Friday, January 31, 2014

Live from #MediaInsight: Comedy Central: More than a TV Network


Angela Hamlin, VP Research, COMEDY CENTRAL

Stand-up comedy is a huge draw for the millennial audience.  Over 1.5 million people have downloaded the CC: Stand-Up app thus far, and stand up programming is extremely popular for the network.

Stand-up is frequently shared.  Fans want to experience stand-up with others even if they aren't in the same place - sending links and watching content virtually "together" is something that millennials do often.  

Fan Fundamentals:

1. Relatable - stand-up speaks to and for millennials 

2. Topical - truth and knowledge equal power.  Comedy is a safe space for hot button issues like race and politics

3. Diversity - this goes far beyond race.  Gender, sexual orientation, and religion are all on the table.  By laughing at difference, millennials expose themselves to other points of view 

4. Courageous - edginess is an important characteristic.  In some situations, if comedy can offend, comedy can transcend.  Censorship is not cool - while millennials understand that there are some situations that require a dialed-down approach, in general 60% say that censorship takes away from the art of comedy

When asked if there is a line that shouldn't be crossed, millennials are clear - pretty much everything is fair game, as long as it is delivered without hate

ABOUT THE AUTHOR

Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

Live from #MediaInsight: Women + Mobile: The Unbreakable Bond


Caryn Klein, VP, Research & Insights, TIME INC.

There is an incredibly strong relationship between women and their mobile devices today.  88% of women say that their mobile device "keeps me in-the-know."  It's truly an addiction for many women, more so than is the case with men.  

Down time becomes now time - texting, social media, and online shopping have filled the gaps for women and essentially eliminated any down time that previously existed.  

Pinterest and Instagram have become vehicles for personal expression and inspiration.  

Online shopping has become a game for many women.  She's looking for coupons, making shopping lists, doing her research - and it's NOT work for her.  

Rules of engagement for women and ads:

1. Ask her permission
2. Share her interests
3. Look your best
4. Engage her in conversation: ads should be a two-way interaction - a relationship

Rewarding women for interacting with ads is huge - if you can make her a part of the message, you can break through.

Key insights:

1. It's an unbreakable bond between women and devices - don't butt in, but make content relevant and real

2. Down time becomes now time.  There's more opportunity to reach women, but consider when, where, and how

3. Amplifying her voice.  She's creating her own brand image, and can be an ambassador for yours

4. She's using her device through every step of mobile shopping.  Knowing when, where, and how can make all the difference to your marketing strategy 

5. Mobile ads are tricky - don't intrude, but do bring her into the conversation.  

ABOUT THE AUTHOR

Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

Live from #MediaInsight: The Impact of Technology: Tales From the Consumer Electronics Show


Lori Schwartz, Tech Catalyst and Principal, WORLD OF SCHWARTZ, Managing Partner, STORYTECH

Technology is all about a good story.  

Growth is exponential, and if you don't move fast you are on the path to doom.  

20,000 new products debut at CES.  Here are some key trends:

1. The Future of Cloud Base Entertainment: Business are meeting in the cloud due to sharing services - there are new opportunities for business who would have never worked together in the past to team up.  There is disruption within disruption in today's digital world - everything is changing constantly.  

2. Changing Channels: Content Disruption, Bundling, and the "Plussing" of Services: In 2013, overall 5 million homes had cut the cord.  "The Lizzie Bennet Diaries" won an Emmy by taking the "Pride and Prejudice" novel and applying it to today's Millennials via a web series - which in turn gave people a chance to buy products from the series via online channels.  

3. Islands in the Stream: Brands need to understand all of the little bits of consumers.  We share information in countless ways - you can tell Facebook that you have a back ache or Tweet that you went to the gym - and synthesizing this information is crucial to understanding the full picture.  This also ties into the Internet of Things - where objects will work together to get smarter and provide a more connected experience without humans being involved at all.  

4. The Roar of the Crowd: The role of the audience has never been so big.  It's a time of "hyper-personalization."  

5. Whose Brand is it Anyway?: Polaroid, for example, had to figure out how to adapt their brand for today's world.  Enter the Socialmatic: http://www.social-matic.com/site/

At CES this year robots were huge - they are changing how we do business in a very real way.  Science-fiction is coming true.  

iBeacon: Bluetooth and GPS mix to know who you are and send relevant information straight to your phone.  This is already at certain subway stations in NYC, and will be everywhere very soon.  

ABOUT THE AUTHOR

Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

Live from #MediaInsight: How Digital Has Disrupted Consumer Behavior Forever

This morning on the last day of our inaugural Media Insights & Engagement, James McQuivey, Ph.D., VP, Principal Analyst, FORRESTER, and Author, DIGITAL DISRUPTION, spoke to us about how How Digital Has Disrupted Consumer Behavior Forever.

