Stories, games and origami unicorns remote engaging in our participatory world

George P. JohnsonLeadership Offsite2011

Tuesday, April 2, 13

Stories, Games and Origami Unicorns: remote engaging in our participatory world

Kenny Lauer

3http://www.flickr.com/photos/headtraumamovie/870988845Tuesday, April 2, 13

4http://www.mikearauz.com/2009/03/thoughts-on-spreadable-media-parts-3.htmlTuesday, April 2, 13

“If I tell my Facebook friends about your brand, it’s not because I like your brand,

http://www.mikearauz.com/2009/03/thoughts-on-spreadable-media-parts-3.htmlTuesday, April 2, 13

“If I tell my Facebook friends about your brand, it’s not because I like your brand,but rather because I like my friends.

http://www.mikearauz.com/2009/03/thoughts-on-spreadable-media-parts-3.html

– Mike Arauz

Relationships are Redefined

Traditional 1:1 relationship

Traditional 1:1 relationship Traditional 1:1:M relationship

“The moment we are living through [right now]— is the largest increase in expressive capability in human history.”

– Clay Shirky, TED

ExpressiveCapability

To make known the opinions or feeling ofHaving power and ability

Remote Engagement

DefinedA Digital Experience interaction that happens either:1. outside the “4 walls” of the event OR2. within the “4-walls” but influences

or affects people outside the “4-walls”

Remote Engagement

Understanding Remote EngagementConvergence and participatory culture(e.g., gamification, transmedia storytelling)

Getting from “Me” to “Them”

DefinedA Digital Experience interaction that happens either:1. outside the “4 walls” of the event OR2. within the “4-walls” but influences

or affects people outside the “4-walls”

Egypt 2.0?

“I want to meet Mark Zuckerberg one day and thank him...I'm talking on behalf of Egypt. ...

This revolution started online. This revolution started on Facebook. We would post a video on Facebook that would be shared by

60,000 people on their walls within a few hours. I've always said

that if you want to liberate a society just give them the Internet.”– Wael Ghonim

+ 16504194196

+ 390662207294

+ 97316199855

Social Media is changing the world.

Level 4 RipplesDistribution through individuals (email lists, etc.)

Level 3 RipplesDistribution through “closed” networks (Facebook, MySpace, etc.)

Level 2 RipplesDistribution through “open” networks (blogs, sites, feeds, widgets, etc.)

Level 1 RipplesDistribution through mainstream media outlets, digital and analog (press, influencers, etc.)

The most important word on the Internet is not “SEARCH”.

THE MOST IMPORTANT WORD ON THE INTERNET IS “SHARE”.

– Hugh McLeod & Jyri Engstrom

Anywhere and everywhere

“There are more than 200 million active users [40 percent] currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook as non-mobile users.”

– Facebook official statistics (January, 2011).

Social networking now connects 62 million US adults.

– Forrester

Twitter is now attracting 190 million visitors per month and generating 65 million Tweets a day. Most users don’t Tweet at all, but rather use Twitter as a consumption media.

– Twitter COO Dick Costolo, at the Conversational Media Summit

It gets 300,000 new users a day.

– Biz stone, Chirp

Over 6 million people are engaging Fortune 500 brands through key social media channels.

25Source: “The Social Media Habits of the Fortune 500” study, iMediaWorks, 2Q, 2009Tuesday, April 2, 13

500 Billion Impressions

People in the US generate more than 500 billion online impressions on each other regarding products and services — more than one-fourth the number of impressions advertisers make.

US Social Network Ad Revenues, 2009 –

27Source: eMarketer, January 2011

Billions and % Change

US Social Network Ad Revenues, 2009 –

27Source: eMarketer, January 2011

Billions and % Change

Why are US marketers spending 55% more than last year ($3.08B) to advertise on social networking sites this year, as predicted by eMarketer?

That’s where consumers are influenced.

$1.43(20.3%)

$1.99(39.0%)

$3.08(55.0%)

$3.93(27.7%)

2009 2010 2011 2012

Technologyis

changing our lives

Convergence cultureis a world where

every story, image, sound, idea, brand,

and relationship will play itself out

across all possible media platforms.

– Henry Jenkins

Participatory Culture: The Prosumer

Technical Portal vs. Phenomenon

Dino Ignacio Bert

Mashup and Remix

Era Mashups

Participatory Culture: Social Skills and Competencies

Transmedia Storytelling: What is it?

38http://social-creature.com/page/3

Transmedia Storytelling: What is it?• According to Henry Jenkins: A

process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes it own unique contribution to the unfolding of the story.”

• According to Kenny Lauer: Enable the audience to experience the story in a lot of different ways through a lot of different ways.

38http://social-creature.com/page/3

Harry Pottermovies, video games and other elements

are all retellings of the books that JK Rowling wrote

= Not transmedia

Harry Pottermovies, video games and other elements

are all retellings of the books that JK Rowling wrote

= Not transmedia

Julia Child autobiography, My Life in France

+ Julie Powell’s blog The Julie/Julia Project+ Nora Efron’s movie, Julie and Julia

= Transmedia

Elements of Transmedia Storytelling

• Participatory. Not just watching.

