Remembering Jericho: Back Lot Projects

Rarely have I have worked on a communication case study for the Copywrite, Ink. blog that so clearly galvanizes an audience as the CBS cancellation of Jericho. Sure, we’ve covered a few under-reported stories that have caught the attention of hundreds of readers; some who stay on long after the specific story fades into obscurity. But the CBS Jericho story does not attract hundreds. It attracts thousands. It does not seem to be fade away, but rather grows stronger every day.

As Jericho fans have taken to publicizing our case study in social media and crisis communication, we’ve covered it on more consecutive days than any other topic. Why? Analytics alone demonstrate the value of this very smart audience. They read long, deep, and come from all over the nation (and world). Some have even taken to searching past communication posts, looking for ideas.

I’m not the only place they are looking. While I have not verified these facts, Jericho-On-CBS has published some startling numbers: Jericho was the most watched show for CBS online (450,000 hits a week); Jericho delivered the highest rating in a Wednesday time slot in seven years; and Jericho frequently beat the competition in its time slot despite going up against some tough contenders. (This does not even consider how many fans watched reality shows like American Idol live and then saved Jericho on their DVRs for later.)

If all this is true, then CBS Entertainment made a mistake claiming that the show had lost steam based on ratings. It seems more likely that Jericho simply didn’t fit into CBS’s new fall line-up, purported to be hipper and edgier than past efforts. From a branding standpoint (before the backlash), it makes sense. But from a customer-centric standpoint (after the backlash), it does not.

In some ways, I appreciate where CBS might have been coming from. Some of our colleagues and online associates have cautioned me (using my own words in fact) that quantitative measures (number of visitors) should not overshadow qualitative measures (number of prospects or regular reders). In other words, they’re wondering when I might get back to a broader mix of topics. I have something else planned for tomorrow, but I just don’t know. If something breaks on Jericho, then Jericho is it. Yes, again.

You see, as I learn more about the Jericho fans, they continue to amaze me in how well they’ve come together. One said I made them sound like geniuses, recognizing that public relations professionals and political consultants might be envious of their efforts. Sure, I know in many cases these fans stumbled unto some of it, but that’s just part of the American way. We stumble upon lots of things. More to the point, however, I like to believe that imagination is more important than knowledge and this case study might prove it.

CBS is using its knowledge to justify canceling the show. The fans are using their imagination to save it. The huge volume of orders for nuts, 9,000 pounds at last count, is only a sliver of the number of nuts sent as social media has embraced this story along with a growing number of mainstream media outlets, especially dailies, entertainment weeklies, and local CBS affiliates.

Given this news, I’m putting more even faith in the fans of Jericho, even if CBS has yet to realize it might do the same. Last night, after deadlines were met, my team put together the “Remember Jericho” image as a thank you to all the fans who have popularized our case study. And, we’ve added it to a few T-shirts in our almost-ready-for-primetime online merchandise store.

As a thank you to the fans, especially Jericho Lives and Jericho Rally Point, and to ensure I remain an communication observer (my family and many team members are big fans of the show; they are the ones who encouraged me to write about it to begin with), any proceeds beyond the base price set by Cafepress.com will be donated to the NUTS campaign. If the campaign should end, then we’ll donate it to an appropriate charity. I don’t want to detract from the funding efforts of our campaign elements nor do I want to want to make money on their efforts. (If I release a book by year’s end as planned, you can always consider that instead, as the Jericho story will be included).

The link to the Jericho T-shirts is at Back Lot Projects. Just a few tidbits about the shirt: it’s an adaptation of a vintage World War II war bonds poster, which we thought was fitting with Memorial Day almost weekend upon us and the all the patriotism that seems to surround the show. The ‘Remember Jericho 07’ line plays off another historic rally cry in American history (Remember the Alamo). But besides all that, it was fun to make.

In closing, if not every future post is Jericho focused, keep in mind that we track case studies for a long time, so there will always be another post unless we close it out. We’ll also keep adding updates in the comments. In the interim, if you are a fan and like the image, feel free to use it for non-commercial purposes.

Until then, good luck! And, what else? NUTS!

Digging In: Jericho Rangers

Today is Jericho Digg Day, one of the many creative ways fans of the Jericho television series, disillusioned by CBS, are working to revive interest in a show in stasis until it returns in January or, speculatively, sooner.

Kick started by the author of Jericho Junction, it is one of the first unified efforts since fans sent nuts to CBS by the truckload. In preparation, some fans even created stylized content to remind fans why they tuned in to Jericho in the first place. The objective is to get Jericho on the front page of Digg. It’s a start.

Here is a quick round up of primary fan communities coming together to Digg:

Jericho CBS Message Boards. The message boards double as “Jericho Rising,” a Web address that was originally teased as a standalone site by CBS, before the network decided to redirect traffic back to the original boards.

Jericho Rally Point. This was originally the “second line” of defense during the show cancellation protest for fans to stay connected in the event they were banned from the CBS boards or if CBS pulled the plug.

Radio Free Jericho. These message boards were developed as one of the first standalone fan sites. One of the primary purposes was to provide a “free speech” zone for fans.

Jericho Times. This site, originally called the Jericho Armory, developed out of an electronic newsletter. Its original purpose was to round up and report on various Jericho fan groups.

Guardians of Jericho. This site was developed for the primary purpose of organizing Jerichon, which is the home of the annual convention for Jericho fans.

NutsforJericho. This forum was developed by NutsOnLine as a commitment to Jericho fans after the show cancellation was reversed and the drive to buy nuts concluded.

The image accompanying this post is a 15-second solution to develop a message aimed at prospective viewers as opposed to the “Come Home To Jericho” message that is better aimed at existing and lost fans. The artwork was graciously donated by RubberPoultry after I tossed out a Band-Aid message based loosely on what might be the focus of the truncated second season. (You can catch some of the text on the Flickr caption.)

The reason I say “loosely” is because other than what I’ve been able to glean about the second season from bits and pieces (eg. Jericho will be occupied and the United States is a civil war of sorts), there is nothing to go on. You can find some bits here and there on the Jericho Wiki.

This is one of the reasons I’ve been reluctant to “cross the line” as an observer and do anything beyond track fan activities. The irony here is that CBS was originally watching to see what fans could develop on their own, but then failed to recognize that even viral marketing needs a point of origin (hint to CBS: usually networks provide that point. Just ask NBC … they did it twice last season).

Expanding Jericho: Season Two Fan Fiction

It seems Jericho fans had plenty of reason to cheer this week. CBS recognized fans for sending custom label water bottles; launched a blog called The Salty Scoop; made plans to promote Jericho Season 2 at Comic-Con in San Diego; and sent out a promising message from Nina Tassler, president of CBS Entertainment, publicly stating that while the rerun ratings are modest, 23 percent of the viewers currently watching first season Jericho reruns never watched the show before (hat tip to Jericho Saved).

“Just as encouraging, this research shows that one million viewers who left the show after the mid-season hiatus have returned this summer to catch up on the episodes they missed,” Tassler said. “We still have a LONG way to go. But, I wanted to share this news and express our continued appreciation for your support of " Jericho." You have quickly and firmly established "Jericho" as the show with the most passionate and vocal fan community on television. Please keep spreading the word.”

All right. We’ll lend an unofficial assist that we will promote deep …

Every now and again, I have an idea that I want to see come to fruition. One of them is the expansion of the Jericho Universe. While the waters have been tested a bit by fans, we kicked an idea around the office last week on how we might capture new viewers while expanding the Jericho Universe. Done.

Expanded Universe Short Story Competition

The Story. Write a 250- to 1,000-word short story about something happening in the expanded universe of Jericho (outside of Jericho) with original characters. While Jericho can be mentioned, please refrain from using anything that may interfere with future plot lines. Your name and address must be included on the e-mailed entry (we will publish pseudonyms upon request).

The Submission. Please submit the story in the body of an e-mail (no attachments, please) to expanduniverse@yahoo.com by no later than 5 p.m. PST on Aug. 17, 2007.

