bournemouth 10/13
DESCRIPTION
slides for talk to students at bournemouth uni - 2/10/13TRANSCRIPT
THE FUTURE OF WORKING...
...IN DIGITAL MEDIA**a personal view
1994 - 19981994 - 1998
NOHO DIGITALNOHO DIGITAL MINDGYMMINDGYM MSN PRIVATE EYEMSN PRIVATE EYE EQ [XMASPRESENT]EQ [XMASPRESENT]
1998 – 20031998 – 2003
XPT XPT ONLINE CAROLINEONLINE CAROLINE MOUNT KRISTOS MOUNT KRISTOS PLANET JEMMA PLANET JEMMA [OLC2][OLC2]
2003 – 20052003 – 2005
trAcetrAce OLDTON:OLDTON: [THE NUUK] STORYSPINNER[THE NUUK] STORYSPINNER
WEB, PRINT, RADIOWEB, PRINT, RADIO [HULDER][HULDER] MOBILE SPOOKSMOBILE SPOOKS
2005 – 20072005 – 2007
[LOST GENERATION[LOST GENERATION BBC CASTAWAY: BBC CASTAWAY: [GOLFONTHEMOON] C4 CYBERSKIVING[GOLFONTHEMOON] C4 CYBERSKIVING
& C4 MEMO]& C4 MEMO] REMOTE CONTROLREMOTE CONTROL
2007-20082007-2008
R4 TODAYR4 TODAY TELECTROSCOPETELECTROSCOPE [BBC/KINDLE DEVELOPMENT][BBC/KINDLE DEVELOPMENT]
2008 – 20102008 – 2010
CBBC & R4 SWYWTHCBBC & R4 SWYWTH KIDMAPPED!KIDMAPPED! #SUCHTWEET #SUCHTWEET CBBCNEWSROUNDCBBCNEWSROUND [4iP][4iP]
2011 – 20132011 – 2013
[THEHAUNTER][THEHAUNTER] R3 PROMS MUSICWALKR3 PROMS MUSICWALK RSC#DREAM40 SCIENCEMUSEUM [COMPOTETREE] RSC#DREAM40 SCIENCEMUSEUM [COMPOTETREE]
TIM WRIGHT – 19 YEARS - KEY PROJECTSAGENCY – PAID-FOR CONTENT – CD-ROM – WEB 1.0 NETSCAPE
DOTCOM STARTUP – DIALUP CONTENT – WEB 1.0 – BROADBAND GOOGLE
FREELANCE DIGITAL WRITER – UGC - BLOGS – WAP – WEB 2.0 FACEBOOK
CROSSPLATFORM BROADCAST – DIGITAL TV + WEB + MOBILE - YOUTUBE
DIGITAL RADIO – NEWS - SOCIAL MEDIA – TWITTER + FACEBOOK TWITTER
TRANSMEDIA WRITER – SMARTPHONES – TABLETS - GEOLOCATION IPHONE MAKERBOT
LIVE PERFORMANCE – INTERNET OF THINGS - DATA-DRIVEN STORYT IPAD KICKSTARTER
EXPECT THE DIGITAL MEDIA
LANDSCAPE TO CHANGE
EVERY 2-3 YEARS
“THE ILLITERATE OF THE 21ST CENTURY WILL NOT BE THOSE WHO CANNOT READ AND WRITE, BUT THOSE WHO CANNOT LEARN, UNLEARN, AND RELEARN. ” – Alvin Toffler
Original interactive content
Broadcast properties & projects
Writing: TV, web, brands & radio
Creative r & d
teaching training
VIDEO (TELEVISION) EVERYWHERE
EPISODES, CHANNELS, REMIXES
‘BRANDED’ CONTENT
‘EMBEDDED’ CONTENT
SOCIAL NETWORKING
ONLINE PERSONAS:COMMUNICATION & DIALOGUE
• Lonelygirl15• Kate Modern• Sophia’s DiarySophia’s Diary• Anna’s PhoneAnna’s Phone
RIDDLES, PUZZLES & CASUAL GAMES
OFFLINE ACTIVITY & ARGs
BLOG CULTURE
PLAYFULNESSPLAYFULNESS
DEAR TIM,
DO YOU REMEMBER THE ALLOTMENTS?
