Welcome to the Dance

For 15 years, Aurora has been involved in the web and television industries. We have watched in interest as the two sectors have become reluctant dance partners. Its not Dancing With the Stars- its a slow dance with two awkward teenagers, forced together by their friends.

There's a lot of stepping on toes, and its all very arms length, as they go wobbling around the gymnasium. It doesn't help that the song keeps changing, or that the over-zealous chaperone that is the CRTC keeps the two from getting closer and developing any intimacy or familiarity.

The DJ Keeps Changing the Song

While most producers and production companies see the value and potential of the Web, few really understand how it all works. Most are groping for the magic distribution model, only to realize that there isn't one that really exists.

What most don't understand is that it isn't about finding that one distribution model and generating income, but instead using a few tried and true online methods to generate eyeballs.

In Toronto a new user group called WEBTV Meetup recently had their first meeting to share their challenges and experiences, and what methods work for them.

Dance Lessons

We have summarized the more important take-aways from the WEBTV Meetup which are consistent to what we would recommend to our colleagues:

1. Know your audience
What are the demographics of your audience? How savvy are they? Because the Web is not a passive form of entertainment (like television) you need to understand who your audience is and what their online habits are.

2. Engage your users
The Web started as a one-to-many world but has since evolved into one-to-one. Users expect personalized and interest-appropriate content.

Give them the chance to talk to you; create a dialogue rather than a monologue. Give them the chance to give you feedback and tell you what they would like to see.

3. Build community
Get your users and followers talking for you, giving them the opportunity to spread the word about your show. Encourage discussion around your show's message and you'll attract others who will want to share theirs. Outline why you are sharing your message and why others should participate and care.

4. Cross promote to like-minded groups and communities
Networking groups that share your show's interests are more willing to view your content and talk about it. This increases the chances of your show becoming featured in a discussion and encouraging even more eyeballs.

5. Tag your content correctly
Take time to define terms and words that accurately describe your content. Identify appropriate words in your copy, titles, video and image names that anticipate what people will search for.

6. SEO (Search Engine Optimization)
By properly labeling your content search engines will rank your site or show high search results, increasing the probability of someone clicking on your listing and visiting your site. Low results mean you are likely buried somewhere on the second or third page of listings, without any chance of being seen.

7. Combine online marketing with traditional offline marketing tools
Don't forget traditional marketing tools, such as print advertising which would be reliavant to your target demographics.

8. Don't rely on one single method.
Be willing to try a few methods to fine tune the best approach with users. Depending on the genre and subject of your show, you will find some methods work better than others.

9. Have interesting and engaging content!
We shouldn't really have to remind anyone of this, but again, this is the Web, people won't look at anything unless it captures their attention. How can you lead eyeballs to your site (or project) and how can you keep them once they are there?

By providing your users with additive content related to your show, you not only increase the chances of them staying longer, but of coming back again.

Get Your Groove On

Ok, take a deep breath. Remember that starting a project is 9/10ths of the battle. Pairing online and filmed content is a logical evolution of the dance; by following best practices and making your content deep, you will get eyeballs on your project. As always, we're here to help.