atl-pushpush audience engagement
TRANSCRIPT
Engage 101: Audience Building
& Distribution
Part Three: Audience Engagement
CwF + RtB = $$$
Mike Masnick, TechDirt
CwF + RtB = $$$
Mike Masnick, TechDirt
Connect with fans, give them a reason to buy, and make money.
How?
Participatory Culture
A Conversation
Twitter Stats (via Twitter)
•105,779,710 registered users•1,500% growth over the last three years•300,000 new sign-ups per day•60% of new accounts were from outside the U.S.•600 million search queries per day•A NY Times story gets tweeted every 4 seconds
Usage by Age Group
US Growth
Zoe Keating @ZoeCello 1.38 million followers on Twitter
Building Community
Friends & Fans
CrowdSourcing
Turning Community into Funders
• $10 - Unpolished Rock (but with potential) Level: A free digital download of the album, when it's released.
• $25 - Polished Rock Level: An advance copy of the CD. Weeks before the masses.
• $2,500 - Emerald Level: Mentioned as an executive producer of the album -- whoop-di-doo!
• $5,000 - Diamond Level: I will come and do a house concert for you. Invite your friends, serve some drinks, bring me out and I sing. Actually, this level is a smart choice economically. I've played many house concerts where the host has charged his guests and made his money back. I'd go for this if I were you.
• $10,000 - Weapons-Grade Plutonium Level: You get to come and sing on my CD. Don't worry if you can't sing - we can fix that on our end. Also, you can always play the cowbell.
Details from Jill’s Next Record website
TheAgeofStupid.Net
www.kickstarter.com
CrowdFunding
The old fashioned way
Participatory II.
A Viral Video Conversation
Remix Culture
Mash-Ups and Sampling – Participatory Cinema
Red Letter Media, Mr. Plinkett: The Phantom Menace Review (s)
CrowdSourcing 2:
Turning Community into Producers
Multi-Platform
Agnostic, Viral & Mobile
Sally Potter’s RageFirst Movie Premiering Day/Date at a Festival and on Mobile
Free
(Plus Fee)
Generatives
• Immediacy– Give them something now
• Personalization– To their needs
• Interpretation– With study guide, or commentary
• Authenticity– From you directly, signed by you
• Embodiment– Speaking fees
• Patronage– Support the artist; Radiohead model
• Accessibility– Make it easy to get; convenient
• Findability– Work with partners who make you
findable
From Kevin Kelly’s: Better Than Free
Cross-Platform
Cross-Media, Transmedia
Transmedia
What it is: Types/examples:Develop the story across multiple entry points Events
Multi-platform Games/ARG
Audience can become immersed in experience Interactive components
Deep audience engagement Graphic Novels
Encourages participatory audiences Online & viral content
Each element a distinctive experience Mobile
Story flows & builds rev streams Think Outside the norms - experiences
TransmediaQuick thoughts: Some Experts:Keep a mind towards audience dev. components from the beginning
Christy Dena
Think beyond marketing Stephen Dinehart (coined)
It’s not all about the film - extend the experience Jeff Gomez
Think about impact & social change Henry Jenkins
Not just games.... events, gallery shows, etc. Mike Monello
Some projects may not need to be a film John Threat
...or can become one if successful Lance Weiler
Transmedia can be simple Many more...
Olds & Scott: Occupation Dreamland
Quick SummaryIdentify Core audience & build fan base
Use social media & new tools
Engage in the conversation - make it participatory and real
Start early - and have a team
Build your Plan A
CWF + RtB
Engage audience - transmedia
Engage 101: Audience Building
& Distribution
Part Four: Pitch Session/Workshop
Fitting it Together
