Shesayscourse commonlymademistakes

Commonly Made Mistakes05.20.11

Wednesday, May 25, 2011

ELIZABETH KIEHNER@KIEHNER


A good producer can produce interactive even with no experience if they have the right people on the project.


THE ESSENTIAL DO: CHANGE YOUR MENTALITY

Develop a custom mindset. You are inventing on the fly and your tools and technology are constantly changing.


Not linear. Not finite.


This is not build it and they will come. Think about syndication.


New vocabulary: Platform, program, system vs. campaign.

Replace pre-pro meetings with Plan of Attack meetings. Replace Deadlines with Milestones.


The broadcast producer is not always the lead producer.


Uncover what is motivating launch dates. Be very iterative. Meet often.


• 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 first couple projects.

• Do: break down walls and collaborate.

• Don’t: hire one or two digital gurus and expect your problems to be solved.

DO’S AND DON’TS

Actually more Do’s and One Don’t


•If you plan any sort of integration between your TV campaign and your website, be aware this could make timing longer. Invite your interactive shop to attend the shoot for print or broadcast, or they may need to have their own shoot.

•Do not pass a timeline to your interactive shop that has things like “shoot,” and “prepro” on it and don’t forget Quality Assurance (QA) testing.

WE’RE NOT DONE YET

Don’t: Treat your interactive timeline like your broadcast one


This is one of the most common pitfalls of an interactive project. It’s vitally important that both parties understand exactly what is included in the scope so always create a SOW document. Spell out your deliverables and assumptions.

If you have a specific budget allocated for the project – an exact dollar amount you can’t go over, be honest about this with your vendor, and let them take the reigns on what can and can’t be accomplished and how to break it down.

MORE DO’S AND DON’TS

Do: Be aware of scope creep


This is the primary killer of good projects. It is amazing how often timelines are completely blown before they get off the ground because we can’t get copy from an agency, or they never send over a CAD file. If there’s one place you want to expend the bulk of your energy as a producer, here you go.

Deliver a production checklist or inventory list in an organized manner.


Don’t be slack at delivering assets to your vendor.


There are some types of calls that a producer can skip, but if you’re not of that persuasion, it’s recommended to remember that your role is a facilitator. Listen in to the call, 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 from one party to another.


Don’t be a control freak.


A producer pretending they grasp complex technical processes that he doesn’t is a dangerous thing.


Don’t pretend to understand the technology if you don’t.


There has to be a compelling reason for the user to send around a link or a site. That useful equates to something really amazing or on the pulse of pop culture in a way that hits a vein that sets your project on fire.


Don’t try to make a viral.


It is vitally important that if a site is even potentially destined for translation into another language that this is known up front.

Translation preparation is very easy to do on a site as it’s being built. Retrofitting a site to make it ready for translation later, however, is a time-consuming and expensive process.


Don’t Get Lost in Translation.


ASAP is good for initial conversations, but who doesn’t need work produced ASAP these days. Be the rational voice of reason.


Don’t Hide Behind ASAP.


Working With Vendors05.20.11


http://archives.thinkfa.com/ideawins/






• Interactive production companies are often involved in concept development.

• Bidding on brief vs. bidding on treatment.

• Post launch hours needed for testing, fixing bugs that pop up, and site traffic reporting.

• Extra producer costs to document and properly archive source files, specs, and admin data.

WORKING WITH VENDORS

Bidding and running RFPs


make images bleed if possible


make images bleed if possible


• Always get an NDA signed.

• Don't expect vendors to start work without a contract.

• Include a termination or kill fee.

• Liability: open source code, stock photos, music license, etc...

• Be clear about what you are asking for such as:

• Source code, project files, 3D models, etc..

• All agencies should have a standard contract for digital projects.

• Run all contracts through chief legal council or business affairs.


Let’s talk contracts next.


• What is the design process? Who are the team members, roles and responsibilities?

• What design assets are already created? What elements will need to be created?

• Will we be tweaking designs given or build the site as is?

• Can we get access to the servers?

• When will we see media buy and banner specs?

• Most shops have contracts that limit the number of revisions that are included in the bid and SOW.


Common questions they might ask you.


1. The Project The title of the project is COMPANY ABC’s Phase 1 Site Development (the “Project”).

Description:• Goals

o Site embodies COMPANY ABC Point of Differenceo Site embodies new ways of listening, thinking, feeling (dialogical vs. forced

answer)

• Creative Strategies - Site is designed with several engagement tools thato Have relevance to the target audiences o Allow for interactivityo Encourage users to come back

• Site Build Strategies (Phased)o Phase One - Targeted Launch includes must haves plus some initial ‘listening’

and ‘sharing’ engagements

2. Vendors (the “Vendors”)a. TBD

3. Definitions for terms hereina. “Machine” metaphor

i. COMPANY ABC is the machine with soulii. The act of the machine comes alive through visual depiction

4. Scope of Work (SOW) - Services/Materials to be Created

(a) A content management system will be built using a GNU General Public License application. (http://www.fsf.org/licensing/licenses/gpl.html)

i. Install and customize Mambo to meet the current COMPANY ABC identity and requirements.

