Posts Tagged 'new media'

The Future of Content Delivery?

Have you seen this yet? http://everybodysbusiness.msn.com/

Microsoft recently designed this interactive show hosted by Jack and Suzy Welch. The concept of the show is to take the audience on an exclusive journey into the board room, and behind the scenes to find out how corporate businesses and franchises such as Domino’s and Hertz  stay in business and stay relevant in a Web 3.0 driven world.

everybodysbiz-thumb-430x277-2354

It’s very strategic in that it’s one part “Apprentice-style” reality show, yet it’s REALLY REAL.  The presentation of this web-based show is also stellar – with a sleek design and user friendly interface! The site is a must for the “new media” monger! And what a great way for corporate businesses to advertise and maybe even gain a whole new market of potential consumers!

I cannot believe I am about to say this, but…. Bravo Microsoft!

From the Hulu-ish video player to the wonderfully detailed branded content that they’ve tastefully “snuck in”… It really is a brilliant endeavor and I look forward to seeing new episodes!  I think it’s also only a matter of time before you start to see a lot of copycat sites but Microsoft is definitely ahead of the curve on this one!

Changing Our Focus

Remember the old skool “focus groups” of traditional advertising?

Oh wait… people still do that…

My question is WHY?

In an age of twittering and everyone’s grandmother having a blog of their own, you’d think this outdated form of data collecting would be collecting dust. First of all, why would you judge the success or “cool factor” of your product based on the opinions of a dozen people with nothing better to do with their evenings than be part of a focus group about the latest shampoo bottle design for $50 and some snacks? Wouldn’t it seem more appropriate to scope out the Facebook fanpages and see how well your product is doing on it’s own and then decide if changes are even needed?!

syfy

Take the Sci-Fi Channel’s recent change to “SyFy”. Nothing was broken here…so why did they “fix” it? I’ll tell you why; they “tested it with consumers” (translation: They held a focus group, not with members of the fanbase but rather people they’d like to attract to the channel) Well, it didn’t take long for true fans to react and cause all kinds of upheaval for “the channel formerly known as Sci-Fi” via Twitter, Facebook and every geek forum known across the internet. The Sci-Fi Channel’s own blog had 900 negative comments by the end of the day after the change of name was announced publicly! (See above picture)

See… sometimes those 12 people may not have the brand’s true interest or “ideals” at heart.

So, Corporate America….if you’re listening…and you’re probably not….but in the off chance that you are and have ditched the old marketing models for the adwareness of today….I have one thing to say: Know thy consumers…and in so knowing thy consumers, know their status updates, know their tweets and most importantly, know their power.

“Interweb” the Rainbow

“Taste the rainbow.”

It’s probably one of the most recognizable slogans in recent brand history – right?

So- how does a huge brand like Skittles stay relevant in a “web 2.5″ driven world? Easy…it adapts!

Have you been to skittles.com recently? Basically, they’ve incorporated some of the world’s leading social and shared-media networks to support their web persona, proving the social significance of the chewy fruit candies!

800px-skittles-louisiana-2003

You’ll first notice when visiting skittles.com that you are prompted to enter your age. After this, a widget appears in the upper left hand corner of the homepage which is their youtube page! Obviously, youtube is a great way to showcase the brand’s popularity amongst everyday “consumers” while keeping up with their tried and true “viral” videos that have driven the brand for so long!

Now, this is where it gets really cool for a social media nerd like me…say you want “just the facts”, click on “Products” and you don’t end up at some obviously skewed page powered by marketing geniuses…instead, you are swiftly whisked away to Wikipedia! The same thing goes for “Friends” and “Chatter”, which redirects you to their facebook page and their twitter feed.

Who knew a product created in the seventies could be so… innovative!?!

I think it’s a brilliant move by Skittles and I wonder how long before we start to see a copycat campaign by that “other” multicolored candy coated confectionery….

The Great Social Media Debate!

Okay, okay…I know you’ve all heard this one a million and one times…BUT…here it is again…

MYSPACE or FACEBOOK?

Now…before you roll your eyes and browse elsewhere for your “new media minute”, hear me out…

Let’s look at Myspace first: Great customization, slow load times, lots of spam messages and bogus friend requests, good way to keep up to date with your favorite bands, apps that are trying to be like facebook only not as seamlessly designed, not as much emphasis on what colleges you went to, more popular ( statistically more people are on MySpace, with over 11o million registered accounts to date!), less private, strong iphone app features (MySpace claims to have served some 1.7 million “daily unique mobile visits,” while Facebook reports having seen regular use by some 1.5 million people.)

Now, it’s Facebook’s turn: no customization options, no music (except for the music I like app which is limited), cool fan pages, apps that work, fatser loading times, emphasis on college networks, nice alternative to blogging with the use of status updates, easy to use interface, better security, strong iphone app features.

Obviously there are pros and cons to both social networks. But one thing is for sure, it certainly seems to illicit strong opinions from users. Maybe neither is superior… as one blogger put it “Facebook is silly. Myspace is spooky”.Personally I use both networks. While I have been hacked once on myspace, I have also been bombarded with survey questions and the like from people I can’t even remember from junior high on facebook…

So…which network do you support?

New Media Vs. Analog Adguys

I recently attended the Chicago New Media Summit in search of new knowledge about my field and was sorely disappointed when the first day ended up being one long tutorial session for *coughs uncomfortably* matureseasoned...old people. There….I said it. (BUT LET ME EXPLAIN before you close this window and start sending me hate mail)

The summit was kind of negs on Chicago youth in media. One speaker said, and I quote, “the youth need to be held back a bit”…hmmm….I’m 24….does that make me “the youth”? Do I need to be held back?

