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January 21 2012

September 29 2011

Transmedia Talk 33: ARGFest Special with JC Hutchins

Welcome to Transmedia Talk, a podcast covering all things Story. Transmedia Talk is co-hosted by Nick Braccia, Dee Cook, and Haley Moore and looks to shed light on the topic of transmedia storytelling with commentary, interviews and tips on how storytelling is moving into the 21st century.

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Author and transmedia creator J.C. Hutchins joins us as we recap ARGFest-o-Con 2011.

Hosts:
Nick Braccia from Culture Hacker
Dee Cook from Dog Tale Media
Haley Moore

(and Host Emeritus Robert Pratten from Transmedia Storyteller)

Special Guests:

J.C. Hutchins, author of Seventh Son and Personal Effects: Dark Art, and keynote speaker at ARGFest.

From This Episode:

ARGfest Keynote 2011: “Getting To Good” from J.C. Hutchins on Vimeo.

JC’s podcast novel Seventh Son, and his transmedia novel Personal Effects: Dark Art with Jordan Weisman.

We usually don’t link guests’ twitter feeds, but we’re linking JC’s here since we talked about it quite a bit on the show.

The Darkest Puzzle, and Andrea Phillips’ response

Awkward Hug’s game The Wisconsin Hustle opened ARGFest for attendees at the opening night cocktail party.

JC’s and Violet Blue’s unboxing videos of a handmade scent kit, released earlier this year for Campfire’s experience for Game of Thrones.

Our episode featuring Steve Coulson, about the Game of Thrones campaign the Maester’s Path.

JC wrote animated videos for Smith and Tinker’s game Nanovor

Video games from JC’s rundown include Mass Effect, Dragon Age, God of War, Uncharted, Heavy Rain, and Fable.

Rob Jagnow of Lazy 8 Studios, who contributed to the Potato Sack ARG for Portal 2, is in pre-launch for his game Extrasolar

Balance of Powers, an extended story from many of the creators of Perplex City, has been funded on Kickstarter.

Zombies, Run! by Six to Start and Naomi Alderman, has now raised $50k of its $12k goal, with over a week left open on its campaign.

The steampunk comic, theater and film experience Clockwork Watch, created by Yomi Ayeni, is still accepting backers on IndieGoGo.

DIY DAYS LA will be held on the UCLA campus on October 28. Tickets are free.

Story World Conference will be held in San Diego October 31-November 2.

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June 29 2011

Transmedia Talk 29: Lost Zombies

Welcome to Transmedia Talk, a podcast covering all things Story. Transmedia Talk is co-hosted by Nick Braccia, Dee Cook, and Haley Moore and looks to shed light on the topic of transmedia storytelling with commentary, interviews and tips on how storytelling is moving into the 21st century.

Download | Subscribe with RSS |Subscribe with iTunes

Skot Leach, creator of Lost Zombies, talks about crowdsourced film, monetization, and building an online community.

Hosts:
Nick Braccia from Culture Hacker
Dee Cook from Dog Tale Media
Haley Moore

(and Host Emeritus Robert Pratten from Transmedia Storyteller)

Special Guest:
Skot Leach from Lost Zombies

From This Episode:

Skot solicits some of the final submissions for Lost Zombies.

Max Brooks’ zombie short story collection World War Z.

Lost Zombies’ community is hosted by the social network building service Ning

Lost Zombies stickers are posted to mark the sites of zombie outbreaks.

The ad that Lost Zombies ran on Adult Swim through Google TV Ads. Leach said the site’s traffic jumped from roughly 1,200 visits a day to around 3,500 after airing the ad.

Austin’s KXAN reports on the Lost Zombies booth at SXSW Interactive 2009.

Dead Inside: Do Not Enter is the Lost Zombies scrapbook. It will be released September 21.

Academy Award winning site Star Wars Uncut introduced many audiences to the idea of a crowdsourced film project.

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June 19 2011

The Power of User Generated Content

At SXSW I watched Nick Poole (founder of the infamous 4chan) introduce his new project Canvas. This isn’t as edgy as his previous meme factory. Canvas provides basic tools for users to post and alter pictures. Think of it like a message board where users have conversations through constantly evolving images. A long thread starting with a picture of Dos Equis’s “The Most Interesting Man in the World” can end randomly with him as Rebecca Black and the caption: “It’s not always Friday. But when it is…Saturday comes next.”

The success of Canvas hinges on growing a community of people excited to create remixes. With just viewers, there won’t be user generated content to entertain visitors. So, Nick makes sure the collaborative process is fun/easy and doesn’t focus on attracting professional quality design work. Without high standards more lurkers will become contributors.

Now more than ever, everyone from artists to storytellers should learn how to hone the power of UGC to build their internet presence. Facebook is the second most popular site in the world-Twitter, Youtube, Yelp, Fanfiction.net, and many other successful destinations wouldn’t exist without non-professionals.

