Precious Alchemy or Worthless Chemistry - Value of Transmedia & Multi Platform
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Precious Alchemy or Worthless Chemistry - Value of Transmedia & Multi Platform

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Note: Script embedded in notes below and full talk will appear on personalizemedia.com
Precious Alchemy or Worthless Chemistry
The Perceived vs Actual Values of Transmedia and Multi Platform Storytelling
A keynote presentation at a recent ABC Radio beyond Radio conference.
Is it really worth the time and effort, too difficult or expensive or not worth the effort”. A journey through real case studies and worthwhile results, marketing vs art, dynamic social vs auteur statement, through inspiring possibilities (situated storytelling, collaborative, generative, parallel synch narrative etc) as new platforms surface - process, multi skill, teams and best ways to make things happen.

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  • 1. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC Precious  Alchemy  or  Worthless  Chemistry? The  perceived  and  actual  value  of  Mul3  Pla5orm  &  Transmedia  StorytellingGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 2. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC ALCHEMY - any magical power or process of transmuting a common substance, usually of little value, into a substance of great value CHEMISTRY - science that deals with the composition and properties of substancesGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 3. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC The Transmedia Value Proposition Numbers or deeper engagement? Support for linear properties or how users influence and resonate with stories? Is it about creating loyalty, building communities, telling stories in cool ways, making money, extending reach,building trust, promotion, transformation, or all of the above?Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 4. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC Do we prefer our audiences to be passive ?Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 5. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABCGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 6. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABCThe same issues are still with us but tech is not disabler anymore 12 years ago me presenting cross-media issues inside BBCGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 7. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC Transmedia Odyssey BBC Musical Nomad 1997 - Prod: Gary Hayes Live email discussion 10+ Photographs Live Daily Web with global users per day uploaded Stories, over 40 days to BBC Online via portable satellite 4-5 streaming real audio Daily News pieces per day via World Service Radio 2 Camera DV Recordings for Capture for BBC Radio 3 BBC2 DocoGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 8. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABCGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 9. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC the music industry Why multiplatform? some mono media sectors suffering fragmentationGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 10. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC Why multiplatform? mono media sectors suffering the fragmentation someGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 11. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC Why multiplatform? late 2011 cable TV across the US had severe drops the TV industry? The percent of people worldwide who watch TV at least once a month dropped from 90% to 83% over the past year. The percentage of people who watch video on a computer once a month--84%--is now higher than the percentage who watch TV. Read more: http:// www.businessinsider.com/tv-business- collapse-2012-6#ixzz1xgNAd9igGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 12. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC Why multiplatform? mid 2012 radio in US overtaken by web radio the radio industry? PANDORA’S  BOX In  the  na3on’s  top  media  markets,  the  online  “radio   sta3on”  Pandora  is  now  the  most-­‐listened-­‐to  service,   bea3ng  on-­‐air  radio  in  key  demographics  in  New   York,  Los  Angeles,  Chicago,  and  San  Francisco.   As  of  July  2012,  Pandora  was  number  one  in  the   number  of  persons  18-­‐34  years  old  listening  in  those   four  ci3es,  and  Pandora  was  number  two  or  3ed  for   second  in  the  na3on’s  other  ten  largest  markets,   except  Boston,  where  Pandora  is  number  3. http://timmorrissey.blogspot.com.au/2011/08/impending-death-of-radio.htmlGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 13. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABCGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 14. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABCGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 15. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC “Anyone that is pitching a show right now that’s not thinking about how it’s going to live across multiple platforms doesn’t have their eye on the audience. Once I started to see that the audience was fragmenting to different platforms, it became my job as a storyteller to figure out how to reach them… You have to fish where the fish are.” Tim Kring - talking about “Touch” (March 2012)Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 16. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC 2006 things changed YouTube Twitter FacebookGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 17. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABCGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 18. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC Behaviours competing for Broadcast Eyeballs • Force 1 – Social Sharing – Ubiquitous social media, shared everywhere, audience themselves are ‘casters’ • Force 2 – Connected or on-demand – TV has morphed for many into video-on demand stories vs appointment to view • Force 3 – Mobile – The personal portable portal. Our always on, private window to the world. • Force 4 – Transmedia – Content is agnostic and expected to be available across a users platform eco-systemGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 19. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABCSource: Understanding Cross-platform Consumer Behavior. Google Research ©2012Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 20. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABCSource: Understanding Cross-platform Consumer Behavior. Google Research ©2012Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 21. