CrossPlatform Audience Issues
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CrossPlatform Audience Issues

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Some basic points about the tricky business of finding audiences for crossplatfom story-based projects

Some basic points about the tricky business of finding audiences for crossplatfom story-based projects

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CrossPlatform Audience Issues Presentation Transcript

  • 1. FINDING AN AUDIENCE
    • Online Caroline
    • Mount Kristos
    • Planet Jemma
    • In Search of Oldton
    • Do You Believe In The Telectroscope?
    • Today on Radio 4
    • Kidmapped!
    • SWYWTH!
  • 2. FINDING [TRANSMEDIA AUDIENCES] TELECTROCOPE
  • 3. IN SEARCH OF OLDTON
  • 4. BBC CASTAWAY
  • 5. TODAY
  • 6. HOLDING ON [TRACKING & PERSONALISATION] ONLINE CAROLINE
  • 7. INTERACTION: your presence makes a difference [AUDIENCE PARTICIPATION] OLDTON DEAR TIM, DO YOU REMEMBER THE ALLOTMENTS? I CAN'T PLACE THEM ANYWHERE BUT OUR UNCLES AND OUR GRANDADS HAD THEIR SHEDS THERE, WHERE OLD PICNIC CHAIRS TOOK ON THE AIRS OF THRONES AND DENTED THERMOS FLASKS GAVE OFF A SCENT OF SUGARED MILK. WE ATE PEAS THERE, FROM THE POD. “ THIS PARK BENCH LOOKS REMARKABLY LIKE THE ONE IN YOUR FIRST OLDTON PICTURE. I USED TO HANG OUT ON IT WHEN I WAS A BORED TEENAGER WITH NOTHIN BETTER TO DO THAN DRINK CIDER, SMOKE MENTHOLS AND SNOG THE LOCAL BOYS (THERE WAS A BOY CALLED TIM BTW WHO I REALLY FANCIED)”
  • 8. OLDTON DEAR TIM, DO YOU REMEMBER THE ALLOTMENTS? I CAN'T PLACE THEM ANYWHERE BUT OUR UNCLES AND OUR GRANDADS HAD THEIR SHEDS THERE, WHERE OLD PICNIC CHAIRS TOOK ON THE AIRS OF THRONES AND DENTED THERMOS FLASKS GAVE OFF A SCENT OF SUGARED MILK. WE ATE PEAS THERE, FROM THE POD. “ THIS PARK BENCH LOOKS REMARKABLY LIKE THE ONE IN YOUR FIRST OLDTON PICTURE. I USED TO HANG OUT ON IT WHEN I WAS A BORED TEENAGER WITH NOTHIN BETTER TO DO THAN DRINK CIDER, SMOKE MENTHOLS AND SNOG THE LOCAL BOYS (THERE WAS A BOY CALLED TIM BTW WHO I REALLY FANCIED)” “ I MET A LADY LAST YEAR WHO TOLD ME TO WRITE YOUR NAME ON A PIECE OF PAPER, ATTACH IT TO A BALLOON, AND THEN LET GO.INSTEAD I MADE YOU A ROOM, PLAYED YOU SONGS, GOT DRUNK AND IMAGINED YOU WALKED IN AND GAVE ME YOUR JUMPER TO WEAR.” “ OLD MISS SEEWOOD, OVER 150 YEARS OLD AND LIVED BY THE RIVER. SHE CAUGHT ME THROWING STICKS AT HER HORSE CHESTNUT TREE AND INVITED ME IN TO HER COTTAGE. THINKING SHE WAS A WITCH I AGREED.” IS THIS MY DAD HARD AT WORK IN THE BRUSH FACTORY AS A LAD, MAYBE? INTERACTION: your presence makes a MESS [AUDIENCE PARTICIPATION]
  • 9. THE ACTIVE 4% 80% VIEWERS 16% LURKERS 4% PLAYERS
  • 10. NICHE AUDIENCE
  • 11. USE CASE SCENARIOS
  • 12. THE BIG CS
    • Content : what, how, for whom
    • Context : where , who, why, what
    • Connectivity: connect who to who or what
    • Convenience: reading newspapers, sending texts
    • Customisation: individual choice
    • Community: who belongs to it
    • Convergence: multiple media, cross media
    • Commerce: loyalty, make it sticky
  • 13. TRIGGER EMOTION
    • Win, sell, search, find
    • Meet my friends
    • Play against others
    • I want more
    • This is funny
    • Make me smart or special
    • I have expectations
    • Make choices on the basis of emotions
  • 14. FITTING INTO THE DIGITAL DAY H & C LOCAL   V HOME L1 V & S LOCAL L2 KINGS CROSS   E1 TRAIN IN MOTION   1 2 3 4   5 6   7   8 9 10 11   12   13 14 15 16 17 18 19 20   21   22 23 24 25 26 Shitface                                                                   H                                                                   Casey                                                                   Venetia                                                                   Seema                                                                   Dwarf                                                                   Lenny                                                                   Elayne                                                                   WATFORD STATION E2 BRANDON'S FLAT PUB MOTORWAY   27 28 29 30 31 32 33   34   35 36 37 38 39 40 41 42 43 44 45 46 47 48 49   50 51 52   53 54 55 Shitface                                                                   H                                                                   Casey                                                                   Venetia                                                                   Seema                                                                   Dwarf                                                                   Lenny                                                                   Elayne                                                                  
  • 15. RULES FOR A RELATIONSHIP
    • Understand what they want and feel
    • Allow them to try before choose
    • Let them customize the service
    • Re-invent relationships
    • Make movement feel natural and free
    • Listen, respond, listen again
  • 16. USABILITY FACTORS HUMAN FACTORS IN DESIGN Intellectual Memory Visual Emotional Motor
  • 17.
    • Intellectual :
    • User can locate minimum of what s/he wants quickly
    • Memory :
    • Instructions; easy to use from the start, easy to remember
    • Visual :
    • Visually pleasant and of interest to user
    • Emotional :
    • Corresponds with users’ needs and expectations (structure & content)
    • Motor :
    • Easy for user to navigate, few clicks, no ‘double’ functions
    USABILITY FACTORS Intellectual Memory Visual Emotional Motor
  • 18.
    • The 7 th second
    • The 7 th minute
    • The 7 th hour
    • The 7 th day
    • The 7 th week
    BEFORE-DURING-AFTER
  • 19.
    • Copyright
    • Payment
    • Credit
    • Closure
    OWNERSHIP