It was also funny and sad to see a bunch of aging men from the adworld’s “good ole days” talking about “the facebook” and how it’s going to be a tool in changing the face of media.

The second day was pretty cool though! Lots of Web 2.5 talk and we all know how much I love that. Miguel Gonzalez of DraftFCB gave a session on viral branding and new technologies for advertising which was very informative and engaging. And my friend Jim Marcus of Ogilvy was there for a segment on the 2016 Olympic bid, in which he gave a little shout out to Foundation for shooting a video for the bid. =)

All in all, I’d give the summit a thumb up for the networking and a few good speakers and a thumb down for the bizarro ageism.

Jeff Landsman managed to join me for part of the first day. Jeff made the times when I was bored out of my mind, after hearing four speakers refer to “Blogger” as a “cutting edge” blogging tool, a little more entertaining.

Oh and btw, have you ever heard of Daisy Whitney’s “new media minute”? If not…look it up on youtube…and tell me you wouldn’t LOVE to see a parody?! Puh-Leeze!

Say…”Virtual Cheese”!

So, you might either think this is an incredible waste of time or you may think it’s the coolest invention since Polaroid. I’m talking about the cool new site, BeFunky which features some fun avatar editors and cartoonizers. The coolest thing about it is that it’s totally free AND they are set to launch a “Video Cartoonizer” which will actually turn user videos into cartoony images a la Scanner Darkly or that “Take on Me” video…whichever generational pop culture reference you prefer. =)

I can easily see this becoming an unhealthy addiction….hmm…oh well…another one for the list!

How Young is Too Young?

You tell me cause I’m not sure what my position on this is yet….

I was browsing articles on NYTimes.com and came across TOTSPOT. It’s basically a social networking website for babies. Truthfully, it’s written and run by the parents but still… you know kids are all over the internet by the age of three nowadays!…Wow…did I really just say “Nowadays”? Anyway, check out this article; it explains a little more about the website itself.

Personally I think it’s a little weird, not to mention potentially dangerous. I don’t want to sound like some old lady shaking a fist in the air, but damn…kids these days are growing up too fast- what with the facebook and the vh1! …Okay…I’m done now, sorry, sometimes my inner old lady takes over….I call her Ethel.

4’11 Versus 6’9

Senior Producer, Tracy Heropkie took a Foundation crew to L.A. recently to shoot a series of web content videos for Aetna Insurance’s 50th anniversary! Coincidentally, Magic Johnson turns 50 this year, so he appeared in the videos!! Phil Lee directed it and said it was a blast working with Magic! Tracy described the nearly 7 foot basketball legend as “super chill” but with a “definite presence”.

Everybody seemed to have a good time and the production went off without a hitch! Wanna see more photos? CLICK HERE!!!

Ruth Raises the Roof

Check it out! Ruth Ratny just wrote a story on us for Reel Chicago! She introduces newcomers Erik Crary, Jeff Landsman and Kara Stallings! The article discusses our continuing expansion and our “one-stop-shopping”!!

It’s pretty inspiring! Of course, I am partial. =)

N.A.B.

So, we’re back in Chicago and couldn’t be happier! Las Vegas is America’s ashtray. Eeew.

Ben and Jamin (dp and assistant editor) had a great time and I think we all learned a lot.

We stayed at Treasure Island Hotel which wasn’t so bad…it was pretty close to the convention centre which was cool!

The first day I got there I met these two really cool guys from Montreal. They work for Cirque Du Soleil and had loads of colorful stories. I also met this one guy who never ONCE logged off of World of Warcraft…seriously…NOT ONCE. I met a hacker from Montana, a tech geek from Japan with a nervous twitch and a severe addiction to mountain dew and I saw more fanny packs than should be legal.

On to business…

I took a bunch of courses and checked out the exhibits. I attended a seminar on emerging technologies which touched on LBS a little bit and gave an overview of Web 2.0 and why Flash will not be important in five years. The media is driving the technology. The demand for the client to not have to “do” anything is incredibly high and LBS would be a way to achieve this, except that there is not one platform that is standard right now- they simply do not have the framework right yet.

I also checked out a seminar on Web 2.5 which blew my mind. Essentially, they focused on forums coming back into importance and how the wave of the future is “Social Bookmarking” on sites like Delicious, blinklist,furl and readit (to a lesser extent, a site like goodreads is ahead of the curve) Information related advertising is the wave of the future and that comes with things being wildly linked together

Another course I took discussed “virtual worlds” like Second Life, There.com or even papervison, having an incredible impact on social media and eventually more and more advertising will be done in this way. It’s the whole idea of uninterrupted media. People are less inclined these days to even bother with Tivo b/c it’s “too much work” This way, with virtual worlds (strategic product placement), LBS, the client/consumer is in control- the ads come to them. No searching involved and no interruptions.

Here are some cool links to check out if you’re at all interested in this type of thing:

http://www.mindgrub.com/
http://blog.papervision3d.org/
http://www.cellblock.com/home.htm
http://www.viaplace.com
http://www.furl.net/

I also took a course on blogging/networking and RSS feeds. The speaker manages several successful blogs but was kind of pompous and just kept plugging his own blogs every five minutes, but I did learn some cool technical stuff about RSS feeds and the like. Basically blogs are becoming more and more essential in supporting a “product/company/show/belief”
ciao,

v


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