Monetising Content - CCC Jan 2010
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Using new media strategies to monetise content
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Monetising Content - CCC Jan 2010
- 1. Alison Norrington Novelist & PhD researcher - Transmedia Emerging Platforms for Writers, Fragmented Interaction & Pervasive Media storycentralDIGITAL Web: www.storycentralDIGITAL.wordpress.com storycentralDIGITAL
- 2. Using new media strategies to monetise content
- 3. or.. fragmenting brand/services to give a value and service that customers will PAY for
- 6. Harnessing ‘e’ Offer options www.storycentralDIGITAL.wordpress.com
- 7. Blogger - daily posts Email to subscribers inbox from ‘Sophie’ Podcast chapters www.Sophie Dilemma .com YouTube documentaries Bebo / MySpace/ Facebook Twitter Second Life Machinima Forums Micropoll
- 17. Build loyalty Build community Be reliable Be regular Become a knowledge base for your field
- 18. WHERE?
- 19. Go where your target market/audience ‘hang out’ online...
- 20. & then slowly bring them to YOU!
- 22. ‘Noah’s Ark’ it Fragment the ‘mothership’ and cast a wider net
- 28. E-book: free, in a wide variety of formats Audiobook: free, in a wide variety of formats Donations: whatever happens Print-on-Demand trade paperback: $16 Premium hardcover edition: $250, limited run of 250 copies Commission a new story: $10,000 (one only) Advertisements: TBD Donations of books: TBD
- 42. Conversational marketing is about having a dialogue with people and not who has the best monologue!
- 43. Freemium – Business model essentially works by offering a basic services for free, once the user becomes loyal they may advance to premium services available. LinkedIn, Skype and Flicker all use this model.
- 44. “When copies are super abundant, they become worthless. When copies are super abundant, stuff which can’t be copied becomes scarce and valuable. When copies are free, you need to sell things which can not be copied.” Kevin Kelly, Better Than Free, The Technium
- 45. Brian Newman What Will People Pay For? Immediacy – instant options (for free on iTunes but also sell online?) Personalisation – free for general release but pay if personalised Authenticity – despite ‘free’, audience like a direct souvenir Embodiment – BE there. DO something. A talk? A screening? Patronage – audience/reader donations for additional content/involvement Accessibility –available online but easier to pay iTunes to access on ANY DEVICE
- 47. Thank You. Questions? Alison Norrington Novelist & PhD researcher – Transmedia Emerging Platforms for Writers, Fragmented Interaction & Pervasive Media storycentralDIGITAL Web: www.storycentralDIGITAL.wordpress.com storycentralDIGITAL
Editor's Notes
- Good example is FREAK by Fremantle and MySpace. Scripted 13 week drama for teens., non linear, interactive and dynamic. You could JUST watch 2 weekly episodes (shot in HD) – but on MySpace – music site – budget problems meant music expensive and limited. Ask for music and put on freak! 10,000 songs sent.In SOAP are 3 levels of storyline.A = 3 month (predetermined) – NON INFLUENCEDB = weekly – audience participation here. Not to CHOOSE, but to come and help us (almost ARG gaming type idea) –ask people who live in area to come and help do something!C = episodic – not in main episode, just appeared in character profile. Lucy – party and need to dress EMO . so go on profile and post video – low grade video and ask for help.
- So to harness ‘e’ is a huge opportunity in terms of both marketing, driving and enhancing story. For my PhD I’m writing my 5th novel as a transmedia story – which is challenging as it is a contemporary romantic comedy and hasn’t been done as transmedia yet. Blogging about my epxeriences and how we can exploit content across web, mobile and iTV.Creating new concepts for emerging platforms atstorycentraldigital.