Archive for the ‘All things social’ Category

Variety’s Peter Bart says The Godfather would never be greenlit today


2010
02.04

Last night I had the privilege of listening to Variety’s Peter Bart at the UCLA Anderson Entertainment Management Association Career Night. SocialNotions was invited to come and share what we know about marketing and the entertainment business with business with MBA students. In all, the event was great for meeting enthusiastic potential future employees, but also for meeting and reconnecting with our friends from the studios.

I have to come back to Peter Bart, though, because of all the things I heard people say last night, his comments left the deepest impression on me. I’ve paraphrased a few of those here for your enjoyment and because I think they speak to the heart of the issues plaguing the industry. I may add some editorial content later, but for now just wanted to get this out so you can also enjoy it!

The GodFather comment:

Great films from The Godfather era were only made because the studio was so poorly run and producers could get such wonderful projects to pass through the cracks. In today’s corporate version of Hollywood, that never would have happened. The project would have been halted in its tracks before it ever got to pre-production.

On where things stand:

Blame layoffs on the corporatization of Hollywood. It’s not demand, which is high, it’s the fact that the industry has become a corporate machine… and an inefficient one at that. In the 70’s, when we were making great films like The Godfather, I’d call a meeting and maybe 3 or 4 people would show up… now, those same meetings would have 50 or 60 people in them!

The majors don’t want a hand in Indie… witness Disney’s trying to sell Miramax; [On a side note, did you see the news yesterday that the Weinsteins are poised to buy it back! There's a link below..]

Although Sundance had a good year, the circle of buyers is much smaller than it was in the past. What we’re left with is a smattering of unknown indie distributors and the unknown world of self-distribution

Most of the nominated pics are Indies, but does this mean the industry is healthy? No, just that the success stories (i.e. the Precious’es of the world) are an accident of history and are not a model we can follow.

On financing:

Hollywood money is always coming from different sources… whether it’s private equity, the Germans or someone else, God Bless the people who are seduced by and invest in film for whatever reason, be it the promise of fame, Hollywood glamor or something else. They will always be there. Is there a better long term solution? Maybe raising money overseas and pre-selling international…

On the tent-pole leanings of the studios:

Artists will always yearn for good art, and you’ll find the best funding their creative exploits by doing the broad commercial fare for the studios and then turning their attention to more creative and intellectually stimulating efforts.

On digital distribution:

I don’t believe we’re there yet. I think that we are 10 years away from a meaningful, viable manner of web-based distribution. Theatrical is still king.

On the performance of indie flicks in the cinemas:

I was talking with the President of Landmark Theaters recently, and he told me that the arthouse business is about the same size as it was the year before, but that to get there they had to distribute twice as many pictures.

What do you think? Think he’s right? Lemme know….

-D

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Facebook determined to beat the Twit out of you


2009
09.12

Beaten Twitter Bird

A new post by Facebook engineer Tom Occhino today announces Facebook’s adoption of the @-symbol call-out most commonly associated with Twitter users:

Now, when you are writing a status update and want to add a friend’s name to something you are posting, just include the “@” symbol beforehand. As you type the name of what you would like to reference, a drop-down menu will appear that allows you to choose from your list of friends and other connections, including groups, events, applications and Pages. Soon, you’ll be able to tag friends from applications as well. The “@” symbol will not be displayed in the published status update or post after you’ve added your tags.

It’s no secret that Facebook has been desperately trying to muscle-in on Twitter’s lifestream concept; now it’s appropriating the very conventions of Twitter.

via Facebook | Tag Friends in Your Status and Posts.

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How can Small Business Owners and Realtors take advantage of Social Network Marketing?


2009
09.08

That’s the topic for a free seminar we’ll be hosting in Los Angeles this week alongside small business marketing guru, Craig Duswalt, and long-time Realtor and social networking star Tammy Burnell, who recently appeared on the Dr. Phil show!

More specifically, we’ll be talking about how small business owners and Realtors can take advantage of social media to generate leads, get referrals and create new business for themselves by being smart about how they use tools like Facebook and Twitter.

