Shesays1104 commonly mademistakes

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  • 1. Commonly Made Mistakes11.04.11
  • 2. ELIZABETH KIEHNER@KIEHNER
  • 3. A good producer can produce interactive even withno experience if they have the right people on theproject.
  • 4. THE ESSENTIAL DO: CHANGE YOUR MENTALITYDevelop a custom mindset. You are inventing on the yand your tools and technology are constantly changing.
  • 5. Not linear. Not nite.
  • 6. This is not build it and they will come. Think aboutsyndication and PR strategy.http://new.muckrack.com
  • 7. New vocabulary: Platform, program, systemvs. campaign.Replace pre-pro meetings with Plan of Attackmeetings. Replace Deadlines with Milestones.
  • 8. The broadcast producer is not always the leadproducer.
  • 9. Uncover what is motivating launch dates.Be very iterative. Meet often.
  • 10. DOS AND DONTSActually more Dos and One Dont Do: impeccable documentation. Do: build early prototypes for complex projects. Do: ask does design lead or development lead? Do: Be happy when vendors ask a lot of questions. Most of them should ask more. Do: shadow someone for your rst couple projects. Do: break down walls and collaborate. Dont: hire one or two digital gurus and expect your problems to be solved.
  • 11. WERE NOT DONE YETDont: Treat your interactive timeline like your broadcast oneIfyou plan any sort of integration between your TV campaign and your website, beaware this could make timing longer. Invite your interactive team to attend the shootfor print or broadcast, or they may need to have their own shoot.Do not forget Quality Assurance (QA) testing.
  • 12. MORE DOS AND DONTSDo: Be aware of scope creepThis is one of the most common pitfalls of an interactive project. Its vitally importantthat both parties understand exactly what is included in the scope so always create aSOW document.Spell out your deliverables and assumptions.If you have a specic budget allocated for the project an exact dollar amount youcant go over, be honest about this with your vendor, and let them take the reigns onwhat can and cant be accomplished and how to break it down.
  • 13. MORE DOS AND DONTSDont be slack at delivering assets to your vendor.This is the primary killer of good projects. It is amazing how often timelines are blownbefore they get off the ground because we cant get nal copy from an agency, or theynever send over a CAD le we desperately need. If theres one place you want toexpend the bulk of your energy as a producer, here you go.Asset Management!Deliver a production checklist or inventory list in an organized manner.
  • 14. MORE DOS AND DONTSDont be a control freak.There are some types of calls that a producer can skip, but if youre not of thatpersuasion, its recommended to remember that your role is a facilitator. Listen in to thecall, answer questions about things you know about, and let them work it out.Ask for a summary in email at the end. Do not try and relay technical information fromone party to another.
  • 15. MORE DOS AND DONTSDont pretend to understand the technology if you dont.A producer pretending they grasp complex technical processes that he doesnt is adangerous thing.
  • 16. MORE DOS AND DONTSDont try to make a viral.There has to be a compelling reason for the user to send around a link or a site. Thatmust equate to something really amazing or on the pulse of pop culture in a way thathits a vein that sets your project on re.www.renegademedia.net
  • 17. MORE DOS AND DONTSDont Get Lost in Translation.It is vitally important that if a site is even potentially destined for translation into anotherlanguage that this is known up front.Translation preparation is very easy to do on a site as its being built. Retrotting a siteto make it ready for translation later, however, is a time-consuming and expensiveprocess.
  • 18. MORE DOS AND DONTSDont Hide Behind ASAP.ASAP is good for initial conversations, but who doesnt need work produced ASAPthese days. Be the rational voice of reason.
  • 19. Working With Vendors11.04.11
  • 20. WORKING WITH VENDORSBidding and running RFPs Interactive production companies are often involved in concept development. Bidding on brief vs. bidding on treatment. Post launch hours needed for testing, xing bugs that pop up, and site trafcreporting.Extra producer costs to document and properly archive source les, specs, andadmin data.
  • 21. !!1. Table of Contents2. Project Overview ............................................................................................ 3 2.1 Introduction ................................................................................................... 3 2.2 Demographic Research............................................................................... 3 2.3 Assumptions & Dependencies..................................................................... 3! 2.4 Core Feature Set .......................................................................................... 4 2.5 Functionality Support Matrix ....................................................................... 43. Product Requirements.................................................................................... 6 3.1 User-Facing Functionality ............................................................................. 6 3.2 Infrastructure .................................................................................................. 64. Distribution....................................................................................................... 7 4.1 Global Support Matrix................................................................................... 75. Delivery Schedule .......................................................................................... 8 7.1 Schedule ........................................................................................................ 88. Legal Contract ................................................................................................ 9APPENDIX........................................................................................................... 12!
  • 22. 2. Project Overview2.1 Introduction Fisker Automotive has created the worlds first luxury plug-in hybrid electric vehicle. The company is participating in a trade show at the end of June 2011. There will be a large HD monitor at the trade show booth to display videos to attract potential buyers. Fisker wants to make this experience more interactive. A custom iPad app will be developed to take the place of a traditional kiosk and control the HD monitor from an iPad. The user can navigate to videos from within the app and the video will be played on HD monitors. The Fisker app will act as a remote control and will allow the user to scan a QR code and/or leave their e-mail address to receive Fisker updates.2.2 Target A