Backing Black: An Idea Demanding Vision

Disclaimer #1: This is a rather long post, and breaks all the rules, read at your own risk!

A tribe is any group of people, large or small, who are connected to one another, a leader, and an idea – Seth Godin from Tribes

It has historically been affirmed that where there is no vision the people perish, and such could be spoken of in the context of Backing Black, as in any and every other venture in this life under the Sun.  It has been just over a week since I first blogged life into this context, with much transpiring in the world of i am jonny king subsequently and forth-with. These details may need a restoration of biblical proportions on another blogging occasion, as I am about to unload some thinking thoughts… some ideas of where this Backing Black idea could possibly lead!

However, before we get to this point, let me encourage you to read the first post in the Backing Black context… HERE… where I affirm more of the core ideas that I believe need to ground and contextualise this conceptual idea. For those three people who did read that post, let me succinctly summarise the pertinently main points that will set the foundation for the bells and whistles in this post.

Here is a definition of this growing fan-base of a movement that I have not posted before…

Backing Black is a growing movement of All Black enculturation, primarily mediated through the use of social media, encouraged through a strategy of more extensive, personal, and relational interaction with the Team, whereby this resource for an on-line community will create and encourage a more demonstrative culture of support for the All Blacks both on and off the field, which results in a paradigm shift of what this means and what this looks like, providing the social and cultural environment for the All Blacks to be best placed to traverse onto the summit of the 2011 World Cup, and beyond! [if you are skeptical of the impact of social media, visit this post... HERE... and watch on]

In my, seeking-to-be-humble-by-grace-alone-opinion, this encapsulates what I see as the primary goal of Backing Black… What about you?

I spoke with an All Black in the past week about my view that a significant component of this venture is to encourage a more human connection with the All Blacks, whereby these players are contextualised more through our common humanity than through the acquired status that is endemic with the All Black context in our land of  New Zealand, with the AB seemingly warming to this proposal, even asking if this was what this idea was trying to achieve!  Whether he was just being friendly, or saw the worth in this idea, one can only surmise, but if looks could give CPR… this perspective would be breathing.

The CEO of the NZRFU seems to be aware of this reality as well.  In the very recent coverage of the AB’s Steinlager series squad announcement, Tew mentioned this in an interview context, speaking about All Blacks activities [I believe], he affirmed that these helped in…

keeping the all blacks in touch with people, and keeping them grounded – Steve Tew

Both of these realities can be encouraged and maximised through this Backing Black Fan movement!

So… you’ve read the first post, and read-this-post-to-date, and you understand where i am jonny king is heading with his big idea… however… this is all well and good, but what does this look like when it is fully dressed, out in public, and ready for internal consumption?

Let’s pass this out through the back-line, and see if we can not score in the corner, as we go through the following process, which puts flesh and bones to this idea!

First… You are going to need persons who are savvy in the on-line production of ideas, through the viral form of communication, in the writing of words and in the production of other forms of technology, where the proliferation of content can be intense, copious, creative, and crash-hot, so that the Backing Black website is the source that consumers want to suck dry, and with wanton suck-ularity [Yes, I just made that word up]!

I have said this before, but it deserves a little re-hashing… While all the other forms of marketing, be it social or otherwise will be important, what will not only obtain, maintain, and sustain the movement, but will allow and encourage the reach into an exponential number of contacts, will be a website that is Mach One.  If this area is not sufficiently covered [even if it is only in a solid and consistent manner], than referring to it through social networking sites, such as Twitter and Facebook, will make little-to-no-sense, as one may as well limit oneself to these other conduits of communication.

This site has the potential to be a leading fans-site for a national team, and if the world of ideas is rented fully, then this will add to these other networking sites.  If not, it would seem to be better to refrain from the process, as it could be more “brand-image” costly, thereby achieving little in the process!  ”Potential” is an interesting word that can have both a hopeful and hope-less sense-perception, as it can point in the direction of what will be the prospective future, or sadly, what retrospectively, in the end, never came-to-be.

What this site can achieve, which other AB sites struggle with… is authenticity [key concept], as it can market itself as not being birthed by, in, and through the machine.  If this site is marketed as the site by the Fans for the Fans, it can maintain an audacity of hype to go with all the hope [this could be my new line]!

