Title: Special Interview with Tim Street

" Yeah. And -- smoke -- a comfy with Christopher Penn and Jones."

" Slides patriot place here in Foxborough Massachusetts -- streets. -- I'm doing well turn what's could command. What's going on what's going on where edited inbound marketing summit here have got this event going on there email -- going on I'm missing out -- Probably a big deal for me -- of the nobody from blue sky factories on the panel so what does it matter this is true right exactly if it's not for blue -- factory you've got nothing -- so that's. Could plug for the sponsor them doubly sectors have been mentioned here. That's so whats gonna actually you've got a panel on video with Syria what's inside track. Painted."

" It's you know. It's it's all about the emotions it's about you know moving to a more emotions sends. Having spectacle and story I mean that's that's what always makes good. Video entertainment. So and may even do -- is calling and he actually been doing Canon's web video viral video stuff. Well I'm not on the TV guy from from way back. But I started doing online videos in 992000. I originally. -- this website that appeared to be set up by guy who is madly in love with a girl who walked into his video store. And he built an online trying to hurt he password protected it but he said the gets hacked and at that point the whole world could come see how this guy was stalking -- Keep in a blog before we knew the blog was but a blog with video and photos and home city had written. All for the lovely Julie and a lot of people came to the site including the LAPD this Santa Monica PD. In the LA county sheriff's department. And instead of winding up in jail I wound up with the a big management company Michael ovitz company AMG at that time and in a big time Hollywood agent Paul Haas. It was reprimand. And had a deal in the works with Viacom and then that the lovely dot -- crash happened. And nobody wanted to touch. Online video. Very Dallas based completely implosion for a couple years can drop them out. So it's a -- the first project that just just do that -- prove a point was what I want you to do you see Internet as storytelling device. And the way that a book or film tells the story I really saw the website as a way to tell -- story and in -- emotionally engaging story. And that first project was a lot of fun for me palm and really open in my eyes to it to what can be done. We is this technology behind the Internet. If you take a look at what we're doing right now with online video we're basically doing the same thing that happened to television in the early days of TV. There early days -- TV they took radio shows. And you put them on TV."

" The formats hadn't developed. And that's what we're doing we're taking TV shows are things that are similar to TV shows and putting them on TV. And they're just yet that there's a few people were experimenting with -- interactive storytelling and in with the web can really bring. In terms of emotionally engaging content. But there hasn't been a breakthrough. Project T that. People go oh my god this is what we can really do with video and the Internet."

" Grant -- there's gonna be another evolution interactive site does and reform that just -- and the formats haven't developed yet I mean think about it for a second if if you. Radio was -- When he was in its heyday if you would've gone to one of the top performers. -- one of the top riders and said hey. 2.5 years from now. There will be no such thing as a radio drama they would've laughed in your face. But now you look at that television primetime Jay Leno has taken over prime time. A lot of -- canceled this year. And it's like whoa wait a second is the same thing happening all over again. So what he looked at right now I would like what are you working on what's next what it what do you think is. What I'm working on right now is hmmm -- You know I'm still don't Frenchman TV which. If those he's don't know about it's it's very silly very finding any EPG thirteen kind of way. We take products and services that appeal to man. And any Benny Hill Austin Powers kind of way we have women dressed this Frenchman to explain how to use its products and services so. It's all fun and games until somebody loses -- but you know it's could find its millions of views. But beyond what I'm working on now is how I take what I've learned in online video what I've learned from interactive storytelling. And create some some new projects that are -- is in that utilize each of the platforms. To either their best advantage. So I'm trying to create new brands. That don't just live online live and under other places but aren't just a Linear video that's repurchased. Over and over and over. I want to design entertainment that. He is suitable for each platform that it's on and really takes advantage of the platform that it's on rather than just being re purpose for that platform. -- called -- time this morning to that your top ten thinks it before. Posting on Nvidia gifted people share registry I -- you book it's -- she should do before you upload your online video. Given away for free -- in my website 12 street dot com that's the number 110 street Telecom. -- and I just got to follow up for that Marxist that's the FIA do you have follow ups in the works you can read about in ninety book. And should be fun. But. You know there's a lot of stuff going on in normal Nvidia now. We're really seen the studios start in involved -- seen the networks get involved that there are some there's money being put behind it. And hopefully we're gonna see some great things from companies like electric farm I don't know fear. The -- electric farm they they did a project called Jim and I division with Rosario Dawson. And that has some some good its success pond and right now they're launching a new one called woke up dead. And welcome dead stars the guy that you might know as Napoleon Dynamite John -- And he plays his zombies that woke -- dead. I answer it. I these -- a major studios getting behind this stuff for how how what's the status and the great thing about what electric farm is doing these are creating programming that they own. And in their licensing. Two different companies this particular one no they did a deal with with Sony. -- Sony's crackle was releasing this one they'll send another project width police to comfort. From 24 -- the daughter and 24. I think it's with MTV the project that they're doing with her."