I CAN'T PLACE THEM ANYWHERE BUT
OUR UNCLES AND OUR GRANDADS HAD
THEIR SHEDS THERE, WHERE OLD
PICNIC CHAIRS TOOK ON THE AIRS OF THRONES AND DENTED THERMOS
FLASKS GAVE OFF A SCENT OF SUGARED MILK.
WE ATE PEAS THERE, FROM THE POD.
“THIS PARK BENCH LOOKS REMARKABLY LIKE THE ONE IN YOUR FIRST OLDTON PICTURE. I USED TO HANG OUT ON IT WHEN I WAS A BORED TEENAGER WITH NOTHIN BETTER TO DO THAN DRINK CIDER, SMOKE MENTHOLS AND SNOG THE LOCAL BOYS (THERE WAS A BOY CALLED TIM BTW WHO I REALLY FANCIED)”
“OLD MISS SEEWOOD, OVER 150 YEARS OLD AND LIVED BY THE RIVER. SHE CAUGHT ME THROWING STICKS AT HER HORSE CHESTNUT TREE AND INVITED ME IN TO HER COTTAGE. THINKING SHE WAS A WITCH I AGREED.”
IS THIS MY DAD HARD AT WORK IN THE BRUSH FACTORY AS A LAD, MAYBE?
USER GENERATED CONTENT
CRAFTS, DIY & MAKABLES
MOBILITY. PROXIMITY.
WIRELESS ACCESS MOBILE VIDEO LOCATED MEDIA
ON THE MOVE
IN YOUR POCKETUP YOUR STREET
YOU CAN’T DO IT ALL.VIDEO PRODUCTION & EDITINGSOUND & MUSIC PRODUCTION
SCRIPTWRITING & EDITINGINTERACTIVE COPYWRITING
2D/3D DESIGN (HTML/GRAPHICS/INTERFACE/BRANDING)
FLASH ANIMATIONINTERACTION & GAMES DESIGN
MOBILE DEVELOPMENTHTML PROGRAMMING
SERVER PROGRAMMINGMIDDLEWARE PROGRAMMING
TECHNICAL TESTINGUSER TESTING
HOSTING SERVICESSMS SERVICES
COMMUNITY MANAGEMENT & MODERATION
SALES & MARKETINGPACKAGING & DISTRIBUTION
FINANCIAL & LEGAL MANAGEMENTPROJECT MANAGEMENT
Project SummaryKey Features
PlatformTarget Market
Visual TreatmentBasic Walkthrough2 x User Scenarios
Sample Script
Cost Summary + Detailed BudgetProject Value/Revenue Opportunities
RightsPast Projects
Production Partners
Resource/Asset ListFunctional SpecTechnical Spec
Software
Web Pitch/Canned Demo
THERE’S A LOT OF DOCUMENTATIONthere will be *many* meetings
TECHNICAL & FUNCTIONAL DETAILis important
– Tech spec: software, hardware to be used.
– Research on existing tools, programmes and technologies
– What is possible now, and in the near future?
– How to manage, organize, to draw /write down the design
– Understanding the flow of the process
– Existing assets & rights
– Project planning, management & structure
BE STRATEGIC WITH YOUR TIME.
[DIGITAL MEDIA SKILLS ARE BEST DEVELOPED BY DOING]
USER GENERATED CONTENT
SHARED STORYWORLD
SHARED ASSETS
A BOOK (OF LEFT-HAND PAGES)
A RADIO PLAY
There may be more than one output
on more than one platform for more than one audience.
DEAR TIM,
DO YOU REMEMBER THE ALLOTMENTS?