Entry fee. Nada. Zero.

First Place.
• The story published on the Copywrite, Ink. blog on Sept. 2, 2007
• An authentic hand-signed autographed picture of Skeet Ulrich (above)
• Jericho- The first season on DVD (upon release)
• Choice of Copywrite, Ink. “Covering Nuts” or “Remember Jericho” T-shirt

Second Place.
• The story published on the Copywrite, Ink. blog on Sept. 9, 2007
• Jericho– Official 11x17 reproduction poster
• Choice of Copywrite, Ink. “Covering Nuts” or “Remember Jericho” T-shirt

Third Place.
• The story published on the Copywrite, Ink. blog on Sept. 16, 2007
• Choice of Copywrite, Ink. “Covering Nuts” or “Remember Jericho” T-shirt

Winners will be announced on Aug. 31, 2007. Entry assumes that you agree to grant us first electronic rights (only) for publication on this blog in the event you win. If you do not win, you retain all rights. And by entering, you also agree that the story you submit is your own original work.

Tips. As we tell any writers, be accurate, clear, concise, human, and conspicuous. Since we are writers, spelling and grammar count. We also reserve the right to edit the stories and/or not award some or all prizes if no suitable entries are submitted.

If you are unfamiliar with Jericho, you might visit the Emmy-nominated site for backgrounders. If you have any questions, feel free to comment.

If you need additional inspiration, visit tomorrow because I’ll be posting a fan-fiction piece that I wrote last weekend (geez, hope you like it). Naturally, my example is not eligible to win nor can anyone else employed by Copywrite, Ink. enter.

Disclaimer: "Jericho” and its related characters are the property of CBS Paramount Television Network and Junction Entertainment. This contest is solely for entertainment purposes. Copywrite, Ink. is not affiliated with CBS or Junction Entertainment.

Missing Targets: Jericho's Tactical Overload

Not all Jericho viewers are created equal.

Some fans will spend hours over at CBS Jericho every day. Some enjoy a few minutes a week. Some will never go there at all, preferring any number of forum-based social networks instead. And others, once the show was brought back from cancellation, are simply content to sit on the sidelines until the first episode of a short season 2 unfolds on their television, TiVo, or DVR.

“I was one of the first people to send nuts, well before the efforts were centralized,” one fan told me. “But I’m not really interested in becoming involved in a Jericho group or reading about production. I’m especially not interested in social media dramas.”

Even here, some read our weekly foray into the communication aspects of this case study every week (some of those have no intent of watching the show); some have become daily readers; and others are content to read someone else’s take on whatever we might happen to write about.

It all works for me. But not all of it seems to work for Myles McNutt, author of Cultural Learnings, who offered up his “No Holds Barred” post that claimed there are too many blogs about Jericho.

Close, but not close enough to hit the mark. Still, I don’t fault McNutt for his analysis; he’s pretty sharp on his television critiques, a little less so on social media.

For his evidence, he pointed to Jane Sweat’s THREE Jericho blogs (his emphasis, not mine), saying “while each has some good content, it seems as if they all serve the same basic purpose: promoting Jericho,” he wrote. On closer inspection, each blog has details make all the difference.

Without question, Jericho Monster, is about capturing new viewers while providing original content to the fans. Recently, most of the content has centered on interviews with fans, bloggers, cast members and crew. One of her other blogs, JerichoCentral, tends to lean toward educating fans with news you can use, ranging from how to Digg a Jericho story to promoting the inside scoop from the CBS Jericho site. The third, Arabelle’s Alley, includes information on Jericho, but is more free-spirited, investigative, and broad ranged in terms of what it covers.

From a social media perspective, Sweat has smartly divided her content into specialized niches to better serve unique audiences. It's true. While there is some crossover, each audience is unique. I know because analytics on our blog tell me where Jericho fans come from. Add to her blog efforts, an apparent willingness to her team-up with several other blogs like Jericho On CBS or her participation on the various fan boards like Jericho Rally Point or Radio Free Jericho, and others. All of these, by the way, are different.

That's not to say McNutt is not alone in his assessment. On several occasions, I’ve read active fans on the Jericho CBS forum discuss how centralizing efforts on the network’s site might make sense. But yet, that doesn’t make any sense at all. Why?

Because not all Jericho viewers are created equal, but they all have equal value.

The truth is that many viewers, non-viewers, and even fans will never visit the CBS Jericho site. On the contrary, if they are to be nurtured, they have to be nurtured off the network site by dedicated people who manage bulletin boards, forums, and blogs, with each location gaining 50, 500, or even 5,000 new viewers to become interested in the show. Each one of them also serves as an important promotional outlet for CBS, promoting announcements like the upcoming chat with Dan Shotz next week.

Of course, this is not to say that McNutt is wrong. He is close.

You see, as the conflict caused by the cancellation has waned, some have noted that active fan participation has fallen off. And for some, less visitors means attempting to corral those who are left rather than enticing new viewers like we did with a contest. In other words, some have taken to cannibalizing original content of other blogs and then competing with them by duplicating their ideas. It makes you wonder … what good is a duplicated fan interview on the CBS Jericho site when the only people who will read it are existing die-hard fans?

And this, it seems to me, is where McNutt comes close. If there are any failings with the fan base, it is because they still have not structured a suitable central location to tie everything together. Don’t get me wrong, it was not for lack of trying to launch a fan representative central body. It just did not work. Fortunately, however, there could exist a contingency plan if CBS thinks strategy instead of tactically.

The CBS Jericho Fan Central Blog could reset its objective to round up and promote off-site fan efforts (as opposed to on-site forum discussions) rather than competing over same content (eg. duplicating fan interviews). The CBS Jericho Fan Central Blog might also work with off-site fans to nurture better off-site content instead duplicating these fans' best efforts.

The result would provide for the one-stop shop that is needed, allow CBS site fans to see what off-site fans are doing to round up new and future viewers (with links if you want to know more), and ensure network news like the chat sessions gets out to the public rather than being tied to a site that, frankly, non-viewers are not going to visit. It is not all that far off from what I hoped a central representative fan group might do, but didn’t.

Creating Fandom: The Jericho Universe

This piece would have been better served as seven posts, but since my blog is more about business communication than fandom, I felt it would best serve me to fast-track some solutions for Jericho fans and CBS with seven points and hopefully turn the largest show cancellation protest into the beginnings of a long-running series with more mileage than anyone imagined, fans included.

To do it, the primary ingredients are what we do at my firm for dozens of companies and organizations every week: words (message), concepts (imagination), and strategies (business sense). Hold on and enjoy…

Solution One: Organize. The time to operate like a mass protest is over. The time to establish an association for fans is at hand (non-for-profit?). Doing so will create a legitimate governoring body, establish elected leadership, produce by-laws, designate points of contact, and raise funds (a modest membership fee with donation options and major sponsor support) for a variety of projects. Whether the organization operates as a single body or more like a representative organization with various splinter groups is up to the fans. But at the end of the day, someone has to be seen as the lead. The most obvious choice seems to be the Jericho Lives/Jericho Rally Point co-op. It should not be hard. I happen to know that Jericho fans have members with the right skill sets to do it (just don’t overcomplicate the process).

Solution Two: Focus. There are countless side debates on the table, ranging from whether Nielsen Media Research is the best measure for media today (not on its own) to how much support does the fan base want to give to CBS. Sure, for many, it’s difficult to distinguish whether CBS should be praised for bringing the show back so quickly (the fastest cancellation reversal in history) or ridiculed for failing to establish a sense of trust and credibility. There are also a number of rumors being floated (mostly by those who feel slighted because Jericho fans did what others said could not be done) that continue to cause a fuss, including one that wonders if the fans are being set up. I cannot say it more simply: while I find this all fascinating from a corporate communication perspective, it does not matter for fans who want to revive the show. Focus on the goal of building a bigger, trackable fan base.

