris Anderson’s
Free! theory - the new
currency is about respect
and trust. An agreed
value, not imposed -
even free is
imposed

TRUSTʼONOMICS - ʻSocial Currencyʼ



A New Social Currency Laurel Papworth talks
about your community
decides on your value



Social
gambling, fantasy
but very sticky -
image this using
real money!



community deciding
what projects are
valuable - would this
work for your ﬁlm?



WHAT CAN WE
LEARN?


potentially
multiple cycles,
different entry
points



live this stuff -
understand it or
remain outside

INVOLVE



be a part of these
communities and grow
trust through longevity
amongst many other
things!



A World of Social Virtual Worlds
put the effort
Club Penguin 4m Habbo Hotel 8m Stardoll 12m in to get under the
Nicktropolis 5.5m
surface of these
new worlds

Second Life 1.2m there.com 0.8m World of Warcraft 11m Mattel Barbie 2.75m (2mts)

Kaneva NeoPets 30m Webkinz 3.8m Sony Home PS3

SVWs inside gameplay environs - Runescape - 5.5m, World of Warcraft 10m, Gaia Online 3.5m



one of many
social virtual
spaces



video of many
others


creating
content culturally
(online culture)
relevant

CREATE



this is how the WHY DO YOU DO WHAT YOU DO?
audience think
too
to create to survive
to tell ‘my’ story community

to be
happy
to give people
to entertain
great experiences
an audience
to change
society
to create to be
something different
new
to make
vanity
money
production to tell the world
about Australia



beyond mono
media distribution
consider many
new forms



Experience Design

Role of media producers to create compelling immersive
entertainment experiences for global audiences

Producer as aggregator of content/curator - creating the
conditions to activate audiences

Democratisation of the media

http://www.marketingcharts.com/television/internet-surpasses-tv-in-australia-mobile-approaches-saturation-point-3976/nielsen-australia-media-consumption-internet-vs-tv-2005-2007jpg/



examples of
professionally
managed sme



take control of
actors on the
street



TV shot within
virtual worlds


SuperStruct
Collaborative 5500 players in 2 weeks

future imagineering
devised by Jane
McGonigal



Collaborative
future imagineering
a collaborative simulation devised by Jane
of a global oil shortage McGonigal

32 days, 60 000 visitors
1800 players 12 countries

the best way to change
future is to play with it
ﬁrst - CNET

apr 2007



Australian
company Hoodlum
leading the way in
SME



Laboratory for Advanced Media Production

Developing links with industry partners

Incubating innovative digital cross platform projects -
mobile, broadband PC/TV, IPTV, PVR, MUVEs and beyond

Testbed deployment partners

Development partners including state agencies

International partnerships - AFI (US), European labs,
BBC Innovation


Many LAMP projects
audience centric SME



Scorched

Scorched
learning from
designing basic SME
prior to TV tx



Selection of other
LAMP SME



Examples from last
Laboratory of Advanced
Media Production
Residential

Portable Ghosts Master Raindrop

Thursday’s Fictions Wild Ark


AFTRS devising
courses that look at
the cross over of
quot;Alongside it's world worlds and TV and
renowned TV and Film
courses, AFTRS is games and ﬁlm
developing a range of
foundational and
specialised graduate
courses that will explore
games, virtual environments
and innovative new forms.
They will explore the link
between story and
participatory applications
and how interactive media
can be made more
'cinematic' and immersive.
At post graduate level it is
planning to offer a project
based course that
encourages pioneering
projects and inspires
innovation.quot;



TV FIGHTS BACK?



Social media TV
examples - Cult, The
LWord and Spooks



One of the oldest and best
The National IQ Test
iTV formats or templates from
The National 2002 Test BBC, personalized for users but
The National Relationship Test also allowed national comparison
- facebook widget on TV?
The National IQ Test 2003
The National Quiz
The 2003 Test
The Great British Test
The IQ Test 2004
The Popular Music Test
The 2004 Test
The Big Entertainment Test
The 20th Century Test
Know Your English Test
How to Sleep Better



If content falls
on the web and no
one discusses it -
does it exist?

DISCUSS



Great example of meaningful
discussion (content is queen now) -
triggerstreet.com



PROMOTE



Promotion will work if you
are trusted by your peers. Consider
events around content vs only
content promotion

gamejam.org.au



MEASURE


Measuring and
iteratively changing content
is a part of the sustainability
enabled by the web.
Monitor or be damned



FUTURES



The instantaneous
web, the immersive
web 3.0


media metamorphosis, playability, socialability

Mixed reality,
services run parallel
and merged in with
each other


media metamorphosis, playability, socialability

Merging of SVWs and TV
Mixed reality,
services run parallel
and merged in with
each other



From audience perspective
•content = king
•conversation = content (web2)
•therefore
•conversation = king
The winners are those who enable
the conversation



thank you
aftrs.edu.au/virtual
or
personalizemedia.com

slideshare.net/hayesg31



Backup slide
- Thanks to Laurel
for identifying many
revenue streams
emerging across
social media

http://silkcharm.blogspot.com/2008/09/social-media-monetization-and-revenue.html


Future Of Social Media Entertainment

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