LAMP’s Gary Hayes created, posted & paged (on his top 5 Australian AdAge blog, Personalizemedia) this simple flash app a few weeks ago to demonstrate the tsunami of content, communication and commercial activity across Social Media, Mobile and Games. The widget, embedded below, rather ironically went viral itself as it is was linked to from Wired, Guardian, other major sites and was re-tweeted over 2000 times which generated a reach around 15 million! It is now embedded in over 450 sites (over 150 shown in the video below the counter) and Gary is keeping it constantly updated with the latest stats across the 40+ metrics.
AFTRS in conjunction with the IGDA Sydney are running GameJam 09.
An interactive event by gamers for gamers – a day of playing, learning about and making games. Come be a spectator, play to win, or get involved in the creative jam session. This free one day event features gaming competitions, seminars, networking and creative activities. The JAM starts with a gaming forum where anyone can register to be a presenter – share YOUR latest discoveries, opinions & ideas for games and virtual worlds. The JAM ends with a workshop & competition – where creative teams engage in a battle of ideas & rapid game-design, with prizes for best pitch!
LAMP has been an integral part of the interactive cross media & digital curriculum at AFTRS for the past four years. As well as its external facing activities works closely with all aspects of social and cross media in the Graduate Diploma for Directors & Production students, Foundation ‘Creating Experiences and Designing Worlds modules’ and MA specialist courses in Virtual Worlds, Social Media and Games.
Next year there are some great Graduate Certificate courses starting and LAMP will be very active in the Multiplatform and Games & Virtual Worlds offerings and recommend you to pass these around. More info here:
THE SOCIAL MEDIA CAMPAIGN: CONNECTING & CONVERSING WITH YOUR AUDIENCE COMMUNITY
Social media has exploded over the last 3 years, the scale of this phenomenon means no one can ignore it anymore. For example mid 2008 there were over 113 million blogs, 200 million active Facebook users & over 1.1 billion twitter messages. Today over 346 million read blogs and another 130 million watch YouTube videos, daily. But it is the time spent using social media that tell a more significant story. Facebook users logged 13.9 billion minutes on their site in April 09, MySpace 5 billion minutes and the new kid in town, Twitter logged 300 million minutes. According to a Nielsen study, total minutes spent on social networking sites has increased 83 percent year-over-year. Learn how to connect and be involved in this social revolution.
A two part event:
- The three hour seminar will introduce you to the most successful online marketing case studies, promoting content, brands and events online and will demonstrate a range of community building techniques
- The one day workshop will be intimate hands-on training in how to use a variety online social tools to connect to and grow audiences around ‘your’ niche areas, whether production, event, brand or service
Both days are suitable for creatives wanting to generate interest in their work, marketing departments needing to understand this new environment and any one wanting to understand, promote themselves and grow online communities
Aimed at anyone who wants to promote themselves, their product or creation into communities. This seminar led by Laurel Papworth looks at the latest techniques of marketing yourself online through engaging with online events, social networks and DIY social media and the workshop will examine case studies of successful producers and creators doing it for themselves.
- Martin Walsh – Head of Digital Marketing Microsoft & Independent Film Actor & Producer “Long Tan” + ARGs (42 entertainment)
- Danielle Warby – Online Marketing Coordinator the University of Sydney
- Geoffrey Emerson – MD of The Prosperity Principal – Sydney Experiential, Digital, Social Media, Design and Video production
- Laurel Papworth – Australia’s leading Social Network Strategist and communities manager
- (intro) Gary Hayes – Director LAMP and CCO MUVEDesign
A workshop looking at how to understand the new audiences, build traffic and loyalty that goes way beyond creating a Facebook group or uploading a trailer onto YouTube but looks at a multitude of techniques of engaging through online events, real time conversation, socializing content and personal or corporate brand building. Some of the key aspects of the Social Media Campaign to be explored are described by Laurel below from her blog
- Get involved, read what’s out there, source top bloggers, forums, bulletin boards, Twitterers, Digg fanatics and Facebook discussion groups – read and understand them.
