Targeted, Downloadable Video Commands Highest Value

From this recent post over at Web Video Report 080327, it's clear to see that having targeted audiences and offering downloadable media both command higher rates than general audience and embedded media - a direct reflection of their higher value to both consumers of the content as well as to show sponsors.

Most of these companies reported CPM rates for a wide range of pre/mid/post roll video, host shout outs, overlays, etc. Goodnight Burbank's numbers are for product placement per episode.

What was not discussed is the relationship to an online community, aka social network associated with each show. These user communities only increase the value, as they don't just consume the media, they keep talking about it over in the community - which presents added opportunities for banner advertising and special offers.

SHOW/SITE	RATES	PAST ADVERTISERS
blip.tv	$10-$100+	Unilever, Dewars, Comedy Central, HBO, GoDaddy, Adobe
TV Guide	$25-$30	ATT/Cingular Wireless, Kraft
CNN	$25+	Orbitz, Lending Tree, Chrysler, Apple, Chevrolet, Netflix, Sears, Toyota
Goodnight Burbank	$3K-$8K	HBO
Mania TV	$10-$30	GM, Honda, Toyota, Verizon, AT&T, NBC, ABC, Paramount, Warner Brothers, Old Spice, L'Oreal, Sony, Nike, Coke, Citibank, XBox, Best Buy, HBO, Victoria Secret, WWE
Revision3 / Diggnation	$60-$80	Virgin Atlantic, Adagio Teas, Body by Venus, Sony, Microsoft, FX Networks, Adobe
For Your Imagination	$20-$60	Graco, BabyBjorn, TJMaxx

CNN and TV Guide feature general audiences and embeddded video. The other sites feature targeted shows and allow users to subscribe to their shows for viewing on the device of their choice, at the time of their choice. Many of the independently produced shows also have social networks or websites that encourage ongoing group discussion.

Dave Evans on Twitter & the Metrics Panel at SXSW

I am posting a short video below that I took over dinner at Truluck's in Austin with Dave Evans' version of the Metrics Panel at SXSW. Apparently, the panel members were taking a little too long to get to the point for many audience members, who were communicating via Twitter. Read some actual quotes from the back channel audience conversations.

It's graphic evidence of how fast and dramatically the balance of power is being re-weighted in favor of the recipients of information as compared to the disseminators. Heck, we are all busy; it's not hard to understand the "just get to the facts" attitude that is prevalent at least at tech conferences.

Aloha Summit - get your business “social media-ready” in just two days

Aloha Summit: March 18-19th, Waikoloa, Hawaii. It's custom-made for savvy businesses who want to understand geek secrets like how Google works, what's behind YouTube, not to mention Twitter, Flickr, podcasting, and more.

Of the many disruptions we are seeing in the marketplace as a result of the internet, the trend toward unconferences and lobby-styled events are some of the most interesting to me. I am a communicator. As much as I have enjoyed giving formal presentations for the past 20 years, the real juice usually occurs in the one to one and small group discussions in the hallways between and after the didactic sessions.

What's In It for You?
Coming up in a few weeks is The Aloha Summit, being held here on the Big Island of Hawaii. It is a two-day event limited to only 28 guests, plus several experts in social media and internet marketing, including me. This is designed for the participants to dive right in and:

• Learn about and see demos of how social media, podcasting, and web 2.0 networking applications work, up close and personal.
• Ask your personal questions as they come up in the conversation, and as detailed and specific to your business as you want to get (or not - you are in control.)
• Create new marketing, communication, and advertising strategies for your business, using the hottest web tools.
• Show you how to manage your time and filter out the things that may not apply to your business.
• Share power user secrets so you don't make costly and embarrassing mistakes as you venture into the always-on, transparent, and personal nature of today's leading business practices.
• Understand what things you can get for free online and what things are worth paying for when it comes to both strategy and implementation.

Your Own Team of Private Experts and Tutors
We know how busy you are. It's like having a team of experts at your private beck and call. We won't be covering anything that is not directly relevant to the people sitting in the room with us.

