The first half of this webinar was based on a six month study we did sponsored by Miranda Technologies that examined the future of Sports TV production formats. Using the links below you can You can watch the archived webinar or download the research reports the webinar was based on. Registation is free for both:
- Watch the archived webiar by clicking HERE
- Download the White Paper for this Webinar, "The Road to UHDTV" by clicking HERE
Yesterday it was announced that Broadcast Engineering magazine would cease publication. I spent more than 20 year with the publication and I remember many good times. I took these pictures at the 2003 National Association of Broadcasters show. Broadcast Engineering was so full of ads that when we put the issues in our trade show booth reception desk, the shelves holding them bucked under the weight. Today, trade show reception desks are largely safe from this danger.
The passing of Broadcast Engineering is a sad commentary on the struggles of print media, a tough economy, and the dangers of aggressive fiscal management in a publishing segment that has long favored more entrepreneurial strategies.
Is anyone interested in holding a gathering at NAB to, one last time, say goodbye to an indusrty institution?
Yesterday at the Sports Venue Technology Summit, put on by the Sports Video Group, Chuck Wilson, Executive Director of the NSCA (National Systems Contractors Association) told the audience that there is a new threat keeping stadium owners up at night. It used to the weather, but now it is Twitter.
Twitter?? Wilson cited an example of an extremely drunk student from the University of Iowa arrested for running on to the field during a football game. As she tweeted her misadventure live at the stadium her Twitter account exploded. The live tweeting from her holding cell shot @VodkaSam from about 200 to 14,000 followers. Suddenly, a girl who Wilson described as having "exercised poor judgment in the past" now has a huge following. What if she gets drunk at the next game and Tweets, "Fire at the stadium"?
Twitter's immediacy and brevity facilitates instant communication. But when that ability is put in the hands of people like @VodkaSam, the possibility to instantly spread mischief to a huge following becomes very real.
What do you think? Does the instant communcation that Twitter can create cause problems?
I will be sharing findings from a new research study on marketing effectiveness in the security industry.
Time/date: October 24th at 1 PM EDT
Please note: The time has been pushed back to 1PM due to more attendance coming in from the West Coast.
I've been working on this study for over a year and a half. Nine different security industry publications helped in the project and SIA is the project underwriting sponsor. The webinar is FREE.
To register for the webinar send an email to Kevin Murphy at:
Sergio Zyman was VP of marketing at Coca-Cola during 1985 during one of the biggest marketing flops in business history: the introduction of New Coke.
Zyman recalls in his book, The End of Marketing As We Know It, that it all came down to failing to ask a single question as they interviewed test customers:
"We gave them samples of various reformulations of Coca-Cola and tested them against the old Coke and also against Pepsi. We also asked them: ‘What would you do if we gave you a product that tasted better than Pepsi, but still was a Coke?’
They told us, ‘I would buy it.’
‘Would you like it?’ we asked.
‘Sure I would like it,’ they said.
The problem was that even though we were asking them the right type of research questions, we didn’t ask The Question.
In truth, the only question we really needed to ask was:
‘If we took away Coca-Cola and gave you New Coke, would you accept it?’"
When "New Coke" came to market, the public answered that question with a responding, "NO WAY!" and sent a multi billion-dollar corporation stumbling down a rocky path.
The next time you do research on your customers’ needs, remember, one question you miss can make a huge difference and there can be a big differnce between what a customer says they want in a survey, and what they might actually do.
Winston Churchill described democracy as "the worst form of government...except for all the others that have been tried." With apologies to all the history buffs out there, I'd like to make the same case for digital magazines.
I've heard it all: digital magazines have slow turning pages, take too long to load, are hard to read on a computer screen. But there are problems with every new digital media.
But the findings from our study "The Case for Advertising in Interactive Digital Magazines" that were recently picked up by marketing intelligence giant, eMarketer,illustrate this point.
This is no small deal. eMarketer, reviews thousands of research and data sources, every business day, and distills out the most important findings for their subscribers.With a paid audience of 140,000 they are a powerhouse in the e-marketing world.
In the findings they are now sharing, readers of interactive digital magazines were asked to rate their experience with advertising in different electronic media as being "helpful or interesting", "ignored most of the time", or "having a negative impact on their experiences."
Despite the problems, readers of interactive digital magazines reported a more positive advertising experience with digital magazines than "all the others that have been tried."
Cases of online readers training themselves to ignore banner as is well known. But not all kinds of digital media are targeted like this, ads in interactive digital magazines least of all:
Here are the three charts from eMarketer that make the point:
There is lot of negativity with ads that follow the "push" model. But interactive digital magazine are a push media that do not suffer the negative scorn of digital users.
FYI, eMarketer picked up total of 10 charts from this study. Click here to view them all.
I love this cartoon by Brady Bonus I found on the Eloqua cartoon collaborative. I don't have to add much about the importance of having a content strategy driving social media because this cartoon says it beautifully:
I frequently suggest to clients they combine their blog and website. But often the mentality is that websites are websites and blogs are blogs.
Most often, the core content of a website changes less frequently the content of a blog, making it much less interesting for search engines and readers looking for something new.