A. Mambo is a full-featured content management system that can be used for everything from simple websites to complex corporate applications.

B. Is Mambo for you? Though we believe that this platform may offer a great solution it is by no means the only solution available. Please visit this page for an online demo of the application. http://www.mamboserver.com/index.php?option=com_content&task=view&id=46&Itemid=86

ii. To enforce the idea that there are other CMS applications available for this project please visit http://www.cmsmatrix.org/ where you can compare 763 different CMS applications.

(b) The services and materials below are included in Phase 1 of this projecti. Machine & Human Metaphor Site

A. Design Exploratory of the machine and human metaphor1. 3 design directions with 1 revision of the chosen direction

B. Flash Intro/Animation1. Machine into human2. Based off 4(b)iA

ii. COMPANY ABC BlogA. Blog (posts by Unit 7 and user generated content)

1. Ability for users to upload content – content type(s) to be determined

2. All manners of syndication available (RSS, Atom, etc.)3. All submitted content will be placed in a queue awaiting approval

SOW EXAMPLE




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SOW EXAMPLE




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SOW EXAMPLE


by a COMPANY ABC assigned internal resource

iii. Streaming VideoA. A page with an embedded application that loads VitalStream hosted and

managed media from the VitalStream servers1. VitalStream

a. Toolset is accessible through MediaConsole, a web-based application that automates the complex process of managing and delivering media over the internet. This system provides a simple point-and-click interface to manage, monitor and report on the effectiveness of media assets at all times.

b. MediaConsole provides all the tools necessary to securely host and reliably deliver rich media content. MediaConsole is a single, easy-to-navigate system that comes with a set of asset management, monitoring and detailed reporting tools. Through MediaConsole content can be uploaded to the VitalStream network and packaged for delivery. MediaConsole supports multiple content delivery formats including Flash, Windows Media, QuickTime and Real as well as multiple delivery methods including OnDemand, Live and Download services.

c. MediaConsole reporting features enable content owners to better understand the viewing/listening habits of their audience and quickly make adjustments to online media strategies. Through historical and real-time reporting, MediaConsole offers an array of standard reporting options that provide valuable insights into network conditions, viewer statistics and demographics.

iv. Listening Engagement [Diverse Ears]A. Sound Off/Sound On: A world without listening

1. Sound is off. User can guess situation.2. Sound comes on. The visual story is different. The goal is to

embody the importance of listening.B. Deliverable: Design 10 Sound Off/Sound On creative concepts.

1. All chosen concepts to be built out in Flash/HTML, regardless of whether they will be immediately implemented on the site or rolled out at a later date.

2. Implementation of various concepts on site TBD.3. Sound Off/Sound On area must link back to blog page (this

offers the user a discussion and reaction forum).

v. Company ContentA. Deliverable: Company Content will consist of a maximum of 40 hybrid

Flash/HTML pages. Basic integration of metatags included.Data capture (such as surveys or emails) to be included in various locations (TBD) throughout. Company Content sections include:

1. Our Storya. Who we areb. Our offerc. Press/News

2. Our Work/Case Studies3. Our Clients

a. Client Listb. Client Testimonials

SOW EXAMPLE


4. Your Work (Client Log-in)5. Contact6. Careers

(c) QAi. Vendor and COMPANY ABC collectively

A. QA to be performed by Vendor working closely with COMPANY ABC

(d) Hosting and Analyticsi. Hosting company chosen by Vendor and will provide sufficient bandwidth to

accommodate the Content Management System and streaming audioii. Traffic analytics provided by Hostway

A. Benchmark overall Web site success daily/weekly/monthly/yearlyB. Assess the effectiveness of advertising/marketing campaignsC. Perform search engine optimizationD. Evaluate link arrangementsE. Locate and resolve errorsF. Monitor your traffic and bandwidthG. Do comparative and historical data analysisH. Hostway Web Analytics' Reporting Features:

1. Accessible through SiteControl2. Intuitive, in-depth reports3. Flexible date range functionality—you specify the exact time

period for your reports4. Search Function Finds What You're After. Reports feature a

search capability to narrow the report down to just what you're looking for.

5. Export Data Easily. Want to put a particular report's information into an Excel® spreadsheet? Hostway Web Analytics' Export Data function allows you to do just that.

