Marketing Roadmaps

Susan Getgood

BlogWorld Expo and the entertainment industry

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If you’re interested in the shift currently happening in the entertainment industry from the traditional studio driven model, in which a few media moguls control the purse strings and our screens, to a user-generated creativity-driven online model — for example, Joss Whedon’s recent direct-to-Internet project Dr. Horrible’s Sing-along Blog —  I’m moderating two panels at BlogWorld Expo next month in Las Vegas that you might find interesting.

They’ll certainly be entertaining. Read on, check out the panelists and you will see why.

The point of departure for both panels is the Writers Strike, and how the writers used social media like blogs and YouTube to get their message across.  I came up with the idea for the panels shortly after the strike ended last spring. I was struck by how effectively the writers used social media to communicate with the media, fans and indeed with each other to keep themselves motivated during the long months on the picket line. I pitched the idea to BlogWorld Expo, they said yes, and the gods must have been smiling on me, because I was able to recruit some truly awesome panelists.

Here’s the scoop on the panels. I hope to see you there.

Social Media and the Writers Strike: Blogs, Fans and Community
Saturday September 20, 2:45-3:45 pm
This panel, the first of two about Social Media and the Writers Strike, will offer an overview of how the writers used social media during the strike to inform the public, encourage and reward fan support and keep union members motivated. We’ll focus on community-developed sites like United Hollywood and the impact of fan support as we discuss the overall impact of social media, vs. mainstream media, on the outcome.

Panelists
Jeffrey Berman
Jeffrey Berman’s first spec script was purchased by Brian Grazer and Ron Howard at Imagine Films. Since then he has written feature film projects for Universal Studios, Paramount Pictures and The Walt Disney Studio, as well as several independent film companies. In the television market, Berman has written and sold several MOWs including The J.K Rowling bio-pic for NBC television and The Last Rainmaker for Hallmark. Recently, Berman co-founded UnitedHollywood.com and is producer/co-host of UnitedHollywood Live. He also created and hosts The Write Environment, a compelling series of one-on-one interviews with some of today’s most prolific writers.  He ran the Pencils 2 Media Moguls campaign during the strike; read more here.

Erica Blitz, Galactica Sitrep
Erica Blitz, who often goes by the online handle "ProgGrrl," is co-editor of the BATTLESTAR GALACTICA fansite Galactica Sitrep, and blogs about miscellaneous TV, film and pop culture at FanGrrl Magnet. She currently works in film advertising in New York City and has a background in both film and music marketing. For a closer look at how Sitrep covered the WGA strike from the fan perspective, check out these tagged posts. 

Steve Diamond, Vallywood
Steve Diamond is a law professor and political scientist on the faculty of Santa Clara University School of Law in Santa Clara, California, which is in the heart of Silicon Valley. He has an extensive background in the labor movement and advise a wide range of unions, workers and institutional investors on financial and legal issues. He was a candidate to become National Executive Director of the Screen Actors Guild in 2006.

Mark Verheiden, Famous Mark Verheidens of Filmland
Mark Verheiden is currently the Co-Executive Producer of the Peabody Award winning television series BATTLESTAR GALACTICA, screenwriter of the Fall 2008 feature MY NAME IS BRUCE (starring Bruce Campbell), and screenwriter on the original feature film ARK (Sony Pictures), produced by Neal (I AM LEGEND, FAST & THE FURIOUS) Moritz and Mike (Dark Horse Productions Chief) Richardson. Past work includes writing and producing the first three seasons of SMALLVILLE, writing the scripts for the feature films TIMECOP & THE MASK, and scribbling out nearly 125 comic books including THE AMERICAN, ALIENS, PREDATOR, THE PHANTOM, SUPERMAN and SUPERMAN/BATMAN.”

Social Media and the Writers Strike: How user-generated content won the war of the words
Saturday September 20, 5:00-6:00 pm
The use of user generated content during the Writers Strike to both inform and entertain further validated the importance of the Internet medium. This panel, the second of two about Social Media and the Writers Strike, will dive deeper into the impact of websites and videos written (and often performed) by the writers and distributed through YouTube, United Hollywood and other Internet sites. Why did they work so well, and how has user generated content changed the entertainment landscape? What lessons can we apply to our own endeavors, personal, professional and corporate?

Panelists
Jeffrey Berman (see bio above)

Michael Colton, www.coltonaboud.com
Michael Colton writes for film and television, and is currently working on a new Fox animated show set to air next spring. He and partner John Aboud also appear regularly as panelists on VH1’s "Best Week Ever," "I Love the 80s" and other shows. Before moving to L.A., they ran the Web magazine Modern Humorist, and prior to that, Colton was a staff writer for the Washington Post. During the Writers strike, Colton & Aboud created the much-discussed parody website AMPTP.com (now housed at AMPTP.humortron.net). Joss Whedon praised them as "heroes," which is obviously an understatement.