Solution Three: Consolidate. There is no way you can expect everyone to keep pace with hundreds of fan sites and bases of operation. There needs to be some communication consolidation. While I know Brian Kalinka is doing a fine job looking for links at the Jericho Rally Point, the Jericho Times being put out by the Jericho Armory has already demonstrated real potential as a weekly e-mailed roundup. Along with the interactive newsletter, there are dozens of other communication topics being discussed on the CBS message boards. Net, net, I suggest you conduct business off of the CBS site because potential fans are being buried by the weight of business talk. You have to appreciate that some people might just want to watch and discuss the show. It was a brilliant move to make CBS the front lines of the protest, but I’m unconvinced that fandom business discussions, other than updates, really belong there. Sorry, but the topics are too niche for the general audience.

Solution Four: Add Value. Being co-called “partners” with CBS is a misnomer. There is no question that the fan base, at the moment, is supporting a CBS show (or “half” show, considering CBS only bought seven episodes), but Jericho fans really need to distinguish themselves as an independent group. As such, it is your primary goal is to add value to the organization and not necessarily CBS. If fans can add value to the organization beyond the show and actually engage consumers, you have a much more marketable product for prospects, who will inevitability watch and support the show anyway. Add value and members and you’ll also get your own sponsors (there’s a nut company that might even have interest in this). CBS might even jump in too, but stress your autonomy if it does.

Solution Five: Re-Brand. This tip goes out to CBS as much as Jericho fans. Branding this show as a post-apocalyptic drama was a mistake in season one and would be a travesty in season two. I already wrote a five-second solution that would help the show (a record number of people read it and agreed). While that was a fine but fast solution, the bigger picture beyond the town proves that the post-apocalyptic description is grossly inaccurate. For those who don’t know the context, Jericho is a town set in an alternative universe where some members of our government were able to stage a faux nuclear terrorist attack in order to seize power. While somewhat successful, they have thrust the country into a civil war. Specific to the series, as I said before, Jericho is a story of survival in a small Kansas town that has been mostly cut off from the rest of the United States as these events unfold.

Solution Six: Become Un-Lost. There was certainly an appeal to mimic Lost in season one by not allowing fans to know much more than the characters. That plot ploy has now come and gone. For this show to survive a short season two and live on for season three, four, five, six, etc., it’s time to offer up full disclosure online (if not offline). Lost may have captured fan fancy in being a serial mystery, but it is a mistake to market Jericho the same way. Jericho is an alternate reality, pure and simple. For fans to embrace the concept, they need to know more about the world outside Jericho even if the characters do not. There are, by some accounts, as many as six cities claiming to represent the United States (or perhaps not). If the writers accomplish nothing else this summer beyond some online programs, they might produce a Jericho Gazette that places a face on each region, identifies uncontrolled areas like Jericho, pinpoints any warlord-type strongholds, and provides a picture of the geo-political landscape, one that the fans can understand and use for fan-generated fictional content.

Solution Seven: Open Universe. As an alternate universe with an impressive fan base, CBS would be smart to relinquish some creative rights much like George Lucas, Gene Rodenberry, and even J.R.R. Tolkien in allowing the Jericho universe to unfold in new and amazing ways. (Hey Jon, Stephan, and Carol … want to join those guys?) The possibilities of this storyline go far beyond Jericho. So it only makes sense to let others, perhaps fans, flush out the experience. There are endless consequences, considerations, and storylines that would result from the sudden splintering of a world power well beyond China and Germany conducting air drops around the United States. There is little doubt that some countries might be more inclined to seize the opportunity to further their own gains. And, there is endless speculation on how Canada and Mexico might handle American refugees spilling across the border (a twist if there ever was one). Ergo, much like Star Trek and Star Wars, the series Jericho is one great storyline in an epic adventure with potential fan bases growing up around each splinter, all of which will tune into the show that started it all.

Those are my seven tips for saving Jericho for the long haul, which pre-assumes that the two drivers currently driving the bus will listen to reason. For the fans, it pre-assumes you can get past the “nut war” and move forward without fractioning, be more courteous in discussing which characters are most expendable (after the actors were so good to give you shout outs), and take care NOT to employ a flag that characters of Jericho would be appalled to see as a fan logo. For CBS et al, it pre-assumes you can get past being short-sighted to realize you actually have an asset with tremendous potential, capitalize on unlimited non-television spin-offs (books, film shorts, games, etc.) that touch on relevant issues today, and give the fans an immersive world that they can play with so you can focus on the show.

If anyone is looking for inspiration beyond the obvious television and film epics, I might suggest taking a hard, long look at two: World War Z by Max Brooks, which might have employed zombies but captures how catastrophic events can change the world; and DMZ Vol. 1 by Brian Wood and Riccardo Burchielli, a graphic novel that plays with a near-future America torn by civil war. Neither represents a pure Jericho crossover, but they both go a long way in presenting how to shape up an expanded universe.

Well, those are my notes, but since I’m already at risk of writing a business plan for free, I think I’ll end here. Take the ideas or leave them, but the bottom line is that it is time to go out and try to do the right thing. Well, go do it already!

Promoting Jericho: Fan Buzz

Since reversing its decision to cancel Jericho, CBS has entered into a developing partnership of sorts with fans. The network released the summer rebroadcast schedule for them to promote (9 p.m. Friday, July 6), requested input on the Jericho boards (hint to CBS: see NBC's Heroes), and engaged some fans with direct participation.

Keep in mind, it has only been 10 days since Jericho was resurrected (even though it feels much, much longer). How are the fans doing? Not bad. Slowly, there has been some semblance of organization, but overall, the focus seems to be on ideas (even on the CBS message boards). So, we thought it might be fun to highlight a few ideas that stand out and skip on organization for now, hoping things don’t become more fragmented.

Fan Ads. "Rubberpoultry," who has designed several ads and banners for Jericho fans, has become a central contact for promotions. He designed the ad above, which has great graphic merit despite missing a bit on the message. While the message appeals to fans, the copy would be better served if it was written for non-fans, providing a better call to action (same with the banner). Don't get me wrong though, it's among the best of the best. For a fairly comprehensive roundup of images, scroll to the bottom of this Jericho page.

Fan Radio. If anyone earned the moniker "voice of the fans," Shaun O Mac nailed it. Enough so that CBS flew him out to meet some of the stars (Skeet Ulrich, Brad Beyer, Richard Speight, and Bob Stephenson) and Carol Barbee, executive producer of Jericho. CBS filmed some of the tour; and the footage is rumored to be made into a video news release or perhaps make the DVD. On June 10, Shaun invited me as a last-minute guest on his show. It was fun, but Jericho fans will likely enjoy some earlier shows with several of the Jericho's stars and Barbee. Shaun's someone to watch, er, listen to when he talks Jericho or not.

Fan Forums. While most fans seem to use the CBS message boards as a focal point, I still think Jericho Rally Point is better suited for fan business (unless fans want CBS to usher in the fan club). NutsOnline also launched a Jericho fan forum with the best idea there to break up the forum into states, similar to an effort on Yahoo Groups.

Fan Groups. Speaking of fan groups, Lisa Lludvicek has done a solid job communicating and coordinating some efforts in Kansas, including her promotion of 11 viewing parties before the debut of the second season. The viewing parties, held at Governor’s Stumpys Grill Kansas City, are purposely not held on nights that CBS airs Jericho. They do provide fans an opportunity to meet each other, rally more viewers, and raise funds for Greensburg, which was devastated by tornadoes.

Fan Blogs. Several blogs have sprung up and JerichoOnCBS is one of my favorites. Lisa Coultrup (kystorms) has done a solid job keeping up on the news and adding some great round-ups, including: letters from producers and celebrities, and various online contact points. In many ways, she’s providing a centralized round-up that forums just can’t deliver (check out rubberpoultry's Star Wars/Jericho parody there!). Another blog, Jericho Monster, provides a broader view, which includes conversations about the Nielsens and a link to the Black Donnellys petition.

A few other ideas that deserve mention are the pursuit of the Guinness submission and the Jericho Saved site by Jeff Knoll. The latter includes a great summary of his media tour with Lennie James (that was as brilliant as the purposefully stark nut ads Knoll produced).

