creating online buzz, growing communities - gary hayes

Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factorygary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com

Creating Online Buzz, Growing CommunitiesLAMP Insight Tasmania

INTRODUCTION TO TODAY

PRESENTERS:LAUREL PAPWORTHAn Online Communities Specialist and Australiaʼs leading Social Network Strategist. * educator in the presenting space (University of Sydney) * writer in the blog space (top 100 blogs) * strategist in the corporate space (major telecomms and media companies worldwide)

BRUCE MOYLENew Media Consultant and Developer with Joffre Street Productions and global leader (US, UK, NZ) in viral campaigns and podcast development.

CATHERINE GLEESONCatherine has been a Creative Director and Designer in new and emerging media since 1988. She has extensive experience in information design and visual communication from concept through development, including: physical cross-media installations, information architecture creation, user-experience application, casual game design, 2d animation, illustration, photography, and brand creation, development and extension.

TODAYS AGENDA

9.15 – ARRIVAL and SURVEY

TODAYS AGENDA

9.30 – INTRODUCTION TO DAY (+UPLOAD) - Gary Hayes

TODAYS AGENDA

10.00 – SELF PUBLISHING - Bruce Moyle

TODAYS AGENDA

10.50 - Morning Tea

TODAYS AGENDA

10.50 - Morning Tea

11.05 - DEMO: UPLOAD-MANIA

TODAYS AGENDA

10.50 - Morning Tea

11.15 – THE PORTALS - Gary Hayes

TODAYS AGENDA

10.50 - Morning Tea

12.00 - ANATOMY OF SOCIAL NETWORKS? Laurel Papworth

TODAYS AGENDA

10.50 - Morning Tea

12.50 - EXERCISE: BUILD AN SN - All

TODAYS AGENDA

10.50 - Morning Tea

1.00- Lunch

TODAYS AGENDA

10.50 - Morning Tea

1.00- Lunch

1.45 - BUILD AN SN - PRESENTATION - All

TODAYS AGENDA

10.50 - Morning Tea

1.00- Lunch

2.15 - PROMOTION USING SOCIAL NETWORKS. Laurel Papworth

TODAYS AGENDA

10.50 - Morning Tea

1.00- Lunch

3.15 - EXERCISE: WILD-ABOUT-WIDGETS

TODAYS AGENDA

10.50 - Morning Tea

1.00- Lunch

3.45– THE RIPPLE EFFECT - Catherine Gleeson

TODAYS AGENDA

10.50 - Morning Tea

1.00- Lunch

4.15 – EPILOGUE Q/A.

TODAYS AGENDA

10.50 - Morning Tea

1.00- Lunch

4.15 – EPILOGUE Q/A.

5.00 - CLOSE

Service provider, content producer, strategist, director, web 2.0 ‘generator’

Service provider, content producer, strategist, director, web 2.0 ‘generator’•Interactive and Broadband TV - BBC 8 years

Service provider, content producer, strategist, director, web 2.0 ‘generator’•Interactive and Broadband TV - BBC 8 years•Personalisation / standards - TV-Anytime, MPEG

Service provider, content producer, strategist, director, web 2.0 ‘generator’•Interactive and Broadband TV - BBC 8 years•Personalisation / standards - TV-Anytime, MPEG•Advanced Media - LAMP

Service provider, content producer, strategist, director, web 2.0 ‘generator’•Interactive and Broadband TV - BBC 8 years•Personalisation / standards - TV-Anytime, MPEG•Advanced Media - LAMP•Virtual World Creator

Gary recent created ‘social’ environments

ABC Island Deakin Arts Island Thursday’s Fictions

BigPond Telstra Fortune 100s AFTRS/Cog/Others

WHAT WE ARE HERE TO DO?PERSPECTIVES ON THE

SHARING, CO-CREATIVE WEB

Happiness comes from Agency

1) Satisfying work

1) Satisfying work2) Experience of being good at something

1) Satisfying work2) Experience of being good at something3) Time spent with people we like

1) Satisfying work2) Experience of being good at something3) Time spent with people we like4) The chance to be part of something bigger than ourselves

Games, social networks and particularly customisable games gives you the above better than anything else. Jane McGonigal

Community Created Content (CCC)

Community Created Content (CCC)84 percent of Australian and 88 percent of New Zealand internet users use Web 2.01 for sharing content such as photos, links and video

Community Consumed Media

Community Consumed Media83% in Australia and 88% in New Zealand

Community Consumed Video

Community Consumed VideoAround 78 percent of Australians and 76 percent of New Zealanders download and stream audio and video content.

