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the future of social media entertainment - spaa fringe 2008




       the future of
social media entertainent




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008



                   my talk
                what is sme
     audience’s doin it for themselves
involve, create, discuss, promote, measure
                   futures




                 slideshare.net/hayesg31
         Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
    lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008


                                                                                                              My perspective

Service provider, content producer, strategist, director, web 2.0 ‘generator’
•Music Producer, Lecturer, Filmmaker, editor BBC
•Interactive Online and Broadband TV - BBC 8 years
•Personalisation / standards - TV-Anytime, MPEG
•Advanced Media - LAMP
•Virtual World Creator
•7th Top Blog Media and Marketing Australia (230th worldwide)




                  Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
             lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008




WHY & WHAT IS
 SOCIAL MEDIA
ENTERTAINMENT

      Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
 lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008




    BROADCAST
        to
      WIRED

     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008


                                                                                                                                                   tipping point...




                Internet 13.7 hours per week vs. 13.3 hours TV

                Cross-media activity up: 58% of Australian internet users said they watch TV while online.

                “...for the first time ever this was not accompanied by an increase for TV consumption - a
                   possible early warning sign that we are approaching the feared media saturation point.”
                Nielsen Onlineʼs 10th Australian Internet and Technology Report.

http://www.marketingcharts.com/television/internet-surpasses-tv-in-australia-mobile-approaches-saturation-point-3976/nielsen-australia-media-consumption-internet-vs-tv-2005-2007jpg/

                                           Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
                                    lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008


                                                    Where are the eyeballs?
                                                                                                    big issue for
                                                                                                 advertising and on
                                                                                                   going funding




                       IBM survey of 2,400 households in the US, UK, Germany, Japan & Australia

              19% spending six hours or more per day on PERSONAL Internet usage

             66% viewing 1-4 hours of TV per day, versus 60% who reported the same
                               levels of personal Internet usage.

             The most popular video destinations are user-generated-content sites:
             YouTube-like sites are the destination of choice for 39% of respondents.



     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                                                 significant
                                                                                             increase in social
                                                                                              virtual worlds




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                                                                              youth TV is
                                                                                                                          becoming irrelevant




                                  TEDTalks : The Web and TV, a sibling rivalry - Peter Hirshberg (2007)


75% of internet users in USA watch online video - averaging 235 mins a month

Americans viewed more than 11.4 billion videos for a total duration of 558 million hours
during the month.
July 2008 data from the comScore Video Metrix service


                              Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
                         lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

WHAT MEDIA METAMORPHOSIS IS TAKING PLACE?
                                                                                             more traditional
                                                                                              media decline



                                                                     Biggest Decline in
                                                                     Print Advertising in
                                                                     58 years
                                                                     The Newspaper Association of
                                                                     America have released 2007 figures a
                                                                     week ago showing ad revenues fell by
                                                                     9.4% to $42 billion compared to 2006.

                                                                     This is the biggest fall since 1950
                                                                     when they started to track advertising
                                                                     in print.

                                                                     On the plus side for “word smiths”
                                                                     online ad revenue grew 18.8% to $3.2
                                                                     billion in the same period - but online
                                                                     is still a small proportion of print & TV,
                                                                     at the moment but growing
                                                                     exponentially.



     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

WHAT MEDIA METAMORPHOSIS IS TAKING PLACE?
                                                                                                    growth in
                                                                                                 social casual and
                                                                                                    mmorpgs




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008


                                                                                              other surveys
                                                                                             show saturation
                                                                                             and web stealing
                                                                                                TV time




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008
             Professionals view of media on the web?
                                                                                                     who does not
       “Most of the                                                                                hold at least on of
     social, sharing
      web is utter
                                                                           “People just dip          these views?
                                                                          in and out – donʼt
         rubbish”                      “The internet                       really engage”
                                    and social media is
                                    clunky, it doesnʼt
                                       work”
                                                                                               “No one makes
                                                                                              any money out of
                                                                                              the social web”
                                                     “None of the
          “Advertisers                              content on there is
       donʼt really take                            culturally relevant”
       the web very
          seriously”                                                                        “Most
                                                                                        professionals keep
                                     “TV and Film will be                               clear of games and
                                    dominant as long as the                                the web”
                                     image quality increases”

 “The web is about
information and                                                         “Broadcast and
 games not emotion”                                                Cinema distribution scarcity
                                                                   makes sure the best content
                                                                        surfaces to the top”

       Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
  lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008


                                                                                                            broadcasters
                                                                                                         do have a part to
                                                                                                         play in on demand
                                                                                                                video




YouTube won’t be the only game in town
BBC iPlayer TV peaking at 900,000 per day. Why?
1 technology barriers were removed. One click
consumers were into audio or video.
2 Half the BBC's linear programming is online, with
aims to make it all available
3 truly multi-platform. IPlayer is available on the
iPod Touch, iPhone and Nintendo Wii.




                 Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
            lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008
                                                                                                            make
                                                                                                         sure your
                                                                                                       attitude is not
DO WE HAVE TIME FOR EXCUSES?                                                                        alienating you from
                                                                                                     your community
                                                                                                         of interest
•“I donʼt have the time (is money) to
 talk or collaborate with the audience”
•“It is hard enough making the film
 never mind all this, extra, less
 meaningful stuff”
•“I want to tell MY story in MY way not
 theirs”
•“I know what the audience wants
 better than themselves – I know
 whatʼs good for them”

              Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
         lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008




AUDIENCES ARE
 DOIN IT FOR
 THEMSELVES

     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008
                                                                                                      remote
                                                                                                  countries like to
                                                                                                 push content into
                                                                                                    the cloud
Community Created Content (CCC)
 •84 percent of Australian and 88 percent of New
                                     1
 Zealand internet users use Web 2.0 for sharing
 content such as photos, links and video
Community Consumed Media
 •83% in Australia and 88% in New Zealand
Community Consumed Video
 •Around 78 percent of Australians and 76
 percent of New Zealanders download and
 stream audio and video content.
                     CONSUMER GENERATED MEDIA: EVOLUTION OR REVOLUTION? Nielsen 26 February 2008




          Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
     lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                                                 services
                                                                                                and tools
                                                                                          audiences are using to
                                                                                          become participants &
                                                                                              some example
                                                                                            ‘produced’ sme




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                                                                       how to be
                                                                                                                    heard above the
                                                                                                                    noise - a lot of it


6 months of YouTube
= 60 years of TV from
top 3 networks!

Around 200,000
three-minute videos
added per day
equivalent of 385
always-on TV
channels.
Kansas State University professor Michael
Wesch




                            Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
                       lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                                                  audiences
                                                                                                 become TV
                                                                                                 channels...




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                                                 broadcast live
                                                                                                  from mobile




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                                                 even
                                                                                           community created
                                                                                             games on PS3




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008
                                                                                                     this
                                                                                               epitomizes the
                                                                                              new social media
                                                                                                  paradigm




MACHINIMA
      Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
 lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa synergy 2008
                                                                     a fringe
                                                                  between games
                                                              creator and avid user -
                                                                 making effectively
                     MACHINIMA ENGINES                        promotional movies
Age of Conan                     Heavenly Sword                                    Movie Storm
    Antics                       Grand Theft Auto                              Never Winter Nights
Armed Assault                      Guild Wars                                       Runescape
  Battlefield                         Half-Life                                        Quake
Call of Duty 4                         Halo                                         Second Life
City of Heroes                     Heavy Metal                                         Spore
 Crackdown                          Iron Man                                    Star Wars Galaxies
    Crysis                            iClone                                    Super Smash Bros
   Doom 3                            Jumper                                         The Movies
  Everquest                          Lithtech                                        The Sims
   Far Cry                          Max Payne                                        Total War
     FEAR                        Medal of Honour                                      Unreal
Gears of War                       Metal Gear                                      Warhammer
                                                                               World of Warcraft

            Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
       lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                                              and there are a lot
                                                                                           made - more noise - but
                                                                                            again more time away
                                                                                             from ‘your’ content




8.5 millions views



               Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
          lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008


                                                                                 this is possible the first
                                                                                 new form created by a
                                                                                   producing user base




                                                                                                 300 days!




