Navigating the Expanding Transmedia Multiplatform Universe and State of the Industry

transcript

Navigating the Expanding Media Universe Identifying Merged Media Production Pipelines

Merging Media: Nov 2013 VancouverGary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com

Hello Merged Media!

a little of my journey through broadcasters, agencies, labs

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

a transmedia experience?

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

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

a transmedia experience? oddly prescient production

We are in Flux…vote time… !

STATE OF THE MULTIPLATFORM

TRANSMEDIA INDUSTRY

Transmedia: State of the Industry. Mature? How do we measure up?

Language and Grammar?

Tower of Babel Industry Shared

Multiplatform Transmedia

Cross-platform Cross-media Movements Multimedia Interactive

Digital …..

Multiplatform Formats?

Formless Productized

IDENTIFYING FORMATS? From Extension - Personally Relevant -Exploration to

Co-Created Documentary Dual Screen Parallel Narrative Drama

Socially Driven Factual Real Time Socially Shared Docs

Situated Documentary Experiential Entertainment

3D Event Simulation Personalized AI Driven Drama

Virtual & Augmented Docs

Webisodes Casual Games

Social TV Dual Screen

are we at the stage of ‘packaging’ our mulitplatform formats?

Business Models?

Cap in Hand Sustainable - Formalised

Multiplatform Metrics / Data?

Finger in the Air True Measure of Engagement

Level of Interactivity?

Pushed Immersive, Game Like

Social Media Integration?

Anti Social Participatory

Integrated Production?

After thought Parallel Process

Job Roles & Definitions?

Tower of Babel Locked Down

Convergence Director Story Architect

Experience Designer Creative Technologist Transmedia Producer

Web Producer Social Media Strategist

Multiplatform Producer Skills Training?

None It’s Everywhere

Audience/User Perception?

Marketing Truly Unique Storytelling

OVERALL?

Poor V.Good

which economy is it anyway?

• From A commodity or goods economy?!• A service economy?!• An experience economy?!• An attention economy?!• To A trust economy?

“To be trusted is a greater compliment than being loved.” ― George MacDonald

People want to go on a magical mystery tour - but do they have trust for you as the bus driver

LIVE IT, CREATE FOR IT, ADAPT TO IT!!

1 IMMERSE YOURSELF

2 LIVE IN THE COMMUNITY

3 HAVE INTENTION

4 STORY BUILD

5 DESIGN EXPERIENCE

6 FINALISE PLATFORM & BIZ MODS

7 PRODUCE

8 RELEASE & ADAPT

9 RINSE & REPEAT

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

EXPLORE - BE A MULTIPLATFORM TOURIST - USE A GUIDE Dont be an armchair Multiplatform Producer!

Yes Story first BUT be aware of emerging potential vehicles for your story

We are becoming more experiential & real world driven in our needs, a backlash from too much online social networking?

The Darkside Warwick Thornton

StoryLabs 2012

2 LIVE IN THE COMMUNITY!Build or find your trusted community, become part of it & influence!

build data, understand behaviour, research!

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!

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

3 HAVE INTENTION!Develop clear messages & value to the community, !

with authenticity & passion, create personas

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…

"If I'd asked my customers what they wanted, they'd have said a faster horse." Henry Ford

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

4 STORY BUILD!Devise compelling story world for the community, based on intention & key personas!

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…

At StoryLabs 2011

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. !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.

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

I, FRANKENSTEINGenre 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.

PREDESTINATIONGenre 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.

LYCANGenre HorrorSynopsis 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 COMINGGenre Apocalyptic Noir Synopsis A man who believes he is Jesus must fight against a corruption and lies to prove he is innocent of murder.

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 TURNINGGenre Drama Synopsis A bold cinematic event based on the best-selling 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.

There are genre that easily work with multiplatform storytelling, recent lab examples

Are your StoryWorlds advanced enough from ACTUAL reality?

5 DESIGN EXPERIENCE!Map It. Be clear on what the user ‘does’ and why? Document, EPOC, Test, Biz Plan

game mechanic is critical

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

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.

game mechanic is critical

your role is also as a professional

multi platform creator

to motivate use

What will they do for F*&% sake?

6 SELECT PLATFORM & BIZ MODS!Creatively develop/select the right tech, plan market reach, KPIs & biz models

Let’s Talk About Reach Baby!

http://theconnectedset.tv/1402/our-new-project-goes-live-tate-britain-quiztrail/

there are three types of transmedia projects

Get used to mapping your stories like this!

7 PRODUCE!Bible, Development Plan, Right Team, Make it flexible, Build in metrics.

we need solid planning documentation

Who are you? Convergence Director

Story Architect Experience Designer Creative Technologist Transmedia Producer

!Why does this matter…

Team or What You Must Become

You Story Teller?

Architect

User centric experience designer

An expansive story world

builderLives &

understands new platforms

Team leader

Honest about your goals

Socially relevant

community builder

IT’S ALL ABOUT COMPLEX TEAM WORK & CONTENT MANAGEMENT

8 RELEASE & ADAPT!Market it to primed community & wider users. !

Be responsive, be seen to listen, fix tech, modify experience, build trust

9 RINSE & REPEAT!Plan next project based on learnings & be transparent with community

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?

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?

Navigating the Expanding Transmedia Multiplatform Universe and State of the Industry

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