Shesayscourse commonlymademistakes

Commonly Made Mistakes
05.20.11

Wednesday, May 25, 2011

ELIZABETH KIEHNER
@KIEHNER


A good producer can produce interactive even with
no experience if they have the right people on the
project.


THE ESSENTIAL DO: CHANGE YOUR MENTALITY

Develop a custom mindset. You are inventing on the ﬂy
and your tools and technology are constantly changing.


Not linear. Not ﬁnite.


This is not build it and they will come. Think about
syndication.


New vocabulary: Platform, program, system vs.
campaign.

Replace pre-pro meetings with Plan of Attack
meetings. Replace Deadlines with Milestones.


The broadcast producer is not always the lead
producer.


Uncover what is motivating launch dates. Be very
iterative. Meet often.


DO’S AND DON’TS

Actually more Do’s and One Don’t

• Do: impeccable documentation.
• Do: build early prototypes for complex projects.
• Do: ask does design lead or development lead?Do: Be happy when vendors ask a lot
of questions. Most of them should ask more.
• Do: shadow someone for your ﬁrst couple projects.
• Do: break down walls and collaborate.
• Don’t: hire one or two digital gurus and expect your problems to be solved.


WE’RE NOT DONE YET

Don’t: Treat your interactive timeline like your broadcast one

•Ifyou plan any sort of integration between your TV campaign and your website, be
aware this could make timing longer. Invite your interactive shop to attend the shoot
for print or broadcast, or they may need to have their own shoot.
•Do not pass a timeline to your interactive shop that has things like “shoot,” and
“prepro” on it and don’t forget Quality Assurance (QA) testing.


MORE DO’S AND DON’TS

Do: Be aware of scope creep

This is one of the most common pitfalls of an interactive project. It’s vitally important
that both parties understand exactly what is included in the scope so always create a
SOW document.
Spell out your deliverables and assumptions.

If you have a speciﬁc budget allocated for the project – an exact dollar amount you
can’t go over, be honest about this with your vendor, and let them take the reigns on
what can and can’t be accomplished and how to break it down.



Don’t be slack at delivering assets to your vendor.

This is the primary killer of good projects. It is amazing how often timelines are
completely blown before they get off the ground because we can’t get copy from an
agency, or they never send over a CAD ﬁle. If there’s one place you want to expend the
bulk of your energy as a producer, here you go.

Deliver a production checklist or inventory list in an organized manner.



Don’t be a control freak.

There are some types of calls that a producer can skip, but if you’re not of that
persuasion, it’s recommended to remember that your role is a facilitator. Listen in to the
call, answer questions about things you know about, and let them work it out. Ask for
a summary in email at the end. Do not try and relay technical information from one
party to another.



Don’t pretend to understand the technology if you don’t.

A producer pretending they grasp complex technical processes that he doesn’t is a
dangerous thing.



Don’t try to make a viral.

There has to be a compelling reason for the user to send around a link or a site. That
useful equates to something really amazing or on the pulse of pop culture in a way that
hits a vein that sets your project on ﬁre.



Don’t Get Lost in Translation.

It is vitally important that if a site is even potentially destined for translation into another
language that this is known up front.

Translation preparation is very easy to do on a site as it’s being built. Retroﬁtting a site
to make it ready for translation later, however, is a time-consuming and expensive
process.



Don’t Hide Behind ASAP.

ASAP is good for initial conversations, but who doesn’t need work produced ASAP
these days. Be the rational voice of reason.


Working With Vendors
05.20.11


http://archives.thinkfa.com/
ideawins/


WORKING WITH VENDORS

Bidding and running RFPs

• Interactive production companies are often involved in concept development.
• Bidding on brief vs. bidding on treatment.
• Post launch hours needed for testing, fixing bugs that pop up, and site traffic
reporting.
•Extra producer costs to document and properly archive source files, specs, and
admin data.


make images bleed if possible



Let’s talk contracts next.

• Always get an NDA signed.
• Don't expect vendors to start work without a contract.
• Include a termination or kill fee.
• Liability: open source code, stock photos, music license, etc...
• Be clear about what you are asking for such as:
• Source code, project ﬁles, 3D models, etc..
• All agencies should have a standard contract for digital projects.
• Run all contracts through chief legal council or business affairs.



Common questions they might ask you.

• What is the design process? Who are the team members, roles and responsibilities?
• What design assets are already created? What elements will need to be created?
• Will we be tweaking designs given or build the site as is?
• Can we get access to the servers?
• When will we see media buy and banner specs?
• Most shops have contracts that limit the number of revisions that are included in the
bid and SOW.