CONSUMER GENERATED MEDIA: EVOLUTION OR REVOLUTION? Nielsen 26 February 2008

THE BIGGEST TRANSITION IN

THE BIGGEST TRANSITION IN MEDIA SINCE MEDIA BEGAN

THE BIGGEST TRANSITION IN MEDIA SINCE MEDIA BEGANScheduled local >> Global On-Demand

Scarcity of distribution >> Democratisation

Scarcity of distribution >> DemocratisationLinear >> Compelling Cross-Media

Hardly connected >> Immersed Social Networks

“The 2.5 billion mobile phones around the world can potentially reach a much bigger audience than the planet's billion or so personal computers. Better yet, most people carry their mobile with them everywhere—something that cannot be said of television or computers.” Economist 2007

WORLD OF WORDS OF WEB 2.0

There are currently about 125M blogs. 275,000 new blogs are being created everyday

In Asia, 3,733,783,474 people are online. This is 56.5% of the world population but most of the control of Web 2.0 actually originates from the United States, 334,659,631 people go on the internet - roughly 5.1% of the entire population.

Web 2.0 is the marketplace and playground for SEO practices.

Viral, word-of-mouth and guerilla marketing.

Roughly 10 percent of the world’s population - that is 627 million people, have shopped online at least once (2005)

Funny, sexy, or pyrotechnic on YouTube for example you’re bound to get at least a thousand hits.

Digging an item on DIGG.com puts it out there for other to find.

Social networks - 100m MySpace, 75m Facebook and 100m’s more

Being Open and Interoperable

•2006 - Internet surfing more popular than TV channel hopping. Google, UK

•2006 - Internet surfing more popular than TV channel hopping. Google, UK •Video content on the open internet is vastly outstripping any prior platform for video distribution.

•2006 - Internet surfing more popular than TV channel hopping. Google, UK •Video content on the open internet is vastly outstripping any prior platform for video distribution.•Jan 08 - YouTube 'more popular than TV' - YouTube's US share of internet visits leapt to 0.73% during January 2008 now bigger than all US TV network websites combined. Hitwise

•2006 - Internet surfing more popular than TV channel hopping. Google, UK •Video content on the open internet is vastly outstripping any prior platform for video distribution.•Jan 08 - YouTube 'more popular than TV' - YouTube's US share of internet visits leapt to 0.73% during January 2008 now bigger than all US TV network websites combined. Hitwise•9th Jan 08 - Internet Television And The Need For Open Standards: Open Internet Television - Internet TV - Windows Media Centre, Apple TV and other IPTV DOA

The Social Interface

MEDIA NETWORKS

JUNE 2000 - 405 the movie launched

10/4/2000 - USAToday, in this weekend's Life section, has dubbed 405 as the most viewed internet movie in history.

6/11/2000 - 405themovie.com has received 17,000 visitors. This is 100,000 page view hits and 500,000 hits - counting pages, images and downloads. The movie itself has been downloaded 12,000 times. Thanks and keep spreading the word.

3/11/2000 - 405 has swept all of the Ifilm Movie Awards for which it was nominated. The awards won were Best Picture, Best Director-Live Action, and Best Film Under 3-Minutes. Thanks to all of you in the on-line community who voted.

2/22/2001 Bruce and Jeremy participated in a panel discussion, 405 The Movie, A Case Study, at the South by Southwest Film Festival this weekend. This Austin Texas film and music festival is fast becoming one of the premiere annual events on the festival circuit. 2/15/2001 - HBO and the US Comedy Arts Festival have nominated 405 for Best Live Action Comedy. The nomination is in the Best of the Web category. The festival is held in Aspen, Colorado.

8/10/2001 - 405 has surpassed the six million views in one year

What sort of computers did you use?Dual Celeron 300 mhz dual processors (overclocked to 450 mhz), 384 MB ram, 24 gig storage, DPS PerceptionPentium II 450 mhz processor, 512 MB of ram, 4 gig storagePentium III 500 mhz processor, 256 MB of ram, 24 gig storage, DPS Perception How long did this movie take to make?The entire production took about 3 1/2 months. We shot all the footage on a weekend and did an hour of pick-ups a few weeks later. All of the post production and visual effects were done after working at our day jobs in the late night hours and on weekends.

