Monetising Content - CCC Jan 2010
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Novelist & PhD researcher - Transmedia Emerging Platforms for Writers, Fragmented Interaction & Pervasive Media storycentralDIGITAL WEB: www.storycentralDIGITAL.wordpress.com Alison Norrington storycentralDIGITAL
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Transcript of Monetising Content - CCC Jan 2010
Novelist & PhD researcher - Transmedia Emerging Platforms for Writers,Fragmented Interaction & Pervasive Media
storycentralDIGITAL
WEB:www.storycentralDIGITAL.wordpress.com
Alison Norrington
storycentralDIGITAL
Using new media strategies to monetise content
or..
fragmenting brand/services to give a value and service that
customers will PAY for
Sophie.
Staying Single...
‘e’
Harnessing ‘e’
Offer optionswww.storycentralDIGITAL.wordpress.com
Blogger - daily posts
Email to subscribers inbox from ‘Sophie’
Podcast chapters
www.Sophie Dilemma.com
YouTube documentaries
Bebo / MySpace / Facebook
Second Life
Machinima
Forums
Micropoll
www.creativecontentdigital.com
To integrate into a social community:
1. Create a knowledge resource.- create valuable content that is helpful and solves a problem- offer free solutions
- up-sell only premium products or services
2. Use social media to build memberships/loyalty:- Use blogs, twitter and email to create a group of loyal
followers- Feed them information with occasional sales pitches
www.seizethemedia.com
www.seizethemedia.com
www.seizethemedia.com
Build loyalty
Build community
Be reliable
Be regular
Become a knowledge base for your field
WHERE?
Go where your target market/audience
‘hang out’ online...
& then slowly bring them
to YOU!
‘Noah’s Ark’ it
Fragment the ‘mothership’ and cast a wider net
Serialise
short reliable bursts
released in parts
bringing audience BACK
Offer options
free online in short bursts
£ for DVD option
£ for access to entire series
£ for more....
multi-platform
platform relevant
various distribution channels
E-book: free, in a wide variety of formats
Audiobook: free, in a wide variety of formats
Donations: whatever happens
Print-on-Demand trade paperback: $16
Premium hardcover edition: $250, limited run of 250 copies
Commission a new story: $10,000 (one only)
Advertisements: TBD
Donations of books: TBD
fragment
snippets spread all over
Originality
content original OR repurposed from YOUR perspective
Have a VOICE
even if commission consultant/employee
to develop strategy & script ...
DEFINE SELF!
Conversational marketing is about having a
dialogue with people and not who has the
best monologue!
Freemium –
Business model essentially works by offering a basic services for free, once the user becomes loyal they may advance to premium services available. LinkedIn, Skype and Flicker all use this model.
“When copies are super abundant, they become worthless.
When copies are super abundant, stuff which can’t be copied becomes scarce
and valuable.
When copies are free, you need to sell things which can not be copied.”
Kevin Kelly, Better Than Free, The Technium
Brian NewmanWhat Will People Pay For?
• Immediacy – instant options (for free on iTunes but also sell online?)
• Personalisation – free for general release but pay if personalised
• Authenticity – despite ‘free’, audience like a direct souvenir
• Embodiment – BE there. DO something. A talk? A screening?
• Patronage – audience/reader donations for additional content/involvement
• Accessibility –available online but easier to pay iTunes to access on ANY DEVICE
www.storycentralDIGITAL.wordpress.com
Novelist & PhD researcher – Transmedia
Emerging Platforms for Writers,Fragmented Interaction & Pervasive Media
storycentralDIGITAL
WEB:www.storycentralDIGITAL.wordpress.com
Alison Norrington
Thank You.Questions?
storycentralDIGITAL