Here are some different ways to get people to create user generated content:


View more presentations from Peter Katz.

What is your experience with user generated content?

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Branded Distribution

The Cool Kids and other popular musicians at SXSW are signed to a new kind of record label-Mountain Dew’s Green Label Sound. In my opinion, this trend will grow in the world of music and move into the world of indie film distribution as well.

This phenomenon is happening because of the combined economic challenges of record labels and the decreased reach of branded television advertising. Traditional record labels have been struggling to earn enough money through record sales because of piracy. Therefore, record labels are now insisting on 360 deals, in which musicians give labels a percentage of all their income. Many artists aren’t happy with this arrangement. Simultaneously, the reach of branded television advertisements are decreasing due to TiVo and Netflix. “Interrupting TV shows is ‘not something most people will tolerate,’ says TiVo CEO Tom Rogers. In the 40% of all households that have a DVR ‘the amount of commercial avoidance is huge.’” (Source David Lieberman at Deadline Hollywood.com) Netflix has over 23 million members on their ad free platform (Source Netflix Investor Relations), some of whom are beginning to cut their cable cords. In response, some brands are finding a new way to reach an audience.

Remember the music industry isn’t struggling because people don’t love music. Social networks allow artists to have more reach and powerful connections with their listeners. Green Label Sound signed The Cool Kids to be part of their relationship with fans (consumers). I think that is a good investment when you consider the depth and duration of the relationship the fans have with the rap crew. This combined with (last time I checked) 3,370,297 views for their Black Mage music video on Youtube, 4,850,369 plays and 423,384 listeners on Lastfm,  187,861 Likes on their Facebook page, and they have 12,878 followers on Twitter. At SXSW The Cool Kids performed at the Green Label Sound  Showcase and many top music blogs mentioned their label.

In exchange, the Cool Kids get to keep all of their income from iTunes album sales, except for processing fees (Source Billboard). They are promoted by a marketing budget much larger than most record labels, since Green Label Sound is owned by PepsiCo, a Fortune 500 company that has sold billions of dollars worth of soft drinks vs relying on album sales. “Labels suck,” the Cool Kids’ Chuck Inglish said, “What can they do that Pepsi can’t do? We had a good experience with Green Label Sound — we got more from that single than we got from our previous album. I was tired of the album sitting around and just wanted to get it out.”(Source Billboard)

Here’s where indie film distribution fits in. Sponsors at prestigious film festivals might evolve into distributors: starting to acquire titles that make sense for the brand’s identity, focusing on marketing themselves as patrons of the arts, distributing films to theaters where their target demographic lives e.g. college towns. This strategy increases brand loyalty by adding value to people’s lives.

Content producers will win because all of the typical costs associated with theatrical film distribution will be covered by the brand. So, creators are going to be able to keep more money. Filmmakers will still own the digital rights for their project and the buzz from screenings will increase the projects’ value. “Theatrical will drive awareness of the film,” WME agent Liesl Copland said regarding distribution for Blue Valentine (Source Eugene Hernande at IndieWire).

What are your thoughts on branded distribution?
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June 01 2011

April 26 2011

April 20 2011

March 22 2011

January 21 2011

January 13 2011

January 08 2011

January 04 2011

How to Improve Engagement with your Webisodes

Why do some web producers release their webisodes weekly when they have evergreen content? That is, if their series of web videos are not tied to current events, why not release them all at once?

One answer might be that the release schedule is tied to the production schedule – episodes are being produced one week and released the next. But why not release them two weeks apart or wait until enough episodes have been produced to release all at once or daily? Why not four hours apart or on demand?

My point is only that there should be some reasoning behind the scheduling and not just because TV has scheduled weekly content.

You see, if TV has taught us one thing about audiences, it’s that they don’t like to be kept waiting. They don’t like to wait while the commercial plays, they don’t like to wait while the episode downloads and they don’t like to wait week-to-week. Many people record several episodes of a series before the viewing or they’ll buy the complete series on DVD. But of course audiences come to TV and the web with different expectations so why copy the TV model online if you don’t have to?

Re-thinking your web series

This blog post looks at how you might optimize the release schedule for your webisodes. Core to my approach is understanding how you want the audience to engage with your story and then designing an integrated experience that consequently determines how the video will be released. There is no initial assumption that the schedule should be weekly or any other time period.

There is, I suppose, an assumption that most web series will have more than just the videos: there’s usually a website, a blog, a forum, a mailing list, a Facebook page or some other mechanism that represents an opportunity to inform the audience of a new release and provide them with a backchannel. These additional non-video platforms are what makes your web series “an experience” rather than a series of videos. Even a single YouTube channel with the comments and likes enabled creates a participatory experience. Whatever the implementation, it is the experience that builds, empowers and engages your audience – it multiplies the draw of the video.