" and so the -- things this kind of the latest featured just these really micro production houses in -- because it's so cheap and easy that you can have these tennis Martins. Or is it just gonna be. It's still a larger teams more professional squads and more of them just kind of covering more ground."

" I think we're gonna -- some new in a -- innovative ways of of creating content now and and yeah things are gonna have to be smaller. We're gonna have to think smarter I mean. He you know directors all kinds of content out there that can be created in different ways. That we just -- thought idea you know. In the in the early days having computer people would talk about how it's gonna be really cool you'll be able to manage all your recipes. I don't remember anybody to nine room using their computer to manage recipes. But. If you look at. A show like you suck at Photoshop. Where you never see the characters. It's all theater in the mind you to see this guy has screen cast of his screen. That's a new way of telling the story that's groundbreaking. Lot of people don't realize how groundbreaking that show is. We're gonna seen stuff like that we're gonna -- innovative ways of telling stories. But a tough part is. What's the shelf space for this. How do you find it what do you call where it is that there are ERG's out there on alternate reality games. That her mostly used for marketing and and the beginning a middle and but they also have an -- in terms of when you complain became. It's not like a dvd the temple out and play over and over and over. I think somebody's gonna crack that -- where they'll create an immersive engaging interactive story that plays out online and in real life. That you can experience. Any time just like a dvd. But where -- you sell that -- do you put that. And I and I think one of the places that that might work out pretty well is the app store. And it might work out even better -- if there's Alps for a new tablet that might be coming down in January."

" I'm right in church in the new apple apple -- That's -- that's an instinct concept idea of more interactive entertainment of being served a mobile Lian on the fly through -- through an app store."

" That is what I mean imagine now imagine if you you can interact with a story on your iPhone. And experience in real life as well as. On your iPhone and your computer. You know imagine being here we're here at Gillette Stadium imagine if all the sudden we got a text on her phone from a a mass murder who was out to get us that was part of the story. And who's hiding somewhere here in the stadium. Targeting yes. That's a different kind of story talent they're really puts you in the story. Yang and then -- literally have all the plumbing in place for. It's mean it's all this placement how to we sell it how -- we -- how do we get -- financed. Those are the big questions now I mean the creativity is out there people are thinking in these ways. But it's gonna take a breakthrough idea that makes money. In order for everyone else to jump on on board and you know I mean just think about reality TV right. There where was the first reality TV show I mean was America's Funniest Home Videos I guess. But it wasn't really until survivor. That all of a sudden everybody started jumping on the bandwagon."

" Now how about a -- you've got obviously there's kind of judicial entrepreneurs people that are trying to crack this couldn't do stuff on their own how about forum marking. It should they jumped into this or should they stayed clear taught shakes out kind of what do what's -- counsel there."