We’d love to see you there… and please, bring your friends!

Cheers,

The SocialNotions Team

Events
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Ford’s Social Media Effort Irks the Murketing Crowd


2009
08.10

If you’re a fan of Rob Walker, like I am, you’re probably familiar with the column he writes for the New York Times each week, entitled Consumed. And if you are, you may even be a fan of the Consumed Facebook page, which is where the inspiration for my blog entry today comes from.

Some background.. for all the failures of the auto industry of late, Scott Monty and the folks in his social media team at Ford Motor Company have been doing quite a few things right and, quite rightly, are receiving credit for their efforts, including a recent nomination in the Shorty Awards, which honors the best content producers on Twitter. Among the many accolades Scott frequently receives from those in the know, he’s often praised for having a very natural social media style and embodying all the right traits of someone with a high social media IQ. And I must say I agree… great marketeer and definitely “gets it”!

So it came as something of a surprise to me that the murketing loyalists who move in the Consumed circles were accusing Ford of  “faux grassroots” marketing after their recent Ford Fiesta campaign, which called on Fiesta fans all across the country to submit videos explaining why they should be chosen to receive the free use of a Fiesta for 6 months. I quote from the Consumed FB page:

“Here, a self-identified “YouTuber” explains why she thinks it’s really great that Ford wants to “work with” people like her. Her opinions sound like verbatim marketing-guru talk, which is a little disconcerting. And her (I guess sincere) comments seem so synthetic: hand-waving and jump cuts that signify amateurish, but feel practiced.”

Now, I should mention that Undercurrent were responsible for this campaign, and it’s not clear to me whether or how much Scott Monty was involved, so let’s not start questioning his instinct just yet. In fact, before I go any further, you should take a look for yourself:

Sincere? Or rehearsed? Okay, no, wait… it’s definitely rehearsed and she’s clearly performing (in a sense). Rather, the question should be… sincere? Or contrived? As a consumer, are we offended by this since it is so blatantly a marketing ploy? Or should we take the position of: so what if it seems like a marketing ploy… of course it is! But who cares? Isn’t it enough that one of the worlds largest brands is engaging it’s consumers at the ground level?

My opinion? As a fan of all things murketing, I can’t say I’m not a little disappointed by the over-produced look and feel of what is supposed to be an amateur video, with all it’s editing, cuts and cutesy inserts. I also have to be honest and say that even if she didn’t intend for it to come across as selling out…. it kinda did. And her explanation only made it worse. (You can find more in a related post here). That said, wanting to give Scott and crew the benefit of the doubt I spent a few minutes on the campaign’s website and found that the vibe differed quite a lot from agent to agent. Sadly, there are those who seem like Ford employees masquerading as real people, yes. There are many others who are more believable, however…. more authentic, and who come across as regular people taking part in Ford campaign.  Check out Allison H… is this not great social media, cussing included?

So, what’s the verdict. Well, in my view, if Ford made any mistakes in this campaign, perhaps it was in the judging…. some of it, that is. The campaign itself is great, even if some of the winners aren’t.

What do you think?

-D

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Why Aren’t Advertisers Spending More on Display Ads? Blame the Click.


2009
08.06

Fulgoni makes a convincing case here that the main culprit responsible for advertisers’ reluctance to commit dollars to branding campaigns is our over-reliance on the click: the exaggerated belief that all Internet advertising campaigns should be have a quantifiable, measurable impact.

Despite the low click-through rates on display ads (0.1%), brand advertising via display ads has repeatedly been shown to have a palpable effect on driving present and future revenues.

It’s now clear that a publisher would have to be insane to continue using click metrics to try to persuade branding advertisers to turn to the internet.

If the industry can move beyond the click, the future of online branding advertising is bright.

via How To Get Brand Advertisers To Spend More On The Web | paidContent .

