How to be a Super Producer

Who_Kirsty Hunter

_Managing Director of The Project Factory UK

_Leading UK Digital Media Executive

_Emmy Award winning producer

_Formerly Head of Interactive at Lion Television

_Past Mentor to AFI’s Digital Content Lab, Doc Campus

_Sit on PACT’s Interactive Media Policy Group

_Teach about Multiplatform at Indies Training Fund

_The Project Factory

_Award winning digital entertainment group

_Offices in London and Sydney

_Partner with IP owners especially TV production companies

_Specialise in social media, digital engagement, transmedia, games, mobile, digital strategy

_Partners include ITV, Channel 4, Sky, BBC, RTL, PBS, ABC, Network Ten, Nine Network, Channel 7.

_Create and publish own IP including Facebook games, mobile games, transmedia formats

Who_

Agenda__Super Producer and Multiplatform

_Examples

_Pick’n’Mix Exercise

_Planning

_Production

_Scheduling Exercise

_Commercialisation

Super Producer__Multi skilled

_Produces content across all media platforms

_Platform agnostic probably working across Television, Web, Social Media, Mobile, Connected TV, Apps

_Skills may include...

_Shooting video

_Writing

_Directing

_Producing

_Video Editing

_Project Managing

_Community Management

_Social Media Producing

_Specifications

_Idea Development

The New Multi-Screen World Understanding Cross-Platform Consumer Behavior

of all media interactions

are screen based

90%

Majority of media consumption is screen-based

Consumers move between multiple devices to accomplish their goals

of our daily media

interactions are

on smartphones38%

Television no longer commands our full attention

49% with

a smartphone

34% with

a PC/laptop

of the times that

viewers watch

TV, it is with

another device77%

Online shopping is a multi-screen activityhttp://services.google.com/fh/files/misc/multiscreenworld_final.pdf

Super Producing__Multiplatform is anything involving more than one platform ie. TV, Web, Mobile, Social, Games, Tablet, Connected TV

_Audience is multi tasking, looking for multi-screen experience

_Demanding content when they want it, how they want it

_The new super producer must be able to develop ideas and deliver for all platforms

TV Movie

Book DVDTV Movie Merchandise

App Website

Facebook GroupYouTubeChannel

Game

Twitter feed

Book DVDTV Movie Merchandise

App

Virtual World

Website

Facebook GroupYouTubeChannel

GamePodcasts Map

Twitter feed

Book DVD

SMS MMS

TV Movie Merchandise

App

Virtual World

Website

Facebook GroupYouTubeChannel

Game

Video

Podcasts Map

Twitter feed

Book DVD

PartworkEvent

Play

Interactive Billboard

Radio

Poetry

MusicTour Magazine

Phone line

SMS MMS

TV Movie

Competition

Exhibition

Infographic

Lecture

Campaign

Merchandise

http://www.channel4.com/programmes/the-plane-crash/articles/online-check-in

Example_

http://wearetelegraphhill.com/2011/11/24/hollyoaks/

Example_

http://youtube.com/youdrive

Example_

Your Favourites?_

Planning__ Ideas first, execution second

_ Start with human behaviour, what can help you in your life?

_ Nobody knows, don’t be intimidated by geekiness

_ Respect technology

_ Feasible vs Good ie. don’t do it just because you can

_ Tools_ Moodboard_ Wireframes_ Mockups_ Site Maps_ User Journey_ Platform Map

Moodboards__ Collect pictures, sites, fonts, ideas that relate to your project

_ Work with designer to clarify ideas

_ Select a range to appear on your mood board

_ Assemble in Adobe Photoshop or as a presentation in Powerpoint or Keynote

_ Start a Pinterest www.pinterest.com

RESOURCES• www.pinterest.com - Need an invitation to create account• www.adobe.com/downloads - Free 30 day Photoshop CS5 trial

Wireframes__ Create on paper first_ Use Powerpoint or Keynote to create_ Easy to use libraries such as Keynotopia, Keynote Kungfu

_ More professional software such as Axure which outputs HTML

_ Or work with designer, user experience expert who will create for you

RESOURCES• www.keynotopia.com - $49• www.keynotekungfu.com - $12• www.axure.com - Free 30 day trial

