Tradional Media vs Today's Consumer

Kevin Urie, the President of Social Media Club Seattle turned me onto this video. The message is so spot on about how most brands and traditional media publishers continue to flail in the dark hoping to land anything with their consumers. It's even more interesting to watch this video with the traditional media types and watch them squirm.......

Wake up people, we need to rethink how we package and monetize traditional media altogether. Unfortunately most traditional media companies have layers of traditional media people in power who for all the lip service truly don't have a clue about new media. The leader who is willing to step out from this haze will destroy and eventually own the competition. Hope you enjoy the parody and it invokes thought.

So I’m not considered a scab picker……

In recent posts I’ve challenged those that run traditional media to step up their game and stop paying lip service to reinvention. While I’ve hinted, suggested, and generally beat around the bush about ideas, in this post I’d like to point out an idea that I believe would save local media publishers of all kinds but for radio this could be the next generation. This idea is something I’ve discussed with my inner circle for more than 6 months but this past week was more evidence that it’s not only possible but right around the corner. The reason I’m giving the idea to you is in hope that it will accelerate change because time is running short and no one seems to be paying attention. I also do it to prove once and for all I’m not just complaining without having given thought to solutions. Those that constantly complain I love to refer to as scab pickers but those that are willing to point out a gash and administer first aid are first aiders. We need more first aiders in this country and soon but that’s a blog for another time. Let me draw you the picture:

• Let’s start with the big announcement that came through on Monday from our friends at Facebook, open stream API access to their platform.

• There are more websites today than actual humans. Question everyone should ask themselves before starting a website; what makes this website so special that I’ll not only come but return to it with regularity.

• Social gaming is booming online because it gives users a sense of community. (Author aside: I actually joined Mafia Wars on Facebook to research this idea more fully)

• One of the newest sensations on Twitter, twt.fm which allows users to request a song and the service tweets back a link to a stream of that track. Users can then ReTweet this so others in their community can join them.

• Most traditional media websites offer hyper local traffic (social communities online) but the cost of daily content creation or resources is lacking. This creates short engagement times and sporadic visitor patterns. Streaming audio is changing the visitor pattern but the content issues are glaring here as well as most streaming publishers are barely scratching the surface of this mediums possibility.

• Brands want engaging platforms to interact with their targeted demographic but have been leery of social media because of user generated content issues.

• CPM on display ads is dropping rapidly. (Author aside 2: I believe this is because no one invests or researches how to make display ads better, until this happens I would get out of this business)

• Radio is producing weekly podcasts, blogs, and vlogs that could be broadcast more widely.

• With WiMax coming we are only going to be that much closer together.

My idea, built out an application for local media publishers within Facebook and MySpace ASAP. Then keep your fingers on the pulses of the changing social media trends and harness their power. The naysayers will say it dangerous to rely on third parties like Facebook but I’d contend the social networks would welcome this alliance. Facebook is not scheduled to turn a profit till next year; could a partnership not create a more rich interaction for users and allow advertisers to deliver more real marketing messages? Personally I’d rather know that my friend Jeff N is listening to 311 Amber on 1077thend, hear it too CLICK NOW. Powered by fye: For Your Entertainment than to have a display ad placement. It also is a win for radio stations as user’s logon to something they have always been good at: on-air audio production. Jeff furthers is profile as a music lover. Everyone wins. There is a ton of other ideas once you let your mind wonder. The distribution of content possibilities is insane. We are living in a time starved era; go where the people are instead of trying to force them to your site. It makes all the sense in the world except for the fact that it would require wise investment. This has never been traditional media’s strength. Maybe this blog post will push someone off their pile of money……. Next place to invest, mobile devices but this idea builds you a bridge today! (Author aside 3: Sounds like a future blog topic)

IAB Joins Social Media Failure Ranks

We all love stories of companies or organizations that wade into the social media space with a delusional plan or an “us first” marketing platform. Rarely though do these stories originate from an organization whose stated purpose is to promote interactive social marketing. This past week however the Interactive Advertising Bureau (IAB) did just that; started a social media campaign that was all about them.

For several years now I have subscribed to the IAB’s daily e-newsletter and enjoyed the content they provided. Recently they have amped up their social media efforts and began to promote them at opportune times. On April 21st however they prominently featured this push and asked you to connect with them. Here is what they asked:

"Connect with IAB via social networks
IAB wants to be your friend! Find us on Facebook, Twitter and LinkedIn. Connect with other advertising professionals and keep up to date on breaking news."

