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

1. Building the (digital) bridge Your audience is moving, get in front of them in new and commercially viable ways

2. Attention has changed Multitasking

3. Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site(s) Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews The Participation Pyramid Source: The Impact Of Emerging Technology On Consumer Behavior And Marketing Strategy – Forrester

4. Ladder of Participation Creators make content. They write blogs or upload video, music, or text Creators 26% Critics respond to content from others. They post reviews, rate things, comment on blogs, participate in forums, & edit wikis Critics 35% Collectorsorganise content for themselves & others using RSS feeds, tags & voting sites like Digg Collectors 16% Joiners connect in social networks like Facebook, Linkin Joiners 45% Spectators consume content including blogs, user-generated video, podcasts, forums, or reviews Spectators 63% Inactives neither create nor consume content of any kind Inactives 24%

5. 360 is a misnomer Sometimes it’s 180, sometimes 270, sometimes here and there Sometimes it starts as a broadcast and bleeds into other areas Sometimes there is no TV or it is really just the promotion for online Sometimes, we’re seeing, the multiplatform is so good it migrates to TV Explore, play, discover – view it as more ‘game’ like Think 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 them Engage them, and they will bring you their community

6. Business models less clear Multiplatform = multiple commercial models Key Seven: Sponsorship Banner Advertising Text Advertising Subscription Transaction Affiliate marketing Extension/upgrade Freemium options on most of these

7. A multiplatform journey Mobile Snippet Snippet Snippet Snippet Alert Alert Alert Alert Play Play Play Respond Online Background, research Video and links Information gathering, online participation Follow-up Broadcast Episode Episode Episode Episode Discover Join/Share Social Play Play Share Share Explore simulation Virtual Participate (virtually)

8. A commercial journey Mobile Application Purchase Relevant Sponsorship Episodic Subscription Online Enhancement Relevant Sponsorship Promotion Affiliate Marketing Broadcast Content sales on other platforms Relevant advertising Social Enhancement Virtual Currency Relevant Sponsorship Virtual Participation Purchase Enhancement

9. It’s about the story we’re telling

14. Some numbers 255,000 video views on main website 750,000 viewers on Channel 4 double the audience for the slot 40% players were target audience (UK teens) 42m games played

15. Where can you afford not to be? Increase interest Increase revenue Increase attention More measurable More scalable More repeatable Multi-platform Each action influences each environment Consistent Experience Crossing boundaries online mobile games social virtual

16. Digital: a new canvas Painting in 3D for a 3D world