We have to plan for
kipple. Because entropy. “Kipple is useless objects, like junk mail or match folders after you use the last match or gum wrappers of yesterday’s homeopape. When nobody’s around, kipple reproduces itself. For instance, if you go to bed leaving any kipple around your apartment, when you wake up the next morning there’s twice as much of it. It always gets more and more.” “Do Androids Dream of Electric Sheep?” -Phillip K. Dick
Media will never stop growing
in complexity. Moore’s law: Average amount of information a person shares doubles every year. emailemail email email email match.com tumblr friendster myspace twitter Facebook linkedin google+ snapchat Youtube chatrooms chatrooms friendster Facebook monster.com instagram pinterest grindr myspace flickr foursquare blogs sms
“Three to ten years from
now, people are going to be sharing eight to 10 times as much stuff.” Mark Zuckerberg in WIRED, May 2013
The future is brand. The
stronger our brand, our story, our identity, the more attention we can command from our fans and viewership: our tribe. “The big trend we’re seeing now is sharing with smaller groups.” -Mark Zuckerberg in WIRED, May 2013
You need a brand strategy
to engage your tribe. Forty years of research has shown that creative performance gets worse as group size increases—with the exception of online brainstorming. “Groups brainstorming electronically, when properly managed, not only do it better than individuals, but the larger the group, the better it performs.” -Marvin Dunnette, University of Minnesota, 1963 “The worldpool of information fathered by electric media-- movies, Telstar, flight-- far surpasses any possible influence mom and dad can now bring to bear.” -”The Medium is the Message,” Marshall McLuhan, 1967
FTW, know HTW. “Strategy is,
in fact, a coherent set of choices about where-to-play (WTP) and how-to-win (HTW).” -Roger Martin, Harvard Business Review This is not telling you how to create your story. This is about creating your brand. Your essence. Your secret sauce.
What is the goal and
scope of our project? What platforms will we use, and which tools of promotion? How do we define success? What capabilities must we have in place to win? What management systems are required to support our choices? Strategy and brand development start here.
What is the goal and
scope of our project? What do you want to communicate? What should fans be experiencing? For how long is the project active? What platforms will we use, and which tools of promotion? What are the target fans’ platform preferences? How do they interact? What are their sources of discovery? Where-to-Play Odyssey II with Clive Barker http://odysseyproject.deviantart.com/
How-to-Win How do we define
success? Engagement quota? Creative satisfaction? Financial reward? What capabilities must we have in place to win? What are the platforms and tools that will execute the creative idea? Which content must be prepared vs. improvised? By who? What management systems are required to support our choices? How are fans expected to contribute? What process will manage content and monitor fans? Odyssey II with Clive Barker http://odysseyproject.deviantart.com/
Can your brand be summed
up in three to five words? What emotions or themes relate to your story and intent? Visually, what color, imagery, or design represents your brand? Examine your competitors. How is your brand unique? Brand Development
A positioning statement is your
promise to your fans. What are you offering them? • Amusement/ entertainment • Vicarious thrill/ fantasy • Satire/ dystopia • Melodrama/ tragedy Create a positioning statement.
To get your followers to
trust your brand, you must consistently deliver great content or experiences that meet or beat their expectations. Shauna Haider, www.nubbytwiglet.com
The Pareto Principle: In most
situations, 80% of the effects come from 20% of the causes. Most people want an escapist, lean-back content experience. But engaged fans can be incredibly productive in online group environments, when properly managed… We are all digital consumers, but not all digital producers.
newsletters blogs :60+ videos tweets
statuses :15 videos personal interaction fan showcase digital trinkets events contests book/ dvd short long tangibleintangible adapted from Iconosphere’s 2013 “brand engagement matrix”
The more you ask, the
more you must do. Most people see entertainment as an escape, not an engagement. Always respond to your “golden twenty.” The fastest to adapt are the first to succeed. It’s perfectly fine to optimize your behavior. It’s one of the ways transmedia is so much more nimble than traditional media. If it’s not working, try something new. Try another tactic, a sponsored Tweet, or engage with a new group of people. If it’s working, keep doing it. You’ll know it’s working because PEOPLE WILL SHARE. Not everyone is like us. Most people want to lean back. Curate your content to be appealing, even if users don’t engage.
“Brand Storytelling: No #@*&. Now
What?” Iconosphere talk by Katie Elfering, Mike Garrison, & Mandy Levenberg. May 2013. https://iconoculture.com/iconosphere2013/ “Execution is Not Strategy,” Harvard Business Review, by Roger Martin. June 2013 http://blogs.hbr.org/cs/2013/06/memo_to_jc_penny_execution_is_not.html “The Origin of the Universe and the Arrow of Time,” Ted talk by Sean Carroll. February 2010. http://www.ted.com/talks/sean_carroll_on_the_arrow_of_time.html “Surprising Secret to Tech Management,” Inc.com, by Geoffrey James. May 2012 http://www.inc.com/geoffrey-james/surprising-secret-to-time-management.html “FACEBOOK,” by Steven Levy. April 2013 http://www.wired.com/magazine/2013/04/facebookqa/ Sleepless in Hollywood: The New Abnormal, by Lynda Obst Quiet: The Power of Introverts in a World that Can’t Stop Talking, by Susan Cain Sources & recommended reading