With Inverge 2007: The interactive Convergence Conference approaching, a number of convergence discussions from this past year have come to mind. The conference is a multi-disciplinary conference happening on Thursday & Friday September 6-7 in Portland, Oregon focusing on the invergence of media platforms, online + offline, content + advertising, corporate content and consumer-generated media..

In July of 2007 I had conversations with Chris Pirillo and John Anthony Hartman about the convergence of emerging media. We discussed how smart sponsors could benefit from market opportunities arising from the evolution of social media through an understanding of content convergence and the Internet. John talked about affective economics and the evolution of a new “reputation economy.” Chris shared his insights on video and integrated branding. I wondered if affective economic theory, transmedia sponsorship strategies and “commodities of choice” could create a viable form of “ethics based commerce?” Thanks Chris and John for your insight. Here is Part I of “a liberal recap” of those conversations. -Rod

“When I’m watchin’ my TV
And that man comes on to tell me
How white my shirts can be
But he can’t be a man ’cause he doesn’t smoke
The same cigarettes as me”
SATISFACTION Jagger - Richards

WHAT DO GOOGLE AND THE ROLLING STONES HAVE IN COMMON? They sell things. They have a great brand and they do very little advertising. This is done by monetizing the commonality of relationships they enable between people. In other words, The Stones are smoking the right cigarettes to tell the interlacing communities that touch their art how white their shirts should be. And what brand of bleach or detergent they should buy to make it so. And with that kind power Mick may not be to far off the mark when he sings “I can do whatever I want … any old time”.

How did The Rolling Stones and Google become so empowered? People Power. Power to the people. First and foremost people trust people. Not companies. It is people being happy with their product and telling other people how happy they were that made their brand.

Start me up. How can I create a brand that people will patronize and evangelize? Be real. Be honest, be transparent, provide a way to engage people so they can communicate with you, and have that communication be participatory. Admit your mistakes and adjust accordingly. Now, start over, do this again, in a new unit of time. It’s that simple.

There were reasons why Google Video as we knew it is over. Your Satanic Majesties request was not the last Stones record. They recognized their mistakes, listened to their audience, improved their product and went on to be arguably the greatest search engine and rock and roll band in the world.

How do you create this strength in branding? Again, you will not find Google or The Rolling Stones doing much advertising. If these two companies [and make no mistake about it The Stones are a very successful organization] did not create these powerful brands through advertising how did they do it? People. O.K., if I am going to create my brand through people, where will the people come from? The Internet.

The Internet is an interconnected network of people. So…we all know there are people on the Internet. Globally. Now that we know where the people are, how do we connect?

Why did Google buy YouTube? A picture is worth a thousand words. The best way to reach people on the web is through video. But what is the strategy? We have all heard the term viral video. Viral video is a buzz word not a strategy. A proven strategy that works is engaging in a “video based transmedia sponsorship program.” What is transmedia? Also called multi-platform and multi-modality, this media application uses multi-modal representations to convey a brand through numerous content sources. By using different media we create the entry points through which consumers become immersed in a “brand world.”

YOUR STORY IS YOUR BRAND

Convergence on steroids. Based on the transmedia dynamic, transmedia story telling or enhanced story telling is based on content integration and hypersociability. It’s all about the story. There are two prominent factors during the growth of transmedia story telling. First is the continued proliferation of new media forms like video games, the Internet, mobile platforms and a content demand for each. The second is an economic incentive for media creators to lower production cost by sharing assets.

Transmedia storytelling represents a shift in the way we think about our relationship to media. Pop culture mixed with new interactive skills has redefined the way we learn, work, participate in the political process and interact with others around the globe. It has redefined our role as consumers. User generated stratagems now have the audience deciding the look, feel and future of media content.

BRAND EXTENSION, SYNERGY & FRANCHISING

As video is the best way to reach people on the web, transmedia dynamics enables the video to be an effective integrated branding tool. Here is how it works in theory. Transmedia dynamics enables organic “entry points” for an “edutainment experience.” These entry points or touch points are where your existing customer base interconnect with your potential customers. Here you are able to engage, brand and transact with multiple groups all at the same time. If your brand is mentioned seven times within a social circle it is being adopted by the market. Hopefully in a positive way.

The touch points or “extensions” are where your message is placed to expand potential markets through brand movement across different delivery systems. A synergy of “lovemarks,” [see below] participatory knowledge, culture and autonomy create the environment for economic opportunity through coordinated brand franchising. This promotes the circulation and exchange of commodities.

The key is getting your audience to engage in the participatory process. It’s all about people or as Renoir said “the feeling across the table.” You not only want to get them to engage, but to engage in the appropriate manner that will move your brand forward. To have that feeling across the table be a good one, we use “lovemarks.” Lovemarks are the interlaced commonality of human emotional connections. These connections capture the viewers imagination leaving a memory that inspires the necessary interaction for a commodity exchange experience. Lovemarks are the mystery, sensuality and intimacy that link the brand to the consumer. Because of the commonality of this human process, our lives, relationships, memories, fantasies and desires have collectively become the conduit for transmedia transactions in our new participatory culture.

With video at the core of you transmedia brand storytelling strategy, video and a video sponsorship program is the perfect hub for over 100 touch points in your integrated branding effort. Over 100 places where you can engage your audience in a participatory fashion. When you add live streaming as another dynamic component you can now deliver transmedia transaction “experiences” quicker than any traditional media can.

MIND SHARE EQUALS MARKET SHARE

Remember, think Google, think The Rolling Stones. Brand recognition is more valuable than any advertisement tracked with verifiable metrics. Win with lovemarks and their minds will follow. Mind share equals Market share. So once you have their heart and minds cued up then what do you do? First, the world doesn’t work for you or your company. Know it, love it, live it. Your customers see your relationship as give and take. Be transparent. In the new reputation economy the network that is the Internet will separate truth from fiction and spin. As you meet the challenges of a product life cycle, your biggest supporters will appreciate being able to connect with you and be glad to share the news. This form of contextually relevant integrated branding will produce a better product and make happy employees. Employees are a great source of evangelism. Happy employees are loyal employees. Happy customers increase sales, enhance your reputation and market your product for you.

The reputation economy dovetails perfectly with the theory of affective economics where the consumer is active, emotionally engaged and socially networked. It is here that your brand is constantly vetted as a “commodity of choice.” These are the commodities picked by the target knowledge community [your customers] through the social sphere of media they chose to consume. It is the interconnections or entry points that touch the neighbors [potential customers] where your story is passed along to other adjoining web communities through the connecting love marks and entry points.

And what’s next? What exciting things might the future hold? Maybe affective economics, a reputation economy and commodities of choice will set the stage for a viable “ethics based” commerce system. Stay tuned and be the change.

Rod Pitman

Executive Producer

Emerging Media

AlphaGeek.TV

[tags]Transmedia, Lovemarks, Ethics Based Reality, Affective Economics[/tags]