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Twitter Felled in DDoS Attack


2009
08.06

Twitter has been bounced offline by a denial-of-service attack early Thursday morning. Large numbers of computers overwhelmed the site with multiple requests, making it impossible for Twitter to distinguish between real traffic and hacker traffic. This is yet another growing pain for the popular networking site, which has seen its membership explode over the past six months. Only last month, someone hacked into Twitter’s corporate network and stole numerous confidential documents detailing the company’s strategic initiatives.

Fail Whale

Hacker Attack Shuts Down Twitter – NYTimes.com.

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digitalChloe: Childbirth, Mobile Apps and Social Media


2009
06.18

I know… I know…. it’s been a while since my last post. Once again, one of those life events got in the way, but this time I’m very happy to report that it’s the kind of life disruption that we should all be blessed to have.

Now before I go on, I should preface this entry by emphasizing that neither my wife and I are what one might describe as a digi-geek. I mean, we’re Apple fans and enjoy neat products, but it’s not like we relish the opportunity to employ the use of some kind of gizmo for any reason anywhere just because we can… I’m a marketing guy and she’s a hair stylist, so there’s a good deal of right brain stuff going on.

So… here’s the story:

digitalChloe – Part I

At about 2:30am on May 20th, my wife woke me up with the words “Babe, somethings happening!” She was, of course, referring to the fact that Baby Ferreira, by then five days overdue, was starting to stir in a way that makes parents-to-be both elated and s*!# scared!

So…I sat up in bed, and, as I rubbed the sleep from my eyes, asked my wife how intense and far apart her contractions were. I was really excited about meeting my baby girl, but have to be honest and tell you that I was kinda hoping they were mild and hours apart :/ Can’t remember exactly what my wife’s response was, but I know it was loud and it was clear there would be no more sleeping.

And so began the clock watching….I wasn’t through the first cycle of contraction-timing when I realized that this was going to be a pain. I mean, you have to watch the clock, note the start time, the duration, then measure the periods between, write this all down, keep a constant eye on it….. and all this at 3am while my wife is crying in agony and I’m still half asleep! So I did what any other loving, smart husband would do in that situation. I fired up my iPhone.

Thirty seconds after opening the App Store I had purchased (for the reasonable sum of only $0.99!) a simple, but powerful app called “Contractions”, and by the time the next contraction rolled around all we had to do was touch the screen: once at the start of the contraction, and and once when it was over. My new best friend in the form of a neat little iPhone app then did all the work:

5/20/09 3:34 AM – Duration: 1:17 – Interval: 0:33
5/20/09 3:34 AM – Duration: 0:12 – Interval: 3:26
5/20/09 3:30 AM – Duration: 1:17 – Interval: 3:22
5/20/09 3:27 AM – Duration: 0:53 – Interval: 2:17
5/20/09 3:25 AM – Duration: 0:36 – Interval: 1:48
5/20/09 3:23 AM – Duration: 0:30 – Interval: 2:37
5/20/09 3:20 AM – Duration: 1:29 – Interval: 2:13
5/20/09 3:18 AM – Duration: 0:58 – Interval: 5:39
5/20/09 3:12 AM – Duration: 0:38 – Interval: 2:19
5/20/09 3:10 AM – Duration: 0:37 – Interval: 7:52
5/20/09 3:02 AM – Duration: 1:03 – Interval: 2:31
5/20/09 3:00 AM – Duration: 0:11 – Interval: 2:21
5/20/09 2:57 AM – Duration: 0:17 – Interval: 2:40
5/20/09 2:55 AM – Duration: 0:42 – Interval: 6:43
5/20/09 2:48 AM – Duration: 0:26 – Interval: 3:20
5/20/09 2:45 AM – Duration: 0:25 – Interval: -

Chloe Daniela Ferreira was born at 6:37am on May20th, 2009, and what you see here is the actual contraction history – or as my wife refers to it, the “pain log” – leading up to DigitalChloe’s birth, and that I was able to very easily email to myself! How’s that for social going mobile?

