ICE itch and the Scratch-Factor

What are people looking for online? I was talking about this with some Christian leaders the other day. One commented the church should be scratching where people are itching. Now that's nothing I hadn't heard before but the more I've thought about it the more challenging it's become.

It's too easy to think 'how can we add a little scratch-factor to what we're doing?' That misses the point. We should be asking 'where are people itching and how can we scratch that?' Thinking like this seriously challenges how we communicate.

Online video is exploding. Everyone from advertisers to amateur pop stars want to use this platform to catapult themselves into the spot light. It is a new platform, the rules are not defined, the opportunities are huge but online video is not here to bring church platforms into the spotlight. Churches need do discover how to scratch before jumping in and doing their thing.

So what's the itch? From my eighteen months of watching online video I offer this suggestion. ICE: Instruction / Conversation / Entertainment. Now in order of priority that should read ECI but as that's less memorable let's explore the ICE itch.

Instruction:
backstage / behind the scenes / making of / secrets of
diet / fitness / health
explanations / how to's / tutorials
lifestyle
reviews

Conversation:
belonging / community
challenges / discussion / opinion
personal interest
shared values

Entertainment:
celebrity gossip
comedy / fun / humour
comment / controversy / news / opinion
future / gadgets / insight / tech
games / machinima
horror / shock
movie clips / trailers
music
risqué / sex / titillation
sensation / the weird and wonderful
sport
tv shows

ICE should be our starting point if we are serious about scratching. But do we understand how our message is woven through these things? And do we have the confidence to do something new?

Do unto others...

'Do to others as you'd have them do to you' is derived from the second of two great commands Jesus gave. It being the end of National Anti-Bullying week in the UK I was speaking to some oung people along those lines tonight. But then my thoughts drifted to online video - betraying a shameful obsession?

There's a big difference between the videos I like to watch and the videos I like to make. That may explain why many of the videos I watch get far more views than the videos I make! Is it all about the views? No...unless you are serious about communicating a message. If my YouTubing is purely recreational then my hit-and-miss production style is fine. However, if I'm serious about communicating perhaps I should pay more attention to why I like certain video producer and analysis how I apply the disciplines they do.

So what's the difference? Visit my channel and you'll find a selection of random self-indulgence with, perhaps, the odd spark of genius! Visit redstateupdate or MarkDayComedy or PoliticoPlaybook and you'll most likely see the formula that's brought them success.

Content ot Context?

I heard someone say - and I wish I could remember who - 'context is king' in our age of digital distribution. Perhaps. But 'content' hasn't given up its crown completely. New media provide a vehicle and a place to say something but you still need something to say.

'Embracing the new world of new media' is my tag on this blog. This new world only exists because there are 'real world' thoughts and ideas to be communicated. New Media advances are not an end in themself - not in my book anyway. They may give you a 'context' to talk in but if you have nothing to say you'll quickly find youself out of context.

So do something. This is your content. And then you just might find people listening.

Make the music - it'll sell the T-shirts

I was part of a discussion about communication strategy earlier today when I stumbled on an analogy. I liked it, so I thought I'd document it here. We were discussing how 'church' can sell it's products and services. My thought turned the the music industry.

Band's make music. That's what makes and band a band. Bands also make t-shirts. That's where bands make their money. Fans buy t-shirts. But why?

I recently bought t-shirts with printed designs from Primark, they cost £3 each. I've bought t-shirts from gigs for as much as £20. Are the worth the extra £17? Not on the physical value - or even the design merit - of the the product. It's the association, buying into the band identity, that makes me dig deeper than I know is sensible too.

The 'church' problem is trying to sell the T-shirts. You'll never convince people they're great quality or killer designs - because they're probably not. But write some great music and put on an awesome show and the T-shirts will sell themselves.

Let's not forget to make the music. If 'church' lived the life it should in a way that showed people not only would lives be changed but people would be queuing at the merchandise table!


To understand more of where the music industry is going read this article aboutgiving music away and this one about Madonna ditching her record label - both from the Times.

It's not enough to just say it...

...nothing is truly communicated until the intended audience actually understand it.

Oh that communication skills could be bought as an off-the-shelf commodity! But we do realise that they need to be practised and honed, don't we?