stories, games and origami unicorns remote engaging in our participatory world
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Kenny Lauer presented: Stories, games and origami unicorns remote engaging in our participatory world. A romp through the world of digital engagement and its effects on our world.TRANSCRIPT
George P. JohnsonLeadership Offsite2011
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Stories, Games and Origami Unicorns: remote engaging in our participatory world
Kenny Lauer
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3http://www.flickr.com/photos/headtraumamovie/870988845Tuesday, April 2, 13
4http://www.mikearauz.com/2009/03/thoughts-on-spreadable-media-parts-3.htmlTuesday, April 2, 13
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“If I tell my Facebook friends about your brand, it’s not because I like your brand,
http://www.mikearauz.com/2009/03/thoughts-on-spreadable-media-parts-3.htmlTuesday, April 2, 13
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“If I tell my Facebook friends about your brand, it’s not because I like your brand,but rather because I like my friends.
http://www.mikearauz.com/2009/03/thoughts-on-spreadable-media-parts-3.html
– Mike Arauz
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Relationships are Redefined
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Relationships are Redefined
Traditional 1:1 relationship
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Relationships are Redefined
Traditional 1:1 relationship Traditional 1:1:M relationship
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“The moment we are living through [right now]— is the largest increase in expressive capability in human history.”
– Clay Shirky, TED
ExpressiveCapability
To make known the opinions or feeling ofHaving power and ability
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Remote Engagement
© David Armano darmano.typepad.com
DefinedA Digital Experience interaction that happens either:1. outside the “4 walls” of the event OR2. within the “4-walls” but influences
or affects people outside the “4-walls”
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Remote Engagement
Understanding Remote EngagementConvergence and participatory culture(e.g., gamification, transmedia storytelling)
© David Armano darmano.typepad.com
Getting from “Me” to “Them”
Them
Me
DefinedA Digital Experience interaction that happens either:1. outside the “4 walls” of the event OR2. within the “4-walls” but influences
or affects people outside the “4-walls”
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Egypt 2.0?
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Egypt 2.0?
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Egypt 2.0?
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“I want to meet Mark Zuckerberg one day and thank him...I'm talking on behalf of Egypt. ...
This revolution started online. This revolution started on Facebook. We would post a video on Facebook that would be shared by
60,000 people on their walls within a few hours. I've always said
that if you want to liberate a society just give them the Internet.”– Wael Ghonim
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+ 16504194196
+ 390662207294
+ 97316199855
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Social Media is changing the world.
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Level 4 RipplesDistribution through individuals (email lists, etc.)
Level 3 RipplesDistribution through “closed” networks (Facebook, MySpace, etc.)
Level 2 RipplesDistribution through “open” networks (blogs, sites, feeds, widgets, etc.)
Level 1 RipplesDistribution through mainstream media outlets, digital and analog (press, influencers, etc.)
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The most important word on the Internet is not “SEARCH”.
THE MOST IMPORTANT WORD ON THE INTERNET IS “SHARE”.
– Hugh McLeod & Jyri Engstrom
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Anywhere and everywhere
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“There are more than 200 million active users [40 percent] currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook as non-mobile users.”
– Facebook official statistics (January, 2011).
Social networking now connects 62 million US adults.
– Forrester
Twitter is now attracting 190 million visitors per month and generating 65 million Tweets a day. Most users don’t Tweet at all, but rather use Twitter as a consumption media.
– Twitter COO Dick Costolo, at the Conversational Media Summit
It gets 300,000 new users a day.
– Biz stone, Chirp
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Over 6 million people are engaging Fortune 500 brands through key social media channels.
25Source: “The Social Media Habits of the Fortune 500” study, iMediaWorks, 2Q, 2009Tuesday, April 2, 13
500 Billion Impressions
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People in the US generate more than 500 billion online impressions on each other regarding products and services — more than one-fourth the number of impressions advertisers make.