6. View Reports by Any Parameter. Most reports allow you to view the data by several different parameters, such as Sessions, Pageviews, Hits, Bytes, etc.

7. Dig Deeper. Hostway Web Analytics' best-in-class path analysis allows you to easily see which true paths (including the Back button!) visitors used.

8. Multilingual functionality—view reports in 10 languages, switchable on-the-fly

9. Performance leader: Fast loading reports, fast log processing,10. Available on both Linux Advantage and Windows Advantage

servers.

5. Materials to be provided to Vendor by Client; (a) Client will deliver the materials below (collectively, the “Client Materials”) to Vendor :

i. Clearer definitions of the metaphorii. Assets (style guide, color type treatments, etc.)iii. Site content

A. Section 4(a)v defined herein

(b) Client Approvalsi. Timely response to requests for information/reviews

A. Any changes to deliverables after sign off can incur additional charges.B. Late response to reviews can result in delayed or accelerated schedule. C. Any change to schedule or failure to provide timely delivery of requested

materials or feedback can result in extension of deadlines and budgetary increase to be determined at the time of missed delivery.

D. Accelerated schedules and scope increases can incur overage fees including weekend work and rush work.

E. Any overage will be communicated to the client in the form of an overage

SOW EXAMPLE


proposal. Work requests contained in an overage proposal require client approval prior to any production being performed.

(c) In addition, timely Client comments and approvals will be needed as follows:i. legal approvals;ii. approval of visual elements; and,iii. review and approval of content.

6. Estimate(a) Vendor Estimate is a separate Project Order document

i. Bid # 13214

7. Schedule(a) Vendor anticipates the following general schedule for the Project(b) All Client feedback must be in the form of single consolidated list(c) Changes to schedule or late response to reviews will result in a schedule change and

scoped out separately as an overage(d) Revisions not considered within the SOW will be scoped out separately as an overage

8. Additional Terms(a) The attached Estimate (Bid# 13214) is subject to revision based on Vendor’s further

understanding of the scope of the Project as subsequently presented by Client. (b) Work on the Project is entirely contingent upon the parties entering into a formal

Engagement Agreement, which agreement sets out the terms of ownership of all intellectual property created by Vendor for use by Client, and all licenses in connection therewith, as well as payment of Vendor’s fees.

(c) The parties expressly acknowledge that this estimate, and all discussions in connection therewith, constitute Confidential.

(d) Payment:a. A deposit equal to 25% of the total fee agreed upon is required prior to work

commencing. b. A payment equal to 50% of the total due at project midpoint.c. Balance payment including any overages is due upon project completion.d. All invoices not paid within 30 days of project completion will be charged interest

on a daily basis at the rate of 2.0% per month.(e) Vendor, Inc. (Vendor) will make Its best efforts to provide goods, materials and services,

as agreed for the price agreed upon as set forth in the box marked Grand Total (Total Fee). Any requests for additional goods, materials or services beyond those listed in this Project Order will require the Contracting Client's written approval or an additional Project Order. All rates are based upon a 8-hour day unless specified otherwise.

(f) Cancellationa. In the event the contracting client cancels any portion of the work outlined in this

Statement of Work the contracting client agrees to pay for all costs incurred by Vendor.

b. Vendor withholds the right to determine the percentage of work completed.

We look forward to working with you!

VENDOR, Inc. (“VENDOR”) by an authorized signer

Print Name

COMPANY (“Client”) by an authorized signer

SOW EXAMPLE


• Soft launches are good. Launches where 2 million people are hitting ‘refresh’ waiting for your site to go live are incredibly nerve-wracking experiences for you and your vendor.

•Also, never launch on a Friday.

SOFT LAUNCH

Another mentality change.


• If you are shooting with a file-based camera (P2, RED, Phantom, Viper, D20) have you budgeted for transcoding?

• Have you budgeted for backing up the files in triplicate?

• Will the production company backup the media files in case of corruption?

• What is the plan for archiving the original digital footage?

• How many hours of footage do you intend to shoot?

• How will you handle sound? Record in camera? Separate recording device?

•Do you understand formats, codecs and so forth.

SHOOTING DIGITAL CONTENT

Questions to ask your production company early on.


• Is your client savvy at reviewing digital work?

• Do they have a firewall?

• Is your client international with old equipment or using an old browser?

• Mac vs. PC. 90% of the world is on windows. Try using: http://www.parallels.com/

• Chrome vs. IE6. Asia using IE6.

CLIENT PRESENTATIONS

Things to keep in mind at the agency and especially with your account people.


http://www.parallels.com

http://www.parallels.com

THANKS!


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