Marketing Roadmaps

Susan Getgood

SciFi, Battlestar Galactica and building relationships with bloggers

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(warning, long post)

A long time ago, in a galaxy far far away, I interviewed Michael Hinman of SyFy Portal about SciFi Network’s successful digital press tour and promised a follow-up with comments from the PR agency that arranged the event about why the network did the press tour and what it hoped to achieve.

Well, time flies. I did do the interview with Courtney White from SciFi’s agency New Media Strategies. I also chatted briefly with the TV Addict, Daniel Malen, another one of the online journalists who attended the Vancouver event, about his impressions of the tour and his relationship with the network.

But other things intervened. The post, which seemed pretty evergreen, kept getting pushed off the calendar.

And then about a week ago, actor Jamie Bamber (Apollo on Battlestar Galactica) told an audience at Dragon*Con that SciFi was considering splitting the upcoming fourth and final season of Battlestar into what effectively would be two mini-seasons of 10 episodes each separated by as much as a year. According to convention reports, he was less than complimentary about the possibility. His statements were backed up by Aaron Douglas (Chief Tyrol on the series) and subsequently apparently in comments by Mrs. Ron (Terry Moore, producer Ron Moore’s wife) on a sci-fi board. So, not a rumour.

And not surprisingly, fans, already unhappy about the long wait for the fourth season, blast- into-the-past direct-to-DVD Razor this fall nothwithstanding, were not too happy about this news. At all.

The shit hit the fan.

Which got me wondering. How do you handle a fan storm like this, especially when the bad news was leaked by a principal actor? According to the same convention reports, the next day, Bamber went overboard in his compliments of the network. Did the “hammer” come down? Did someone speak to him “sternly?” Maybe. Probably. But, as a fan, I’m grateful he spilled the beans, and since he’s a pretty smart guy, I’m sure he knew exactly what he was doing.

SciFi Channel is an enigma to me. Sometimes they get it so right, as with the digital press tour and other fan initiatives they’ve had. For example, the Battlestar Galactica fan video contest last Spring and the recent fan voting for the DVD cover for Razor. When you look at these efforts, it seems that they truly understand how important the fans are and want to “do right” by them.

And then you consider some of the programming decisions. Like this one. Which looks like nothing so much as trying to squeeze five seasons for the price of four. Show producers Moore and David Eick wanted a 5th season commitment from the network and only decided to end the series at four when SciFi wouldn’t make the longer term commitment.

Or the cancellation of Farscape. Still a sore spot with many fans, regardless of the possibility of its return next year as a web-based series

The latest report from SyFy Portal seems to indicate that the final decision on BSG hasn’t been made. Naturally, the fans are mobilizing their letter and email writing campaigns.

So my follow-on question for Courtney White: how do you handle this news? First the leak and then the ongoing internet shitstorm?

And for the digital reporters who cover the SciFi beat, did you cover the Dragon*Con leak any differently than you would have prior to the tour last Spring? Were you able to get answers to your questions quickly? Regardless of your feelings about the potential decision itself, was the communication from the network good as you were trying to cover the story?

I hope to have some of these answers for you in the not distant future, and have some additional thoughts at the end of this post. For those of you still interested in the initial case study, and the network’s decision to do the digital press tour, here’s the scoop.

Courtney told me that New Media Strategies has been monitoring online media for Sci Fi for a few years. This year, they decided to develop a digital media network to facilitate partnership with blogs and other online media. Instead of having to compete with the mainstream press for PR department attention, the digital media would have their own dedicated contact, Courtney.

They wanted to kick everything off with an event. Since it was considered very critical to have top talent involved, a large part of their discussions focused on what was possible. It ended up as the two-day event in Vancouver; in addition to the sets, they had access to the actors because most of the shows were in the midst of filming.

They invited sites they had been working with for a long time plus some newer ones.

“Our goal was to put faces to the sites and develop the relationships further. For some sites, who often acted as unofficial brand ambassadors for the network, it was also a way to say thank you.”

“At my company New Media Strategies, we think this would be amazing for other networks to do as well, and we hoped to show them how successful this sort of thing can be.”

I asked her about measurement of results. This is part of New Media Strategies’ proprietary service, so I didn’t get much detail, but she said that they have methods for measurement that factor in both tone and number of mentions.

Courtney was pleased with the good coverage the tour got, but stressed that the long term relationships were more important. I spoke with her just before ComicCon, one of the biggest conventions in the sci-fi world held in San Diego at the end of July, and asked if there was any difference in her relationship with the various sites, a month after the press tour. She said that when she was reaching out about ComicCon she definitely felt a difference between the 31 who attended the event in Vancouver and those who didn’t: “There is a lot going on and relationship matters.”

