Stories, games and origami unicorns remote engaging in our participatory world

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Kenny Lauer presented: Stories, games and origami unicorns remote engaging in our participatory world. …

Kenny Lauer presented: Stories, games and origami unicorns remote engaging in our participatory world.
A romp through the world of digital engagement and its effects on our world.

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  • 1. George P. Johnson Leadership Offsite 2011Tuesday, April 2, 13
  • 2. Stories, Games and Origami Unicorns: remote engaging in our participatory world Kenny LauerTuesday, April 2, 13
  • 3. http://www.flickr.com/photos/headtraumamovie/870988845 3Tuesday, April 2, 13
  • 4. http://www.mikearauz.com/2009/03/thoughts-on-spreadable-media-parts-3.html 4Tuesday, April 2, 13
  • 5. “If I tell my Facebook friends about your brand, it’s not because I like your brand, http://www.mikearauz.com/2009/03/thoughts-on-spreadable-media-parts-3.html 4Tuesday, April 2, 13
  • 6. “If I tell my Facebook friends about your brand, it’s not because I like your brand, but rather because I like my friends. – Mike Arauz http://www.mikearauz.com/2009/03/thoughts-on-spreadable-media-parts-3.html 4Tuesday, April 2, 13
  • 7. 5Tuesday, April 2, 13
  • 8. Relationships are Redefined 6Tuesday, April 2, 13
  • 9. Relationships are Redefined Traditional 1:1 relationship 6Tuesday, April 2, 13
  • 10. Relationships are Redefined Traditional 1:1 relationship Traditional 1:1:M relationship 6Tuesday, April 2, 13
  • 11. 7Tuesday, April 2, 13
  • 12. “The moment we are living through [right now]— is the largest increase in expressive capability in human history.” – Clay Shirky, TED Expressive To make known the opinions or feeling of Capability Having power and ability 8Tuesday, April 2, 13
  • 13. 9Tuesday, April 2, 13
  • 14. 9Tuesday, April 2, 13
  • 15. 9Tuesday, April 2, 13
  • 16. 9Tuesday, April 2, 13
  • 17. 9Tuesday, April 2, 13
  • 18. 9Tuesday, April 2, 13
  • 19. 9Tuesday, April 2, 13
  • 20. 9Tuesday, April 2, 13
  • 21. 9Tuesday, April 2, 13
  • 22. 10Tuesday, April 2, 13
  • 23. 11Tuesday, April 2, 13
  • 24. 11Tuesday, April 2, 13
  • 25. 11Tuesday, April 2, 13
  • 26. Remote Engagement Defined A Digital Experience interaction that happens either: 1. outside the “4 walls” of the event OR 2. within the “4-walls” but influences or affects people outside the “4-walls” © David Armano darmano.typepad.com 12Tuesday, April 2, 13
  • 27. Remote Engagement Getting from “Me” to “Them” Defined A Digital Experience interaction that happens either: 1. outside the “4 walls” of the event Them OR 2. within the “4-walls” but influences or affects people outside the “4-walls” Me Understanding Remote Engagement Convergence and participatory culture (e.g., gamification, transmedia storytelling) © David Armano darmano.typepad.com 12Tuesday, April 2, 13
  • 28. Egypt 2.0? 13Tuesday, April 2, 13
  • 29. Egypt 2.0? 13Tuesday, April 2, 13
  • 30. Egypt 2.0? 13Tuesday, April 2, 13
  • 31. 14Tuesday, April 2, 13
  • 32. 15Tuesday, April 2, 13
  • 33. 16Tuesday, April 2, 13
  • 34. 17Tuesday, April 2, 13
  • 35. 18Tuesday, April 2, 13
  • 36. 18Tuesday, April 2, 13
  • 37. “I want to meet Mark Zuckerberg one day and thank him... Im talking on behalf of Egypt. ... This revolution started online. This revolution started on Facebook. We would post a video on Facebook that would be shared by 60,000 people on their walls within a few hours. Ive always said that if you want to liberate a society just give them the Internet.” – Wael Ghonim 18Tuesday, April 2, 13
  • 38. 19Tuesday, April 2, 13
  • 39. 19Tuesday, April 2, 13
  • 40. 20Tuesday, April 2, 13
  • 41. + 16504194196 + 390662207294 + 97316199855 20Tuesday, April 2, 13
  • 42. 21Tuesday, April 2, 13
  • 43. 21Tuesday, April 2, 13
  • 44. 21Tuesday, April 2, 13
  • 45. 21Tuesday, April 2, 13
  • 46. 22Tuesday, April 2, 13
