Five Solutions to the Mystery of Interactivity - Walter Sabo

1 If a video is slick it39s scary Videos that are slick enough for a 35MM screen will win awards look good in the conference room impress your boss and get very little engagement from your customers They are too slick impersonal and not authentic2 Every medium creates its own stars A TV or movie star performing in an online video usually gets very poor response It39s not because they are untalented it39s because they are not online starsthey are TV or movie stars Think of all the TV stars who quit their TV shows to become movie stars and vanished David Caruso The Internet has created organic Internet stars we call them Web StarsInteractivity online is generated dependably by Web Stars like Mr Safety Ray Williams Johns and Tobuscus Often brands get sweaty when one of their videos hit 50100000 views on YouTube Web Stars like Community Channel regularly pull over 1000000 views per video within 48 hours of posting They generate those numbers all by themselves in their houses No meetings email memos annoying guidelines or rules no agencies no wasteful executives wearing all blackThey are masters of interactivity because they build the video from conception to prompt engagement it39s not an afterthought3 Ken Williams was a genius He invented TALKSPOT In the late 199039s TALKSPOT was a platform featuring a live host on video a chat room and graphics panel It worked if you had a high speed modem No one had a high speed modem it didn39t work on dial up Ken was wise enough to hire one of Rush Limbaugh39s first producers It was the right stage featuring radio hosts and staff to foster online interactivity His invention fostered many similar stagesToday go to HUFFINGTON POST and click LIVE from the bar menu on top You will see a brand new interactive content machine Live hosts chat room and a row of participants on Skype Unlike similar ventures this one is backed with the ENORMOUS resources of AOL Top producers and hosts have been hired and the crew totals about 100 people turning out LIVE programming from 10 AM7 PM I have never seen such a robust startup in my career AOL is doing just fine thank youHuffington Post live is an interactive playground Watch it The key to success will be hosts and producers who understand what radio stars and executives have understood for decades If you want massive audience interaction it39s all just a show nothing really countsTwo groups of talent and producers truly transparently understand that all reaction is a miracle Radio hosts radio executives video Web Stars I hope they hire a few Yes of course I want their business this isn39t a hobby4 If you want response from people who have no scripts don39t use a script5 Mechanics Interactivity must be mapped out for the viewer Web Star videos and successful radio shows constantly tell the audience how to participate Explain the methods of reacting and how to get in touch with the show or how to interact with the video and do it throughout the video not just onceThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Five Solutions to the Mystery of Interactivity - Walter Sabo

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