" I I think it's really important that if you're marketing department wants to go into this space yet to be careful of committee. Because committees. Kill creativity. If you if you look at what happens in the commercial world of marketing department or higher -- that agency. That ad agency comes up with a creative and the creative from that. Ad agency is an interpreted by a director. And the director is really the the creative driving force of that project on the set. There's a committee involved but again there's a creative director at the agency their third different creatives. That are driving forces and so unless your marketing department really has -- focused. Creative. Person who's passionate about what they do. You should stay away from this stuff because you fail miserably. It would just get watered down and watered down and watered down in in to move an emotion you have to take some risk. And that's what you want you -- emotionally engage people. If you can't you can't do that with a point two people throwing in their two cents or ruining their two cents you have to have a clear vision. And and you need that visionary person with a passion. To really. Take a project and push it all the way through and get it done because without that fighting driving force. -- just dies in committee."

" Right so straight so it is in some ways it's gonna Deming for large companies and to they tend to get just buried in the bureaucracy unless they have a division it's like. It you know hold up that nest on court somewhere they're not gonna make it cited -- a decision is to tell the smaller entrepreneurial company you know if you're. A marketing department two or three and you've got one guy who can run off and do this and run with the ball into whatever he wants well."

" I I think there's a lot ad agencies in PR companies that know people they can go to they know creatives that how that passion. And making big implying those people you know. There there are soon going to be a lot of unemployed. Commercial directors out there -- though will be very passionate. And I think. Those people will be able to create this type of story telling. But they need to be empowered they need to be given a green light for. When the dangers I think that the big companies from running into in the commercial space is DC this new field they see this -- based. And creative -- they know how to play unit. Who wear their feeling is that they don't know all the rules. They don't know how things work in terms of like let's see you have a video that that. You wanna post online at your website. And you wanna -- TV advertising to drive traffic to your website. And let's say you're targeting high school students. And cctv. To drive traffic to the -- to watch -- video to get high school students to do something. If you're using your own video player. You're an idiot. And a lot of companies will go -- of course who would use their own video player well here's a thing. High school students are on YouTube. Unita -- deal will Tim of course we've put our video on YouTube yet you'd put your video on YouTube. But why not use the video the YouTube video embed. On your website. So that more people watching the people you're sending from TV they go there they watch it. -- accept your views and that makes more people on -- watch your video. Any contracted all. It's just it's amazing to me how many times have seen this over and over where somebody wants to use their own player. And again it from a corporate standpoint but you're you're losing so much viral. Views and I -- times. Don't make a video with how in embedded available. People like to share a great video you UConn all to all this work to all this trouble. To create an emotionally compelling video with spectacle and story. And you put it on your website and there's no way than anybody can grab it stick it on their blogs taken on their FaceBook sticker on their MySpace. -- there's no way that they can do that and and -- share it with their friends and in turn it into conversation for you. You have to do that it's so important to use these tools. That are out there that are already being used that are part of the social media conversations."

" Yeah wanna listen -- it is as we see this happening on every front to our people are dating content or you know doing things that are preventing the natural spread of it. And in the long -- hurting yourself I mean unless your brand is known -- far already. In which he she wouldn't be advertising to drive traffic to it and you're just Tenet appeared to give him strength yourself you know -- Cutting Leona. The ability for it succeeds -- succeed offshore."

" Yeah I think there's there's been a lot of lessons learned already in social media and tapping into the people that have been successful -- it is really the way to go. And in either either using them exclusively or pairing them with somebody else that that brings something to the ball game take a look at I Justine. There have been people that have higher -- Justine just to appear in their web video. They aren't using her hat in the way that she can best be used. Mean if if they're gonna pay her money they should also consult with her about where the video should be placed how they should market it how they should. Promoted in the online channels continues her channels to promoted because she -- has all these followers. That watcher videos that love her that morning know what she's up to. And it's silly to waste her just as an actor or hosting a video. She's very smart woman and who really understands. The nature of social media and it is just suing not take advantage ever."