The consumer has already been disrupted. Will you join them? It's now necessary from the business side to create these experiences and relations in a way that has been unprecedented before.

You must join them and disrupt yourself.

Digital disrupters raise the bar:

they build better experiences
create stronger customer relationships
deliver efficiency, doing it faster than competitors

 Digital Disruption Economics:

More people empowered, more ideas, going to market, operating at a 1/10th of the cost with 100x the power.

Media Industry examples: more people create and distribute content for free, creating a super abundance of content options. (not replacing content, but enhancing the offerings)

Whoever has the relationship with the viewer, wins.



To participate you must digitally disrupt your customer relationship.

Media companies will want to distribute to these screens.
  • Retailer will want to use them to sell products
  • Manufacturers will want a direct connections
  • Platforms will try to own the whole experience
Who wins the relationships? Because in the end that's who wins.



It's a senior level decision to get every one ready and prepared to do begin connecting at every customer touch point.


ABOUT THE AUTHOR
Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

Live from #MediaInsight: The Future Begins Now: How Current Trends are Shaping the 10 Growth Areas of Tomorrow


Jared Weiner, Futurist and Vice President, WEINER, EDRICH, BROWN takes us through the key growth areas for the future 

The recognition of educated incapacity: knowing so much about what you know, that you are the last to see the future of your area of expertise differently.  Everyone suffers from this.  The fix is to use your "alien eyes" - explore new things and look at industries from different angles to keep yourself sharp.

The emerging metaspace economy: ten growth areas of the future, all of which will influence media and insights.  

1. Time Space: Time is becoming simultaneous, not sequential.  Everything is getting shorter.  When we didn't have time for email we moved to tweets.  When we couldn't take the time to tweet we moved to videos and imagery (i.e. Instagram).  This is where communication is headed.  

2. Inner Space: Neuro imaging, sensory, neuro transmitters - as we understand more about inner mechanics, our experiences will change.  Before long, we'll have video games that use sense to complete the experience - a soccer game that pumps out the scent of freshly cut grass, a baseball game that emits the smell of hot dogs, etc.

3. Design Space: It wasn't long ago that design was on the fringe.  Now design thinking and user experience are huge for any successful enterprise.

4. Play Space: Gamification is the new normal - think about how many reward programs you are a part of.  Adult play is growing - employees are starting to have fun at the workplace.  Amusement isn't just for kids anymore.  

5. Storage Space: Storage of data is key - computing power and big data are increasing exponentially.  How and where do we store everything?

6. Cyber Space: The next frontiers in cyber tech, including not just apps but augmented reality (i.e. Google Glass) and virtual reality - people are using avatars in virtual environments to help inform the real world.

7. Inter Space: The Internet of Things - software, platforms, technologies that are communicating with each other without any human interaction.  The future is about the smart interconnected home.  

8. Outer Space: GPS, geolocation technology, space tourism.  It's not just sci-fi anymore.  

9. Micro Space: Nanotechnology and new materials technology (3D printing).  

10. Green to Blue Space: the shift from doing green to being green - having zero impact on the environment - and then to blue: actually giving back to the environment.        

ABOUT THE AUTHOR

Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

Thursday, January 30, 2014

Live from #MediaInsight: Breaking Down Syfy's Defiance: A Deep Dive into the Groundbreaking Transmedia Experience

Sara Moscowitz, SVP, Strategic Marketing, SYFY and Jon Giegengack, Principal, HUB ENTERTAINMENT RESEARCH explain the impact of the first true transmedia experience

Syfy is focused on "reinventing storytelling" by involving consumers with live viewing experiences, extended/adjacent storylines, and activating a social feedback loop.

Defiance was the first jointly developed TV show and game - designed to be consumed together but able to stand alone. There is frequent crossover, where a plotline that happens in the game is picked up in the next episode of the show.  

When Defiance was released, it became NBCU's biggest day-and-date launch of all time.  But the question was, how much did the transmedia experience factor into this?

To answer this, Syfy first looked at the response to the concept - and found that 75% of people were at least positive to the idea of a game and show co-existing.  

This co-existence also helped to bolster awareness of the property, which ultimately resulted in 85% of viewers watching the premiere and 66% of gamers pre-ordering or purchasing the game at launch.  

People who both played and watched had a more valuable experience - 70% said they enjoyed Defiance more once they started both playing and watching.  

People who watched and gamed were also more apt to look for other opportunities to engage - such as visiting the website, watching YouTube videos, heading to the Facebook page, etc.  

Almost half of the people who both played the game and watched were NOT regular viewers of Syfy - the transmedia experience helped the network appeal to a new audience, and also provided a completely new platform for advertisers.  

ABOUT THE AUTHOR

Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy