AIDC Convergence, Multiplatform and Documentary Makers
16
Building the (digital) bridge Your audience is moving, get in front of them in new and commercially viable ways
-
Upload
jennifer-wilson -
Category
Self Improvement
-
view
1.165 -
download
0
description
Presentation to Australian International Documentary Conference as part of the Totally Convergent session. Looks at telling story across multiple platforms, the business models, some example and some quick learnings
Transcript of AIDC Convergence, Multiplatform and Documentary Makers
Building the (digital) bridge
Your audience is moving, get in front of them in new
and commercially viable ways
Attention has changed
Multitasking
Creators
Critics
Collectors
Joiners
Spectators
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
Maintain profile on a social networking site(s)Visit social networking sites
Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews
Source: The Impact Of Emerging Technology On Consumer Behavior And Marketing Strategy – Forrester
The Participation Pyramid
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Creators make content. They write blogs or upload video, music, or text
Critics respond to content from others. They post reviews, rate things, comment on blogs, participate in forums, & edit wikis
Collectors organise content for themselves & others using RSS feeds, tags & voting sites like Digg
Joiners connect in social networks like Facebook, Linkin
Spectators consume content including blogs, user-generated video, podcasts, forums, or reviews
Inactives neither create nor consume content of any kind
26%
35%
16%
45%
63%
24%
Ladder of Participation
360 is a misnomerSometimes it’s 180, sometimes 270, sometimes here and thereSometimes it starts as a broadcast and bleeds into other areasSometimes there is no TV or it is really just the promotion for onlineSometimes, we’re seeing, the multiplatform is so good it migrates to TV
Explore, play, discover – view it as more ‘game’ likeThink of participatory elements, wrap a drama around the story, let the viewers participate virtually or even for real (ARG)
Let them take the experience (or some part of this) with themEngage them, and they will bring you their community
Business models less clearMultiplatform = multiple commercial modelsKey Seven:
SponsorshipBanner AdvertisingText AdvertisingSubscriptionTransactionAffiliate marketingExtension/upgrade
Freemium options on most of these
A multiplatform journeyMobile
Online
Virtual
Broadcast
Social
Episode Episode Episode Episode
Background, research
Information gathering, online participation
Video and links
Follow-up
Snippet Snippet Snippet SnippetAlert Alert Alert AlertPlay Play Play
Discover
Respond
Share Play
Join/Share
Play Share
Explore simulationParticipate (virtually)
A commercial journeyMobile
Online
Virtual
Broadcast
Social
Content sales on other platforms
Episodic SubscriptionApplication Purchase
Relevant Sponsorship
Relevant Sponsorship
Affiliate Marketing
Enhancement
EnhancementVirtual Currency
Relevant SponsorshipEnhancement
Participation Purchase
Relevant advertising
Prom
otio
n
It’s about the story we’re telling
Some numbers
750,000viewers on Channel 4double the audience for the slot
42mgames played
40% playerswere target audience(UK teens)
255,000video views on main website
online mobile games social virtual
Consistent Experience
Crossing boundaries
Multi-platform
Each action influences
each environment
Increase interestIncrease revenue Increase attention
More measurableMore scalableMore repeatable
Where can you afford not to be?
Digital: a new canvas
Painting in 3D for a 3D world