Second… These persons involved are going to need to put their content where their mouth is… and deliver.  While my talk comes cheap… and often, let me run you through the world of my ideas of what this could possibly entail.  I have shared some of this to other individuals, but this is the first time these ideas have found a blog-voice… See what ya think!

Disclaimer #2: These ideas do not claim to be the finished product, but they are an indication of a direction of things, and they are mine… so back off

DESIGN AND LAY-OUT

Those in the know reckon people take about six seconds to decide if they are going to read a post [it is seven seconds in public communication, so start strongly].  First impressions do count, and this will be true when the thousands visit the Homepage, and see if “the hype maintains the hope” [again, I like this... iamjonnyking, where ... I may have to quote myself and use this]!

The Header – These are really important, as these will generally be the first object people observe.  While I have no idea what they are planning, here is where I would probably go.  This may be a little difficult to explain-to-conceptualise, but we will take it s-l-o-w.  I would have the word Backing Black filling up a good portion of the top-space.  Make it the centre-piece.  However, let me explain how I would do this, which is where it may get tricky.  I would put the two “B’s” back-to-back, so that there is a double thickness, with the two spines of these capital “B’s” [If we were to use lower case letters, as an example, it would look something like this... db].  In the middle of this area, I would put the Silver Fern, which would fit nicely in this space [silver fern surrounded by black].  This would be a fitting area of placement visually, but also conceptually, as the team that plays with the Silver Fern on their chest is the reason for this site, and this supporters site is about “backing” them all the way.  Then, I would spell out “BLACK,” normally, but the word “BACKING,” I would reverse, as per the positioning of the backwards “B” [maybe like the wording on some vehicles, which are produced to allow people to read it correctly in their rear-view mirrors.  This would not only visually place more emphasis on the word "BLACK," but would add a savvy distinctive touch to the viewing that would cause readers to stop and be impressed!

Like all design, seeing is believing, but this reads right to this bloviating blogger!

The Design Flow - While this will include the layout, the warp and woof of this shape relates to the context of the content, so I will not go there-on-here, but what we can discuss is the use and integration of colour [of lack thereof].  While there are many options, there are two general contrastive pallets where I would take this!  You could go for a predominantly white homepage, such as on Stuff… or… you could go more in the direction of another one of my blogs, where I designed the use of “colour,” along very specific lines [Yes, you will have to take a look... HERE].  What I found in my other blog site, is that when one goes to this extent, adding colour can really miss the mark, so my judicious solution was the addition of sepiatone photos as a “colourful” contrast!  I really like this overall design, with the bottom section particularly tasty.

However, I am thinking for Backing Black, I would go for more of the “white” option [no Andy Haden jokes needed], maybe with the use of some greys and blacks for borders, etc.  This will help the free use of colour from standing out like the proverbial sore digit, and it will also have a distinctive look from the AllBlacks dot com website!  Nevertheless, this again is very much a seeing is believing thing. Having done this on more than one occasion, and starting work on another, it is very much a “hands on” approach [for me anyway]

PROMOTION

To help Kick-this-idea-off, I would have a Backing Black Test Match - Preferably the Last of the Steinlager Series, which would prepare supporters for the Iveco Series, where things will get really serious.  Get Steinlager on-board and involved with this promotion.  Encourage everyone to wear black… Yes, that sounds new, creative, and savvy… However, smarty-pants, the angle would be to encourage everyone to wear their top half backwards… “Backing Black“… and if they do, one such promo idea that could involve Steinlager is that when they buy three beers, they get a fourth for FREE!

However, my piece de resistance, would be connected with the on-line site, bringing together the concept of Backing Black and the Northern Tour.  This would make much noise, create much excitement, and draw the masses in for more.  Because of the wonderful support of Telecom, I would offer a fully expenses paid trip on the Northern Tour, for Backing Black freaks to show true support for the boys, away from home… times 22!  Yes, 22.  Just as there are 22 boys prepared to enter the field each and every Test Match, there would be 22 hard-core Backing Black supporters at every Northern Test Match.

Yes, this may sound radical, but it would kick this movement off with a BANG, and it would also allow you to run some sort of competition for places that would further raise the stakes!

