What is this ‘digital’, anyway?• Economic efficiencies;• Reduction of scarcity;• Deflationary;• Users enabled; and• Market immaturity.
Some trends• Technological changes:• Broadband; powerful devices; open platforms; frictionless payments.• Behavioural changes:• Huge rise in online and mobile consumption.• Business models:• Increasingly online.• Democratisation of production:• Rise of the bedroom producer.
From The Audience is Always RightMichael Zorn, TBWA Berlin• Fractal Media Usage:• People spend more time with more media in different ways.• Individual Media Usage:• People use media on their own terms and schedules.• Volatile Media Usage:• People use media in spontaneous ways, switching between media.• Self-determined Media Usage:• People can avoid or block content.
From: How Social Media Can Make HistoryClay Shirky“Every time a new consumer joins this medialandscape a new producer joins as well,because the same equipment - phones,computers - let you consume and produce. Itsas if, when you bought a book, they threw in theprinting press for free ...”.
the eight elements of transmedia1. A story ...-a beginning, a middle and an end, b/c narrative drives the experience2. ... told using a variety of story forms ...-anything: from live event through video to printed matter ... all fair game3. ... across multiple media platforms ...-anything: TV, film, wed, radio, live, games ... etc;4. ... all within one unified storyworld ...-not cut up and put on different platforms, rather woven together whilst respecting the conventionsof each platform;5. ... that encourages audience participation ...-a house, with door left invitingly open;6. ... using embedded game mechanics ...-these incentivise and reward participation;7. ... involving a social element ...-possible to meet and interact with other audience members;8. ... designed for multiple levels of participation.- be as involved as you wish: committed, curious, casual, participatory, interactive, passive.
the relevance of transmedia•reflect consumption habits;•embrace new technologies and platforms;•find new audiences;•widen creative possibilities;•create deeper, longer engagement in aworld; and•new revenue streams.
a rose by any other namemulti-platform / cross platformpushed-Dr Who episodes on You Tube;extras-War Horse book, e-book, audio book, site and app;bridges-one medium ends, forcing you to visit another.immersive media-a live immersive alternative reality or promenade theatre experience
http://beta.18daysinegypt.comCrowdsourcing footage: aninteractive crowd-sourceddocumentary project about theEgyptian revolution.
Be socialBuild your audienceUse crowdfunding to help you do thisInvolve your audience in a meaningful wayExperiment with new toolsBefriend a coderExplore new forms of storytellingMake the web, don’t just use itMake beautiful thingsBe generous