I came up with a short starter list of why Chief Marketing Officers and Chief Communications Officers should make social media a priority. See the list.
Tell us why you think CMOs and CCOs should make social media like blogging, podcasting and networking a priority.
April 7th, 2008Comments
Social media can be a very effective mechanism for marketing as shown in this video case study produced by Shel Israel as part of FastCompany.tv. The campaign was put together by SeaWorld San Antonio and focused on a pre-launch campaign for a new ride at the park called Journey to Atlantis.
They put up a WordPress blog and uploaded raw content to Flickr and YouTube. They then worked the online communities focused on roller coasters to get the word out.
This is an excellent example of a simple, highly focused campaign and a well orchestrated effort to measure the results.
April 6th, 2008Comments
Conquering the Social Media Blues: Five Steps to Social Media Performance Management is a mini-ebook that focuses on how to use social media performance management and measurement to successfully manage growth.
It’s a management approach that applies a metrics philosophy to product development, product marketing, and business planning, so that resources can be focused and success can be repeated. The metrics philosophy that’s employed typically needs to be consistent with the performance criteria of broadcast media, but incorporates the interactive dynamics of social media.
March 30th, 2008Comments
Tony Ponturo, President and CEO of Busch Media Group, spoke at the Future of Television conference. Tony observed the increasing complexity of marketing as the number of channels has exploded from the basic three back in 1972 to hundreds of thousands today with the web.
At the same time, the consumers are getting more sophisticated, diverse and elusive. Tony describes how the demographics of college markets are changing rapidly, in particular the increasing share of women in the college ranks and how that will change their marketing in the future.
He goes on to describe the rise of UGC and changing consumer media habits.
March 28th, 2008Comments
This panel at the Future of Television focused on user generated content, it’s role and the ways in which it can add value.
Panelists
Ken Todd, VP, Content, Showtime Networks
Richard Titus, Head of User Experience, BBC Future Media & Technology
Ivana Ma, Partner & President, New Media, Generate
Moderator: Rohit Bhargava, Author, Personality Not Included / SVP, Digital Strategy & Marketing, Ogilvy Public Relations Worldwide
What’s the role of UGC?
March 28th, 2008Comments
A traditional media guy by day and a new media student by night, Carson Daly spoke at Future of Television.
He describes how due to budget constraints he has had to figure out how to make his show work at 5 times the productivity of other shows. The tools and skills of the online content creators have proven that it can be done. Quality TV can be made for much less.
As for TV, it’s not dead. That’s crap.
March 28th, 2008Comments
This panel at the Future of Television conference focused on producing content specifically for the web. Do we need it? How should we approach it?
Panelists
Alex Barkaloff, Executive Producer, Digital Media, Lionsgate
David Leibowitz, EVP, Business & Legal Affairs, Gotuit
Mara Winokur VP, Digital Media & Business Development, Starz Media LLC
John Edwards, CEO & President, Move Networks
Keith Richman, CEO, Break.com
Moderator: Lindsay Campbell, Host, MobLogic (a CBS company)
Do we need content created specifically for the web?
March 28th, 2008Comments
This panel at the Future of Television conference focused on the state of Mobile TV and its chances for success. How is it doing? What is needed for breakout success?
Panelists
Bill Sanders, VP Mobile Programming & Digital Development, Sony Pictures Television
Derek Broes, SVP Worldwide Business Development, Paramount Pictures
Steve Smith, Managing Director, Playboy TV International
Douglas Craig, SVP Digital Media Operations, Discovery Communications
Seamus McAteer, Chief Product Architect & Senior Analyst, Media Metrics
Moderator: Ted Cohen, Managing Partner, TAG Strategic
What are the gating factors for Mobile TV acceptance?
March 27th, 2008Comments
This panel at the Future of Television focused on the metrics for TV 2.0
Panelists
Eric Garland, CEO, BigChampagne
Eric McMillain, Partner, Proace
Steve Markov, SVP, Sales, Teletrax
Howard Shimmel, SVP, Client Insights, The Nielsen Company
Moderator: Chris Lang, SVP, Research Strategies, SmithGeiger, LLC
What are the measurement challenges?
March 25th, 2008Comments
Television is changing a lot and television advertising is changing with it. Tivo, DVRs and the internet are changing the way content and advertising is consumed. It changes the way TV ads need to work. This panel explores some of the changes they see on the horizon.
Panelists
Karen Bressner, SVP, Advertising Sales, TiVo
Eric Hadley, Chief Marketing Officer, Heavy Corporation
Rick Mandler, VP, Digital Media Advertising, Disney/ABC Media Networks
Robert Riesenberg, President & CEO, Full Circle Entertainment
Moderator: Joe Adalian, Television Editor, Variety
What’s the future of the 30 second spot?
March 25th, 2008Comments
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