Future Of Social Media Entertainment 1224925434753831 8

Gary Hayes, Director LAMP@AFTRS & Head ofVirtual Worlds,TPF
lamp.edu.au - gary@personalizemedia.com - www.personalizemedia.com - www.theprojectfactory.com
the future of social media entertainment - spaa fringe 2008
the future of
social media entertainent

my talk
what is sme
audience’s doin it for themselves
involve, create, discuss, promote, measure
futures
slideshare.net/hayesg31

Service provider, content producer, strategist, director, web 2.0 ‘generator’
•Music Producer, Lecturer, Filmmaker, editor BBC
•Interactive Online and Broadband TV - BBC 8 years
•Personalisation / standards - TV-Anytime, MPEG
•Advanced Media - LAMP
•Virtual World Creator
•7th Top Blog Media and Marketing Australia (230th worldwide)
My perspective

WHY & WHAT IS
SOCIAL MEDIA
ENTERTAINMENT

BROADCAST
to
WIRED

Internet 13.7 hours per week vs. 13.3 hours TV
Cross-media activity up: 58% of Australian internet users said they watch TV while online.
“...for the ﬁrst time ever this was not accompanied by an increase for TV consumption - a
possible early warning sign that we are approaching the feared media saturation point.”
Nielsen Onlineʼs 10th Australian Internet and Technology Report.
http://www.marketingcharts.com/television/internet-surpasses-tv-in-australia-mobile-approaches-saturation-point-3976/nielsen-australia-media-consumption-internet-vs-tv-2005-2007jpg/
tipping point...

IBM survey of 2,400 households in the US, UK, Germany, Japan & Australia
19% spending six hours or more per day on PERSONAL Internet usage
66% viewing 1-4 hours of TV per day, versus 60% who reported the same
levels of personal Internet usage.
The most popular video destinations are user-generated-content sites:
YouTube-like sites are the destination of choice for 39% of respondents.
Where are the eyeballs?
big issue for
advertising and on
going funding

signiﬁcant
increase in social
virtual worlds

TEDTalks : The Web and TV, a sibling rivalry - Peter Hirshberg (2007)
75% of internet users in USA watch online video - averaging 235 mins a month
Americans viewed more than 11.4 billion videos for a total duration of 558 million hours
during the month.
July 2008 data from the comScore Video Metrix service
youth TV is
becoming irrelevant

WHAT MEDIA METAMORPHOSIS IS TAKING PLACE?
Biggest Decline in
Print Advertising in
58 years
The Newspaper Association of
America have released 2007 ﬁgures a
week ago showing ad revenues fell by
9.4% to $42 billion compared to 2006.
This is the biggest fall since 1950
when they started to track advertising
in print.
On the plus side for “word smiths”
online ad revenue grew 18.8% to $3.2
billion in the same period - but online
is still a small proportion of print & TV,
at the moment but growing
exponentially.
more traditional
media decline

WHAT MEDIA METAMORPHOSIS IS TAKING PLACE?
growth in
social casual and
mmorpgs

other surveys
show saturation
and web stealing
TV time

Professionals view of media on the web?
“Most of the
social, sharing
web is utter
rubbish” “The internet
and social media is
clunky, it doesnʼt
work”
“People just dip
in and out – donʼt
really engage”
“No one makes
any money out of
the social web”
“None of the
content on there is
culturally relevant”
“Advertisers
donʼt really take
the web very
seriously”
“The web is about
information and
games not emotion”
“TV and Film will be
dominant as long as the
image quality increases”
“Most
professionals keep
clear of games and
the web”
“Broadcast and
Cinema distribution scarcity
makes sure the best content
surfaces to the top”
who does not
hold at least on of
these views?

