Kicking Off with Kickstarter Crowdfunding

Kickstart campaign

Kickstarting my first Kickstart campaign

A few hours ago, I launched my first Kickstarter campaign and peered into the inevitable future of commercial creativity.

First off, for those of you not familiar, Kickstarter is a “crowdfunding” platform. If you have something you want to make, you can create a project and people can contribute money to help you reach your goals. In return, they earn “rewards,” which vary from practical to unusual.

My Kickstarter campaign is fairly straightforward. I’d like to print T-shirts, but I can’t afford the initial outlay of cash to the printer. Ordinarily, I’d have to pay the printer before the actual shirts are sold. If I don’t sell enough shirts, I can lose money.

So how does Kickstarter help me? In this case, I get people to pledge financial support (everything from $1 to $100). In exchange, they get items of value, including my “Girls Like Comics Too” shirt. Since I am also an occasional author, I’ll sign copies of my work, including comic books and books I’ve published.

Part of the fun is creating these Kickstarter rewards. You want to incentivize people to support you, so you end up giving away a lot of value-added stuff to get backers. In my case, the value of the stuff is up to 50% higher than the investment people are making. It’s a crazy little system, but it seems to work.

There are Kickstarter campaigns for lots of special interests, including comics, movies, music, photography, fashion, technology, and more. Continue reading

Interview with Health 2.0 Matchpoint for My Healthcare Speaking Event

Next week, I’m honored to be moderating a panel at Health 2.0 Matchpoint | East. As with my last conference, I thought it would be interesting to interview one of the convention planners.

Actually, they interviewed me first, and that Q&A is on the Health 2.0 website: Buddy Scalera of Ogilvy CommonHealth on Consumer Engagement

This next interview is quite interesting, at least from my perspective. Usually I am working closely with professional marketers and technology innovators in pharmaceutical marketing.

This particular interview is with Joy Bhosai, who comes to health technology from the healthcare side. Joy graduated Yale University with a degree of Master of Public Health (MPH). If that’s not enough, she went on to get her MD from UCSF. Not too shabby.

Joy is one of the people trying to drive innovation and new thinking in healthcare. Let’s hear what she has to say about health technology, healthcare innovations, and thought leadership.

 

BUDDY SCALERA: First, tell me who you are and what role you play at Health 2.0.

Joy Bhosai, Matchpoint Director for Healthcare 2.0.

Joy Bhosai, Matchpoint Director for Healthcare 2.0.

JOY BHOSAI: Joy Bhosai and I’m Health 2.0’s Matchpoint Director. Matchpoint is a program where we work with industry leaders to identify and select innovator companies to meet with. The Matchpoint program was established to help our sponsors separate signal from noise when evaluating health tech startups. We can identify companies with a lot of promise for partnerships, since we work to understand how emerging technologies meet the needs of our sponsors– who range from health providers such as Kaiser to payors like UnitedHealth.

 

Okay, so we’re going to be meeting at this Matchpoint | East event. This is new to me. Can you explain what people will be doing there?

Matchpoint | East consists of both meetings and workshops. Health tech companies go through an application process for which our team and our sponsors select participants to attend. Traditionally, over 500+ apply and 10-15 companies get select to meet with their sponsoring host. Each company selected is given 15 minutes to meet with their respective host sponsor. These lead to high yield, effective meetings for both parties.  In between the meetings, we also have workshops that are led by leading health tech experts for everyone to attend. Continue reading

Interview with Kiss eBook Author Chris Epting

eBook "All I Need to Know I Learned from KISS"

eBook “All I Need to Know I Learned from KISS”

Chris Epting is an author after my own heart. As a lifelong fan of the rock band Kiss, Chris published an ebook titled “All I Need to Know I Learned from KISS: Life Lessons from the Hottest Band in the Land” – available on Amazon.

Kiss is, of course, one of my all-time favorite bands. I rock and roll all night to their music, shout it out loud at their concerts, and pay cash for their merchandising. Kiss has touched my life in many meaningful ways.

