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| Hey Everone!
Enter Code “NWGENEFSB11″  Genius Effect is pleased to announce our partnership with Sustainable Brands 2011. Now in its 5th year, this conference is an opportunity for you to network among peers and collaborate with other global leaders who are driving the change toward a sustainable brand future. SB’11 provides real examples of how companies and brands are taking the lead in setting standards, building partnerships and driving change in support of society and the environment. As a preferred partner of SB’11, we have the opportunity to extend a 20% discount ticket price to our community to attend the conference. Take this opportunity to sharpen your skills and gain the knowledge and tools that you will need to be an effective leader – at a special community member reduced rate! What Sustainable Brand Leaders will be learning at SB’11:
We are proud to be able to offer our dedicated community members a discount to attend this premier conference in Monterey, June 7 – 10. Please use this code: “NWGENEFSB11″ to get an extra 20% discount! |
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by Chris Denson
Pop quiz, hot shot: You’ve got two marketing proposals sitting on your desk. One suggesting a robust plan with humorous and witty creative going out to radio, internet, TV, mobile devices, outdoor, print, social media, and events all over town. The other, involves giving an equal investment of your year’s marketing budget to families in need across the country. You’ve got a deadline passed that should have been met weeks ago, and you have to respond within 24 hours… or else. Which one do you choose, hot shot?… Which one do you choose?
So yes, that was a terrible reenactment of Dennis Hopper’s phone call to Keanu Reeves in the movie, SPEED. My apologies for putting you through that. However, it helps to make a good point. For some, the question is a hard one. For others, who are part of a relatively new way of connecting with audiences, it’s a no-brainer. “Hot Shot” – being part of the new(ish) wave of “Purpose Over Presence” marketing, chooses the families in need.
In today’s marketplace, consumers are hit with anywhere from 2000 to 5000 ad focused messages a day. And that number is no surprise. With the ever-growing trend of “Device A.D.D.,” we spend all our time on cell phones, computers, console games, television, dvr’s, tablets, emails, 3D movies, twitter, facebook, instant messaging and God knows what else - and the poor little brands are just trying to keep up with us! What this seething desire and need for brands to be seen has left us with is a ton of seemingly meaningless messages, missed signals, and misfired opportunities to connect. Presence. Be present wherever the consumer is.
But then we forget that human beings are not just machines that click buttons and purchase items and download movies. We forget that people need to feel genuinely connected to something…anything. Heck, that’s how Device A.D.D. works! People want to see what their friends and families are up to. They want to feel appreciated and see how many people “like” their status updates. They want to keep checking on that cute guy or girl to see if there’s a chance for romance. They want to be able to watch that episode of WALKING DEAD, before everyone tweets all the new details without first writing “SPOILER ALERT.” We want it so bad, that they’ve had to make laws to prevent us from doing it while we’re driving and crossing the street. Nobody wants that stuff interrupted! Unless… it’s something truly meaningful to them that they feel an emotional connection to and actively be a part of.
That’s where Purpose comes in. An authentic action on behalf of an organization that cuts through the clutter of Presence. And because of Presence (remember, 2-5000 messages/day?), Purpose becomes even more important. Purpose allows both the brand and the individual to share that “feel good” moment. Purpose can be as big or small as we want – but most importantly should be in line with the brand’s core principals. Just made a movie about domestic violence? Donate a portion of your sales to a womens’ shelter. Why not take it a step further an organize your cast and crew to volunteer there for a day? Looking to sell your art work? Allow a few of the pieces purchased to be donated or housed in a children’s ward at your local hospital. Chances are, the collectors may not even have room for new work (thus may not have purchased) anyway, and it feels good to do good! Want to promote the new such-and-such car? How about allowing people to nominate their most generous family members, neighbors, friends, or community leaders for their need to win one! They can submit photo, video and written testimonials to your site, and suddenly you’ve got mounds of emotional, promotional content there ready to be connected with.