In response to a query Monday as I was drafting this post, Michael Hinman also emailed me the following:

“Courtney put on an AWESOME event. In my real-life job, I deal with hundreds of PR firms, and many of the experiences aren’t a lot of fun. But Courtney and her crew knew exactly what they were doing, and that’s why they have 31 bloggers and online journalists who think she is absolutely amazing. :)”

Courtney was pleased with how well the event showcased the online media to the network.

“We work with these bloggers and sites on a daily basis. We know how professional they are. It was great to allow everyone else to see it . That they aren’t rogue bloggers, they are 31of the very best, representing blogs and online to the network. Acting and reporting like journalists.”

At the time we spoke, she felt it was a turning point, and hoped to be able to give even more exclusive coverage to the online sites.

What would you do differently? She said she would “definitely allow more time. Although we were planning it for six months, it was only a month out from the event when we sent out the invitations. Some sites couldn’t swing it in that short a period. I’d also have a longer event, with more time for the panels so we could showcase even more shows and actors. And I’d eat more of the free food.”

I asked her what she would advise other companies considering blogger outreach. She said the most important thing is to establish relationships. She also suggests that you kick it off with something “big” to show the people – whether they are digital media or bloggers – how important they are to you.

She also commented that “companies and the networks have to come down from on high and get to know the consumers, the viewers. Bloggers offer honest opinions and often a true fan perspective is more valuable than the filters of an editor.” That was one of the things that most impressed her about the SciFi event; network execs Bonnie Hammer and Mark Stern attended many of the events, both formal and social, and listened to feedback from the attendees as both journalists and fans (editorial comment below).

“We wanted this to be a first, not a last. We plan to do this more than once per year. We all learned a lot and as we move forward, it will only get bigger and better.And next time we would invite Susan.” 🙂

When I started writing this post in early August, I thought it would be interesting to get the perspective of an online writer who attended both the Vancouver shindig and ComicCon. Michael from SyFy Portal introduced me to Daniel Malen, the TV Addict. I asked Daniel if he sensed any change in the relationship with the network after the media tour, and particularly at ComicCon.

He said that unlike some of the folks who have been writing for a long time and who might have a different perspective, he’s only been doing the TV Addict site for a couple years, and SciFi has always been very helpful to him. Some networks won’t send him stuff because he lives in Canada, but he noted that Courtney recently had sent him the screener of Flash Gordon (Editorial comment: bit of a mixed blessing, that.)

He also said that she was really helpful before ComicCon, letting him know about the various events and press conferences. but he didn’t have much interaction with the network during the convention. Last year at ComicCon, he attended some press conferences but this year the convention was so crowded, he basically stayed glued to his seat in order to see both the Heroes and BSG panels.

Courtney says she loves working with sci-fi fans because they are so passionate about the genre. As I commented above, I wonder how that plays out when the news is not so good…..

As a fan, I’d hope that Bonnie Hammer and Mark Stern are listening to the fans now too, at least to the Battlestar Galactica fans, and will give us a good fourth season, rather than trying to milk 20 episodes into two seasons. Hell, if they’ve changed their minds and now want some sort of 5th season, I’m sure Moore and Eick can come up with a Plan.

Finally, speaking of Flash Gordon (SciFi), we watched it Friday and I was not impressed. Torchwood (BBC America), on the other hand, was terrific, and I highly recommend it. Be warned though: it does have some pretty adult themes. Doctor Who, Season 3? David Tennant is still no Chris Eccleston, but it seems a bit better… We shall see.

The $25,000 question: should I watch Heroes?

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Here are the questions I posed directly to Courtney, Michael and Daniel in an email before I published this post:

How do you navigate the waters when the digital media, who may also be fans, and the fans in general, don’t like what the network is doing? How does your relationship help? How do you balance everything? Especially if as fans, you aren’t crazy about the decision you may be reporting on as reporters.

Courtney’s reply:

“I’d say we have to keep in mind the medium we work in within this Digital space, and the very essence of what makes it successful.  People want to read the true opinions of those they have come to know and trust. I don’t ever want to put my partners in a position where they feel like they can’t be honest about a certain decision or property.  Instead, we like to try to honor that relationship by giving the partner site as much content and information as possible to use in the most positive way that they can, while being true to their feelings.  Helping fans understand the reason behind your decision, and delivering a good product after that decision is also key.  I’m lucky that working with the SCI FI Channel, most of the product that they put out is really great stuff – and their decisions are based on solid reasoning.

I think it also comes down to the relationship the fans have with the network.  Do they trust that network’s vision?  Do they trust that that network is really listening to them?  If so, I think any
property will be given a little more slack to find it’s place.  Things like the Digital Press Tour and Comicon invitations have helped us to show the fans that they are important and being heard – and that has really worked in everyone’s favor over the past few years. ”

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Some weekend viewing

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Sandy sent me a couple of great video links this week. So for your weekend enjoyment:

Internet People.

