TMC Goa Hippy Tribe Case Study


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TMC Goa Hippy Tribe Case Study

  1. 1. GoaHippyTribe caseStudy GO
  2. 2. Why? This project is exceptional because of its use ofFacebook as a central hub and as a galvanizing force for audience development
  3. 3. theOverviewThe Goa Hippy Tribe project is about people who shared a common space and time on the shores of Goa, Indiaduring the 70’s ‘hippy revolution’ and are now re-uniting after more than 30 years via Facebook.Australian film-maker Darius Devas has travelled back to Goa to document this unique re-union of old friends andposted video interviews to the Goa Hippy Tribe Facebook group and fanpages with people central to this story.The project is realized entirely online with it’s core being a community hub on Facebook.
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  5. 5. timeline 20,000 Members in website Accepted FWA Site Win sxsw Webby 34, 489 Members inFacebook Group Facebook Group launched to IDFA of the day interactive award honouree Facebook GroupstartedFeb 23, 2010 May 9, 2011 Aug 3, 2011 Oct 14, 2011 Nov 12, 2011 Mar 13, 2012 Apr 10, 2012 Currently...
  6. 6. thePlatformsFacebook VIMEO | YouTUBE Website
  7. 7. The Platforms startingwithCommunity Goa Hippy Tribe was built around community first withFacebook as itʼs main platform.It launched the Facebook page as a way for the community to reconnect after more than 30 years. From this group DariusDevas, who spent the early part of his life in this community, contacted and interviewed his subjects as they all gathered for a reunion in Goa.
  8. 8. The PlatformsstartingwithCommunity These video interviews were then launched on Vimeo / YouTube and posted the full documentary published on Facebook in 13 segments (each around 4 minutes) over a two month period in 2010. This both broadened the community while keeping ties with the existing Facebook group.
  9. 9. The PlatformsstartingwithCommunity 18 months after the initial Facebook launch, all of these assets were then pulled into a Facebook Connect enabled website. This allowed for personalization of the users experience, as well as the ability to collect and save a variety of assets including music, photos and videos. As well, all of the assets on the site are sharable to enable users to send music, videos and photos out to their own social media networks including Facebook and Twitter. This is a great example of a project that has looked to the nature of their project in order to choose the appropriate platforms. In this case, building and maintaining community are at the core of this community, past and present so a social network such as Facebook is the perfect tentpole for this project.
  10. 10. Social Media CampaignfacebookConnect Goa Hippy Tribe uses Facebook Connect to merge the communities and the assets of this project. Using gamification techniques such as collecting and sharing, along with creating a personalized experience for each viewer allows for a deeper level of connection with their audience. The Backpack is used as a place to collect and store music, videos and images. These assets can all be shared on the audience member’s Facebook and Twitter accounts at any time. There are 78 assets that can be collected. Through Facebook Connect, the site stores your Backpack so all of the assets will be there next time you visit.
  11. 11. theAudienceAccording to Darius Devas, the Director,there are three main audiences forGoa Hippy Tribe:1. People who had been interviewed in Goa 2. People who knew them 3. Likeminded people from all over the worldAudience is integral to Goa Hippy Tribe, not only as viewers, but also as researchers and contributors to the project.Justin Buckwell, Creative Head of (who collaborated on GHT), explains it by saying: “Traditionally in the lead upto creating a documentary there would be a research and interview process that would never be released to audiences.What we are looking to achieve with GHT is allowing people to experience and become part of the whole documentaryprocess.”{A}In addition, the high level of user interaction is also intended to deepen the experience for the viewer. According toFreehand TV executive producer Paul Rudd: “Through the use of digital it is our hope that the build up of interaction willensure the Facebook audience will feel a greater sense of community and involvement with the documentary than theywould otherwise feel from simply watching on the television.” {A}Buckwell goes on to say: “Facebook allows audiences to become involved in grow discussions surrounding the wholeprocess helping to influence the shape of the documentary. This approach is turning the documentary from passive intoan active experience, helping to build an increased community with the audience. The project shows howusing the internet you can find an audience then have it create, shape and share your story.” {A}
  12. 12. Awardsetc.Critically acclaimed, Goa Hippy Tribe has received numerous awards for their innovative approach...SXSW FWA Site of the Day Webby Honouree idfa
  13. 13. CONTENT theteamDarius Devas Paul Rudd Steve Bond Thierry Bled Karen Shaw Sophie SeabornDirector, Camera Executive Sound Producer & Gabrielle Jones Additional Research& Editor Producer Production Managers WEBSITEStephen Boyle Maria Moore Ester HardingLegal Head of Post-Production Production Coordinator matucha FreeSound/ kevinkace SBS Online. thereelfryboy
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  16. 16. Get in Touch contactus TMC Resource Kit tmcresourcekit.comGoa Hippy Tribe Case Study was prepared by: anthea foyer @antheafoyer
  17. 17. tmcrkpartners THANKS to...
  18. 18. The Goa Hippy Tribe Case Study is released under a NonCommercialShareAlike Creative Commons license to be shared, remixed andexpanded non-­‐commercially, as long as you credit the TMCResource Kit, the creator of the Case Study, Anthea Foyer or Dr.Siobhan O’Flynn, and license your new creations under the identicalterms.Images from third parties (IE. Goa Hippy Tribe) retain original copyright.