We will be walking the talk and helping you learn to do the same. It will be private, intimate, hands-on and hand-holding: a two-day working class with smart, friendly, connected instructors. You help guide the questions; you set the pace; you reap the rewards. We are here to support and educate you.

Still Trying How to Decide to Attend?
On the other hand, it's not for you if you don't like immersion-style learning or don't want to get your hands on the secrets of the web today. If your business is doing fine without knowing how to find out what others are saying about you or without finding and supporting customers via technology, then you can skip this.

However if you think your business is being affected by unknowns on the internet or if you want to use the internet more effectively but don't know how, then this event is perfect for you.

Ideally, you may want to bring one other person from your company. The social web is all about having buddies. If you come alone, no problem. I'll be recommending some tools the attendees can use post-event to continue your learning and support together too.

Special Pricing for Hawaii Residents: $495
Click here to get a very special rate of $495 for locals only. Use code "kamaaina" for HI residents and pay only $495 or use code "rox" for non-residents and save $250.

Though we here in Hawaii are so great at networking locally amongst ourselves, many are really behind the curve when it comes to networking our businesses with others around the world. The most frequent comments I get when speaking at local business events, are that "our company is not that tech savvy" or "the majority of our staff are older than 30 and we just don't understand a lot of this stuff that's happening online." If you can put two days in to The Aloha Summit you can single-handedly change this and catch up on the amazing changes that have taken place online in the past three years.

Tourism is a key industry that would benefit from using social media, both for our visitors as well as kama'aina. It could even bridge some of the growing gaps between those two groups. Other industries IMO with untapped opportunities are some of the innovative startups we have in Hawaii, especially those related to energy and lifestyle products and services.

Think Your Business is Too Large or Too Small to Matter?
It's not. Companies as large and sophisticated as Walmart have tried to use social media with unexpected negative results. If you're big and you don't have social media experts on staff or on-call, this program is critically important to your business.

Meanwhile, very small companies are using social media to create global brands on shoestring budgets. It's an opportunity that has never before existed.

Personally, I would love to see some of my friends in PR, Communications, Advertising, Tourism, and government at the conference. There are so many ways we can build our own businesses (and those of our customers) by using the collaboration tools of web 2.0. It's close, it's convenient, it's private, it's efficient. I can't think of a better way to go to the head of the social media class.

Got questions?
Please call my mobile and we can talk directly: 808-384-5554. I am traveling across time zones so try 6 am - 4 pm HST (which is 8 am - 6 pm PDT). Use code "kamaaina" to pay $495 if you are a Hawaii resident. Not lucky you live Hawaii? No problem! Enter code "rox" to save $250.

Clinton & Obama: A lesson of losing control of your brand

Many of my colleagues (Mitch Joel, Shel Holtz, Valeria Maltoni) and I frequently speak to members of PRSA, IABC, and advertising agencies explaining as best we can how consumers now own the brand. Good will increasingly cannot be bought and the political season is giving us striking examples of the mechanics of how "web 2.0" - "new media" - "social media" (choose your buzz) have changed the landscape of both business communication and brand marketing.

Frank Rich has this in today's New York Times editorial page:

The Hallmark show, enacted on an anachronistic studio set that looked like a deliberate throwback to the good old days of 1992, was equally desperate. If the point was to generate donations or excitement, the effect was the reverse. A campaign operative, speaking on MSNBC, claimed that 250,000 viewers had seen an online incarnation of the event in addition to "who knows how many" Hallmark channel viewers. Who knows, indeed? What we do know is that by then the Yes We Can Obama video fronted by the hip-hop vocalist will.i.am of the Black Eyed Peas had been averaging roughly a million YouTube views a day. (Cost to the Obama campaign: zero.)

Ed. Note: Video inserted at the end of this post to save you a click-thru.

