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The Rise of Co-created
Storyworld Communities
Hash tag: #SXSW #CCSWC




Esther Lim
Scott Walker
                         Presented at
J. Craig Williams        SXSW 2012
#CCSWC
Text CCSWC to 50500
http://cocreatedswc.tumblr.com/
Challenge: Acquiring Audiences
Effort: Keeping audiences engaged
Effort: Managing growth
http://www.flickr.com/photos/mwren/6872623955/lightbox/




Result: Still losing our audiences
Dream: An evergreen community
Shared Storyworlds
What is a Shared Storyworld?
What is a Shared Storyworld?

   a framework for co-creating value
with currently unknown collaborators
Value Co-creation



Consumers are a source of competence

Contributing official content is the
deepest form of audience engagement

User-generated content (UGC)
inherently has value
Traditional Entertainment




Official Content
    (canon)
Traditional Entertainment




Official Content     Unofficial Content
    (canon)             (fandom)
Shared Storyworld




Official Content     Unofficial Content
    (canon)             (fandom)
Shared Storyworld




                  “Official
                  Fandom”




Official Content              Unofficial Content
    (canon)                      (fandom)
Shared Storyworlds
              Sci-Fi
              Fantasy
              Drama


                        Webisode
                               TV
                          Fiction
                          Online


              Video
              Audio
              Text
              Photos
              Art


                           ARGs
                          LARPs
                           RPGs
“BUT...
          ...how do
          you build
             one?”
3 Key Practice Areas




  Creative       Operational     Legal
      fun          necessary     important

  Storytelling    Submissions   Copyright
 Worldbuilding     Systems      Trademarks
    Inviting      Community       Money
3 Key Practice Areas
 Creative   Storytelling
            • What’s the core narrative (characters)?
            • Is it a compelling narrative/experiences?

            • Are there additional narratives (i.e., transmedia)?

            • How will contributions be integrated?

            • Will official but non-canonical contributions be

              allowed?
3 Key Practice Areas
 Creative   Worldbuilding
            • What’s the tone/setting of the world (genre,
              mythology, attributes, etc.)?
            • How high is the hurdle for contributors?

            • How dependent on contributions are you?

            • Is it a single or multi-platform experience?

            • What mediums will be used internally?
3 Key Practice Areas
 Creative   Inviting
            • How will you scope participation (limitations)?
            • What mediums can contributors use?

            • How will invitations be designed (entry points)?
3 Key Practice Areas
Operational Submissions / Systems / Marketing
            • What technologies/resources are necessary?
            • What is the process for submissions?

            • What is the content workflow process?

            • What is the process for payments (if applicable)?

            • How will you scale based on submissions?

            • How will you identify, connect and engage

              audiences?
3 Key Practice Areas
  Legal   Intellectual Property / Money
          • Assignment of rights for accepted contributions?
          • Can audiences remix each other’s contributions?

          • Are there limitations on trademarks?

          • Under what conditions will contributors be paid?

          • Any additive licensing (e.g., Creative Commons)?

          • Do you have a rights management system?

          • Do you have a revenue payment system?
ultimately, the
 real answer
to all of these
 questions is:
“it depends”
Storyworld Communities
Steps for architecting a
scalable community

Implement a social
listening program
Establish a curation
system
Have a community
growth strategy
Listening leads to insight,
                                       1
which leads to action
               EARN ABOUT COMMUNITY
               DENTIFY ADVOCATES/TALENT
               ET CLEAR EXPECTATIONS




                                EACH
What am I
listening or
looking for?
‣ Storyworld
  comments
‣ New fan content/
  discussions
‣ Community leaders
‣ Volume of
  Conversations
Social metrics provides direction




Insights   +   Actions   = Loyalty, Advocacy, Evangelism
Free Tools




How do I “hear” the conversations?