What kind of training do you have? Did you have to go to school to learn this?We are both self taught in the realm of visual effects. Bruce has spent the last 5 years in the industry and Jeremy the last 3. Jeremy has a degree in film production from California State University of Long Beach and Bruce studied Industrial Design at the University of Kansas.

TRIGGER STREET ANATOMY

Trigger Street Productions is an entertainment production company formed by Kevin Spacey in 1997. Its credits include Beyond the Sea, The United States of Leland and The Big Kahuna on screen, as well as stage productions of The Iceman Cometh and Cobb.

TriggerStreet.com, originally the URL for the company's online presence, was in 2002 relaunched as an online community for unrepresented screenwriters and short film directors (sponsored by Budweiser) and proved immensely popular in its first few years, with hundred of thousands of online users uploading their work, reviewing work by their peers and participating in online competitions and short film festivals. TriggerStreet.com was developed and launched by Spacey's business partner Dana Brunetti.

The name "Trigger Street" is a reference to an actual street in Spacey's boyhood home of Chatsworth, where Roy Rogers and Dale Evans (and Roy's horse Trigger) had their ranch. Spacey and his childhood friends dreamed of opening a neighborhood theater where they could stage their own "Trigger Street" productions.

Trigger Street Productions is an entertainment production company formed by Kevin Spacey in 1997. Its credits include Beyond the Sea, The United States of Leland and The Big Kahuna on screen, as well as stage productions of The Iceman Cometh and Cobb.

TriggerStreet.com, originally the URL for the company's online presence, was in 2002 relaunched as an online community for unrepresented screenwriters and short film directors (sponsored by Budweiser) and proved immensely popular in its first few years, with hundred of thousands of online users uploading their work, reviewing work by their peers and participating in online competitions and short film festivals. TriggerStreet.com was developed and launched by Spacey's business partner Dana Brunetti.

The name "Trigger Street" is a reference to an actual street in Spacey's boyhood home of Chatsworth, where Roy Rogers and Dale Evans (and Roy's horse Trigger) had their ranch. Spacey and his childhood friends dreamed of opening a neighborhood theater where they could stage their own "Trigger Street" productions.

3D SOCIAL NETWORK

there.com 0.8m

Habbo Hotel 8m

Kaneva

Second Life 1.2m

Stardoll 12m Nicktropolis 5.5m

Webkinz 3.8m

SimsOnline

Club Penguin 4m

NeoPets 30m

Mattel Barbie 2.75m (2mts)

A few commercial Social Virtual Worlds

SVWs inside gameplay environs - Runescape - 5.5m, World of Warcraft 9.2m, Gaia Online 3.5m, Disney VMK 1.8m etc etc

Sony Home PS3

Second Life Latest

Second Life LatestOverall, 516,134 users spent an average of 56.12 hours each in Second Life during April 2008

Total signups increased by 368,006 (2.81%) in April, and 408,499 (3.22%) in March

83.79% of the population is 25 years and older, and the older users

83.79% of the population is 25 years and older, and the older users spend far 3 times more time in Second Life than younger users with those over 44 years old continuing to be the heaviest users on average, and teens and under-25's spending the least time.

Second Life Latest

Females spent nearly twice as long online in Second Life as the boys

Overall, 516,134 users spent an average of 56.12 hours each in Second Life during April 2008

Second Life Latest

* 45 and older: 70.17 hours per user

Second Life Latest

* 45 and older: 70.17 hours per user * 35-44: 66.06 hours per user

Second Life Latest

* 45 and older: 70.17 hours per user * 35-44: 66.06 hours per user * 25-34: 55.55 hours per user

Second Life Latest

* 45 and older: 70.17 hours per user * 35-44: 66.06 hours per user * 25-34: 55.55 hours per user * 18-24: 37.84 hours per user

Second Life Latest

* 45 and older: 70.17 hours per user * 35-44: 66.06 hours per user * 25-34: 55.55 hours per user * 18-24: 37.84 hours per user * Teen grid: 24.67 hours per user

Second Life Latest

* Uganda: avg 89.4 hrs per user

Second Life Latest

* Uganda: avg 89.4 hrs per user* Russia: avg 79.24 hrs per user

Second Life Latest

* Uganda: avg 89.4 hrs per user* Russia: avg 79.24 hrs per user* Bahamas: avg 78.09 hrs per user

Second Life Latest

April's Lindex activity was US$8,653,125 in April 08

Second Life Latest

April's Lindex activity was US$8,653,125 in April 08

55 percent watch far less television since becoming active in Virtual Worlds

Stickiness of Social Virtual Worlds: simply more and more people spending more and more time

Second Life (creation around 30% of time) active monthly participants around 900 000 are in-world between 42 to 58 hours per month.

