If you’ve got your google alerts and your facebook preferences set, then you already know that online video has added two big awards shows to the 2011-2012 slate: the IAWTV Awards and the revamped Streamy Awards. And you probably also already know that both of these online video awards shows have partnered with way bigger entities that are not necessarily linked with online video: IAWTV with the Consumer Electronics Association and the Streamys with Dick Clark Productions.
For both of these independent new media organizations, these are big developments which will likely produce big shows that will hopefully bring in big awareness of the industry (which is good). I honestly think all the people involved in both organizations kick some digital ass, and awards shows (especially at this early juncture in our industry) are meant to be an indulgent fun party with marketing perks for all involved so they should just go for it. However, that comes with a warning, because it reinvigorates the on-going argument about how we in new media do our business and why we keep getting let down. While we’re rolling in red carpets and setting up step-and-repeats to emulate Hollywood premieres, are we forgetting that we’re new media not old media?
New media organization, old media tricks, current problems? I think as innovative digital media producers we need to pull out every marketing trick in the book to bring in viewers, and if viewers are going to be impressed by a festival wreath or a glossy picture from a premiere, then use it. But at the same time, make sure you look at your analytics and that your fans are really looking at these pictures and that it is not just digital media community facebook tagging each other all around town. And even if we get a “legit old media” photo news source to attend an online video event, will anybody ever search for these pictures besides us? Well, they may if the photographs include an “old media” name. Hence, the problem.
So, how much marketing help is all of this actually providing? As someone who has spoken on I can’t-even-tell-you-how-many panels hoping to perhaps gain a few more viewers but only to be faced with the same infuriating question “how do you make money?”, maybe we need to do an overall re-evaluation of some of these tactics… and stop relying solely on them.
… and stop blaming the big events for letting the small people down.
Yes, there have been several glossy events over the past two years where things have not gone as planned, and online video creators and cast showed up with big expectations only to be treated poorly through either weak planning or a lack of respect. And then we huff and do what we do best — mouth off online.
Instead of banning these events, we just need to remember that we’re new media creators. We can party with the old but also show them we have new tactics. Remember: some of the biggest successes online (that gained respect by old media) did just that — by incorporating interactivity before anybody else, depicting topics nobody else was discussing, finding new ways to tell stories, and also finding new ways to spread the damn thing.
So, if you have it in your budget to submit to festivals or fly out to awards shows, then do it, and hopefully you will have fun and make some partnerships. But don’t forget about other important online-specific marketing techniques like SEO and social media because that is where we should excel.
What do you think? What are your thoughts about using old media marketing techniques in new media?
DARYN
I agree completely. While there’s something to be said for Red Carpets and steppin’ and the repeatin’… how much is that helping your show? We need to find ways to market ourselves to people who will have no idea what goes on at a film festival or industry awards show.
My big question of the day is… what a new media version of a red carpet? I want to figure it out and I want to use it.
Great topic – I can address this from all sides as Media, Marketing, and Producer of Content and Publisher.
We cover entertainment related red carpets, celebrity events, premieres – both old and new media i.e. indie productions. Our videos views continue to grow as our presence in the “red carpet report” area. We covered last year’s Streamy’s and I have to tell you that new media / indie TV professionals don’t just do a web series, they have other things like acting or producing roles. When there is a buzz about a new show people search. Mingle Media TV is Internet savvy and has SEO’d the heck out of all the photos and videos that we produce from these events. That means if you or one of your cast members is going to be in something coming up and they get searched – then our video might be in the result with information about YOU and your show that you were talking about at the Streamys or whereever we interviewed you.
Think of these events as a place to market yourself… and be smart about it.
We also have seen lots of bad behavior on the red carpet from people flipping the bird or being disrespectful of other creators, crossing in front of a hot camera while they are getting interviewed, not dressing appropriately. You never know who is going to see you – especially on a red carpet. If New Media producers/creators want to be respected – there are traditions and unspoken rules to understand. We are seeing that with what is happening this week at another event. People don’t know what they should know or what to ask to be prepared.