                                   Inexpensive
         Paid Tools
                                       Tools
Establish a Community
                             2
Curation System
Hierarchical review and
approval structure
Guidelines on roles and
expectations
Established rules/work flow
for content submissions
Sample Curation System
   creators
                   ^
    contributors
                   ^
   Community           +
                   ^
   Curators

                   ^
    Spotters

                   ^
   Community
3
How to manage growth
Create a system for introducing new
members into the community
Senior community members
educate new members on
storyworld rules
Provide a clear path of progression
for advancing in the community
Community progression
                                            • Storyworld Contributor unlock through
                                              positive feedback mechanisms from
                                              community and content creator(s),
                                              completion of escalating content
                                              creation tasks


                          • Advocate Role unlock through
                            progressing a series of levels with
                            positive feedback from community peers


                • Levels unlock community privileges.
                  Unlocked through a combination of
                  earned and social points


  • Use Points (Social, play) for P2P
    recognition and engagement rewards
    - redeemable for community goods
Co-creation Legalities
The Basics
Intellectual Property           Enforcement


Copyright                       Cease & Desist



Trademark                   Takedown Notice



Patent                          Federal Lawsuit
Types of Contracts
EULA


Terms of Use


Relationship between the parties
  Sole proprietorship
  Partnership - general and limited
  Limited Liability Company
  Corporation (sub S)
Self-Protection
Insurance - broad form


Advertising Liability


Copyright Coverage
Monetizing Your I.P.
 Ideas          Designs     Code

Register         Register   Register
copyright       trademark    patent

  $35             $375          $190


            www.uspto.gov
Do I Need An Attorney?
Trademarks?           Probably (~$1,000)
Patents?              Probably (~$15,000)
Drafting Contracts?   Ideally
                        Who, what, why, how, where,
                        when
                        “Now that I’m in this mess,
                        how do I get out?”
                        Cost depends on complexity
The Rise of Co-created
Storyworld Communities               Q
      Esther Lim @geekgrl
                                     &
                                     A
    Scott Walker @scott_walker
J. Craig Williams @jcraigwilliams

           #CCSWC
 http://cocreatedswc.tumblr.com/
      Text CCSWC to 50500           Presented at
                                    SXSW 2012
image attribution


                  “My Listening Ears” by Niclas Lindh                                                   “Hoops” by Benjamin Carnevale

      “Photographer_2FL” by James Russo “Me” by Luis Avilesortiz                               “Concert Crowd (Osheaga 2009)” by Anirudh Koul

                “Circus comes to town” by Ken Conley                                          “Day 18: Red on Blue, Return to Reilly” by Mike Wren

                    “You are Here” by Scott Walker                                                  “Biosphere” by Márcio Cabral de Moura

      “Star Wars Uncut” logo from http://www.starwarsuncut.com/                               “Feet Week - On the Backs of Others” by Justin Litton

“501st Legion Singapore Garrison Christmas Kettling“ by gordon (TD8316)                           “Listen, understand, act” by Steven Shorrock

       unknown image (source: http://imgfave.com/view/1965036)                                         “Writing-in bowings” by izzyplante

                  “Hollywood Sign” by Sjors & Jennifer                                                 “Getting to the Truth”, by Xoe Craft

  “Hunt for Gollum” image (source: http://www.thehuntforgollum.com/)                                      “Clip-Wings” by Dark Helmet

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SXSW 2012 Panel: Rise of Co-created Shared World Communities