Compare with (source MediaGuardian):

Compare with (source MediaGuardian): - Facebook’s 75 million users on for just 4 hours per month.

Compare with (source MediaGuardian): - Facebook’s 75 million users on for just 4 hours per month.- 132 million Americans watching YouTube but they just watch 5 minutes per day, or 2.5 hours per month.

Compare with (source MediaGuardian): - Facebook’s 75 million users on for just 4 hours per month.- 132 million Americans watching YouTube but they just watch 5 minutes per day, or 2.5 hours per month.- TV watching is irrelevant to generation c and already in the UK for all generations, more time is spent online than in front of TV

“Second Life has the highest rates of loyalty and 'stickiness' of any social network with active inhabitants (900k) 50 hours per month”

Be A Part of the Conversation, Community and Co-CreateItʼs not about artificial interactivity its one-to-one relationships

The Asian Influence

Asia is around 50 % of market The Asian Influence

Asia is around 50 % of market

Perfect World, China – Item sales only. IPO in China and Taiwan and US – 3 years old worth 1.5 billion

The Asian Influence

Fantasy Westward Journey, China. Claim 12 mill, 6 mill active, very active – has 1 million simultaneous every day!

The Asian Influence

CYWORLD IN SOUTH KOREA

The Asian Influence

CYWORLD IN SOUTH KOREA22 million subscribers - 43% of TOTAL population

The Asian Influence

CYWORLD IN SOUTH KOREA22 million subscribers - 43% of TOTAL population96% of 20-29 year olds use Cyworld regularly

The Asian Influence

CYWORLD IN SOUTH KOREA22 million subscribers - 43% of TOTAL population96% of 20-29 year olds use Cyworld regularly20 billion monthly page views and 22 mill monthly unique visitors

The Asian Influence

CYWORLD IN SOUTH KOREA22 million subscribers - 43% of TOTAL population96% of 20-29 year olds use Cyworld regularly20 billion monthly page views and 22 mill monthly unique visitors$300 000 in sales of digital items daily

The Asian Influence

CYWORLD IN SOUTH KOREA22 million subscribers - 43% of TOTAL population96% of 20-29 year olds use Cyworld regularly20 billion monthly page views and 22 mill monthly unique visitors$300 000 in sales of digital items daily100 000 video uploads daily

The Asian Influence

CYWORLD IN SOUTH KOREA22 million subscribers - 43% of TOTAL population96% of 20-29 year olds use Cyworld regularly20 billion monthly page views and 22 mill monthly unique visitors$300 000 in sales of digital items daily100 000 video uploads daily210 million songs sold, currently 6 mill per month

The Asian Influence

Mirror World

Metaplace

TwinityMultiverse

Open CroquetVastpark Openlife

HiPiHi

Tools for inhabitants “roll your own” Social Virtual Worlds

There and Second Life options

THE REAL WORLD, VIRTUAL WORLD MASH-UP - TOURISM

THE REAL WORLD, VIRTUAL WORLD MASH-UP - NATIONAL IDENTITY

nakama

THE REAL WORLD, VIRTUAL WORLD MASH-UP - BUSINESS / PRESENTATION

Cross Reality TV

The Cross Reality Perfect Storm

1 Games of TV/Film‘foundations set

& learning”

2 Virtual Worlds (customisable)‘exponential growth

and external integration’

& learning”

3 Audience Behaviour‘real time, simultaneous

bband web & TV”

& learning”

3 Audience Behaviour‘real time, simultaneous

bband web & TV”

4 TV & Film‘live reality TV becoming

game-like & fantasy’

& learning”

Inhabited TV”Inhabited TV involves the public deployment of collaborative virtual environments (CVEs) so that on-

line audiences can participate in TV shows within shared virtual worlds.” BBC R&D 1996

The experiment ran in parallel to the BBC television series The Net. After each TV program, its viewers were invited to become inhabitants in a virtual world whose design mirrored its theme and where they could engage in various events such as debates between performers (e.g., between the author Douglas Adams and BT’s Peter Cochrane) and playing with interactive objects (e.g., a bouncy castle). Over 2300 people registered to become inhabitants of The Mirror.

SOCIAL NETWORK COMMISSIONING

CHALLENGE

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