Transmedia can take many different forms and can require highly varying budgets, some of which are unattainable to smaller brands and many creative projects. In this session, we will be exploring some grassroots transmedia initiatives for brand and storytelling properties, what we have learnt from them and what has made them successful. Our goal is to explore how we can all build digital and transmedia elements into our properties, no matter the budget that we are working with, by looking for creative solutions, learning to recognize the pitfalls, identifying which areas to place value, and understanding how to find and build audience. We will explore questions like, where to start, what to consider, and what makes one project successful in the digital / transmedia space where another fails (no matter the budget)?

1. Bringing Brands & Stories to Life
Through Transmedia Creativity
A Talk by @EricaHargreave

2. Transmedia can be fun, thought-provoking &
inspiring, but it doesn't have to be expensive.
With vision, clear goals, creativity &
hard work it can be managed on
budgets of all sizes.

3. @EricaHargreave
Now
 Digital / Transmedia
Storyteller & Strategist
 University & College
Instructor
 Mainstream Media Writer
Then
 Creative Producer
 TV Star
 Scientist
Provoking Thought, Inspiring the Imagination
& Bringing Stories to Life

4. The Triple Threat
Transmedia-Style
 Hardworking
 Creative
 Not Afraid of a
Challenge

5. The True Secret to Success:
Cohabit with a cat who will do her own stunts.

6. @EmmeRogers
a case study in transmedia character storytelling

7. Sashaying Her Way into the Digi Verse

8. Strutting Her Way Into Real Life

9. Our Goals for Emme
In Business
 To build Emme as her own author;
 To experiment in the digital space;
On the Personal Side
 To empower women;
 Champion the arts & charitable initiatives;
 Get people thinking & laughing.

10. What We Learned From Emme
 Men need just as much empowerment as women;
 Adults need a silly outlet that makes them laugh;
 Brands, TV series, web series & magazines were
approaching us to be a part of Emme's stories;
 People buy stuff that Emme talks about;
 Emme has commercial value, because she has a
relationship with her audience & they trust her.

11. Owning Emme's Mistakes
We all make mistakes in
life & Emme is no
different with both the
wardrobe choice &
behaviour here.
 Acknowledge them,
 Learn from them,
 Apologize when
necessary, and
 Move forward.

12. Taking Our Adventures Roamancing

14. Fiction Meets Reality

15. Built It & They Did Come

17. December 17, 2011 – Cairo, Egypt

18. December 17, 2011 – Cairo, Egypt

19. December 17, 2011 – Cairo, Egypt

20. Quantitative & Qualitative Metrics
Twitter Reach:
Facebook Reach: 14,000+
Monthly Blog Reach: ~100,000 unique
visitors

21. “Thank you so much for the documentation of your
travels! I just randomly stumbled upon your page.
My husband is from Upper Egypt (8 hours south of
Cairo) and currently we are living here in the
United States. He is dying to go back to visit his
family and for them to meet me (and or course
vice versa), but I have been hesitant due to the
media’s portrayal of the “chaotic and dangerous
Egypt.” Your blog was so refreshing and has
played a huge role in convincing me to not be
afraid and experience visiting Egypt. Thank you!”
~ Kim

22. The Roamancing Strut

23. Shawn & Shawnee Rockett:
A Character Case Study in Disseminating Research
In order to share the research in
a large pdf on how Canadian
Youth were using web,
mobile & accessing their
entertainment, the Shaw
Rocket funded created two
young producers intent
sharing the research through
social networks & on
engaging the Canadian Film
& Television Industry in
debate around the future of
media.

24. Dust Up TV:
An Example in the Importance Of Audience Building
What's a TV Show to do with a
limited budget & marketing
support, a short window &
one of the worst air times of
the year?
Target their budget at some
intensive digital audience
building, so much so that the
morning after the Premiere,
rumour has it the powers
that be are drinking
champagne out of their
shoes.
From the TV Series Dust Up

25. Compelling Content
(or in this case quirky)

26. Pitfalls to Avoid:
Ego & Disrespect for Audience
A marketing company invented
this character, Gaston, during
Vancouver 2010, & although
they succeeded in attracting a
lot of immediate attention,
they so at the expensive of
the general public, took credit
for others accomplishments &
began spamming their
audience once the Games
was done. As a result, they
lost their audience & no
longer exist.

27. Pitfalls to Avoid:
Know Your Audience
If you have created a
web series for
tweens, then target
them not their
parents. Find out
what makes them
tick, where they hang
out online & create
content that will
engage them.
From the Web Series, Ruby Skye PI

28. Pitfalls to Avoid:
Flashy & Micro-Managed

29. Pitfalls to Avoid:
No Community Management or Engagement

30. Whistler Sabbatical Project:
Great Concept & Prize

31. Whistler Sabbatical Project:
Fun, Compelling Story Bites

32. Whistler Sabbatical Project:
Easy to Enter & Share, Creating Excellent Audience

33. Whistler Sabbatical Project:
Great Real World Experience

34. In Summary
 Be Creative
 Know, Engage &
Respect Your
Audience
 Value the
Management of Your
Community
 Approach with Ethics

35. Thank You!
I'd love to continue the conversation. Connect with me & Ahimsa Media's
properties at:
AhimsaMedia.com / Roamancing.com / EmmeRogers.com
Twitter: @EricaHargreave / @AhimsaMedia
@Roamancing / @EmmeRogers
Facebook: /AhimsaMedia /Roamancing
LinkedIn: Erica Hargreave Email: erica@ahimsamedia.com