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US Social Network Ad Revenues, 2009 –
27Source: eMarketer, January 2011
Billions and % Change
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US Social Network Ad Revenues, 2009 –
27Source: eMarketer, January 2011
Billions and % Change
Why are US marketers spending 55% more than last year ($3.08B) to advertise on social networking sites this year, as predicted by eMarketer?
That’s where consumers are influenced.
$1.43(20.3%)
$1.99(39.0%)
$3.08(55.0%)
$3.93(27.7%)
2009 2010 2011 2012
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Technologyis
changing our lives
Convergence cultureis a world where
every story, image, sound, idea, brand,
and relationship will play itself out
across all possible media platforms.
– Henry Jenkins
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Participatory Culture: The Prosumer
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Participatory Culture: The Prosumer
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Technical Portal vs. Phenomenon
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Dino Ignacio Bert
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Mashup and Remix
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Era Mashups
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Participatory Culture: Social Skills and Competencies
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Transmedia Storytelling: What is it?
38http://social-creature.com/page/3
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Transmedia Storytelling: What is it?• According to Henry Jenkins: A
process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes it own unique contribution to the unfolding of the story.”
• According to Kenny Lauer: Enable the audience to experience the story in a lot of different ways through a lot of different ways.
38http://social-creature.com/page/3
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Harry Pottermovies, video games and other elements
are all retellings of the books that JK Rowling wrote
= Not transmedia
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Harry Pottermovies, video games and other elements
are all retellings of the books that JK Rowling wrote
= Not transmedia
Julia Child autobiography, My Life in France
+ Julie Powell’s blog The Julie/Julia Project+ Nora Efron’s movie, Julie and Julia
= Transmedia
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Elements of Transmedia Storytelling
• Participatory. Not just watching.
• Recursive. Ties back into the core narrative(s) and builds intelligence.
• Scalable. Grows into other forms or properties to some extent.
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Linear, Control, Push
Produce WatchStory
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Non-linear, Participatory, Push/Pull
Linear, Control, Push
Produce WatchStory
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Non-linear, Participatory, Push/Pull
Linear, Control, Push
Produce WatchStory
Comic Book
Webisode Computer Game
Website
Sequel
Story
Franchise TransmediaMultiple platforms create a collection of individual experiences
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Non-linear, Participatory, Push/Pull
Linear, Control, Push
Produce WatchStory
Comic Book
Webisode Computer Game
Website
Sequel
Story
Franchise TransmediaMultiple platforms create a collection of individual experiences
Portmanteau TransmediaMultiple platforms contribute to a single experience
AudioTwitter
Video
BlogSMS
Flyer
ImageEvent
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Transmedia Storytelling
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Transmedia Storytelling
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StoryUniverse
MovieNovel
TV Series
Flash Mob
iPhone
Podcasts
DVDs
iPad/Tablet
Websites
YouTube
CDs
Webisodes
Graphic Novels
DocumentaryRadio
TheaterToys
Merchandise
Comics
Concerts
Social Games
Live Events
Blogs
Flickr
Video Games
Knit-Along
Download
History of the Storyverse/Backstory
Big Adventure/Main Story
Future of the Storyverse
Story of Minor
Character/Alt POV
Fan Assets:Video, Photos,
MP3s
User Generated Content/
Fan FictionBackstage/Making of
Myths
True Stories
Music
Jill Colick, Story2OH.com
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Platforms relationship and time in a transmedia experience
43http://www.flickr.com/photos/andresfox/5396499222/in/photostream/
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Platforms relationship and time in a transmedia experience
43http://www.flickr.com/photos/andresfox/5396499222/in/photostream/
Pre/ Past During / Present Post / Future
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Platforms relationship and time in a transmedia experience
43http://www.flickr.com/photos/andresfox/5396499222/in/photostream/
Pre/ Past During / Present Post / Future
Video game
Migratory cue
Initial platform(movie, website, book)
Fandom production
ARGComic
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Transmedia Rising-JWT
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Participatory Culture: Social Skills and Competencies
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Gamification
• Applying the basic elements that make games fun and engaging to things that typically aren't considered a game
• Fun• Rewards• Social connections
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It’s not new
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Gartner Hype Cycle
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Gartner Hype Cycle
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Peak of Inflated Expectations
Plateau of Productivity
Slope of Enlightenment
Trough of Disillusionment
Technology Trigger
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A report published in January by M2 Research, a media and entertainment research firm, estimated that spending on gamification projects will grow to as much as $2.8 billion by 2016 from $100 million this year.