That’s why when I heard about this ebook, I downloaded it immediately. The title alone grabbed me, but the crisp writing is what kept me reading. As a writer, Epting is a man at the top of his craft. He knows how to weave a compelling narrative that grabs you and never lets you go. I wanted the best and Epting delivered the best.

The ebook is, for lack of a better description, a long, personal love letter to Kiss. Because of his background, Epting delivers the letter from the unique perspective of an informed insider…not as someone with an ax to grind. Continue reading

Speaking at Intelligent Content Conference 2013 in February

See Buddy Speak at Intelligent Content Conference 2013

See Buddy Speak at Intelligent Content Conference 2013

West Coast! It’s been a long time since we’ve seen each other, maybe too long.

Let’s get together at the Intelligent Content Conference 2013 in San Francisco on February 7-8, 2013. I’m packing now to bring some East Coast fun to the City by the Bay.

If you’re a content marketer, this is one of the big conferences you should attend. I’ll be there to deliver my presentation on Feb 8th at 2:00. Here’s the description:

Channel-Agnostic Content Strategy for Happy Marketers
Learn why “intelligent content” is an inevitable future for multi-channel marketing. Developing channel-agnostic content is rapidly becoming the only way to address the proliferation of emerging channels and new devices. Brands are publishers and content is liquid. Marketing teams need to consider how to share messages across the platforms that their customers are using. Intelligent, channel-agnostic content development, governance, and maintenance will ensure that your marketing team is happy (i.e., employed) and prepared for the future.

You’ll see a lot of the stuff you’ve come to know and love including my sparking personality, these rock-hard abs, and some amazing comic book art. Continue reading

5 Great Reasons Your Marketing Strategy Works

Marketing strategy. Yours is working.

Look, I’m going to run through a few things with you, since you already know all of this. You’re a marketing pro, so this is just a quick review of your talking points with your boss.

A good marketer like you knows that you can’t just check boxes and expect to deliver remarkable results. You are already working hard to make sure your strategies and tactics are effective.

Let’s review five reasons your campaign will succeed, so you can discuss it during your next performance review:

1. You have a strong content strategy.
Last quarter you rocked it with a smart strategy, fantastic branding, and a super message. It took some time, but you managed to deliver an equally amazing content strategy. You know (because you read Content Strategy for the Web and The Elements of Content Strategy) that content strategy includes a plan for ongoing content creation, management, and governance. That’s why your website isn’t still in Phase 1/Launch. You’ve had a content strategist focused on all aspects of content, so that the message stays fresh for your target audience. It’s not just the copy on your website either. It’s mobile, social, video, graphics, and everything in between. This, above all, is why you are succeeding where others have failed. You know that content strategy is the foundation of content marketing. Continue reading

Content Strategy and eBooks

Marvel Comics on iPad

The easiest thing to do is wait. When a new technology seems to be bubbling up at the edges of conversation, most people just wait. Wait to see how it turns out. See if it takes off.

When it comes to ebooks, the wait is over. Done. The handwriting is no longer on the wall; it’s being downloaded to your iPad.

Old Models, Redefined
The book business is faring much better than the music industry did when digital changed their business model. As millions of songs were being downloaded in the 90s, music companies were busy protecting their old-media distribution channels. At one time, music stores dotted strip malls and city street. Now, most are gone. Apple redefined their distribution model.

The next to be hit was the video business. Torrents made pirating easy. And since people already had home-entertainment centers, the devices of consumption were already in place. The studios were also slow to move, sticking with DVDs for too long. NetFlix was already busy redefining their distribution model. Continue reading

How Apps Are Ruining the World

Tesla: Master of Lightning. That would look cool on a business card.

Between our iPad, iPhone, and three iPod Touches, my family has over 100 installed apps. Amazing utilities, clever social apps, and plain old silly stuff.