" How -- other people do stuff right space we'll switch hitting point two other. You know things just -- successful or groups that are doing interesting stuff."

" Why -- we think the electric farm people. Really understand this model. More than most people out there. Their their funding content themselves that they own but they're going after sponsors ahead of time they're getting those sponsors integrated into. The story. So there's integrated advertising. And then they're also selling off the foreign rights says there GO protecting their videos their only make him available US. And then they're selling the videos overseas. From more money. So though -- make their money back home both from sponsorship. And and an overseas and then. Don't -- reap profits for years to come by owning that content and licensing it I think that's really important. You know a lot of people spend millions of dollars creating video content that's disposable. He runs for thirteen weeks it goes away. Why would you want him. Build a library of content that. Could make you money for years and years into the future. I also think it's important to understand the difference between. Branded entertainment an integrated advertising. With branded entertainment its really about the brain and the brain and when her brand it is owns that content. So -- producer out there that that wants to produce branded entertainment you you're creating entertainment. That the brand is gonna -- you're not gonna own. But if your producer that's creating content that you -- with integrated advertising. You're creating a property and a brand at that you alone in your integrating somebody else's product or service insecure brand. That will pay for it and you'll -- and into the future and and I think. Electric farm really understands that and it's it's great to see him out there somebody else who's just hidden and out of the park is -- should day. Police should Dade -- Is an actress in Hollywood she was on the TV show Buffy the Vampire Slayer. And she wasn't getting the roles that she wanted to she decided to go out there and write a role for herself. And she created a web series called the guilt. About a group of people who play World of Warcraft. And it's a great simple little series that is for the most part in the past has been shot. From a web cam point of view with a few little you know. Traditional TV style. Filming as well but for the most part in the beginning it was like a web cam view. Some of these different characters 11 characters like you know the nerdy white guy another one is stay at home mom who ignores her children -- She plays World of Warcraft. And so these these different characters interact in a funny way while they're playing World of Warcraft he never seemed playing World of Warcraft. -- she built an online following she sold dvds she she got people who donate money first season second season she got it sponsored. Microsoft shipped and they sponsored it and then they sold advertising. It's a sprint and says sprint is is really you know from a consumer's standpoint you're -- sprint has as the advertiser on the show. They have Microsoft has to deal where its exclusive on Xbox in their other platforms like Zune for for a few days. Until it appears other places on the Internet. Really smart about it she owns her own content she hasn't given away. And she's just hit them out of the park she also appears in -- Sweden's doctor horrible. Palm where I think just a guy that did Buffy the Vampire Slayer he's doing a fantastic job as well. I think. Police who really paid attention what he's doing. And she's she's taken some of that magic with her. And has worked with his brother. She created a music video called do you wanna -- my avatar. And that even a few years you could care less about her show I think if you watch you just understand how she has. Taking the idea of the music video she took the characters from -- of the guild put them in a music video and that music videos had. I don't know 2000003. Million views promoting her show the guild not only that. She's selling it on iTunes has a song and as a music video. That's not something that. All of us can do because she obviously used her. Well I don't know obviously I'm I'm guessing here she used her relationship with China Sweden who sold doctor horrible on iTunes to. To make that deal happen. But. It's she's you know she's doin' it she's hidden in out of the park."

" Now -- for your own your production has kind of what you you're doing I mean obviously you're getting sponsorships coming inferred Frenchman TV and today I mean you basically have a production -- that you can just fire up as needed is that how that works --"