  • 1. The Rise of Co-created Storyworld Communities Hash tag: #SXSW #CCSWC Esther Lim Scott Walker Presented at J. Craig Williams SXSW 2012
  • 2. #CCSWC Text CCSWC to 50500 http://cocreatedswc.tumblr.com/
  • 9. What is a Shared Storyworld?
  • 10. What is a Shared Storyworld? a framework for co-creating value with currently unknown collaborators
  • 11. Value Co-creation Consumers are a source of competence Contributing official content is the deepest form of audience engagement User-generated content (UGC) inherently has value
  • 13. Traditional Entertainment Official Content Unofficial Content (canon) (fandom)
  • 14. Shared Storyworld Official Content Unofficial Content (canon) (fandom)
  • 15. Shared Storyworld “Official Fandom” Official Content Unofficial Content (canon) (fandom)
  • 16. Shared Storyworlds Sci-Fi Fantasy Drama Webisode TV Fiction Online Video Audio Text Photos Art ARGs LARPs RPGs
  • 17. “BUT... ...how do you build one?”
  • 18. 3 Key Practice Areas Creative Operational Legal fun necessary important Storytelling Submissions Copyright Worldbuilding Systems Trademarks Inviting Community Money
  • 19. 3 Key Practice Areas Creative Storytelling • What’s the core narrative (characters)? • Is it a compelling narrative/experiences? • Are there additional narratives (i.e., transmedia)? • How will contributions be integrated? • Will official but non-canonical contributions be allowed?
  • 20. 3 Key Practice Areas Creative Worldbuilding • What’s the tone/setting of the world (genre, mythology, attributes, etc.)? • How high is the hurdle for contributors? • How dependent on contributions are you? • Is it a single or multi-platform experience? • What mediums will be used internally?
  • 21. 3 Key Practice Areas Creative Inviting • How will you scope participation (limitations)? • What mediums can contributors use? • How will invitations be designed (entry points)?
  • 22. 3 Key Practice Areas Operational Submissions / Systems / Marketing • What technologies/resources are necessary? • What is the process for submissions? • What is the content workflow process? • What is the process for payments (if applicable)? • How will you scale based on submissions? • How will you identify, connect and engage audiences?
  • 23. 3 Key Practice Areas Legal Intellectual Property / Money • Assignment of rights for accepted contributions? • Can audiences remix each other’s contributions? • Are there limitations on trademarks? • Under what conditions will contributors be paid? • Any additive licensing (e.g., Creative Commons)? • Do you have a rights management system? • Do you have a revenue payment system?
  • 24. ultimately, the real answer to all of these questions is: “it depends”
  • 26. Steps for architecting a scalable community Implement a social listening program Establish a curation system Have a community growth strategy
  • 27. Listening leads to insight, 1 which leads to action EARN ABOUT COMMUNITY DENTIFY ADVOCATES/TALENT ET CLEAR EXPECTATIONS EACH
  • 28. What am I listening or looking for? ‣ Storyworld comments ‣ New fan content/ discussions ‣ Community leaders ‣ Volume of Conversations
  • 29. Social metrics provides direction Insights + Actions = Loyalty, Advocacy, Evangelism
  • 30. Free Tools How do I “hear” the conversations? Inexpensive Paid Tools Tools
  • 31. Establish a Community 2 Curation System Hierarchical review and approval structure Guidelines on roles and expectations Established rules/work flow for content submissions
  • 32. Sample Curation System creators ^ contributors ^ Community + ^ Curators ^ Spotters ^ Community
  • 33. 3 How to manage growth Create a system for introducing new members into the community Senior community members educate new members on storyworld rules Provide a clear path of progression for advancing in the community
  • 34. Community progression • Storyworld Contributor unlock through positive feedback mechanisms from community and content creator(s), completion of escalating content creation tasks • Advocate Role unlock through progressing a series of levels with positive feedback from community peers • Levels unlock community privileges. Unlocked through a combination of earned and social points • Use Points (Social, play) for P2P recognition and engagement rewards - redeemable for community goods
  • 36. The Basics Intellectual Property Enforcement Copyright Cease & Desist Trademark Takedown Notice Patent Federal Lawsuit
  • 37. Types of Contracts EULA Terms of Use Relationship between the parties Sole proprietorship Partnership - general and limited Limited Liability Company Corporation (sub S)
  • 38. Self-Protection Insurance - broad form Advertising Liability Copyright Coverage
  • 39. Monetizing Your I.P. Ideas Designs Code Register Register Register copyright trademark patent $35 $375 $190 www.uspto.gov
  • 40. Do I Need An Attorney? Trademarks? Probably (~$1,000) Patents? Probably (~$15,000) Drafting Contracts? Ideally Who, what, why, how, where, when “Now that I’m in this mess, how do I get out?” Cost depends on complexity
  • 41. The Rise of Co-created Storyworld Communities Q Esther Lim @geekgrl & A Scott Walker @scott_walker J. Craig Williams @jcraigwilliams #CCSWC http://cocreatedswc.tumblr.com/ Text CCSWC to 50500 Presented at SXSW 2012
  • 42. image attribution “My Listening Ears” by Niclas Lindh “Hoops” by Benjamin Carnevale “Photographer_2FL” by James Russo “Me” by Luis Avilesortiz “Concert Crowd (Osheaga 2009)” by Anirudh Koul “Circus comes to town” by Ken Conley “Day 18: Red on Blue, Return to Reilly” by Mike Wren “You are Here” by Scott Walker “Biosphere” by Márcio Cabral de Moura “Star Wars Uncut” logo from http://www.starwarsuncut.com/ “Feet Week - On the Backs of Others” by Justin Litton “501st Legion Singapore Garrison Christmas Kettling“ by gordon (TD8316) “Listen, understand, act” by Steven Shorrock unknown image (source: http://imgfave.com/view/1965036) “Writing-in bowings” by izzyplante “Hollywood Sign” by Sjors & Jennifer “Getting to the Truth”, by Xoe Craft “Hunt for Gollum” image (source: http://www.thehuntforgollum.com/) “Clip-Wings” by Dark Helmet