Simple invite, simple call to action, just click and connect. Having been a fan I did just what they asked me, clicked and connected. Facebook, no issue, I’m a fan; Twitter, yep no issue there either but then came a strange notice from my LinkedIn request. It said that this group was a private group and my request would need to be accepted. I found this strange and a little unsocial for a social site but hey I can wait a few hours till someone accepts my request. The IAB said they wanted to be my friend so I’m cool waiting, no big deal; I thought nothing more about it. That is until NINE DAYS (9 days to accept a request, first sign of failure) later when I received this email from Corie at the IAB:

“Josh,
Thank you for your interest in joining the IAB LinkedIn group. For now we’re going to keep the IAB LinkedIn group open only to actual members of the IAB (US).
In the meantime, feel free to become a part of the IAB community at www.facebook.com/iab and sign up for the IAB Informer at www.iab.net for the latest on IAB Developments.
Has your company considered joining the IAB? I’ve attached our member information and an application so please feel free to look them over and to reach with any questions you might have about moving forward with membership.
Regards,
Corie”

WOW so the invite was really not an invite to be friends, it was a push to get people to sign up for IAB membership. Why was this not stated in their original call to action? And if I understand social media correctly, the IAB is fine with me listening to them as they Tweet away or pushing their updates to my Facebook page. But when it comes to a tool like their LinkedIn account that could be useful to me they block it. It brought back memories of college Rush Week and watching those that could afford it buy into a peer group in the hopes of finding friends.

The IAB is another example of a “me first, listen to us” social media campaign. I’m very disappointed that this would be the message the IAB would send. But since this is their stance I implore you to take action to teach them the true power of social media. Please stop following the IAB on Twitter and remove your Fan status from their Facebook account. Companies and organizations need to be held accountable for social media hijacking. They not only ruin their image but the reputation of social media as a whole. If we don’t take action companies will disregard best practices because they know they will not be held accountable. We must guard against disingenuous social marketing or the new fertile ground members have created will become another one way communication tool for brands. Shame on you IAB, you should know better. I never paid for friends in college and am not about to pay for friends now.

Summary of NAB Show - Vegas 09

Sorry this has taken me so long to get posted, got back to the day job and all hell broke loose. I'm debating about posting on some of these struggles as they may not be seen in a favorable light but damn it these topics need to discussed. It’s like seeing someone drowning in the hotel pool from your 16th floor window but no one will listener or even go look. But I digress back to this post, the NAB.

First things first, damn we are behind the times as Americans, from 3DHD TV to holography or interactive TV in Brazil; simply put the world is blowing by us. Personally I blame our TV’s; American's are in love with their TV's and will watch about anything (the automobile has been replaced IMHO). Meanwhile the rest of the world is learning to program in C++ and building the technology of tomorrow. We have to begin to close this gap or the consequences could be far reaching.

Second, walking the aisles of the convention floor you were struck by those clinging to the past and those building for the future. My favorite example was this one intersection where on one corner you had a clock booth, across from this was a booth that could construct a radio or TV tower for you, which was across from a booth that was building canned streaming content which was across from a light manufacture for towers. I stood there and was stuck by the thought that for sure 2 of 4 will not be there in 10 years and the clock guy might even be in trouble (the content booth could also see its end quickly as the content was crappy at best). The difference was stark and real. But I would say this is not much different than our industry; unfortunately there are too many more clinging and not enough building!

My next observation from the NAB was more about the conversation going on around me; everyone was talking about the economy. Many who have attended the NAB year after year said this was one of the least attended shows they had been to. There was space on the floor and many only came for a day or two if they did attend. While I understand this is economics I also find it a referendum on broadcast media once again. Why at the time when broadcast media needs to be the most nibble and engaged in new technology is the major show for this exact purpose not being attended? For the cost travel savings of a grand or getting 32 more hours logged at the office....... No, the truth is most are not engaged and many are only nibble in the boardroom. The NAB was another example of how reinvention is a much bantered line in the industry but rarely followed business principal. I thought major newspapers folding up around the country would have set off warning sirens but it’s clear now that the industry players will either have to get damn lucky or go the way of the dinosaurs which personally pains me to no end.

My final observations are quick bullet points and tips:
-Don't ever stay at Paris in Vegas if you are on business or just in general. Service was very French (can we please drop the act when it comes to service), they were running jamming within the hotel so my wireless card would not work (which also jammed my cell phone unless dancing in the window while touch my nose to the ceiling), and Avon was holding their convention at the same time. Don't know what is older than a cougar but know I got hit on by a couple. Overall FAIL for you Paris Vegas, I'll never be back!
-Just because you get on the Vegas monorail 45 minutes before you are suppose to be anywhere doesn't mean you won't be late. Got stuck (think packed, standing room only tram car) for more than 45 minutes and the guys from Christie Technology had their presentation at 9AM and where stuck with me till 9:20. Luckily I was standing with one of the funniest dudes on the planet. This guy was riot but in the mad scramble when we were finally freed I never got a card. So if the guy who had the Zoolander laptop from Japan reads this, please get in contact!
-Vegas has got to be where coffee lovers go to die. Trying to find a good cup of joe around there is next to impossible.
-Special shout out to Small Plate Radio, if you have not checked Doug and Kyle's project out please do. These guys are bringing radio back to the foundation it was built on; damn good content. It was great to rap with them on their radio show and meet the rest of their team. You need content or a show idea, please get in touch with them.
-Technologies that caught my eye while there in no order in particular, AstroTV- Brazilian interactive TV, MediaFlo- more interactive TV by Qualcomm, NiCT- 3D HD, 3D Audio & holography and MobiClip- make your video consumable on mobile devices.
-One of my show favorites was talking with Jenni of JenniRadio. She is a 9 year old girl who has her own radio show and interviews Tween and Teen stars like crazy. The kid is amazing and I look forward to hearing about her career in the years to come.

