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Navigating the Expanding Transmedia Multiplatform Universe and State of the Industry

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A 2nd day keynote at Merging Media 2013 in Vancouver Canada. Slides formatted for widescreen. A 50 min prez.
http://mergingmedia.ca/events/mm2013/conference/overview/ - features an inserted "Transmedia State of the Industry" ten measures special :)

From idea to proof of concept to build to users and back again - here's a quick review of opportunities in some of the latest multi-platform production techniques and services. How do we make choices with so many digital media platforms and Apps available to us now? What methodologies can we use to find the most appropriate medium and technology to adopt for our latest story property? With so many distribution channels, how do we create, reach and ensure that we are user centric and able to distribute and grow our Multiplatform creations? Transmedia Guru, recent ABC TV Multiplatform Product Manager and StoryLabs CEO, Gary Hayes, maps out the challenges faced in designing a cohesive story universe today.

Navigating the Expanding Transmedia Multiplatform Universe and State of the Industry

  1. 1. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Hello Merged Media! Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  2. 2. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com a little of my journey through broadcasters, agencies, labs Merging  Media:  Nov  2013  Vancouver
  3. 3. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  4. 4. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  5. 5. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines voice: a personal experiential story about bush fires Bush fires, or Wild Fires you call them here, is a random killer. Especially when they driven by 100km non-directional winds in 40+ celcius heat and dry, fuel stoked forests. It can strike at any moment. People talk of having 15 seconds to escape while 30 meter tsunami like walls of flame engulf their street, their house. Others in cities far away talk of chocking in the street from the thick smoke billowing down off the mountains. ! During this period our normal channels of two-way communication go into overdrive and deeply immerse everyone in a real time, real life story where I and others were major participants. I would learn to value and closely follow all the story trails. ! story continues over next slides - walking through interconnected platforms & critical content points Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  6. 6. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com a transmedia experience? Merging  Media:  Nov  2013  Vancouver
  7. 7. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com a transmedia experience? Merging  Media:  Nov  2013  Vancouver
  8. 8. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com a transmedia experience? Merging  Media:  Nov  2013  Vancouver
  9. 9. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  10. 10. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines what are the important words in that pervasive story I just told? • Two-way communication • Value • Friends, Contacts • Official channels • Shared Personal Stories • Like-a-game • Call To Action • Cliff-hanger Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  11. 11. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines a transmedia experience? oddly prescient production 2009 INTERNATIONAL DIGITAL EMMY® AWARDS WINNER ! DIGITAL PROGRAM: FICTION Scorched Firelight Productions in association with Goalpost Pictures / Essential Media and Entertainment Australia ! Director/ Producer: Marcus Gillezeau Producer: Ellenor Cox Co-Producer/ Writer: Michael O’Neill Writer/ Editor: Brad Hayward ! At LAMP 2008 Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  12. 12. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines We are in Flux…vote time… ! STATE OF THE MULTIPLATFORM TRANSMEDIA INDUSTRY Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  13. 13. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Transmedia: State of the Industry. Mature? How do we measure up? Language and Grammar? Tower of Babel Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Multiplatform Transmedia Cross-platform Cross-media Movements Multimedia Interactive Digital ….. Industry Shared Merging  Media:  Nov  2013  Vancouver
  14. 14. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Transmedia: State of the Industry. Mature? How do we measure up? IDENTIFYING FORMATS? From Extension - Personally Relevant -Exploration to Multiplatform Formats? Formless Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Co-Created Documentary Dual Screen Parallel Narrative Drama Socially Driven Factual Webisodes Real Time Socially Shared Docs Situated Documentary Casual Games Experiential Entertainment Social TV 3D Event Simulation Dual Screen Personalized AI Driven Drama Virtual & Augmented Docs Productized Merging  Media:  Nov  2013  Vancouver
  15. 15. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com are we at the stage of ‘packaging’ our mulitplatform formats? Merging  Media:  Nov  2013  Vancouver