It’s a fun way to solve your marketing problems, and it’s a great story to tell. I’ll leave you with a few brands we like that are doing a good job:
Money is a big part of fulfilling big ideas but nowadays it’s even harder than ever to come by. Luckily, Pepsi can help! While choosing to skip the $3 million Super Bowl ad for the first time in 23 years, they have set aside many more millions for the Pepsi Refresh Project. Every month, Pepsi is accepting 1,000 ideas in areas of Health, Arts & Culture, Food & Shelter, The Planet, Neighborhoods and Education. Regular folks like you and me, businesses of all sizes and non-profits are all welcome to submit. With grants from $5,000-$250,000 are awarded to up to 32 ideas, what’s there to lose?
Good on Pepsi for embracing digital, not to mention giving people a chance to make positive changes in their communities. Most of the Super Bowl ads this year lacked the pizzazz of years past anyhow. BTW, who still watches commercials? Even my mom skips them and she doesn’t even know what a DVR is. But I digress.
Have a light bulb moment today? You should head over to RefreshEverything.com to submit your idea or check out the leaders in each category and vote for your favorites. If you want to see how some of the past winners are doing, head over to the blog and read some of the grantee stories. There’s a really great one about a Twitter based app that allows young volunteers to measure and share their impact based on geo location. For more info on this $25,000 grant recipient, go to myImpact.org.
Great post from Ad Age. Enjoy the exerpt! Read the full blog here.
To monetize content requires a shift in thinking because one must move from sticking with the traditional push business model to accepting the web’s “pull” approach. In making this transition we uncover where people will place value (and their dollars).
Use content to attract audiences
Content is really good at attracting audiences — but it’s not so great at directly generating revenue through gated-content subscriptions. Sorry, but you just need to get over it (unless you are the exception: The Wall Street Journal). Most people can get most content one way or another and circumventing the gated-content model is not that hard for users. Media companies trying to figure out how to plug all the naturally leaky ways content gets out there is like trying to win at whack-a-mole. Frustratingly unsatisfying.
Create a community to coalesce audiences
This is the magic moment when content can begin to drive revenue because once you have the audience — thanks to your content — you have the mechanism to create compelling community experiences. The benefit of a community is that this shifts users’ loyalty from just your content, available in lots of online places, to your site because of the community. The revenue possibilities expand as your community creates the all-important “sticky” user experience.
Successful communities utilize all the new social-networking tools and technology to create vibrant user interactions. They introduce technology that lets members engage in real time with each other, they permit many forms of self-broadcasting and publishing, and they provide a platform for members to connect around a shared passion or issue.
Ignite passion in your community and the content monetization engine begins to stir.
Leverage the power of your community to drive revenue
Once you have established a core community of users, this is where monetization can occur because now you are in a position to: a) offer a variety of services or products to your members; b) leverage the power base you have created; and c) you will probably see more ad revenue (though probably not for some time).
Here are some examples of effective community revenue opportunities:
* Provide services to enhance community connectivity using video and audio
* Offer products to introduce “fun” into user interactivities (Facebook does this better than anyone)
* Integrate technology to provide members with video, broadcasting, and content creation tools
* Enable new ways for members to access content via multiformat services
* Create new programs where community members can be rewarded for their participation (e.g., converting members into affiliates)
Anything that captures your community’s passion is an opportunity for new revenue.
In case you are wondering whether this monetization engine works in the real world, there are great examples to study. Sites such as TechCrunch, Huffington Post and Mashable are particularly effective at attracting users through content and then sustaining user engagements profitably through enriched community experiences.
by Chris Denson
I read an interesting article this morning on Paidcontent.org. Something about Facebook partnering with Nielsen to get more information on whether or not consumers will actually spend money on items featured in campaigns they are exposed to. Although I love the fact that digital media is forcing businesses and stayed institutions to move into a new era of innovation and creativity, I do have to say that I’m a bit skeptical on this one.