As you can tell from the log, by the time we left for the hospital, which just happens to be 5 min from our front door, the contractions were coming thick and fast. I cannot overemphasize just how tremendously helpful having this app was to us. In a strange way, it was also very comforting in the way that it was one less thing we had to worry about.  Instead of constantly asking ourselves “is it time?”, and rushing out of the door as we nervously tried to time the contractions, we were able to focus on getting through the contractions themselves, confident in the fact that the data would objectively tell us when to go to the hospital.

I’m happy to tell you that the next three hours involved very little use of technology. Rather, it was charactised primarily by amazing strength of character and bravery on the part of my very courageous wife . This was followed by some rather tender and beautiful moments as we held baby Chloe and all fell in love all over again. ‘Nuff said.

<fast forward to the point where we start calling people and Doctors, Nurses and Pediatricians are all coming in and out of the room>…

digitalChloe – Part II

So it’s post-delivery, we’re exhausted and trying our best to take in everything Doctor Mike is telling us to do/not do. As he’s explaining things us, polite Doctor that he is, he pauses to look at and greet my folks. They exchange some pleasantries, he congratulates them, tells them how beautiful their new granddaughter is and so on, and then goes right back into some parental instruction while the folks are listening in intently. Pretty normal post-delivery scene right? Except that my parents are in actually about 9,974 miles away in my home town of Ballito, in beautiful South Africa! Aah… the miracles of Skype.  The irony here: my in-laws, who live 2 miles from the hospital, were still on their way!

digitalChloe – Part III

Okay, so first of the major parenting challenges behind us, we very hppy to be discharged from the hospital the next morning so that we could go home and start the next chapter. Being the concientious parents we are, we were committed to doing as instructed by the Pediatrician and taking careful note of when Chloe slept, poop’d, pee’d and ate. And, having learned the value of leaning on those who are smarter when faced with parenting tasks in raising our 3 yr old son, we once again consulted The Oracle… I mean App Store:

b-logger1

With its simple, one-touch interface sharing functionality, B-logger now helps us to accurately record, monitor and share exactly when each of the major life events of a newborn – i.e. sleep, poop, pee and eat – take place. With very little effort, we’re able to arm ourselves and Chloe’s Doctor with accurate information about how many times she’s feeding in a day, for how long, how much she’s taking in, how many bowel movements she had, and so on an so forth. I can even tell you, in hard numbers, just how much she prefers Mommy’s left breast to her right! Very cool… crazy, but very cool! And helpful, very helpful. :)

b-logger2

digitalChloe – Part IV

Of course there was also the expected emailing and posting of pictures to Facebook for distant friends and family, but that’s so DigitalBaby 1.0. and our Chloe is more of a web3.0 kinda gal. ;p

digitalChloe – Part V

This may be the best chapter yet, and here’s why: it’s still being written… by you…. and DigitalChloe*… on Twitter. Check her out – she’s really cute :) )

Picture 2

*Smart girl though she is, we don’t allow baby C on the web yet, so she tells Mommy C what to tweet on her behalf.

Now, I’m sure that this entry will get a mixed reaction as to whether our experience was actually enriched or diluted by the presence of technology. To the Luddites among us, let me just say this:

I started this off by emphasizing the idea that both my wife and I are creative types, as opposed to techies. I’ll add to that by saying that the real ephiphany for me came when I realized that it wasn’t because we sat down and said, “Okay, how can we integrate social media and mobile apps into our birthing experience”. It just happened… and it made sense… and it was really helpful. Perhaps, as one of the execs at our recent iBreakfastLA said, the phone really has become our “remote control for life”. And I like it!

- Devon a.k.a. The Proudest Daddy in the World”

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Redefining the web: NOW MEDIA


2009
05.27

The way consumers are behaving on social media platforms these days is quite different from the way we’ve behaved in the past.  Rather than relying on periodic updates, it seems real-time information has become a core value in the way we like to consume and share content.

