Kirsty Hunter, UK MD of The Project Factory's 2 hour workshop from X SUmmit 2012, in Toronto, Canada. More on us at: www.theprojectfactory.com

1. How to be a Super Producer

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
_Teach about Multiplatform at Indies Training Fund

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

9. Agenda_
_Super Producer and Multiplatform
_Examples
_Pick’n’Mix Exercise
_Planning
_Production
_Scheduling Exercise
_Commercialisation

10. 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, Connected _Producing
TV, Apps
_Video Editing
_Project Managing
_Community Management
_Social Media Producing
_Specifications
_Idea Development

11. 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

12. Super Producing_
_Multiplatform is anything involving
more than one platform ie. TV, Web,
Mobile, Social, Games, Tablet,
Connected TV
_Audience is multi tasking, looking
for multi-screen experience
_Demanding content when they
want it, how they want it
_The new super producer must be
able to develop ideas and deliver for
all platforms

13. TV Movie

14. Book TV Movie DVD Merchandise

15. Game App Website
Book TV Movie DVD Merchandise
YouTube Twitter feed Facebook Group
Channel

16. Virtual World Podcasts Map
Game App Website
Book TV Movie DVD Merchandise
YouTube Twitter feed Facebook Group
Channel SMS MMS

17. Virtual World Podcasts Map Poetry
Game App Website Play Lecture
Book TV Movie DVD Merchandise
YouTube Twitter feed Facebook Group Radio
Channel SMS MMS Campaign Music
Tour Partwork Exhibition Magazine
Event Phone line Competition Video
Infographic Interactive Billboard

18. Example_
http://www.channel4.com/programmes/the-plane-crash/articles/online-check-in

19. Example_
http://wearetelegraphhill.com/2011/11/24/hollyoaks/

20. Example_
http://youtube.com/youdrive

21. Your Favourites?_

22. Planning_
_ Ideas first, execution second
_ Start with human behaviour, what can help you in your life?
_ Nobody knows, don’t be intimidated by geekiness
_ Respect technology
_ Feasible vs Good ie. don’t do it just because you can
_ Tools
_ Moodboard
_ Wireframes
_ Mockups
_ Site Maps
_ User Journey
_ Platform Map

23. Moodboards_
_ Collect pictures, sites, fonts, ideas
that relate to your project
_ Work with designer to clarify ideas
_ Select a range to appear on your
mood board
_ Assemble in Adobe Photoshop or as a
presentation in Powerpoint or
Keynote
_ Start a Pinterest www.pinterest.com
RESOURCES
• www.pinterest.com - Need an invitation to create account
• www.adobe.com/downloads - Free 30 day Photoshop CS5 trial

26. Wireframes_
_ Create on paper first
_ Use Powerpoint or Keynote to create
_ Easy to use libraries such as
Keynotopia, Keynote Kungfu
_ More professional software such as
Axure which outputs HTML
_ Or work with designer, user experience
expert who will create for you
RESOURCES
• www.keynotopia.com - $49
• www.keynotekungfu.com - $12
• www.axure.com - Free 30 day trial

28. Site Maps_
_ Decide on the
pages in your
website/app
_ Start on
paper
_ Decide on
main
navigation
_ Arrange into
site sections
_ Account for
all pages

29. User Journey_
_ Think about how your
audience will experience
your content
_ Chart a typical user’s
journey through the
content
_ Show different entry
points
_ Be ready to talk about your
exit strategy
_ Can be charted or done
with images such as
photos

30. Platform Map_
_ Similar to User Journey
but this maps your
platforms
_ Brand is always at centre
_ Platforms as satellites
around brand
_ Can show how they
correlate
_ Demonstrates how
audience engage with your
brand

31. Exercise_Pick’n’Mix_
_Goal: Conceive a multiplatform
format
_Create lists of SUBJECTS, GENRES
AND PLATFORMS
_Break up in to small groups
_Pitch to group

32. Pitches_

33. Top Tips_Production_
_ Multidisciplinary teams
_ Share assets across all platforms including people and editorial
_ Physically locate teams near each other
_ Have one senior staffer across all platforms
_ Regular project meetings with all stakeholders
_ BaseCamp or similar project management space
_ Joint briefing of third parties i.e. Titles, Graphics, Archive
_ Clarify sign off process i.e. overall executive in charge
_ No one platform is more important, all deadlines are created equal
_ Start with deliverables and due date and work backwards
_ Create workflow especially for post-production
_ Clear for all media in perpetuity for archive and get buyouts
RESOURCES
• http://basecamphq.com/ - Paid project management space
• https://docs.google.com/ - Free shared documents space

34. Writing for all platforms_
• TV • Games
Shooting Scripts
• • Non linear structure
• Paper Edits • Work with interactive writer
• VO • Cut Scenes
• Web • Audio
• Conversational • Social Media
• Informal • Create editorial voice
• Usability ie. Click here for • Informal
more on XXXXX • Helpful
• Eyeline on page • Sharing
• Mobile Apps • Concise ie. 140 characters
• Concise on Twitter
• Instructional
• View on Mobile sized screen
RESOURCES
• http://www.useit.com/papers/webwriting/ - More on Writing for Web,
Mobile, Social Media from usability guru Jakob Nielson

35. 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 show’s brand
_ Upload ancillary content such as behind the scenes stills, videos,
fashion tips, music details etc
_ Link your presenter, cast etc profiles and accounts to yours
_ Get presenter/cast retweeting and sharing your series messages
_ Create 2Screen experience during TX with Twitter and Zeebox
_ Understand usage: Twitter for real time, Facebook is a place to go
_ Do take the Channel’s compliance and social media training courses
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

37. 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.

