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ATL-PushPush Audience Engagement


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The second half of the Atlanta, PushPush weekend seminar was on audience engagement strategies. This includes everything from social media to transmedia and ended with a workshop on planning the distribution and outreach for six local films. I don't know why SlideShare duplicates the word distribution three times.....

ATL-PushPush Audience Engagement

  1. 1. Engage 101: Audience Building & Distribution & Distribution & Distribution Part Three: Audience Engagement
  2. 2. Photo Credit: FFFFound
  3. 3. CwF + RtB = $$$ Mike Masnick, TechDirt
  4. 4. CwF + RtB = $$$ Mike Masnick, TechDirt Connect with fans, give them a reason to buy, and make money.
  5. 5. How?
  6. 9. Participatory Culture <ul><li>A Conversation </li></ul>
  7. 11. Langworthy & Henein Vanishing of the Bees
  8. 12. <ul><li>Twitter Stats (via Twitter) </li></ul><ul><li>105,779,710 registered users </li></ul><ul><li>1,500% growth over the last three years </li></ul><ul><li>300,000 new sign-ups per day </li></ul><ul><li>60% of new accounts were from outside the U.S. </li></ul><ul><li>600 million search queries per day </li></ul><ul><li>A NY Times story gets tweeted every 4 seconds </li></ul>
  9. 13. Usage by Age Group US Growth Twitter
  10. 14. Zoe Keating @ZoeCello 1.38 million followers on Twitter
  11. 15. Building Community <ul><li>Friends & Fans </li></ul>
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  16. 20. CrowdSourcing <ul><li>Turning Community into Funders </li></ul>
  17. 22. <ul><li>$10 - Unpolished Rock (but with potential) Level: A free digital download of the album, when it's released. </li></ul><ul><li>$25 - Polished Rock Level : An advance copy of the CD. Weeks before the masses. </li></ul><ul><li>$2,500 - Emerald Level : Mentioned as an executive producer of the album -- whoop-di-doo! </li></ul><ul><li>$ 5,000 - Diamond Level : I will come and do a house concert for you. Invite your friends, serve some drinks, bring me out and I sing. Actually, this level is a smart choice economically. I've played many house concerts where the host has charged his guests and made his money back. I'd go for this if I were you. </li></ul><ul><li>$10,000 - Weapons-Grade Plutonium Level: You get to come and sing on my CD. Don't worry if you can't sing - we can fix that on our end. Also, you can always play the cowbell. </li></ul>Details from Jill’s Next Record website
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  20. 25. TheAgeofStupid.Net
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  23. 28. CrowdFunding <ul><li>The old fashioned way </li></ul>
  24. 30. Participatory II. <ul><li>A Viral Video Conversation </li></ul>
  25. 36. Remix Culture <ul><li>Mash-Ups and Sampling – Participatory Cinema </li></ul>
  26. 38. Kuitman: Thru-You
  27. 39. Gaylor: RIP! A Remix Manifesto
  28. 40. Red Letter Media , Mr. Plinkett: The Phantom Menace Review (s)
  29. 41. CrowdSourcing 2: <ul><li>Turning Community into Producers </li></ul>
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  32. 44. Multi-Platform <ul><li>Agnostic, Viral & Mobile </li></ul>
  33. 46. McAbee: Stingray Sam
  34. 48. Sally Potter’s Rage First Movie Premiering Day/Date at a Festival and on Mobile
  35. 49. Free <ul><li>(Plus Fee) </li></ul>
  36. 52. Generatives <ul><li>Immediacy </li></ul><ul><ul><li>Give them something now </li></ul></ul><ul><li>Personalization </li></ul><ul><ul><li>To their needs </li></ul></ul><ul><li>Interpretation </li></ul><ul><ul><li>With study guide, or commentary </li></ul></ul><ul><li>Authenticity </li></ul><ul><ul><li>From you directly, signed by you </li></ul></ul><ul><li>Embodiment </li></ul><ul><li>Speaking fees </li></ul><ul><li>Patronage </li></ul><ul><li>Support the artist; Radiohead model </li></ul><ul><li>Accessibility </li></ul><ul><li>Make it easy to get; convenient </li></ul><ul><li>Findability </li></ul><ul><li>Work with partners who make you findable </li></ul>From Kevin Kelly’s: Better Than Free
  37. 53. Cross-Platform <ul><li>Cross-Media, Transmedia </li></ul>
  38. 58. Transmedia What it is: Types/examples: Develop the story across multiple entry points Events Multi-platform Games/ARG Audience can become immersed in experience Interactive components Deep audience engagement Graphic Novels Encourages participatory audiences Online & viral content Each element a distinctive experience Mobile Story flows & builds rev streams Think Outside the norms - experiences
  39. 59. Transmedia Quick thoughts: Some Experts: Keep a mind towards audience dev. components from the beginning Christy Dena Think beyond marketing Stephen Dinehart (coined) It’s not all about the film - extend the experience Jeff Gomez Think about impact & social change Henry Jenkins Not just games.... events, gallery shows, etc. Mike Monello Some projects may not need to be a film John Threat ...or can become one if successful Lance Weiler Transmedia can be simple Many more...
  40. 60. Thomas Allen Harris: Through a Lens Darkly
  41. 61. Olds & Scott: Occupation Dreamland
  42. 62. Quick Summary Identify Core audience & build fan base Use social media & new tools Engage in the conversation - make it participatory and real Start early - and have a team Build your Plan A CWF + RtB Engage audience - transmedia
  43. 63. Engage 101: Audience Building & Distribution & Distribution & Distribution Part Four: Pitch Session/Workshop
  44. 64. Fitting it Together
  45. 65. Blog: Email: Twitter: @bnewman01