YouTube won’t be the only game in town
BBC iPlayer TV peaking at 900,000 per day. Why?
1 technology barriers were removed. One click
consumers were into audio or video.
2 Half the BBC's linear programming is online, with
aims to make it all available
3 truly multi-platform. IPlayer is available on the
iPod Touch, iPhone and Nintendo Wii.
broadcasters
do have a part to
play in on demand
video

DO WE HAVE TIME FOR EXCUSES?
•“I donʼt have the time (is money) to
talk or collaborate with the audience”
•“It is hard enough making the ﬁlm
never mind all this, extra, less
meaningful stuff”
•“I want to tell MY story in MY way not
theirs”
•“I know what the audience wants
better than themselves – I know
whatʼs good for them”
make
sure your
attitude is not
alienating you from
your community
of interest

AUDIENCES ARE
DOIN IT FOR
THEMSELVES

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
•83% in Australia and 88% in New Zealand
Community Consumed Video
•Around 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
remote
countries like to
push content into
the cloud

services
and tools
audiences are using to
become participants &
some example
‘produced’ sme

6 months of YouTube
= 60 years of TV from
top 3 networks!
Around 200,000
three-minute videos
added per day
equivalent of 385
always-on TV
channels.
Kansas State University professor Michael
Wesch
how to be
heard above the
noise - a lot of it

audiences
become TV
channels...

broadcast live
from mobile

even
community created
games on PS3

MACHINIMA
this
epitomizes the
new social media
paradigm

Age of Conan
Antics
Armed Assault
Battleﬁeld
Call of Duty 4
City of Heroes
Crackdown
Crysis
Doom 3
Everquest
Far Cry
FEAR
Gears of War
Movie Storm
Never Winter Nights
Runescape
Quake
Second Life
Spore
Star Wars Galaxies
Super Smash Bros
The Movies
The Sims
Total War
Unreal
Warhammer
World of Warcraft
Heavenly Sword
Grand Theft Auto
Guild Wars
Half-Life
Halo
Heavy Metal
Iron Man
iClone
Jumper
Lithtech
Max Payne
Medal of Honour
Metal Gear
MACHINIMA ENGINES
a synergy
between games
creator and avid user -
making effectively
promotional movies

8.5 millions views
and there are a lot
made - more noise - but
again more time away
from ‘your’ content

300 days!
this is possible the ﬁrst
new form created by a
producing user base

Snaky’s Journal 4 - Winner of the Blizzcon Movie Contest, 2008!
© www.stonefalconproductions.com/
the quality is
getting better and
better

sharing portals
are not limited to
generics - specialist
sharing and peer
review

Real time, international, multi-user
collaborative machinima
Filmed and edited: Gary Hayes
social
co-creation, really
consider what is
happening here- audience
of avatars, performing
avatars, camera (me) all
logged in seperately from
around the world this is
almost like outside
broadcast

51% of visitors say the reason they visit social networking
sites, communities and blogs is “to have fun.”
tools to help
users manage their
communities

TRUSTʼONOMICS - ʻSocial Currencyʼ
Itʼs not about business - this time itʼs personal
I disagree with
Chris Anderson’s
Free! theory - the new
currency is about respect
and trust. An agreed
value, not imposed -
even free is
imposed

A New Social Currency Laurel Papworth talks
about your community
decides on your value

Social
gambling, fantasy
but very sticky -
image this using
real money!

community deciding
what projects are
valuable - would this
work for your ﬁlm?

WHAT CAN WE
LEARN?

potentially
multiple cycles,
different entry
points

INVOLVE
live this stuff -
understand it or
remain outside

be a part of these
communities and grow
trust through longevity
amongst many other
things!

there.com 0.8m
Habbo Hotel 8m
Kaneva
Second Life 1.2m
Stardoll 12m Nicktropolis 5.5m
Webkinz 3.8m
World of Warcraft 11m
Club Penguin 4m
NeoPets 30m
Mattel Barbie 2.75m (2mts)
SVWs inside gameplay environs - Runescape - 5.5m, World of Warcraft 10m, Gaia Online 3.5m
Sony Home PS3
A World of Social Virtual Worlds
put the effort
in to get under the
surface of these
new worlds