SOW EXAMPLE
SOW EXAMPLE
SOW EXAMPLE
1.1. The Project
The Project
1. The title ofof the project is COMPANY ABC’s Phase Site Development (the “Project”).
The title the project is COMPANY ABC’s Phase 1 1 Site Development (the “Project”).
The Project
The title of the project is COMPANY ABC’s Phase 1 Site Development (the “Project”).
Description:
Description:
• Description:
• Goals
Goals
• GoalsSite embodies COMPANY ABC Point ofof Difference
o o Site embodies COMPANY ABC Point Difference
o o Site embodies new ways ofof listening, thinking, feeling (dialogical vs. forced
o Site embodies COMPANYlistening, thinking, feeling (dialogical vs. forced
Site embodies new ways ABC Point of Difference
o answer)
Site embodies new ways of listening, thinking, feeling (dialogical vs. forced
answer)
answer)
• • Creative Strategies - Site is is designed with several engagement tools that
Creative Strategies - Site designed with several engagement tools that
• Creative Strategies - Site the target audiences
o o Have relevance toto is target audiences
Have relevance the designed with several engagement tools that
o Allow for interactivity the target audiences
o o Have relevance to
Allow for interactivity
o o Encourage interactivitycome back
o Allow for users toto
Encourage users come back
o Encourage users to come back
• • Site Build Strategies (Phased)
Site Build Strategies (Phased)
• Siteo Phase One - Targeted Launch includes must haves plus some initial ‘listening’
o Build Strategies (Phased)
Phase One - Targeted Launch includes must haves plus some initial ‘listening’
o and ‘sharing’ engagements
Phase One - Targeted Launch includes must haves plus some initial ‘listening’
and ‘sharing’ engagements
and ‘sharing’ engagements
2.2. Vendors (the “Vendors”)
Vendors (the “Vendors”)
2. Vendors (the “Vendors”)
a.a. TBDTBD
a. TBD
3.3. Definitions for terms herein
Definitions for terms herein
3. Definitions “Machine” metaphor
for terms herein
a.a. “Machine” metaphor
a. “Machine” metaphorABC is the machine with soul
i. i. COMPANY ABC is the machine with soul
COMPANY
ii. i. The act ofof the machinemachine withthrough visual depiction
ii. COMPANY ABC is the comes alive soul visual depiction
The act the machine comes alive through
ii. The act of the machine comes alive through visual depiction
4.4. Scope ofof Work (SOW) Services/Materials toto be Created
Scope Work (SOW) - - Services/Materials be Created
4. Scope of Work (SOW) - Services/Materials to be Created
(a) A A content management system will be built using GNU General Public License
(a) content management system will be built using a a GNU General Public License
(a) A content management system will be built using a GNU General Public License
application. (http://www.fsf.org/licensing/licenses/gpl.html)
application. (http://www.fsf.org/licensing/licenses/gpl.html)
application. and customize Mambo to meet the current COMPANY ABC identity and
Install (http://www.fsf.org/licensing/licenses/gpl.html)
i. i. Install and customize Mambo to meet the current COMPANY ABC identity and
i. requirements.
Install and customize Mambo to meet the current COMPANY ABC identity and
requirements.
requirements. is is full-featured content management system that can be used
A.A.Mambo a a full-featured content management system that can be used
Mambo
A.for everything full-featured websites toto complexsystem that can be used
Mambo is a from simple content managementcorporate applications.
for everything from simple websites complex corporate applications.
B.B.Is forMambo for you? Thoughwebsites to complex platform may offer a
Is everything from simplewe believe that this platform may offer a
Mambo for you? Though we believe that this corporate applications.
B.great solution it you? Though we believe solution available.may offervisit
Is Mambo for is is by no means the only solution available. Pleaseavisit
great solution it by no means the only that this platform Please
this page for an it is by demo ofof the application. http://
great solution online no means the only solution available. Please visit
this page for an online demo the application. http://
www.mamboserver.com/index.php? application. http://
this page for an online demo of the
www.mamboserver.com/index.php?
www.mamboserver.com/index.php?
option=com_content&task=view&id=46&Itemid=86
option=com_content&task=view&id=46&Itemid=86
To enforceoption=com_content&task=view&id=46&Itemid=86
ii. ii. To enforce the idea that there are other CMS applications available for this project
the idea that there are other CMS applications available for this project
ii. please visit http://www.cmsmatrix.org/ where you can compare 763 different CMS
To enforce the idea that there are other CMS you can compare 763 different CMS
please visit http://www.cmsmatrix.org/ where applications available for this project
applications. http://www.cmsmatrix.org/ where you can compare 763 different CMS
please visit
applications.
applications.
(b) The services and materials below are included inin Phase ofof this project
(b) The services and materials below are included Phase 1 1 this project
(b) The Machine & & Human Metaphor Site included in Phase 1 of this project
i. i. services and materials below are
Machine Human Metaphor Site
i. MachineDesign Exploratory ofof the machine and human metaphor
A.A. & Human Metaphor Site machine and human metaphor
Design Exploratory the
A. Design Exploratory of the with 1 revisionhuman chosen direction
1.1. 3 design directions machinerevision of the chosen direction
3 design directions with 1 and of the metaphor
B.B.Flash 1. Intro/Animation
Flash 3 design directions with 1 revision of the chosen direction
Intro/Animation
B. Flash Intro/Animation human
1.1. Machine into human
Machine into
2.1. Based off 4(b)iA
2. Machine into human
Based off 4(b)iA
2. Based off 4(b)iA