I CAN'T PLACE THEM ANYWHERE BUT
OUR UNCLES AND OUR GRANDADS HAD
THEIR SHEDS THERE, WHERE OLD
PICNIC CHAIRS TOOK ON THE AIRS OF THRONES AND DENTED THERMOS
FLASKS GAVE OFF A SCENT OF SUGARED MILK.
WE ATE PEAS THERE, FROM THE POD.
Audiences can make a MESS. What’s the cost of tidying it up and making it meaningful?
“THIS PARK BENCH LOOKS REMARKABLY LIKE THE ONE IN YOUR FIRST OLDTON PICTURE. I USED TO HANG OUT ON IT WHEN I WAS A BORED TEENAGER WITH NOTHIN BETTER TO DO THAN DRINK CIDER, SMOKE MENTHOLS AND SNOG THE LOCAL BOYS (THERE WAS A BOY CALLED TIM BTW WHO I REALLY FANCIED)”
“OLD MISS SEEWOOD, OVER 150 YEARS OLD AND LIVED BY THE RIVER. SHE CAUGHT ME THROWING STICKS AT HER HORSE CHESTNUT TREE AND INVITED ME IN TO HER COTTAGE. THINKING SHE WAS A WITCH I AGREED.”
IS THIS MY DAD HARD AT WORK IN THE BRUSH FACTORY AS A LAD, MAYBE?
User generated content projects take time to find their shape. How much time have you got?
You set the format. You set the tone.
Sometimes audiences will trade their content
for ATTENTION rather than MONEY
80% VIEWERS
16% LURKERS
4% PLAYERS
YOU *CAN* DO THIS ON YOUR OWNdevelop an audience and/or a market *before* you pitch
The Author
Hardwareiphone, Flip, VAIO...
Software: Dreamweaver, PhotoShop, Flash…
Services: Google, Typepad, Paypal, YouTube, Facebook, Twitter...
The Audience!
37 of 12
#BBCR4TODAY
ALWAYS TRY TO
SAY YESto working in a big company[for a while]
Open standards can give you
REACH
For big companies, letting audience see into their internal processes & culture is
TRICKY but POWERFUL
Content management systems have to work for EVERYONE
big companies often ignore user experience
& focus on editorial ‘system’ efficiency
Audiences love audio
KIDMAPPED!
A NEW KIND OF AUDIENCE CONTRIBUTION: CODE & APPS
BLAKE & BOOKLETEERING
LITERATURE & LANDSCAPE
ANTIQUE PLAYERS& RECORDERS
#TRANSMEDIACOMPOTE
USE YOUR AUDIENCE
KNOW YOUR AUDIENCE
RECRUITMENT
SEARCH
PARTICIPATION
CO-CREATION
CO-OWNERSHIP
ATTENTION
TRACKINGPERSONALISATION
UTILITY
CBBC Newsround
0
20,000
40,000
60,000
80,000
100,000
120,000
01/05 08/05 15/05 22/05 29/05
0.0
2.0
4.0
6.0
8.0
10.0
J F M AM J J A SO N D J F MAM
UK
Int
Time on site(average mins per user per week)
Source: Sage e-metrics20092008
Source: Sage e-metrics
UK Referral data – top 10s
Daily Unique Users (UK) May
Weekly Unique Users (000s)
050
100150200250300350400
30-M
ar27
-Apr
25-M
ay22
-Jun
20-J
ul17
-Aug
14-S
ep12
-Oct
09-N
ov07
-Dec
04-J
an01
-Feb
01-M
ar29
-Mar
26-A
pr24
-May
UKInternational
May 2009 Average Weekly Unique Users Average Weekly Page Views Monthly Page Views UK:
241,548 1,442,0906,324,296
International: 122,709 554,5082,417,815
Top Referring URLs
Rank UK URL Referrals
1news.bbc.co.uk/cbbcnews/default.stm 300002
2news.bbc.co.uk/cbbcnews/hi/games/default.stm 279574
3 news.bbc.co.uk/ 225353
4 search.bbc.co.uk/search 164175
5news.bbc.co.uk/cbbcnews/hi/uk/default.stm 118792
