Professional Documents
Culture Documents
au
Building brands
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Diverse communities
linked by the internet
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Fragmentation of audiences
Hundreds of Millions of
audiences of audiences of
millions hundreds *
Programs/Books/Films/Games
Properties
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Mobile Phones
Water Cooler
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Challenges
- Being visible on the global stage
- Creating strong brands
- Being relevant on the global stage
- Accessing revenue streams
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
August 2005
Peter Giles, Perth LAMP, May 2006
BIG
www.lamp.edu.au
August 2005
Peter Giles, Perth LAMP, May 2006
BIG
www.lamp.edu.au
Blockbusters
Features
Peter Jackson - Lord of the Rings
Wachowski Brothers - The Matrix Franchise
Documentary
Michael Moore - Fahrenheit 911
TV
Lost, The Apprentice, Big Brother
Games
Lara Croft, Resident Evil
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
small
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Music
The Arctic Monkeys
Animation
Jibjab
Happy Tree Friends
small
Documentary
Outfoxed
Supersize me
Blogs/VLOGS
Drudge Report, Baghdad Blogger, Crikey.com
Rocketboom
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
August 2005
Peter Giles, Perth LAMP, May 2006
Playground of the Converged Producer
August 2005
Peter Giles, LAMP, August 2005
Playground of the Converged Producer
August 2005
Peter Giles, LAMP, August 2005
Playground of the Converged Producer
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Starwars
LEGO
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
LEGO STARWARS
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Findability
* Ability to be located in a sea of content
* Navigation of the system
* Navigation of the property
* Consistency of branding
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Establishing a brand
A brand brings consistency to disparate
content
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Should be findable
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Movement
Management
Monetisation
Measurement
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Movement
Management
Monetisation
Measurement
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Upstream
YOUR
CONTENT
Syndication Income per click
Downstream
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
small
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
small
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
small
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
RSS Feeds
REALLY SIMPLE SYNDICATION
Subscribing to updates
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
A combination of methods
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Streamed
Video with Ads
egs.
AOL/TW In2TV
US Network ABC
CBS Innertube
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Jibjab
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Direct to consumer