  • 47. Social Media is changing the world. Level 4 Ripples 4 Distribution through individuals (email lists, etc.) 3 Level 3 Ripples Distribution through “closed” networks (Facebook, MySpace, etc.) Level 2 Ripples 2 Distribution through “open” networks (blogs, sites, feeds, widgets, etc.) 1 Level 1 Ripples Distribution through mainstream media outlets, digital and analog (press, influencers, etc.) 22Tuesday, April 2, 13
  • 48. 23Tuesday, April 2, 13
  • 49. The most important word on the Internet is not “SEARCH”. THE MOST IMPORTANT WORD ON THE INTERNET IS “SHARE”. – Hugh McLeod & Jyri Engstrom 23Tuesday, April 2, 13
  • 50. Anywhere and everywhere Social networking now connects 62 million US adults. – Forrester “There are more than 200 million active users [40 percent] currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook as non-mobile users.” – Facebook official statistics (January, 2011). Twitter is now attracting 190 million visitors per month and generating 65 million Tweets a day. Most users don’t Tweet at all, but rather use Twitter as a consumption media. – Twitter COO Dick Costolo, at the Conversational Media Summit It gets 300,000 new users a day. – Biz stone, Chirp 24Tuesday, April 2, 13
  • 51. 25Tuesday, April 2, 13
  • 52. Over 6 million people are engaging Fortune 500 brands through key social media channels. Source: “The Social Media Habits of the Fortune 500” study, iMediaWorks, 2Q, 2009 25Tuesday, April 2, 13
  • 53. 500 Billion Impressions People in the US generate more than 500 billion online impressions on each other regarding products and services — more than one-fourth the number of impressions advertisers make. 26Tuesday, April 2, 13
  • 54. US Social Network Ad Revenues, 2009 – Billions and % Change Source: eMarketer, January 2011 27Tuesday, April 2, 13
  • 55. US Social Network Ad Revenues, 2009 – Billions and % Change $3.93 (27.7%) $3.08 Why are US marketers (55.0%) spending 55% more $1.99 $1.43 (39.0%) than last year ($3.08B) (20.3%) to advertise on social networking sites this year, as predicted by eMarketer? 2009 2010 2011 2012 That’s where consumers are influenced. Source: eMarketer, January 2011 27Tuesday, April 2, 13
  • 56. Technology is changing our lives Convergence culture is a world where every story, image, sound, idea, brand, and relationship will play itself out across all possible media platforms. – Henry Jenkins 28Tuesday, April 2, 13
  • 57. Participatory Culture: The Prosumer 29Tuesday, April 2, 13
  • 58. Participatory Culture: The Prosumer 29Tuesday, April 2, 13
  • 59. Technical Portal vs. Phenomenon 30Tuesday, April 2, 13
  • 60. 31Tuesday, April 2, 13
  • 61. 31Tuesday, April 2, 13
  • 62. 31Tuesday, April 2, 13
  • 63. 31Tuesday, April 2, 13
  • 64. 32Tuesday, April 2, 13
  • 65. 32Tuesday, April 2, 13
  • 66. Dino Ignacio Bert 32Tuesday, April 2, 13
  • 67. 33Tuesday, April 2, 13
  • 68. 33Tuesday, April 2, 13
  • 69. 33Tuesday, April 2, 13
  • 70. Mashup and Remix 34Tuesday, April 2, 13
  • 71. Era Mashups 35Tuesday, April 2, 13
  • 72. 36Tuesday, April 2, 13
  • 73. Participatory Culture: Social Skills and Competencies 37Tuesday, April 2, 13
  • 74. Transmedia Storytelling: What is it? http://social-creature.com/page/3 38Tuesday, April 2, 13
  • 75. Transmedia Storytelling: What is it? • According to Henry Jenkins: A process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes it own unique contribution to the unfolding of the story.” • According to Kenny Lauer: Enable the audience to experience the story in a lot of different ways through a lot of different ways. http://social-creature.com/page/3 38Tuesday, April 2, 13
  • 76. 39Tuesday, April 2, 13
  • 77. Harry Potter movies, video games and other elements are all retellings of the books that JK Rowling wrote = Not transmedia 39Tuesday, April 2, 13
  • 78. Harry Potter movies, video games and other elements are all retellings of the books that JK Rowling wrote = Not transmedia Julia Child autobiography, My Life in France + Julie Powell’s blog The Julie/Julia Project + Nora Efron’s movie, Julie and Julia = Transmedia 39Tuesday, April 2, 13
