but seriously. what is fame?
one deﬁnition we liked: the condition of being talked abo ut by many people, especially on acco unt of notable achievements. but who’s doing the talking?
there are different types of
fame depending on WHO thinks you’re famous stupid fame niche fame local fame kenji fame the WORLD is to a speciﬁc those in a you are screaming your INTEREST certain AREA mentioned by name (just your GROUP, think you're @kenjisummers ﬁrst name) you are god the shit
setting t he ﬁnish line:
s uccess metrics we hoped we'd hit: niche fame + local fame 500 followers on twitter 300 fans on facebook some covera ge in pop culture/trends blogs
start with a foundation crafted
the hook | newsworthiness + tight explanation considered the timing | we had 4 weeks, and understood the speed at which this could move and activate interest considered our resources/talent | brian was free & willing considered the audience | one that reacts to, participates in and even alters a story as it's unfolding build an ongoing autonomy | crowd engagement is sprinkles, the content stands alone
1,571 4,140 3 twitter followers
active users times recognized on facebook in public 1 55,022 283 kiss received website visits date applications & nominations 745 135 3 facebook fans countries reached copycats 30+ 59,761 5 blogs covering total views radio interviews the story on youtube
getting lucky is awesome. but
we couldn't depend on that. everything was thoughtfully crafted along the way. from the start, the project was built for attention and constructed of tags and keywords that would enhance chatter and encourage sharing.
we learned things. we ﬁgured
shit out. 1. cherry-pick the components 2. people still care about big stories old school 3. there are still unknown variables VS. 4. create tiers of participation #NEWSCHOOL 5. collaborating should be messy 6. remember to feed the sharks 7. ﬁght the good ﬁght
#NEWSCHOOL people still care about
big stories yes, stories are becoming increasingly bite-sized. and we're snacking all day long, pulling from different channels. but people still appreciate a big-ass burger of a story. a story that puts you into a blissful food coma.
#NEWSCHOOL create tiers of participation
let people choose. applying by building matchmaking in different levels of engagement, voting, suggesting you can keep RTing, liking, sharing a wider audience engaged and active. following on twitter & facebook watching, checking it out, reading
#NEWSCHOOL love your audience stay
true to your audience by m aking project p romises early and k eeping them. promises we m ade: • keep clean cho ice architecture: make it easy for the crowd to be in control • keep the focus on brian • keep it organic , no exceptions