Here’s a short list of considerations for determining the time interval between episodes with the key objective being to maintain engagement between episodes (i.e. you want audiences to watch the next episode):

  • production limitations & opportunities
  • distribution limitations & opportunities
  • business model limitations & opportunities
  • strength of story episode to episode (the narrative hook)
  • length of each episode (longer webisodes might benefit from  longer periods between episodes to avoid overload)
  • audience expectations and headroom (giving too much to consume between releases may lead to abandoned subscriptions).

Mind The Gap: Is the Narrative Strong Enough to Bridge the Delay?

Figure 1 illustrates how we’d like audience to move from episode to episode. In this example there’s enough interest or engagement to have them come back for more.

Figure 1: Audience follows episode to episode

Unfortunately there are a number of failure scenarios if the period between each release is wrong. In Figure 2, the audience abandons the web series because the content isn’t strong enough to have them come back – there’s not enough pull to bridge the gap.

In Figure 3, the audience is asked to work too hard to keep up and soon they find they’re overwhelmed with content for the given schedule.

Figure 2: Abandons

Figure 3: Overload

In both these failure scenarios one solution is to adjusted or fine-tune the schedule – if that’s possible. As I mentioned earlier, there may be reasons why you’re stuck with the schedule.

Figure 4: Release schedule adjusted

Using Transmedia Storytelling to Maintain Engagement

Web series can be expensive to produce and the number of episodes is as likely to be determined by budget as anything else. This could mean you don’t have enough webisodes to span the schedule you’d like or you need to maintain engagement between webisodes because the schedule is fixed.

Figure 5 shows how narrative spread to secondary, less expensive, media can be used to stitch together the web series – providing a mid-episode fix of story for those eager for more. The trick here is in the storytelling: to have the webisode and secondary media satisfying in their own right  and hence consuming all media is optional which hence alleviates the chance of overload. Implied in the notion of “secondary media” is that it may indeed not stand alone and should be consumed as additional exploratory content (e.g. another optional layer).

Figure 5: Transmedia Storytelling applied to web video series

Figure 6 in contrast shows two equal media platforms both scheduled for episodic release but appealing to different audience sub-segments or consumption habits: e.g. media 1 is consumed while at work and media 2 consumed on the commute.

Here, each media has its own (intervening?) release schedule with additional narrative hooks and branches to take the audience to the next episode in the same media or to alternative media.

Figure 6: Native Episodic Transmedia Storytelling

Finally of course, additional secondary media might be added to two primary media platforms – as shown in Figure 7

Figure 7: Multi-layered Transmedia Story.

Allow Audience to Go with the  Flow

So far I’ve assumed that all audience members are to be treated equally. But why not reward engaged followers with either additional content or early “pre-release” content? And if you do, does it matter that they might share with others ahead of the “proper” release?

I believe that when you have someone that’s engaged you should allow them to ride the engagement out and see where it takes them. This means allowing them to request additional content on demand ahead of the release schedule which I further believe has the potential to turn engaged audiences to advocates – hence recruiting more audience.

YouTube’s “Unlisted” video option is perfect for this: casual viewers won’t see or find the video before it’s made public but engaged audiences can be sent the link.

Transmedia Example

My Lowlifes project has three primary media: novella, webisodes and blog. I determined that it should be scheduled to be released two days apart over a period of 15 days or so.  I felt that daily would lead to content overload and at three days the whole release would drag on too long.

One approach would have been to alternate the media – novella chapter on day 1, video on day 2, blog on day 3 and so on. But this would have incorrectly implied a sequence or priority to the media platforms that I was keen to avoid.

Consequently, at the same time content is made public, subscribers receive an email with links to the three media episodes plus the ability to request additional content from anywhere within the series. This would allow someone who was really into the videos, for example, to watch them all in one sitting by simply requesting them.

It’s not a problem for me if someone grabs all the videos and posts them all on their own blog because my objective is to get them seen. It’s evergreen content and within 3 weeks it would all be available in any case.

For Lowlifes, the scheduling and on-demand requests for content is made possible by a service called Conducttr -a pervasive entertainment platform from my company TransmediaStoryteller.com and will soon be available for all members of our Community.

Take-away

In summary then, if you assume that the audience always has something better to do with their time and money, it will absolutely focus your mind on maintaining engagement between webisodes and this will:

  • determine the optimum release schedule where you have the flexibility to choose it
  • highlight the need for a transmedia experience around an inflexible release schedule
  • provoke a discussion about whether you should allow content on demand for the most engaged audience members.
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December 16 2010

December 08 2010

November 04 2010

October 28 2010

October 26 2010

October 13 2010

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