We accelerate digital audience growth and meaningful engagement.
Many organisations do not have the research facilities to deeply explore the multitude of challenges facing contemporary media. Cockatoo Colab draws together expertise to research, workshop, design and create responses to these challenges. It prioritises the rapid knowledge building and sharing required to create the next generation of media-making, with a strong focus on the audience. Human centred design translates into audience-building in the media space, where new stories are discovered, new ways to tell them are experimented with and new media experiences created.
We create Future Media Experience Protoypes (FMEP) from insights generated through our engagements with media makers, from the observation of audience trends in online communities and by mapping audience media behaviours and overlaying this with how they feel at different points across their audience journey to identify gaps and bring strings together.
Our FMEP are small scale media experiences that we build to test the ideas before scaling to full offerings. In many instances our work has transmedia origins, whereby a niche audience and their behaviours can be identified in one place for example, they might aggregate on a blog and we then gravitate them to another place by expanding the world their drawn to in another form of media.
Our FMEP’s operate at different levels of resolution depending on what is required to achieve the results needed. For example, a MEP can be a conversation, using a few paper props to help participants imagine the story or experience. Or, as it develops, the MEP can be high fidelity, using digital or social media to explore their potential, such as with Rural Room and 600 Bottles of Wine.
As an example, it could be trialling how stories are consumed via WeChat, as a micro-series, on the commute to and from work, and then seamlessly transferred to TV when the user returns home. Alternatively, the MEP could be a Series on Medium, with short videos and text, which can be added to with participatory media from participants in the network. The platforms used for these will be open, fast to populate and high quality. The reach is global, and the cost is minimal. Can we represent this via visuals to reduce wording?
The ultimate aim is to re-cast the audience as active co-creators of the next generation of media. This includes serving their interests as they become apparent as well as opening up ways of representing diversity, which goes beyond the stereotype.
We also explore audience community cross pollination, where we identify ways to leverage audience partnership opportunities to extend the media through wider channels with aligned audiences. See News
RURAL ROOM AND THE RURAL ROOM MEDIA STRINGERS
One of the communities we work closely with is the Australian regional, remote and rural audience. Through Rural Room we release #storiesfromthesticks and increase the circulation of regional voices by sharing original multi-media content created by regional creatives and our Rural Room Media Stringers across our digital platforms and wide-reaching audience over 62,000 across Facebook and Instagram. Link IG & FB.
Listen to Bec discussing Rural Room and the Media Stringers in her conversation with Samantha Meurant on The Rural Compass