The creators of "lonelygirl15" outline the key ingredients for advancing social storytelling on the Web -- and what that means for marketers.
In further conversation with Eqal founders Greg Goodfried and Miles Beckett, it becomes clear to what extent they've been thinking about how best to move storytelling forward on the Internet. They have some core tenets on what constitutes social and why it's important. (Without getting too John McCain and all, "I remember when..." the work that Eqal is doing reminds me of the early days of interactive storytelling whether that be on CD-ROM, interactive TV, or DVD. These are the inheritors of non-linear storytelling.)
"First of all we'd love to see 'social show' as being alongside film/TV/music in the arts and entertainment listings," Beckett said. Goodfried added that while they didn't trademark "social show" -- because they want the term to become widespread, with their work being a sort of high watermark of the media form -- he did register "soshow."
Goodfried then reels off the key ingredients for a social show:
Beckett expanded a bit on the "rules" laid out with a nod to "Being John Malkovich."
"Essentially the show is a portal through which the audience can participate in the story. The portal is not just their way to watch the program but it has hooks for them to become the story in a seamless fashion," Beckett said. A young viewer watches a scene that includes a call to action for the audience member to do something such as break a code, find a Web site, or shoot a video.
In a best-case scenario, you have the inciting incident of a good story created by professionals -- in this case Eqal -- and then you have all the energy, excitement, and creativity of a global audience participating in whatever manner they feel, whether that be watching, sending e-mails, or creating their own videos, and becoming integrated into the master narrative. This activity leads to deeper engagement -- which is a good thing for creator, consumer, and marketer. And the exponential increase of material such as e-mails, videos, Twitters can potentially yield greater or at the very least more engaging inventory for brand messages.
This all means more work for everybody. It's more work for the creative team that must create video programming plus organize a community. More work for the consumer/viewer who chooses to engage. More work for the marketer to understand how best to participate in this new medium.
Creating a more lasting and deep connection between all three constituents in this ecosystem is certainly well worth the effort. Judging by the decline in interest in other traditional media forms, the "social show" may well be a keeper for the digital age.
It pushes all the right buttons for the culture of today. It's of the Internet and for the Internet. It takes advantage of the Web's social nature, and harvests the power of crowd for greater creativity and innovation. And that sounds like a winning mix to me.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Todd Krieger is a creative thinker, a connector, and a believer in the power of a good idea. He likes playing among the diverse, and sometimes converging, worlds of publishing, entertainment, technology, and advertising and figuring out how best to leverage each for the benefit of the other.
His bona fides include stints at Microsoft, Yahoo, and Denuo (a boutique consultancy within Publicis). In that time he's produced hundreds of hours of award-winning interactive TV content, including NCAA Final Four Interactive and CSI Interactive. He also relaunched the broadway.yahoo.com vertical in tandem with American Express and helped bring to market the Internet's number one gossip site, omg.yahoo.com. While at Denuo, he worked with "The New York Times," Fox.com, and Condé Nast on how to transition their core print and broadcast assets into the digital world.
Todd has spoken around the world on issues of copyright, technology, and interactivity and has been published in "The New York Times," "Wired," "Premiere," "SPIN," and elsewhere. His book, "The Portable Pundit : A Crash Course in Cocktail Party Conversation" can still be found on Amazon. He lives in Venice, California.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
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