Download - CrossPlatform Audience Issues
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!
FINDING [TRANSMEDIA AUDIENCES]
TELECTROCOPE
IN SEARCH OF OLDTONIN SEARCH OF OLDTON
BBC CASTAWAYBBC CASTAWAY
TODAYTODAY
HOLDING ON[TRACKING & PERSONALISATION]
ONLINE CAROLINE
Caroline ep on ep retention rates
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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)”
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]
THE ACTIVE 4%
80% VIEWERS
16% LURKERS
4% PLAYERS
NICHE AUDIENCE
USE CASE SCENARIOS
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
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
FITTING INTO THE DIGITAL DAY
H & C LOCAL V HOME L1 V & S LOCAL L2 KINGS CROSS E1 TRAIN IN MOTION
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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
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
USABILITY FACTORS
Intellectual
Memory
Visual
Emotional
Motor
HUMAN FACTORS IN DESIGN
•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
• The 7th second
• The 7th minute
• The 7th hour
• The 7th day
• The 7th week
BEFORE-DURING-AFTER
• Copyright
• Payment
• Credit
• Closure
OWNERSHIP