ii. ii. COMPANY ABC Blog
COMPANY ABC Blog
ii. COMPANY ABC Blog by Unit and user generated content)
A.A.Blog (posts by Unit 7 7 and user generated content)
Blog (posts
A. Blog (posts by for users touser generated content) type(s) toto be
1.1. Ability for usersandupload content – content type(s) be
Ability Unit 7 to upload content – content
1. determined users to upload content – content type(s) to be
Ability for
determined
determined syndication available (RSS, Atom, etc.)
2.2. All manners ofof syndication available (RSS, Atom, etc.)
All manners
Wednesday, May 25, 2011 2. All manners of syndication available (RSS, Atom, etc.)

iii. Streaming Video
A. A page with an embedded application that loads VitalStream hosted and
managed media from the VitalStream servers
1. VitalStream
a. Toolset is accessible through MediaConsole, a web-
based application that automates the complex process
of managing and delivering media over the internet. This
system provides a simple point-and-click interface to
manage, monitor and report on the effectiveness of
media assets at all times.
b. MediaConsole provides all the tools necessary to
securely host and reliably deliver rich media content.
MediaConsole is a single, easy-to-navigate system that
comes with a set of asset management, monitoring and
detailed reporting tools. Through MediaConsole content
can be uploaded to the VitalStream network and
packaged for delivery. MediaConsole supports multiple
content delivery formats including Flash, Windows
Media, QuickTime and Real as well as multiple delivery
methods including OnDemand, Live and Download
services.
c. MediaConsole reporting features enable content owners
to better understand the viewing/listening habits of their
audience and quickly make adjustments to online media
strategies. Through historical and real-time reporting,
MediaConsole offers an array of standard reporting
options that provide valuable insights into network
conditions, viewer statistics and demographics.

iv. Listening Engagement [Diverse Ears]
A. Sound Off/Sound On: A world without listening
1. Sound is off. User can guess situation.
2. Sound comes on. The visual story is different. The goal is to
embody the importance of listening.
B. Deliverable: Design 10 Sound Off/Sound On creative concepts.
1. All chosen concepts to be built out in Flash/HTML, regardless of
whether they will be immediately implemented on the site or
rolled out at a later date.
2. Implementation of various concepts on site TBD.
3. Sound Off/Sound On area must link back to blog page (this
offers the user a discussion and reaction forum).

v. Company Content
A. Deliverable: Company Content will consist of a maximum of 40 hybrid
Flash/HTML pages. Basic integration of metatags included.
Data capture (such as surveys or emails) to be included in various
locations (TBD) throughout. Company Content sections include:
1. Our Story
a. Who we are
b. Our offer
c. Press/News
2. Our Work/Case Studies
3. Our Clients
a. Client List
b. Client Testimonials


(c) QA
i. Vendor and COMPANY ABC collectively
A. QA to be performed by Vendor working closely with COMPANY ABC

(d) Hosting and Analytics
i. Hosting company chosen by Vendor and will provide sufficient bandwidth to
accommodate the Content Management System and streaming audio
ii. Traffic analytics provided by Hostway
A. Benchmark overall Web site success daily/weekly/monthly/yearly
B. Assess the effectiveness of advertising/marketing campaigns
C. Perform search engine optimization
D. Evaluate link arrangements
E. Locate and resolve errors
F. Monitor your traffic and bandwidth
G. Do comparative and historical data analysis
H. Hostway Web Analytics' Reporting Features:
1. Accessible through SiteControl
2. Intuitive, in-depth reports
3. Flexible date range functionality—you specify the exact time
period for your reports
4. Search Function Finds What You're After. Reports feature a
search capability to narrow the report down to just what you're
looking for.
5. Export Data Easily. Want to put a particular report's information
into an Excel® spreadsheet? Hostway Web Analytics' Export
Data function allows you to do just that.
6. View Reports by Any Parameter. Most reports allow you to view
the data by several different parameters, such as Sessions,
Pageviews, Hits, Bytes, etc.
7. Dig Deeper. Hostway Web Analytics' best-in-class path analysis
allows you to easily see which true paths (including the Back
button!) visitors used.
8. Multilingual functionality—view reports in 10 languages,
switchable on-the-fly
9. Performance leader: Fast loading reports, fast log processing,
10. Available on both Linux Advantage and Windows Advantage
servers.

