Digital bootcamp ambulante guadalajara 15 4_2013
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Transcript of Digital bootcamp ambulante guadalajara 15 4_2013
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AmbulanteCineforo Universidad, Guadalajara, Mexico
15 April, 2013
James Mullighandirector ejecutive de Transmedia Next
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Bootcamp Digital
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or ...
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... fun things to do with the people formerly known as the
audience
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From this ...
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To this...
Hacker
Activist
Gamer
Producer
InventorBlogger
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One to one
One to many
Many to many Many to many
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Autodidact
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Autodidact
Now more than ever, people are conscious of
their surroundings and the worlds they live in. The
era of Internet and telecommunications makes it
possible to penetrate the mysteries of other
societies and other cultures without traveling or
possessing an academic degree. Wherever there
is a will to know, it is possible to develop at least
a basic knowledge of almost any subject.
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What is this ‘digital’, anyway?
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What is this ‘digital’, anyway?
• Economic efficiencies;
• Reduction of scarcity;
• Deflationary;
• Users enabled; and
• Market immaturity.
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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.
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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.
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The age of the interface
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From: How Social Media Can Make HistoryClay 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 ...”.
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Tell me and I will forget
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Tell me and I will forget,Show me and I may remember.
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Tell me and I will forget,Show me and I may remember,
Involve me and I will understand.
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collaborators1%
9%
90%
sharers
audience
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Engage don’t sell
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Engage don’t sellShare don’t tell
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Ain’t too proud to beg …
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indiegogo - international, very film friendly
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kickstarter – the biggest player
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Use Assemble to build a web presence and then an audience. Then sell to them.
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Distrify is a suite of digital tools that turns the entire internet into a movie marketplace.
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Technology giveth, and technology taketh away
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“Obscurity is a far greater threat to authors and creative artists than piracy”.
Tim O’Reilly
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vodo.net watch films and pay what you want
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vimeo.com now has a tip jar
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New forms of storytelling
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collaborators1%
9%
90%
sharers
audience
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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.
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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.
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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
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http://beta.18daysinegypt.com
Crowdsourcing footage: an interactive crowd-sourced
documentary project about the Egyptian revolution.
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Crowdsourcing crisis information
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Crowdsourcing solutions
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The ashtag app
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Delight
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starwarsuncut.com
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Be socialBuild your audienceUse crowdfunding to help you do thisInvolve your audience in a meaningful wayExperiment with new toolsBefriend a coderExplore new forms of storytellingMake the web, don’t just use itMake beautiful thingsBe generous
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@jmullighan
@transmedianext
@sleepparalysisP
@VODOreleases
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