  16. 16. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Transmedia: State of the Industry. Mature? How do we measure up? Business Models? Cap in Hand Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Sustainable - Formalised Merging  Media:  Nov  2013  Vancouver
  17. 17. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Transmedia: State of the Industry. Mature? How do we measure up? Multiplatform Metrics / Data? Finger in the Air Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com True Measure of Engagement Merging  Media:  Nov  2013  Vancouver
  18. 18. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Transmedia: State of the Industry. Mature? How do we measure up? Level of Interactivity? Pushed Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Immersive, Game Like Merging  Media:  Nov  2013  Vancouver
  19. 19. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Transmedia: State of the Industry. Mature? How do we measure up? Social Media Integration? Anti Social Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Participatory Merging  Media:  Nov  2013  Vancouver
  20. 20. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Transmedia: State of the Industry. Mature? How do we measure up? Integrated Production? After thought Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Parallel Process Merging  Media:  Nov  2013  Vancouver
  21. 21. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Transmedia: State of the Industry. Mature? How do we measure up? Job Roles & Definitions? Tower of Babel Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Convergence Director Story Architect Experience Designer Creative Technologist Transmedia Producer Web Producer Social Media Strategist …. Locked Down Merging  Media:  Nov  2013  Vancouver
  22. 22. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Transmedia: State of the Industry. Mature? How do we measure up? Multiplatform Producer Skills Training? None Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com It’s Everywhere Merging  Media:  Nov  2013  Vancouver
  23. 23. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Transmedia: State of the Industry. Mature? How do we measure up? Audience/User Perception? Marketing Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Truly Unique Storytelling Merging  Media:  Nov  2013  Vancouver
  24. 24. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Transmedia: State of the Industry. Mature? How do we measure up? OVERALL? ? Poor Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com V.Good Merging  Media:  Nov  2013  Vancouver
  25. 25. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines which economy is it anyway? “To be trusted is a greater compliment than being loved.” ― George MacDonald • From A commodity or goods economy?! • A service economy?! • An experience economy?! • An attention economy?! • To A trust economy? People want to go on a magical mystery tour - but do they have trust for you as the bus driver Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  26. 26. Navigating the Expanding Media Universe   LIVE IT, CREATE FOR IT, ADAPT TO IT! ! Identifying Merged Media Production Pipelines 1 IMMERSE YOURSELF 9 RINSE & REPEAT 2 LIVE IN THE COMMUNITY 3 HAVE INTENTION 8 RELEASE & ADAPT 4 STORY BUILD 7 PRODUCE 5 DESIGN EXPERIENCE 6 FINALISE PLATFORM & BIZ MODS Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  27. 27. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines 1 IMMERSE YOURSELF! Live the medium/s, educate yourself about them, travel through them! ! 'Societies have always been shaped more by the nature of the media by which people communicate than by the content...' Marshall McLuhan Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  28. 28. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines EXPLORE - BE A MULTIPLATFORM TOURIST - USE A GUIDE Dont be an armchair Multiplatform Producer! Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  29. 29. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Yes Story first BUT be aware of emerging potential vehicles for your story Merging  Media:  Nov  2013  Vancouver
  30. 30. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines We are becoming more experiential & real world driven in our needs, a backlash from too much online social networking? Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  31. 31. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines The Darkside Warwick Thornton ! In StoryLabs 2012 Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  32. 32. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines 2 LIVE IN THE COMMUNITY! Build or find your trusted community, become part of it & influence! build data, understand behaviour, research! Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  33. 33. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  34. 34. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines PERSONALLY BE PART OF THE COMMUNITY. YOU NEED TO BE THERE TO UNDERSTAND & MEASURE BEHAVIOUR GOOD GAME ABC - In one year 500 reviews of games on the desktop site ! Mobile Behaviour - ABC Good Game app launch April 2012! In the first week of the app launch there were over 31 000 reviews! Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  35. 35. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines PERSONALLY BE PART OF THE COMMUNITY. YOU NEED TO BE THERE TO UNDERSTAND & MEASURE BEHAVIOUR Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  36. 36. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines PERSONALLY BE PART OF THE COMMUNITY. YOU NEED TO BE THERE TO UNDERSTAND & MEASURE BEHAVIOUR REAL TIME COLLABORATIVE PERFORMANCE & TV 20 virtual performers & production assistants 4 live camera stream Filmmaker (machinima) - me! 50 avatars in the audience Hundreds watching the stream Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  37. 37. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines 3 HAVE INTENTION! Develop clear messages & value to the community, ! with authenticity & passion, create personas Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  38. 38. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines There are two types of stories. Those told ‘at’ you and those told ‘with’ you. ! In both cases you need to know why, your intention ! and who it is for… Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  39. 39. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines What are persona’s why do we create them? •Key ‘concept’ decisions are made for the user and not what you ‘think or guess’ it should be •It focuses the team on targeting specific users •Clarity about core items to put your energy & resources into •Improves communication with stakeholders •Project planning is much more streamlined Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  40. 40. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  41. 41. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines 4 STORY BUILD! Devise compelling story world for the community, based on intention & key personas! Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  42. 42. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Story Building A clear message or premise Great dynamic characters Defined the Story world & Mythology A key character on a heroes quest Another character as antagonist Things are constantly changing 3 act structure Lots of conflict ! Things for users to do… Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  43. 43. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines The 13-part series that focuses on the adventures of four teenage boys who get lost in a forest and discover that they have slipped into an alternate dimension. However, in this alternate universe, none of them have ever been born. With executive producers Michael McMahon and Helen Panckhurst, the series will feature a wide array of directors, actors and writers, with some receiving nominations for their previous work. ! At StoryLabs 2011 The show is unique among television programs in Australia, as alongside the television series; there is also an interactive online game to accompany it. The game allows the player to play as a fifth “nowhere boy”, who is lost and has to try and find his way home. Unlike other games which are based off television series or movies, the game allows the player to feel directly in control of the direction of the television show. For example, when the player passes some objects through the dimensions on the game, the object will make an appearance in the show. Said objects are often crucially used by the Nowhere Boys in the series, and will have an effect on the direction the show will take. Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  44. 44. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines I, FRANKENSTEIN
 Genre Sci-fi thriller
 Synopsis Frankenstein’s monster, named Adam and having taken the surname of his creator, becomes involved in a war between two immortal clans in an ancient city. PREDESTINATION
 Genre Sci-fi thriller
 Synopsis Predestination chronicles the life of a Temporal Agent who on his final assignment must recruit his younger self while pursuing the one criminal that has eluded him throughout time. LYCAN
 Genre Horror
 Synopsis It’s a brilliant bank robbery. The only contingency no one could’ve planned for: one of the hostages is a werewolf. Turning the bank into a death trap… and a criminal into a hero. THE SECOND COMING
 Genre Apocalyptic Noir
 Synopsis A man who believes he is Jesus must fight against a corruption and lies to prove he is innocent of murder. Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com There are genre that easily work with multiplatform storytelling, recent lab examples 52 TUESDAYS
 Genre Drama
 Synopsis When 16-year-old Billie and her mother, Jane, promise to meet every Tuesday afternoon to help Jane transition from woman to man, neither expect that over a year their well-meaning arrangement will change their family forever. THE TURNING
 Genre Drama
 Synopsis A bold cinematic event based on the bestselling collection of short stories by Tim Winton. SUBJECT 14
 Genre Sci-fi thriller
 Synopsis One man’s journey to the future to save a dying world.