I’m somewhat frightened by how many of these references I actually get (and probably blogged about) and extremely relieved that I DON’T get a few of them 🙂

And courtesy of Cadbury, a moment of joy.

Have a great weekend everyone.

Kids, social networks and Scruffy

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This is Scruffy.

Scruffy is polyester fiberfill crack. And before the people at Webkinz have a fit, let me assure you, I mean this in only the most positive of ways.

Scruffy was my son’s first Webkinz. Which I freely admit was purchased for him this summer because I am very interested in how kids interact with online social networks. How children interact with these networks gives us the roadmap for how we, as a society —  not we, old geezers —  will experience online in the future. For one thing, I don’t think advertising will be nearly the show stopper for the next generation as it often is for internet old-timers. (And how weird is that to write, let alone as a concept. Internet old-timers. Ouch.)

Yes, I made my kid a Webkinz user. Little did I know he would become, in very short order, a Webkinz addict. To the point that when we returned from our house in Vermont on Monday, I needed a duffle bag just for the Webkinz. He’s even spent his own allowance on them. OMG.

But why am I writing about Webkinz here on the Roadmap? Interesting as my child’s stuffed animal collection is (not), what does that have to do with marketing?

Here’s what. Hats off to the folks at Ganz, who reinvented a stuffed animal business into a hot Internet destination

Those of you with kids age 6-10 probably already know what Webkinz are. For those of you with younger, older or no children, Webkinz are stuffed animals, purchased at fine retailers everywhere, that come with a code that gives the owner access to the online site Webkinz World for one year from the date of adoption (registration) of the particular animal. Oh, and you get $2000 kinzcash with each adoption. Remember that; it will be important later.

Webkinz World is a virtual world for kids. They dress, feed and play with the online avatars of their stuffed pets. They purchase clothes, food and furniture with their kinzcash, earning more by playing online games and quizzes. There are also activities that kids can only do once per day, encouraging daily visits. Is it possible to earn a lot of cash with the games? Sure. But not surprisingly, the biggest infusion comes when you adopt another Webkinz. Which is why kids have so many of them. And that’s not even counting the trading cards and charms (required for access to the charm forest.) It’s an online world, but the financial model is solidly rooted in physical goods.

It’s like having a money machine in the basement. Without doubt, it willl be a Marketing 101 case study of an old line business that made a successful transition to a (quasi) online model. Certainly breathed new life into the stuffed animal segment. Aunt Mabel may not be online but she can certainly purchase a stuffed pet at the toy store.

 Webkinz World is fun. The games are challenging but not impossible, and kids can safely play with other children online. I would give it a big thumbs up as a social network for kids except for two problems. First, the infrastructure just can’t support the volume of kids logging in. Which makes for a frustrating experience for the child. Especially when things go wrong, which is the other problem. For a community focused on kids, its customer support is distinctly unfriendly and works overtime to avoid an actual conversation, email or otherwise, with a user, relying instead on FAQs and automated emails. Not much use when you are trying to console a 7 year old about a lost "Torch Treasure." Not terribly consistent with Ms. Birdy, the friendly adoption counselor.

Apart from these issues though, watching my son on Webkinz World has confirmed some things for me about the digital native population –those that have no "pre-Internet" memory.

First, the commercial aspects won’t bother them in the least. Advertising. Sales Promotions. Contests. No problem. As long as they are being entertained or even educated. As long as the advertising fits with the experience. As long as they are sufficiently rewarded for their time.

Second, much as they may love one experience or world, it is a mistake for the world to assume total loyalty. If Webkinz World is unavailable too long, my son is more than happy to pop on over to Nicktropolis, which, while not as engaging, does a better job on availability. And has Spongebob.

I have no idea how long Webkinz will capture his attention. But for now, he’s having fun, and I enjoy watching him, and occasionally helping him with a game or two.

And btw, I play a mean game of  "Lunch Letters."

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Getting Web site development right

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Two of the most popular search terms for this blog are "b2b website" and "corporate websites suck." The second due to a 2005 post called Why Corporate Websites Suck and some ideas for fixing them.

But, as I was writing a memo about site development for a client, I realized that I haven’t written about Web development here in quite some time. Since people seem to be coming here for just that sort of information, seems like I should rectify that 🙂

So here’s a step by step outline that covers the most important part of the process: defining the requirements and navigation for the site. I strongly believe that you must have a clear picture of the path(s) you want your visitors to take through your site, to get to the desired result, before you commit one line of code or design a single page.

These are the steps I follow. Every time. New site or redesign.

1. Assemble a team that represents the key stakeholders in the site. You do not need every individual, but you do want to be sure that the representatives are truly cross-functional. In some cases, you will want someone from the actual business area. In others, it may be more effective to have members of your team interview the relevant people. Some of the functions that should be included are sales,  marketing, business development, communications and customer service.