In some ways, it feels as though Nielsen is trying to prove their worth in a world where so many organizations – outside of those who rely solely on television measurement – are able to monitor their own results with a simple click of a mouse. With live television viewing down, digital device viewing up, and the increase of DVR’s in homes, Neilsen (and others like them) has been sent into a tailspin to figure out what to do next to keep their place as an authority in the space. There have been numerous attempts on their behalf to partner with an organization or two to provide detailed consumer information for advertisers and content providers. Not to mention that the Nielsen television rating system’s level of accuracy has been debated since long before the Internet was available on a mass scale. Through the power of digital media, up-to-the-minute consumer interaction and detailed feedback help companies to market themselves more accurately and with more specificity – not just through extrapolation from a few thousand boxes (representing tens of MILLIONS of viewers) and television diaries. In all seriousness, have you ever met anyone with a Nielsen box in their home? But I bet you know someone with a computer, or a game console, or a mobile phone.
Don’t get me wrong, this is not a Nielsen bash. They are truly an authority in the space, and like most organizations fighting for relevancy in the digital age, Nielsen is bobbing and weaving with the best of them. In fact, I use many of their general statistics to get a good gauge of where and how people are consuming their advertainment. Nor is this an attempt to disprove the power of mass media as I’m a firm believer that it can do wonders for any digital media campaign. Instead, the point I’m making is that the older, arguably inaccurate systems of the past are slowly making an exit. And if not exiting, most are in some form of trial and error in an attempted reinvention. Meanwhile, brands and creators have a vast slate of tools, and thought processes, and information at their fingertips to help them discover intimate details about their audience, as opposed to broad generalizations. So in a nutshell, my argument is about empowerment – not relying on the “man” to tell us what we should do with our time, our money, and our energy. They don’t know. And they know that we know they don’t know. They provide useful general information, but like I’ve said many times, we live in a world where change is the norm, entertainment is the marketing, and precise information is more abundant than ever.
When navigated successfully, campaigns will incorporate all forms of media, based on these principles, and see effective results every time.
by Chris Denson
Celebrity sex tapes have become a staple of success in pop culture. From Paris Hilton to Ray-J to Pamela Anderson, Kim Kardashian, Verne Troyer (aka “Mini-Me”) and everyone in between (no pun intended). It’s almost like you’re nobody until somebody _____s you on camera. Although it’s a sad state of affairs, there is definitely something to be learned from the sex tape play book. Here are a few golden points to take with you on your branding journey.
1.) Make Your Privacy Public. Everyone loves an inside sneak peek. Granted you don’t want to show everything you’ve got, but you do want to give your audience a little more than what they bargained for. “How To’s” and “DIY” are extremely popular sources of interactivity on line or even at a live event. Sharing a secret or two doesn’t give away the foundations of your business to the masses. Instead, the snippet only proves you to be an authority in what you do best. Just as the sex tapes are never fully lit and often don’t give you the full gambit of skill level, your brand’s sex tape should leave your audience wanting to see more of you.
2.) Always Do Your Best. If your corporate sex tape lacks the skill and polish your audience has come to expect, you’ll leave them disappointed and they are much less likely to come back for more. Although you’re giving a piece away for free, quality still comes first. If by chance the production resources are lacking, learn to play to it. You have to admit, there is something oddly intriguing and creative about “night vision.” On the other side of the token, a 90 minute feature projected that way will drive you up the wall. Know your intention and be empathic to your audience. The information you present and how you present it should be reflective of your brand’s integrity and consumer understanding.
3.) Know Your Partners. Celebrities constantly claim they don’t know how these “cut scenes” get out into the world. For now we’ll just call this the Deliberate Accident. It’s also the way viral marketing and word of mouth work. Find the right partners who will help you trickle your message down to their audiences and sit back and watch the waves of interest come your way. Notice we said the “right” partners. Just because a company or individual is “cool” or well respected doesn’t mean it’s the right one for your brand’s image. Be thorough, and be deliberate.
4.) For Pete’s Sake, Have A Story! The key here is to not leave your audience with a what-the-heck-was-that experience. There’s nothing worse than watching your favorite sex tape celebrity wander aimlessly, fumbling around in a dark room. Find your story, stick to it, and tell it well – and maybe even offer a special incentive or surprise ending for sticking around. You want your audience to be familiar with what their experience will be like – and delivered through a medium that speaks best to them. Any thing else is icing – if done well. If there’s no need for your brand to have a Facebook page, then don’t have one. Otherwise you’ll look silly. Learn to make the experience polished, deliberate and valuable. The idea is really to give the consumer a good show every time, and continually up the ante on your own abilities.
