Guagua Pública

In this video from RocketFuel, Richard Frankel talks about how Rocket Fuel manages the complexity of running and managing successful online campaigns. When the numbers of things to manage reaches the millions or quadrillions, it's time to call in some "big iron."

In my opinion, this is one of the simplest explanations of the complexities coming from the combinations of a lot of users and a lot of tests. It certainly looks like rocketfuel, seems like something I should know more about.

I'm continuing to be blown away by the theories and writing of Steve Blank. In researching how I'm going to better prepare myself when talking with people about Mis Tribus, I ran across Steve's blog post "Raising Money Using Customer Development." Towards the bottom, he takes his concept a step further and suggests that the traditional VC pitch is and I'm paraphrasing here, nearly worthless, and instead recommends a new type of VC pitch. He calls it the “Lessons Learned” pitch.

In summary Steve suggests the following framework for your pitch:

• Market/Opportunity
• Team
• Lessons Learned Slide 1
• Lessons Learned Slide 2
• Lessons Learned Slide 3
• Why We’re Here<

He further recommends that each slide answer these questions:

• “Here’s What We Thought.”
• “Here’s What We Did.”
• “Here’s What Happened.”

If I was going to invest in a company, I'd much rather see this type of pitch. As Steve puts it:

"...smart VC’s will recognize that by iterating on your assumptions you have dramatically reduced risk– on your nickel, not theirs. "

Anyone interested in learning more about Steve's theories should invest in:

Ford Econoline = Gaugua Pública

I've had some additional rewarding exchanges on the whole transmedia producer jazz. What's clear to me is that anyone that can understand the Producers Guild Of America definition of "Transmedia Producer," then by all means use transmedia. However, if you are not, and let's say you "see" the world through words and not moving images, then you don't produce media, you produce words.

So while it might be simple to imagine everyone being able to understand, multiple media, if it is not in your industry's vernacular, you'll almost always lose them. You might be able to "walk them through" it, but without you standing beside everyone, it just doesn't scale. For me, there are too many writers to leave behind.

So I think the path to take for writers is to start them off with cross media author. That simplifies into a concise title, what they need to understand first. Then they need to see themselves as producers next, they produce content. The content is in the form that works best for each medium. So then they can see themselves as cross media producers. Then, I think the writing community, might be able to make the jump to transmedia. To see how effective it is to deliver some of your story using the medium that will have the most emotional impact. Then, some will see and accept the role of transmedia producer.

I still believe that transmedia or cross media,  will fall away. As the Internet takes over the world and our lives, creatives will produce. As Henry Jenkins predicted, we will all converge into one culture, an online-amplified culture, where fans and artists collaborate in real-time.

Photo Courtesy of Flickr Creative Commons: Hugo90

Is transmedia a chameleon?

I live within three major cultures. I'm sure there's an infinite number of other cultures I connect with, but these are where I live. They are the American, the Puerto Rican, and the Internet cultures. So multiculturalism comes naturally to me. That and I'm a software guy, so everything is an object with certain properties and methods. To me multiples of anything are second nature.

So the concept of a story using multiple mediums, seemed like something most people would understand. It can be surprising when certain words fail completely in bridging cultures. I believe that transmedia is one such word. If everything is an object, then of course everything is transcultural and therefore transmedia. Unfortunately, in American English, hardly anyone can make the jump from objects to transmedia. I'm guessing, it's so beyond normal, most people can't find anyway to make transmedia "mean" anything to them.

After encountering this problem with Gil, then with a Linked In group, and finally with Kat Meyer from O'Reilly. I had to seriously analyze what was going on. If I want anyone to be able to get on the bus, then I probably should stop using transmedia! Between you an me, I think that the transmedia in transmedia producer will eventually disappear. They will all just be producers, but that's a while away.

