2. Cinekids
Professional
2011
Transforming
Stories
Into
Transmedia
Experiences
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

3. Esther
Lim
• ExecuBve
Director,
Digital
Experiences
for
George
P.
Johnson
• Founder
and
Chief
Experience
Architect
for
The
Estuary,
LLC
• Architect
of
immersive
digital
experiences
using
storytelling,
game
play
and
social/
community
strategies
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

4. Focus:
ArchitecBng
Transmedia
Experiences
• Transmedia
Overview
• Framing
the
Transmedia
experience
• Improving
Transmedia
experiences
with
social
analyBcs
• Growing
the
Storyworld
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

5. Transmedia
Overview
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

6. What is Transmedia?
Graphic Credit: Unknown Source
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

7. A good working definition…for now…
“A
transmedia
story
unfolds
across
mulBple
media
plaOorms,
with
each
new
element
making
a
disBncBve
and
valuable
contribuBon
to
the
whole.
Ideally,
each
medium
makes
it
own
unique
contribuBon
to
the
unfolding
of
the
story.”
~
Henry
Jenkins
in
“Convergence
Culture”
(2006
)
Reference:
hYp://www.henryjenkins.org/2011/08
defining_transmedia_further_re.html
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

8. What
makes
them
different
from
MulBmedia
campaigns?
Mul.media
Transmedia
Narra.ve
Spectator
ParBcipant
A
message
A
story
Fixed
content
Evolving
story
RepeaBng
content
across
media
LiYle
repeBBon
between
media
Limited
depth
of
content
Deep
content
Pre-­‐planned
Real-­‐Bme
&
responsive
Uses
channels
as
a
delivery
plaOorm
Uses
channels
as
a
narraBve
plaOorm
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

9. A visual depiction of a transmedia experience…yet
this is only the tip of the iceberg
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011
Graphic Credit: Unknown Source

10. There are many more layers of consideration for
constructing a solid, friendly transmedia experience
PlaOorm
Content
Engagement
OpBmizaBon
Community
Roll
Out
Plan
Strategy
Strategy
Strategy
Plan
Development
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

11. Success
Success
What people think What it really looks
it looks like
like
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

12. Without a coordinated transmedia effort,
you get chaos and frustrated audiences
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

13. Framing
the
Transmedia
Strategy
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

14. An
audience-­‐centric
approach
and
process
Define
the
story
Define
audience
Define
the
objecBves
and
audience
experience
Map
your
story
to
the
selected
plaOorms
Execute,
monitor
and
adapt
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

15. Audience
DefiniBon
begins
with
Persona
Development
Personas
guide
decisions
on
story
development,
story
world
experiences
and
community
strategy:
• Organic
story
plaOorm
selecBon
• Character
development/interacBons
• Audience
parBcipaBon
• Story
extensions
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

16. ©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

17. iGenera.on
Persona
“
Take
me
to
the
place
I
want
to
be
like
I’m
really
there”
Demographics
Psychographics
Quotes:
Name:
Maria
Personality:
Curious,
adventurous,
creaBve
“Typically
something
the
kid
says
Age:
7
Family
Life:
Happy:
mom
and
dad
work
have
during
an
interview
that
reflects
who
Gender:
Female
family
nights
on
the
week-­‐ends
they
are
or
what
they
want”
Ethnicity:
Hispanic
RelaBonship
with
Friends:
socially
acBve,
EducaBon:
Elementary
texBng,
gaming
Social
class:
Middle
Class
Siblings:
2
younger
sisters,
5
and
3
LocaBon:
US
Likes:
CreaBng
videos,
content
to
share
with
friends,
tools
and
experiences
that
can
be
customized.
During
TV
Bme,
Maria
is
olen
co-­‐watching
the
same
shows
with
her
friends
and
texBng
running
commentary
Dislikes:
Amtude:
Anything
is
possible.
If
I
can
think
of
it,
it
can
be
made.
Parent
Psychographics:
Parents
are
educated
with
college
degrees
and
Internet
Use:
entrepreneurs.
Mom
runs
a
day
care
to
have
flexibility
to
be
home
for
the
kids,
and
Experience:
dad
is
self-­‐employed
CPA
working
from
the
home
office.
Mom
and
dad
use
Access:
technology
for
their
work
but
limited
to
the
scope
of
their
work.
Supervised
or
unsupervised?:
What
do
they
do
online?
Parent
Technographics:
While
Maria’s
parents
are
tech
savvy
owning
smart
phones,
What
are
their
favorite
sites?
laptops
and
portable
devices
such
as
iPad,
they
are
less
aware
of
the
capabiliBes
of
How
frequently
on
they
on
line
each
week?
their
devices
than
their
kids.
Tends
to
play
online
games
with
their
kids
as
a
way
to
connect.
Adopted
more
texBng
behaviors
to
keep
in
beYer
communicaBon
with
Project/Story
Objec.ves
Maria.
Both
parents
are
on
Facebook
primarily
to
keep
in
touch
with
friends
and
What
do
you
want
users
to
feel,
take-­‐away
from
the
story/experience
family
Technographics:
Use
Cases:
What
kind
of
technology
do
they
use?
What
are
some
of
the
things
you
want
users
to
do?
What
do
they
do
with
the
devices?
How
did
they
learn
to
use
it?
How
olen
do
they
use
it?
For
how
long?
What
is
their
favorite
app?
game?
program?

