Posts Tagged ‘ Web 2.0 engagement video blogs social networking ’

You Too Can Be a Star

May 26, 2011

communications, broadband TV, content, smart marketingAs a communications consultant I keep a close eye on trends.   I organized a summit in NYC last month that included some of the biggest cable operators and TV networks in the world.  The line-up included Comcast, Verizon, Virgin Media, MTV, BBC, Turk Telecom, Liberty Global, Vodafone, France Telecom.  To keep the discussions lively we had moderators like the Wall Street Journal’s Jessica Vascellero and David Lieberman of USA Today (now with Deadline.com).

It was a global all-star cast who were there to figure out what TV means today.  If it makes you feel any better, they’re really not sure where it’s all going.  It’s complicated. You, the viewer, are using all sorts of other media applications that didn’t exist just a few years ago.  You and 500 million others spend a lot of time on Facebook.  You download 3 billion videos from YouTube, every day.  And you’re watching so many movies on Netflix that its consuming more broadband traffic than other site today.  There’s a massive advertising market at stake here.

There are plenty of good ideas.  They’re not sitting still.  Interactivity is taking off.  “Freemium” is the watchword and everything will be on-demand, regardless of the device you use.  They’re considering whether you want Facebook “Like” functionality on TV, if you want to share pics and chat.  Ads will become increasingly targeted.  They’ll know when your car lease is up, or perhaps if you’re considering a little Rogaine for that receding hairline.  Your TV will soon be just as smart as your…well, your smartphone. 

The point is that it all trickles down.  Technology, media and communications are changing at such a furious pace that no one really communications, broadband TV, smart marketing, Ipswich River Mediahas a handle on it all.  Yet, at the core it’s still about the content.  How do you create a compelling story?  How do you reach your audience amidst a sea of alternatives?  Granted most businesses don’t enjoy the same access as Jersey Shore or American Idol.  But the good news is that the barriers to entry have been lowered.  You have more compelling ways to reach your audience than ever before.  You just need to figure out how to take advantage of it. 

That’s why we helped a technology company organize that summit.  They got a lot of great visibility for their brand.  And a lot of good content.

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Meat Freak

March 14, 2011

Think about your communications this way: content is like a juicy piece of meat carried by the burglar to distract the watchdog of your mind. That’s the idea of artful communications theorist Marshall McLuhan. It was long before Web 2.0 was even a glimmer in his mind’s eye.

The point is that there a lot of distractions today. Your audience is well fed. Twitter has reported  serving 140 million Tweets per day and Facebook has over 500 million users pumping out 700 status updates per second. Even the most sophisticated B2B communicator has a big challenge. It takes a lot more than optimizing yourself for search engines or even clever brochures.

If you’re a business that’s trying to attract attention you have more opportunities than ever before. But, so do your competitors and everyone else. There’s dangling meat everywhere vying for at least a sniff.

What’s required is a healthy balance of information that’s reliable and compelling.  It all boils down to the way you position your company and your perceived value.  Add to that, a smart, consistent targeting strategy.  If you do it right, then the value you provide in your communications will reflect the value of your product.  In fact, a juicy communications program – with useful, relevant information – will make you look like a company that people like working with. They ‘Like’ that. Likeability Factor

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Teaching the Fundamentals of Communications Today

December 21, 2010

It’s no secret that communications has changed dramatically.  This Web 2.0 era is creating new business models everyday as it leaves old ones tattered in its wake.  This past semester, as adjunct professor of communications at Endicott College, I’ve enjoyed the benefits of tapping into the zeitgeist of Gen Y and their take on this new age. 

 Breaking it all down, explaining the theories of communication and the technology behind this new era of interaction is tremendously enlightening. For me, I mean.  Hopefully, for the students, too.

electronic media

The Class of CMM220 Moments before the Final

 In my class we tackle the history of telecommunications from the first transmission medium right up to this week’s Netflix/Comcast imbroglio.  We examine the precious RF spectrum, the scarcity theory, the 1934 origin of the FCC, the Long Tail, the “tipping point,” and net neutrality.  We cover Afghanistan’s Rupert Murdoch, micropayments, China’s Facebook alternative, and exactly how crowdsourcing is addressing huge issues in sustainability.

 Communications is very complex today.  Yet there are simple reasons why 50% of social networking strategies fail.  Lots of businesses are actively Twittering, with a finely tuned SEO campaign and a clever Facebook page.  But strong marketing communications still begins with the fundamentals.  You may have more ways to link with customers than ever before – but do you really connect with them?

Each class is like a little show.  There’s the fundamental challenge of connecting to students raised on a diet of technology.  I have clients in techology that we talk about.  I’ve brought in friends who specialize in interactive advertising, neuromarketing and video.  We’re examining how all the levers work.  But, it’s still about pushing the right buttons.

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Everyone is watching.

January 27, 2010

Online video is a powerful tool. Smart businesses are using it.  And viewers love it.

84.8% of the US Internet audience is watching.* That’s big.  All sorts of businesses are using video to tell their story. 

It’s the number one show on your website.  It’s on friendly blogs, its Twittered and Facebooked. It’s the hit of the sales meeting.  It’s a strategic part of your communications. 

From feature profiles to creative webisodes, all sorts of programs help your visitors see what’s great about you.

We produce compelling, high-quality video.  Creative pros with real TV Emmy’s, we know how to make it work online.  And how to make it economical.

*ComScore report Jan. 5, 2010

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The Secrets of Marketing in a Web 2.0 World

November 6, 2009

There was a terrific piece in the WSJ on “The Secrets of Marketing in a Web 2.0 World.”  Many of the lessons are being applied by the big guys out there.  But, the beauty of this Web 2.0 world is how these ideas can be applied to small and mid-size guys too. 

Web 2.0 can mean a lot of things.  First and foremost though, its about creating a website that’s easy to use, attractive, compelling.  There should be no frustration on your visitors’ part.  That creates a negative connection to you right off the bat. 

Secondly, Web 2.0 is about not just talking at your consumers, but working with them throughout the marketing process.  Engage them.  Maybe its a blog, but that can be old hat.  What about a short video about your loading dock, one of your engineers, a cool customer.  Figure out what the attributes are of your customers and how you might help them in some way…in some way that reflects your expertise and their needs. 

It’s really all about encouraging your customers and prospects, even your employees, to get involved in talking about your company, in suggesting ideas (you might hear some good ones), and feeling good about what you do.    The thing is, your competitors will start doing this.

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