Money well spent Telecom.  I am available to carry the bags!

REGULAR CONTENT

All the News – Gotta be the One-stop shop.  Could easily be achieved through a feed to All Blacks dot com, Stuff, NZ Herald, plus some other sites worth connecting  with, but this may lack the authentic touch that is vital with this type of site.

Regular Forums, Creating Community – This is so vitally important, because it allows Rugby heads to talk shop with each other, with impunity.  Keo dot co dot za has formed a strong community, with much interaction on most posts, before and, particularly, after the game!

Daily Blogging – You gotta produce with stories, angles, ideas, resources, links, etc… day-in and day-out!

Interviews – Interviews is a definite, but with the amount of these over time, the interviewer must be creatively savvy enough to both get inside the person, but also produce an angle that relates to the person in question.  Don’t over-edit.

IDEAS

What was just outlined was hardly “splitting the social networking atom”… call it the forward pack of the site.  Now we get to the flashy backs, where things are made to look fresh [I will try and be brief... I don't do boxers]!  Just as in a rugby team, the forwards must do the hard yards, and this is a key, it must not stay there.  However, visitors are waiting and wanting to get swept off their reading and watching feet, particularly in this context, where they are so use to the mundane, routine, and expected.  If this can provide content that is written and presented in a distinctive manner, this will have a winning edge!

After the Match Rap with a “W” – After the hype of a Test Match, what do you want to do?  You want the coverage to go on, as you move on with the celebrations [generally] and reflections of the game.  While the Press Conference is okay, it is a tad sterile and rehearsed.  What I would been keen to produce is a live-streaming show where the match is discussed, guests are invited in, where we get into the changing rooms with the players, and where the public can get together and enjoy the victory together.  If I may get personal, if I had the opportunity, I would love to be able to do something like this, where there is so much scope for creativity.  This does not have to be slick, but authentic, and at the moment, both in the home and away fixtures, we are getting the same old same old, and it is time to do something different!

Take a peak at the All Whites celebrations, doesn’t it give you a whole new insight into the team!  Imaging combining this with live coverage, followed by further interaction, connecting the fans with the players.  Real interviews with the players, where you actually talk about specific things that take place on the field.  You could take live tweets from those watching, so that it could be very fan-interactive! So much potential!

The more I write about this idea, the more I want to do it.  This will also go worldwide, so all All Black supporters can join in the fun.  THIS MUST HAPPEN!  If only one had the means!

An All Black of Two-Halves – Just as there is a game of two-halves [blame Fitzpatrick for that one], more often than not, there will be a good woman behind the man.  Not only will she know the real AB, and can share about it, getting to know this feminine side, will give us a better understanding of the AB in question.  This type of coverage will also appeal to a certain demographic, which is vital!

Get to Know Your AB in 60 Seconds – This has been done before, but is very easy to produce, and can be a nice feature each week on the site, with its very own little spot.

Nicknames - I am a nicknames kinda guy, and will generally come out with something.  These are terms of endearment.  For example, my nickname for Richie McCaw is… McCaw-esome… or you could go with… Mccawesomeness [Actually, the full version is Richie my man McCawesome.  I even used the first name as my on-line dig on a rugby forum.  I can see a McDonalds sponsorship around this one. How does 7 beef patties sound?!  What about Brad Thorn... the Godfather... Fits who he is in the team, the sound of his voice, and being a God-fearing man, this works.  Although, I tend to go with an alliteration of "B's" with the man... Big, Bad, Busting, Bustling, Bruising, Battering Behemoth, Brad Thorn!

When Your Team is at War, it is Time to Roar - This can be both a competition and a way to drum up support for the AB's at games.  Yellow Fever have their catchy chants, and it is time for AB supporters to yell something slightly more creative than...!

Dropping the Prize - This is really random, but extremely effective.  I have seen this type of thing on Twitter before.  Someone leaves a cryptic clue about a prize drop on Twitter/ Facebook in a given area, and the masses go searching for FREE stuff.  You can have someone waiting at the spot, so they can take a photo, which you can then upload onto the site, or you could have an AB waiting with the prize, which would certainly raise the stakes.  This is such an easy way of drawing attention, creating followers, and spreading the name-game... and it can replicated with impunity.