" You know when the great things about Hollywood is is that they're. You know in most communities there's there's unemployed there there are the unemployed and you know they have signs will work for food well. In LA there there are people that work for free just to beyond a production of some type. And being a little bit facetious but it's true. Com and it if if you aren't LA did there are so many people there was so much talent and there's not enough work to go around to see you can find some amazing people. Every day on Craig's list to award you may have a network of people already. Com there's so many people out there that that -- know this stuff that they're willing to put time in for free. There are also lot of people they don't know that wanted to know and are willing to work for for very little or free. Com. From me. The economy standpoint that scares me to death. Has any independent producer -- totally ecstatic about it. I'm so I'm very fortunate I mean also you know Hannity show like French may TV. I get a lot of offers of people that are. Are willing to pay me money to work on the show I haven't haven't done that yet. But but you know they're there -- few regulars that got to use. Quite a bit in and get help help but it usually small creeks so it doesn't take that much to staff. Fiscal let us anything else you wanna tell you about a plug in any instinct on. You know. What do things that that I'm noticing is starting to take root in in social media. And it's going to be actually see how this develops he is. People are are using and abusing the system. In in terms of may be there at their political movement war. Third third using it for nefarious. Illegal types schemes. You know that this -- type stuff but beyond that you know -- the new -- are at the new ruling that was passed by the Federal Trade Commission. Where you need to disclose who you're you're sponsors are. I think that's gonna be if you see how that shakes out in the video space as well. You know there are a lot of nonprofit. Sites out there that are funded by corporations. But. It's it's a nonprofit. Set up by a PR agency. Who is paid by could be a liquor company could be a tobacco company you don't know because they don't disclose it."

" And I'm curious if we're gonna -- that fold if they will have to disclose it and -- social media I'm curious if we're gonna see people beat up. I'm curious if we're gonna -- companies go down the tube. Because of their behavior I'm curious if things are gonna get exposed. And you take a look at the insurance industry I really wonder. If that's something that he's gonna be. -- but we is. The truth in advertising with what's really going on you know. People are starting to see that they're not being treated in the way that they want to be treated. And I think social media empowers them and end the democracy really comes true. End. It we're gonna have a big battle going on here you know right now he it's this this stuff that we can see. That's happening with social media were seen the change in television. -- seen the change in radio we're seeing a change in print you know more print companies just failed this week I mean there were more magazines shattered. I think we're gonna see that in entertainment first. But. I think we're gonna start seeing it in the corporate world for different reasons. And that is to me both empowering and at the same time really scary."

" That's is yet to be instant watch how all this stuff shakes out so much going on and trying to regulate this to be just the idea that is. You know daunting to say or east."

" Well if you know if -- becomes some dark course the people say I'm not gonna comply my money from them and -- my friends to pull the money. You know. And now if you can have a voice and you can go reach everybody and tell everybody what a bad thing this company did to you. And your friends who know you believe you and they tell their friends and they tell their friends."

" Did you know it spreads like fire that will be. It. It cuts both ways."

" It's yeah I mean the mainstream America hasn't really tapped into that yet. You know I mean we -- around with it for a few years. -- once the masses. Are able to do this Rome Rome could be following."

" I'd sue you know you got that organizations got a couple videos they've done their trend -- unit is trying something new. Have what are some things they can do to try to get off the ground to get it to you don't get all -- they can out of the work that down. --"