I have two points to make. First is to note the extreme shift in balance of power as to who controls your brand. Hillary is trying, some would say desperately, to control her brand and essentially trick people into voting for her. She (along with Bill presumably) are convinced they are the best for the country. The country, increasingly, is demonstrative otherwise. She can spend money and stage "staged" events with planted questioners, but we have learned as consumers of media as well as of products, when someone is "faking it up." (My favorite way to describe the traditional art of advertising's dark side.)

Second, one of the best measurements of how well your brand is being received, is the way that people play with it. Are they promoting you or are they disparaging you? It is not that hard to tell these days.

The great opportunity for business is that we can learn from the political season. We can observe how losing control can be tragic, comedic, and/or a fast trip from relative obscurity to leader of the pack.

Footnote Observations

1. It is still early on the date of publication of Frank Rich's editorial (cited above) and there are over 500 comments already posted. People have opinions and they want to share them.
2. My mom, a lifelong Republican, said she would consider voting for Obama before McCain because, "Obama has class." In this age of communication transparency, things like class definitely can shine through all the traditional mud-slinging.

Blog Recommendations from Bare Feet Clients

I've been having these fun interactions with our clients, in part to get them involved and excited about new media and fundamentally to have them pay atention to their invoices and pay us promptly!

This past month I offered Amazon.com gift cards to each client who responded by telling me at least one blog they read and why they love it. Most surprisingly, very few actually responded. Those who did though are over-achievers; many included more than one blog.

So here's some fun new linky love!

Knowledge is Bliss Marketing
I know it might sound self serving but I love creating my own blog because it makes me think about what kind of help my clients really, truly need.

Tim Ferris 4-Hour Work Week
I especially love tim ferris blog on the4 hr. work week. Oh don't I WISH!
- Alison Bliss

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Ask the VC
I read AsktheVC.com religiously because the posts come from real VC's, many VC's contribute (different perspectives) and it seems that the information is always relevant to our company and it is accurate.I have learned many things that I use regularly from AsktheVC.com.
- Andy Alsop, Packet Analytics and Network Security Blog

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Yarn Harlot
I read the knitting blog YarnHarlot.com every single day. I just love Stephanie Pearl-McPhee. She's the total Rock Star of the knitting world. She's funny and wry and I feel now like I know her personally.

Real Simple blog
I also read the Real Simple blog nearly every day, just bc I find it useful and the editor has a great "voice" that I feel is very accessible. Speaks to me as a working mom.

37 Signals
I also read the 37Signals product blog bc I'm obsessed with their products and the creative ways people use them. (Ed. note: we use the fabulous Basecamp software to manage all of our client projects.)

Bare Feet Studios
Oh, and I read, at least weekly, the Bare Feet blog. Those guys are pretty smart.
- Meredith Schwartz, Here Comes the Guide

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Dances with Wool
She calls it Dances with Wool, letters from the Arctic Circle. I love it because this woman makes the most beautiful knitted garments, something I aspire to. She posts pictures of her works, and of the gorgeous outdoors where she lives in Finland. She has a calm, quiet writing style, and I like reading her entries because it slows me down.
- Sharon Carl, Here Comes the Guide

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Scratchy Bottom Racing International
It's the diary of a Father-Daughter projectto buy and restore an old TR7 for entry in the upcoming "24 Hours of LeMons" race (dedicated to cars that would otherwise be on the scrap heap). The main blogger is a young lady who grew up with her car-obsessed father, and in the process learned more than her fair share of what's under the hood. She and her dad have great senses of humor, and a lighthearted appreciation of cars, car people, their dog, and of course each other. It's heartwarming in an atypical way. I can't wait to see how it all turns out!
- Jolene Rae Harrington, Here Comes the Guide

Reporting Standards Bloggers v Journalists

This is an ongoing discussion, and @astrout, one of the people I follow on Twitter, is putting together a summary of this debate. Please read his post (I'll update this one with a link after it's published next week) for the full monty! No links here as this is a Rox Opinion Piece.

While I understand that people really like to frame discussions in the "either-or" mode, I am almost always going to see them as "either-and." Here's the general perspective I have on journalists and bloggers.