- Create – or better yet, find – social media assets you didn’t know you already had. Powerpoint presentations from the shareholder meeting? Put ‘em up on slideshare. FAQ’s and Customer Service Tip sheets? Put them in a wiki or a blog post. That sort of thing. Don’t waste money on made-for-web ‘viral’ crap. It’s useful, not buzzy stuff that social media wants.
- Discuss – any campaign you create that is not discussed in social networks, doesn’t exist.Make sure the tools for discussion exist, don’t lock it down with pre-moderation and pdfs.
- Promote – use distribution, not content networks for promotion. That would be Facebook, Digg and the like (you can’t blog on those sites, they are not for Citizen Journalist, but for Citizen Editor). Better still, offer widgets for customer to customer promotion.
- Measure, analyse, get your metrics. Which ones are meaningful? A top blogger blogging or a Facebook group discussing? Hits to your web page or increase in Technorati keywords?
By the end of this workshop participants will have had the opportunity to learn about:
The online ecology of social networks
Techniques to distribute your content as widely as possible to a global audience
Planning and staging a campaign which has maximum impact and reach
Building loyalty and community with an online audience
About Laurel Papworth
Led by Laurel Papworth who is a Power150 media blogger (global – AdNews) and in the top 3 media bloggers for Australia (B&T). She has been teaching for 20 years, mostly in the area of online communities and virtual communications. Laurel is the senior social media strategist in Australia, consulting to companies, not for profits and government departments in Australia, Asia and Middle East including:
- Middle East Broadcasting (Dubai/Saudi Arabia) – Channel MBC4
- Telecom New Zealand
- Fairfax: RSVP Dating Community
- Sony Corporation
- Universal McCann Erickson WorldWide
- CHANNEL TEN: including Australian Idol community
- Sulake: Makers of Habbo
- Macquarie Leisure
- Macquarie Media
- New Holland Publishing
- Australasian, Performing Right Association (APRA)
- MySongcast.com unsigned bands community
- Australian Businesswomens’ Network
- Pink Sofa online community
- ABC Australia
- National Archives of Australia (gov)
- Department of State and Regional Development (gov)
- Department of Primary Industry (gov)
- Australian Film Television and Radio School (edu)
- University of Sydney (edu, public)
- University of Western Sydney (edu, Masters program).
NOTE – TO BE RESCHEDULED IN NEXT TWO WEEKS:
LAMP ‘STATE OF PLAY’ SEMINARS
Profiling successful case studies, people and the latest techniques across multi-platform social media.
PRICE – FREE: Themed seminars running on the last Wednesday of every month at 5.30 – 6.30 pm
PLACE: No need to register just turn up to the main Theatre at AFTRS, Sydney (directions)
DATE & TIME: TO BE RESCHEDULED May 2009 – 5.30 – 6.30
MASSIVELY MULTI-STORYTELLER WORLDS: The Drama of Game Worlds
Virtual worlds are now populated by 900 million players globally with many spending more time in them than their real lives. The demographic of these fantasy and also very representational online games has shifted to being much more mid 30s and nearly half female. For example the stories in the largest online game (62% of the market) World of Warcraft reaches over 11 million people every week and players become the heros in nearly 16 million separate quests per day!
Key MMOGs looked at include: Warcraft, Star Wars Galaxies, World of Warcraft, Everquest, Never Winter Nights, Lineage, Eve Online, Second Life, Habbo Hotel, PS3 Home, There.com, Lord of the Rings Online, Warhammer, City of Heroes, Age of Conan & Runescape
This ‘State of Play’ seminars looks at the range of stories being created in this new type of pervasive entertainment that exists inside social and game worlds. It will focus on the drama being created by these full time role players, the hundreds and thousands of quests and back stories across a range of MMOGs and the opportunities for traditional writers to engage in this popular medium.
- Laurel Papworth (Social Network Strategist & Games Moderator) – Community Stories: World of Warcraft & other MMORPGs
- Gary Hayes (AFTRS LAMP & MUVEDesign) – Overview of MMOG Story Environments & Dramatic Roleplay in Custom Social Virtual Worlds
- Ian Brown (Leading CG artist) – The Character Driven Game Story
VIRTUAL STORY: THE ART AND CRAFT OF MACHINIMA
Three hour seminar – Thurs 14 May.