6 news.bbc.co.uk/cbbcnews/ 117487
7news.bbc.co.uk/cbbcnews/hi/world/default.stm 112962
8news.bbc.co.uk/cbbcnews/hi/showbiz/default.stm 100106
9news.bbc.co.uk/cbbcnews/hi/animals/default.stm 91585
10news.bbc.co.uk/cbbcnews/hi/pictures/default.stm 90393
External URLs
Rank UK URL Referrals
1 www.tesco.net 41351
2 www.stumbleupon.com 6586
3 www.facebook.com 4723
4 fronter.com 2675
5 news.google.co.uk 2456
6 www.w3accessibility.com 2026
7 search.virginmedia.com 1555
8 en.wikipedia.org 1548
9 toolbar.google.com 1284
10 search.hp.my.aol.co.uk 1240
Search Engines
Rank Search Engine Searches
1 Google 454717
2 Google-Images 167793
3 BBC 164632
4 Yahoo 16605
5 Microsoft Live Search 12703
6 MSN 9410
7 AOL UK 4992
8 MSN-UK 4852
9 Ask UK 4365
10 Google-News United Kingdom 3981
Search Terms
Rank Google Key Word Searches
1 newsround 100352
2 cbbc 27685
3 cbbc+newsround 23818
4 No Keyword 15959
5 bbc+newsround 8292
6 cbbc+games 6911
7 animal+testing 4166
8 cbbc+news 3413
9 news+round 2788
10 newsround+games 2581
WARNING: NOT EVERYONE WANTS TO BE INTERACTIVE
80% VIEWERS
16% LURKERS
4% PLAYERS
WARNING: THE SOFTWARE ENVIRONMENTS & ONLINE
SERVICES YOU NOW USE FOR ‘FUN’ ARE BECOMING PROFESSIONALISED
MEDIA (aka SELLING) SPACES
“IF YOU DON'T HAVE A
STRATEGY, YOU'RE PART OF
SOMEONE ELSE'S STRATEGY.”
– Alvin Toffler
TV & FilmRadio
GamesSportMusicWeb Tech
ISPsArts, Theatre & Opera
Advertising & MarketingRetail
EducationLocal Government
Museums, Galleries & HeritageHealth & Wellbeing
Public OrderUrban Planning
Industrial DesignProduct Development
AutomotiveTravel & Tourism
Energy & Home ManagementCharities & NGOs
CONSIDER OTHER INDUSTRIES
Overseas Partners (BRIC)
Localisation & Languages
Multipurpose Productions
NGOs
In-Flight & Itinerant Applications
International Apps & Mobile Services
Licensing: Tools, Engines, Formats
Consultancy
Project Management
LOOK BEYOND THE UK
THINK MANY SCREENS
THINK NO SCREEN AT ALL
THE QUANTIFIED SELF
• Velocity – Distance – Steps – Calories
• Heart Rate – Sweat - Blood Sugar
• Tension/Pressure
• Mood – Happiness – Smile
• Sleep Patterns – Brain Waves
• Proximity – Relative Happiness - Environment
• Gender – Ethnicity – Class
• The Book: information/communication
• Virtual/Augmented Reality
• Printing/Replication/Facsimile
REALITY?
THE INTELLIGENT HOME
Electric, Gas, Fridge, Doors, Windows, Movement
Car – Fuel, Distance, Location Media, Seat Adjustment
Pets, Bots & Robots
THE INTELLIGENT FRIDGE
FRIDGE AS STORYTELLER
THE PHYSICAL WORLD
• The Vegetable World: Trees & Plants• Edible media/Implants/the Chemical Web• Extreme (and extra-terrestial) environments
How is DIY media enabling new kinds of communities, relationships and
>> activities?
local individuals, communities, trades, hobby groups, stakeholders
walks, workshops & conversation
DIY TV
THE FUTURE?
THE FUTURE?
THE FUTURE?
THE FUTURE?
THE FUTURE?
THE FUTURE?