I also spoke on a panel about text messaging for our provider Hip Cricket (this is actually how I got to go to the show, if it wasn’t for this I would have been logging the hours). It was a blast to speak on this subject. Hip Cricket setup a text to screen application so people could text their questions. The hilarious part about this is that it become very clear quickly those who were believers and those who were the naysayers. My favorite question was “Can we afford text messaging, I hear its expensive”, my answer, can you afford not to. Seriously text messaging is a win/win for broadcast media and should have been adopted 3 years ago in my opinion. The team from Hip Cricket is a buttoned down team of who were great to interact with, my thanks to them for having me.

Well that is my recap, hope you found it helpful. Next year I will make sure that I have my video camera so I can share this more real time (I took it this year but long story about why it did not hold juice). If you have questions or comments please feel free, love to get some more interaction going on here.

Twitter in plain english

Found this on SportsIn140.com and thought it would fill in some gaps for those of you still trying to find a place for Twitter. You'll notice the date was from over a year ago and I think there are some new best practices for how to use Twitter. I've posted some of these and given some of my own thoughts on this subject recently. Still I felt this was a good piece on Twitter's origin and place in daily life.

Fish Where The Twits Are

Sorry to have not posted in a few weeks, I’ve been bit by the Twitter bug. Let me tell you how amazing a rabbit hole this new micro blogging sensation is. It won’t make sense right away but give it time and you’ll soon realize the amazing power of Twitter. Here are a few best Twitter practices to get you started:

1) It’s a community, you have to follow people and give relevant information to the community in order to earn followers. It will start slow but if you stay with it you’ll begin to see accelerated follower growth.

2) Have a plan, be known for a few focused topics that make you but be careful, constant self promotion will not keep followers. A 1 to 5 ratio of self promo versus topical focus is a nice balance.

3) Check out some of the services that are out there:

a. Highly recommend Tweet Deck, will change Twitter forever for you!

b. Use an auto responder to be more instant for new followers, make the message interesting. I use Tweet Later but only for the auto respond option.

c. Use a tiny URL service that allows you to track link clicks, I personally love bit.ly.

d. Put it on your phone, awesome if you take public transit. I have a BB and use TwitterBerry. My buddy @clybecker (that’s Charlie’s Twitter handle or address in non-Tweet terms) has an iPhone and really enjoys TwitterPhone.

4) Finally check this article and the video I posted before. This will help covers some of the basic.

You’re saying great but what does this have to do with the radio industry; did you see Lily Allen’s Twitter fun on her West Coast US swing?

Now imagine this in radio land then think about tastefully tying in a sponsor with a clickable link?!? What is the value to a brand of being pushed in front of a passionate audience in an interactive manner today? Personal devices are becoming more important than any other possession. Radio needs to learn to stay on, interactive, and engaging on these new personal devices, it’s critical in my opinion.

If you make the leap to Twitter please search me out, my handle is @joshdirks.

TFF = Twitter Friend Friday

Count me on the ever growing bandwagon called Twitter. It’s fantastic, informative and made sense to me from the get go vs other social sites. Now I will admit there is some stupid s*$#t on Twitter at times. But search some topics that apply to your job, life, and/or passion. Find a few tweets you think are interesting or you identify with, follow these Tweeters. If you’ve done it right you’ll find out all kinds of things you used to only hear about if you researched or sought out. There are also a few lists of does and don’t out there which I think are helpful to those starting your Twitter existence. I think the most important point made is to share stuff that benefits the community, including other Tweeters you found useful. This brings me to TFF or Twitter Friend Friday.

Twitter Friend Friday (TFF) is not my idea but unfortunately in the large amount of reading I have done I have lost the source. If you find the original ninja of TFF please tweet me. Until then this was my interpretation of TFF: On Friday’s, tweet three Tweeters you have found useful/funny/helpful/enlightening….. you get my point, that week. This gives others that follow you a chance to discover new Tweeters they can also follow. It’s also a nice way of recognizing those Tweeters that are giving useful information to the community. It what I like to call our own user driven Twit-dora (OK I know that was super cheese, could not resist).

So this next Friday put a reminder in your calendar to tweet those that made your Twitter week exceptional. (Hint: RT this ASAP)