So, assuming the fans still have an 8-9 million viewer base to work from, they only need 3 million more viewers to have a hit show or close to the top 20. It's doable. It seems to me CBS is doing its part on several levels, making me seriously doubt those rumors that the new seven episodes were nothing but a ruse to end the war. I think CBS has decided it might as well go for a winner with Jericho. Kudos to them for doing what appears to be a 360-degree turn on how CBS sees its viewers.

That's not to say the story is all hugs and roses. Far from it. Some fragmentation, duplication of efforts, and the lack of a solid message targeting new viewers are all working against the greater effort (before it was nuts, but nuts doesn't seem like the right message anymore). It's not surprising; protests are always easier to grow than a fan base. To her credit, Schumi has done some good in delegating "idea" categories to willing volunteers. While I wish it would have been done a bit different, it's still a step in the right direction.

Going Viral: From Soflow To Jericho

BusinessLine recently published “Why Viral Marketing Fails" that represents some business backtracking on the concept of consumer marketing. It was reposted by Charles Cook as "the lights were going out" on the Adrants' Solfow forum.

Of course, Soflow wasn’t really closing as much as it was morphing into Wis.dm. but the viral “closing” campaign seems to have been more successful for other networks than Soflow. Competing networks quickly offered up they were sad to see it go but were happy to accept its refugees. This left Soflow inc.’s new platform with fewer members than if it had not mismanaged its message with the hope of going viral.

But can the misfire really be pinned to the concept of viral marketing? Is it really true that most consumer marketing campaigns are destined to end up with a whimper? BuisinessLine seems to think so as the article questions everything from the name “viral marketing” to the very “ethics” of it. Yawn.

Any time viral marketing (though “consumer marketing” does sound better) fails, the failure can be traced back to a flawed strategy more easlly than a flawed concept. You see, the best consumer marketing — the kind that Hotmail originally used to become a success story — cannot be “forced” upon an unsuspecting public. For marketers, the simplest solution is to have a plan B in the event the viral plan A doesn't work.

Even better, if you’re lucky, consumers might kick off a viral campaign and all the company needs to do is nurture it. The question isn't how this happens as much as how it is happening. One of the best consumer success stories currently in progress is the once cancelled, now resurrected television series Jericho.

CBS never asked for a consumer campaign; the consumers did it on their own. The long and growing list of consumer marketing credits now include: Shaun OMac’s BlogTalkRadio show, fan-generated Web sites like Jericho Lives; forums like Jericho Rally Point; and Radio Free Jericho; an upcoming J-Con convention; fan groups like Jericho Coalition; and blogs like Jericho On CBS, The Jericho Bulletin, and Jericho Monster.

Jericho Monster, hosted by Jane S., demonstrates why consumer marketing works: it has a strategy driven by common sense. Without mapping it out like a communication consultant or marketing guru, her blog(s) have an unwritten work plan. Here’s a thumbnail of what she is doing (based on observation and not any formalized plan):

Objectives
Introduce non-viewers to the show.
Educate fans how to do the same.
Increase viewers for Season 2.
Tactics
Launch multiple interlinked blogs.
Make connections across the Web.
Expand the content to increase interest.
Early Results
Growing presence beyond Jericho fans.
Increased blog traffic driven to Jericho site.
Expanded content that caters to diverse interests.

It’s smart. And it demonstrates the best of consumer marketing. Through it all, CBS and Junction Entertainment have been increasing their efforts to assist the fans without attempting to “control” them or the proliferation of their content. On the contrary, they have taken to praising it (the image above, framed by a CBS Jericho widget border, is one of several created by Jericho fan Rubber Poultry), linking to various blogs and forums, and offering widgets fans to add anywhere they like online.

At this rate, Jericho stands to have a sensational return for its short-run seven episodes next season. And if it proves successful, it seems very likely that it will be on the verge of a complete renewal.

There isn’t any mad marketing genius behind what is becoming a viral phenomenon — just fans with a sense of passion and purpose. That’s true for all consumer marketing. It’s less about gimmick and more about allowing something to catch consumer interest. And, if that doesn’t work, you might be best served to have a plan B.

There are thirteen days left to enter Copywrite, Ink.'s contribution to consumer-generated Jericho buzz:. The free “Expanded Universe Short Story Competition” entry deadline is Aug. 17.

Turning Tassler: Jericho Rangers

One of the greatest successes made in the past few weeks by Jericho fans is that Nina Tassler seems to have been turned into a “Jericho buzz believer.” Rob Owen, with the Pittsburgh Post-Gazette even captured part of the puzzle of what turned Tassler around from saying as go the ratings so goes the show.

It seems beyond 20 tons of nuts; dozens of forums; thousands of mainstream and social media stories; and tens of thousands of calls, letters, and e-mails; her entire life was immersed in nothing but nuts and Jericho.

While buying a piece of camera equipment at a neighborhood store, the clerk saw Tassler’s name on her credit card… "I sent you an e-mail,” he said.

When she was about to receive test results from a new doctor … "He comes in with his white lab coat and puts his hands in his pocket … and pulls out a bag of peanuts," she said.

And even now, Tassler finds that when she goes out to plug other shows, like the questionable Kids Nation, the talk always turns to Jericho fans making history.

As Tassler talked it over, she says it dawned on her that this was an example of the “social networking" that the fast-talking, 30-something head of CBS Interactive, Quincy Smith, was always bringing up. And she has even acknowledged that taking Jericho off the air for several months last season "maybe wasn't good for the show."

But let’s hang on that “maybe” for a moment. While I’ve grown to kind of like Tassler, lest we not forget she’s always been a dancer. Even when asked by a critic asked whether she had ever disagreed with CBS’s CEO Les Moonves two years ago, she qualified her answer a little bit…

"Hmmmm. No."

Rule number one, according to Tassler last year, is you never say no (at least when you are, um, hearing a pitch). In fact, that is why in October 1999, even though she said she was worn out after the long "pitch" season as head of drama development for CBS, she took a last minute cell phone call from a producer friend who begged: "He said, 'Look, I don't know if you're going to buy it, but I promise you it'll be the most entertaining pitch you've ever heard. I said okay...."

The show, of course, was CSI. But I submit that Tassler has changed a bit over the past few years as president of CBS Entertainment. And that will continue to be important for Jericho fans to remember. She has long since abandoned her love of promoting great stories in favor of the ratings.

"We've really said to the fans, who have been incredibly loyal and incredibly devoted, 'You have got to be our "Jericho" Rangers. You've got to recruit more viewers,'" Tassler has said. "And so far, it looks like that's what we're going to do."

Of course they are, and then some. Even though we are only in the summer rerun schedule, not a week goes by that I don’t receive a reminder to watch Jericho. But even more telling is that these fans, after Tassler plugged jerichorising.com too early (there’s nothing there yet), had a revelation...

If Jericho is to be saved for a complete second season and then a third, it will not be by anyone at CBS. It has to be by the fans. And to do that, they have to move ahead, carving out what is being called Jericho’s Coalition of the Willing.

What this means for CBS is simple. Even if the fans do not overrun the ratings at the start of Jericho’s second season (I think they will because few shows have this much buzz), CBS will be unable to say the fans didn’t do their part. That will be an odd position for the network because social media can be a double edged sword. The more organized fan efforts are today and the more vested they become, the more likely 20 tons of nuts may be an appetizer.

At the same time, Jericho fans might remember that Tassler has gone to bat for many dramas over the years, perhaps even too many. So while there is little doubt her earliest comments conveyed she was uncommitted to the show, I also believe she was likely one of the first advocates to bring Jericho back because of the buzz.

What’s the point? If fans want to turn Tassler from a “Jericho buzz believer” into a full-fledged “Jericho Ranger,” only ratings will do it, no matter what is being said.

Why? Because there may be some reality to the rumor that an abbreviated seven-episode season 2 was to offer closure. And the only way to debunk this notion is to turn even more people beyond Tassler into Jericho buzz believers too. That and, as several stated before, DVD sales.

