There's also an attendant terror of "losing control of the message." A valid concern...but one that the history of the web is washing over a warpspeed.
Welcome to the Age of Pull. The Age of Push—one-way communications and marketing predicated on hierarchy and control and enforced scarcity rather than the abundance of online interaction—it's over. So over. (For more on why, read Jeff Jarvis' terrific roadmap to Web 3.0, What Would Google Do?)
What Fresh Baked does with our branded comedy webisodes is engage those "high-value" folk who are your best lifetime customer investment. (There's precious little point in starting anywhere else, is there?) We figure the brightest and most vocal have a real penchant for funny. And they know how to "onpass" conversations authoritatively and objectively.
So who to learn from best? Who best works with the niche-dwellers who lead opinions, who're early adopters, and who beat the drum most effectively for a new brand experience? We'd submit it's those organizations who have most at risk...and the fewest resources: non-profits.
Make no mistake: Fresh Baked wants corporate clients with deep pockets and vivid brand imaginations. But the learning piece for heavyweight corporate clients—the most instructive evidence—may well lie with those organizations who have no choice but to think lean and think creative. They don't have the resources. They need to be smart with the pennies they have (thank you, Bernie Madoff.)
Here's a shop we read routinely, the Non-Profit Marketing Guide, a savvy and simple daily read from the trenches of working the media and the blogosphere for cash-starved non-profits. There's more strategy here than most boardrooms, we reckon.
We'll make it way easy: if you like lists that'll help you clear your head about how best to work with the blogosphere and the battalions of Twitter and Facebook people who're on your radar but not vice versa, check this out: how to figure out your "ROI of Listening" to the digital social media conversation about your brand out there...which is really (of course) in here. Right where you are now: in the digital conversation.
FreshBaked's branded entertainment is one superb medium to engage this conversation, to open up new and innovative ways of having people talk about your brand—with our comedy web series structured around your messaging needs, we're here to launch (and listen to!) a remarkably powerful and memorable conversation about your brand. And—equally importantly–we can help you listen to that conversation in measurable, mission-changing ways.
Laughter—can you beat it for starting a conversation? We think not.
This is gonna be fun...what're you waiting for?
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