We’re part of an interconnected web of social media, content and integrated marketing professionals. However, many of us till operate in a vacuum and don’t engage enough with our brothers and sisters. In an ongoing effort to help us all grow - I want to develop a stream of consciousness with you that is not bound by a particular subject.
Today, I met with Darien Hill of "Social Media Hitmen", a social media marketing company located here in Orlando, FL. It's great when you meet people that understand the landscape but want to learn from every conversation. The man that brought us together was none other than my dear friend Millo Aldea, a former colleague at IDEAS Orlando (formerly Disney i.d.e.a.s.). I appreciate the most when engaging people like this is the energy that comes from our conversations. The passion, I get to feed on that. One of the many things that was discussed over lunch fare was the fact that social media is still not the magic bullet. There's no one thing that leads to riches. I told him of the days when I was first designing and developing websites and how, after it finally took off in, say, 1997 or so, everyone "had to have a website" as if the digital gold rush had begun. But alas, there's no free lunch and you still need to work for what you want.
Social Media is still "social" and I have to remind myself time and time again that it can never replace the moments that you have as a professional to communicate with your customer. You still need to "press flesh" or call at the very least, but most of all, you must vary the way that you reach your audience/customer/client.
There's an active term that is growing in popularity right now called "transmedia" or transmedia storytelling . In short, it's simply using multiple platforms, both digital and traditional, to act as delivery vehicles and, in some instances, specific parts of the story might be defined by the delivery vehicle. Transmedia creates many "entry points" (what ARG'ers call "Rabbit Holes," ad guys might say "integrated components" and, blurrier still, social media strategists might refer to as "touch-points") for the users to interact, understand and take part within a story at any given time. This idea is the foundation to great and memorable work. No matter where you pick up the messaging, you digest it and expect it as something unique and, ideally, of value.
The primary fact is this: you, as an advertiser, need to remodel your thinking -- not to that of "call to action," but that of "doors to options." Think of campaigns more as "Choose Your Own Adventure" books of the 80's -- a user would read into the story and be given an opportunity to choose what to do and thereby change the course of story. And with people demanding more customization in not only the products that they buy but they will look to play a bigger part of brands that they wish to be loyal to. Therefore, those brands cannot simply stand in one spot and declare supremacy without being seen as dated and lacking thought leadership. If transmedia (which I wished was called TransAm-Media) teaches us anything, it's the simple truth that a story has great power in the moment it is told, but has an opportunity of becoming greater in the retelling. That being said, we must allow for that story to make its way across as many platforms as possible. This is called "transmediation" (say it again). Drop that at your next hipster art-school kegger' and you're getting laid -- count on it.
In my last post, I talked about the power of "Safety In Numbers" when it comes to your social network. When you take into account the power that transmedia has with multiple delivery device(s) you can understand it can make one story (while possibly fragmented) a much larger phenomenon.
What are you thoughts on this? Have you ever taken your integrated marketing approach and pushed it into the arena of a story? If you like this post, please share it with your own network by pushing it to your Facebook or Twitter accounts. Thanks, I look forward to talking with you.
My Wife Shannon saw a side of me that few witness when I turned a corner in the Metropolitan Meusum Of Art in New York City and I walked into a sea of Van Gogh's work and became to cry. Now, I'm an overly sensative artistic type to begin with; but it's rare that I'm moved by visual imagery as I consumed so much of it on a daily basis. So those moments are rare indeed. So I didn't expect to get 'hit' with this kind of gut shot the day back to work from my Christmas Holiday, until I met Vivian Maier due to the tireless efforts of one John Maloof.
This was created in dedication to the photographer Vivian Maier, a street photographer from the 1950s - 1990s. Vivian's work was discovered at an auction here in Chicago where she resided most of her life. Her discovered work includes over 100,000 mostly medium format negatives, thousands of prints, and a ton of undeveloped rolls of film. I have approximately 90-95% of the work.
Some have suggested that I add more information on the story of Vivian's work and such. Here is what I know.
I acquired Vivian's negatives while at a furniture and antique auction. From what I know, the auction house acquired her belongings from her storage locker that was sold off due to delinquent payments. I didn't know what 'street photography' was when I purchased them.
It took me days to look through all of her work. It inspired me to pick up photography myself. Little by little, as I progressed as a photographer, I would revisit Vivian's negatives and I would "see" more in her work. I bought her same camera and took to the same streets soon to realize how difficult it was to make images of her caliber. I discovered the eye she had for photography through my own practice. Needless to say, I am attached to her work.
After some researching, I have only little information about Vivian. Central Camera (110 yr old camera shop in Chicago) has encountered Vivian from time to time when she would purchase film while out on the Chicago streets. From what they knew of her, they say she was a very "keep your distance from me" type of person but was also outspoken. She loved foreign films and didn't care much for American films.
Some of her photos have pictures of children and often times it was near a beach. I later found out she was a nanny for a family on the North Side whose children these most likely were. One of her obituary's state she lived in Oak Park, a close Chicago suburb but, I later found she lived in the Rogers Park neighborhood, in Chicago.
Out of the more than 100,000 negatives I have in the collection, about 20-30,000 negatives were still in rolls, undeveloped from the 1960's-1970's. I have been successfully developing these rolls. I must say, it's very exciting for me. Most of her negatives that were developed in sleeves have the date and location penciled in French (she had poor penmanship).
I found her name written with pencil on a photo-lab envelope. I decided to 'Google' her about a year after I purchased these only to find her obituary placed the day before my search. She passed only a couple of days before my inquiry on her.
I wanted to meet her in person well before I found her obituary but, the auction house had stated she was ill, so I didn't want to bother her. So many questions would have been answered if I had.
- Unfolding the mystery of Vivian Maier
- The original flickr discussion
- Support the documentary film of her life and work