18. Mapping the desired experiences to the platforms
Audience
Audience
Plot
Desired
Content
Personas
✔
PlaHorms
✔
Interac.on
✔
Components
✔
Social
Networks
Connect:
Build
Primary
Character
profiles/
relaBonships
with
dialog
characters
TwiYer
Act:
Get
alerts,
calls
to
Character
back
channels
acBon
and/or
organize
Blogs
Discover:
uncover
and
Stream
of
consciousness/
share
new
content
Introduce
new
characters
Micro
sites
Surprise,
Explore,
Share:
Introduce
new
locaBons,
Reveal
new
places
within
characters,
scenes
the
storyworld
Primary
Story
PlaOorm
Recruit,
Introduce,
All,
acts
as
archive
to
ramp
up
Indoctrinate
new
new
audiences
members
to
the
experience
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011
18

19. Transmedia planning (online)
IMAGE
FICTIONAL WEBSITES VIDEO SHARING SITES GAMING VIRTUAL WORLDS
Back story fictional Episodic character Story played-
Role playing the LIVE STREAMING
websites back story out in games
story in real time
Media format
PHOTO SHARING SITES Live event streaming /
character interaction
Photos linked Your
to the story
Story Story delivered in real
time through character
LIFESTREAMS
interaction
Collaborative
Characters made Groups around Threaded discussion
story editing
real on social stories
networks
SOCIAL NETWORK SOCIAL WIKIS FORUMS LIVE CHAT
PROFILE NETWORK
WORD
GROUPS
ANYTIME
©
2011,
The
Estuary,
LLC
Time format
Cinekids
Professional
2011
REALTIME
Graphic Credit: Leo Rayman, DDB

20. Diagram Credit: Joanna Peña-Bickley http://www.joannapenabickley.net/about
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

21. Improving
Transmedia
Experiences
with
Social
AnalyBcs
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

22. Social
analyBcs
should
be
a
key
tool
in
your
transmedia
development
tool
kit
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

23. Social
metrics
provides
direcBon
for
adjusBng
engagement
and
story
delivery
strategies
real
Bme
Sample
Insights
Poten.al
Ac.ons
Benefit
of
Ac.ons
Audience
feedback,
Revision
or
inclusion
of
new
Sense
of
ownership
of
senBment
about
story
material
to
next
content
the
storyworld
IP
elements
release
Trending
topics
within
the
Adjust
content,
experience
Happier
fans
that
get
storyworld
and/or
engagement
to
more
of
what
they’re
connect
more
deeply
with
fans
asking
for
ParBcipaBon
volume
BeYer
team,
resource
and
Ensures
posiBve
and
content
development
consistent
storyworld
management
experience
Total
Benefit:
Loyalty
and
evangelism
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

24. When
monitored
weekly,
creators
can
act
proacBvely
instead
of
reacBvely
around
acBviBes
like:
• ReputaBon
management
• Community
acknowledgements
• New
audience
acquisiBon
• Fostering
advocacy
• Fan
co-­‐creaBon
• New
device
adopBon/usage
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

25. Suggested
List
of
Social
Media
Monitoring
Partners:
Paid Aggregators:
More robust offerings, better reporting and more flexibility to view data in
different form factors
• Radian6
• Sprinklr
• Sprout
• Visible Technologies
Free tools:
Available via search on Google however my favorite lists seem to come from
Mashable.com.
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

26. Growing
the
Storyworld
with
Community
Development
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

27. Transmedia
has
the
potenBal
to
build
evergreen
communiBes
that
enable
storyworlds
to
moneBze
the
experience
and
become
commercially
viable
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

28. Community
collaboraBon
is
paving
the
way
for
transmedia
storytelling
to
achieve
commercial
viability
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

29. Commercial
viability
requires
three
key
elements:
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

30. Community
collaboraBon
provides
cost-­‐effecBve
soluBons
for
resources
and
content
generaBon
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

31. Community
Collaborators
are
a
distributed
network
of
content
creators
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

32. Community collaborators are investors in the story
world community
! #$$%'()*+,,-./0 ! 4$5,00,3#/0* ! 67,-.8'0(0
! 1(#/)*1(.2,/30 ! #$$%'()*
+#3./,(#/0
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

33. CollaboraBve
CommuniBes
creates
revenue
opportuniBes
through:
• Story
merchandise
• Virtual
currencies
• Virtual
goods
• Premium
content
• Brand
sponsorship
• AdverBsing
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

34. Preparing
for
Community
CollaboraBon:
Start
with
the
Basics
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

35. Establish
a
community
influencer/advocacy
program
based
on
simple
game
mechanics
designed
reward
movement
through
the
community
ranks
• Storyworld Contributor unlock
• Use Points (Social, play) for P2P through positive feedback mechanisms
recognition and engagement rewards - from community and content creator(s),
redeemable for community goods
completion of escalating content
creation tasks
• Levels unlock community and/or
potentially editorial involvement • Advocate Role unlock through
privileges. Unlocked only through a progression through a series of levels
combination of earned and social with positive feedback from community
points.
peers
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011

36. Esther
Lim
Sites:
www.gpj.com
www.theestuarysf.com
TwiPer:
@geekgrl
@theestuarysf
Slides
Available
Post
Conference
:
hYp://www.slideshare.net/geekgrl/
©
2011,
The
Estuary,
LLC
Cinekids
Professional
2011