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABCGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 22. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC Fan Fiction overtakes official contentGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 23. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC super users reward you with their loyalty Fanisodes “People Powered Entertainment” L Word Showtime’s call to action - asked loyals fans to write an episode, directed by the pro writers. After seven exciting rounds, 1,258 scene submissions over 124,000 votes & 30,000 comments 20,000 L Word fans collectively created the world’s very first Fanisode Ratings for the TV show went up by 51% The site logged 175,000 visits and over 3,000,000 page views. L Word Enhanced - Line Prod Gary Hayes videoGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 24. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC Users get the content they want, when they wantGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 25. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC 2010 Now iview across platforms! 2012 2010 3 screens screen strategy 27% 8% Tablet + Big Mobile 12% Mobile 14% Screen 59% 80% WebGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 26. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC 76% of iView viewing in 2014 will be via mobile devicesGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 27. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC In 1 year there were 500 game reviews on the desktop site - Good Game app launched in April in the first week of the app launch there were over 31 000 game reviews!Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 28. Precious  Alchemy  or  Worthless  Chemistry  ? The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC 85% of TV watching in the US is with a connected device, mostly mobile or tablet (sensis June 12) in Australia it is now around 76% Nielsen survey fielded in the fourth quarter of last year, reveal 45 percent of U.S. tablet owners use their device and watch TV at the same time on a daily basis; 26 percent reported doing so many times each day.Source: Sensis June 2012Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 29. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC social TV explosion http://blog.trendrr.com/2012/05/21/social-tv-ecosystem-2011-2012-infographic/Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 30. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC An Astonishing 350 Million Posts and Check-ins So Far This Year Walking Dead premiere had 8.5 million social impressions In the first half of this year, Trendrr tracked more than 350 million conversations (primarily tweets and public Facebook updates) and interactions (e.g., check-ins on GetGlue and Viggle) related to TV programming. http://adage.com/article/trending-topics/social-tv-350-million-interactions-year/236032/Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 31. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC ABC evolving 2nd Screen Storytelling and Social TV - ABC Companion Please note this is a working prototype. The final service may or may not look and work like these featured screen grabsGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 32. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC ABC evolving 2nd Screen Storytelling and Social TV - ABC CompanionPlease note this is a working prototype. The final service may or may not look and work like these featured screen grabsGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 33. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABCThe two modes of multi-screening - Sequential and SimultaneousSource: Understanding Cross-platform Consumer Behavior. Google Research ©2012Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 34. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC PERSISTENCE AND BUILDING TRUST Over 2004, the BBC produced 190 enhanced TV applications on the three digital (Satellite, Cable and DTT) platforms Throughout 2010, over 12.7 million viewers used the BBC’s Red Button interactive service every week (more than a fifth of the UK population) 2012 BBC Red Button now at 12 mill users a weekGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 35. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABCSource: Understanding Cross-platform Consumer Behavior. Google Research ©2012Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 36. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC the power of casual game around TV shows “We’re about to become only the second network ever to reach 10 million fans of its Facebook page. Our Pawn Stars game on Facebook has tallied more than a quarter-billion game plays and still averages 200,000 unique visitors per day and 1.1 million per month. Our Top Shot Facebook game launched recently and already is averaging 100,000 daily uniques and nearly 600,000 per month.” Evan Silverman SVP, Digital Media at A+E Networks http://www.lostremote.com/2012/05/09/inside-look-at-historys-success-on-social-media-interview/Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 37. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABCGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 38. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC ARGs - Brand, or assumed, brand drives numbers WHY SO SERIOUS - 10.8m (100m+ impressions online) THE BEAST (AI) - 3.2m million players I LOVE BEES (Halo2) - 3.1m players LAST CALL POKER - 1.2m players THE ART OF THE H3IST (Audi) - 500k players FALLEN - 500k players THE LOST EXPERIENCE - 80 000 players WORLD WITHOUT OIL - 4000 players REGENESIS - 2000 playersGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 39. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC INVOLVE AUDIENCE IN CAUSE - TURN THEM INTO A COMMUNITYParamount used Facebookand Eventful to requestpotential fans to request ascreening of the $15,000film in their area.They got a million quicklyand a direct result of thebuzz was $150 million at theBox OfficeGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 40. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC Social Benefit Multi-Platformoriginal property, experiences for good CONSPIRACY FOR GOOD 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 Creator of HeroesGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 41. