Presentation from Kirsty Hunter to the delegates of Devise to Deliver run by Docfest on February 14, 2013 in Newcastle.

1. Devise to Deliver_
February 14, 2013

2. Who_Kirsty Hunter
_Managing Director of The Project Factory UK
_Leading UK Digital Media Executive
_Emmy Award winning producer
_Formerly Head of Interactive at Lion Television
_Past Mentor to AFI’s Digital Content Lab, Doc
Campus
_Sit on PACT’s Interactive Media Policy Group
@Kirsty_Hunter

3. Who_
_The Project Factory
_Award winning digital entertainment group
_Offices in London and Sydney
_Partner with IP owners especially TV production
companies
_Specialise in social media, digital engagement,
transmedia, games, mobile, digital strategy
_Partners include ITV, Channel 4, Sky, BBC, RTL, PBS,
ABC, Network Ten, Nine Network, Channel 7.
_Create and publish own IP including Facebook games,
mobile games, transmedia formats

4. Agenda_
_Super Producing
_Life cycles
_Social
_Campaigns
_Apps esp. Touch Docs

5. The New Multi-Screen World
Understanding Cross-Platform Consumer Behavior
Majority of media consumption is screen-based
90% 38%
of our daily media
interactions are
on smartphones
of all media interactions
are screen based
Television no longer commands our full attention
Consumers move between multiple devices to accomplish their goals
49% with
77
of the times that a smartphone
% viewers watch
TV, it is with
another device
34% with
a PC/laptop
Online shopping is a multi-screen activity
http://services.google.com/fh/files/misc/
multiscreenworld_final.pdf

6. Super Producer_
_Multi skilled _Skills may include...
_Produces content across all _Shooting video
media platforms
_Writing
_Platform agnostic probably _Directing
working across Television,
Web, Social Media, Mobile, _Producing
Connected TV, Apps
_Video Editing
_Project Managing
_Community
Management
_Social Media Producing
_Specifications
_Idea Development

7. Lifecycles_
_ Understand how the
project plays out over
time over all platforms put
side by side
_ Usually split into Pre TX,
TX and Post TX
_ Each platform will have
different milestones
which all need to be
delivered by team

8. Social Media_

9. MADE IN CHELSEA
Digital Content, Social Media
One of E4’s most loved
programmes. We produced the
social media for Made in
Chelsea for Monkey Kingdom as
well as digital content for the
www.e4.com website.
http://www.e4.com/chelsea/

10. SUMMER DAZE
Website, Digital Content, Social Media
This was a reality show with a difference.
Not only did it follow a group of colourful
characters around the summer festivals,
but The Project Factory told their stories
in real time using Twitter, Facebook and
YouTube working with partner BlackBerry
to deliver from locations across the UK
and Spain.
Using a specially customised Storify feed,
the team pulled all the action onto
channel4.com but also created high levels
of engagement on Twitter and Facebook
especially around the broadcast of the
programme each week. Once again The
Project Factory partnered with Monkey
Kingdom to create buzz around the cast
of a reality show and real time
engagement.
http://www.channel4.com/summer-daze-with-blackberry

11. THE BRITISH
Website Digital Content, Social Media
Combining gripping drama, spectacular
CGI and compelling commentary, The
British is an ambitious and unmissable
new series which tells the history of
Britain and Ireland from the Roman
invasion to the birth of TV and the
Coronation of Elizabeth II in 1953.
The Project Factory worked closely
with Nutopia and Sky to create some
innovative features online including the
highly addictive The British Quiz with
Facebook integration and real time
leader boards. Additional commentary
on key scenes from the series. Extra
interviews with celebrities including
Russell Brand, Helen Mirren and Frank
Lampard.
And the groundbreaking Tweeting
History where viewers can follow
history in real time on Twitter and
Sky.com including the Fire of London
and the Battle of Trafalgar. We have
also worked closely with Sky to rebuild
the quiz for Sky Atlantic partner
BlackBerry to be optimised on their
handsets.
http://skyatlantic.sky.com/shows/the-british

13. DOWNTON ABBEY - Series 3
Social Media, Commercial Strategy
Downton Abbey is one of the
world's most popular TV
shows driven by its success
on ITV in the UK. The Project
Factory was engaged by NBC
Universal and Carnival Films to
create a strategy for and
manage the social media
around Series 3 in the UK.
The team managed the official
social media presences;
including multiple Twitter
accounts, Facebook, Tumblr
blogs and Pinterest boards.
We produced original content
and messaging around the
series driving engagement,
interaction and commercial
1million+
opportunities.
During its third season on ITV
LIKES
#Downton regularly trended
on Twitter in the Top 3 on @DOWNTONABBEY I
Sunday nights and globally
during transmission peaks.
LOVE THESE QUOTE PICS
YOU'RE DOING :)
SPELLINGWITCH @SPELLINGWITCH
www.twitter.com/downtonabbey
www.facebook.com/downtonabbey

