The big scary paradigm shift in technology, entertainment and advertising (don’t worry everything else is converging too) is akin to the implosion of the music industry. We spent years building up obstacles between the music and the fans and trying to ignore the fact that they were always in control. When the dust finally settles this time around, we’ll all be able to see clearly that, in the crowded world of content, we need to provide as clear a path as possible between your music and your fans. Great content is like music; it might be brilliant but without anyone around to hear it, nobody will ever get to experience the greatness. Episode 5 explains the Joe Digital special formula we like to follow:

High Quality Content + Strategic Distribution = Loyal Participants

Next week, in Episode 6, we’ll take a look at why it’s so important to craft an honest story when starting  the conversation with your audience.

Episode 5 features: Zach Jordan

Transmedia, Branding and Marketing

In Part I and Part II of this blog series we outlined the basics of Transmedia storytelling, as it pertains to entertainment, and how technology is helping to shape the way we consume story across multiple platforms.  The Transmedia approach is also fast becoming popular with brands because the rules of marketing, advertising and PR are evolving in favor of the consumer. People don’t want to be talked at or “sold”. Some might argue that it’s not that people don’t want to be advertised to, but rather, we don’t want to experience bad advertising. I would argue that, good or bad, people simply don’t have time for anything that isn’t relevant to them on a very personal level. Additionally, brands are realizing they need to take a more educational approach with their messaging and the Transmedia storytelling methods are the best way to educate and engage people.

Simply put, the multi-platform narrative organically encourages people to feel empowered in an authentic way because it delivers story where people are consuming content and completely on their terms. While Transmedia is certainly going to be playing a leading role with branding and marketing, here are a few key challenges brands and agencies are facing with respect to this new paradigm:

• there are so many touch points where people enter and exit a narrative or messaging; TV, Internet, gaming, live events, etc. that managing each one of these different touch points requires a team of professionals who live and breathe the brand and can ensure the narrative remains consistent.

• the brand message/story must resonate and engage people on every platform. Not all campaigns require the use of every single form of distribution, so it’s critical for the creative team to be familiar with how people engage content on each platform.

• the metrics for reporting ROI on each of these platforms and/or touch points are in a very nascent stage. We still don’t have a consistent way to measure how each of these platforms perform in the larger picture and this is crucial before brands will begin to distribute digital dollars evenly across all platforms.

Furthermore, managing a brand these days is no longer the job of a few key people, but the responsibility of an interdependent community of creative and technology professionals. Most brands and agencies don’t possess the internal manpower to fulfill these new capacities and will need to reach out to other entities for the next few years, while the Transmedia paradigm continues to move away from the fringe and into the mainstream.

While we wait for critical mass to take hold, we need to educate ourselves on the best ways to (1) effectively use, (2) monetize and (3) measure Transmedia storytelling methods. Looking at this shift from a global perspective, licensing brands and entertainment properties across multiple platforms will certainly prove to be challenging over the next few years as we sort things out. This is all the more reason to keep on eye on other global markets, who may not be challenged in this way, to see what exciting innovations emerge.

Transmedia Predictions (in no particular order)

• Transmendia won’t always be just for the die-hard action fans or gear heads. Branding campaigns and entertainment properties will continue to drill down to the core audiences and target the hyper vigilant fans across all verticals. Writers like Aaron Sorkin (going well beyond the West Wing blog of 2006!) and Tony Kushner will contribute to intricate marketing campaigns that (a) utilize all forms of technology and (b) find interesting ways for their heady characters to engage with the audience.

• All platforms will merge into one, superfluous network and can be accessed by anyone, at any given time – regardless of hardware. The idea of co-creating content, story, and messaging will be completely in the users’ hands at this point. While people will always want to be led by the nose from a creative standpoint, they will want take story points provided by creators and assemble their own worlds, interactive components and communities.

• 3D and live events will become the cornerstones of all large, entertainment and marketing narratives within the Transmedia paradigm.

• Transmedia storytelling will reshape the educational system. When (I’m telling you one of these days they will) project based teaching/learning becomes commonplace in the educational system, Transmedia storytelling will be used to help students master  difficult subjects. Additionally, as language in the global classroom evolves, teaching/learning will rely on advanced rich media like interactive video and storytelling.

• Keep your eyes on Brazil, especially around the 2016 Olympics. This region is plowing full speed into the world of Transmedia storytelling and the kids coming up there today will be a force to be reckoned with in the near future.

Regardless of where you hang your hat, everyone loves a great story. Continuing to educate your clients, staying abreast of advancing technologies and expanding your network of professionals who understand Transmedia, will help guide you to a happy ending.

Everyone knows their TV and Internet are on a crash course with each other and when these worlds collide, the way we experience entertainment will never be the same. It won’t be too much longer before we’ll all be checking our Facebook, and other time sucking web accounts, for photos and video messages from our friends, while simultaneously watching our favorite TV shows and VOD movies. These viewing experiences will also continue on our mobile devices, out of home networks and into live events.

We increasingly demand a 360 storytelling experience that breathes life into these new, integrated platforms by allowing us the opportunity to participate in our favorite TV shows, online games and other digital content. While technology will continue to be a key component of this new entertainment experience, applications are useless without the spine and structure of a great story, characters and a relevant and entertaining message.

The 360 storytelling sphere of possibilities is merely shallow hush unless each and every digital venue delivers platform specific, customized content that tells a story that reaches, entertains and retains audience loyalty. Future success depends upon STORY STRUCTURE, KNOWING YOUR AUDIENCE and STRATEGIC DISTRIBUTION.

PART I: STORY STRUCTURE

We can agree there is already a morass of content that is difficult to manage. Tomorrow will be even more of a challenge as more content, and on more platforms, comes into the fold. Whether we’re talking about brand ideas or entertainment properties, it’s crucial to structure stories that cater to audiences wherever they choose to experience your story.

This is especially true if we consider that, in the 360 story environment, the point where the viewer enters and exits your story is constantly in flux and is left entirely in the viewers’ control. However, if you structure an engaging story with the 360 environment in mind, you can provide a more entertaining experience that (1) stands out in the growing sea of content and (2) creates deeper levels of engagement. Before you begin to think about the technological applications and distribution options, here are a few key questions to ask yourself:

1. What is my story?
2. Who is my audience?
3. Why will my audience care?
4. How can I build emotional connections between my characters and my audience?

Knowing your story is only half the battle. Knowing your audience and the ways they want to receive your story is of equal importance. Tune in tomorrow for PART II: KNOW YOUR AUDIENCE.

photo: OhGizmo!

The boomers buy everything from surfboards to jeans to TVs to, well, you name it.  Interestingly, a recent eMarketer article discussed the “graying of the Internet” and the fact that while the Internet is considered the province of the young, when it comes to ecommerce, the Boomers are the ones searching, spending and connecting with brands.

As more and more of this empirical proof comes in about the brand bonanza called the Boomers, let’s hope brands begin to actively reach out.  Moreover, let’s hope they reach out in a customized fashion so that their respective brand messages get to the Boomer crowd on their terms.  We’ve seen some smart moves and successes in this space.  Here’s hoping for more and that the “old folks” are no longer the marketing bastard stepchild.