Full day workshop – Fri 15 May
Machinima is a dynamic new form of storytelling that will be explored in a seminar and interactive workshop at AFTRS this week. This unique event will feature leading international experts speaking about the exciting future of this new form which utilises games and virtual worlds as new tools of filmmaking.
Games and virtual worlds are now being used as creative tools to make a wide range of films from horror genre, comedy to corporate training and education. YouTube, Machinima.com and scores of other video portals are filled with thousands of examples of these new forms of virtual storytelling. Some are now even being commissioned by mainstream TV such as NBC aired a CSI episode in 2008 integrating machinima made in Second Life and HBO recently acquired the machinima series ‘Molotov Alva’.
Speakers featured include:
- Gary Wiesneski, who has pioneered SLCN.tv, the world’s first TV network that broadcasts live from the virtual world reaching over 1 million viewers and from July it will be in high definition on treet.tv.
- Mark Strong from Wandering Eye Pictures will also speak about recent machinima projects he has completed for Sony to promote the Ressurrection 2 game for PS3 platform.
- An exclusive interview with leading machinima producers Ill Clan. Writer/director Kerria Seabrooke, cinematographer Paul Jannicola and producer Frank Dellario have been described by Wired magazine as ‘machinima masters’ and give unique insights to how they create their award winning work.
- Gary Hayes, leading Virtual World creator, put this together inspired by the growing audience for his own machinimas which have achieved hundreds of thousands of views online. More at: http://www.youtube.com/user/hayesg01
- Jim Shomos who, with Kenny creator Shane Jacobson, have pioneered MOGIE or movie over game integrated entertainment in partnership with Ubisoft. More can be seen at: http://www.mordykoots.com
- Kathy Mueller, lecturer in Screen Content at AFTRS, who brings many years of experience as a screen writer/director to new forms.
Following the seminar a day-long workshop will be held on Friday 15th May to explore the tools and techniques of making machinima. This is a rare opportunity to gain insight into an exciting emerging form.
WORKSHOP: Those attending the workshop are encouraged to bring a 1-2 minute audio recording of dialogue between 2-3 characters to create the machinima to.
The seminar will explore the vast range of machinima made with console, PC and online games. It will also look at simple forms of film pre-visualisation now possible using games technologies. The intensive workshop will provide a hands-on introduction to the tools of machinima and the opportunity to work on a short project. Participants are encouraged to bring along a pre-recorded soundtrack (including voice and/or music) to use as the basis for their project.
Sign up now for the seminar only or for the full seminar and workshop program. Hurry, applications close soon!
CLICK TO APPLY: Workshop Fri 15 May 10 am – 5 pm (must attend seminar)
Presenters and workshop trainers include:
By the end of this workshop & seminar participants will have had the opportunity to understand the differences between the types of machinima engines (specialized software, previz tools, social virtual worlds, game-worlds and mods) and learn about:
- What makes compelling machinima
- The wide range of machinima styles being created around the world
- Insight into the engines and tools used to create machinima including: WoW, Second Life, Antics, Crysis, GTA4, Half Life, Halo, iClone, Movie Storm Unity, NWN, The Movies, Sims and many others
- Basic storyboarding and scripting techniques for machinima
- Global machinima community and other online resources
- Role playing and improvisation techniques that work in this new form
From a previous Machinima seminar called “THE VIRTUAL STORY”
Six half hour podcasts featuring SLCN.tv, Physical TV, Jackie Turnure, Gary Hayes and many more from the Film Making and Cinematic Experiences Using Virtual Worlds and Games seminar in Sept 2007 recorded live at the Museum of Sydney.
