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by Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - [email protected] - storylabs.com.au - muvedesign.com ARRESTING AUDIENCES Melbourne 24 Sep 2010 ARRESTING AUDIENCES ARRESTING AUDIENCES CO-CREATING COMMUNITY Familiarity Breeds ‘Content’

Arresting Audiences, Co-creating Communities, Transmedia Storytelling

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Page 1: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

ARRESTING AUDIENCESARRESTING AUDIENCESCO-CREATING COMMUNITYFamiliarity Breeds ‘Content’

Page 2: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Content developer, consultant, service director•95- 04 UK, BBC Senior Dev Producer - Social Interactive TV•03-05 US, Interactive TV Producer•05 - 10 LAMP Advanced Media Production @ AFTRS•05 - Lecturer Multi Platform Production MetroScreen, AFTRS etc:•05 - Personalizemedia Power 150 Media/Marketing Blog•06 - MUVEDesign (Alternate & Augmented Reality, Virtual Worlds)•10 - StoryLabs (Oz, US, UK, Canada)

Page 3: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

BROOKE BURGESS Canada

MARISSA COOKE Australia

SEAN COLEMAN UK

MATT COSTELLO US

KELLY CHAPMAN Australia

SOHAIL DAHDAL Australia

SIOBHAN O’FLYNN Canada

GUY GADNEY Australia

BRENNA HAJEK HUMPHREYS US

NATHANIEL HANSEN US

GARY HAYES Australia

BRIAN SETH HURST US

EVAN JONES Canada

ALEX MAYHEW Canada

LAUREL PAPWORTH Australia

ROBERT PRATTEN US

NEIL RICHARDS UK

JIM SHOMOS Australia

MAURICE SUCKLING UK

DAVID VARELA UK

TONY WALSH Canada

TIMOTHY WILDE Australia

JENNIFER WILSON Australia

TIM WRIGHT UK

Join the growing network of new storytellers at network.storylabs.us

Page 4: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Talk Synopsis

Why? Networked Media StoryTelling

Audience becomes User Community

Step 1 - Nurturing Your Audience

Step 2 - Networked Media StoryTelling

- “From Small Acorns” Case Studies Part 1

“Case Studies Part 2 - during the pre lunch panel

These slides will be up on slideshare athttp://www.slideshare.net/hayesg31

Page 5: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

First a Quick SurveyPut hand up if YOU and/or your FILM or OTHER project

Have a dedicated Facebook PageIf you regularly use TwitterIf you have a dedicated YouTube ChannelIf you regularly update a blogIf you are a LinkedIn memberHands downHands up - If you are on all of the above?!

Page 6: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Why? Networked Media StoryTelling

Page 7: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Here arrives everybody

Why? Networked Media StoryTelling

Page 8: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Influence - trends

Why? Networked Media StoryTelling

Page 9: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

The Music Industry Decline - Film and TV next?

Why? Networked Media StoryTelling

Page 10: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Whereʼs the Audience Going? Tim Kring - writer, producer Heroes, Crossing Jordan

http://www.nbc.com/heroes/evolutions/

Why? Networked Media StoryTelling

Page 11: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Banff TV producers eye ways to woo viewersGroup looking to draw audiences back from online By Etan Vlessing

BANFF, ALBERTA -- Nathan Mayfield, founder of Australian cross-platform producer Hoodlum, recently took a phone call from a North American broadcaster asking him to locate and recapture lost TV audiences online.

"He said, 'Our TV show just went to air, we've lost half the audience, and I can't find them elsewhere in the ratings,' " he recalls.

"It's all about driving audiences back to TV, and not ignoring them when they go online," Mayfield said.

Whereʼs the Audience Gone?

Why? Networked Media StoryTelling

Page 12: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Facebook - a new territory bigger than the US

Why? Networked Media StoryTelling

Now 550 000 million

Page 13: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

In 2 years Facebook overtakes Google and be aware of geosocial growth

the power of community checkin for any event & location based service

Why? Networked Media StoryTelling

Page 14: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Audience becomes User Community

Page 15: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Why do you need your own creative community?