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

          Snaky’s Journal 4 - Winner of the Blizzcon Movie Contest, 2008!                     the quality is
                                                                                            getting better and
                                                                                                  better




                           © www.stonefalconproductions.com/


     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                                          sharing portals
                                                                                        are not limited to
                                                                                       generics - specialist
                                                                                         sharing and peer
                                                                                            review




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

  Real time, international, multi-user
                                           social
        collaborative machinima      co-creation, really
                                                                                             consider what is
                                                                                        happening here- audience
                                                                                          of avatars, performing
                                                                                         avatars, camera (me) all
                                                                                        logged in seperately from
                                                                                         around the world this is
                                                                                          almost like outside
                                                                                                broadcast




                                 Filmed and edited: Gary Hayes

     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                                                 tools to help
                                                                                              users manage their
                                                                                                 communities




51% of visitors say the reason they visit social networking
     sites, communities and blogs is “to have fun.”



        Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
   lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                           Itʼs not about business - this time itʼs personal


                                                                                                I disagree with
                                                                                               Chris Anderson’s
                                                                                            Free! theory - the new
                                                                                           currency is about respect
                                                                                             and trust. An agreed
                                                                                             value, not imposed -
                                                                                                 even free is
                                                                                                    imposed




TRUSTʼONOMICS - ʻSocial Currencyʼ

          Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
     lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008


                         A New Social Currency                                                Laurel Papworth talks
                                                                                             about your community
                                                                                             decides on your value




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                                                   Social
                                                                                             gambling, fantasy
                                                                                             but very sticky -
                                                                                             image this using
                                                                                              real money!




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008


                                                                                            community deciding
                                                                                              what projects are
                                                                                            valuable - would this
                                                                                             work for your film?




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008




WHAT CAN WE
  LEARN?

     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008
                                                                                                   potentially
                                                                                                 multiple cycles,
                                                                                                 different entry
                                                                                                     points




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                                              live this stuff -
                                                                                             understand it or
                                                                                             remain outside




                   INVOLVE

     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                                       be a part of these
                                                                                    communities and grow
                                                                                    trust through longevity
                                                                                     amongst many other
                                                                                           things!




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                           A World of Social Virtual Worlds
                                                                                                              put the effort
Club Penguin 4m                  Habbo Hotel 8m                     Stardoll 12m                           in to get under the
                                                                                                      Nicktropolis 5.5m
                                                                                                             surface of these
                                                                                                               new worlds



Second Life 1.2m              there.com 0.8m                World of Warcraft 11m               Mattel Barbie 2.75m (2mts)




    Kaneva                  NeoPets 30m                            Webkinz 3.8m                        Sony Home PS3




                              SVWs inside gameplay environs - Runescape - 5.5m, World of Warcraft 10m, Gaia Online 3.5m


                Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
           lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                                                 one of many
                                                                                                 social virtual
                                                                                                   spaces




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                                                 video of many
                                                                                                     others




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008
                                                                                                 creating
                                                                                            content culturally
                                                                                             (online culture)
                                                                                                 relevant




                      CREATE

     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008


this is how the              WHY DO YOU DO WHAT YOU DO?
audience think
       too
                                                      to create                                   to survive
       to tell ‘my’ story                            community

                                                                                                     to be
                                                                                                     happy
                                                         to give people
           to entertain
                                                       great experiences
           an audience
                                                                                                  to change
                                                                                                   society
                          to create                           to be
                         something                          different
                            new
                                                                                        to make
  vanity
                                                                                         money
production                               to tell the world
                                         about Australia


      Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
 lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008


                                                                                            beyond mono
                                                                                           media distribution
                                                                                            consider many
                                                                                             new forms




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008




                                                          Experience Design

                          Role of media producers to create compelling immersive
                              entertainment experiences for global audiences

                           Producer as aggregator of content/curator - creating the
                                      conditions to activate audiences