  • 79. Elements of Transmedia Storytelling • Participatory. Not just watching. • Recursive. Ties back into the core narrative(s) and builds intelligence. • Scalable. Grows into other forms or properties to some extent. 40Tuesday, April 2, 13
  • 80. 41Tuesday, April 2, 13
  • 81. Linear, Control, Push Story Produce Watch 41Tuesday, April 2, 13
  • 82. Linear, Control, Push Story Produce Watch Non-linear, Participatory, Push/Pull 41Tuesday, April 2, 13
  • 83. Linear, Control, Push Story Produce Watch Non-linear, Participatory, Push/Pull Franchise Transmedia Multiple platforms create a collection of individual experiences Comic Book Sequel Story Computer Webisode Game Website 41Tuesday, April 2, 13
  • 84. Linear, Control, Push Story Produce Watch Non-linear, Participatory, Push/Pull Franchise Transmedia Portmanteau Transmedia Multiple platforms create a collection of individual experiences Multiple platforms contribute to a single experience Comic Book Sequel Twitter Audio Video Story SMS Blog Flyer Computer Webisode Game Image Email Event Website 41Tuesday, April 2, 13
  • 85. Transmedia Storytelling 42Tuesday, April 2, 13
  • 86. Transmedia Storytelling Movie TV Series Download Novel Flash Mob Knit-Along Big Adventure/ Twitter Video Games Main Story History of the Future of the iPhone Flickr Storyverse/ Storyverse Backstory Podcasts Blogs Story of Music Minor DVDs Facebook Story Character/ Alt POV iPad/Tablet Live Events True Stories Universe Fan Assets: Websites Social Games Video, Photos, Myths MP3s Concerts YouTube User Generated Backstage/ CDs Comics Content/ Making of Fan Fiction Webisodes Merchandise Graphic Novels Toys Theater Documentary Radio Jill Colick, Story2OH.com 42Tuesday, April 2, 13
  • 87. Platforms relationship and time in a transmedia experience http://www.flickr.com/photos/andresfox/5396499222/in/ photostream/ 43Tuesday, April 2, 13
  • 88. Platforms relationship and time in a transmedia experience Pre/ Past During / Present Post / Future http://www.flickr.com/photos/andresfox/5396499222/in/ photostream/ 43Tuesday, April 2, 13
  • 89. Platforms relationship and time in a transmedia experience Pre/ Past During / Present Post / Future Video game Comic ARG Migratory cue Initial platform (movie, website, book) Fandom production http://www.flickr.com/photos/andresfox/5396499222/in/ photostream/ 43Tuesday, April 2, 13
  • 90. 44Tuesday, April 2, 13
  • 91. 45Tuesday, April 2, 13
  • 92. 46Tuesday, April 2, 13
  • 93. 46Tuesday, April 2, 13
  • 94. 47Tuesday, April 2, 13
  • 95. 47Tuesday, April 2, 13
  • 96. 48Tuesday, April 2, 13
  • 97. 48Tuesday, April 2, 13
  • 98. 49Tuesday, April 2, 13
  • 99. 49Tuesday, April 2, 13
  • 100. Tuesday, April 2, 13
  • 101. Tuesday, April 2, 13
  • 102. 51Tuesday, April 2, 13
  • 103. 51Tuesday, April 2, 13
  • 104. Transmedia Rising -JWT 52Tuesday, April 2, 13
  • 105. Participatory Culture: Social Skills and Competencies 53Tuesday, April 2, 13
  • 106. Gamification • Applying the basic elements that make games fun and engaging to things that typically arent considered a game • Fun • Rewards • Social connections 54Tuesday, April 2, 13
  • 107. It’s not new 55Tuesday, April 2, 13
  • 108. Gartner Hype Cycle 56Tuesday, April 2, 13
  • 109. Gartner Hype Cycle Peak of Inflated Expectations Plateau of Productivity Slope of Enlightenment Trough of Disillusionment Technology Trigger 56Tuesday, April 2, 13
  • 110. 57Tuesday, April 2, 13
  • 111. A report published in January by M2 Research, a media and entertainment research firm, estimated that spending on gamification projects will grow to as much as $2.8 billion by 2016 from $100 million this year. 57Tuesday, April 2, 13
  • 112. Gamification 101 58Tuesday, April 2, 13
  • 113. Gamification 101 Game 58Tuesday, April 2, 13
  • 114. Gamification 101 Consumes Game Player 58Tuesday, April 2, 13
  • 115. Gamification 101 Creates Consumes Game Designer Player 58Tuesday, April 2, 13
  • 116. Gamification 101 Creates Consumes Game Designer Player 59Tuesday, April 2, 13
  • 117. Gamification 101 Creates Consumes Game Designer Player Journey Rules System Fun 59Tuesday, April 2, 13