39. 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.

41. Apps_
_ Decide on whether iOS, Android, Blackberry, Windows
Mobile
_ Partner with reputable app developer
_ Negotiate terms for revenue
_ Apple take 30% upfront
_ Android app stores are the “Wild West” not as much
revenue
_ Consider use, could you have a mobile optimised site
instead
_ Create wireframes, user journey with developers
_ User test across all devices
_ Usually broadcaster is the publisher in iTunes
_ 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

42. Preditors_
_Producing – Learn everything you can about project
organisation, budgeting, directing talent and, in general,
running an efficient location or studio shoot. Consider
shooting on Canon 5D or HD so can screen grab stills
_Production/camera – Learn to be a one-man-band on
location and in the studio. If you have a crew – great. But,
you personally need to understand lighting, sound and
the basics of cinematography. With the new file-based
technology, this includes camera-specific data wrangling
functions
Source: Oliver Peters, http://digitalfilms.wordpress.com/2011/05/13/rise-of-the-preditor/

43. Preditors_
_ Editing – Learn Final Cut Studio inside and out. Don’t stop at
editing. Make sure you know how to use Color for grading
and Soundtrack Pro for mixing and Compressor for
exporting.
_ Finishing/graphics – Since After Effects is the tool of choice
for many, you really need to understand how this application
works and how to get from FCP to AE and back.
_ Encoding/delivery – This is the last stage and more delivery
is file-based than ever before. You no longer have a
duplication technician or VTR operator to fall back on. It’s
just you. So this means you need to understand how to
encode for the web, DVD, Blu-ray and various other client
deliverables.
Source: Oliver Peters, http://digitalfilms.wordpress.com/2011/05/13/rise-of-the-preditor/

44. Post Production Workflow_
_ Spend time at the start of the
project planning workflow
_ Consider end deliverables
_ Operate off EditShare or similar
_ Share projects
_ Test encodes for client
_ Send via wetransfer or Dropbox
for review
RESOURCES
• www.sorensonmedia.com/Squeeze - Encoding software
• www.apple.com/finalcutpro/compressor/ - FCP friendly encoder
• www.wetransfer.com - Send clients files up to 4gb
• www.vimeo.com - Create private Vimeo accounts for clients

45. 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

46. Scheduling Exercise_
Take
individual
platform
milestones
and place
on
Production
Timeline

47. Scheduling Exercise_

48. Commercialisation_
There are only two people who will pay
for your content;
your audience and
those who want access to your
audience

49. Commercialisation_
_Digital and social media are known for their fragmented
and multiple revenue streams
_ If you have less than six revenue streams for your
content, you are probably missing out
_ There are two ways to generate revenue:
1. Getting the audience to pay for content
2. Giving away the content, getting a third party to pay.

50. AUDIENCE PAYS
Audience Pays_
Transac'on) Subscrip'on)
Online& For&access,&to&own,&to& To&access,&to&listen/view,&to&
download,&to&listen/view& get&updates&or&specials&
Mobile& Apps&sales& Songs/album,&updates,&
Content&sales& Ongoing&releases&
Games& To&access,&to&own,&& Access,&rent,&&
to&upgrade& membership&
Social& Membership&(access)& Ongoing&access,&&
Specials,&early&release& special&news/updates&

51. NON-AUDIENCE PAYS
Non Audience Pays_
Sponsorship) Adver.sing) Affiliate) Infomediary)
Online& Best&model.& Works&at&high& Easier,&adds& (Can&be&seen&as&
Works&well&for& volumes&of& benefit,& sleazier)&&data&
niche& viewers/linear&& controllable& driven&
Mobile& Very&good.& Growing,&good& Closed& As&above&
Needs&audience& response&rates.& ecosystems,&
awareness& Limited&real& mCommerce&
estate&
Games& Good.&MulJple& Ok,&but&need&to& Good&–&notably& Data&can&be&
possible.& show&benefit& for&other&games& interesJng...&
(oKen&ignored)&
Social& Less&trusted&but& Volumes&drive& OKen&through& See&Online&(a&bit&
works&for&niches& success,&but& adverJsing&or& sleazy)&
response&low& social&games&

52. Q&A

53. Kirsty Hunter
Managing Director (UK)
The Project Factory
Email: kirsty@theprojectfactory.com
Web: www.theprojectfactory.com
Twitter: Kirsty_Hunter