crowd control merging media 2012

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Monday, November 5, 2012

Audiences are often overlooked. Using crowdsourcing techniques can help you to engage and capture your the imagination of your fans by letting them be part of the project.

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Crowd creation

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Co-created projects can be intensive & complex. But, when done well, can create an unparalleled experience for creators and their audience.

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co-created projects

This is the most talked about aspect of crowd sourcing. When done well, it can be not only a money maker for the project but also a great opportunity for audience building and marketing as well.

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crowd funding

Projects will be presented by: Time Tribe by Lucas Johnson (Silverstring Media), Clockwork Watch by Yomi Ayeni(Expanding Universe)

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Chatting with Luke & Yomi


http://mergingmedia.ca/go/silverstring-media




http://mergingmedia.ca/go/expanding-universe

http://mergingmedia.ca/go/expanding-universe

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CrowdCreationAudiences have long been lost behind Nielsen ratings and other systems that create a barrier to real actual people. Now is our chance to break through that barrier and connect to living, breathing humans to build audiences by building them into the process. Some examples of really engaging your audience:


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CrowdCreationAudiences have long been lost behind Nielsen ratings and other systems that create a barrier to real actual people. Now is our chance to break through that barrier and connect to living, breathing humans to build audiences by building them into the process. Some examples of really engaging your audience:

* I’m Here by Spike Jones * HUnger games


I’m Here {by Spike Jones}* ....

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CrowdCreation

*case study by Siobhan O’Flynn


Video Booth Confessional Ongoing Promotion Ongoing Pop-Up Screenings Online Virtual Cinema

Pop UP Screenings Unconventional Screenings Teaser marketing Festival Screenings

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TheEnagagementStrategy


Hunger Games*

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CrowdCreation



Fan Created work Official Sites

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BuildingAudienceHunger Games cont...*



Hunger Games cont...*

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CrowdCreation



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Co-created projects can develop an alchemy that wouldn’t be possible with only one voice. In many ways this is the most traditional form of storytelling ... collective voices coming together to recount, share and feed off of each other to create an experience.

CoCreate


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Co-created projects can develop an alchemy that wouldn’t be possible with only one voice. In many ways this is the most traditional form of storytelling ... collective voices coming together to recount, share and feed off of each other to create an experience.

* Robot Heart Stories * Post Secret

CoCreate


theOverview

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release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

42 Students Montreal and LA 2 Teachers10 Stories 1 Rocket into space

Robot Hearts Stories, a Reboot Stories prototype, is an experiential learning project that uses collaboration and creative problem solving to put education directly in the hands of students. It was developed and executed by Lance Weiler, Janine Saunders, Atley Loughridge and Ele Jansen. This fall, two classrooms, a continent apart, will work together to get a lost robot home, and they will need the audiences help.

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The project concludes with an actual space launch! That’s right the robot along with copies of the students stories and artwork will board a commercial rocket that is headed to the space station later this fall. {A}


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The ARC A Robot reporting back about Earth & the Humans that live on it

The ThemeFish Out of Water

The Narrative Backbone The robot's journey bridged collaboration, story & curriculum.

TheNarrativeThreadThis consisted of Laika finding joy in what the kids are passionate about and then amplified that energy

The story’s call‘Share your passion to propel Laika & education forward'

The narrativeprop A robot plush toypropelled the storyforward & created emotional connection.

** this evolution happened during and after the creation process rather than a pre-determined framework. See Ele Jansen {B}


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Narrative education + game +!q"#$%

a curriculum based on playful, experiential learning


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LaunchingintospaceLaika was launched into space

She took the kids artwork & stories with her ensuring a belief that these kids can do great things


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The co-creative process should leave room for

Lessons learned: ideating

evaluating

social commentary

{B}

Still discovering mechanisms to

create {confidence}

share {intellectual property}

trust {ethics} IMG: Collaborative Tiers in Reboot Stories participatory projects


P/t Secret ...

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CrowdCreationWhile not a traditional ‘entertainment’ project, Post Secret is a great example of creating a nuanced project in which the content is entirely crowd sourced. This project has been ongoing for years and has managed to create a heartfelt, funny, sad, and creative look at the human condition.


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This is the ‘for profit’ bit. Let’s go through some numbers and then look at a company that has done this really, really well.

Crowdfunding


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This is the ‘for profit’ bit. Let’s go through some numbers and then look at a company that has done this really, really well.

* Stats overview

* A Graph

* Patient 0 - A success story

Crowdfunding


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Statsoverview

http://www.kickstarter.com/help/stats

Kickstarter:




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achart


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AsuccessStory

Patient 0 is a fully immersive live action real life, multiplayer, first person shooter, role-playing game. If you ever wanted to get off the couch and play your favourite first person shooter video game for real, this is the event for you. Patient 0 is the first game event by IRL Shooter and it will blow your mind.