Last fall, we put together a live streamed panel of experts on what you should know and do on the red carpet – included on the panel was Kristyn Burtt, Jeff Rago, stylist Kallah Maguire, VP of PR for the Lippin Group (who manage red carpets for Emmys, People’s Choice and rep a lot of A-list celebs) http://blip.tv/minglemediatvnetwork/mingle-media-tv-network-presents-getting-red-carpet-ready-expert-panel-4340305. Might be good for the newbies to check out.
Either way. A video or photo lives forever on the Internet – if you want to be taken seriously for your craft… make a good business decision and be professional, talk about what your project is today and what you are doing in the future and the find that media and embed it as a calling card for people who are out there looking at your website, your series, your work.
You’re an artist – okay, but if this is your business – then treat it as business. Don’t miss out on opportunities to shine!!
Dang it – I hit submit before I meant to…
Example: Google Search: Janet Varney (she’s done TV, movies & web series) but now that she’s the voice of Korra in the new Airbender – fans want to see what she looks like.
Her interview with Mingle Media TV from the Streamys is the 5th result on the first page of Google – under her wiki, IMDb, website, and images found.
This is your digital marketing tool…. and it works. I know I have the results… #ThatisALL
Great article Daryn! It’s really a conundrum, though. I think the heart of the problem lies in the fact that many, many producers/creators/actors/what-have-you in New Media are also just as keen to work in Traditional Media as well. In fact, I’m sure a bunch of them would make the jump to Traditional Media in a heartbeat if the opportunity was there – mostly because there’s a cash-able paycheck. I’m fairly sure that the bulk of online creators do New Media because they can and because they love it – but very few would spend the rest of their lives creating for the Space if they never made a dime off of it. At least, not if they had the choice. So there’s the rub: As New Media members, we’re all just as ready and willing to be Traditional Media members as well….and with that comes traditional media red carpets, parties, photo shoots, and whatnot. I mean, that’s what we traditionally know to be the perks of working in entertainment (using that term to umbrella all media). They’re fun, they stoke our vanity, and sometimes we get some cool stuff in gift bags (and sometimes we don’t, of course).
Is there a new kind of marketing plan for New Media? Sure. It’s not a secret, and many traditional media outlets do it as well – social networking, etc.
However, we can’t cut ourselves off from posing for pictures, tagging each other, friending everybody, Google+ circling folks we hardly know or trying to build buzz any way we can. So if there’s a photographer willing to take a picture or a reporter ready with a mic, there’s no reason we can’t be there as well trying to drum up more sets of eyeballs for what we create.
When it’s all said and done – and really this is a philosophy I always try to carry at my hip – even though this is a business, we must have some sort of fun with it! Otherwise, why do it? So, yes, there’s the marketing/business/paperwork aspect of what we do – y’know, the part so many of us creative types don’t really dig. But there also has to be a fun aspect to it; and I don’t know if you’ll find anyone in New Media who doesn’t find it fun to get all dolled up, have a few drinks, and get our mugs in front of cameras.
If we get one more set of eyeballs on our series – great! If we get mass exposure – even better! If no one but our parents and significant others see it – well, that still feels pretty damn good.
The key is to always go into any “fun” event with tempered expectations and be ready to roll with the punches. And hope none are thrown.
And as we thrust ourselves into Traditional Media-type awards shows and soirees, which aren’t going away anytime soon, we have to know that there will be some bumps and bruises and mistakes and whatnot because, though these are traditional marketing methods, our young industry is just figuring out how to put on a solid awards show or throw a good party or run a smooth red carpet.
We can’t depend solely on them for views or validation.
But we can have them. And we can have fun with them!
I guess, in short, I’m completely agreeing with you. And really just re-stating your idea of “we can’t rely solely on [red carpets, awards shows, etc.].”
But this being New Media, you know we all have to have our 2 cents.
And in the end, I think that is what’s going to keep us humbled and separate us from traditional media. We write, we respond, we bitch, we moan, we compliment, and then we actually listen to each other and usually adjust accordingly.
I think that’s our defining quality.
Great article, Daryn! Thoroughly enjoyed it and agree!