Online community members •visit Web sites nine times as often•stay five times as long•represent 65% of salessource: McKinsey & Company (ht Laurel Papworth)

Audience becomes User Community

Page 16: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Social Networks not just for “them geeky young folk”

Twitters users, on average, are 39 years old

Linked in average age 44

Half of those between 50 and 64 years of age have at least one social media account.

(Source flowtown)

U.S. users currently spend 23 percent of their time on the Internet using social networking platforms.

(Source Nielsen)

Today's average gamer is 34 years old & has played games for 12 years

More than a quarter of the gaming population is over 50.

(Source Entertainment Software Association)

Audience becomes User Community

Page 17: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Facebook & Twitter conversation

“So, 21.5 million Australians. About 11 million to date are on Facebook with over 8 million “active” monthly (March 2010). How many Australian brands have “set up shop” to access Australian Facebookers do you think?” Laurel Papworth

Australian Facebook Fanpages by Member Numbers1. ACDC 1,950,0002. Bananas in Pajamas 1,132,000  (others include BiP 643,000)3. NZ Flight of the Conchords 726,000 and here 93,0004. Hamish & Andy 648,5525. Hey Hey It’s Saturday 432,0006. Australia Tourism Australia 372,000 fans unofficial 169,0007. Peter Andre 364,000 from Australia’s New Faces, then Britain8. Ugg Australia 330,0009. Billabong Girls  290,000

Billabong 200,00010. Pringles 261,00011. Bubble O Bill’s Icecreams from Streets 260,00012. Kylie Minogue 206,000 (spelt Kyle in URL)

http://laurelpapworth.com/fanpages-list-of-top-100-australian-facebook-fan-pages/

13. Steve Irwin 204,00014. Mr Squiggle 200,000 ABC TV?15. Hillsong 198,00016. Hugh Jackman 191,00017. Nick Cave and the Bad Seeds 182,00018. Triple J 178,00019. Bonds clothing 175,00020. Stephanie Rice swimmer 168,00021. The ANZACS 150,00022. Fifa World Cup Bid 138,00023. Home and Away 138,00024. State of Origin 138,00025. Vegemite 133,000 and Vegemite on Toast 105,000 (unofficial)

Audience becomes User Community

Page 18: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Facebook Fan Pages - Top Australian Film?

http://laurelpapworth.com/fanpages-list-of-top-100-australian-facebook-fan-pages/

38. The Hangover movie 62,000 from Mab

76. Paranormal Activity (film) Australia 19,000

126. Filmmakers Australia 6,700

114. Avatar Australia 9,000

Audience becomes User Community

Page 19: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Misperception of Communities1. They are external, out there

Audience becomes User Community

Page 20: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Mis-interpretation of Communities - 2. Complex, Suffocating

Audience becomes User Community

Page 21: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Distributed communities - you & your projects embedded

Audience becomes User Community

Page 22: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Ways to Engage Audiences in Professional Productions

Audience becomes User Community

Page 23: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Panic Attack•Fede Alvarez's short film "Ataque de Panico!" has been offered a $30m (£18.6m) contract to make a Hollywood film.

•Sponsored by director Sam Raimi, Spiderman

•It is 4 mins 48 seconds long and was made on a budget of $300 (£186).

•It has had more than 6.1 million views on YouTube.

Small Screen, Big Connections Panel

Page 24: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Does social media work?

