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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Casey

Venetia

Seema

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Lenny

Elayne

WATFORD STATION E2 BRANDON'S FLAT PUB MOTORWAY

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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