                                                           Democratisation of the media




http://www.marketingcharts.com/television/internet-surpasses-tv-in-australia-mobile-approaches-saturation-point-3976/nielsen-australia-media-consumption-internet-vs-tv-2005-2007jpg/

                                           Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
                                    lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008



                                                                                                  examples of
                                                                                                 professionally
                                                                                                 managed sme




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                                                 take control of
                                                                                                  actors on the
                                                                                                     street




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                                                 TV shot within
                                                                                                 virtual worlds




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008
                                                                                                 SuperStruct
                                                               Collaborative                      5500 players in 2 weeks

                                                            future imagineering
                                                              devised by Jane
                                                                McGonigal




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008


                                                                                                                  Collaborative
                                                                                                               future imagineering
a collaborative simulation                                                                                       devised by Jane
of a global oil shortage                                                                                           McGonigal


32 days, 60 000 visitors
1800 players 12 countries


the best way to change
future is to play with it
first - CNET


apr 2007




                   Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
              lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008




                                                                                                      Australian
                                                                                                 company Hoodlum
                                                                                                  leading the way in
                                                                                                        SME




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008




       Laboratory for Advanced Media Production

                Developing links with industry partners

 Incubating innovative digital cross platform projects -
mobile, broadband PC/TV, IPTV, PVR, MUVEs and beyond

                          Testbed deployment partners

       Development partners including state agencies

    International partnerships - AFI (US), European labs,
                       BBC Innovation



           Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
      lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008
                                                                                       Many LAMP projects
                                                                                       audience centric SME




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008



Scorched

                                                                                                                 Scorched
                                                                                                               learning from
                                                                                                            designing basic SME
                                                                                                              prior to TV tx




                Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
           lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008



                                                                                                 Selection of other
                                                                                                     LAMP SME




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                                           Examples from last
                                                                                         Laboratory of Advanced
                                                                                            Media Production
                                                                                             Residential




          Portable Ghosts                                                  Master Raindrop




         Thursday’s Fictions                                                  Wild Ark




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008
                                                                                                            AFTRS devising
                                                                                                          courses that look at
                                                                                                           the cross over of
quot;Alongside it's world                                                                                      worlds and TV and
renowned TV and Film
courses, AFTRS is                                                                                           games and film
developing a range of
foundational and
specialised graduate
courses that will explore
games, virtual environments
and innovative new forms.
They will explore the link
between story and
participatory applications
and how interactive media
can be made more
'cinematic' and immersive.
At post graduate level it is
planning to offer a project
based course that
encourages pioneering
projects and inspires
innovation.quot;




                    Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
               lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008




TV FIGHTS BACK?


      Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
 lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                  Social media TV
                                                examples - Cult, The
                                                 LWord and Spooks




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008


                                                                              One of the oldest and best
The National IQ Test
                                                                            iTV formats or templates from
The National 2002 Test                                                      BBC, personalized for users but
The National Relationship Test                                             also allowed national comparison
                                                                               - facebook widget on TV?
The National IQ Test 2003
The National Quiz
The 2003 Test
The Great British Test
The IQ Test 2004
The Popular Music Test
The 2004 Test
The Big Entertainment Test
The 20th Century Test
Know Your English Test
How to Sleep Better



              Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
         lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008


                                                                                              If content falls
                                                                                            on the web and no
                                                                                             one discusses it -
                                                                                              does it exist?




DISCUSS

     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008


                                                                               Great example of meaningful
                                                                           discussion (content is queen now) -
                                                                                    triggerstreet.com




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008




PROMOTE

       Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
  lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008

                                                                       Promotion will work if you
                                                                  are trusted by your peers. Consider
                                                                     events around content vs only
                                                                         content promotion




                                                           gamejam.org.au

     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008




              MEASURE
     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008


                                                                                               Measuring and
                                                                                       iteratively changing content
                                                                                      is a part of the sustainability
                                                                                           enabled by the web.
                                                                                         Monitor or be damned




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008




  FUTURES

     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008


                                                                                             The instantaneous
                                                                                             web, the immersive
                                                                                                   web 3.0




