landsman greenstein bar camp smc aug 8 2008 nyc
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MEDIA CONVERGENCE & INTEGRATION
SOCIAL MEDIA
PROFESSIONALISM
Presented by:
Dean Landsman, Landsman Communications Group
Howard Greenstein, The Harbrooke Group
Agenda
MEDIA CONVERGENCE & INTEGRATION Note: they’re not the same thing!
How can we take this convergence trend and add SOCIAL MEDIA and Social Networks to support (your) Media?
Finally: PROFESSIONALISM
….as in, the critical value thereof.
Quick Question: How many in the room know what this is?
A Typewriter eraser
WHAT IS MEDIA?
Early Blogs
Cave Drawings annotated life, kept a record, served to inform future visitors (and “the future” was a much shorter time span back then when life span was shorter).
This was the recording, reporting, and distribution of news. Pretty primitive, but those were primitive times.
Early News Site
And there’s always been word of mouth and the oral tradition. Even if it may once have been limited to “… ug booga booga.”
Someday our tools will probably seem equally primitive.
Printing Press, Telegraph, Newsweeklies
Billboards/out of home media
Billboards integrating into Real Life
Radio – kind of ended the telegraph role for news gathering
Newsreels
TV
Death Of JFK
The Assassination of John F. Kennedy was a defining moment in television.
TV
People said movies were dead, and newsreels were dead…
Newsreels went away in the US (not elsewhere so fast)…
TV forced radio to create niche markets.
News Radio, Talk Radio, News and Sports radio
Radio was supposed to die when TV took over. But only the Radio Soap Operas fell victim - radio retrenched and a new variety of formats arose.
Top 40, MOR, Beautiful Music, Lite, Hip Hop, Ethnic
All News, All Sports, NPR
Talk Radio
News TV channels
The proliferation of cable channels brought about all-news channels
The 3-Screen world
TV
Computer Monitor
Handheld
“How to Dial a Telephone” (1927)
Discussion of the 3 screens, what they are and how they can be used
User attention is now divided between three screens.
TIME SPENT with each medium is different.
User retention and inclination are different.
Integration Issue
There was a time when advertisers wanted to reach certain demographics, there were standard targets
With thousands of fragmented media channels, now it’s not so easy, and yet, there are new opportunities for targeting advertising or content
What works on TV doesn’t always work on computer
There will always be appointment media, but the water cooler discussion will always exist, even if it moves to Twitter, social networks, etc.
TV is a lean back experience
What works on TV doesn’t always work on computer
PC Viewing is a “lean forward” experience. Users lean toward the screen. A more active and engaged setting.
Handheld Usage is a “multitasking experience.” A more rapid, hit-and-run, in-the-moment and transient action.
IBM Online Media Usage Study
Conducted exactly a year ago, released 9 months ago
Reference: http://www-03.ibm.com/press/us/en/pressrelease/22206.wss
Consumer Digital Media and Entertainment Habits Key Findings:
Internet Time Rivals TV Time Marketers in turn are being forced to experiment and make
advertising more compelling, or risk being ignored.
Consumers dwell in an increasing Multiscreen World:
TV and the Internet are on equal footing as entertainment sources.
66 percent reported viewing from 1 to 4 hours of TV per day, vs. 60 percent who reported the same levels of personal Internet usage.
Consumers are increasingly turning to online destinations like YouTube, MySpace, Facebook, games, or mobile entertainment vs. traditional television.
This just in…TV not dead yet!
But Let’s not declare legacy TV dead just yet. Nielson’s NTI Annual Averages tell a different story:
US Mobile Lag
The US lags behind Europe, Asia, and Australia in adoption of Mobile applications and so usage here is of less impact. Ofcon (UK’s Office of Communications,) issued a report in 2007 analyzing usage over a four year period. Source: http://www.marketingvox.com/uk-consumers-more-connected-web-mobile-use-up-tv-radio-use-down-032549/
Handhelds
As handhelds take on different styles (iPhone and iTouch) and as competition increases (provided the FCC takes an aggressive stance on opening bandwidth usage and allowing for an increase in operators in the handheld radio spectrum) we should see a rapid increase in usage of handhelds.
Program & service offerings will rise, adoption will follow. And prices may come down as units proliferate.
Smart Phones
The Blackberry, The Treo and certain Palm products opened up portable e-mail and net connectivity. The significant change in the game came with the iPhone.
But in much the same way that Apple has less than a 10% share of the PC market – and that share is jam packed with tech savvy types and graphics pros - the iPhone user base is also different from their predecessor hand-held brethren. This is a case of legacy versus new paradigm.
iPhone Usage Study…
Another recent study found that iPhone users were among the top Google Search users in the mobile space.
Again: the US is still in the early stages of adapting to mobile use and applications, It can be construed as an area of major opportunity. Source:
http://www.touchpodium.com/2008/04/07/less-than-half-the-time-spent-on-all-iphones-is-spent-talking/
Net Growth Projections
It might be wise at this point to note that each investment house and forecasting or research firm has a slightly different estimate. And they all seem to be increasing their forecast on the growth of net use. Here’s how Oppenheimer saw the market in their Trends in Digital Media Report, released in early 2007, based on analysis of available 2006 and prior data.
Projection analysis
This offers a far less rosy projection of internet usage although the 10% annual Compound Average Growth Rate far surpasses all others. Notice, also, that mobile data is nowhere to be found on the chart. These are US-only forecasts, and mobile, as of January 2007, wasn’t deemed worthy of consideration, much less measurement or projection.