In the meantime, I feel that to switch from an author to a transmedia producer should have some way to convey that a change was in order. When authors Internet-enable their process of production, they will, I believe, radically improve their influence and therefore, their revenue. So until authors accept they are producers, I think I'll call them web producers. Everyone knows the web, it's already comfortable. Once they understand that they need to work based on the feedback from their online tribe, they'll be able to produce products their fans will buy.

The only potential problem with web producer, is that I notice it already has a definition. Unfortunately, their not the same. Wikipedia compares web producer with online producer, or someone who oversees the making of content for websites and other online properties. A transmedia producer will do that, but so much more! For now though, they will have to be web producers or online producers.

Photo Courtesy of Flickr Creative Commons: kaibara87

As I've mentioned before, part of the challenge (freedom) I have in designing the transmedia producer process is actually doing it. In order for me to ultimately outsource the human maximum to UHC, I will  have to have done each of the activities needed to put my theories into practice. Below you'll find a mind map I created to announce that the first section of the book is ready.

Marketing Plan for Guagua Pública.com

The only place were I think Lance is missing the picutre is in his contradictory application of the "long tail." As I pointed out in the comments on the video:

"By putting out a #transmedia #narrative, you're using the #transmedia longtail - the science of being discovered. By applying the long tail to every medium is the only way #tobefound. It's not about predicting, it's about [achieving] density (saturation)."

smediaLance Weiler gave this speech, "THE EVOLUTION OF STORYTELLING" in the Power to the Pixel 2009 conference, and it is by far the closest description of the new transmedia producer paradigm I've yet to find. Lance, is a transmedia producer, with a short film that has been invited to the Sundance Film Festival with a new project entitled "Pandemic 1.0". In 2006, Lance founded the WorkBook Project an open creative network that has grown to become a thriving international community of filmmakers, musicians, game designers and software developers. In 2007, Lance started a roving conference series for creatives called DIY DAYS. DIY DAYS has traveled to LA, San Francisco, Boston, NYC, and Philadelphia. In 2011 DIY DAYS will travel to Europe, Asia and South America as the conference and its incubator efforts expand. Since 2009 Lance has co-created and produced 42 episodes of a stylized doc series entitled RADAR. Here's a few other stories he's been involved with, Head Trauma and The Last Broadcast.

Without a doubt Lance is a leader and a visionary in the development of transmedia storytelling, see for yourself:



Here's the short film, "Pandemic 1.0":

This "announcement" for the Online College Bowl 01/11/11 displays a very sophisticated understanding of transmedia and its pervasive online presence. Check it out, it made me laugh:


This first bowl game between two online universities! LOL

Without a doubt, it would have to be: "Always Be Producing!" ABP = ABC, where ABC used to be always be closing. From a sales perspective. However, in complex social graph we all live in, sales are handled by computers, so after sales, the most important task for a transmedia producer is marketing. In that vain, this guy came to me over the weekend, say hello to Chauff:
I have a feeling, we'll be seeing more of Chauff. Don't you?

Unity - (Zohra Bensemra, REUTERS / January 15, 2011)

What a great book title! Here Comes Everybody: The Power of Organizing Without Organizations For there's nothing that sums up better what's about to happen on the Internet. For most of the world, the digital divide will be coming down, sooner than later. Sooner than you think. They're coming, they are young, pissed, and not subject to the laws of the United States. They're starving for equality and will not accept any barriers(failures) in their new social network.

Just how many is everybody?  Well, according to the Boston Consulting Group (BCG), in a report called “The Internet’s New Billion”, BCG predicts that by 2015 there will be 1.2 billion internet users in the so-called BRICI countries—dwarfing the total in America and Japan. What do these 1.2 billion native digital users want? Take a look:

Liberty - (REUTERS/Zohra Bensemra)

Today's Lesson: A Transmedia Producer tests his boundaries

I've become a big fan of watching "educational" media on the popular video media channels, especially youTube, but I've also started on Viemo as well. So everytime I watch a video, I make sure that I'm logged in to that particular network,and I'll vote on the content and leave a comment. Both have tools to re-post your comments to Twitter, which of course is feed into Facebook. So one short little comment, creates another possible interconnection point with me and my many, many, too many stories. Did I mention that I have a lot of stories to tell?