     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
media metamorphosis, playability, socialability

                                                                                              Mixed reality,
                                                                                           services run parallel
                                                                                           and merged in with
                                                                                               each other




           Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
media metamorphosis, playability, socialability

                                                               Merging of SVWs and TV
                                                                                               Mixed reality,
                                                                                            services run parallel
                                                                                            and merged in with
                                                                                                each other




           Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008




                           From audience perspective
                           •content = king
                           •conversation = content (web2)
                           •therefore
                           •conversation = king
                           The winners are those who enable
                           the conversation

     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008




          thank you
     aftrs.edu.au/virtual
              or
   personalizemedia.com


             slideshare.net/hayesg31

     Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008




                                                                                                            Backup slide
                                                                                                         - Thanks to Laurel
                                                                                                        for identifying many
                                                                                                          revenue streams
                                                                                                          emerging across
                                                                                                            social media




http://silkcharm.blogspot.com/2008/09/social-media-monetization-and-revenue.html

            Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF
       lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com

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Future Of Social Media Entertainment

  • 1. the future of social media entertainment - spaa fringe 2008 the future of social media entertainent Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 2. the future of social media entertainment - spaa fringe 2008 my talk what is sme audience’s doin it for themselves involve, create, discuss, promote, measure futures slideshare.net/hayesg31 Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 3. the future of social media entertainment - spaa fringe 2008 My perspective Service provider, content producer, strategist, director, web 2.0 ‘generator’ •Music Producer, Lecturer, Filmmaker, editor BBC •Interactive Online and Broadband TV - BBC 8 years •Personalisation / standards - TV-Anytime, MPEG •Advanced Media - LAMP •Virtual World Creator •7th Top Blog Media and Marketing Australia (230th worldwide) Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 4. the future of social media entertainment - spaa fringe 2008 WHY & WHAT IS SOCIAL MEDIA ENTERTAINMENT Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 5. the future of social media entertainment - spaa fringe 2008 BROADCAST to WIRED Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 6. the future of social media entertainment - spaa fringe 2008 tipping point... Internet 13.7 hours per week vs. 13.3 hours TV Cross-media activity up: 58% of Australian internet users said they watch TV while online. “...for the first time ever this was not accompanied by an increase for TV consumption - a possible early warning sign that we are approaching the feared media saturation point.” Nielsen Onlineʼs 10th Australian Internet and Technology Report. http://www.marketingcharts.com/television/internet-surpasses-tv-in-australia-mobile-approaches-saturation-point-3976/nielsen-australia-media-consumption-internet-vs-tv-2005-2007jpg/ Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 7. the future of social media entertainment - spaa fringe 2008 Where are the eyeballs? big issue for advertising and on going funding IBM survey of 2,400 households in the US, UK, Germany, Japan & Australia 19% spending six hours or more per day on PERSONAL Internet usage 66% viewing 1-4 hours of TV per day, versus 60% who reported the same levels of personal Internet usage. The most popular video destinations are user-generated-content sites: YouTube-like sites are the destination of choice for 39% of respondents. Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 8. the future of social media entertainment - spaa fringe 2008 significant increase in social virtual worlds Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 9. the future of social media entertainment - spaa fringe 2008 youth TV is becoming irrelevant TEDTalks : The Web and TV, a sibling rivalry - Peter Hirshberg (2007) 75% of internet users in USA watch online video - averaging 235 mins a month Americans viewed more than 11.4 billion videos for a total duration of 558 million hours during the month. July 2008 data from the comScore Video Metrix service Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 10. the future of social media entertainment - spaa fringe 2008 WHAT MEDIA METAMORPHOSIS IS TAKING PLACE? more traditional media decline Biggest Decline in Print Advertising in 58 years The Newspaper Association of America have released 2007 figures a week ago showing ad revenues fell by 9.4% to $42 billion compared to 2006. This is the biggest fall since 1950 when they started to track advertising in print. On the plus side for “word smiths” online ad revenue grew 18.8% to $3.2 billion in the same period - but online is still a small proportion of print & TV, at the moment but growing exponentially. Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 11. the future of social media entertainment - spaa fringe 2008 WHAT MEDIA METAMORPHOSIS IS TAKING PLACE? growth in social casual and mmorpgs Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 12. the future of social media entertainment - spaa fringe 2008 other surveys show saturation and web stealing TV time Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 13. the future of social media entertainment - spaa fringe 2008 Professionals view of media on the web? who does not “Most of the hold at least on of social, sharing web is utter “People just dip these views? in and out – donʼt rubbish” “The internet really engage” and social media is clunky, it doesnʼt work” “No one makes any money out of the social web” “None of the “Advertisers content on there is donʼt really take culturally relevant” the web very seriously” “Most professionals keep “TV and Film will be clear of games and dominant as long as the the web” image quality increases” “The web is about information and “Broadcast and games not emotion” Cinema distribution scarcity makes sure the best content surfaces to the top” Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 14. the future of social media entertainment - spaa fringe 2008 broadcasters do have a part to play in on demand video YouTube won’t be the only game in town BBC iPlayer TV peaking at 900,000 per day. Why? 1 technology barriers were removed. One click consumers were into audio or video. 2 Half the BBC's linear programming is online, with aims to make it all available 3 truly multi-platform. IPlayer is available on the iPod Touch, iPhone and Nintendo Wii. Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 15. the future of social media entertainment - spaa fringe 2008 make sure your attitude is not DO WE HAVE TIME FOR EXCUSES? alienating you from your community of interest •“I donʼt have the time (is money) to talk or collaborate with the audience” •“It is hard enough making the film never mind all this, extra, less meaningful stuff” •“I want to tell MY story in MY way not theirs” •“I know what the audience wants better than themselves – I know whatʼs good for them” Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 16. the future of social media entertainment - spaa fringe 2008 AUDIENCES ARE DOIN IT FOR THEMSELVES Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 17. the future of social media entertainment - spaa fringe 2008 remote countries like to push content into the cloud Community Created Content (CCC) •84 percent of Australian and 88 percent of New 1 Zealand internet users use Web 2.0 for sharing content such as photos, links and video Community Consumed Media •83% in Australia and 88% in New Zealand Community Consumed Video •Around 78 percent of Australians and 76 percent of New Zealanders download and stream audio and video content. CONSUMER GENERATED MEDIA: EVOLUTION OR REVOLUTION? Nielsen 26 February 2008 Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 18. the future of social media entertainment - spaa fringe 2008 services and tools audiences are using to become participants & some example ‘produced’ sme Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 19. the future of social media entertainment - spaa fringe 2008 how to be heard above the noise - a lot of it 6 months of YouTube = 60 years of TV from top 3 networks! Around 200,000 three-minute videos added per day equivalent of 385 always-on TV channels. Kansas State University professor Michael Wesch Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 20. the future of social media entertainment - spaa fringe 2008 audiences become TV channels... Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 21. the future of social media entertainment - spaa fringe 2008 broadcast live from mobile Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 22. the future of social media entertainment - spaa fringe 2008 Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 23. the future of social media entertainment - spaa fringe 2008 even community created games on PS3 Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 24. the future of social media entertainment - spaa fringe 2008 this epitomizes the new social media paradigm MACHINIMA Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 25. the future of social media entertainment - spaa synergy 2008 a fringe between games creator and avid user - making effectively MACHINIMA ENGINES promotional movies Age of Conan Heavenly Sword Movie Storm Antics Grand Theft Auto Never Winter Nights Armed Assault Guild Wars Runescape Battlefield Half-Life Quake Call of Duty 4 Halo Second Life City of Heroes Heavy Metal Spore Crackdown Iron Man Star Wars Galaxies Crysis iClone Super Smash Bros Doom 3 Jumper The Movies Everquest Lithtech The Sims Far Cry Max Payne Total War FEAR Medal of Honour Unreal Gears of War Metal Gear Warhammer World of Warcraft Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 26. the future of social media entertainment - spaa fringe 2008 and there are a lot made - more noise - but again more time away from ‘your’ content 8.5 millions views Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 27. the future of social media entertainment - spaa fringe 2008 this is possible the first new form created by a producing user base 300 days! Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 28. the future of social media entertainment - spaa fringe 2008 Snaky’s Journal 4 - Winner of the Blizzcon Movie Contest, 2008! the quality is getting better and better © www.stonefalconproductions.com/ Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 29. the future of social media entertainment - spaa fringe 2008 sharing portals are not limited to generics - specialist sharing and peer review Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 30. the future of social media entertainment - spaa fringe 2008 Real time, international, multi-user social collaborative machinima co-creation, really consider what is happening here- audience of avatars, performing avatars, camera (me) all logged in seperately from around the world this is almost like outside broadcast Filmed and edited: Gary Hayes Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 31. the future of social media entertainment - spaa fringe 2008 tools to help users manage their communities 51% of visitors say the reason they visit social networking sites, communities and blogs is “to have fun.” Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 32. the future of social media entertainment - spaa fringe 2008 Itʼs not about business - this time itʼs personal I disagree with Chris Anderson’s Free! theory - the new currency is about respect and trust. An agreed value, not imposed - even free is imposed TRUSTʼONOMICS - ʻSocial Currencyʼ Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 33. the future of social media entertainment - spaa fringe 2008 A New Social Currency Laurel Papworth talks about your community decides on your value Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 34. the future of social media entertainment - spaa fringe 2008 Social gambling, fantasy but very sticky - image this using real money! Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 35. the future of social media entertainment - spaa fringe 2008 community deciding what projects are valuable - would this work for your film? Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 36. the future of social media entertainment - spaa fringe 2008 WHAT CAN WE LEARN? Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 37. the future of social media entertainment - spaa fringe 2008 potentially multiple cycles, different entry points Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 38. the future of social media entertainment - spaa fringe 2008 live this stuff - understand it or remain outside INVOLVE Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 39. the future of social media entertainment - spaa fringe 2008 be a part of these communities and grow trust through longevity amongst many other things! Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 40. the future of social media entertainment - spaa fringe 2008 A World of Social Virtual Worlds put the effort Club Penguin 4m Habbo Hotel 8m Stardoll 12m in to get under the Nicktropolis 5.5m surface of these new worlds Second Life 1.2m there.com 0.8m World of Warcraft 11m Mattel Barbie 2.75m (2mts) Kaneva NeoPets 30m Webkinz 3.8m Sony Home PS3 SVWs inside gameplay environs - Runescape - 5.5m, World of Warcraft 10m, Gaia Online 3.5m Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 41. the future of social media entertainment - spaa fringe 2008 one of many social virtual spaces Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 42. the future of social media entertainment - spaa fringe 2008 video of many others Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 43. the future of social media entertainment - spaa fringe 2008 creating content culturally (online culture) relevant CREATE Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 44. the future of social media entertainment - spaa fringe 2008 this is how the WHY DO YOU DO WHAT YOU DO? audience think too to create to survive to tell ‘my’ story community to be happy to give people to entertain great experiences an audience to change society to create to be something different new to make vanity money production to tell the world about Australia Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 45. the future of social media entertainment - spaa fringe 2008 beyond mono media distribution consider many new forms Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 46. the future of social media entertainment - spaa fringe 2008 Experience Design Role of media producers to create compelling immersive entertainment experiences for global audiences Producer as aggregator of content/curator - creating the conditions to activate audiences Democratisation of the media http://www.marketingcharts.com/television/internet-surpasses-tv-in-australia-mobile-approaches-saturation-point-3976/nielsen-australia-media-consumption-internet-vs-tv-2005-2007jpg/ Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 47. the future of social media entertainment - spaa fringe 2008 examples of professionally managed sme Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 48. the future of social media entertainment - spaa fringe 2008 take control of actors on the street Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 49. the future of social media entertainment - spaa fringe 2008 TV shot within virtual worlds Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 50. the future of social media entertainment - spaa fringe 2008 SuperStruct Collaborative 5500 players in 2 weeks future imagineering devised by Jane McGonigal Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 51. the future of social media entertainment - spaa fringe 2008 Collaborative future imagineering a collaborative