Placing Ads: Jericho Command

Forbes recently ran a pick-up story that called it what we called it days ago: the largest viewer protest in television history. With well over 1,000 registered members at Jericho Rally Point, more than 80,000 petition signatures, and about 19,000 pounds of nuts shipped to CBS by NutsOnline alone, it is quickly becoming the largest social media protest in history.

On Tuesday, the increasingly structured Jericho fanbase is poised to move their message into the mainstream whether news outlets pick up their story or not. They are running a full-page ad in Variety magazine. The advertisement, one of several the fanbase will buy, will drive visitors to Bring Jericho Back, a Web site that includes links to relevant sites and contact numbers at CBS.

The ad, which includes story clips from The Los Angeles Times and WebProNews.com, will be accompanied by a banner on the Variety Web site. But the fans won't stop there. They are already raising money to purchase another ad in The Hollywood Reporter and shopping bigger publications.

Such ads will no doubt rally even more to their cause, helping it reach the tipping point when a movement becomes mainstream. Rumblings across the Internet hint that may happen soon for Jericho. Message board comments on unrelated sites demonstrate people who never watched the show are anxious to join.

"I want to be part of the greatest network protest in history," they say.

While Find The Boots suggests that CBS ride the viral marketing storm a little longer, I remain unconvinced this is a prudent choice for the network. Leaving mainstream media like Newsday with nothing more than rumors that Jericho "might" make next season's fall lineup or be wrapped up in two hour movie only motivates the Jericho fan base.

The longer CBS waits to respond with anything definitive, the more likely it will have to address its decision to a mob of angry fans outside CBS headquarters. In such a scenario, competing stations would have no choice but to cover the story, solidifying CBS Entertainment President Nina Tassler's call to cancel the show as the worst decision in network history (even if she reverses it). Such a label would be unforgettable, given that the public tends to be unforgiving of executives who respond too little, too late.

Sure, some people think I'm giving too much credit to the fans; even one of my best "social media" friends said I was nuts to give the Jericho story so much attention. I disagree, but only because I have the advantage of understanding what this might mean.

Having had contact with one of the two Jericho fan base leaders, I'm convinced things will get worse before they get better unless CBS comes to the table soon. The once makeshift fanbase has developed into a well-structured movement with two leaders, 10 commanders, several dozen lieutenants, and thousands of fans. In the last few days, they've added international commanders as well.

The two leaders have taken time off from work, dedicating almost 18 hours per day to the cause. The rest of the command base dedicates anywhere from 4-12 hours a day, every day. Most of them meet on the CBS Jericho forums, which demonstrates how once a network creates a social community, it's not easy to undo.

Since the beginning, they've also picked up several members with lobbying backgrounds and marketing knowledge. And, they are occasionally given tips from members of the media, like Jericho fan and popular BlogTalkRadio personality Shaun O'Mac. In fact, the NUTS campaign origination is credited to his first show covering the story.

According to Schumi07, one of the two designated command leaders for Jericho fans at Jericho Lives, the NUTS campaign means much more than a historic viral marketing effort. It represents "millions of uncounted fans that the Nielsen ratings system does not accurately represent."

It also reveals how much heart these fans really have. When asked what was the biggest surprise since the campaign began, Schumi07 mentioned several, including her rise to a leadership position.

"I'm surprised I'm one of the two leaders because I just wanted my TV show back ... I can't speak for everyone, but the entire core command probably feels the same. None of us have never fought for a TV show before," said Schumi07. "The other surprise is that Nina Tassler responded to our campaign within 48 hours. We know Nina Tassler likes the show."

Schumi07 added that she is most amazed by the dedication of the command group and the fans. Even on iTunes, they are winning. After a single request, the season finale of Jericho moved from 87 to 43. When she looked this morning, it had climbed, and continues to climb, even higher.

Still wondering why I find this fascinating? Jericho fans have raised the bar on social media mobilization. So if you're in business, it's something worth watching because next time it might not be a show that customers decide to stand behind.

Saving Jericho: Seven Solutions For CBS

If Nina Tassler, president of CBS Entertainment, is wondering why providing "closure to the compelling drama that was the Jericho story" does not seem to be enough to stop the hemorrhaging caused by the loyal fans of Jericho, she need look no further than the proven practice of crisis communication. Asking the right questions will always lead to effective solutions.

First and foremost, the network has to acknowledge something went wrong. Given the relentless activity at sites like Jericho Rally Point, Jericho Lives, and Save Jericho, something obviously did go wrong.

Add to these sites the increasing number of social and mainstream media outlets taking notice: film.com, SoundtheSirens, and TV Guide forums. Or try a simple "Save Jericho" search. That's all it takes to see the gravity of the situation even without the NUTS campaign. (We hope CBS donates to food shelters).

Since there is no question that the drama attached to save Jericho efforts will continue to catch fire, making the CBS decision sound like a comedy of one error after another, it's time to ask how the broadcaster can stop a siege of loyal viewers and then transform bad public relations into network performance.

Solution One: Make A Commitment. Since "ending" the show does not seem to be enough, give it a limited run commitment with six shows squeezed somewhere into next season's line up. The announcement would provide CBS enough breathing room to get something done besides husking nuts. Considering the show left off with a major battle between New Bern and Jericho, it would be all too easy to drop any actors who don't wish to come back.

Solution Two: Fast Track DVD Season One. Everybody heard Tassler say that CBS is a business, so then maybe CBS could act like a business. Fast tracking the first season of Jericho to DVD would revive the fan base lost during the midseason break, generate cash flow, capture new fans (because some will be curious to see what they missed), and provide a better measurement than ratings alone.

Solution Three: Restore Fans Online. Dozens of fans, especially "save Jericho" leaders, were allegedly kicked from CBS forums. If there is to be any hope to restore peace, they could be reinstated on the condition they do not spam other show sites. These fans are not the enemies, but rather CBS allies who never thought the network lost its edge (because it created the show they love). They are also the ones who might not vote up ratings, but they are very willing to vote with pocketbooks.

Solution Four: Merchandising. Merchandising remains one of the biggest misses for Jericho this year. CBS could reverse any lackluster or perhaps non-existent show merchandising by involving fans in the design process (maybe a contest). Some have demonstrated a knack for producing merchandise that needs no more than a little polish.

Solution Five: Public Relations. Bringing the show back now would be a big public relations coup that will be talked about for months by entertainment news outlets because it would represent a dramatic shift in industry thinking. As I often say on this blog, we cannot choose what people say about us, but we can choose how we react to it. The appropriate reaction is not to look at fans as raving lunatics, but rather as living proof that CBS can create endearing programs.

Solution Six: Drop Subscription-Based Videos. There seems to be plenty of evidence to support the idea that a monthly subscription to multiple shows is not going to work in the age of new media. Single purchase downloads are much more effective because they allow the consumer to make the choice. The network could potentially make more money and the fans would be happier. Apple, YouTube, and Joost have already set this as the standard for on-demand digital media.

Solution Seven: Learn From Past Mistakes. CBS is not alone. Mid-season breaks almost killed several shows this year. While mid-season breaks might be palatable for shows that are largely based on a single standalone episode like House, CSI, and Two And A Half Men, they clearly don't work with serials. When fans miss a week, they are less motivated to return.

So there you have it. With seven solutions, I believe CBS could be in a prime position to turn a public relations nightmare into next season's leader, especially as more people learn what it was about Jericho that the fans found so addictive.

To me, it all seems pretty easy to figure out. Jericho was much more than a sci-fi "fallout" thriller. For many fans, from what I've read, it was a testament to being a family-oriented American: a small town consisting of top-drawer actors struggling against the odds to remain loyal to the very best qualities this country can offer. Who can blame them for liking that?

In times like these, when government sometimes seems too polarized to show forward motion and the evening news focuses too much on people who make the wrong decisions, is it any wonder why a few million people found hope in the citizens of Jericho as they made sacrifices to make the right moral decisions? At least, that's the way I see it.