 Statis - future jumping ! 13th Jewel - tv/game fantasy girl empowerment questing ! Kings Seal - Situated Aboriginal Doco ! Demon House - a two player coop escape game tied to film trilogy Merging  Media:  Nov  2013  Vancouver
  45. 45. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Are your StoryWorlds advanced enough from ACTUAL reality? Merging  Media:  Nov  2013  Vancouver
  46. 46. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines 5 DESIGN EXPERIENCE! Map It. Be clear on what the user ‘does’ and why? Document, EPOC, Test, Biz Plan Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  47. 47. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  48. 48. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  49. 49. Navigating the Expanding Media Universe   What will they do for F*&% sake? Identifying Merged Media Production Pipelines game mechanic is critical your role is also as a professional multi platform creator to motivate use game mechanic is critical The Gamification Process takes long term dedication, careful planning and the right tools and expertise. Gamification and should not be seen as a magic bullet to increase Engagement in and of itself. 2.1 Achievements! 2.2 Appointments! 2.3 Behavioral Momentum! 2.4 Blissful Productivity! 2.5 Bonuses! 2.6 Cascading Information Theory! 2.7 Combos! 2.8 Community Collaboration! 2.9 Countdown! 2.10 Discovery! 2.11 Epic Meaning! 2.12 Free Lunch! 2.13 Infinite Gameplay! 2.14 Levels! 2.15 Loss Aversion! 2.16 Lottery! 2.17 Ownership! 2.18 Points! 2.19 Progression! 2.20 Quests! 2.21 Reward Schedules! 2.22 Status! 2.23 Urgent Optimism! 2.24 Virality! http://gamification.org/wiki/Game_Mechanics Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  50. 50. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines 6 SELECT PLATFORM & BIZ MODS! Creatively develop/select the right tech, plan market reach, KPIs & biz models Let’s Talk About Reach Baby! Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  51. 51. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines there are three types of transmedia projects http://theconnectedset.tv/1402/our-new-project-goes-live-tate-britain-quiztrail/ Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  52. 52. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Get used to mapping your stories like this! Merging  Media:  Nov  2013  Vancouver
  53. 53. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  54. 54. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines 7 PRODUCE! Bible, Development Plan, Right Team, Make it flexible, Build in metrics. Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  55. 55. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com we need solid planning documentation Merging  Media:  Nov  2013  Vancouver
  56. 56. Team or What You Must Become Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Who are you? Convergence Director Story Architect Experience Designer Creative Technologist Transmedia Producer Architect User centric experience designer Socially relevant community builder You Story Teller? Team leader ! Why does this matter… Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Honest about your goals An expansive story world builder Lives & understands new platforms Merging  Media:  Nov  2013  Vancouver
  57. 57. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  58. 58. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines IT’S ALL ABOUT COMPLEX TEAM WORK & CONTENT MANAGEMENT Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  59. 59. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines 8 RELEASE & ADAPT! Market it to primed community & wider users. ! Be responsive, be seen to listen, fix tech, modify experience, build trust Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  60. 60. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines 9 RINSE & REPEAT! Plan next project based on learnings & be transparent with community Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  61. 61. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Recap - You have a great story(world) idea/treatment… Before you consider making anything interactive ask…! ! •Who are your users & what are their behaviours?! •Why do they need (and think they want) your ‘product’?! •Where, when & how will they get it?! •What will they DO? Game mechanic?! •Do YOU have clear objectives, KPIs, Learnings?! •Are you prepared to fail?! ! Over to funding criteria...! •Is your product original?! •Do you have a market?! •Do you understand your users is it measurable?! •Is there a business here?! •A realistic schedule & budget?! •Have you the right team skills? Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver
  62. 62. Navigating the Expanding Media Universe   Identifying Merged Media Production Pipelines Most importantly find your own multiplatform style & voice? and quest for good training & mentors ‘Live It, Create It, Adapt It’ ! These slides will soon be at http://www.slideshare.net/hayesg31 ! twitter: garyphayes blog: personalizemedia.com gary’s hub at garyphayes.com ! Questions? Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com Merging  Media:  Nov  2013  Vancouver

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