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC opportunity to reach out video Fourth Wall is proud to bring you three episodes of the groundbreaking transmedia series DIRTY WORK. DIRTY WORK is a gritty and immersive storytelling experience, delivered through Fourth Wall Studios’ RIDES platform. Each installment of the series is told through your computer and smartphone, a combination of video, audio, text and images – putting you, the viewer, in the center of the insanity. See it only at RIDES.TVGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 42. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABCTV & web (games) in perfect harmony? video • 1,000,000+ players of The Code Flash games • TV show significantly outperformed benchmarks on iPlayer and 7 day viewing figures • 100,000+ treasure hunt players engaging in the overarching meta-puzzle • 300,000+ interactions on the Facebook fan page • 1000+ photos, videos, 3D models, and a wiki with 100,000 views and 2000+ edits – all created by users! http://sixtostart.com/the-code/Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 43. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC moving online into the real world ‘Tate Britain QuizTrail’ is a free iPhone app that allows visitors to explore the famous London gallery on a themed trail of different artworks. Themes for the trails range from ‘Animals’ to ‘Myths and Legends’. Each trail has three levels of play that cover simple observational questions to tougher multiple-choice questions requiring players to read display captions to find the answer. Players answer multiple-choice questions about the artworks to earn prizes. Visitors can share their newfound knowledge of the works with friends as they progress on their trail and share their prizes too. http://theconnectedset.tv/1402/our-new-project-goes-live-tate-britain-quiztrail/Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 44. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC Situated Documentary Philly History “In Spring 2010, the City of Philadelphia Department of Records received an NEH Digital Humanities Start-Up grant to investigate mobile augmented reality technology for use in displaying overlays of historic photographs on the current urban landscape. The project utilized the resources of PhillyHistory.org, a collaborative online database of historic photographs and maps from five Philadelphia area institutions.Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 45. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC Situated Documentary Walking Cinema: Murder on Beacon Hill http://www.parkmanmurder.com/Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 46. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC www.broadcastr.com/Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 47. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC 50,000 pieces of content, around half of which are from archives — about 100 different partners, New York Public Library, Boston Museum,” says Stanhope. Via the map, you can explore street by street, you can let the location-aware tours follow you around, take you to the closest pictures, tell you how far away you are from them,” says Nick Stanhope of HistoryPin.comGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 48. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC TRY NEW FORMATS SCVNGR SCVNGR was built for the thrill of the scavenger hunt and it revolves around gaming and competitive challenges In terms of partnering with brands and major marketers, here is a sampling of recent SCVNGR events: The goSmithsonian Trek: Played out in July, participants visited nine Smithsonian museums and competed for an Apple iPad. Help Vince: a game for the New England Patriots where players complete SCVNGR 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. 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.Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 49. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC INTERFACES INTO THE CLOUD - THE TECHNOLOGY OF DESIGNGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 50. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC new interfaces leading our delivery requirements Vuzix Wrap 920AR available now Google Glass rumoured to be available year’s end launching with a price between $250 and $600 Google says “if it was a five-year endeavor”Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 51. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC ultimate mobile where the interface is ‘on’ your eyes videoGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 52. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC Interesting interface challenge, mind control anyone? Emotiv headset available nowGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 53. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC SummaryGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 54. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC INTERFACES INTO THE CLOUD - THE TECHNOLOGY OF DESIGN As is news, info & edutainment servicesGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 55. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC Smartphones are the backbone of our daily media use. They are the devices used most throughout the day and serve as the most common starting The prevalence of sequential usage point for activities across multiple makes it imperative that media screens. Going mobile has become a companies enable users to save & move business imperative their progress between devices. Saved video,“signed-in” experiences or the ability to email progress to oneself helps keep consumers engaged, regardless of The vast majority of media interactions device used to get to you are screen-based, screen-based, and so transmedia strategies should no longer be viewed as “digital” or “traditional”. Media organisation should understand all of the ways that people consume media, particularly digital, and tailor strategies to each channelSource: Understanding Cross-platform Consumer Behavior. Google Research ©2012Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 56. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC Organisations need a top down, unified cross platform vision in this altered landscape If we do not know where we are headed in a constantly evolving environment we will find ourselves going around in circles or simply disappearing for good.Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 57. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABCGary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  • 58. Precious  Alchemy  or  Worthless  Chemistry  ?The  perceived  and  actual  value  of  Mul3  Pla5orm  Storytelling Radio  Beyond  Radio:  Sep  2012  ABC Thank you These slides will be on slideshare.net/hayesg31Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com