Saving Jericho: Seven Solutions For Rangers

After seeing “low tech” Les Moonves, president and CEO of CBS Corp., dismiss Jericho with The Wall Street Journal, I realized something. While I wrote up early solutions that CBS might have considered in handling their show cancellation crisis (even if they are in denial), I’ve seemed reluctant to provide any tips for the Jericho Rangers (fans of the show). Why?

Mostly because the fans have more than proven their mettle by producing the biggest show cancellation protest in history. In fact, watching the nuts total exceed 31,000 pounds over at NUTSOnline is only one measure of their wildly successful campaign. Within hours, they raised almost $8,000 in disaster relief for the tornado ravaged town of Greensburg, Kansas (ending claims that Jericho Rangers could put their time to better use). They are also a chip shot away from reaching 100,000 signatures.

Yesterday, upon learning I wrote about a controversy in my hometown, they sent me a “thank you” for the day before — thousands of visitors in the course of two hours. This kind of movement really makes me wonder if CBS recognizes that the Jericho Rangers are adding numbers faster than any are getting tired out (and even those that are tired do not seem willing to give up, much like they won’t be discouraged by negative posts that are beginning to pop up on the CBS Jericho message boards).

What CBS is also missing is that this movement is much bigger than the CBS Jericho message board. If it continues, I don’t know how long Jericho Lives will be able to contain it and that would mean all bets are off for Moonves. Still, since all of this has taken on a life of its own, some of my team members started kicking around what would happen if we did toss over a few solutions for the Jericho Rangers. After all, fair is fair …

Solution One: Tighten Your Message. Everybody “diggs” the nuts campaign for its novelty. And it continues to generate buzz at various news bureaus. But what is sometimes missing are those clear, crisp speaking points about the show: tell people why this isn’t just another sci-fi serial with diehard fans (it’s not). Reinforce your doubts that Nielsen accurately captured the show’s ratings.

Solution Two: Expand Your Base. When you think your Ranger growth is slowing, round up friends, family, and neighbors to your cause. Sure, they might never have seen Jericho, but they will support the show if you ask them: sign the petition, buy some nuts, or mail a pre-stamped pre-addressed postcard. This could tip the balance, keep it in the mainstream, and engage more people.

Solution Three: Local Speakers. Several times throughout the campaign, Jericho Rangers have come close to missing in-person interviews with local broadcast companies, especially CBS affiliates. It would be advantageous to locate and identify speakers before you need them in mid-sized and major cities across America.

Solution Four: Affiliate Buy-in. Probably because CBS affiliates are much closer to the fan base, they seem eager to report on the protest. I can only imagine, but part of the reason is associated with the local affiliates being able to sell the show. Besides, if they cover it, other non-affiliated stations might follow suit with their own spin. Local stations borrow stories all the time.

Solution Five: Star Power. Sure, the fans have kicked around star power for some time, but they have yet to make it connect. The secret is to secure celebrities not affiliated with CBS or any other network. Designate a team (but don’t overwhelm them) to contact publicists who want their client on the front cover of Star Magazine saying “nuts to CBS” or simply something nice about Jericho actors, writers, or producers. The reward: 8-9 million moviegoers.

Solution Six: Forget Rumors. If anything distracts this fan base the most, it must be the constant buzz of rumors. Just the other day, on Shaun O Mac’s online radio show, Stephen Scaia mentioned the Jericho set is still standing. Look, we all know the fans already secured a wrap-up so a working set only makes sense. Enjoy these rumors but stay focused until CBS says “yes, season two.” Then celebrate.

Solution Seven: Reporters Rock. Don’t get me wrong. The first rule in media relations is appreciating that the media is never your friend. They will report your missteps as quickly as your successes (it’s their job). With Jericho fans, however, there is a bit of a twist. You’ve won most of them over. So please, don’t dismiss or ditch them when a story doesn’t go your way. They’ll respect you for accepting a setback and be more willing to consider a follow-up.

So there you have it: seven solutions for Jericho Rangers. I could float a dozen more because grassroots campaigning comes pretty natural for someone who has worked on a few political campaigns and community causes. But these seem to fit best with your most pressing needs. Most will simply move you to the next level, which reminds me…

Never turn off a fundraising effort when it is working. If you are raising money faster than you can spend it, there is always the next advertisement in the next publication. If the campaign ends before CBS comes to its senses, then you can always donate the proceeds to Greensburg, Kansas, or wherever you wish. Who knows? Maybe some can be slated as seed money for the convention or, even better, help fund Rangers to make more group appearances. You need some.

In closing, always keep faith in your friendships, even when the numbers don’t seem to add up in your favor. If I had a nickel for each win that I was told couldn’t be won, I’d be ready to retire.

The bottom line: all of this comes down to CBS making a choice, just not the one that you or they think. It’s not the show; it’s the headline: CBS Saves Jericho … or CBS Says ‘Nuts’ To Customers.

If I were a shareholder, I would hope they’d pick the former and not the latter, because the latter is a loss. Even Mr. Moonves would have to agree with me that shareholders like to pick winning decisions, not losing ones. Or maybe not. To each his own. But if CBS were one of my investments (it’s not today), I’d be voting someone off the island.

Getting Wishes: Jericho Rangers

Fans of the resurrected television show Jericho have finally gotten their wish, but sometimes getting a wish leaves room for mixed interpretation. The television show Jericho will return to CBS at 10 p.m. on Tues. nights, starting Feb. 12, following Big Brother.

Buddy TV has been running an online poll that reveals the fan base fractures over the decision. Only 10 percent of Jericho fans like the new time slot, 67 percent don’t care (they’ll watch anytime), and 23 percent think it is a mistake.

A mere 145 people voted, which is indicative of CBS giving up its engagement with the thousands of fans that convinced them to bring it back. Equally telling is that the Jericho Season One DVD sales did not measure up, hindered by the network’s lack of the commitment to the cause. We cautioned fans to promote the DVD heavily, as if CBS would not market it.

For pointing out the obvious, we received mixed reactions to our mixed reaction. While some did promote DVD sales, many chose to wait on faith that CBS would bring the cavalry.

No cavalry came. And CBS did virtually nothing substantial to market the DVD (surprising even me). The little they did do included a “save the show a second time” message that targeted existing fans, but nothing to attract new viewers.

Marketing, once again, proved to be the blind spot for CBS, placing Jericho in peril because it seems painfully clear that this show is being left in the hands of diminished fan base of active consumers. But perhaps that is what was planned all along, as Nina Tassler, president of CBS Entertainment, pointed out last July …

"We've really said to the fans, who have been incredibly loyal and incredibly devoted. You have got to be our 'Jericho' Rangers. You've got to recruit more viewers."

The bottom line: the timeslot hardly demonstrates network support for the seven-episode season of Jericho, even with the writers strike. It also demonstrates a lack of sensitivity to the hundreds of viewers who enjoyed Jericho as a family.

It’s not the only miss either. CBS primarily made four promises to Jericho fans when they reinstated the series in June:

• Re-broadcast “Jericho” on CBS, which they did with an odd order, until the series was pre-empted by football.
• Stream online episodes and clips online, but without much marketing support for the varied platforms where you can find it.
• Release the first season to DVD on Sept. 25, which was postponed and lacked any substantial marketing support.
• Continue the story of Jericho in digital media, which they almost did but not in any real tangible sort of way.

Form a broader social media perspective, it also demonstrates that corporate think will not necessarily translate into consumer engagement. For example, while the new Blog Council says they struggle with having 2,000 employees who blog, they’re already forgetting that finding answers is not as important as asking the right questions.

For the Blog Council, the right question isn’t what to do when you have 2,000 blogging employees. It's how do you effectively communicate your message internally so it resonates out through those 2,000 employee bloggers. For CBS, the right question was not how to end a protest. It was how to retain engaged consumers so you can turn Jericho into next year’s big hit.

Ho hum. That could have been the easy part. I can only hope the fans find a way to do it for them.

