15. What is this ‘digital’, anyway?
• Economic efficiencies;
• Reduction of scarcity;
• Deflationary;
• Users enabled; and
• Market immaturity.
16. Some trends
• Technological changes:
• Broadband; powerful devices; open platforms; frictionless payments.
• Behavioural changes:
• Huge rise in online and mobile consumption.
• Business models:
• Increasingly online.
• Democratisation of production:
• Rise of the bedroom producer.
17. From The Audience is Always Right
Michael Zorn, TBWA Berlin
• Fractal Media Usage:
• People spend more time with more media in different ways.
• Individual Media Usage:
• People use media on their own terms and schedules.
• Volatile Media Usage:
• People use media in spontaneous ways, switching between media.
• Self-determined Media Usage:
• People can avoid or block content.
22. From: How Social Media Can Make History
Clay Shirky
“Every time a new consumer joins this media
landscape a new producer joins as well,
because the same equipment - phones,
computers - let you consume and produce. It's
as if, when you bought a book, they threw in the
printing press for free ...”.
54. the eight elements of transmedia
1. A story ...
-a beginning, a middle and an end, b/c narrative drives the experience
2. ... told using a variety of story forms ...
-anything: from live event through video to printed matter ... all fair game
3. ... across multiple media platforms ...
-anything: TV, film, wed, radio, live, games ... etc;
4. ... all within one unified storyworld ...
-not cut up and put on different platforms, rather woven together whilst respecting the conventions
of each platform;
5. ... that encourages audience participation ...
-a house, with door left invitingly open;
6. ... using embedded game mechanics ...
-these incentivise and reward participation;
7. ... involving a social element ...
-possible to meet and interact with other audience members;
8. ... designed for multiple levels of participation.
- be as involved as you wish: committed, curious, casual, participatory, interactive, passive.
55. the relevance of transmedia
•reflect consumption habits;
•embrace new technologies and platforms;
•find new audiences;
•widen creative possibilities;
•create deeper, longer engagement in a
world; and
•new revenue streams.
56. a rose by any other name
multi-platform / cross platform
pushed
-Dr Who episodes on You Tube;
extras
-War Horse book, e-book, audio book, site and app;
bridges
-one medium ends, forcing you to visit another.
immersive media
-a live immersive alternative reality or promenade theatre experience
66. Be social
Build your audience
Use crowdfunding to help you do this
Involve your audience in a meaningful way
Experiment with new tools
Befriend a coder
Explore new forms of storytelling
Make the web, don’t just use it
Make beautiful things
Be generous