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Gamification 101
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Gamification 101
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Game
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Gamification 101
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Player
ConsumesGame
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Gamification 101
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Player
Consumes
Designer
CreatesGame
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Gamification 101
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Player
Consumes
Designer
CreatesGame
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Gamification 101
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Player
Consumes
Designer
CreatesGame
Rules System FunJourney
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Gamification 101
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Player
Consumes
Designer
CreatesGame
Rules System FunPlayerJourney
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Gamification 101
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Player
Consumes
Designer
CreatesGame
Rules System FunPlayerJourney
Mechanics Dynamics AestheticsPlayerJourney
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Good games balance Skill and Challenge
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Good games balance Skill and Challenge
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Anxiety
Apathy Boredom
“Flow”
HighLowLow
High
Challenge
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Player Journey = Lifecycle + Progression
Player Journey = Lifecycle + Progression
Good games take the player on a journey towards mastery
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Gamification 101
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Mechanics Dynamics AestheticsPlayerJourney
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Gamification 101
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Way it feels to play the game • Overall experience• Emotional
engagement• Curiosity,
satisfaction, delight, trust, fun, pride, envy
Formal rules and structure of game• Game prepared• What action can
players take• Victory conditions• Rule enforcement• Time Based systems• Reward schedules• Progressive Unlocks• Pacing
Control: Game designer
How people behave due to these rules• Processes and behaviors
that arise when you actually play the game
• Rules in response to actions
• Make Progress Visible• Points, levels,
leaderboard, badges, missions
Control: Player
Mechanics Dynamics AestheticsPlayerJourney
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Gamification 101: Monopoly
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Mechanics Dynamics AestheticsPlayerJourney
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Gamification 101: Monopoly
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Mechanics Dynamics AestheticsPlayerJourney
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Gamification 101: Monopoly
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• Feeling of tension and joy in the beginning
• Gradual loss of interest for the losing players
• The joy of winning for the winner
• Everything you need to play
• Relationship between the board, the pieces, and the money
• Rules specifying how you play
Control: Game designer• At the beginning of
the game, everybody starts equal
• One player inevitably gets rich, while the other players are driven to poverty lose the game
Control: Player
Mechanics Dynamics AestheticsPlayerJourney
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Mechanics Dynamics Aesthetics
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Who am I playing with? How are we engaging?
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Mechanics Dynamics Aesthetics
Acting
Compete
Challenge
Achievers
WorldShow-offTaunt
ExpressCompare
PlayersHelp Comment
Socializers
ExplorersView
Share
Like
Interacting
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And we’re back...to Events
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• Integrate Remote Engagement as a discipline: consume/engage
• Participatory Culture: remember your attendees want to participate. Participation is not an option, it’s a requirement. How does that differ in physical and virtual? How do we create opportunities to support this culture.
• Extend outside the 4 walls. What happens online shouldn’t end online. What happens offline, shouldn’t end offline
• Take advantage of what technology has to offer
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We are all experience designers
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We are all experience designers
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‣Games are worthless
‣ Stories are worthless
‣ Events are worthless
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We are all experience designers
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‣Games are worthless
‣ Stories are worthless
‣ Events are worthless
unless people play them
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We are all experience designers
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‣Games are worthless
‣ Stories are worthless
‣ Events are worthless
unless people play themunless people listen to them
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We are all experience designers
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‣Games are worthless
‣ Stories are worthless
‣ Events are worthless
unless people play themunless people listen to them
unless people go to them
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We are all experience designers
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‣Games are worthless
‣ Stories are worthless
‣ Events are worthless
unless people play themunless people listen to them
unless people go to them
• Consumers don’t come for the game/story/event.
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They come for the experience.Kenny Lauer@kennyL
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