We’ve gone from status updates to “life-logging” on Facebook or Twitter, and are becoming increasingly comfortable in the way we use these platforms to generate, distribute, and filter content streams that fit into the narrative of our lives. Two great examples of this behavior can be found in Ustream (live video streaming) and Twitpic (twitter for photos).

twitpic2

For a demonstration of the power of Now Media we need look no further than Susan Boyle. Who hasn’t heard of the very vocal Brit that shot to fame in the internet meme that literally covered the globe in only three or four days after her appearance on Britian’s Got Talent!? Another spectacular example is the race between Kutcher and CNN  to reach 1 million followers on Twittter. Check out  the stats below:

ashton-vs-cnn-chartWhat’s staggering is the idea that the growth was powered entirely by Now media, with traditional media - and even the search web - only cottoning on to what was happening very close to the million mark. Talk about speed-of-spread! Some other interesting cases in point:

Twitter is now the #1 referrer for online greeting card company Someecards

•    PerezHilton.com’s #1 source of traffic is Facebook

Really? Where’s Google in all this???

SocialNotions Point-of-View: Look out for more examples of social recommendations through now media channels taking the place of traditional search.

If that isn’t enough to get you thinking, consider the amount of money spent by content sites in 2008  on search engine optimization (SEO) and search engine marketing  (SEM) to drive traffic from Google: $12,200,000,000! (Source: eMarketer). To give you some perspective, that’s about the same as Jamaica’s Gross Domestic Product. All that for Google to be beat out by organic traffic from Facebook? Hmm…

Another concept that’s really starting to come to the fore is the idea of Web Streams, as opposed to Web Pages. The right metaphor for this is the idea of a newspaper versus a conversation. The essence of information contained in a newspaper is static and uni-directional. A conversation, by contrast is dynamic, evolves over time and is multi-directional by nature. The perspective offered in dynamic, real-time streams is not only richer, it also captures complexities and nuances, and allows readers to develope their own news entries based on exposure to the conversation. As consumers, we resonate with the streams, which are much closer to the way we communicate in real life. By sharing only the content that’s relevant when it’s relevant, we can distrubute and consume information more efficiently.

SocialNotions Point-of-View: With the proliferation of webstreams, cluttered inbox’s are going to become less of a problems as consumers communicate in virtual conversations versus chunks of information punctuated by To:, From: and Subject: headers.  Of course,  web streams will not replace web pages overnight and completely, and there will always be a need for summarized conversation/information – which is really all a letter, web page or email is. That said, you can be sure that Now Media and Web-Streams are going to start to play a much more significant role in online advertising and marketing models.

Now we just have to wait and see where their impact will be felt first…

If you have any interesting examples of where Now Media and Web Streams are changing the online experience, or simply have an opinion based on what you’ve read, please let us know. We love feedback and comments.

-Woosung

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Founding team of Kogi Group of Corporation(@kogibbq)


2009
05.26

Here is the 4th event of ASMI. The founding team of Kogi Group of Corporation visits UCLA Anderson to give us speech.

Team: Mark Manguera(Founder), Roy Choi, Mike Prasad, and Natasha Phan (bios)

In this speech, Mike Prasad, the Brand Director and New Media Consultant, gives an overview of Kogi, explains its approach in devloping the brand. He also addresses rational behind adopting social media for one of the most traditional industry and gives insight how they maximized the synergy with social media to grow Kogi’s unique business. (e.g. Twitter tip: making sure what you tweet has value for your customer)

Throughout the Q&A, Chef Roy explains scaling his creative vision of spreading Korean culture by making it accessible to Western palates, which led to inventing phenomenal urban hip culture!

- Woosung

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Baa-rilliant!


2009
03.25

In his book, Buying In, Rob Walker coins the term “murketing”,  and provides many fantastic examples of how brands are participating in consumer-level conversation in a way that entertains and catches one’s eye, all the while raising brand awareness and building stronger brand affinity.   

So what is murketing? Like many things, it’s best explained through example, and here’s a truly creative one to drive the point home:

Sheep, LED’s and one of the world’s biggest CE brands. Who would have thunk it??!

Social Murketing at it’s best, to be sure…

D

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