  • 118. Gamification 101 Creates Consumes Game Designer Player Player Journey Rules System Fun 60Tuesday, April 2, 13
  • 119. Gamification 101 Creates Consumes Game Designer Player Player Journey Rules System Fun Player Journey Mechanics Dynamics Aesthetics 60Tuesday, April 2, 13
  • 120. Good games balance Skill and Challenge 61Tuesday, April 2, 13
  • 121. Good games balance Skill and Challenge High Anxiety “Flow” Challenge Apathy Boredom Low Low High Skills 61Tuesday, April 2, 13
  • 122. 62Tuesday, April 2, 13
  • 123. Player Journey = Lifecycle + Progression Player Journey = Lifecycle + Progression Good games take the player on a journey towards mastery 62Tuesday, April 2, 13
  • 124. Gamification 101 Player Journey Mechanics Dynamics Aesthetics 63Tuesday, April 2, 13
  • 125. Gamification 101 Control: Game designer Control: Player Formal rules and How people behave due structure of game to these rules • Game prepared • Processes and behaviors Way it feels to play • What action can that arise when you the game players take actually play the game • Overall experience • Victory conditions • Rules in response to • Emotional • Rule enforcement actions engagement • Time Based systems • Make Progress Visible • Curiosity, • Reward schedules • Points, levels, satisfaction, delight, • Progressive Unlocks leaderboard, badges, trust, fun, pride, missions • Pacing envy Player Journey Mechanics Dynamics Aesthetics 63Tuesday, April 2, 13
  • 126. Gamification 101: Monopoly Player Journey Mechanics Dynamics Aesthetics 64Tuesday, April 2, 13
  • 127. Gamification 101: Monopoly Player Journey Mechanics Dynamics Aesthetics 64Tuesday, April 2, 13
  • 128. Gamification 101: Monopoly Control: Player • At the beginning of Control: Game designer the game, everybody starts • Feeling of tension • Everything you need equal and joy in the to play beginning • One player • Relationship between inevitably gets rich, • Gradual loss of the board, the pieces, while the other interest for the and the money players are driven losing players • Rules specifying how to poverty lose the • The joy of winning you play game for the winner Player Journey Mechanics Dynamics Aesthetics 64Tuesday, April 2, 13
  • 129. Mechanics Dynamics Aesthetics 65Tuesday, April 2, 13
  • 130. Who am I playing with? How are we engaging? Help Players Acting Comment Challenge Taunt Share Show-off World Socializers Express Compare Achievers Interacting Compete Explorers Like View Mechanics Dynamics Aesthetics 65Tuesday, April 2, 13
  • 131. And we’re back...to Events • Integrate Remote Engagement as a discipline: consume/engage • Participatory Culture: remember your attendees want to participate. Participation is not an option, it’s a requirement. How does that differ in physical and virtual? How do we create opportunities to support this culture. • Extend outside the 4 walls. What happens online shouldn’t end online. What happens offline, shouldn’t end offline • Take advantage of what technology has to offer 66Tuesday, April 2, 13
  • 132. We are all experience designers 67Tuesday, April 2, 13
  • 133. We are all experience designers ‣ Games are worthless ‣ Stories are worthless ‣ Events are worthless 67Tuesday, April 2, 13
  • 134. We are all experience designers ‣ Games are worthless unless people play them ‣ Stories are worthless ‣ Events are worthless 67Tuesday, April 2, 13
  • 135. We are all experience designers ‣ Games are worthless unless people play them ‣ Stories are worthless unless people listen to them ‣ Events are worthless 67Tuesday, April 2, 13
  • 136. We are all experience designers ‣ Games are worthless unless people play them ‣ Stories are worthless unless people listen to them ‣ Events are worthless unless people go to them 67Tuesday, April 2, 13
  • 137. We are all experience designers ‣ Games are worthless unless people play them ‣ Stories are worthless unless people listen to them ‣ Events are worthless unless people go to them • Consumers don’t come for the game/story/event. 67Tuesday, April 2, 13
  • 138. 68Tuesday, April 2, 13
  • 139. They come for the experience. Kenny Lauer @kennyL 68Tuesday, April 2, 13