Crunching Nuts: Jericho Wrap-Up

Just a few weeks ago, Jericho fan Jeff Knoll had a somewhat nutty idea. If the fans could hook up with a nut company, they might be able to pool enough money to buy "a few hundred pounds."

If ever there was an underestimated measure of success, this was it. Fans not only sent a few hundred pounds, they sent a few thousand pounds — 40,297 pounds to be exact. And that doesn't count the nuts that were bought elsewhere.

Yesterday, two pounds from NutsOnline.com landed on my doorstep. Fortunately for me, they were a thank you instead of protest flack (rumor has it I may never write about Jericho again. Hmmm ... spoiler warning ahead).

Given all the what-for about "blogola" lately, I did what any ethical writer would do. I'm disclosing today that I ate some with a clear conscience. They are just as "yummy" as the bag claims. Thanks.

Not so yummy were portions of Nina Tassler's announcement to the fans last Wednesday. I couldn't bring myself to mention them on June 6 because it would have only distracted from the celebratory success of the fans. In wrapping up the show protest, I'd be remiss not to bring it up now.

"A loyal and passionate community has clearly formed around the show. But that community needs to grow. It needs to grow on the CBS Television Network, as well as on the many digital platforms where we make the show available."

If there was ever an inappropriate time to bring up the point, it was certainly in the same graph that praises the following of fans. It smacks of a parent telling a child what to do and when to do it, and that comes from associates of mine who weren't fans but knew I had been "covering nuts" since the beginning. Is it any wonder why CBS and Les Moonves come under fire so often?

CBS is fortunate the fans love the show so much that they've already forgiven this transgression and moved on to marketing the show. They might not be this forgiving next time around.

It's also not the first time that CBS slipped with statement writing (or marketing for that matter). I submit that CBS created the fan outcry with a single line on May 18 when another post penned by Tassler read: "In the coming weeks, we hope to develop a way to provide closure to the compelling drama that was the Jericho story."

Had the statement held back even a little bit — "In the coming weeks, we hope to develop a way to see what we can do." — Jericho fans would have had a much more difficult time mounting a movement (but I'm glad they were able to pull together the biggest).

Wow. The difference a few words can make when one underestimates a crisis communication situation. No matter, I suppose, unless you are one of the few subscribing to the conspiracy theory that CBS orchestrated the whole thing. I don't think they did, but then again, crazier things have been known to happen.

For me, what started as a crisis communication case study shifted into a study of social media mobilization that might wake up some public relations professionals and communicators who are still sleeping comfortably in corporate tradition. (Case in point: it just happened here in Las Vegas too; Wynn Las Vegas dealers became the first dealers in the history to unionize because the employees could connect on the Internet.) I'm not surprised.

Social media — blogs, vlogs, wikis, podcasts, networks, and scores of other tools — represent a significant shift in communication tactics. It also allows almost any group, with the right objective and rally cry, to come together and change a company, industry, or even the world.

For my part, I enjoyed writing about the show cancellation protest because of what it represents and the spirited nature of the fan base. Some people said I was "nuts" to cover it so much, but only because they didn't bother to look behind the literal lines and notice that today's Jericho might be tomorrow's social media crisis for "company X." Will company X be ready? Probably not.

The fans of Jericho have been an awesome addition to the people I know and admire online. Enough so that our Jericho round up is almost too good to let go. Sure, the Jericho show cancellation protest is clearly over and I have to say case closed.

But I see another case study in the making as fans set out to create a fan base for a serial that, so far, has only enjoyed a single season. Hmmm... I'll post some ideas on how they might proceed tomorrow (and mention some efforts already in place). I'll also keep tabs on the Jericho fans from time to time, once a week or so as warranted.

Will this cause some of my non-Jericho readers to groan and moan and suggest that "Jericho" become my middle name? I don't think so. Until Jericho, I seldom posted on the weekends anyway. Besides, Jericho cannot be my middle name because I'm already Je.rich.o's middle name. Ha!

Marketing By Consumers: Jericho Bloggers

Consumer marketing, better known as viral marketing, continues to be a hit-or-miss method of increasing brand awareness that some marketers and advertisers only dream about. Some take the form of funny videos (Justin Timberlake on Saturday Night Live comes to mind) whereas others take the form of something else all together (like Facebook). Most, of course, never go anywhere or get off the ground.

To gain a better understanding of consumer marketing, I decided to go to the source. While there are forums, Web sites, e-newsletters, and several other fan-generated promotional efforts associated with Jericho, the television show resurrected by CBS after one of the most convincing and well-publicized cancellation protests in history, bloggers tend to be on the front lines.

So I asked five dedicated and prolific Jericho bloggers to answer a few questions this week. Three of them answered in time to be included today: Lisa Coultrup (Jericho On CBS); Teresa Rothaar (Jericho Bulletin); and Jane Sweat (Jericho Monster, among others).

Interestingly enough, while these three bloggers might seem to dominate Jericho content online, none of them had much social media experience beyond personal projects (whether MySpace or Live Journal) prior to the show cancellation. In a few short months (and many, many hours), they’ve emerged as semi-experts in social networking and online message proliferation.

“I had just begun a WordPress blog called ‘Trippin’ about a month before Jericho began and then started another WordPress blog for Jericho in October,” says Coultrup. “So, I’d gotten my feet wet in both fields [before the cancellation]. One thing I have learned is that social behavior is vastly different than it is in real life. There are more behavioral rules.”

Learning the sometimes complex behavioral rules online isn’t the only challenge. While fans are partly responsible for the buzz they generate, they often operate without any support network whatsoever. They have no little or no access to CBS or the producers of the show and sometimes feel like they have to fight for content ideas and information that will eventually benefit the network.

“People don’t want to read the same darn things on multiple sites so I had to make a choice to make the blog multifunctional or have it go dormant,” explains Rothaar. “So I decided to branch out and talk about things that have nothing to do with "Jericho," like the housing meltdown.”

Jane Sweat has made some inroads into the interview arena to provide new content, but it requires significant effort on her part. She often scours the Web looking for people off the beaten path. And, on occasion, she manages to capture a blogger (with a blog not specific to the show), cast member, or member of the production crew.

“There is a real lack of communication with the network,” says Sweat. “I know a network can't communicate with individual fans, but I think they could find a way to work with us better, having fans submit artwork, fan fiction, blog posts, etc. to highlight their efforts and use it for promotional purposes.”

In the greater context of consumer marketing, CBS is not the only one that might take notice. If there is something to be learned from spontaneous consumer marketing it is that once the company begins to benefit, there exists a need to follow through. Without support, consumers might become frustrated with challenges unique to being a consumer marketer.

All three said if they were calling the shots at CBS, they would improve the communication and even create a partnership between the marketing arm of the show and the fans that are promoting it. All of them suggested CBS could enhance its own Jericho marketing efforts, allowing them to take on a supported ancillary role. At the same time, they prescribe more content to write about in the form of CBS-sponsored contests, giveaways, blogger cast member interviews, promotional material, story ideas, and photos. All of which, they say, would help them interact with the fans.

Along with this, CBS might consider working its non-paid marketing arm to help define suitable measures. Other than tracking traffic and comment counts, all of them seem unsure of what to measure (that’s okay … most companies don’t know what to measure online either).

While some might argue companies cannot necessarily invest in every blogger who takes an interest in a product or show; I might offer up it is often the companies that encourage the initial efforts. In the case of Jericho, CBS has all but placed the burden of making the show successful onto the fans. (To balance this a bit, part of the equation might be speed to market. CBS has BTR host Shaun O'Mac reporting from Jerichon in Kansas and the Production Blog demonstrates some of the better insider work, among other things.)

Of course, none of this meant to suggest these three bloggers are unappreciative of the recognition they have received. All three were thrilled that CBS linked to their blogs at Jericho Fan Central. Otherwise, however, most the recognition, they say, has come from other fans.

But that’s all right. None of them began writing about Jericho to receive individual recognition. In fact, if there is one constant among bloggers and other fans who promote the show, it seems obvious why they originally lent their support: they love the program enough to do whatever it takes to ensure its success.