But when blogs are linked to social media distribution and then combined into a website they become stronger together: the blog becomes a traffic and search engine magnet pulling in attention that gets shared with the less dynamic website content. I’ve never seen an actual case that documented this working…until now:
TMG Brand Communications is a boutique public relations and marketing communications agency in New York City. TMG had an excellent web site which presented its capabilities and samples of its work. But the site was lightly trafficked. A post on Dan McCarthy's ViralHousingFix describes the strategy:
“In the last quarter of 2009, TMG developed a blog centered, integrated social media marketing strategy to elevate its brand presence. TMG established a blog on a sub-domain of the tmg-media URL. This blog, “Tami McCarthy’s BuzzCloud”, was set up “using WordPress and the Cordobo Green Park theme. The agency also created a TMG Brand Communications fan page on Facebook, pointing the page to the primary TMG domain. The Networked Blogs application distributed blog posts to the Facebook page, and a plug-in was used to distribute posts to Twitter.”
The impact was immediate. In the six months following the launch of the blog: TMG increased web traffic to its TMGpr.com agency site and to its new blog, Buzzcloud, by 198%. In addition:
• Visits to TMGpr.com, the agency site, increased 32% in the six-month period following the blog launch;
• Search engines drove 61% more traffic to the agency site in the six-month period;
• The number of keywords that drove traffic to TMG’s agency site gained from 425 to 1,178 in the six-month period.
This success story was all about leveraging content. At the center of this strategy was Tami McCarthy’s blog, which constantly pushed content into a social media system that included a Facebook page, and Twitter account.
By combining the blog with the existing TMG website, overall site traffic jumped 198% in six months!
Are you maintaining your website and blog separately? If you are, it’s like eating peanut butter and jelly in separate sandwiches.
Link to Tami’s blog: http://buzzcloud.tmgpr.com/
Read more detail of this case study on Dan McCarthy's ViralHousingFix:http://www.viralhousingfix.com/tag/google-inc
Wait a minute! This blog is about the power of content and its ability to persuade. Am I saying that content is no longer King? To that I say both yes and no.
Yes, content is King and publishing it is the most persuasive tool a marketer has. But publishing content is not the end goal, but a means to an end. Content that educates or entertains can attract an opted in audience of potential customers, every marketers dream.
No, content is no longer King: many failing traditional publishers are loosing business thinking their end game is content distribution. A recent article in Time magazine documented how traditional content companies are being devalued:
“Content is rapidly being devalued. The first people to press that case are accountants. They have insisted that companies from News Corporation (NWS) to The New York Times (NYT) to Time Warner (TWX) to CBS (CBS) write-down tens of billions of dollars in assets. Cablevision (CVC) bought the large daily newspaper Newsday less than a year ago. Its accountants reduced the value of that property by 70%. That was not simply the value of the Newsday building. What they were saying is that the income from the property has been impaired, probably permanently.”
Don't fall into this trap. It is not enough just to create and distribute content as an end goal. Content has a new function on the web. Ben Elowitz, writing in PaidContent, advocates four qualities that make web content effective. What Elowitz describes is content on a mission. Once released this new breed of content travels the Web and builds an audience in its wake:
"Relevance. When users are skimming thousands of pages from a hundred sites per month, without question the most important factor is whether your content is relevant to the audience.
Make experiences, not content. In old media, the editors made the content and that was the product. Not any more. Technology and content today are fused like peanut butter and chocolate in a Reese’s, and together they go by the name of “experience.”
P.O.V. information is proprietary for a few minutes, and then – if it’s valuable – it spreads like a cold in a grade-school. While a minority of publishers build a business around sourcing proprietary information, the vast majority offer something far more valuable and ownable: perspective. In digital media, that is far more important, as the same information appears in hundreds of places. The Huffington Post has a paucity of proprietary reporting, and yet earned an audience of 23 million monthly U.S. users by offering points of view that are meaningful to its progressive audience, while ABC (NYSE: DIS) News has tons of original reporting but less than half the online viewers
Distribution. In the old days, content was assigned and written to appear in one place. Now, it appears everywhere—in blogs, in Facebook, in Twitter, and in search engines. This distribution ability is built-in to the content itself. The words in the writing determine whether it will show up at the top of Google or on page 10. The names you drop in the content determine whose vanity Google Alerts will be set off, beginning a chain reaction of tweet and retweet. And the style and hook of the content and its headlines will determine its virility. Content that has no destination draw, no pass-along, and no search indexability is plain and simple dead-end content. And like a tree falling in the forest, even the most beautiful content is irrelevant if it’s unseen or unheard."
On the web, content is the ultimate audience building tool. If you can assemble an audience of your customers or potential customers, you have a the ultimate marketing opportunity. Content is still King, but audience is Ace.
Read Ben Elowitz's excellent PaidContent article
Read the Time article Content, Once King, Becomes A Pauper
Social media guru and uberblogger Chris Brogan was coming to town. I was going to see him and Tweeted about it. Having never met Brogan I was surprised and delighted to receive a funny Tweet back (on left).
I got a laugh but insight as well. Chris' response reinforced many social media best practices.
First, as with implementing any social media program, Chris listened before he acted. He must have been monitoring social media networks, including Twitter, and noticed my Tweet about his upcoming appearance.
Second, as with any social media program, his response had a conversational, personal style. In this case, along with his wonderful sense of humor.
Finally, he was starting to build a community. Every presentation is a community building event; in the best a presenter arrives before a crowd of unrelated people, speaks, and leaves behind a community of people with shared interest, knowledge, and passion. Brogan was starting his community building even before he stood before his audience.
Best practices aside, it was Brogan's humor that made interaction memorable.