I’ve been tagged by Jane Quigley for this 4X4 meme. You’re given 4 questions and you need to give 4 answers, then tag 4 people. The list of people I’ve tagged and the list of questions are at the bottom of this post.
You can answer any of these questions: 4 Jobs Iâ€™ve had, 4 Favorite Foods, 4 TV Shows I DVR, 4 Movies I could watch Over & Over, 4 Places Iâ€™ve been, 4 Places Iâ€™ve lived, 4 Places I want to go, 4 Music Artists Iâ€™m listening to now, 4 All Time Favorite Musicians, 4 Shows I have been to, 4 Cars I have owned, 4 Things I have done in the past 4 years, 4 websites I visit daily, 4 places Iâ€™d rather be right now, 4 People I think will respond, 4 Things I look forward to this year, or 4 Underrated conversational topics.
I’ve been planning on doing a few different shows for quite a while now. Just about everything is in perfect position… however, before going forward, there’s an important consideration… scaling.
My friend Tyme White is always yakking about scaling. “How does it SCALE?” “That’s not going to SCALE!” blah blah blah blah blah…… Unfortunately (fortunately?) she’s right IF you’re looking at your show being a success from when you’re still in the early planning stages.
The way I’m going to define scaling for the purpose of this article is the ability to grow your show, social site, whatever. Just GROW it. Increase your membership. Increase your viewership. Improve your google rank. Get more people interested. Receive more UGC (User-Generated Content). Get more page hits…..
The reason scaling is important… Rather, the reason that YOU should consider your project’s ability to scale is that you might be broadcasting to a niche market. Let’s say, for instance, you want to make a show about DiY Clothing (DiY = Do it Yourself). There are only going to be a certain number of people interested in making their own clothing. A segment of that population watches videos on the internet. A segment of that population will be aware of your show. A segment of THAT population will like your show and recommend it to other people and/or come back and watch it again. A segment of THAT population will become ‘passionate’ about your show and become your core fans.
That’s great for a start, but once you have an audience, what do you do next? How do you get MORE audience? Can you get more? ARE THERE any more people that don’t know about your show already that might be interested? How can you find them? How can you get them interested? What can you change about or add to your show that will reel in an entirely new set of passionate, core fans?
I remember when I became aware of / fascinated by the concept of scaling. I was hanging out in Bed, Bath & Beyond…. I know, I know. It wasn’t my fault. Blame it on Dan McVicar. :/
Anyway… I’m hanging out by the checkout line, and there’s this endless stream of people slowly making their way to the register to pay. So I start imagining how many people are passing me, and it occurs to me that it’s A LOT! 😀 Then it occurs to me that more people passed me in the last 5 minutes than the total number that subscribe to my show in iTunes. :/ THEN, it occurs to me that if I stood there all day, the number of people that passed me would be greater than the number of people that subscribe to many popular, established internet shows. What I took away from that contemplation was that even if you’re considered popular within your own space or echo chamber, there are still more people to reach…. A LOT more people.
Of course, none of this means anything to people that are expressing themselves by putting video on the internet and have no interest in numbers, stats, revenue-sharing, sponsorships, etc. For those that do care, and whose show’s future may very well depend on scaling, it’s important to consider the “what if?” of potential success.
Actually, before you figure out whether your show is scalable, you need to figure out if your show is SUSTAINABLE, which is an entirely different issue. For the most part, there are no “seasons” in internet-show-biz. It’s a new week… You need a new show. Period. Whatever your cycle is… daily, weekly, monthly… you need to come up with a concept that you can produce consistently and deliver on a regular basis. If you can’t do that, scaling’s useless because your viewers will drift away due to lack of output on your part.
Initially, this post was going to be called “Thanks for the Thanks”, because I definitely appreciate Christian’s authenticity and heartfelt statements. 😀 “Cheers for that”, as they say over there in the U.K. 😀
However, that’s really a private communication between Christian and myself that happened to be expressed on a public medium (both his video and my text, above). What I think would be more useful to my 40 readers, according to Technorati (minus however-many registered search engines :p) is to talk about the process of creation, in this case, dealing with video, and the difference that it makes when you’re actually emotionally invested in what you’re doing. Also, I wanted to give Christian some more background on how we ended up working together.
In November, 2006, Dan collected music pieces from Phil and other members and made a “mash-up” with video footage I sent him of New York City nightlife:
I say “sort of” aware of Phil because at that time, social media wasn’t advanced enough for people to get to know more about each other than what they typed on a page or a picture or video they posted. At this point, we not only have the technology to do our own video shows, like Phil’s “The Gravity”, but there are more and more live services popping up… Ustream, BlogTV, Yahoo! Live, LiveVideo, new services all the time, where we get to see a lot more about people than we used to.
So anyway, I got to know Phil Campbell as a quality guy who STAYS on top of the game when it comes to social media and is simply a treasure trove of good ideas. 😀
Next in order, Andrew Lipson gave me an invite to this (at the time, invite-only) video-messaging application called Seesmic while I was an audience member of the Jeff Pulver Show. I checked it out, but it really wasn’t my type of conversation going on between the beta-testers, so I just watched Seesmic like a television show instead of participating in the watercooleresque banter.
There were a couple of people there with strong personalities and methods to their madness. The most animated and volatile of them was this character named “Documentally”. 😀 Most people, once you’ve seen four videos of them, you know their range… or at least the range they’re willing to bring to the world-stage which is Seesmic or any other site where you post videos that people can watch from NYC to Zimbabwe. With Documentally, you never really know what was going to happen in one of his videos. He might say something intelligent and serious. He might say something batty and off the wall. He might say nothing at all. He might roll his truck and videotape the situation as if he’s the first reporter on the scene! 😀 It was clear from the “Documentally” character that Christian Payne had A LOT of range to his personality, and there was a lot of entertainment value in his videos.
So being a morning person, I tend to chat with the European folks (who are 5/6 hours ahead of us) before the Americans wake up. I’m chatting with Phil Campbell and he mentions that his friend Christian had a project he was working on. I let Phil know I was aware of Documentally and was willing to chat with him about the project. In skypeing with Christian, I got to meet the “hang out at the pub” version instead of the “Seesmic character” version. He’s a nice guy, and as he put it in the video, he’s “someone I’d like to call a friend”. 🙂
I really meant to talk about the actual project, but I’ll do that some other time. This ended up being a post about connections. One of the benefits of social media is that people get to learn about each other at their own pace and according to their own level of interest. Another benefit is that we have checks and balances inside our “echo chamber”. For example, Dina Kaplan and I have 102 “Facebook Friends” in common! :O … Even if you spit that into 50 friends and 50 acquaintances, that means there are *50* people that I can contact right this second and ask them a question about Dina. I’d probably get 15 responses back, and they’d all be approximately the same, because that’s how Dina carries herself. She’s consistent.
Through social media, and also by meeting in person @ Adam Quirk‘s event named Vloggercue in Brooklyn, I developed an impression of Phil Campbell as a stand-up guy and a good judge of character. For Phil to bring up Christian’s project to me, I’m automatically *infinitely* more inclined to hear more about it. Yes, it helped A LOT that Christian already had a strong social media presence. Yes, it helped A LOT that the photos he shot for the project are rich and full of emotion, intimacy and meaning. However, the *main* thing is connection… passing it on. Social media offers us the opportunity to get to know each other, asynchronously… and then follow up to find out how the real person matches up to his or her online persona.