I love my apps, but they are ruining the world. Sad, really.

Here’s the thing. Programming something for iOS isn’t exactly easy. There are some tools that cut your time, but if you want to maximize your app, you’ll have to put in the time or pay someone to do it. Someone smart and patient.

I’m all for creative entrepreneurs generating a profit from their hard work. I’ve certainly done it myself, so I wouldn’t begrudge someone else the opportunity to earn money. Unfortunately….

Unfortunately, some of the smartest people in the room aren’t solving problems anymore. They’re not figuring out the kinds of things that need figuring. They’re not inventing or improving inventions. They’re not even experimenting.

Nope, they’re coding apps that they’ll sell for 99 cents. And if they’re lucky (because luck is part of success), they’ll make some money. If not, they’ll just make another app. That’s where the gold seems to be. Continue reading

Bad Advice Given Well (and How to Spot Phony Experts)

Danger Bad Advice Ahead

Danger Bad Advice Ahead

You may not want to hear this, but at some point, you’ve received — and then shared — bad information online. Information so erroneous that it defies logic. Ideas that just don’t make sense. And, like many netizens, you’ve shared this with your family and friends.

Don’t worry. Everyone has done it at some point or another. (Don’t you feel better?)

Here’s the thing. There’s good advice given by smart, informed, and qualified people (sometimes they are even professionals). The information they provide can educate and motivate you.

And then there’s that guy that wrote “that blog” on “that website.” He could have been right, especially if he took a moment to look for truth instead of just disguising his opinion as truth. But he was wrong. Didn’t know what he was talking about, and unfortunately, his advice got stuck in your head. (Sorry, Oreos don’t make you thin.)

You are, as many of us have been, a victim of bad advice given well. Guidance from a self-proclaimed expert who is more self-proclaimed than expert, but probably has a nice-looking website. Maybe someone who has a lot of Twitter followers.


How This Happened

Back in the early days, the media business was a one-way affair. Those of us who studied Journalism and then worked at media outlets learned that we were the “gatekeepers” of information. The publishers and editors were the gatekeepers, but we were part of the gate. I was a journalist and I worked the gate at newspapers, websites, and magazines.

We were sharers and reporters of truth. We opened the gate to gather and disseminate truth and facts. Slammed it shut on information we perceived as wrong or irrelevant. Continue reading

Guy’s Guide to Pinterest: Pinning Testosterone

Guy's Guide to Pinterest

Guy's Guide to Pinterest

The statistics are incredible. According to ComScore estimates, Pinterest is the fastest growing social network ever.

In this age of social networking sites, you’d think that we had enough places for people to like and share stuff. Apparently not.

But a curious thing happened on their way to becoming an Internet phenomenon. Pinterest became an overwhelmingly female destination. By some estimates Pinterest is to 50% to 70% female. Everyone has an opinion about why Pinterest attracted so many women and what it means for social media marketing.

If you’re a male, you’re probably wondering why you should bother with Pinterest. Well, for one, it’s really kind of fun. (I hated typing that sentence, but it’s true.) It’s also a platform that shows huge potential for marketing and branding, since people are sharing the products and services that they love. If your campaign includes content marketing, you know that great product images can help your brand message go viral.

For a change, though, I am not here to talk about your content strategy or anything marketing-y like that. I’m here to help the fellas out there get started with Pinterest. Continue reading

Write a Website, Not a Novel

Stack of keyboards

Write less. Write better.

Never use ten words, when you can say it in five. Never use a ten-buck word, when a five-buck word will do.

These are old phrases that I remember from my days working as a journalist. The idea was not to dazzle people with your thesaurus, but to communicate and report your story. Save the flowery language, they used to say, for your novel.

If you’re developing your content strategy for your new brand website, be sure to include a section in the style guide about writing. Let your whole team know that the purpose of your website is to serve the needs of your users. It’s not an opportunity to stretch your legs as a writer and express yourself with brilliant prose. Continue reading