Journalists

• Journalists have training that is relatively unique to them, and at the least, there are entire academic curricula defining the rules of engagement.
• They have access to key people and places that is cultivated over the years both by personal means and by being a member of certain clubs. (The journalists club, the employee of ___News Co club, the pool reporters club, etc.)
• Because of where they are published (an established, already vetted, news source) they have implied credibility of the mainstream and traditional kind.
• And this presumed authority also allows them to get away with using the term "anonymous sources" and still maintain a level of cred. Let's call this cred by association.
• This credibility is generally challenged remotely, in broad sweeping terms, by people who are promoting a different agenda aka a different news business entity. The battle of the corporate titans.
• They get paychecks, some of them "obscene" (as told to me directly by more than one leading TV news personalities).
• These paychecks are an incentive to get out a story, not necessarily find the most accurate or well-rounded story. Let's say "the man" is their ultimate master.

Bloggers

• Have more interest and passion in their topic than formal training in many cases.
• Have less access to people in power on average but more access to the opinions on the street precisely because they are having conversations there. And they hang out there.
• Because of where they are published (an independent media source online) they have to first build credibility by creating an audience, then sustain it.
• Most credible bloggers will cite their posts with numerous, verifiable sources. This is called link love and it bears so much influence and good will. (I am resisting the urge to go find links to support each of my points, but I am in a hurry to draft my next blog post and I am trusting Aaron Strout.)
• Their all-volunteer army err I mean audience either confirms the experience or disputes it. And it happens right there on the blog post, back and forth, in real time.
• Most bloggers do it for love not money.
• That independence gives them freedom to explore the farther reaches of the truth, and the audience becomes the ultimate master.

IMO the audience is not always right, so just as paid journalists are vulnerable to the man's paycheck, so are bloggers vulnerable to inflaming the story to whip up the passions of their fans. At the end of the day, each is contributing something of value the other doesn't have and the only thing that isn't happening that much yet is a mutual respect for the work each does.

As more and more people understand the power of word-of-mouth communication, I suspect we will see bloggers continue to rise as being sources of influence and information. IMO, neither bloggers nor journalists have a lock on the truth, as the truth is a very personal and complex thing.

HAF - Links from Roxanne’s Presentation

This post is a summary of the conversation we had at the Hawaii Advertising Federation Conference. Please feel free to join in. Tip: Lots of links here, so right-click or control-click to open them in a new window.

Advertising online is fraught with challenges. Most web savvy consumers have learned to tune them out, as people are increasingly displeased with advertising in general. A large part is due to ads getting noisier and more ubiquitous. I was on a US Air flight recently and when it came time for drinks, and the tray tops came down covered in ads, I heard three different people complain out loud. People are tired of the intrusiveness and one-way-ness of most ad messaging. They want to have conversations that are two-way. The nice way to put this, is that advertising is due for an upgrade.

Since my expertise in online, the underlying theme today was to convey how the internet is a foreign country. It has it's own practices, many of which are the opposite of their offline counterparts. The pace is faster, the look and feel is less polished in most cases, the interactivity is high, and there is a good chance someone is talking about you whether you know it or not. You may use email, Google, and have your own website. (That's web 1.0). To be a successful traveler, you've got to leave the Holiday Inn in this foreign country and go out to meet the vocal locals. (That's web 2.0.) The social web is filled opportunities and pitfalls for advertisers.

A Few of Our Group Metrics

• Most of the 70 or so people in the room had read a blog before.
• Less than 10 had left a comment on a blog.
• 2 had written in a blog.
• About 10 belonged to LinkedIn.
• 1 person was on Twitter.

Benefits and Buzzwords
Your power comes from joining the conversation. At it's most basic form, by adding a comment, you create a valued in-bound link back to your web site. You also add your point of view. You can in many cases claim thought leadership for your company, for your industry, for your customers, for your vendors. Read my post on how and when to leave blog comments.