one of many
social virtual
spaces

video of many
others

CREATE
creating
content culturally
(online culture)
relevant

WHY DO YOU DO WHAT YOU DO?
to tell ‘my’ story
vanity
production
to entertain
an audience
to make
money
to create
something
new
to tell the world
about Australia
to be
different
to give people
great experiences
to change
society
to be
happy
to create
community
to survive
this is how the
audience think
too

beyond mono
media distribution
consider many
new forms

http://www.marketingcharts.com/television/internet-surpasses-tv-in-australia-mobile-approaches-saturation-point-3976/nielsen-australia-media-consumption-internet-vs-tv-2005-2007jpg/
Role of media producers to create compelling immersive
entertainment experiences for global audiences
Producer as aggregator of content/curator - creating the
conditions to activate audiences
Democratisation of the media
Experience Design

examples of
professionally
managed sme

take control of
actors on the
street

TV shot within
virtual worlds

SuperStruct
5500 players in 2 weeksCollaborative
future imagineering
devised by Jane
McGonigal

a collaborative simulation
of a global oil shortage
32 days, 60 000 visitors
1800 players 12 countries
the best way to changethe
future is to play with it
ﬁrst - CNET
apr 2007
Collaborative
future imagineering
devised by Jane
McGonigal

Australian
company Hoodlum
leading the way in
SME

Laboratory for Advanced Media Production
Developing links with industry partners
Incubating innovative digital cross platform projects -
mobile, broadband PC/TV, IPTV, PVR, MUVEs and beyond
Testbed deployment partners
Development partners including state agencies
International partnerships - AFI (US), European labs,
BBC Innovation

Many LAMP projects
audience centric SME

Scorched
Scorched
learning from
designing basic SME
prior to TV tx

Selection of other
LAMP SME

Master RaindropPortable Ghosts
Wild ArkThursday’s Fictions
Examples from last
Laboratory of Advanced
Media Production
Residential

"Alongside it's world
renowned TV and Film
courses, AFTRS is
developing a range of
foundational and
specialised graduate
courses that will explore
games, virtual environments
and innovative new forms.
They will explore the link
between story and
participatory applications
and how interactive media
can be made more
'cinematic' and immersive.
At post graduate level it is
planning to offer a project
based course that
encourages pioneering
projects and inspires
innovation."
AFTRS devising
courses that look at
the cross over of
worlds and TV and
games and ﬁlm

TV FIGHTS BACK?

Social media TV
examples - Cult,The
LWord and Spooks

The National IQ Test
The National 2002 Test
The National Relationship Test
The National IQ Test 2003
The National Quiz
The 2003 Test
The Great British Test
The IQ Test 2004
The Popular Music Test
The 2004 Test
The Big Entertainment Test
The 20th Century Test
Know Your English Test
How to Sleep Better
One of the oldest and best
iTV formats or templates from
BBC, personalized for users but
also allowed national comparison
- facebook widget on TV?

DISCUSS
If content falls
on the web and no
one discusses it -
does it exist?

Great example of meaningful
discussion (content is queen now) -
triggerstreet.com

PROMOTE

gamejam.org.au
Promotion will work if you
are trusted by your peers. Consider
events around content vs only
content promotion

MEASURE

Measuring and
iteratively changing content
is a part of the sustainability
enabled by the web.
Monitor or be damned

FUTURES

The instantaneous
web, the immersive
web 3.0

media metamorphosis, playability, socialability
Mixed reality,
services run parallel
and merged in with
each other

media metamorphosis, playability, socialability
Merging of SVWs and TV
Mixed reality,
services run parallel
and merged in with
each other

From audience perspective
•content = king
•conversation = content (web2)
•therefore
•conversation = king
The winners are those who enable
the conversation

thank you
aftrs.edu.au/virtual
or
personalizemedia.com
slideshare.net/hayesg31

http://silkcharm.blogspot.com/2008/09/social-media-monetization-and-revenue.html
Backup slide
- Thanks to Laurel
for identifying many
revenue streams
emerging across
social media

Future Of Social Media Entertainment 1224925434753831 8

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