Audience becomes User Community

Page 25: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Making Social Media WorkTwo simple steps for ‘professional’ creators

1 Become a trusted member in communities of shared interest

2 Create relevant, needed, valued, socially engaging, content for your community of

collaborators

Audience becomes User Community

Page 26: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Step 1 - Nurturing Your Audience

Page 27: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Step 1 - Nurturing Your Audience

Page 28: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Continuous Facebook & Twitter conversation

Step 1 - Nurturing Your Audience

Page 29: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

BUILDING YOUR COMMUNITYImogen Heap - delivering the new creative business model

SIMPLE STEPS1.Build conversation around the 2 year making of your album2.She now has 1.5 million Twitter & 400 000 Facebook Page followers3. Get personal with 40 Episodes - a YouTube vLog that documents progress - channel views 1.2 million & each vLog with up to 150k views each4. Involved - fans submitted images via flickr to include on the album covers5. Their creativity - Released raw assets of one song which had hundreds of professionals and amateurs doing remixes6. Live chat on the Heap Cafe, a UStream weekly event7. Live tweet-ups and special concerts eg: Twestival & iTunes Festivals

Result - before its official release it was already in the top 40 on iTunes. On its release it entered the US charts at number 5 and eventually topped the iTunes chart in UK.

http://deepdivemarketing.com/2009/07/20/the-new-music-business-model-imogen-heap/

Step 1 - Nurturing Your Audience

Page 30: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

A reminder...

Step 1 - Nurturing Your Audience

Page 31: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Continuous Facebook & Twitter conversation

Step 1 - Nurturing Your Audience

Page 32: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Quote time :)

You shouldn’t be asking do I need a community but what will happen if I don’t have one!

Think of creating a community of interest around yourself not as a quick hit business model but a

long term investment in your creative sustainability

Ask not what your community can do for you but what you can do for each other

Gary Hayes 2010

You & your projects embedded in distributed communities

Audience becomes User Community

Page 33: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Begin to Engage YOUR community

with your Innovative & original content

Do you already have existing Fanbase or Community?

Build it yourself

Engaging with TranSocialMedia Community by Gary Hayes 2010A simple decision tree for content makers trying to connect themselves and their 'relevant' content with networked media communities

Yes

No Option 3

1 Keep them updated about

your latest works

2 Release teasers webisodes of your project

11 Let them ‘play’ inside your large

multi platform narrative work

12 Design so they are the hero / protagonist

4 Let them re-mix or mash-up new or

existing content

5 Get them involved in your

research

6 Ask them to write / produce key elements

7 Cast the audience using online auditions

8 Get them to produce a final

work themselves

Join, watch, listen,

understand

Do you understand how the Social Web

works?

R U known as an influencer by

the community?

Become a trusted voice in those

groups

Create seed content for that

group

Discuss / share yours & their

content

No Yes

Rate, comment, connect,

refer

Yes

NoLoop until

appropriate community size

Limited Time &

Resources?

Open for Input?

Time forNetworked

Media?9 They interact with characters written across

Social Web

No Option 1Find existing

communities of interest

Find related communities & members

No Option 2

Find a need for & value in your

content

3 Give away free content & invite them to events

www.personalizemedia.com www.storylabs.us www.muvedesign.com www.garyphayes.com

10 Extend your story into 'their'

mobile world

Create a community hub

Twelve Engagement Types

Step 1 - Nurturing Your Audience

Large rez version available at: http://www.flickr.com/photos/garyhayes/5019110343/lightbox/

Page 34: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010Begin to Engage

YOUR community with your Innovative

& original content

Do you already have existing Fanbase or Community?

Build it yourself

Engaging with TranSocialMedia Community by Gary Hayes 2010A simple decision tree for content makers trying to connect themselves and their 'relevant' content with networked media communities

Yes

No Option 3

1 Keep them updated about

your latest works

2 Release teasers webisodes of your project

11 Let them ‘play’ inside your large

multi platform narrative work

12 Design so they are the hero / protagonist

4 Let them re-mix or mash-up new or

existing content

5 Get them involved in your

research

6 Ask them to write / produce key elements

7 Cast the audience using online auditions

8 Get them to produce a final

work themselves

Join, watch, listen,

understand

Do you understand how the Social Web

works?

R U known as an influencer by

the community?

Become a trusted voice in those

groups

Create seed content for that

group

Discuss / share yours & their

content

No Yes

Rate, comment, connect,

refer

Yes

NoLoop until

appropriate community size

Limited Time &

Resources?