Anyway, I was watching "Community Leadership Summit 2010" from Jono Bacon, which is AWESOME by the way. Another great example of leadership by Jono; leaders usually lead by making decisions and then doing. So as I was leaving my obligatory comment, when I tried using a Twitter hash tag that I love. So I had no idea what to expect from YouTube, but when the video page refreshed and posted my comment. It had switched my hashtag #weshallovercome into a link back into YouTube using the #hashtag as the query keyword. How cool is that?

Here's the most awesome community video ever:

As I mentioned, I'm working my way through The Art of Community: Building the New Age of Participation (Theory in Practice) by Jono Bacon, and so far it's great. I'm getting a real sense for the way to start building a transmedia producer community.

I decided to check in on Jono's latest writing my reading some of his blog jonobacon@home. I was disappointed! I found a great post about Manuèla Popping, who recently joined the Ubuntu community. She felt so moved by the experience she wrote a small little poem. I hope Jono doesn't mind, but I'd llike to share it with you:

I came in a community named Ubuntu.
Unsure if I was good enough to help with anything
Not really knowing where I ended up.
There came a blanket of warmth and cordiality to me.
Caring, social and tolerancity.
I did not know what came over me
It was like i was coming home after a long journey
And warmly was received by family.

One day, I know I'll receive something like this. It might be a blog post, a poem, or a peice of art, but someone will share a heart-felt expression of unity. Remember there is no community without unity.

It's actually liberating to feel the uncertainty that comes from inventing the future. Perhaps it's not even that. Maybe the liberation comes from being a champion for a bold vision of the future. I know that sounds weird, but in a way, it's like I know transmedia production as a process is possible. I can see the parts moving together like gears in a highly engineered watch. The only catch so far, is that it's all stuck in my head. I'm now faced with the huge challenge of trying to decipher my vision and document it in a way that anyone can understand. From past experience, like my whole life -- it's been the bain of my existence --, explaining complexity is not easy.

However, this time it seems different. I'm energized by the thought of figuring this out, sure I need to do it for myself. But it's more like I know there is a tribe of authors out there, just like me. Talented writers who've never been able to strike up the nerve to submit a query letter, and haven't heard news of the revolution in self-publishing. Or maybe they've tried, like myself, to get a publisher to accept a project and have ended up striking out and then losing interest.

I just started reading The Art of Community: Building the New Age of Participation (Theory in Practice) by Jono Bacon, and he really nails what I'm feeling. He says (with changes to apply this to publishing):

"I know that 'getting published and making a living off of writing' is a lot harder than it needs to be, but my strong sense of an underlying opportunity for the larger writing community helps spark my imagination to work through the complexity of the potential of a better future."

He later adds:

"When people feel that they can achieve a dream, it builds an incredible sense of liberation and a willingness to step up to the plate."

Photo Courtesy of Flickr Creative Commons: GollyGforce

Alright, I now that I said I wasn't going to worry about the visual design of this site. But did I mention that I'm like really obsessed with with graphic design? Didn't I? Well you see, I was over at BTemplates, and found this great template with a classic VW van, and I couldn't resist. I coudn't! It was just too perfect! By the way, in my opinion, BTemplates is the most rocking site for Blogger templates on the web, bar none.

I mean, don't you agree? It just fits, it's all Web 2.0-ish and everything. So many thanks to BTemplates and we can return to our regularly scheduled posts on becoming a Transmedia Producer.

I've got a lot going on right now. I'm working on collecting research for the book, while also planning my next start-up. It's fun work. I love inventing the future. However, while I'm busy imagining how I'll be putting my theories into action, the Internet waits for no one. I guess that's one of the underlying themes of Guagua Pública. You've always got be to be producing, especially when it comes to populating the Internet with your message.