5. Materials to be provided to Vendor by Client;
(a) Client will deliver the materials below (collectively, the “Client Materials”) to Vendor :
i. Clearer definitions of the metaphor
ii. Assets (style guide, color type treatments, etc.)
iii. Site content
A. Section 4(a)v defined herein

(b) Client Approvals
i. Timely response to requests for information/reviews
A. Any changes to deliverables after sign off can incur additional charges.
B. Late response to reviews can result in delayed or accelerated schedule.
C. Any change to schedule or failure to provide timely delivery of requested
materials or feedback can result in extension of deadlines and budgetary
increase to be determined at the time of missed delivery.
D. Accelerated schedules and scope increases can incur overage fees
including weekend work and rush work.
E. Any overage will be communicated to the client in the form of an overage


proposal. Work requests contained in an overage proposal require client
approval prior to any production being performed.

(c) In addition, timely Client comments and approvals will be needed as follows:
i. legal approvals;
ii. approval of visual elements; and,
iii. review and approval of content.

6. Estimate
(a) Vendor Estimate is a separate Project Order document
i. Bid # 13214

7. Schedule
(a) Vendor anticipates the following general schedule for the Project
(b) All Client feedback must be in the form of single consolidated list
(c) Changes to schedule or late response to reviews will result in a schedule change and
scoped out separately as an overage
(d) Revisions not considered within the SOW will be scoped out separately as an overage

8. Additional Terms
(a) The attached Estimate (Bid# 13214) is subject to revision based on Vendor’s further
understanding of the scope of the Project as subsequently presented by Client.
(b) Work on the Project is entirely contingent upon the parties entering into a formal
Engagement Agreement, which agreement sets out the terms of ownership of all
intellectual property created by Vendor for use by Client, and all licenses in connection
therewith, as well as payment of Vendor’s fees.
(c) The parties expressly acknowledge that this estimate, and all discussions in connection
therewith, constitute Confidential.
(d) Payment:
a. A deposit equal to 25% of the total fee agreed upon is required prior to work
commencing.
b. A payment equal to 50% of the total due at project midpoint.
c. Balance payment including any overages is due upon project completion.
d. All invoices not paid within 30 days of project completion will be charged interest
on a daily basis at the rate of 2.0% per month.
(e) Vendor, Inc. (Vendor) will make Its best efforts to provide goods, materials and services,
as agreed for the price agreed upon as set forth in the box marked Grand Total (Total
Fee). Any requests for additional goods, materials or services beyond those listed in this
Project Order will require the Contracting Client's written approval or an additional Project
Order. All rates are based upon a 8-hour day unless specified otherwise.
(f) Cancellation
a. In the event the contracting client cancels any portion of the work outlined in this
Statement of Work the contracting client agrees to pay for all costs incurred by
Vendor.
b. Vendor withholds the right to determine the percentage of work completed.

We look forward to working with you!

VENDOR, Inc.
(“VENDOR”)
by an authorized signer

Print Name

SOFT LAUNCH

Another mentality change.

• Soft launches are good. Launches where 2 million people are hitting ‘refresh’ waiting
for your site to go live are incredibly nerve-wracking experiences for you and your
vendor.
•Also, never launch on a Friday.


SHOOTING DIGITAL CONTENT

Questions to ask your production company early on.

•If you are shooting with a file-based camera (P2, RED, Phantom, Viper, D20) have
you budgeted for transcoding?
• Have you budgeted for backing up the files in triplicate?
• Will the production company backup the media files in case of corruption?
• What is the plan for archiving the original digital footage?
• How many hours of footage do you intend to shoot?
• How will you handle sound? Record in camera? Separate recording device?
•Do you understand formats, codecs and so forth.


CLIENT PRESENTATIONS

Things to keep in mind at the agency and especially with your account people.

• Is your client savvy at reviewing digital work?
• Do they have a ﬁrewall?
• Is your client international with old equipment or using an old browser?
• Mac vs. PC. 90% of the world is on windows. Try using: http://www.parallels.com/
• Chrome vs. IE6. Asia using IE6.


THANKS!


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