Consumer marketing. While many companies want to benefit from it, very few seem to know what to do with it once they actually get it. Here’s one idea: ask the fans and then deliver. Heck, we’ve even been doing that here for some time now.

Marketing Jericho: Season Two

As rumors continue to surface (and they are only rumors) that Jericho might score its miraculous second season, the first step for CBS would be to fix the show's marketing message.

If anything kept potential viewers at bay, it was one simple oversight: CBS never redefined the show from how it started to what it became.

Case in point, the original plot line read something like this...

A nuclear mushroom cloud appears on the horizon -- and for the residents of Jericho, a small Kansas town, it could mean they're the only Americans left alive.

I bounced this off a few friends and family members this weekend and none of them were interested. Who wants to see people die of radiation poisoning or be evaporated under the heat of a nuclear blast? We saw enough of that, years ago, with the movie The Day After, they said.

The descriptor is also responsible for most critics rounding up the serial as a "nuclear apocalypse drama," which conjures up those same images of radiation sickness and despair. BUT that's not the show that captured millions of fans despite a midseason break. These fans, the ones responsible for the biggest show cancellation protest in history, saw something else.

Jericho is a story of survival in a small Kansas town that has been mostly cut off from the outside world after a disaster shatters what most of us take for granted in America.

"Wow!" My friends and family, who have never watched the show, said. "Now that is something that sounds worth checking out."

Hmmm ... so a "small town survival drama" beats a "nuclear apocalypse drama." Go figure.

The above description of the show, based loosely on a compilation of fan comments I read over the last few weeks as they campaign to entice new viewers to download the series on iTunes, drives more interest and adds understanding why this fan protest has tipped from viral into the mainstream.

That's right. The Jericho fan movement has officially tipped, after capturing the attention of the The New York Times.

“We are impressed by the creativity of their campaign,” Chris Ender, a CBS spokesman in Los Angeles (which received far fewer nuts than Manhattan), told The New York Times. But so far executives haven’t changed their decision about the show, he said.

(Don't worry Mr. Ender. Jericho fans are lining up a West Coast nut company just so the Los Angeles offices will not feel left out.)

Maybe the executives will change their minds today. Dubbed "Super Nut Tuesday" by fans all over the world, today is the day that NUTSOnline delivers 5 tons of nuts to CBS offices today (the largest gift delivery of nuts in history and only a fraction of the 26,000 pounds purchased for CBS at a single store). At least ten "Jericho Rangers" (a name given to active fans) will be there when the nuts arrive to help unload.

Today is also the day that fan ads break in Variety magazine and The Hollywood Reporter, after the fundraising was so successful that Jericho Lives had to ask fans to STOP sending in donations (at least until the next ad).

These tactics are just the tip of a larger, somewhat makeshift but respectable strategy, which has also resulted in securing more than 90,000 signatures to save the show. For the most complete picture of the mounting news coverage and buzz, drop by Jericho Links.

Or, visit the CBS Jericho message boards where many efforts have unfolded in real time. The boards also include a growing number of actor and producer comments, thanking the fans for their support.

Dollar for dollar ... pound for pound ... the Jericho fans might produce some scrappy marketing material and unsure public relations practices, but the results speak for themselves. They have generated more media coverage, marketing buzz, and interest in the show after a few weeks than CBS did all season. You have to admire that, whether Jericho fans get their wish for a second season or not.

Paying Peanuts: The Networks

When the Los Angeles Times asked Michael Colton and John Aboud, the writing team behind the Best Week Ever, how to shut down a television shoot, rallying Jericho fans took the number one spot, just ahead of telling a “Teamster that Jeff Zucker made fun of his mom.” Why Jericho fans?

“They brought a show back, they can take one out.”

While the top seven ways to stop a shoot was comedic (allowing Hugh Jackman to sing made the list), it might make some sense. The writers strike could be the perfect opportunity for Jericho fans to stop taking each other out on the CBS Jericho message boards, and begin to building a fan effort in support of the writers.

Such a move would only increase the exposure of the show before it returns in January by engaging all television fans about something they are passionate about. Fan crossover is somewhat proven to work. For the most part, there has been continuing cross over between the fans of Veronica Mars, Supernatural, and Jericho.

Each engagement between Jericho fans and other fans of any other show that is suddenly in the same boat might give Jericho a real shot at capturing January ratings. Yes, I said January. So far, CBS has no plans to bring Jericho back any earlier, which is good news for the fans. When I ran into BlogTalkRadio host Shaun Daily at BlogWorldExpo yesterday, he even said Jericho producer Carol Barbee was of the same thinking.

An early return of Jericho, especially in light of the writers strike, would mean immediate reinstatement on an arbitrary night and virtually no promotion. If fans focus on a January return, and perhaps help striking writers, they have two months to ramp up their show and build awareness with, well, anyone who also has a fan stake in the strike, regardless of what CBS does or doesn’t do.

Why would fans want to support the writers? The way I see it, fans can listen to the case as it was made by United Hollywood on YouTube or simply consider the reality of this strike. If the strike runs too long, many shows will not be coming back or, at best, may come back on a bubble.

According to the Dallas Morning News, the biggest loser of the 22-week strike in 1988 was broadcast television. It lost an estimated 10 percent of its network viewers.

Not only were those viewers lost forever, some shows did not survive. Nowadays, 10 percent can make the difference between a hit and a miss. In fact, an 18 percent drop after a much shorter break was enough for CBS to cancel Jericho in the first place.

Besides, Jericho fans may even have the best message if they were so inclined. What’s that?

Stop paying writers peanuts.

Cleaning Slates: CBS and The CW

"What would you do with 22,000 pounds of nuts?"

That was the opening question to what became the longest running living crisis communication and social media case study ever covered here. Nuts were the statement of choice for tens of thousands of fans who protested the cancellation of the television series Jericho and went on to win a truncated second season as a result. In the end, they didn't send 22,000 pounds. They send 20 tons, along with just as much mail, postcards, e-mails, etc.

The answer sounds simpler than it was: CBS sent them to the zoo; they sent out an announcement too. Done. Last week, CBS asked another question. What do you do with several million messages on the fan site of a cancelled show?

The answer sounds simpler than it is: CBS deleted them; no announcement needed. Done.

The decision, which was an expected side effect to some recent Website upgrades at CBS as much as the desire by many to reset the community boards, was an eventual reality. It also reinforces the smart decisions made by the fans who migrated to outside forums like Jericho Rally Point and Jericho Free Radio long ago (no tears were shed there for the loss). It also serves as a fine reminder for anyone fantasizing about immortality on the Web. In a blink, all those little bits of data — jokes, jabs, cheers, jeers, and tears — can be erased.

Jericho fans did receive some good news. Starting Nov. 30, Jericho reruns will return to television at 7 p.m. on The CW as part of a clean-slate strategy on Sunday night. According to CW Chief Operating Officer John Maatta, "Surviving Suburbia," "Valentine," and "Easy Money" weren't working. None of the shows was averaging more than 835,000 viewers. Suddenly, the 6 million viewers that Jericho managed to retain despite one of the worst restarts in the history of cancelled series reinstatement look pretty good.

Unfortunately, it won't be enough, not long term. Now that Jericho can be watched everywhere on the Web, from Hulu and iTunes to YouTube and UHD (and The CW), coordinating a campaign or even quantifying those fragments are futile. It just doesn't makes sense to ask the the most loyal fan to watch every episode wherever it happens to pop up. No one can yell forever.

"This is the way the world ends. Not with a bang but a whimper." — T.S. Eliot

Of course, that's not to say the book is closed on Jericho. If Jericho has any chance to score a movie, because a second resurrection seems impossibly unlikely despite the existence of the original set, only DVD sales will do (until the day that networks end their denial about paid download counts or enough time passes to start fresh). Otherwise, Jericho fans are simply best served by enjoying each other's company. The show might have brought them together, but only camaraderie will keep them together.

image hat tip: C., Radio Free Jericho