Get Your Gears On - Supporters clothing, which both helps to create the tribe, but also provides free marketing of the idea.  Have this personally numbered, so each individual has their own numbered spot, as a way of identification and separation, further encouraging those to join in with this cultural group.

Say it to Their Face - This idea has a larger perspective.  There are so many people more than willing to shoot their mouths off about the AB's, particularly about a given player, and particularly when they lose.  Here's the scenario... Find someone as you go through the streets, who will be interviewed, and find one who will have a go at the particular AB you have waiting out of view.  Ask them to wait a minute, go find the AB, and bring him to meet the big mouth... Classic!  See if he will repeat the little rant.  It will then provide the opportunity to see them shut up, or if they do step up, gives the AB the chance to respond in reality.  Obviously you will be videoing all this, which should also make for a nice social experiment, in making a point!

Pads - I have tried this idea out with an AB, as I was going to do this personally, but he wasn't keen.  However, some will be fine with it.  You have seen "Cribs" on MTV... well, now you have "Pads."  See what they drive, what they have in their fridge, meet their family.  Make it living, active, and funny... Winner!

Player Cam - Some players already do their thing in this context.  Give one a handy cam for a day.  Inside.  Personal.  Funny.

With the Reserves - I consulted with some AB players about this, but they were not that keen.  They commented how people may be surprised how chilled out the Substitutes were.  I don't see that as an issue.  I think it would be a great perspective from the subs bench, particularly if there was a player who was happy to chat along for the ride.

He Can Play, But Can He Cook? - Another angle to get an inside look into a player.  Yes, the cooking part would be distinctive, but it will be the context that this is setting for communication that can provide viewers with a different look at the person who is also a player... rugby player!

A Day in the Life of... - Simply following and focusing on an AB throughout their daily routine.  It could be game-day, but it could be a mundane day at their home, after all, everyday is not Test Match week, where you also get to see how the public respond to seeing this person in the flesh.

I have said way too much, and my typing hands are beginning to tell me so.  There are other ideas, but these will do for starters, as a way of giving you an idea of what can be accomplished!  Like all conceptualising, there is much to chew and spit over with these, but there is enough bones to build a body... of ideas!

OVER-SIGHT

As I have said in a previous post...

The potential in the Backing Black proposal is limitless!  With the resources of Telecom, the team of our All Blacks, and the wonders of technology, the only component that would seem to be missing is the creative savvy of individuals who have the eyes to see and ears to hear what can be done.  When it is put like this, it sure sounds exciting, and may it be so, even in reality! [emphasis mine]

It does take eyes to see!  Wouldn’t it be grand to be given this vision?!

Finally, when I have mentioned to a couple of people close to me that I was going to blog on my ideas, they wondered if posting this would be wisdom in action, particularly as social media is a context which I view as something worth pursuing.  You might be thinking that such ideas are my capital, and you would be right, however, there is more than one way to get a return on this investment, if it is indeed worth the price of its fame.  Therefore, in light of this, and with something that is good food for our general thinking, let me close with the following words, which were sourced from this post… HERE…

People are often unreasonable, illogical and self-centered;  Forgive them anyway.
If you are kind, people may accuse you of selfish ulterior motives;  Be kind anyway.
If you are successful, you will win some false friends and true enemies;  Succeed anyway.
If you are honest and frank, people may cheat you;  Be honest anyway.
What you spend years building, someone could destroy overnight;  Build anyway.
If you find serenity and happiness, they may be jealous;  Be happy anyway.
The good you do today, people will often forget tomorrow;  Do good anyway.
Give the world the best you have, and it may never be enough;  Give the world the best you’ve got anyway.
You see, in the final analysis, it is between you and God;  It was never between you and them anyway.
~ Mother Teresa

You can be the judge if and where this post fits into this breakdown!

Just one more thing, if Backing Black is to grow and flourish, it will need to grow like the following video makes clear [thanks to @no8Jarmo for this link]…

And, not like this video, which has contrived written all over it… with the result being… Lame!

Organic and Authentic… of the People, for the People… that is what we are after!

Backing Black?… All the Time.

Until Next Time

i am jonny king