Site Maps_

_ Decide on the pages in your website/app

_ Start on paper

_ Decide on main navigation

_ Arrange into site sections

_ Account for all pages

User Journey__ Think about how your audience will experience your content

_ Chart a typical user’s journey through the content

_ Show different entry points

_ Be ready to talk about your exit strategy

_ Can be charted or done with images such as photos

Platform Map__ Similar to User Journey but this maps your platforms

_ Brand is always at centre_ Platforms as satellites around brand

_ Can show how they correlate

_ Demonstrates how audience engage with your brand

Exercise_Pick’n’Mix_

Pick’n’Mix!• Create lists of SUBJECTS, GENRES, PLATFORMS on cards""Split into groups of three people"Pick 1 x SUBJECT, 1 x GENRE and 3-4 x PLATFORM cards!

• Develop a multi-platform concept that fits!

_Goal: Conceive a multiplatform format

_Create lists of SUBJECTS, GENRES AND PLATFORMS

_Break up in to small groups

_Pitch to group

Pitches_

Top Tips_Production__ Multidisciplinary teams_ Share assets across all platforms including people and editorial_ Physically locate teams near each other_ Have one senior staffer across all platforms_ Regular project meetings with all stakeholders_ BaseCamp or similar project management space_ Joint briefing of third parties i.e. Titles, Graphics, Archive_ Clarify sign off process i.e. overall executive in charge_ No one platform is more important, all deadlines are created equal_ Start with deliverables and due date and work backwards _ Create workflow especially for post-production_ Clear for all media in perpetuity for archive and get buyouts

RESOURCES• http://basecamphq.com/ - Paid project management space• https://docs.google.com/ - Free shared documents space

Writing for all platforms_• TV

• Shooting Scripts• Paper Edits• VO

• Web• Conversational• Informal• Usability ie. Click here for more on XXXXX

• Eyeline on page• Mobile Apps

• Concise• Instructional• View on Mobile sized screen

• Games• Non linear structure• Work with interactive writer• Cut Scenes• Audio

• Social Media• Create editorial voice• Informal• Helpful• Sharing• Concise ie. 140 characters

on Twitter

RESOURCES• http://www.useit.com/papers/webwriting/ - More on Writing for Web,

Mobile, Social Media from usability guru Jakob Nielson

Social Media__ Reserve your accounts early as possible during pre-production_ Use for casting by piggybacking on Broadcaster account_ Establish editorial voice in keeping with show’s brand_ Upload ancillary content such as behind the scenes stills, videos, fashion tips, music details etc

_ Link your presenter, cast etc profiles and accounts to yours_ Get presenter/cast retweeting and sharing your series messages_ Create 2Screen experience during TX with Twitter and Zeebox_ Understand usage: Twitter for real time, Facebook is a place to go_ Do take the Channel’s compliance and social media training courses

RESOURCES• http://www.tweetdeck.com/ - Allows multiple accounts at a time• https://dev.twitter.com/media/twitter-tv - Twitter on TV best practice• http://developers.facebook.com/ - Resources for Facebook developers

Facebook__Keep updates short & sweet. No more than two sentences.

_Ask for action. Pose a question or suggest viewers click “Like”.

_Post no more than two status updates per day. Track what times of the day your fans are most active, and post then.

_Facebook and its members love rich media. Think hard about ways to incorporate photos and videos into your newsfeed.

_Don’t be afraid of a little controversy. Ask polarising questions – it provokes interaction.

_Be human! People come to Facebook to interact, not buy your product.

_Repeat Yourself: Identify the topics and types of media that your fans engage with most, and repeat regularly.

_Answer comments and Wall posts, show you care.

Twitter__Tweet in your unique voice and give insider perspective helps establish your voice and authority._Use hashtags: Groups Tweets around a topic or conversation. _Live-tweet: Draws audience in, encourages tune in _Break news: Tweeters want to be the first to know. Control announcements._Share special content and give unique access: Share content that can't be found anywhere else fot real-time buzz and RTs. _Add photos: Easy to share, viewed easily on web and mobile. _Reply & ask questions: If your followers ask you a question that you can answer, respond!_Mention other high-profile accounts: If your co-stars, or peers are on Twitter, @ mention them to start a public dialogue.