Remember relationship marketing? The tools and apps (applications) of web 2.0 are relationship marketing on steroids. People stay longer on sites that allow them to do something other than read some text or look at a some pictures. On blogs and socnets (social networks) people click through to more pages. That translates into longer session times and more page views which are a resource you can sell, or sell ads on. And the relationships you build with your visitors? Priceless.

Accepting comments on your site allows people to tell you what they love, what's not working so you can fixit sooner than later, ideas for new products and services, and most importantly they build trust with you. If you talk back in the comments, it shows you pay more than lip service to the concept of listening. When it comes time to buy, they will come to you first, because you have already established a relationship and possibly market leadership too. All the while you are getting free market research data, if you think of it that way.

And regardless of whether or not you (as the company) are engaged in online conversations, your brand is being discussed, debated, celebrated and parodied online. This brand democratization can be ripe with opportunity as well as fraught with bloopers. Your odds are better the more you are engaged. Here's a "link to the YouTube Mac vs PC" ads, the real ones and the spoofs, some of which Jason Sperling showed to us at lunch today.

Social Networks
Thanks for joining our "analog" social network! Now that you've had practice creating a profile and sharing a few details about yourself with someone you did not previously know, you are ready to go out an join an online social network. Try one under a personal screen name to get some more practice before you start doing this on behalf of your company. And check out Mitch Joel's blog on personal branding to get tips on how to benefit from your participation.

Free Blogging Services: (Set one up and play with it for personal use)
WordPress
Blogger
iWeb - if you're on a Mac (It's part of the iLife software package)

Sites I mentioned:
CNN - Click on "From the Blogs" link below an article to see recent, related blog posts
Honolulu Advertiser - find a news item and look for "Reader Comments"
Technorati - indexes millions of blogs; look for blogs here and claim your blog here once you have one
LifeHacker - popular blog with tips for managing your life
Chris Brogan - Look at the "MyBlogLog": in the orange-bounded box in left column to see recent readers (we left a comment on the Mac Book Air post)
My Sister's Site - pets and kids in southern california
My Mom's Site - Blanche's Art Show

Business Examples:
Mary Schmidt - marketer who grew her service business with a blog
Association for Downloadable Media - Association for Downloadable Media; multi-author association blog
MightyJ Music - local girl band who gets bookings by having a video blog; doubled site traffic after an appearance on Beach Walks with Rox, as compared to zero traffic increase after appearing on local morning television in Honolulu
Legal discussion of Hasbro/Mattel - Scrabble and Scrabulous discussion of Hasbro/Mattel/Scrabulous trademark infringement
Discussion of Ford Black Mustang Fan Club issues

Social Network (SocNet) Sites:
LinkedIn
MySpace.com
Facebook
Twitter
YouTube
Viddler

Please leave a comment and tell me what you liked, didn't like, and anything I may have missed! I am working on some additional training programs targeted for agencies and business communicators to learn how to use the social web effectively. Let me know if you're interested.

Mahalo nui for inviting me. I had a blast - and hope we can continue learning together.

Pep Talk and Talk Prep for HAF

I'll be speaking this morning at the Hawaii Advertising Federation's annual "university." This is a day when the ad pros come together to network and open minds to new ideas.

First off, I say congrats. There is this sticky wicket in that the more a person becomes an expert, the more confusing it is to find space for new information. If you are like me, you can hear the echo of a client somewhere saying, "But you're the expert - why didn't you know that already or why are you going to this seminar?"

Of course, true experts and wise people understand that with information being created at an inconceivably fast pace, no one can be an expert for more than a few moments in time. I prefer to think of myself as a lover of knowledge, and that inspires me to learn as much as I can, plus I am interested in sharing it with others. That is my time-saving gift - I will do the research and make some of the silly learning mistakes so I can fast track you with a new tool.

This session is a tour of the deep parts of the tubes. The internet truly is a culture of its own, and I will be your tour guide making the trip inside fun and informative and safe. It will be a living example of how the net works these days, so please expect some interaction, some social networking, some gossip 2.0, and some key takeaways for how this can impact your business and those you serve.

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