Jul 272011
 

OK not really a Dummies guide as there are some complex elements in here,  but one has to use whatever memes are in vogue 🙂 A few weeks ago I was commissioned by Screen Australia to write a very basic structure & guide for producers relatively new to multi platform content to structure & document their propositions, after they have developed the ‘audience centric’ concepts. This has just been published on the Screen Australia site as a digital resource for those needing to document projects for transmedia productions.

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Apr 202011
 

Not sure what I have been drinking but last two posts are drawing from probably the oldest shared story and one that has been distributed across more media platforms than any other story – I quote from one of the earlier ‘chapters’:

Behold, the people is one, and they have all one language; and this they begin to do; and now nothing will be restrained from them, which they have imagined to do. 7 Go to, let us go down, and there confound their language, that they may not understand one another’s speech. 8 So the Lord scattered them abroad from thence upon the face of all the earth: and they left off to build the city. Genesis 11:1-9 – via Wikipedia

WHAT DO ‘NORMAL’ PEOPLE CALL THIS ‘NEW’ STUFF?

The world of fragmented media is constantly evolving and finding words to describe this new ecosystem of form will also constantly evolve. If a ‘normal’ person is in the cinema they say they are “watching a film”, in front of the box they are “watching TV”, sat around a Monopoly board “playing a game”, holding printed paper “reading a book” – but what do we ‘they’ call that thing that combines all of these? If these were ‘not’ normal people then a wide range of people asked to comment on a cool ‘????’ service might look like –

Celebrating the Multi-Platform Tower of Babel

As an industry (digital, interactive, multi-platform, transmedia?) we have not provided normal ‘users’ with a term they can use. The other 6 billion people on this planet are not going to call the services that ‘combine’  or utilise the use of media platforms, any of the above names, any time soon – so we need to get back to the drawing board folks.

If this were sport and we had just invented a sport that combined ten of the Olympic Track and Field events what would we call it? What about a sport that mashed together swimming, cycling and running in a sequential narrative, what would that be called? More importantly what would we hope the spectators would call it.

WHAT DO CREATORS CALL THEIR EMERGENT ‘STUFF’?

As I have mentioned in many previous posts, even creative ‘new’ story producers working on new channels, new platforms and for new user audiences are struggling to agree on a definitive term. A term that actually makes sense for them and their industry ‘tribe’. There are other problems. New emerging producers struggle with what to call their new ‘role’. Depending on which ‘culture’ you come from you will have a different word for exactly the same thing. This thing being ‘stuff’ made on all these new and old distinct platforms. ‘Stuff’ in this context is not specific and represents a pot pourri of utility services, stories, marketing etc:

But alongside this search for a ‘meaningful’ term, we have impatient wannabees screaming “forget all the semantic waffle and lets get on with making it”. But what are we making? Please explain! ‘carefully designed story elements across multiple platforms’? Is that it? Is it about widgets, services, entertainment, money, art, kool-aid, social change, advertising or all of the above? We are in an exciting emergent period of change, of ‘hybrid’ platform story telling yet settling on a specific term such as ‘transmedia’ or any of the other 10 or so contenders to describe it all is very odd.

But here is the problem in a nutshell.

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Oct 112008
 

There have been a few lists published in blogs and mags recently attempting to filter out the most reputable marketing and/or media Australian blogs but which one should we pay most attention too, if any?

I was surprised when this (personalizemedia) ‘rather personal’ intermittent blog appeared 9th place on the local Australian Adspace’s list back in June but even more surprised when it charted in the top 250 on the international AdAge Power 150 Marketing and Media list. Things have gotten a little more confusing as there is now another list compiled by BandT marketing magazine, based on AdSpace’s list which itself is based on AdAges.

Julian Cole (AdSpace) has further created an updated second list which is already different from the one published a week earlier in BandT, includes a new metric and also now includes Australians working overseas (vs just those based on these shores). But I am not going to delve into any of the politics but rather wonder what the purpose of these lists are really for? Independent voices promoting themselves, a resource for local Australian companies looking for good social media advice or just plain vanity on the part of those (like me here and now) bleating on about it?

Regardless I have created another list, but this time a direct lift of the top ten Australian ‘registered’ media and marketing blogs on AdAge’s Power 150 – if they are good at marketing then they should be on this list. AdAge has had a consistent nine categories of measurement vs other lists that are in flux. They are:

  1. Todd’s Rank
  2. Yahoo Inbound Links
  3. Technorati Rank
  4. Technorati Inbound Blogs
  5. Technorati Inbound Links
  6. Collective Intellect Rank
  7. Alexa Traffic
  8. Bloglines Subscribers
  9. Google Page Rank

So without further ado these are the top ten Australian media and marketing blogs as at mid Oct 2008 – I include their overall international position to aid reputation assessment internationally.

1. ProBlogger – Darren Rowse

“Blog Tips to Help You Make Money Blogging”

AdAge Power 150 Position (Oct 08): 6

2.Bannerblog – Ashley Ringrose

“Where Banners Click”

AdAge Power 150 Position (Oct 08): 76

3.AcidLabs – Stephen Collins

“Strategies, Tools and Processes to Empower Knowledge Workers”

AdAge Power 150 Position (Oct 08):132

4. Servant of Chaos – Gavin Heaton

“There is much to write and much to read … we are essentially living in a world of chaos.”

AdAge Power 150 Position (Oct 08): 133

5. Social Network Marketing – Laurel Papworth

Online Communities & Social Networks are changing the way our society interacts, at a local, Australian & global level. Participatory journalism & user generated content provide us with the mechanism to observe, record & dissect the changes. Marketing & P.R. are changing. Interesting times bring interesting discussions – the DIALOGUE is the CONTENT!

AdAge Power 150 Position (Oct 08): 137

6. Young PR – Paull Young

“Discussing issues affecting PR Students and New Practitioners”

AdAge Power 150 Position (Oct 08): 147

7. Get Shouty – Katie Chatfield

“This blog is a celebration of: being passionately wrong; being fearlessly right; allowing authenticity to shine; the fold over funny; and, above all, the power of not taking yourself too seriously.”

AdAge Power 150 Position (Oct 08): 207

8. Better Communication Results – Lee Hopkins

“Innovative and passionate communication for innovative and passionate communicators”

AdAge Power 150 Position (Oct 08): 223

9. Personalizemedia – Gary Hayes

“The Digital, Personalized You in Immersive Media Worlds.”

AdAge Power 150 Position (Oct 08): 233

10. Adspace Pioneers – Julian Cole

“Julian Cole”

AdAge Power 150 Position (Oct 08): 305