" I think I think you know before you even shoot your video something that you should sit down and really understand. Who you're trying to effect would this video what you're trying to do what your goals when you wanna have happened what's the best thing. That could happen with that video. And then. Look at the human emotions sit down with a piece of paper and write down the basic human emotions. Stuff like come. Joy. Lust. Anger pride surprise. And start looking at those and think about what it those emotions that you want to move. -- two of them. See if you can match up what you wanna do with your video to those to you if you if you could move to emotions in your video. You're doing really good if you can move three you're a genius. So think about how you can emotionally engage people and and I don't mean make it mildly amusing. I mean laugh out loud funny. In motion makes somebody cry. Make them scared. Think about what you can do to move those emotions because if if you're not moving those emotions. You wasting your time. You wishing everybody else's time how many videos have you watched we discount man. In you know. Don't -- that creative video that makes people go up. Oh my god this is great I need to show it to a friend. That's your goal in making a video he has to do that otherwise you wasting everybody else's time. That's the biggest tip that I can give you know once you. Once you've. Narrowed that down and you understand that the next thing you wanna do is think about spectacle. Is there anything that you -- in this video. From me spectacle a visual thing something that appears and it back again moves and emotion. A sexy girl that's -- and emotion a sexy guy with a six pack that moves and emotion. -- what about a little keying it was some kittens that moves emotions think about what those things that fit in there that. Really. Grab people emotionally engaged them and how can make whatever that is interest team. And -- can you put it in such way that it creates a question. Where people start wondering about it. But if he -- that read ban the viral videos where these guys were throwing sunglasses. And that's sunglasses were landing on their face. Seemed as it did that also did things for Levi's where people were jumping off houses into a pair of jeans. -- that creates questions how did they do that. That's good for you that creates a viral video that creating questions in people's minds indeed use them in makes him wanna go. Find out more. And that's really important to do as well. So. Engaged to a more emotions how spectacle. Create questions. Conflict. Conflict is another great thing -- you -- having your video. Any time I mean. When your on on the street -- starts yelling at somebody else immediately you turned to see what it is its interest in. The problem with the with corporate marketing now we wanna be nice we want everything. To be. Hunky dory. Will start thinking about who it's okay to make your talent to think about your -- and start we gear antagonist. Who is -- antagonist in whatever it is that you're marketing who's the bad guy. How can you make fun of the bad guys how can you engage the bad guy. Who is that Baghdad is -- the competition. Easy is it somebody who's who's hurting your consumer and some other way. When it would've been different things that you can do to create a bad -- so that. There's conflict mean if you think -- back some of the greatest campaigns in television. Com there were conflict in this campaigns you member of where's the beef. -- what's the conflict there the conflict she doesn't have a big -- hamburger. Who's the bad guy the competition dating -- big enough hamburger. It was an all hunky dory and that's one of the most memorable campaigns. Of the last thirty years. So you know I've fallen and I can't give up. That is so memorable on so many different levels but it's not -- don't worry there's conflict there. And you can't -- politically correct and not be -- and happy happy happy coming. He even in a Disney movie you're reduced least -- you know not everything is happy happy. It's -- what -- that is tantamount to oh back guy shows up. Who am. Now things are off kilter its basic storytelling. And that's. What creates memorable videos that's what creates memorable campaigns. Is having a story. Marketing is storytelling. And storytelling. As marketing and you gotta have that your video."

" anticipate it ties into your time to do with. You can't be done by committee -- communities are always looking for some limit doesn't offense that is as mainstream and give it doesn't cause."

" Problems yeah and and it's ridiculous you're wasting your time you're creating mediocre. Crap. And it's just boring boring boring you know and it's been really exciting the last couple years to see these new cars come out. That are different shapes their weird they looked different they aren't boring. They don't appeal to the -- they appeal to. -- And I think we're gonna see that happen more and more more now -- We have way to reach these people and we don't have to broadcast and waste millions of dollars reaching people we don't want Hillary."

" You know marking over coffee I was expecting -- Dunkin' Donuts instead to let stating you guys go out of the way for me. Did much better than you don't know how when these -- an -- and -- at a real stadium knows that that we will have an NFL stadium. This is quite a venue extent that it ended the spend a great and it's a whole village down here and restaurants hotels -- funny reminds me of the Kodak Theatre it's like he got this great mall there it's really cool and then a big event terms. And all the stores close. And that's what they telling happens here yet exactly Olympic stuff happens we can handle the volume set to shut it down -- up. Our -- of an inbound marketing summit marketing -- the special edition. And until next time and Johnny come."

" Been listening to marketing as the cold feet. You can -- depend de theatre financially both houses and -- more -- that ask and don't help. -- looks stated -- written in marketeers don't come and talk coliseum show every Monday."

" The marketing over coffee theme song is called -- Jeep iPhone masters. And you can find it at the podsafe music network podsafe music network dot com or follow the link in our show notes."