Comments for Joe Digital Blog

Comment on Episode 6: Social Media: Hold The BS by Episode 5: The Conversation Equation :: Joe Digital Blog

Episode 5: The Conversation Equation :: Joe Digital Blog — Thu, 17 Dec 2009 01:41:38 +0000

[...] week, in Episode 6, we’ll take a look at why it’s so important to craft an honest story when starting [...]

Comment on Episode 5: The Conversation Equation by Episode 6: Social Media: Hold The BS :: Joe Digital Blog

Episode 6: Social Media: Hold The BS :: Joe Digital Blog — Thu, 17 Dec 2009 01:35:06 +0000

[...] Episode 5 we find out why it’s so important to have all the elements of the conversation in place in [...]

Comment on Episode 1: Brand Dilemma, Digital Solutions by Episode 5: The Conversation Equation :: Joe Digital Blog

Episode 5: The Conversation Equation :: Joe Digital Blog — Wed, 09 Dec 2009 17:19:03 +0000

[...] big scary paradigm shift in technology, entertainment and advertising (don’t worry everything else is converging too) is [...]

Comment on Episode 4: Audience Engagement: Keepin’ It Real by Episode 3: Know Your Audience :: Joe Digital Blog

Episode 3: Know Your Audience :: Joe Digital Blog — Tue, 01 Dec 2009 22:17:44 +0000

[...] ways to track and report on your audience. Once you get to know your audience, take a look at Episode 4 to get a sense of why it’s so important to use this data to create relevant and authentic [...]

Comment on Episode 3: Know Your Audience by Episode 4: Audience Engagement: Keepin’ It Real :: Joe Digital Blog

Episode 4: Audience Engagement: Keepin’ It Real :: Joe Digital Blog — Tue, 01 Dec 2009 22:13:19 +0000

[...] we saw in Episode 3, there are several ways to track audience data, find out who they are, where they like to play, as [...]

Comment on Episode 3: Know Your Audience by Dan Greenberg

Dan Greenberg — Mon, 30 Nov 2009 17:45:33 +0000

So what’s your view on tracking customizable content, especially video? Last year, Office Max and JibJab created ElfYourself.com and this year you have the Gap’s CheerFactory.com. (At Impossible Software, we created Sony Ericsson’s Starfieber site as well as a custom video site for Playboy Germany, among others.) Bowing to Joe Digital’s emphasis on the entertainment industry, consider the example of Heavybag Media’s promotion of “Extract” for Miramax: attendees at ComicCon could pose at a green screen and then walk away with a USB key of themselves inserted into the trailer for the movie. What JibJab and Impossible Software do demonstrates that the same type of movie promotion is possible over a web interface (or mobile!).

These sites all put the viewer into the content. More importantly, they create an implicit call to action for the people to whom you send it: if they want to be in the content too, they need to come to the site.

So what’s the metric? We can track the number of “makes” — the number of versions of these videos that were created. We can (with more difficulty) track the number of times the versions are uploaded/viewed on video sharing sites. We can track the source when people come to the site to create a video… including if they clicked through from a video their friends sent them. But do any of these matter? If the goal of the campaign is “buy from the Gap” or “get a Sony Ericsson phone” or “see the movie,” does it matter?

Maybe… but it depends on how you’re monetizing the audience.

Comment on Transmedia 360: The New Marketing Paradigm Part II by Zach Jordan

Zach Jordan — Wed, 25 Nov 2009 21:25:01 +0000

Thanks for asking! We’re going to be videotaping and releasing segments of the lecture and discussion on our blog. If there are specific issues/questions you’d like us to bring up with the Wharton students, let us know before Monday and perhaps we could work those into the discussion to get get some feedback.

Comment on Transmedia 360: The New Marketing Paradigm Part III by Zach Jordan

Zach Jordan — Wed, 25 Nov 2009 21:23:35 +0000

Thanks for the comment AND for reading our musings. The Transmedia space is certainly exciting and great to hear about people (and of course teacher) like yourself who are embracing this new storytelling paradigm as a means of educating and empowering kids with project based learning. We would love to hear about specific issues/discussions/questions you encounter within this space!

Comment on The New 360 Storytelling Experience: Distribution by World’s First Justin Bieber Multicast…or how Dad was replaced by Digital :: Joe Digital Blog

Wed, 25 Nov 2009 20:42:07 +0000

[...] Zach and I discuss clients and what the future has in store for those “living digital”, I am often the naysayer. While he sees the exponential embrace of a soon-to-be-unrecognizable [...]

Comment on Transmedia 360: The New Marketing Paradigm Part III by docwho2100

docwho2100 — Wed, 25 Nov 2009 14:22:04 +0000

OMG - I teach at the high school and college level - I am a science and tech teacher and I am constantly talking about how transmedia fits into a couple of educational concepts teachers and the like have been talking about for years - you mention PBL (and i use wikis, blog and more in my classes) well also - universal design for learning - the idea of reaching learners using multiple methods!!! I’ve taken this standpoint about the similarity and you are the first I’ve read, so far that made this connection - yay!

I think you missed some hurdles in your discussion - hurdles and questions I am just starting to talk about in my blogs and musings, but I bet you will catch those in another entry (I am still working my way through your site).

Thank again for the 3 part and I am definitely listing them as a good read for anyone just getting to the transmedia world (and I say it like that as mot of my students, co workers, friends have no idea what transmedia means, yet they go, ohhhhhh that Lost web site, or that web series or that facebook page or….