Apps__ Decide on whether iOS, Android, Blackberry, Windows Mobile

_ Partner with reputable app developer_ Negotiate terms for revenue_ Apple take 30% upfront_ Android app stores are the “Wild West” not as much revenue

_ Consider use, could you have a mobile optimised site instead

_ Create wireframes, user journey with developers_ User test across all devices_ Usually broadcaster is the publisher in iTunes_ Consider ongoing updates

RESOURCES• http://www.appdata.com- View data on existing apps• https://testflightapp.com/ - Share apps when in testing phase to approved group

Preditors_

_Producing – Learn everything you can about project organisation, budgeting, directing talent and, in general, running an efficient location or studio shoot. Consider shooting on Canon 5D or HD so can screen grab stills

_Production/camera – Learn to be a one-man-band on location and in the studio. If you have a crew – great. But, you personally need to understand lighting, sound and the basics of cinematography. With the new file-based technology, this includes camera-specific data wrangling functions

Source: Oliver Peters, http://digitalfilms.wordpress.com/2011/05/13/rise-of-the-preditor/

Preditors__ Editing – Learn Final Cut Studio inside and out. Don’t stop at editing. Make sure you know how to use Color for grading and Soundtrack Pro for mixing and Compressor for exporting.

_ Finishing/graphics – Since After Effects is the tool of choice for many, you really need to understand how this application works and how to get from FCP to AE and back.

_ Encoding/delivery – This is the last stage and more delivery is file-based than ever before. You no longer have a duplication technician or VTR operator to fall back on. It’s just you. So this means you need to understand how to encode for the web, DVD, Blu-ray and various other client deliverables.

Source: Oliver Peters, http://digitalfilms.wordpress.com/2011/05/13/rise-of-the-preditor/

Post Production Workflow_

_ Spend time at the start of the project planning workflow

_ Consider end deliverables_ Operate off EditShare or similar_ Share projects_ Test encodes for client_ Send via wetransfer or Dropbox for review

RESOURCES• www.sorensonmedia.com/Squeeze - Encoding software• www.apple.com/finalcutpro/compressor/ - FCP friendly encoder• www.wetransfer.com - Send clients files up to 4gb• www.vimeo.com - Create private Vimeo accounts for clients

Lifecycles_

_ Understand how the project plays out over time over all platforms put side by side

_ Usually split into Pre TX, TX and Post TX

_ Each platform will have different milestones which all need to be delivered by team

Scheduling Exercise_

Take individual platform milestones and place on Production Timeline

Scheduling Exercise_

There are only two people who will pay for your content;

your audience and

those who want access to your audience

Commercialisation_

_Digital and social media are known for their fragmented and multiple revenue streams

_ If you have less than six revenue streams for your content, you are probably missing out

_ There are two ways to generate revenue:

1. Getting the audience to pay for content

2. Giving away the content, getting a third party to pay.

Commercialisation_

Audience Pays_AUDIENCE PAYS

Transac'on) Subscrip'on)

Online& For&access,&to&own,&to&download,&to&listen/view&

To&access,&to&listen/view,&to&get&updates&or&specials&

Mobile& Apps&sales&Content&sales&

Songs/album,&updates,&Ongoing&releases&

Games& To&access,&to&own,&&to&upgrade&

Access,&rent,&&membership&

Social& Membership&(access)&Specials,&early&release&

Ongoing&access,&&special&news/updates&

Non Audience Pays_NON-AUDIENCE PAYS

Sponsorship) Adver.sing) Affiliate) Infomediary)

Online& Best&model.&Works&well&for&niche&

Works&at&high&volumes&of&viewers/linear&&

Easier,&adds&benefit,&controllable&

(Can&be&seen&as&sleazier)&&data&driven&

Mobile& Very&good.&Needs&audience&awareness&

Growing,&good&response&rates.&Limited&real&estate&

Closed&ecosystems,&mCommerce&

As&above&

Games& Good.&MulJple&possible.&

Ok,&but&need&to&show&benefit&(oKen&ignored)&

Good&–&notably&for&other&games&

Data&can&be&interesJng...&

Social& Less&trusted&but&works&for&niches&

Volumes&drive&success,&but&response&low&

OKen&through&adverJsing&or&social&games&

See&Online&(a&bit&sleazy)&

Q&A

Kirsty HunterManaging Director (UK)

The Project Factory

Email: kirsty@theprojectfactory.comWeb: www.theprojectfactory.com

Twitter: Kirsty_Hunter