crossplatform audience issues
DESCRIPTION
Some basic points about the tricky business of finding audiences for crossplatfom story-based projectsTRANSCRIPT
![Page 1: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/1.jpg)
FINDING AN AUDIENCE• Online Caroline
• Mount Kristos
• Planet Jemma
• In Search of Oldton
• Do You Believe In The Telectroscope?
• Today on Radio 4
• Kidmapped!
• SWYWTH!
![Page 2: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/2.jpg)
FINDING [TRANSMEDIA AUDIENCES]
TELECTROCOPE
![Page 3: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/3.jpg)
IN SEARCH OF OLDTONIN SEARCH OF OLDTON
![Page 4: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/4.jpg)
BBC CASTAWAYBBC CASTAWAY
![Page 5: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/5.jpg)
TODAYTODAY
![Page 6: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/6.jpg)
HOLDING ON[TRACKING & PERSONALISATION]
ONLINE CAROLINE
Caroline ep on ep retention rates
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Episode number
Re
ten
tio
n r
ate
be
twe
en
ep
s
![Page 7: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/7.jpg)
INTERACTION: your presence makes a difference
[AUDIENCE PARTICIPATION]OLDTON
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)”
![Page 8: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/8.jpg)
OLDTONDEAR 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)”
“I MET A LADY LAST YEAR WHO TOLD ME
TO WRITE YOUR NAME ON A PIECE OF
PAPER, ATTACH IT TO A BALLOON, AND
THEN LET GO.INSTEAD I MADE YOU A
ROOM, PLAYED YOU SONGS, GOT DRUNK AND
IMAGINED YOU WALKED IN AND GAVE ME
YOUR JUMPER TO WEAR.”
“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?
INTERACTION: your presence makes a MESS
[AUDIENCE PARTICIPATION]
![Page 9: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/9.jpg)
THE ACTIVE 4%
80% VIEWERS
16% LURKERS
4% PLAYERS
![Page 10: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/10.jpg)
NICHE AUDIENCE
![Page 11: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/11.jpg)
USE CASE SCENARIOS
![Page 12: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/12.jpg)
THE BIG CS
• Content : what, how, for whom
• Context : where , who, why, what
• Connectivity: connect who to who or what
• Convenience: reading newspapers, sending texts
• Customisation: individual choice
• Community: who belongs to it
• Convergence: multiple media, cross media
• Commerce: loyalty, make it sticky
![Page 13: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/13.jpg)
TRIGGER EMOTION
• Win, sell, search, find
• Meet my friends
• Play against others
• I want more
• This is funny
• Make me smart or special
• I have expectations
• Make choices on the basis of emotions
![Page 14: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/14.jpg)
FITTING INTO THE DIGITAL DAY
H & C LOCAL V HOME L1 V & S LOCAL L2 KINGS CROSS E1 TRAIN IN MOTION
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26
Shitface
H
Casey
Venetia
Seema
Dwarf
Lenny
Elayne
WATFORD STATION E2 BRANDON'S FLAT PUB MOTORWAY
27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55
Shitface
H
Casey
Venetia
Seema
Dwarf
Lenny
Elayne
![Page 15: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/15.jpg)
RULES FOR A RELATIONSHIP
• Understand what they want and feel
• Allow them to try before choose
• Let them customize the service
• Re-invent relationships
• Make movement feel natural and free
• Listen, respond, listen again
![Page 16: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/16.jpg)
USABILITY FACTORS
Intellectual
Memory
Visual
Emotional
Motor
HUMAN FACTORS IN DESIGN
![Page 17: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/17.jpg)
•Intellectual:
User can locate minimum of what s/he wants
quickly
•Memory:
Instructions; easy to use from the start, easy to
remember
•Visual:
Visually pleasant and of interest to user
•Emotional:
Corresponds with users’ needs and expectations
(structure & content)
•Motor:
Easy for user to navigate, few clicks, no ‘double’
functions
Intellectual
Memory
Visual
Emotional
Motor
USABILITY FACTORS
![Page 18: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/18.jpg)
• The 7th second
• The 7th minute
• The 7th hour
• The 7th day
• The 7th week
BEFORE-DURING-AFTER
![Page 19: CrossPlatform Audience Issues](https://reader033.vdocuments.us/reader033/viewer/2022061205/548124a6b4af9fec538b482f/html5/thumbnails/19.jpg)
• Copyright
• Payment
• Credit
• Closure
OWNERSHIP