Open for Input?

Time forNetworked

Media?9 They interact with characters written across

Social Web

No Option 1Find existing

communities of interest

Find related communities & members

No Option 2

Find a need for & value in your

content

3 Give away free content & invite them to events

www.personalizemedia.com www.storylabs.us www.muvedesign.com www.garyphayes.com

10 Extend your story into 'their'

mobile world

Create a community hub

Twelve Engagement Types

Page 35: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Beware of not being Trusted?

Social media is about - representation, responsibility and respect and good social media is like a great dinner party with great food, great guests and great conversation.

Kristen Boschma, Telstra’s Head of Online Communications and Social Media

•Although social media is cheap, it is also resource intensive, which is why you need to be strategic about how to best use your resources.

•The ABC blog, which has become a primary channel to distribute press releases.

•The ABC has an impressive 438 accounts across Facebook and Twitter.

•People can sniff spin. And the beauty of social media is they will tell you

Liz Green, ABC TV’s Digital Communications Marketing Manager

source: cellophane.thecword.com.au/

Step 1 - Nurturing Your Audience

Page 36: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Sometimes Trust is TransferredEnzo Tedeschi & Julian Harvey wanted to raise money for their first feature but they couldn't pretend anyone would get their money back.

"The internet's great because we can directly connect with our audience and find our audience online," said Tedeschi.

Tedeschi discovered with his last documentary, Food Matters, that not only did the film pop up on illegal networks within a month of its release but, counter-intuitively, legitimate sales then spiked. They realised embracing the online audience, legal or not, would only increase viewers.

Tedeschi noted research showing people who download or share music illegally are three times as likely to buy music legally, but "it's an impossible thing to quantify."

http://www.theaustralian.com.au/news/nation/filmmakers-build-funds-frame-by-frame/story-e6frg6nf-1225887772120

David Lynch, who was a trained artist before he turned to making films, has produced a self-portrait which any fan who is willing to donate $50 (£33) to a documentary about his life and work, will be sent as a gift.

Step 1 - Nurturing Your Audience

Page 37: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Using Online Games to Get Movie Audiences Involved

“We’re actually driving people into seats” said Jason Yim, of Trigger, a digital marketing agency that counts Lucasfilm and Cartoon Network as clients.

An iPhone game designed to promote a movie comes with an added element, an exclusive level that you can use only inside a theater on opening weekend. ‘Successful movie games get over a million to 10 million plays’, he said ‘movie-related iPhone apps can be downloaded in 100 000s”

BUT

“The user are sophisticated and can spot games that exist only to sell something” said Oren Aviv, Disney’s former president for production and marketing. “The challenge is to make these kinds of efforts feel organic”

http://www.nytimes.com/2010/05/17/business/media/17salt.html?_r=1

Beware of not being Trusted?

Step 1 - Nurturing Your Audience

Page 38: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Step 2 - Networked Media StoryTelling

- “From Small Acorns” Case Studies Part 1

Page 39: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Ways to Engage Audiences in Professional Productions

Level 1 - Limited Time & Resources?1.INFORM - Keep them updated about your latest works2.TEASE - Release teasers, webisodes of your latest project3.FREE - Give away free content and invite them to events4.PLAY - Let them remix or mash-up new or existing content

Level 3 - Time for Networked Media StoryTelling?9.DIALOGUE - They can interact with characters written across the social web10.GO TO THEM - Extend your story into ʻtheirʼ mobile world11.PLAY - Let them play inside your large multi-platform narrative work12.BE THE HERO - Design it so ʻtheyʼ are the protagonist on the heroes journey

Level 2 - Open for Input?5.INVESTIGATE - Get them involved in your research6.CREATE - Ask them to write / direct key elements7.INVOLVE - Cast the audience using online auditions8.PRODUCE - Get them to produce a final work themselves

Step 2 - Networked Media StoryTelling

Page 40: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Ways to Engage Audiences in Professional Productions

Level 1 - Limited Time & Resources?

