Audience in the Digital Age and Viral Content

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Name of lecturer(s):

Learning outcomes of the course unit:

-

Mode of study:

Prezi presentation and online access to the keynote

Prerequisites and co-requisites:

none

Course contents:

: An audience approach of transmedia storytelling and multiplatform strategies to disseminate content, build up paywalls and benchmark convergent media projects.

MORNING:

THE AUDIENCE TRILOGY

PART I ? O?AUDIENCE, WHERE ART THOU? (60 min)

Where is the audience in the digital age? Redefining the concept of those formerly known as an audience helps content creators to understand the multi platform space where transmedia storytelling and cross media marketing are the new keys to content dissemination. The difference between transmedia and cross media storytelling.

PART II ? AUDIENCE, WHO ARE YOU? (80 min)

1 - Forget about the concept of niche and restricted target audience to embrace the crowd as a whole receptacle of audiovisual works. Who is the crowd and how should we write content for that diversified entity? What are the behaviors and the natural instincts of the digital users? Are there any predictable triggers that one could feature within a project to increase its crowd outreach? Slicing the crowd in 5 profiles each obeying to one single keyword.

2 ? Providing a benchmarking method to analyze the success and the failure of cultural / entertainment case studies. The 7 deadly sins of the digital users or how technology is nothing but a never ending stack of evolving digital layers on top of the same human nature that has remained stable since the dawn of creation.

3 ? Understanding paywalls and learning how to build them up without disengaging the crowd.

PART III ? CASE STUDIES: THE PATH TO CREATIVE BUSINESS MODELS (40 min)

The concepts and keywords introduced in part I and II are applied to recent case studies for the most part out of the box of cinema strictu sensu. Understand the practicality of those concepts and their direct impact on the crowd when it comes to creation, distribution and marketing.

AFTERNOON:

DO YOU NEED SICK STRATEGIES TO SPREAD VIRAL CONTENT? (60 min)

Breaking down the notion of virality. What makes content travel? Understanding and activating word of mouth in the digital age. What steps should you climb to reach a viral effect? Sharing principles related to audiovisual works and practical examples.

PARTICIPATIVE WORKSHOP (60 min)

Benchmarking of projects brought by the participants, Q&A and/or live case study chosen among market examples.

Recommended or required reading:

-

Assessment methods and criteria:

100% attendance on the seminar and working on the assigned projects

Course web page:

Note:

Domenico La Porta is a man of many hats. He?s a movie critic (tv host @ RTBF), an industry journalist (Editor of CINEUROPA.org) and a Transmedia producer (with his company KWEB). He is also the head of Transmedia at WALLIMAGE, the Belgian economical film fund investing in multi-platform story developments. As a Transmedia architect, Domenico has shaped multi platforms story worlds around films such as The Suicide Shop, Ernest & Célestine, Mood Indigo, Cub (?) and the upcoming animated series URBANCE that raised $300,000 thanks to a strategic crowdfunding campaign successfully ran across october 2014. Domenico is currently writing the multi-platform script of Urbance and developing TALION, a tv series with Transmedia developments based on his own original concept.

Domenico is also an international consultant in multi-platform architecture, social media, community building and cross-media strategies for the audiovisual sector. KWEB has worked with companies such as Supercell (Clash of Clans), Ustwo (Monument Valley), Studio Canal (Ernest & Celestine), Warner Brothers (Harry Potter) and is now developing an upcoming gamification app with the support of the MEDIA programme of the European Union.

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