5.) Don’t Fake It. Everyone will know. Consumers are becoming wiser and wiser and have a propensity for knowing when they’re being duped. Be authentic. Be true to who you are and what you represent. There’s no need to do cart wheels and yell and scream, if that doesn’t come from a place of authenticity. If you’re sensual, be sensual. If you’re fun, be fun. If you’re political, be political. Keep your imaging and interaction as a mirror of who you are as a brand.
6.) Too Much of a Good Thing. Notice how there is very rarely, if ever, a celebrity sex tape “Part II.” At the end of the day, those who give too much of their goods away end up alone, broke, unhappy, or with some form of offspring they didn’t intend (remember Pepsi Clear?). It’s why Gilligan was always Gilligan. Sure it was a successful run, but did he get very many acting roles after that? None too memorable. The point here is not to beat your good thing into the ground. People will get tired of it, and they’ll get tired of you. Kenny Rogers said it best. “Count your money while you’re sitting at the table… Know when to walk away, know when to run.” That’s how we grow. The world is abundant, and success can be had many times over… but you have to pay attention.
Keep in mind this “sex tape” of yours is in no way literal. At least we hope not. It can be anything. A video. A promotion. A web series. An event. The choice is yours. Whatever you do, do it well.
UCLA Anderson and the German American Business Association (GABA) invite you to an exciting panel discussion with top digital media executives followed by a reception at the UCLA Faculty Center.
Have you ever watched a video clip of Grey’s Anatomy, The Office, or Susan Boyle singing on Britain’s Got Talent online or on your mobile phone? Millions of viewers are being targeted by advertising spots at the same time. Despite the rapid adoption growth, achieving profitability continues to be a challenge for many content creators and distribution firms.
Panelists
• Brett Brewer – President of adknowledge, a performance-based advertising network; Myspace (Intermix Media) Co-founder (acquired by News Corp) & Advisor at Crosscut Ventures
• Curt Marvis – President of Digital Media at Lionsgate; Curt oversees digital distribution at all Lionsgate divisions, the company’s stake in online video hub Break.com, the FEARNet VOD/Internet channel, as well as the new EPIX online streaming venture together with Paramount & MGM
• Mark Suster – Partner at GRP Partners with ~$1 billion under management, previous Founder and CEO of Koral (acquired by Salesforce.com) and BuildOnline (acquired by SWORD Group)
•Frank Chindamo – President of Fun Little Movies, the first company to make comedic movies for mobile. FLM won the Content Award at Cannes and the Mofilm Award at GSM and airs on Sprint, MSN Mobile & the iPhones.
• Michael Metzger (Moderator) – UCLA Anderson Alumnus; GABA Board Member; Vice President at New Century Capital Partners – a digital media focused investment banking firm
The panelists will share their vision of the future of mobile and online video, visually illustrate some of the latest innovations and cover topics including:
• Key success factors for content generated by users, independent producers and the major networks
• Distribution strategies on an individual brand’s site, video portals, mobile carrier’s deck and social networking sites
• Most effective methods for monetizing video content in North America and Europe
• Exciting opportunities for entrepreneurs and video content creators
Join us on Tuesday, June 30th for this exciting evening at UCLA while enjoying hors d’oeuvres, drinks (hosted bar) and networking.
Agenda
7:00 – 7:30 pm Registration, Reception & Networking
7:30 – 9:00 pm Program
9:00 – 10:00 pm Networking
Cost
$15 for UCLA Alums/Students and GABA members
$25 for Non-members
$35 at the door
Click here to RSVP and Pay http://bit.ly/18q5zS
Parking:
Parking Lot 2 at 602 Charles Young Drive (South of the Faculty Center) for $9
Sponsors:
UCLA CEES (Center of European and Eurasian Studies)
New Century Capital Partners, Inc
JV-Global Business Solutions