Step 2 - Networked Media StoryTelling

Page 41: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

The Cosmonaut

1.INFORM - Keep them updated about your latest works

Page 42: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Mob MentalityMob Mentality is the world’s first crowd-driven web series. It is being created by an open collaboration of artists from all over the world, and you, the audience, are invited to participate.

Participants become part owners of the finished episodes and receive a permanent revenue share and exposure! MoviePals has already obtained international press and millions of website visits.Like blurred faces in a passing mob, Mob Mentality begins with a jolting leap into the lives of seemly disconnected characters. A cubical hating programmer collides with an aging actress mourning the loss of her ‘day job’. A jaded video blogger records his dark philosophies while a gang of cyberpunks plot retribution following a government raid.

2. TEASE - Release teasers, webisodes of your latest project

Page 43: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Paranormal Activity & Blair Witch

Blair Witch - Prod Budget $600 000 Box Office WW $248 million Paranormal Activity - Production Budget $11 000 Box Office WW $ $193,770,453

"The power of community is so much more impactful than the power of a few select people." Amy Powell, EVP of interactive marketing at Paramount Pictures

•More than 25 international paranormal fan pages with over 1 million fans•Limited screenings•Parties, upload reaction photos•Paranormal activity 2 out Oct 22

“The fans have really made this their film and they are doing the bulk of the work to market the film”- Megan Colligan, co-pres of marketing for Paramount

3. FREE - Give away free content and invite them to events

Page 44: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

When mash-ups become bigger than the sum...

The 24-minute documentary “Walking on Eggshells” by Jacob Albert, Ryan Beauchamp and Brendan Schlagel

4. PLAY - Let them remix or mash-up new or existing content

Page 45: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Ways to Engage Audiences in Professional Productions

Level 2 - Open for Input?

Step 2 - Networked Media StoryTelling

Page 46: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Life in a Day - YouTube

Life in a Day (24 July 10) Crowdsourced doco by Ridley Scott.

•Total number of submissions 80,000 and representing 197 countries, in 45 different languages. 4 600 hours•If your footage is in the finished film will be credited as co-directors•20 of these contributors will go to the 2011 Sundance Film Festival

5. INVESTIGATE - Get them involved in your research

Page 47: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Fanisodes “People Powered Entertainment”Showtime’s ‘L Word’ have allowed viewers to write the episode

Ratings went up by 51%

The site logged 175,000 visits and over 3,000,000 page views.

“After seven exciting rounds, 1,258 scene submissions and over 124,000 votes and 30,000 comments, almost 20,000 L Word fans have collectively created the worldʼs very first Fanisode”

6. CREATE - Ask them to write / direct key elements

Page 48: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

The Mongoliad - Collab FictionThe Mongoliad is an experiment in fiction and technology... may be "the future of the novel." Published weekly chapters that has associated discussions and other ways for readers to interact with each other and with writers A user-editable 'Pedia with information about Foreworld - related topics, general-purpose user forumsSoon easy ways for people to contribute their own stories, art, and music to our shared Foreworld experience.

6. CREATE - Ask them to write / direct key elements

Page 49: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

RadioHead CrowdSourced FilmHomepage of the film, it is “by the fans for the fans, please share and enjoy.” 62 fans filmed a Radiohead show in Prague using various handheld devices. They combined their footage and edited it together into a two-hour film of the concert. Radiohead gave the fans high-quality concert recordings

8. PRODUCE - Get them to produce a final work themselves

Page 50: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Ways to Engage Audiences in Professional Productions

Level 3 - Time for Networked Media StoryTelling?

