In a recent episode, Jack tortures the hell out of a bad guy.  The scene culminates in Jack disemboweling the guy in order to retrieve a swallowed micro chip.  Now, that is dedication and pride in your work! Ewwwww, yes.  A bit much, perhaps.  But why would any of us expect anything less?

Really? This is shocking? Why would a torture storyline shock anyone when (a) it has been a front page story for years; (b) a majority of Americans polled said torture is a valid means of fighting the “war on terror”; and (c) the leader of the free world defended such use? Art imitates life….even when it is ugly.

Moreover, while I know things are all a matter of degree, is there really a difference between this and showing bodies and blood stained floors each week on the Dateline “dead body of the week” starring the appropriately ghoulish Chris Hanson (I think that is his name, though I often confuse him with the late John Carradine)? ABC’s “Happy Town” just featured a guy getting a hole hammered completely through his head. Worse yet, the access shows like “Extra” have been wall-to-wall with images of Larry King and his junior-by-83 years wife kissing.  Sheesh.

Yep. Times have changed. I can recall many arguments with S&P on my shows over things arguably less severe. Then again, the nets aren’t stupid. Their future 18-34 crowd is, as I type, eviscerating and beheading tons of increasingly photo real humans on their XBox . They know what Gen XYZ, or whatever they are called these days, has grown accustomed to.

If we vote for folks who condone horrific acts in the purported defense of liberty and condone 10 year olds at play with content that makes “Natural Born Killers”  and “Scarface” look like  quaint little period pieces, what do we expect? Oh, and by the way, it is, let’s not forget, FOX.

How excited were you when you saw Episode 8 and learned about the different types of audience?  We know; Earth shattering.  Keep it together because this week we’re going to astound you yet again with information you haven’t already heard a million times.  All this talk of social media this and new media that is a good thing for your business, but it’s not the only way to reach, entertain, and retain the modern audience.

In Episode 9 we’ll take a look at why it’s so important to embrace all forms of media in an effort to connect with everyone.  We especially  want to reach out and touch those who may be thinking of crossing over to the new paradigm, but haven’t yet taken the plunge.  Although you really should consider this bandwagon because it’s fun here.  Besides, we know you’re always looking for new ways to dissuade cognitive dissonance.  Holla!

Episode 9 features: Beth Diamond, Timothy Golden, Jason Feinberg, and Zach Jordan

Photo by: Travis Jensen

In our last episode, we learned that the power of a loyal audience today is due to quality not quantity.  This week we explain the three main types of audience and how the new, “lean forward” audience engages with content across multiple platforms.  How does one engage people when they are consuming across all platforms, including live events?   Ultimately, the best way to “defrag” any audience today is to weave a compelling story that relies on traditional storytelling maxims AND speaks with a unified voice utilizing only the appropriate platforms that apply to your story.

Episode 8 features: Suzanne Diamond, Timothy Golden, and Zach Jordan

photo by: TourettesWithoutRegrets

It’s funny how technological and new media advances are exponential, audience acceptance of the same a bit less so, and the embrace of it all on the part of media professionals at a dark ages pace. We all see it coming, the warning signs have turned tangible in Web 2.0 and yet, movement on the new media / supplier side always seems to be the tardy party. It takes a loud, credible voice and not the bravery of the innocents to call us out and point out that the media Emperors are naked. Yesterday at NATPE, Michael Eisner, stepped up, called it like it most assuredly is, and told us how old media is not only indecently exposed, but on “a death march”.

Eisner tells us that made-for-the-web content is the now and the future.  Unveiling his latest web series, “The Booth“, the former Disney boss, described how the modern audience and the new finance and distribution realities mean that premiere digital content will be the way producers and audience go forward.  At its core, Eisner is telling us what we all already know, but that the financial and distribution sectors are still too afraid to accept. The audience is in charge.

All content and distribution must be crafted on their terms. Those terms demand that we give them content that is personal, relevant, authentic, and is available to them on ALL platforms (format customized for each platform and experience) on demand in the 360 Transmedia Universe where the modern audience lives. As Eisner pointed out, for millions, the web, mobile and other platforms are where they consume content. As we have said here many times before, Eisner echoed that, in a single generation, the TV- bound, passive, “lean back” audience will be a thing of the past.

He’s not just talking about how it will turn out, rather, judging from his content offerings, he shows that he knows what the audience will want—content that is consumable in one big meal, small cumulative snacks, or anything in between. And in a hint to the future, even beyond the platform agnostic universe that is just around the corner, he boldly reduces broadcast television to a second run repository (I don’t completely agree—”events” will still engender mass, quasi-communal consumption). So, reruns of our digital shows might just be the savior for the 10pm slot? Damn, Michael, you could have saved NBC a bit of angst had you spoken up sooner!

In Episode 5 we find out why it’s so important to have all the elements of the conversation in place in order to encourage audience participation and build a loyal following.  This week we take a closer look at crafting an authentic message.  You don’t always have to be good, but you do have to be interesting and there’s usually nothing more interesting than a little authenticity in your story.  In this week’s episode, we tell you why an authentic message is so critical during this paradigm shift and beyond.

Episode 6 features: Suzanne Diamond and Zach Jordan

]]> http://www.joedigitalblog.com/targeted-distribution/episode-6-social-media-hold-the-bs/feed 1 http://www.joedigitalblog.com/targeted-distribution/episode-5-the-conversation-equation http://www.joedigitalblog.com/targeted-distribution/episode-5-the-conversation-equation#comments Wed, 09 Dec 2009 17:18:59 +0000 Zach Jordan http://www.joedigitalblog.com/?p=787 Keep Reading]]>

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

Distribution takes on many new and exciting forms in the world of 360 storytelling and needs to be strategically mapped, based on the specific needs of your story.  The bad news is, audiences will continue to fragment across an increasing number of platforms.  The good news is, the audience may be one of the best forms of distribution for your story through social networking and video sharing.  This factor becomes even more interesting, considering that 1/3 of all online videos get shared.

Traditional platforms like TV won’t disappear or lose out to online and mobile, but we’ll get to a point very soon when all these platforms hold an equal footing.  The distribution efforts of loyal fans and participants will become even more apparent in this transition.  Distribution channels in the 360 story environment may include:

1. TV
2. Online video portals
3. Social networks
4. Widgets
5. Interactive games
6. Out of home networks
7. Mobile applications

The many forms of distribution in the 360 story environment help you reach, entertain and retain the short attention span audience members who are pulled in every direction by the morass of content.  However, it’s important to note that one web widget does not a distribution strategy make.  You can have all the democratized access to free video portals and inexpensive technology in the world, but without 1) a well structured story customized for the 360 environment and 2) a complete understanding of how your story is executed within the context of these distribution platforms, these tools can prove useless and may even alienate some of your audience or clients if not utilized sparingly.  Let’s review:

1.  Your story is well crafted

2.  You’ve identified your audience

3.  You know how to communicate with them

4.  You know where your audience is watching

Now it’s time to engage and reap the rewards.  Remember: it always comes down to the emotional connection you are trying to build with your audience and doing so in an authentic way.   Because the tools in the 360 storytelling environment amplify messaging and allow your audience to co-create and control their experiences with the tools you give them, people become empowered and more willing to become distributors themselves.  There is no doubt we are all experiencing a new frontier in which the 360 storytelling experience will make for a truly platform agnostic experience where viewers will engage with entertaining content in ways beyond our wildest imaginations.

Photo by: EllynKocher