First lecture for the MCDM UW Anyscreen Storytelling class

1. Anyscreen Storytelling Class #1 June 27, 2011

2. Welcome to the Anyscreen Agency

3. Our Staff Brooke Shepard, Chief Umpire

9. My Break: The Video iPod (before the Video iPod)

10. Enter the Smartphone

11. Getting Truly Mobile

12. Trying to reinvigorate the PC “For a few minutes, it was just one leadfoot talking to another about a fast car, how to drive it to the limit and win the race. But these were two extraordinary car nuts. One was Bill Gates, the richest man in the world; the other was Jeannine Johnson, a petite 15-year-old from Puyallup whose hobby is racing a dragster.” – The Seattle Times

13. And Blackberry Too

14. Realizing storytelling must be Multi-Dimensional

15. Realizing storytelling must be Multi-Dimensional

16. And that there are no limits to the opportunities and means to get your story across

17. Who Else Makes Up Our Agency?

18. Our Services We are expected to be experts in our chosen field, the activity of storytelling via anyscreen. That will take a grasp of what’s been done (history and examples), understanding what will work (tech capabilities and audience behaviors) and creating ideas that will resonate (planning and presentations).

19. Our Clients

20. What We Will Accomplish Our Goals Agency members will know how to build effective, engaging campaigns – and how to evaluate which technology will engage their audiences best. Whether you want to rally people for a cause, or introduce a new service, getting your message to the intended audience can be difficult. We’ll develop the skills to build effective models to reach a variety of people – through the most effective screen, or even across them.

21. What We Will Accomplish Learning insights into audience behavior, and what technology different people use and how Understanding the opportunities and limits of different platforms Mobile Tablets Smart TV PC Practice developing plans and execution models Insights into measurement and evaluating results How to effectively communicate analysis and strategy.

22. How We Will Get There Review Syllabus

23. How We Will Measure Our Success 25%: In-Class Participation Determined by how prepared you are, attentive and how much you contribute to class discussion. Contributing to class discussion means asking appropriate questions and adding insight to answers. If you can’t be at a class, let me know ahead of time – at least 24 hours advance notice. More than one absence will require some make-up work outside of class to be determined on a per-person basis. 20%: Class assignments. Grades to be averaged over all assignments, including presentations planned for in-class. 30%: Personal Project: Designing an Anyscreen Story for the client of your choosing Choices due by Class V 15%: Class Project: Designing an Anyscreen Story for GeekWire 10%: Research ‘Papers’: Students will be required to post two 500-750 word blogs on flipthemedia. Instant A in this section if you use a medium other than our blog.

24. Stories Aren’t Found. They Are Created.

25. Creating Stories. Engaging Audiences. What do we mean by “story?”

26. "For sale: baby shoes, never worn."

27. Raising Awareness for a Cause http://youtu.be/TtOQda0aKIc

28. Taking Advantage of Any Screen

29. And Uniquely Using Technology

30. Establishing New Relationships

31. More examples http://prezi.com/6xedhkxkam6r/washington-non-profit-conference/

32. The Medium is the Massage Marshall McLuhan

33. “The message of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs.”

34. Understanding Form Dictates Function

36. McLuhan’s Other Examples

37. What Does That Look Like Today?

38. Maybe McLuhan was Onto Something

39. Lighting Has Entered a New Era It's one of the only industries where the No. 1 seller today was the No. 1 seller 100 years ago. But in the last three years, it went from not a lot of innovation to innovation at the speed of light. Jorge Fernandez, Home Depot 1879 1995 2011 Although CFLs are more popular now due to cost considerations, LEDs are seen as the true bulbs of the future. Right now for day-to-day use, CFLs are still an inexpensive energy-efficient alternative to incandescents, but they are really just a transitional technology. Glenn Reed, Energy Futures Group

40. The Crowded LED Market is Not Differentiated Cree is leading the LED lighting revolution and making energy-wasting traditional lighting technologies obsolete through the use of energy-efficient, environmentally friendly LED lighting.

41. LED Education is Ongoing for the B2B Audience … Commercial buyers “Get” LED, but are still inhibited by up-front costs: In an OSRAM SYLVANIA survey of commercial lighting decision-makers (Sept. 2010), 85% of respondents said they were familiar with LED lighting. However, the survey found this familiarity was “shallow” for many respondents. While being considered a hugely important development in lighting, light emitting diodes (LEDs) still have the impression of being costly and needing more technological development before they can be more widely adopted. [GE Lighting’s Jeanette] Strainic … believes that less than legitimate manufacturers are partially at fault. “They are claiming things that just aren’t true about LEDs,” she says. “They sell the product, and six months later it doesn’t meet the claim. Customers have to do the research and work with a reliable manufacturer.” Today’s Facility Manager, April 2010

42. … And Consumers Are Even More in the Dark “There hasn’t been much consumer education about light bulbs in a long, long time,” notes Terry McGowan, director of engineering for the American Lighting Association. “The fact is that the consumer likes to make decisions right at the shelf and gets confused with all these labels and lamps.” – March 15, 2011 The rapid growth of LEDs has resulted in an increasing number of new products on the market. While many of these products showcase the energy-saving potential and performance attributes of LED lighting, under-performing products are also appearing in the market. Since bad news travels fast, such products could discourage consumers from accepting this new technology. U.S. Department of Energy Gartner and other expert sources agree: Across both commercial and home audiences, up-front costs remain the biggest market inhibitors.

43. Audiences Seek Info Across Multiple Sources … From Consumers: To Influencers: Top Sources of Information about Lighting Options 89%of journalists source stories from blogs, 65% from Facebook, 52%from Twitter Source: Cision/George Washington Univ 68.2%of the U.S. Internet audience are online video viewers eMarketer, March 2011 Source: EcoAlign AcoPinion Survey, March 2011

44. … And Brands Are Catching On 25%of companies worldwide are using all four major social media platforms: Facebook, Twitter, YouTube and blogs 84% are on at least one platform Source: eMarketer, March 2011 The value of online content increases as stories go viral:

45. In Class Activity Spotlight on LED Break into pairs/small groups and interview each other on: What is the affect of LED lighting? On you, on others? Remember – the medium is measured on change it creates What is your experience with lighting? Have you heard of LED? How? What do people need to know? What questions must be answered?

46. Back to Our Anyscreen Agency What’s Our Creative Brief?