Stories, games and origami unicorns remote engaging in our participatory world

George P. JohnsonLeadership Offsite2011

Tuesday, April 2, 13

Stories, Games and Origami Unicorns: remote engaging in our participatory world

Kenny Lauer


3http://www.flickr.com/photos/headtraumamovie/870988845Tuesday, April 2, 13

http://www.flickr.com/photos/headtraumamovie/870988845


4http://www.mikearauz.com/2009/03/thoughts-on-spreadable-media-parts-3.htmlTuesday, April 2, 13



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“If I tell my Facebook friends about your brand, it’s not because I like your brand,

http://www.mikearauz.com/2009/03/thoughts-on-spreadable-media-parts-3.htmlTuesday, April 2, 13



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“If I tell my Facebook friends about your brand, it’s not because I like your brand,but rather because I like my friends.

http://www.mikearauz.com/2009/03/thoughts-on-spreadable-media-parts-3.html

– Mike Arauz




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Relationships are Redefined


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Traditional 1:1 relationship


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Traditional 1:1 relationship Traditional 1:1:M relationship


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“The moment we are living through [right now]— is the largest increase in expressive capability in human history.”

– Clay Shirky, TED

ExpressiveCapability

To make known the opinions or feeling ofHaving power and ability


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Remote Engagement

© David Armano darmano.typepad.com

DefinedA Digital Experience interaction that happens either:1. outside the “4 walls” of the event OR2. within the “4-walls” but influences

or affects people outside the “4-walls”


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Remote Engagement

Understanding Remote EngagementConvergence and participatory culture(e.g., gamification, transmedia storytelling)

© David Armano darmano.typepad.com

Getting from “Me” to “Them”

Them

Me

DefinedA Digital Experience interaction that happens either:1. outside the “4 walls” of the event OR2. within the “4-walls” but influences

or affects people outside the “4-walls”


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Egypt 2.0?


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Egypt 2.0?


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Egypt 2.0?


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“I want to meet Mark Zuckerberg one day and thank him...I'm talking on behalf of Egypt. ...

This revolution started online. This revolution started on Facebook. We would post a video on Facebook that would be shared by

60,000 people on their walls within a few hours. I've always said

that if you want to liberate a society just give them the Internet.”– Wael Ghonim


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+ 16504194196

+ 390662207294

+ 97316199855


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Social Media is changing the world.

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Level 4 RipplesDistribution through individuals (email lists, etc.)

Level 3 RipplesDistribution through “closed” networks (Facebook, MySpace, etc.)

Level 2 RipplesDistribution through “open” networks (blogs, sites, feeds, widgets, etc.)

Level 1 RipplesDistribution through mainstream media outlets, digital and analog (press, influencers, etc.)


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The most important word on the Internet is not “SEARCH”.

THE MOST IMPORTANT WORD ON THE INTERNET IS “SHARE”.

– Hugh McLeod & Jyri Engstrom


Anywhere and everywhere

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“There are more than 200 million active users [40 percent] currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook as non-mobile users.”

– Facebook official statistics (January, 2011).

Social networking now connects 62 million US adults.

– Forrester

Twitter is now attracting 190 million visitors per month and generating 65 million Tweets a day. Most users don’t Tweet at all, but rather use Twitter as a consumption media.

– Twitter COO Dick Costolo, at the Conversational Media Summit

It gets 300,000 new users a day.

– Biz stone, Chirp


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Over 6 million people are engaging Fortune 500 brands through key social media channels.

25Source: “The Social Media Habits of the Fortune 500” study, iMediaWorks, 2Q, 2009Tuesday, April 2, 13

500 Billion Impressions

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People in the US generate more than 500 billion online impressions on each other regarding products and services — more than one-fourth the number of impressions advertisers make.


US Social Network Ad Revenues, 2009 –

27Source: eMarketer, January 2011

Billions and % Change


US Social Network Ad Revenues, 2009 –

27Source: eMarketer, January 2011

Billions and % Change

Why are US marketers spending 55% more than last year ($3.08B) to advertise on social networking sites this year, as predicted by eMarketer?

That’s where consumers are influenced.

$1.43(20.3%)

$1.99(39.0%)

$3.08(55.0%)

$3.93(27.7%)

2009 2010 2011 2012


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Technologyis

changing our lives

Convergence cultureis a world where

every story, image, sound, idea, brand,

and relationship will play itself out

across all possible media platforms.

– Henry Jenkins


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Participatory Culture: The Prosumer


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Participatory Culture: The Prosumer


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Technical Portal vs. Phenomenon


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Dino Ignacio Bert


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Mashup and Remix

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Era Mashups

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Participatory Culture: Social Skills and Competencies

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Transmedia Storytelling: What is it?

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http://social-creature.com/page/3


Transmedia Storytelling: What is it?• According to Henry Jenkins: A

process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes it own unique contribution to the unfolding of the story.”

• According to Kenny Lauer: Enable the audience to experience the story in a lot of different ways through a lot of different ways.

38http://social-creature.com/page/3




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Harry Pottermovies, video games and other elements

are all retellings of the books that JK Rowling wrote

= Not transmedia


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Harry Pottermovies, video games and other elements

are all retellings of the books that JK Rowling wrote

= Not transmedia

Julia Child autobiography, My Life in France

+ Julie Powell’s blog The Julie/Julia Project+ Nora Efron’s movie, Julie and Julia

= Transmedia


Elements of Transmedia Storytelling

• Participatory. Not just watching.