1 SECOND LIFE CABLE NETWORK – Gary Wisniewski. Gary discusses the technical and logistical aspects of making television in 2nd life. MP3 recording time 33:37 (11.7MB) Click to listen
2 THURSDAY’S FICTIONS – Karen Pearlman and Richard James Allen take you through the transition of their project, Thursday’s Fictions from the stage, to the page, to the screen and now to 2nd life. MP3 recording time 30:42 (10.6MB) Click to listen
3 THE STORY ENVIRONMENT – Gary Hayes talks about virtual spaces and the collaborative nature of creating stories within them. MP3 recording time 33:37 (11.3MB) Click to listen
4 CREATING PLACES – Kit Devine a lecturer in 3D at AFTRS talks us through her phd project, a virtual version of Sydney’s Rocks area from 1788 to present, as an illustration of the difference between building places as opposed to spaces. MP3 recording time 16:23 (5.6MB) Click to listen
5 THE VIRTUAL FILM – Jackie Turnure. The art of Machinima – an evolution. Jackie takes us back 11 years to the beginnings of Machinima, (combination of Machine and Cinema) to look at how far things have come and where they might be heading. MP3 recording time 36:42 (12.6MB) Click to listen
6 GAME MEET FILM: PRODUCTION, SKILLS AND FUTURES – Panel “The Craft of Story Environment and Games” – A panel of experts moderated by Gary Hayes look at the production issues and future implications of combining the skills of filmmaking with games design with emphasis on machinima and virtual worlds. MP3 recording time 31:10 (10.7MB) Click to listen
All podcast presentations produced and presented by LAMP @ AFTRS.
Audio edited & processed by Gary Hayes. Podcast descriptions by Casandra Joslyn.
All LAMP podcasts are published through iTunes – click on the icon below if you have iTunes to subscribe now!
LAMP ‘STATE OF PLAY’ SEMINARS
Profiling successful case studies, people and the latest techniques across multi platform social media.
- FREE themed seminars running on the last Wednesday of every month at 6pm – 7pm.
- No need to register just turn up to the main Theatre at AFTRS, Sydney (directions)
Next FREE seminar:
Wed April 29 – FREE AND EASY: Open Source Creative Tools
There are a vast range of new free to use tools that enable rich and efficient collaboration for audiences and professionals alike. What are the best tools for online communities, project development, video distribution and marketing. A survey of free to use tools and services including Mogulus, Twitter, Joomla, Ning, Blogger, Ustream, Drupal, Wikis, Social Bookmarking, Virtual World Gatherings, WordPress and many others.
Presented by Australia’s foremost Social Network strategist Laurel Papworth will give a clear overview of the best tools to collaborate from a creative, marketing and social angle. She will show the how the previous audience are now TV channel producers, publishers, news agencies, film makers, music producers and how professionals can re-engage by becoming learning the ‘tricks of the community’. Laurel will also cover the basics of how generic social media tools like Ning, UStream and Blogger can be used to quickly create your own networks.
- Speakers: Laurel Papworth‚ Social Media Strategist & CEO World Communities
- others to be announced
- Introduction by Gary Hayes – AFTRS LAMP
Laurel is a senior consultant, strategist, writer and workshop facilitator on online communities and social networks in Australia, Asia and Middle East. She features regularly on ABC Radio, Public and Commercial TV, serious newspapers and major global blogs. Laurel consults at executive level and facilitates strategic workshops on the impact of social networks on industry sectors, teaches marketing, blogging and social media courses for companies and runs workshops for small and home business on behalf of the Australian Government. Laurel taught the first Australian public social media courses in 2005 at University of Sydney and in addition, develops and teaches Insights Masterclasses for LAMP at Australian Film Television and Radio School on innovation and cross media. When not consulting with companies building online community strategies, Laurel is a global Power150 Media and Marketing blogger (Advertising Age) placing her as #5 blogger in Australia.