I do not recommend having the Web designers or developers too involved in this stage. You want to keep the discussion at a business level until you have a solid idea of what is needed across the company. Developers often get too wrapped up in how to do something rather than what is necessary, which should be the focus early in the process. Involving developers too early also can steer the discussion toward what the developers can do easily rather than what the company really wants. Later, when you get to the development stage, you may make concessions due to cost or complexity but it is too limiting and undermines creativity to start this way.

2. Once the team is assembled, the first order of priority is to identify the objectives for the Web site. These objectives should be closely aligned with your overall business goals. Some of the questions to ask:
a. Who are you trying to reach?
b. Why?
c. What do you want to tell them?
d. What do you want them to do once they are at the site?
e. What are the priorities of the business now and for the next three years?

It is helpful to pull the web stats from the existing site to better understand what your site visitors are doing. What areas get the most traffic? What are people coming to your site to see and do? It’s okay to let the team refer to areas on the current site that they feel need to be kept or improved, but don’t let them get bogged down in what they don’t like or think does not work. The point of this work is to develop a specification for the new site; rehashing previous decisions, good or bad, is not useful and slows down the process.

You are going to have multiple audiences and multiple objectives – everything from sales to customer service to media outreach to things very specific to your business plan. This is exactly what you want at this stage.

3. Next, you determine priorities. Of all the objectives identified in the previous stage, three, maybe four, will be critical to your overall business objectives. These are the priorities and the elements that should get attention on the highly valued “real estate” of your home page. For the most part, everything else can go on inside pages. Typically, the core priorities fall into these buckets:
* Identify product set and market segments so visitors know they are in the right place;
* Communicate key company news/events/messages to constituents;
* Purchase;
* Customer service.

4. The team should then discuss content. Starting with the existing content. What stays/goes? What should be improved? What new sections do we need? What data do we need to capture from our visitors? How will we let people search our site? Keep the team focused on the desired result, not the technology that might be used to get there. And don’t worry about writing the content yet; that comes later.

5. One or two team members should be deputized at this stage to develop a straw man home page, home page navigation and inside navigation. Their job is to synthesize all the discussions into a cohesive navigation. You still should not be thinking about design or functionality. Keep thinking content. The key questions:
a. What action do we want or expect to visitor to take?
b. How can we drive the visitor through our site to accomplish our priority business and site objectives?

As mentioned above, you need to stay focused on the visitor. How does she use the site? What did she come for? Every click should move the visitor forward to accomplish her objective. The goal as we develop navigation is to ensure that she is never more than one click away from the next thing she wants.

This is just about the most important part of the process: Making sure you have defined a clear path through your site for your users so they get what they came for.

Never assume that the visitor will figure it out. If you want him to do something, make that the attractive option. If he wants to buy something, make sure he can do it easily and quickly.

So, if we sold apples, our home page would make it clear we sold apples, and perhaps the range of varieties. Within one click, the visitor could get more information on the specific varieties (product page). One more click gets him to the order page, or perhaps the dealer search page if we don’t sell direct.

We can offer more information about our apples, but we have to make the desired path crystal clear. Otherwise our visitors get lost.

Typically, the home page has its own navigation, and the inside pages have two levels of navigation: a top line navigation which contains all the items that are common throughout the site, and not that different from the home page navigation, and a side navigation, which contains all the navigation items for the specific section of the site.

6. Once you have your straw man, the team reviews it and the straw man is adjusted accordingly based on feedback. Continue the review and revise process until you have a defined home page and navigation that meets the approval of your key team. This should all still be in outline and very rough graphic form “FPO.”

Now it is time to involve the Web developers and designers.Whether you are putting the project out to bid or using an inside development team, I always recommend that the marketing team and key stakeholders get a clear picture of what they really want from the Web site before involving the techs.

I also stay away from delivering a “spec” to the Web team in the first pass. I find it more useful to present what the site needs to achieve from a business and customer perspective to see how the vendor(s) respond. You may discover that some of the things that you’d like to have require more funds than you have budgeted. This is where the priorities developed earlier come in so handy. The budget needs to deliver the priorities first, and the “nice to haves” come after.

The goal is to develop a scope of work that delivers as much of your core needs as can be accomplished, along with a plan to incorporate any additional elements as time and budget permit.

7. You then move into the development stage of your site which typically will have three main areas: Design, Development and Editorial. Your Web developer will probably offer both Design and Development (functionality, coding) services. Editorial, ie writing the site, is best project managed by someone in-house using a combination of internal and external resources. If you spend the time upfront as I’ve outlined, the actual development project will be far simpler and smoother than you perhaps have experienced in the past.

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