• Recursive. Ties back into the core narrative(s) and builds intelligence.

• Scalable. Grows into other forms or properties to some extent.

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Linear, Control, Push

Produce WatchStory


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Non-linear, Participatory, Push/Pull


Produce WatchStory


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Produce WatchStory

Comic Book

Webisode Computer Game

Website

Sequel

Story

Franchise TransmediaMultiple platforms create a collection of individual experiences


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Produce WatchStory

Comic Book

Webisode Computer Game

Website

Sequel

Story

Franchise TransmediaMultiple platforms create a collection of individual experiences

Portmanteau TransmediaMultiple platforms contribute to a single experience

AudioTwitter

Video

BlogSMS

Flyer

ImageEvent

Email


Transmedia Storytelling

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Transmedia Storytelling

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StoryUniverse

MovieNovel

TV Series

Flash Mob

Twitter

iPhone

Podcasts

DVDs

iPad/Tablet

Websites

YouTube

CDs

Webisodes

Graphic Novels

DocumentaryRadio

TheaterToys

Merchandise

Comics

Concerts

Social Games

Live Events

Facebook

Blogs

Flickr

Video Games

Knit-Along

Download

History of the Storyverse/Backstory

Big Adventure/Main Story

Future of the Storyverse

Story of Minor

Character/Alt POV

Fan Assets:Video, Photos,

MP3s

User Generated Content/

Fan FictionBackstage/Making of

Myths

True Stories

Music

Jill Colick, Story2OH.com


Platforms relationship and time in a transmedia experience

43http://www.flickr.com/photos/andresfox/5396499222/in/photostream/


http://www.flickr.com/photos/andresfox/5396499222/in/photostream/






Pre/ Past During / Present Post / Future








Pre/ Past During / Present Post / Future

Video game

Migratory cue

Initial platform(movie, website, book)

Fandom production

ARGComic






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Transmedia Rising-JWT


Participatory Culture: Social Skills and Competencies

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Gamification

• Applying the basic elements that make games fun and engaging to things that typically aren't considered a game

• Fun• Rewards• Social connections

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It’s not new

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Gartner Hype Cycle

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Gartner Hype Cycle

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Peak of Inflated Expectations

Plateau of Productivity

Slope of Enlightenment

Trough of Disillusionment

Technology Trigger


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A report published in January by M2 Research, a media and entertainment research firm, estimated that spending on gamification projects will grow to as much as $2.8 billion by 2016 from $100 million this year.


Gamification 101

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Gamification 101

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Game


Gamification 101

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Player

ConsumesGame


Gamification 101

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Player

Consumes

Designer

CreatesGame


Gamification 101

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Player

Consumes

Designer

CreatesGame


Gamification 101

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Player

Consumes

Designer

CreatesGame

Rules System FunJourney


Gamification 101

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Player

Consumes

Designer

CreatesGame

Rules System FunPlayerJourney


Gamification 101

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Player

Consumes

Designer

CreatesGame

Rules System FunPlayerJourney

Mechanics Dynamics AestheticsPlayerJourney


Good games balance Skill and Challenge

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Good games balance Skill and Challenge

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Anxiety

Apathy Boredom

“Flow”

HighLowLow

High

Challenge

SkillsTuesday, April 2, 13

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Player Journey = Lifecycle + Progression

Player Journey = Lifecycle + Progression

Good games take the player on a journey towards mastery


Gamification 101

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Gamification 101

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Way it feels to play the game • Overall experience• Emotional

engagement• Curiosity,

satisfaction, delight, trust, fun, pride, envy

Formal rules and structure of game• Game prepared• What action can

players take• Victory conditions• Rule enforcement• Time Based systems• Reward schedules• Progressive Unlocks• Pacing

Control: Game designer

How people behave due to these rules• Processes and behaviors

that arise when you actually play the game

• Rules in response to actions

• Make Progress Visible• Points, levels,

leaderboard, badges, missions

Control: Player



Gamification 101: Monopoly

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• Feeling of tension and joy in the beginning

• Gradual loss of interest for the losing players

• The joy of winning for the winner

• Everything you need to play

• Relationship between the board, the pieces, and the money

• Rules specifying how you play

Control: Game designer• At the beginning of

the game, everybody starts equal

• One player inevitably gets rich, while the other players are driven to poverty lose the game

Control: Player



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Mechanics Dynamics Aesthetics


Who am I playing with? How are we engaging?

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Mechanics Dynamics Aesthetics

Acting

Compete

Challenge

Achievers

WorldShow-offTaunt

ExpressCompare

PlayersHelp Comment

Socializers

ExplorersView

Share

Like

Interacting


And we’re back...to Events

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• Integrate Remote Engagement as a discipline: consume/engage

• Participatory Culture: remember your attendees want to participate. Participation is not an option, it’s a requirement. How does that differ in physical and virtual? How do we create opportunities to support this culture.

• Extend outside the 4 walls. What happens online shouldn’t end online. What happens offline, shouldn’t end offline

• Take advantage of what technology has to offer


We are all experience designers

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‣Games are worthless

‣ Stories are worthless

‣ Events are worthless



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unless people play them



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unless people play themunless people listen to them



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unless people go to them



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unless people go to them

• Consumers don’t come for the game/story/event.


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They come for the experience.Kenny Lauer@kennyL