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See what I mean? It’s gonna be a fun time, and I hope some of my readers can join us. If you can make it, use discount code SGVIP for 20% off your admission. The code is good until September 1st, but early bird registration ends on August 22d; if you are planning to go, you can save even more by registering by then.

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Special thanks to Erica Blitz and Rob Kutner, a writer for The Daily Show and author of Apocalypse How. They were invaluable in connecting me with potential panelists, and I am forever grateful for their help.

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The secret sauce for the perfect pitch

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First things first. No matter what we’d like to believe, there is no such thing as the perfect pitch. One person’s spam is often another person’s breakfast.

Here are my ingredients for the secret sauce of a nearly perfect pitch to a blogger.

Relevance

Relevance is a key ingredient. Without it, it is highly unlikely that you will get even a nibble from a blogger. Do your homework. Make sure that your product or service and pitch match the blogger’s interests. And please don’t assume that the blogger will connect the dots and understand that your pitch is relevant. Tell her why you sent her the pitch, why you thought it was relevant. Otherwise, a blogger just might assume that you got lucky, not that you were smart.

Respect

Don’t patronize. Nothing irritates more than the arrogance that you, the company, are doing the blogger a favor by telling them (and 1000 of their closest friends) about your "thing." Certainly tell the blogger why YOU are excited about whatever it is, but don’t suggest that they will be as well. Or that their "readers will love it". That’s for the blogger to decide, and that phrase, more than any other, will consign your pitch to the trash heap.

Don’t ask the blogger to write. If the pitch was good, you don’t have to ask. There are a few exceptions of course, mostly related to charities and fundraising where you will be forgiven for asking folks to spread the word. But truly, you are much better off if you focus on developing a program or offer that the bloggers will want to share with their friends. Also known as  the readers of their blogs.

Brevity & Clarity

Get to the point. Quickly. Tell the blogger who you are, why you are writing and why you thought this pitch was relevant. One to two paragraphs at most. Bloggers don’t want a laundry list of features or a lot of marketing-speak and PR puffery. They may be reading your pitch on a mobile device or even a dial-up line, so ditch the attachments. Instead, tell them the WIIFM.

What’s in it for me? Answering that question for the blogger is what makes a nearly perfect pitch.

Value

Your pitch or program should add value. Otherwise, you should advertise.

What does adding value mean? A personal blogger writes about things he is interested in, generally from the perspective of how they impact him. He’s telling his story, and you need to give him a good reason to include your story in his. That means putting your product or service into his context, not talking at him from yours with a press release, list of features or carefully crafted message point. Here are some ways to do this.

Provide access to exclusive information. But make sure it is access that the blogger actually wants. Few bloggers will want an "exciting interview" with your marketing VP. Sorry. But if your brand uses a celebrity spokesperson, some might be interested in an interview or even a meet and greet if there is an appropriate venue. Others might love access to your product managers, a factory tour or an invitation to participate in an advisory board.

Offer evaluation products or samples. Pre-release or beta is okay, just be clear on what you are sending and whether you want direct feedback, to improve the product, or are simply sending it so they have a chance to try it out. Remember, bloggers don’t need it to be new, although they do like to be clued in on the new things. Who doesn’t? What bloggers really need is for your pitch to be relevant to their interests. This is a golden opportunity for companies who are able to make their products "new to you" with relevant stories. Word of warning: Do not expect to get the products back. If your budget cannot support sending evaluation product to every blogger you pitch, cut your list back to a number that it can support. If your product is a high priced item, such as a computer or a car, consider ways to offer trial through loaner programs and events. Both Ford and GM have used these tactics very successfully recently to get folks into their vehicles. Computer companies have long sponsored the Internet cafes and email stations at industry conferences for the same reason. [BTW, if you are a computer company, I came up with an idea for you while writing this post. Call me.]

Offer products to the blogger that she can give away to her readers. Many personal bloggers use ads to offset the cost of their blogs; giveaways and contests attract readers, which in turn can increase advertising revenues. It’s such a simple way for a company to add value for the blogger while achieving its own goals of promoting the product.

Events and junkets. While I often worry that we put too much focus on events and trips, they are a good way to expose bloggers to your products and most importantly, your people. Important: while every blogger relations effort should be considered, and measured, in the context of your marketing and communications strategy, this is particularly critical when it comes to events and junkets. No matter what your budget for the event, no matter how big or small your company, your event is going to consume a lot of resources, both hard dollars and soft costs. You have to have a clear objective and a way to measure it going in, or you will be wasting money. No matter how much the bloggers loved the event. You should also look into sponsoring events or conferences that already attract the blogging population you want to reach. Consider sponsoring the attendance of a few bloggers who might otherwise not be able to afford a key industry conference. But don’t make hollow offers. Make it meaningful; a free registration isn’t much use if the blogger can’t afford the plane fare. 