Paradigm shift alert!
In the Three Screen World, effective delivery and impact of getting the message across (and this is not just advertising) goes from the old paradigm of impression count to a blend of impressions and impact. Measurement methodology evolves.
Delivery System Ubiquity and the variety of Media (the different screens) offer new opportunities.
Ubiquity is omnipresent
Location-based reach and impact of message delivery converge.
GPS and RFID will allow opt-in opportunity as we’ve never seen before.
Outdoor Interactive Voting: “Develop a Point of View”
Billboard for BBC World and BBDOGoal: Promote launch of BBC America with an interactive billboard
The Billboard
Located at gateway to NYC’s Times Square (Broadway & 50th)
Pedestrian and automotive traffic text their vote and watch the display change in real time
One month event with a new interactive poll each week
Outdoor Interactive “Develop a Point of View”
Billboard
New Scenarios
Jane & Joe Quepublic (and the kids) watch a TV program.
What have we learned?
The TV show or ad: Passive message introduction // introductory impressions.
The Website: Active engagement and reinforcement of the message - call to action (buy our product, entice with coupon) and enable and encourage the benefit.
The Handheld: Transactive (and paperless!) reminder, coupon manifestation (via SMS or wireless or interactive RFID). Portability.
Social Media Discussion
Revisiting our agenda, let’s turn to:
Social Networking and Social Media
How they can support other media – YOUR media
So, now that we’ve seen a bit about the 3 Screen world…
Who is doing a good job connecting to their viewers, bridging the gap between screens, and connecting content and people?
Trans-Media and the Heroes Phenomenon
Not Just a TV Show
Intended as a mixed media property
Writers from properties such as Alias and Lost, which gained huge Internet followings
From the beginning, a strategy to generate content for the Net that would draw fans into the show
Evolutions…
Additional information that matched the storyline, available online only, but in a way that didn’t subtract from the show for non-net viewing TV viewers
Sponsorship built into the plot
Sprint-sponsored content/contest for next season Hero
All “heroes” carrySprint phones…
Additional stories expand the universe of the show
Extra content from website becomes a Graphic Novel in paperback
An official unofficial fan site!
User Generated Encyclopedia of Heroes - Heroes “wikipedia”
Many shows have asked fans to take down images, fan fiction, show plot line information ect.
Heroes was different. They encouraged the content creation.
Learning?
If you’re creating content: How quickly and easily can you let your fans take your content
and remix it? How easy is it for them to share with their friends
Who owns your brand? You manage your brand Your customers decide what it means to them, every time they
interact with you If you don’t interact with them…how will they know?
RockYou-Sweeney Todd
Newsfeed Promotion
On-page Click-thru to Learn More About Movie
Results:
• 186k quizzes taken in 1 month, generating 2MM impressions
• 7MM additional impressions on matches page, with 46K click-thrus to movie site
Created co-branded quiz within the Likeness application titled “Best Johnny Depp Characters” to promote Sweeney Todd debut.
The brand that is Chris Brogan or Robert Scoble
Flickr
Videos
Audio utterz etc
Blogs
Ever present at conferences
Take-Aways – What Old Media can teach new media
1. Repetition can be a good thing. (You can say that again) 2 all beef patties… I’m a… he’s a….wouldn’t you like to be a… Whatzzzzuppp??? Ahhhhh….Ahhhh.
Put Content with your Ads Radio announcer endorsements in the 40s, Dancing Cigarette
boxes in 50’s variety shows Podcast hosts doing direct product mentions: ex: Brian Ibbot on
Coverville, Mevio/Podshow model
…More takeaways
Reach and Frequency still important to many advertisers Even if you can show Social Influence and Return on Influence,
many will still want to know how many hits their page got, and how many eyeballs were ‘reached’
It’s your job to explain it both ways
In December 2007, 77.6 Million
Viewers were watching
2.3 Billion Videos
In March 2008 – 84.8 million viewers watched 4.3 billion videos (50.4 videos per viewer)
http://www.comscore.com/press/release.asp?press=2223
In December 2007
40.5 Million Viewers were watching 334 Million videos
In March 08, 47.7 million viewers watched
400 million videos (8.4 videos/viewer)
Comscore studies http://www.comscore.com/press/release.asp?press=2223
Nielsen Ratings from 2/4/2008
What can New Media teach the Old Media Companies?
Professionalism Discussion
Your media represents you to the rest of the world
Once it is on the web, it can almost always resurface
Old adage: “Once written, twice read” morphs into
“Once Published, Twice Clicked” (or viewed, played, shared)
Good Production Values doesn’t mean slick, or selling out
Products cant have erorrs
Difference between genuine human condition “in the moment”
and professionalism
Your baby crying or your 3 year old running in front of the camera and screaming. “I gotta go peepee!!” is great for family. And nobody else.
To those who aren’t family this is tantamount to sitting on a plane next to that baby and that 3 year old.
Same goes for noisy vacuums, a crying infant, keyboard clatter, the dog barking, the doorbell ringing, loud music.
Be aware of the difference between casual communications (text messaging, buddy e-mail) and professional product.
Dear Highering Manager:
Thank u 4 seeing me yesterday. Your company was 2 kewl. I know I can make a big diff in your workplace. Did you see my tweet on your awesome office? I can haz job?
Kthxbye + Peace out,
Somedude
P.S Can’t start till after Brng man, K?
More Info: http://www.land-com.net http://www.howardgreenstein.com/blog
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