So while I'm busy, I've got to remain diligent and finish phase 0.1 of my transmedia producer "max marketing strategy" for Guagua Pública. I've made some progress, but it's in these details that the game is won or lost. For at some point, execution stops being fun and becomes work. So while it be dull, the task might seem unimportant, but it's all a foundation for the next step.

Phase 0.1 - Transmedia Producer "Max Strategy"

1. Setup website - Well duh, if you're reading this, I've gotten that far, right? I'll explore the obsessions I have with domain names and branding later, but my advice is to not over think it. Get it done, and move on. So check.
2. Setup Google Forums - Part of any Internet marketing strategy must consist of using all of the free sites that permit you to brand your user generated content and point it back to your website. 
3. Populate Google Forums - Prime the pump! Get some content entered into the group. Make anyone who stumbles by feel welcome. 
4. Setup Facebook Page - Really, this is almost mandatory, these days. 
5. Setup Squidoo Lens - Unfortunately, Squidoo never quite caught on, but it's a great place to build up your Google rank.
6. Setup Twitter - Again, this is obligatory.
7. Setup a LinkedIn Profile - Second to Facebook, this is by far the most successful social network. 
8. Setup a MySpace Page - I'll still include MySpace for consistency, but they are quickly becoming obsolete 
9. Integrate Social Graph - Integrate these assets to effectively cross populate and synchronize. Consider setting up Friedfeed to all of these resources together for the convenience of your fans.

 While I can get kind of anal about the graphic design of these pages, since I know that this represents version 0.1 of the website I'm not going to waste my time. So please forgive me and accept it as is, rest assured, as soon as I get some funds, I'm going to get a professionally designed, and then implement it across my social graph.

I'm reading Save The Cat! The Last Book on Screenwriting You'll Ever Need and one of the first suggestions that Blake makes is that in order to be able to sell an idea you have to be able to answer the question: "What is it?"

I thought that it was great advice. If you can't simplify your book, business, or idea down to one sentence, then you're off to a rocky start. So here's what "Guagau Pública: The New Transmedia Producers Handbook" is:

"It will define the processes and data relationships that will enable Transmedia Producers to ubiquitously spread their story across the Internet."

In what has been a long time in the making, I've finally embarked on publishing my first book, "Gaugua Pública." By that I mean, that I've "wanted" to publish a book for a very long time. So to actually be working on one is very exciting. I'd be lying if I didn't tell you that it's all very intimidating, but I've come to a point that too many of my dreams are stuck because of the fears I had in trying it before.

I'm reminded of the fate of old Augustus Gloop from Willy Wonka & the Chocolate Factory. My fear of "getting published" is Augustus. After he gets sucked up into the chocolate extraction pipe system he gets stuck in the pipes. While everyone looks on with trepidation, Willy calmly watches as the pressure from the chocolate below him builds. Soon the pressure becomes too great and Augustus is sent flying on his way to the Fudge Room. With my fear out of the way, I've became invigorated and energized. I know that I will publish "Guagua Pública" and because of what it represents, it will ease the way for me to continue publishing and shipping products.

Most of this has surfaced while the family has been on break from school for the holidays, but it's still been very productive. The basic theories and concepts for the book only recently emerged (popped into my head) and so I've been spending a significant amount of time trying to get organized. I'll be frank, a lot of this is still pretty loose, I still can't see how some some pieces fit together, but the intention to fit is clearly there.

Next week, the heavy lifting begins. While I've already started writing, I took time to generate a "query letter" and submit a book proposal. It was a rewarding experience, because it forced me to describe the book from a higher perspective. It also has set things up to begin writing "full-time" once the kids go back to school next week.

So far, I've not gotten any type of response back from the group of people I sent the proposal to and the suspense is just killing me! Is it just blowing their minds so much that they've forgotten how to use their computers? Are they shooting emails back and forth trying to decide on whether to proceed? What? Why hasn't anyone answered me? Did the email really go out? Ahhh!!!