Step 2 - Networked Media StoryTelling

Page 51: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

The Event

9. DIALOGUE - They can interact with characters written across the social web

Page 52: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

TV characters blogging - ht Dan Taylor BBC fabricoffolly.com

Nigel Blog Show: Crossing Jordon

http://blog.nbc.com/nigelblog/

Schrute-Space Show: The Office

http://blog.nbc.com/DwightsBlog/

Natalie's Blog

http://www.usanetwork.com/series/

monk/webexclusives/blogs/teeger34.html

The Nurse's Station Show: Grey's Anatomy

http://www.seattlegracegossip.com/og/

Margenes-Blog/700000143

Hiro's Blog Show: Heroes

http://blog.nbc.com/hiro_blog/

Jessica's Reflections Show: One Life To Live

http://www.jessandtess.com/

9. DIALOGUE - They can interact with characters written across the social web

Page 53: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Dexter ARG - Locative Hunts, Interest between seasons•Combination of real world locative treasure hunts, blogs, websites, forums, videos, twitter riddles, DM’s, voice mails,•Began with a hunt on SCVNGR (a mobile treasure hunt app) •A special sleep analysis website•Clues point to a twitter user urnameurlife •A lady called “Serial Huntress” has setup a website for crowd sourcing serial killer convictions.•You are asked to help close the infinity killer case.•Playing the game you have been unlocking exclusive content when fans got 100,000 recorded “kills” through the SCVNGR app they unlocked the series five trailer

10. GO TO THEM - Extend your story into ʻtheirʼ mobile world

•note FB connect

Other SCVNGR events (via Wired):

• Help Vince: a game for the New England Patriots challenges in the Boston area to unlock a riddle and help Vince Wilfork recover his stolen Super Bowl ring.• Dexter Game On at Comic-Con: Completing Dexter-themed challenges, recorded as “kills,” players could cash points in for Dexter swag.• The goSmithsonian Trek: Played out in July, participants visited nine Smithsonian museums and competed for an Apple iPad.• Inception: A series of challenges for the film involved unique tasks at the tallest buildings in the 100 largest cities in the United States and at movie theaters.

Page 54: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

HeroesHeroes the most downloaded/bit torrented show in historyHeroes 360 Evolution prime time Emmy Hana Gitelman an exclusive online character - she contacted users via text and email dailyEncouraged them to hack into a website Primatech Paperto find cluesWhen she reappeared in the show later the online community felt respected as they knew her back storyTwo months from Jan 2007 the Heroes 360 experience had more than 48 million page views and 27 million video downloads

http://www.nbc.com/heroes/evolutions/

11. PLAY - Let them play inside your large multi-platform narrative work

Page 55: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Conspiracy for Good ARG - by Tim Kring & Company P

Half a million CFG casual games and apps downloaded from Nokia store

Over 4,000 dedicated players joining the global movement.

Real charities woven into the main narrative “Social Benefit Storytelling” - Brian Seth Hurst

Result in 50 scholarships being provided for young women in Africa

Five libraries will be stocked with more than 10,000 donated books

Also Kids Company, Doctors of the World, and READ International.

"We had a team of more than 130 experts working behind the scenes in five countries across three continents making sure that this was the best entertainment experience possible and to ensure the charity causes were the true heroes of this immersive story." Tim Kring

11. PLAY - Let them play inside your large multi-platform narrative work

Page 56: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

12. BE THE HERO - Design it so ʻtheyʼ are the protagonist on the heroes journey

CSI episode - ending leads you into Social Game World

Over the evening 17,000 per hour at peak streamed into Second Life to continue the narrative

Anthony Zuiker - “The future of television in my opinion really is television, mobile, gaming and Internet. If I can incorporate all four of them with the television show as a center conduit, what will happen is that you’ll have the younger generation teaching their parents how to do this.”

Page 57: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

SummaryTwo simple steps you need to take now to both prepare for

your own creative future, relevant and sustainability

1 Become a trusted member in communities of shared interest

2 Create relevant, needed, valued, socially engaging, content for your community of collaborators

These slides will be up on slideshare athttp://www.slideshare.net/hayesg31

Page 58: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Small ScreensBig Connections

andA very few examples (lack of time)

Australian Social Media Entertainment

Page 59: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Glee iPad App by Smule

Small Screen, Big Connections Panel

•“built from the ground up (iPad & iPhone) to be a very social experience”•You can sing along with the Glee voices - auto harmonized & mixed•You can then share the tune with your Facebook friends or with other people in the Smuleverse. •You can also record and share your own a cappella tracks.•You can choose to listen to other people’s songs and add your voice to their performances. •You can also create your own Glee clubs and invite others to join your performances.