simulation devised by Jane of a global oil shortage McGonigal 32 days, 60 000 visitors 1800 players 12 countries the best way to change future is to play with it first - CNET apr 2007 Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 52. the future of social media entertainment - spaa fringe 2008 Australian company Hoodlum leading the way in SME Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 53. the future of social media entertainment - spaa fringe 2008 Laboratory for Advanced Media Production Developing links with industry partners Incubating innovative digital cross platform projects - mobile, broadband PC/TV, IPTV, PVR, MUVEs and beyond Testbed deployment partners Development partners including state agencies International partnerships - AFI (US), European labs, BBC Innovation Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 54. the future of social media entertainment - spaa fringe 2008 Many LAMP projects audience centric SME Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 55. the future of social media entertainment - spaa fringe 2008 Scorched Scorched learning from designing basic SME prior to TV tx Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 56. the future of social media entertainment - spaa fringe 2008 Selection of other LAMP SME Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 57. the future of social media entertainment - spaa fringe 2008 Examples from last Laboratory of Advanced Media Production Residential Portable Ghosts Master Raindrop Thursday’s Fictions Wild Ark Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 58. the future of social media entertainment - spaa fringe 2008 AFTRS devising courses that look at the cross over of quot;Alongside it's world worlds and TV and renowned TV and Film courses, AFTRS is games and film developing a range of foundational and specialised graduate courses that will explore games, virtual environments and innovative new forms. They will explore the link between story and participatory applications and how interactive media can be made more 'cinematic' and immersive. At post graduate level it is planning to offer a project based course that encourages pioneering projects and inspires innovation.quot; Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 59. the future of social media entertainment - spaa fringe 2008 TV FIGHTS BACK? Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 60. the future of social media entertainment - spaa fringe 2008 Social media TV examples - Cult, The LWord and Spooks Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 61. the future of social media entertainment - spaa fringe 2008 One of the oldest and best The National IQ Test iTV formats or templates from The National 2002 Test BBC, personalized for users but The National Relationship Test also allowed national comparison - facebook widget on TV? The National IQ Test 2003 The National Quiz The 2003 Test The Great British Test The IQ Test 2004 The Popular Music Test The 2004 Test The Big Entertainment Test The 20th Century Test Know Your English Test How to Sleep Better Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 62. the future of social media entertainment - spaa fringe 2008 If content falls on the web and no one discusses it - does it exist? DISCUSS Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 63. the future of social media entertainment - spaa fringe 2008 Great example of meaningful discussion (content is queen now) - triggerstreet.com Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 64. the future of social media entertainment - spaa fringe 2008 Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 65. the future of social media entertainment - spaa fringe 2008 PROMOTE Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 66. the future of social media entertainment - spaa fringe 2008 Promotion will work if you are trusted by your peers. Consider events around content vs only content promotion gamejam.org.au Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 67. the future of social media entertainment - spaa fringe 2008 MEASURE Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 68. the future of social media entertainment - spaa fringe 2008 Measuring and iteratively changing content is a part of the sustainability enabled by the web. Monitor or be damned Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 69. the future of social media entertainment - spaa fringe 2008 FUTURES Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 70. the future of social media entertainment - spaa fringe 2008 The instantaneous web, the immersive web 3.0 Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 71. media metamorphosis, playability, socialability Mixed reality, services run parallel and merged in with each other Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 72. media metamorphosis, playability, socialability Merging of SVWs and TV Mixed reality, services run parallel and merged in with each other Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 73. the future of social media entertainment - spaa fringe 2008 From audience perspective •content = king •conversation = content (web2) •therefore •conversation = king The winners are those who enable the conversation Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 74. the future of social media entertainment - spaa fringe 2008 thank you aftrs.edu.au/virtual or personalizemedia.com slideshare.net/hayesg31 Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
  • 75. the future of social media entertainment - spaa fringe 2008 Backup slide - Thanks to Laurel for identifying many revenue streams emerging across social media http://silkcharm.blogspot.com/2008/09/social-media-monetization-and-revenue.html Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPF lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com