Support the charities and causes the community cares about. Many companies do this already in "meatspace." Think about how you can extend your support into your online and social media efforts. But beware of token support or the appearance of carpet bagging. Charitable involvement must be organic to your business or your product; don’t just jump on the latest bandwagon, throw a few dollars at something and expect to reap the rewards of your largesse. Folks can spot a faker. Just look at all the firms that have tried to "go green" with superficial efforts and have ended up more red-faced than anything.

Put the blogger at the center, not your product. Feature them on your site. Invite them to be part of an advisory council or product focus group. Actively solicit their opinions and feedback on new products. We did this with the Photographic Memories project during the HP Photo Books launch. A central element of the program was interviews on hp.com with moms about the role of photography in their lives. No question, there was a connection — if photographs are important in our lives, what better way to share them than a Photo Book — but that was not the focus of the interviews.

Over the next few weeks, we’ll take some good pitches and dissect them for the value element. I’ll also share a bad pitch that could have been so much better if the company had just focused on adding value for the bloggers, not just pushing their products.

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Simplicity

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Over the past few years, my writing has gotten tighter, more direct. Shorter sentences, less jargon, fewer uses of "leading" this or "state of the art" that. Is it a result of age and experience, my increasing involvement in bullshit-intolerant social media marketing or some combination of both? Who knows?

What I do know is that I try to make every word count. Even though I sometimes write long, I don’t use too many extra adjectives or empty adverbs. Sure every now and then, one sneaks in, but for the most part, my writing is a lot crisper than it was five years ago.

In fact, one of my biggest criticisms of  PR pitches is that they are wordsmithed to death in search of the perfect phrase, the most clever pun, the perfect call to action. They end up excessively wordy and take far too long to get the point. Sometimes they miss it altogether.

I was reminded of this fundamental change in my own writing this week while working on some content for a new client. A professional association, it accomplishes much of its work through volunteer committees. I had drafted a simple document for the group’s launch and a few committee members had feedback. Which I welcomed and sincerely tried to incorporate in the doc. After all, it is their group and their intent was to clarify the value proposition.

But as I was doing it, I realized that many suggested changes weren’t making the document any clearer or more persuasive. They were just more words to say the same thing we’d already said in fewer.

It reminded me of the anime cartoons my son watches that revolve around card game battles and duels. Shows like Yu-Gi-Oh, Bakugan Battle Brawlers and Chaotic. In every show, the combatants have to painstakingly explain what they are doing. Otherwise we would have absolutely no clue. It goes sort of like this:

 I use the super monster card which has 200 more life points than your life sucking monster card to free my super duper card, says the hero. Ah ha, replies the villain, but now I play my something or other card that reduces your life points by a factor of ten and allows me to use my life sucking monster card in magna mode. [Huge sigh from the hero’s friends] Oh no, says the hero, I didn’t see that coming. But I can play my magna-minimizer card to remove your life sucking monster from the field.

And so on. and on. and on.

All this explanation just sucks the excitement right out of the story. Give me a simple sword battle or a good shoot ’em up any day. Where I don’t need a scorecard, a narrator or a translator to understand the action.

Clarity. That’s what makes a good story. As opposed to a cartoon designed to sell packs of playing cards and other merchandise to kids who will probably never actually play the game. Because it is too complicated.

It’s the same for your marketing message. Strip away the adjectives and explanatory clauses. What’s left? If you can’t tell the story without all the extra explanation in those clauses? If your story seems blah without lots of adjectives? Then you probably don’t have a good story and a few more adjectives won’t make it so. They are just more empty words, taking up space and contributing nothing.

It’s never been more true.

Keep It Simple.

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If you’ve been waiting to hear all about the California trip, I posted the high, and low, lights over at Snapshot Chronicles.

Blogger Relations Tip: Sleep Is for the Weak

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Next week, I will be back with new installments of good pitch/bad pitch as well as the promised post about the "secret sauce" of blogger relations. In the interim, if you are interested in a crash course on parent blogging,  get your hands on Sleep Is for the Weak, an anthology of posts from some of the best known mommybloggers edited by Rita Arens (Surrender, Dorothy).

Sleep Is for the Weak is a perfect introduction to parent blogging and should be required reading for any marketer planning a program or campaign in this space. It doesn’t replace the research and reading that I recommend as part of the Preparation phase of blogger relations, but it’s a great place to start.

Do me a favor though. Please don’t stop there by simply sending your pitches to the writers in the book. I do not want to be the indirect cause of more spam in their inboxes. Thanks!

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