SMPIA Transmedia Talk

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A keynote given at SMPIA MultiPlatForum Conference in Regina, April 14, 2011

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  • Increasingly multi-platform means stories without borders \n
  • Another key concept is what J.J Abrahms’ termed the mystery box. Fans responded to the cryptic clues creating multiple wikis & websites devoted to solving & tracking the show’s mysteries.\n
  • Levels of fan engagement in ARGs has led to the 90/9/1 rule: 90% of your fans will be more passive, 9% active & 1% super enthusiastic. While it may seem counter intuitive, the most important groups are the 9 & 1 - these are the fans who will be active online seeking content & creating buzz. Know who they are!\n
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  • SMPIA Transmedia Talk

    1. 1. Telling Stories in the Digital Space Siobhan O’Flynn, PhD SMPIA MultiPlatForum April 14 2011
    2. 2. What’s changing?
    3. 3. Connecting in a Digital Storytelling Web 2.0 key trends - social - participatory - geolocated - augmented
    4. 4. http://www.personalizemedia.com/navigating-the-world-of-multi-platform-transmedia-rituals/
    5. 5. digital storytelling has many names....• multiplatform... • convergent... • immersive... • distributed... • transmedia... • participatory storytelling
    6. 6. creators stories fans the immersive world
    7. 7. some things don’t change...YOU START WITH A REALLY REALLY GOOD STORY
    8. 8. TWIN PEAKS 1990• also newspapers• travel guide...
    9. 9. CREATE AN IMMERSIVE WORLD
    10. 10. THE MATRIX UNIVERSE
    11. 11. TELL STORY IN AN INNOVATIVE WAY through multiple platforms
    12. 12. MAKE IT SOCIAL
    13. 13. twitter & facebook game...
    14. 14. BREAK THE FOURTH WALL
    15. 15. Frank L. Baum OZ• novels• stage shows• films• comic strips• toys, board games• Land of Oz theme park• merchandise...
    16. 16. CREATE AN IMMERSIVE WORLD THAT FANS WANT TO PLAY IN
    17. 17. EXTEND STORY WORLD INTO THE REAL WORLD
    18. 18. Alternate Reality Games participatory stories... hack the world
    19. 19. Why So Serious?transmedia marketing
    20. 20. in-world gaming...
    21. 21. "If we could make your toaster print something we would.” Jordan Weisman, 42 Entertainment Creators of Why So Serious? Campaign
    22. 22. J.J. Abrahms’ Mystery Box• design with puzzles• leave gaps in story• characters = cyphers• know your genre
    23. 23. • source: www.42entertainment.com
    24. 24. design questions are spatial transmedia/multi-platform stories• non-linear narratives• fans move between multiple platforms• characters & story arcs extend in time & across platforms• multiple points of entry• interactivity: affect story, remix story, write story• interactivity: innovative interface design
    25. 25. two poles crossmedia social media transmediamarketing integrated art strategies
    26. 26. two poles tent pole distributed other media other media unimportant equally important s dramaticallyfilm silo design integrated design transmedia one-way networked communication communication unresponsive responsive
    27. 27. old model control vs. choice the creator’s dilemmahttp://neuronarrative.wordpress.com/2009/04/21/riding-the-moral-regulation-see-saw/
    28. 28. old model control vs. choice new modelcreate, contribute, collaborate fans become co-creators
    29. 29. • participatory???• yup.
    30. 30. cbc.ca/oneday
    31. 31. ‘VOD & the Film Business’ Thomas Mai, 2009‘FANDEPENDENT’ Festival Darlings Film Distribution Strategies 2.0 http://thomasmai.net/
    32. 32. content is now... a gift ‘Stop Spreading Viruses & Start Giving Gifts’ Ivan Askwith bigspaceship.com (now head of Digital Media at Lucasfilm) http://www.bigspaceship.com/blog/think/getting-past-viral/
    33. 33. • And if content is now a gift... • Your audience...
    34. 34. YOUR FANS ARE AN ASSET
    35. 35. hybrid strategies... doc content native transmedia
    36. 36. invitation to participate...
    37. 37. shift to... ‘FANDEPENDENT’build audience to... transform audience into community promote project request screenings build fan base for next project
    38. 38. Iron Sky
    39. 39. principles for a fandependent world✴ content = a gift ✴ fan participation & contribution ✴ financing, story creation, promotion ✴ fans are an asset - find them early ✴ your audience is global
    40. 40. thank youSiobhan O’Flynn, PhD CFC Media Lab University of Toronto sioflynn@me.com @Sioflynn on Twitter website: siobhanoflynn.com

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