The Millennial Market Is Not One-Size-Fits-All

Millennials are not who you think they are. They are individuals. They are a collective group within a group. They are real people.

The one thing you need to know about this demographic is that they will not fit inside the box you have made for them. And guess what? This is now the largest generation, surpassing the baby boomers in numbers just this year.

The term millennial represents people who are aged between 16 and 36. That right there tells you that what a 16 year old likes is not going to be the same as a 36 year old. You're going to need a bigger transmedia marketing boat. You're also going to need to be in different platforms to reach each end of the millennial scale.

Especially for those who were born after the baby boomer generation, how you reach people will determine the success of your marketing campaign. You'll find a ton of statistics, like this Goldman Sachs infographic, that fall within the Bell Curve, which groups all millennials into an average age.

There are some things that cross the age groups for likes, passions, and must-haves. Take Marvel movies, for one, Pokémon Go for two. Music tastes might even be similar across the board, but not always. 

Platforms may differ. While we know that 78 percent of U.S. social media users are on Facebook (Statista), you can bet that Tumblr and Snapchat might be more popular for some, and by the time this post gets published, the younger ones will have found another app that none of the adults have yet tried to make their own.

When it comes to traditional media and where people get their news, the millennials cannot be fit into a Bell Curve. This is where you will have at least two different camps. The cord cutters -- the ones who never look at a television, get their news in their phone, and their shows on streaming platforms; and the ones who still watch shows on TV and get their news in their phone and in other sources (but may or may not be watching network news).

To reach millennials (and other demographics) your marketing plan could use a couple of must-haves in order to increase its likelihood for success: turn them into disciples and get them excited about sharing your content; make it easy to share, connect, and do what you want them to do; be genuine because their bullshit detectors are way better than yours; let them have a say in the direction you want to take; and for goodness sakes, be mobile-friendly.

How to Use a Podcast as a Transmedia Platform

You have a story that centers around a screenplay. That script may turn into a movie, a play, or even a podcast.

Maybe the story is a movie, that can be turned into a book, that can be turned into Vine vignettes or YouTube clips. The podcast may flush out the story even further, but how?

First, let's visit the concept of a podcast. The Wikipedia definition is this, "A podcast is a form of digital media that consists of an episodic series of audio, video, digital radio, PDF, or ePub files subscribed to and downloaded automatically through web syndication or streamed online to a computer or mobile device."

There are numerous host sites where you can house your podcast. The best thing to do is research them and find out which format you like the most. SoundCloud, Podomatic, and PodBean are just a handful of venues. I've used both SoundCloud and Podomatic free versions. Podomatic can also be used as an aggregate site to get your podcast onto iTunes. 

The benefit of a podcast is that you don't have to have a regimented schedule like you would need for a radio broadcast. It can be whatever you want it to be. Here are some examples for that screenplay:

• The mechanics of writing a screenplay.
• A stream of consciousness from one of the characters from the screenplay.
• The writer interviews various people about different topics that are related to the screenplay.
• A day in the life of a movie producer.
• Behind the scenes.
• Do's and don't's as an actor.
• Narrating scenes in the script.

You can find more podcast ideas here and some unique ideas here.

Virtual Reality Theater

It may not look pretty from the outside, but on the inside, it freaking rocks.

Virtual reality isn't a trend. It's here to stay, so entertainment companies better get used to the idea of retooling some of their storytelling to fit the VR cinemas that are popping up all over the world.

Some of you may have thought 3-D was cool, however, 360-D is much cooler. It is like experiencing the story from the inside.

While VR may change the way cinemas are built, it likely won't replace the movie theater as we know it. Retrofitting a room for this type of viewing won't be too expensive, but it's still not that cheap to convert the movies. But what this technology has done is opened up the creative playing field to stretch the boundaries of storytelling, to make the audience a part of the story first-hand.

Vivid VR is scheduled to open on July 16. It is going to be the first virtual reality theater in North America.

The entertainment industry is slowly adapting and creating VR content, but it will be some time before a VR full-length feature film is considered mainstream.

I predict that we will see this platform evolve a lot more by then. Eventually, there won't be a need for those dumb-looking glasses.

Tell A Story With Photographs On SlideShare

If you’re like me, you have a gazillion pictures you’ve taken over the years. Some of them may be quite good. Even if they’re not, chances are they tell a story.

While you may have shoe boxes full of physical prints and negatives that haven’t quite made it to the scanner, if you are now using a digital camera and have amassed a gallery, here is a way to make a cool presentation and show off your talents, for free.

So how about showcasing your photographs on SlideShare?

Open up a blank PowerPoint presentation. If you don’t have Office software on your computer or device, just go to Google Drive and open up a blank presentation. Start playing.

After much gerrymandering of text boxes and blank space, I figured out that if you want a picture to take up the whole slide, upload the picture when you format the slide’s background (right-click on a blank slide and click the format background option). Then you can insert a text box.

Then after you save your completed presentation in PowerPoint (keep it in that format if you should ever want to go back and revise), save it again as a PDF.

Go to SlideShare.net and upload the PDF. Fill out the title, description, and tags. Go back to edit it if you want to add any videos you might have shot that fit the presentation.

Here are some examples of photograph presentations I added to SlideShare.

Inside the NHL Dream from Debbie Elicksen

What You See On Public Transit from Debbie Elicksen

A Walk Around the Neighborhood from Debbie Elicksen

Things You Miss When You Hurry from A to B from Debbie Elicksen

Originally published (edited photograph) on freelancepublishing.net

Instagram as a Transmedia Tool

For those of you who are still figuring out the digital platforms, Instagram is a picture- and video-sharing network for people with mobile devices. It is also a social network, where you can meet and chat with fellow Instagramers in their feeds, or like and share their images.

The platform grew to 400 million in September 2015, to which over 75 million use it daily. Instagram reaches approximately 34 percent of the United States population.

When it comes to storytelling, using Instagram as a transmedia tool can be powerful.

Dave Amirault shows how to use it for an event. From there, there you can use your Instagram settings to automatically share your photographs in other networks or use other network-sharing platforms, such as Buffer, IFTTT (IF This Then That), and Hootsuite.

So how would it work as a transmedia tool? Let’s take the movie The Imitation Game. It is the story about the man behind what is considered the birthplace of the computer as we know it today. 

Of course, there is the obvious: setting up the Instagram account as The Imitation Game, and then posting imagery surrounding the still shots from the movie, behind the scenes, or the actors involved. This kind of account may have a limited shelf life. While movies do live on and become classics after so many years, the appeal of the website or social media pages tend to wane because after it has been relegated to the DVD, the social content for that particular film runs dry. The production company has already moved onto the next film.

There is another way to keep the content going, while keeping the film “out there” for the long-term, as long as there is a community manager posting to it regularly.

Turn it into a fan site. Start posting fan art related to the movie. Maybe even find a fan you can trust to manage the community.

Instead of the movie title, you could make-up a creative version of IBM’s Watson Computer. This link (about some of the innovations computers have generated) is an example of some of the content that could be shared via photographs, but with your own spin, using the movie stills or solid backgrounds.

Your mind is only as limited as your creativity. 

Originally published October 29, 2015 freelancepublishing.net, Debbie Elicksen