social entertainment 050909
DESCRIPTION
HIghlights from a presentation made to a major UK broadcaster. Does not claim to be a full audit of activity in this space.TRANSCRIPT
Social media:
Making it work for entertainment brands
Ann Longley, Digital Strategy Director, MEC Interaction
What is social media – why important?
First and foremost – it is behaviour
supported by technology.
Social media is media designed to be
disseminated through social interaction, created
using highly accessible and scalable publishing
techniques.
Social media supports the human need for
social interaction with technology, transforming
broadcast media monologues (one to many) into
social media dialogues (many to many).
It supports the democratisation of knowledge
and information, transforming people from
content consumers into content producers. Source: Wikipedia
Social media supercharges traditional word-of-mouth so can influence what is
popular. It has also catalysed new forms of entertainment.
Entertainment is being enriched with social features
Recommendations and reviews
Viewing circlesAudience
participationCommunity integration
Immersive experiences
A spectrum of social entertainment
Social media and entertainment brands
Social entertainment spectrum
Viewing
Circles
Audience
Participation
Community
Integration
Immersive
Experiences
Easy
Difficult
FarNear
Recommendations
and reviews
Social media and entertainment brands
Quickscan of market activity – lots of it is going on
Recommendations
and reviews
Viewing Circles Community
Integration
Audience
Participation
Immersive
experiencesBBC :iplayer – allows audience to forward to a friend/ share a moment in the programme + more social features coming
BBC: Good radio club: a bunch of fellow radio4 fans tweeting along in real time listening to a 30 minute radio show chosen in advance
BBC: Apprentice Predictor effectively helped viewers actively engage and share a unique experience while watching during the broadcast
BBC: Lost Zombies - crowd-sourced internet movie;BBC Internet Documentary -audience invited to get involved in its making.
BBC: BAFTA award winning Spooks ARG, Savannah –educational project with Futurelab – great projects, underpromoted?
Lost: Blogger engagement to build anticipation and demand
Lost : fan generated content – evidence of success
Football 3Cs – a game for fans to play while watching scheduled football on TV
MySpace – Faintheart –crowd input (shallowparticipation)
Lost ARG
Television without pity –Audience reviews that can be shared
Splashcast Social TV (closed due to funding problems)
C4’s Picture This,Landshare,SexperienceC4 Skins/SkinsLife, – worth looking at for their long term synergistic approach
We dig tv (who wants to be a millionaire); viewer in the programme; league tables –3m viewers. Is it still going?
The Truth about Marika from Sweden’s Public Broadcaster (produced by Company P)
Blinkx – great video search engine but no real social features
Jaman – find, watch, review films online. Social network integration/facebookconnect.
Freak/MySpace (Internet drama/does not involve TV)
A Swarm of Angels – a crowd sourced film making project with sustainability challenges (example of deep participation)
Last Will, still in prototype stage. Multi-touch entertainment – something more near field to consider with RAD
New idea: What are the implications of applying Amazon’s e-commerce engine to BBC program planning?
Jaman – find, watch, review films online. Social network integration/facebookconnect.
Social games, e.g. Playfish, Zynga – low cost and popular/could be developed as able programme extensions
Lost Ring, Superstruct (good examples but do not involve TV); Star Trek ARG for latest film release
xbox Project Natal ; MIT’s 6th sense computing***
Social media and the BBCSocial media and entertainment brands
What could be coming to the UK?
Social media and entertainment brands
Recommendations and reviews: V-loggers and others rate and
review television programmes
An idea before its time?
Social media and the BBCSocial media and entertainment brands
Viewing circles: Sharing the viewing experience by watching
together and creating your own channels
WE dig TV – still in Beta
Social media and entertainment brands
Audience participation: Puts the user in the programme –
claims to have 3M players
Making it easy for the audience to take part
Social media and the BBCSocial media and entertainment brands
Audience participation: SKYNEWS has launched a free citizen
journalism iphone app; gives attribution for contributions
But full audience participation is difficult
Social media and the BBCSocial media and entertainment brands
Audience participation: A swarm of angels is a participatory film
community that has experienced some growing pains
Community building is a way to reach new audiences
and have a longer term impact
Social media and the BBCSocial media and entertainment brands
Community Integration: C4 has developed a number of long term properties
linked to programmes but with a life independent of them
What is some of the best that is out there?
Social media and the BBCSocial media and entertainment brands
Audience participation: Interactive Emmy Award Winning ARG
from Sweden’s Public Broadcaster
http://www.youtube.com/watch?v=iX_ZJkwvKR8&eurl=
http://www.thecompanyp.com/site/%3Fpage_id%3D7&feature=player_
embedded#t=421
Schematic’s in-programme gaming
Social media and entertainment brands
http://www.schematic.com
Audience participation: Enable seamless switching from watching
to playing
Last will – a prototype MITE*
Social media and entertainment brands
Immersive experiences: A compelling collaborative effort
but one that may need mass reach to succeed
* Multiplatform Interactive Theatre Experience
http://vimeo.com/groups/playful/videos/2445637
The evolution of TV
Social media and entertainment brands
Immersive experiences: Public and portable multi-touch screens will become
more ubiquitous in the future.
How could they work with (live/on-demand) TV?
Identifying potential threats
Social media and entertainment brands
Immersive experiences: to what extent will such exciting
game play erode TV viewing?
http://www.youtube.com/user/xboxprojectnatal?blend=2&ob=1
The future of augmented reality
Social media and entertainment brands
http://vimeo.com/5595869
Immersive experiences: augmented reality and reversed
augmented reality create new pervasive programming possibilities
Pervasive computing: 6th sense technology from MIT
Social media and entertainment brands
Immersive experiences: When the future arrives what will it mean
for TV and media as we know it? Time to start planning now.
http://www.youtube.com/watch?v=mUdDhWfpqxg&feature=related
Accessible
Distant
InclusiveCuratorial
How ‘social’ do
your entertainment
brands want to be?
Thank youFind me here:www.twitter.com/AnnMargaret
www.annlongley.net