Upcoming FREE seminars:
- Wed May 27 – MASSIVELY MULTI-STORYTELLER WORLDS: The Drama of Game Worlds
- Virtual worlds are now populated by 900 million players globally with many spending more time in them than their real lives. This ‘State of Play’ seminars looks at the range of stories being created in these social and game worlds. It will focus on the drama being created by these full time role players and the opportunities for traditional writers to engage in this popular medium. Speakers: Gary Hayes (AFTRS LAMP) and others to be announced
- Wed Jun 29 – CINEMA 2.0: Big Screen Participatory Futures
- Stereoscopic 3D, interactive cinema, games in cinema. Where does the future lie for cinemas and other public screen spaces? Speakers: Tim Baier (Animal Logic) and others to be announced
- Wed March 25 – TELEVISION 2.0: latest innovations in online video
- TV is in major transition. Where are the opportunities across on-demand platforms? Is the old advertising model broken? Will broadband to set top box comfortably co-exist with video on the web? A pre MIP TV session to help prepare you for big changes just on the horizon.
- Arul Baskaran (Executive Producer ABC TV Multiplatform)
- William Cooper (Informitv – live from UK),
- Chris Winter (ABC Innovation)
- Gary Hayes (LAMP)
Early last year (2008) a LAMP initiated project called “Macbeth:What If” from the 7th residential received development/production funding from the NMC and the Australia Council (who also part funded the LAMP: Story of the Future residential) last year. Project creator Kerreen Ely-Harper teamed up with producer Kate Richards, Virtual World creator Angela Thomas and another LAMP alumni, Designer Adam Nash, to realise the original project. After a year or so of development they created an island in second life that built on the original project idea that was looking at the experiential teaching and awareness of Shakespeare’s works via Second Life and also the ability to perform and create machinima in a rich virtual setting.
The video below is quick & cheerful ‘Space Navigator’ Machinima and Music by Gary Hayes. The whole work was very similar in style and form to Thursday’s Fictions in Second Life, another LAMP initiated project two years ago. Full credits for the Macbeth project below.
Filmed and edited by Gary Hayes. Note: This film does not demonstrate the many interactive elements, social intentions or literary integration. Please visit the island to see those first ‘virtual’ hand. A medium resolution (98MB MP4) download is available here
Macbeth in Second Life Credits
Guide & credits here
A collaboration by Angela Thomas, Kate Richards and Kerreen Ely-Harper, from an original idea by Kerreen Ely-Harper.
Producer: Kate RIchards (Nini Dubrovna)
Director: Kereen Ely-Harper (Dorothy Porta)
Virtual World Content Designer: Angela Thomas (Anya Ixchel)
SL Design Consultant: Adam Nash (Adam Ramona)
This project has been assisted by the Australian Government through the Australia Council, its arts funding and advisory body. Initial stages of this project were mentored and developed through the Laboratory for Advanced Media Production (LAMP) at Australian Film TV and Radio School (AFTRS). This project has been funded and built by the New Media Consortium
Larry Johnson (Larry Pixel)
Alan Levine (CDB Barkley)
Rachel Smith (Ninmah Ash)
NMC Second Life Building Team:
Chris Holden (CJ Carnot)
Beth Satchjen (Stella Costello)
Ophelia Of The Spirits
Recorded at Megaphone Studios
Engineer: Shane Fahey
Additional thanks to:
GameJam 2008 was run at AFTRS in Sydney on 1 November and featured talks to do with developing for or playing with console, pc games or online games. Creating and using virtual worlds, games, film cross-over, machinima, writing, AI and educational, fun or just plain cool stuff.
Below is a selection of those captured on the day including a short item related to three new courses AFTRS are offering in 2008 featuring Previsualisation elements – Animation Directing, Games and Virtual Worlds.
