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SMPIA Transmedia Talk

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A keynote given at SMPIA MultiPlatForum Conference in Regina, April 14, 2011

A keynote given at SMPIA MultiPlatForum Conference in Regina, April 14, 2011

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  • Increasingly multi-platform means stories without borders \n
  • Another key concept is what J.J Abrahms’ termed the mystery box. Fans responded to the cryptic clues creating multiple wikis & websites devoted to solving & tracking the show’s mysteries.\n
  • Levels of fan engagement in ARGs has led to the 90/9/1 rule: 90% of your fans will be more passive, 9% active & 1% super enthusiastic. While it may seem counter intuitive, the most important groups are the 9 & 1 - these are the fans who will be active online seeking content & creating buzz. Know who they are!\n
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  • Transcript

    • 1. Telling Stories in the Digital Space Siobhan O’Flynn, PhD SMPIA MultiPlatForum April 14 2011
    • 2. What’s changing?
    • 3. Connecting in a Digital Storytelling Web 2.0 key trends - social - participatory - geolocated - augmented
    • 4. http://www.personalizemedia.com/navigating-the-world-of-multi-platform-transmedia-rituals/
    • 5. digital storytelling has many names....• multiplatform... • convergent... • immersive... • distributed... • transmedia... • participatory storytelling
    • 6. creators stories fans the immersive world
    • 7. some things don’t change...YOU START WITH A REALLY REALLY GOOD STORY
    • 8. TWIN PEAKS 1990• also newspapers• travel guide...
    • 9. CREATE AN IMMERSIVE WORLD
    • 10. THE MATRIX UNIVERSE
    • 11. TELL STORY IN AN INNOVATIVE WAY through multiple platforms
    • 12. MAKE IT SOCIAL
    • 13. twitter & facebook game...
    • 14. BREAK THE FOURTH WALL
    • 15. Frank L. Baum OZ• novels• stage shows• films• comic strips• toys, board games• Land of Oz theme park• merchandise...
    • 16. CREATE AN IMMERSIVE WORLD THAT FANS WANT TO PLAY IN
    • 17. EXTEND STORY WORLD INTO THE REAL WORLD
    • 18. Alternate Reality Games participatory stories... hack the world
    • 19. Why So Serious?transmedia marketing
    • 20. in-world gaming...
    • 21. "If we could make your toaster print something we would.” Jordan Weisman, 42 Entertainment Creators of Why So Serious? Campaign
    • 22. J.J. Abrahms’ Mystery Box• design with puzzles• leave gaps in story• characters = cyphers• know your genre
    • 23. • source: www.42entertainment.com
    • 24. design questions are spatial transmedia/multi-platform stories• non-linear narratives• fans move between multiple platforms• characters & story arcs extend in time & across platforms• multiple points of entry• interactivity: affect story, remix story, write story• interactivity: innovative interface design
    • 25. two poles crossmedia social media transmediamarketing integrated art strategies
    • 26. two poles tent pole distributed other media other media unimportant equally important s dramaticallyfilm silo design integrated design transmedia one-way networked communication communication unresponsive responsive
    • 27. old model control vs. choice the creator’s dilemmahttp://neuronarrative.wordpress.com/2009/04/21/riding-the-moral-regulation-see-saw/
    • 28. old model control vs. choice new modelcreate, contribute, collaborate fans become co-creators
    • 29. • participatory???• yup.
    • 30. cbc.ca/oneday
    • 31. ‘VOD & the Film Business’ Thomas Mai, 2009‘FANDEPENDENT’ Festival Darlings Film Distribution Strategies 2.0 http://thomasmai.net/
    • 32. content is now... a gift ‘Stop Spreading Viruses & Start Giving Gifts’ Ivan Askwith bigspaceship.com (now head of Digital Media at Lucasfilm) http://www.bigspaceship.com/blog/think/getting-past-viral/
    • 33. • And if content is now a gift... • Your audience...
    • 34. YOUR FANS ARE AN ASSET
    • 35. hybrid strategies... doc content native transmedia
    • 36. invitation to participate...
    • 37. shift to... ‘FANDEPENDENT’build audience to... transform audience into community promote project request screenings build fan base for next project
    • 38. Iron Sky
    • 39. principles for a fandependent world✴ content = a gift ✴ fan participation & contribution ✴ financing, story creation, promotion ✴ fans are an asset - find them early ✴ your audience is global
    • 40. thank youSiobhan O’Flynn, PhD CFC Media Lab University of Toronto sioflynn@me.com @Sioflynn on Twitter website: siobhanoflynn.com

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