Page 60: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Community Behaviour - Social TV may already belong to them!

•The real time back channel is a powerful force - content creators need to harness it

•Twitter and a range of new social TV apps driving live social dialogue around broadcast events

•80% of US TV viewers do so while simultaneously using the web

•ABC US MyGeneration iPad Synch App Sep 2010

Small Screen, Big Connections Panel

Page 62: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Redd Inc•Had about 250 submissions of music, art and acting to the site. Acting and Art have been the most popular categories so far.•42 000 page views average time on site is almost 5 mins, about 40% of traffic is from Australia, 30% from US•Over 400 people signed up as members of the site•There are 14 categories of user created content•They are re-cutting a lot of the material for use in online video clips , in the end credit sequence of the film and in DVD extras features

Australian Social Media Entertainment

Page 63: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

• Office Horror: Positions Vacant

A transmedia property which builds a creative communityin parallel to feature film development

Australian Social Media Entertainment

Page 64: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Scorched

Australian Social Media Entertainment

Page 65: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Fat Cow Motel & PSTrixi Communities - AustraliaFat Cow Motel, Interactive Drama - for ABC and AustarHalf-a-million viewers tuned in each week to the 13 TV episodes (800,000 is a good audience for ABC on an average night)40,000 signed up at the accompanying website.The forum/community outgrew ABC’s ability to manage it back in 2003 - 21,000 posts to date and the audience trading clues and discussing the weekly mysteries

Australian Social Media Entertainment

Page 66: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Bluebird AR Social Storytelling from ABC Australia

Australian Social Media Entertainment

Page 67: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

The Reef

Australian Social Media Entertainment

Page 68: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Zac Efron - Charlie St.Cloud Promo, Social Media Event

Australian Social Media Entertainment

Page 69: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Reaching audiences via online competions

ʻFirst Loveʼ - mobile filmWon the BigPond Animation Award at the opening night of the 2009 Adelaide Film Festival. Viewers voted for their favourite from 12 short-listed films. First Love received 40 per cent of the mobile vote and 29 per cent of the internet vote. "The fact that it got so many downloads and we reached such a wide audience so quickly is fantastic testament to the medium in itself," the filmmakers said

Small Screen, Big Connections Panel

Page 70: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

When you have a loyal community

Small Screen, Big Connections Panel

Page 71: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

The Tunnel9000 frames = $ in first 4 weeksSep 21 - TOTAL FRAMES SOLD: 13414 OF 135,000

Small Screen, Big Connections Panel

Page 72: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

The Age of Stupid

Small Screen, Big Connections Panel

Page 73: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Lost Zombies

Lost Zombies is community generated zombie documentary. This is a video time-line of the events that led to the zombie apocalypse. You can help us complete the documentary and save the world.

Small Screen, Big Connections Panel

Page 74: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Savage Country - Fans Demand it

Small Screen, Big Connections Panel

Page 75: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Alive in Joberg - District 9

•20 Jun 2006 - Short film Alive in Joberg by Neill Blomkamp uploaded to YouTube by Laurel Papworth 20 June 2006 (now at 600 000 views)•District 9 - 2009 science fiction thriller film directed by Neill Blomkamp.•Produced by Peter Jackson and Carolynne Cunningham.•Nov 2009 Gross $210,816,205,

Small Screen, Big Connections Panel

Page 76: Arresting Audiences, Co-creating Communities, Transmedia Storytelling

by Gary Hayes CCO MUVEDesign & Founder StoryLabs@garyphayes - [email protected] - storylabs.com.au - muvedesign.com

ARRESTING AUDIENCES Melbourne 24 Sep 2010

Australian Social Media Entertainment

End