1 Guy Gadney “The Life of an MMORPG Diaspora”
Guy takes us on a personal tour of one of the first ‘grass roots’ online games as he tells the story of Diaspora. MP3 recording 6.9MB Click to listen
2 Dan Graf “Story and Game”
Dan gives a thoughtful talk about the conceptual framework of film or book to game adaptation. He talks about experiential design and audience centric focus when you plan your interactive version. An interesting session at the end when Ian Brown joins the discussion and the perennial issue of narrative vs play is brought to the fore again. MP3 recording 13.4MB Click to listen
3 Peter Giles “Future of Game Education”
Peter looks at many of the issues that are facing educators and academic institutions as they begin to consider games as a core part of curriculum. MP3 recording 5.6MB Click to listen
4 Physical TV “You Are Going To Die”
Karen Pearlman and Richard James Allen are the creators of a cross-media property called Thursday’s Fiction. They worked with Gary Hayes on the virtual world aspect of the project and talk more about where the proposition is headed as it moves into game space. MP3 recording 6.4MB Click to listen
5 Marigo Raftopoulos “Galapagos: Serious Game”
Marigo introduces us to her serious game concept to help businesses understand the benefits of thinking about the environment. MP3 recording 4.9MB Click to listen
6 Brett Robertson “History of Games”
Brett takes us on a light hearted trip down memory lane and also at the current state of the games industry. MP3 recording 7.9MB Click to listen
7 Ian Brown “Portal, Have Your Cake and Eat It Too”
Ian takes us behind the scenes from a user and passionate fan perspective of one of the most unique games to have become commercial, portal. He also looks at the original game, Narbuncular Drop, designed by students that Valve used to develop Portal. MP3 recording 7.4MB Click to listen
8 Michela Ledwidge “MOD the Movies!”
Michela takes us deep into Sanctuary and the thinking behind allowing the audience to customise, mash-up and generally Mod cinematic content. MP3 recording 7.4MB Click to listen
9 Gary Hayes “Reality & Pleasure – State of Play of Blended Real Life, TV and Game World” Vod/Podcast
This video above available as a download (with better audio & creative commons) 50MB MP4 click here
All LAMP podcasts are published through iTunes – click on the icon below if you have iTunes to subscribe now!
ABOUT LAMP PODCASTS
- This podcast presentation by LAMP @ AFTRS.
- Audio recorded by Gary Hayes & Brett Robertson
- Description, editing, podcasting and production by Gary Hayes
Finally a short compilation capture edited by Peter Giles (note video has camera sound, podcasts are higher quality direct lapel mikes).
‘Building a Social Network” Strategies, implementation and management of online communities.
Laurel takes us on a whistle-stop tour of the various features and functions of organic social networks and how to identify positive and negative aspects of existing services. She refers to how on entry the motto/tagline, tools and what the community are discussing should be clearly visible. Other critical components Laurel mentions are sustainability of identity, notification of what is public and private, peer appraisal and methodologies to build trust. She then goes on to explain the many and varied forms of synchronous and asynchronous communication and the types of interaction certain demographics prefer.
Explaining why many sites need to also clearly display premium vs free content she references the member life cycle of visitor, newcomer, registered, responder, leader and elder combined with the various leadership types goes to make a rich tapestry of how communities form and evolve. Laurel talks about the best ways to manage closely knit communities and associated swarm behaviour – how empowering structured small groups actually engenders trust and makes it self-contained and ready to grow itself. She ends with a very useful summary of all the key points and answers as few questions such as fake content, her favourite community and reiterates the three main types of social networks (depth of content, filter and straight communications).
MP3 recording time 30:38 (21.8MB) Click to listen
A series of podcasts of short presentations given by mentors at the LAMP VIII residential lab in Marysville, Victoria in February 2008.
All LAMP podcasts are published through iTunes – click on the icon below if you have iTunes to subscribe now!
LAUREL PAPWORTH – Online Community Strategist, World Communities
Laurel Papworth is a consultant specialising in educating companies in how to maximise value from social networks, social media and web 2.0 technologies.
In the past she had lead roles in digitising Fairfax Newspapers and establishing Optus Convergent media and now Laurel lectures on marketing into social networks at the University of Sydney and advising clients such as Channel 10 (Australian Idol community) and Telecom New Zealand.
Laurel frequently presents on Web 2.0 technologies and how they can best be used at a business level including corporate blogging, RSS feeds, user documentation wikis and vibrant customer communities. Renowned blog here.
ABOUT LAMP PODCASTS
This podcast presentation by LAMP @ AFTRS.
Audio recorded by Peter Giles and Brett Robertson
Description, editing, podcasting and produced by Gary Hayes