From the moment you purchase your ticket, you will be taken on a journey into a completely realised universe of their design, culminating in you and 5 of your friends having to fight your way through a zombie infested building, solving puzzles, collecting information and trying to stay alive. Imagine the most realistic first person shooter video game, in real life.

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theCrowdsourcing

Initial GOALAU$10,000

Actual Amount raisedAU$243,480

The Patient 0 team not only hit on a zeitgeist but also targeted core communities. According to an The Funding Launchpad, ‘Their marketing focused on reaching out to the online newsgroups, forums, and new sources they were already active in. They have also been very active in responding to emails, posts, comments, tweets, and other communications about their project.’ So, again, their targeted focus on their audience has, literally paid off for this savvy team. {A}


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www.pozible.com/index.php/archive/index/6118/description/0/0

P/ted on YouTube

P/ted on Pozible

Promoted on Reddit, Facebook, Twitter, blogs,

newsfeeds, etc.

theCrowdsourcing


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http://www.pozible.com/index.php/archive/index/6118/description/0/0

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theMarketingCampaignPatient 0 was marketing completely through social media and word of mouth.

audience was key to the marketing plan by turning them into advocatesthe patient 0 team answered every email, responded to every tweet, and kept the conversation alive on facebook, created an active forum on their website, developed an audience on youtube

facebook was the key mode of communication & dissemination of information

using free online tools was integral to maintaining this level of communication including Google Analytics & Hootsuite. their fundraising campaign on crowdsourcing platform pozible, which also served as marketing, crashed their site because after it was posted on reddit because of high traffic

used a variety of techniques including give aways and opportunities for fans to add their own voice to develop a strong sense of connection to their audience and, therefore, an active & spreadable conversation


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theMoneyPatient 0 has been successful using both new business models as well as traditional means of revenue generation. One thing to note, for both Canadian and Australian producers, is that they have not used any public funds but have found other means to both raise the funds to develop the project and to make profits from it. Some of these include:

๏ Crowdsourcing๏ Merchandise + Other Add Ons ๏ Ticket Sales๏ Strategic Partnerships


• Create a unique offering

• use social media

• find your audience & go to where they are

• have passion for your project

• answer every single email

• respond to every single tweet

• build a facebook community

• keep your youtube page active

• build advocates from your audience

• use free online tools such as Hootsuite, google analytics to track & engage with your audience

• be a part of the conversation

• keep generating content

• include your audience in the process {B}

In summary, how to engage an audience, Patient 0 style...

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Crowdfunding


• find your audience. respect your audience.

• be adaptable. plan in room for change. • Talk to your audience. Let them know

you are listening. • show your audience your enthusiasm.

it is infectious.

• be realistic. how much time and effort will a campaign be? Do you have the right team to do it?

• UNderstand your platforms. Make sure content matches the platforms used.

• Leave room for your audience. Accept what they make in that space.

So, to succeed with any kind of crowdsourcing:

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Crowdsourcing


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TMCresourcekit.comPROJECTIt is a living website that will evolve as we add new case studies & resources over the coming year to build an extensive set of diverse case studies modeling unique and successful strategies in the digital sphere.

created byThe TMC Resource Kit was conceived, designed & developed by Dr. Siobhan O'Flynn & Anthea Foyer.

supported byThe Canadian Media Fund {CMF} & Screen Australia


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Yomi Ayeni is a storyteller, transmedia producer, filmmaker, and digital strategist. He creates participatory stories mapped to everyday life and believes that people can be a delivery mechanic - "people are the ideal platform through which we can seed interactive stories".

In 2009, he successfully funded and produced his first feature - Breathe, a series of interactive shorts delivered over a three week period where participants became collaborators in a police investigation into several mysterious deaths. The story was told through Internet radio, live events, immersive role-play, user- generated content, social media platforms and film.

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Lucas Johnson

Lucas is a writer, producer, and experience designer, and the founder of Silverstring Media. Very involved in the international transmedia community, Lucas has travelled across North America, spoken at conferences, and runs the Transmedia Vancouver Meetup here at home. Among other projects, he's co- founder of The Time Tribe, a time travel adventure game for kids, and focuses on creating projects that do more than just entertain -- stories have the power to change us for the better.


http://www.clockworkwatch.org

http://www.clockworkwatch.org

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ContactME

Red Squid Lab makes beauti3l 4eperiences using technology, compelling narratives acr/s platforms, and starts conversations between strangers & friends – on and offline.

Anthea FoyerHead Squid, Red Squid Lab

[email protected]

Websiteantheafoyer.com

twitter@antheafoyer

@redsquidlab


http://www.rework.com

http://www.rework.com

mailto:[email protected]

mailto:[email protected]

Thankyou!


crowd control merging media 2012

Entertainment & Humor