14. Social Media_
_Define goals of campaign
_Identify platforms
_Set KPIs
_Write Social Media Plan
_Create content skeletons
_Dynamic message calendar
_Budget for sponsored campaigns

15. Social Media_
_ Reserve your accounts early as possible during pre-
production
_ Use for casting by piggybacking on Broadcaster account
_ Establish editorial voice in keeping with brand
_ Upload ancillary content such as behind the scenes stills,
videos, tips, music details etc
_ Link your presenter, cast etc profiles and accounts to yours
_ Get presenter/cast retweeting and sharing messages
_ Create 2Screen experience during TX with Twitter and
Zeebox
_ Understand usage: Twitter for real time, Facebook is a place
to go
RESOURCES
• http://www.tweetdeck.com/ - Allows multiple accounts at a time
• https://dev.twitter.com/media/twitter-tv - Twitter on TV best
practice
• http://developers.facebook.com/ - Resources for Facebook
developers

17. Facebook_
_Keep updates short & sweet. No more than two sentences.
_Ask for action. Pose a question or suggest viewers click
“Like”.
_Post no more than two status updates per day. Track what
times of the day your fans are most active, and post then.
_Facebook and its members love rich media. Think hard
about ways to incorporate photos and videos into your
newsfeed.
_Don’t be afraid of a little controversy. Ask polarising
questions – it provokes interaction.
_Be human! People come to Facebook to interact, not buy
your product.
_Repeat Yourself: Identify the topics and types of media that
your fans engage with most, and repeat regularly.
_Answer comments and Wall posts, show you care.

19. Twitter_
_Tweet in your unique voice and give insider perspective
helps establish your voice and authority.
_Use hashtags: Groups Tweets around a topic or
conversation.
_Live-tweet: Draws audience in, encourages tune in
_Break news: Tweeters want to be the first to know. Control
announcements.
_Share special content and give unique access: Share
content that can't be found anywhere else fot real-time buzz
and RTs.
_Add photos: Easy to share, viewed easily on web and
mobile.
_Reply & ask questions: If your followers ask you a question
that you can answer, respond!
_Mention other high-profile accounts: If your co-stars, or
peers are on Twitter, @ mention them to start a public
dialogue.

21. Campaigns_

22. Campaigns_
_Use oxygen of film and television to affect change
_Have a specific and measurable goal
_Plan campaign life cycle and legacy
_Multidisciplinary team will need story tellers,
activists, publicists, fundraisers, technologists etc
_Good examples: Fish Fight, One app, Property
Scandal

23. GREAT BRITISH
PROPERTY SCANDAL
Web App, Social Media
One of Channel 4’s most high profile
projects of 2011/2012, The Great British
Property Scandal was an online
campaign, website, mobile app and
social media project co-produced with
Tiger Aspect Productions.
The Project Factory worked closely with
Tiger Aspect to create an online
campaign with more than 118,000 sign
ups to help fill Britain’s
empty homes.
Visitors reported empty homes online
and via their iPhone. They searched for
the number of empties in their area and
discovered how many people were on
Housing Waiting Lists.
Resulted in £17m in Low Cost Loan
Funds introduced in England, Scotland
and Wales. Thousand of homes brought
back into use.
www.channel4.com/propertyscandal

29. Apps_

30. Apps_
_ Decide on whether iOS, Android, Blackberry,
Windows Mobile
_ Partner with reputable app developer
_ Negotiate terms for revenue
_ Apple/Google Play take 30% upfront
_ Consider use, could you have a mobile optimised
site instead
_ Create wireframes, user journey with developers
_ User test across all devices
_ Publish and support
_ Consider ongoing updates
RESOURCES
• http://www.appdata.com- View data on existing apps
• https://testflightapp.com/ - Share apps when in testing phase to approved
group

31. HOW TO START A
REVOLUTION
iPad App & Website
How to Start a Revolution is a multi award
winning documentary following the work of
2012 Nobel Peace Prize nominee Gene
Sharp, the world’s foremost expert on
nonviolent action. This groundbreaking app is
a touch activated documentary embedding
analysis, extra video and satellite mapping
with four of
Gene Sharp’s key books.
For the first time, the iPad
brings together an award winning film and
books which have helped nonviolent activists
change the the world.
A Revolution Monitor fuses Google Earth
with curated Twitter streams from more than
40 countries. Part educational resource, part
immersive experience – this app is an
essential toolbox of resources for activists
and all those interested in democracy and
the abolition of violent conflict.
http://www.howtostartarevolution.com/

34. Q+A

35. The Project Factory
www.theprojectfactory.com
London Sydney
Office: Office:
43 Charlotte Road, Suite 305
London, 50 Holt St Surry Hills
EC2A 3PD NSW 2010
Telephone: Telephone:
+44 (0) 203 397 4126 +61 2 9698 1458
@wearetpfuk @wearetpfaus