• Recursive. Ties back into the core narrative(s) and builds intelligence.

• Scalable. Grows into other forms or properties to some extent.

Linear, Control, Push

Produce WatchStory

Non-linear, Participatory, Push/Pull

Produce WatchStory

Comic Book

Webisode Computer Game

Website

Sequel

Franchise TransmediaMultiple platforms create a collection of individual experiences

Produce WatchStory

Comic Book

Webisode Computer Game

Website

Sequel

Franchise TransmediaMultiple platforms create a collection of individual experiences

Portmanteau TransmediaMultiple platforms contribute to a single experience

AudioTwitter

BlogSMS

ImageEvent

Transmedia Storytelling

StoryUniverse

MovieNovel

TV Series

Flash Mob

Twitter

iPhone

Podcasts

iPad/Tablet

Websites

YouTube

Webisodes

Graphic Novels

DocumentaryRadio

TheaterToys

Merchandise

Comics

Concerts

Social Games

Live Events

Facebook

Flickr

Video Games

Knit-Along

Download

History of the Storyverse/Backstory

Big Adventure/Main Story

Future of the Storyverse

Story of Minor

Character/Alt POV

Fan Assets:Video, Photos,

User Generated Content/

Fan FictionBackstage/Making of

True Stories

Jill Colick, Story2OH.com

Platforms relationship and time in a transmedia experience

43http://www.flickr.com/photos/andresfox/5396499222/in/photostream/

Pre/ Past During / Present Post / Future

Video game

Migratory cue

Initial platform(movie, website, book)

Fandom production

ARGComic

Transmedia Rising-JWT

Participatory Culture: Social Skills and Competencies

Gamification

• Applying the basic elements that make games fun and engaging to things that typically aren't considered a game

• Fun• Rewards• Social connections

It’s not new

Gartner Hype Cycle

Peak of Inflated Expectations

Plateau of Productivity

Slope of Enlightenment

Trough of Disillusionment

Technology Trigger

A report published in January by M2 Research, a media and entertainment research firm, estimated that spending on gamification projects will grow to as much as $2.8 billion by 2016 from $100 million this year.

Gamification 101

Player

ConsumesGame

Gamification 101

Player

Consumes

Designer

CreatesGame

Gamification 101

Player

Consumes

Designer

CreatesGame

Gamification 101

Player

Consumes

Designer

CreatesGame

Rules System FunJourney

Gamification 101

Player

Consumes

Designer

CreatesGame

Rules System FunPlayerJourney

Gamification 101

Player

Consumes

Designer

CreatesGame

Rules System FunPlayerJourney

Mechanics Dynamics AestheticsPlayerJourney

Good games balance Skill and Challenge

Anxiety

Apathy Boredom

“Flow”

HighLowLow

Challenge

SkillsTuesday, April 2, 13

Player Journey = Lifecycle + Progression

Good games take the player on a journey towards mastery

Gamification 101

Way it feels to play the game • Overall experience• Emotional

engagement• Curiosity,

satisfaction, delight, trust, fun, pride, envy

Formal rules and structure of game• Game prepared• What action can

players take• Victory conditions• Rule enforcement• Time Based systems• Reward schedules• Progressive Unlocks• Pacing

Control: Game designer

How people behave due to these rules• Processes and behaviors

that arise when you actually play the game

• Rules in response to actions

• Make Progress Visible• Points, levels,

leaderboard, badges, missions

Control: Player

Gamification 101: Monopoly

• Feeling of tension and joy in the beginning

• Gradual loss of interest for the losing players

• The joy of winning for the winner

• Everything you need to play

• Relationship between the board, the pieces, and the money

• Rules specifying how you play

Control: Game designer• At the beginning of

the game, everybody starts equal

• One player inevitably gets rich, while the other players are driven to poverty lose the game

Control: Player

Mechanics Dynamics Aesthetics

Who am I playing with? How are we engaging?

Mechanics Dynamics Aesthetics

Acting

Compete

Challenge

Achievers

WorldShow-offTaunt

ExpressCompare

PlayersHelp Comment

Socializers

ExplorersView

Interacting

And we’re back...to Events

• Integrate Remote Engagement as a discipline: consume/engage

• Participatory Culture: remember your attendees want to participate. Participation is not an option, it’s a requirement. How does that differ in physical and virtual? How do we create opportunities to support this culture.

• Extend outside the 4 walls. What happens online shouldn’t end online. What happens offline, shouldn’t end offline

• Take advantage of what technology has to offer

We are all experience designers

‣Games are worthless

‣ Stories are worthless

‣ Events are worthless

unless people play them

unless people play themunless people listen to them

unless people go to them

• Consumers don’t come for the game/story/event.

They come for the experience.Kenny Lauer@kennyL

Stories, games and origami unicorns remote engaging in our participatory world

Technology

Transcript of Stories, games and origami unicorns remote engaging in our participatory world

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