4 Reasons Audience Development Will Replace Traditional Marketing

1) Customers = AudiencesUnknown-4

With all the new devices and media platforms, to truly engage customers with added value content they want to be entertained. Brands that will succeed in the 21st century will be those that embrace this role of becoming entertainers and focus not on converting customers but building audiences. Check out RedBull who has masterfully done this and now claims 42% of the market share for energy drinks.

2) Larger Audience = Larger Profitsimages

The answer of how to monetize in a digital age lies in audience development. The larger your brand loyal audience is, Continue reading

Social Media Redefines The Hollywood Marketing Machine

Neon Tommy: Annenberg Digital News

By Alex Gold June 22, 2014 | 9:31 p.m. PDT Staff Reporter at Neon Tommy

Click here to read the original article at Neon Tommy.

Photo Jun 23, 4 14 54 PMIn the entertainment industry, social media has become an increasingly important method to engage fans, track and measure sentiment, and drive business actions based on big social data.

At Silicon Beach Fest, a panel of experts discussed how they incorporate social media into multi-billion dollar franchises for content distribution, audience engagement, and social analytics. The panelists offered their advice and experience integrating social media with TV shows, live events, broadcasts, and film campaigns.

The panel included industry heavyweights such as Josh Spector, Managing Director of Digital Media and Marketing for The Academy of Motion Picture Arts and Sciences, and Lara Hoefs, CEO of StoryDisruptive and brand manager of the Twilight Saga. Other notable speakers included Hannah Stiefel, TV Marketing Specialist at ABC, and Dan Levitt, VP of Business Development at Jammer.fm. Continue reading

Silicon Beach Fest: Social Media, Big Data & Ellen Selfie

Photo Jun 23, 4 14 54 PMLast week at Silicon Beach Fest I was on the Social Media & Big Data panel with Josh SpectorMarc KarzenDan LevittHannah Stiefel, and Salvador Aceves where we discussed how to engage social audiences by knowing your audience via big data and then using this data to build a relationship with them that serves them as much as it serves brands.

Much ground was covered and discussed, though the highlight was to hear Josh Spector discuss the evolution of social media around the Oscars and, in particular, the infamous, branded, Ellen selfie that went far and wide. This selfie was a genius moment that served all involved by giving something of value to the audience while simultaneously capturing a large number of eyeballs for both Samsung’s Galaxy and the Oscars. A win-win for everyone – audience & brands. What a great successful 21st century content and social marketing moment.

Overall, it was a great panel discussion which added to the larger, inspiring conference that was rich with insights and people passionate about innovation and business.

Silicon Beach Fest 2014: Social Media & Big Data Panel

Photo Jun 23, 4 14 54 PMLast week, Lara Hoefs was invited to speak at this year’s Silicon Beach Fest on the Social Media & Big Data panel with Josh SpectorMarc Karzen, Dan LevittHannah Stiefel, and Salvador Aceves. They had a rich discussion on social currency, big data and how social media is changing Hollywood. For more details on the discussion, check out this article written by USC Annenberg’s digital news source Neon Tommy.

Cross-Platform Storytellers = Audience Architect + Story Architect

Information-TechnologyitTo create successful cross-platform story experiences, it’s important to understand there are two sides to the transmedia coin. Transmedia only begins at creating story across platforms; the other half is building a cohesive cross-platform audience experience. The two go hand in hand when building engaging, moving story experiences.

Several years ago, understanding that storytelling was evolving in a new media age, the visionary Lance Weiler made a shift in how he identified as a storyteller and he moved away from identifying as a filmmaker to that of a story architect.

images“At one point I considered myself a film-maker but those days are long gone. I now consider myself something akin to a story architect, in the sense that the stories I tell encompass design, delivery and technology.” – Lance Weiler, 2009

As we build story experiences in this connected digital age, one side of creating story experiences is building story architecture and the other is building audience architecture. Continue reading

Joss Whedon: Reinventing Hollywood by Giving Away Apple TVs

This month’s Story Entrepreneur award goes to Joss Whedon.Unknown-2

And here’s why …

Last month, while Joss Whedon was on set filming The Avengers, his film In Your Eyes debuted at the Tribeca Film Festival where he then announced that the film would be available to rent immediately via the film’s site, powered by Vimeo, for only $5. Not only is that a fabulous digital distribution plan with direct monetization, but what happens next makes this film strategy ground breaking.

Basically, he had an audience strategy!

Screen Shot 2014-06-05 at 1.49.12 PMOnce audiences started renting the movie, Joss and team started sending out thank you gifts! Yes, they sent gifts thanking their audience for watching. And they were not small gifts, they sent Apple TVs, Xbox Ones, Weber grills and cacti! And they sent them to audiences around the world in Germany, Australia and the UK!

This distribution model and reverse crowdsourcing is brilliant, on so many levels! Here’s a few … Continue reading

What is Transmedia? 3 Basics Hollywood And Marketers Need to Know

UnknownTransmedia is being used a lot right now in Hollywood. And yet most people are still perplexed on what transmedia is. So let’s get right to it and review in profoundly simple terms what transmedia is and why the future of “The Biz” is reliant on understanding how to use it effectively, not leave dollars on the table, not miss audience opportunities and to increase profitability and sustainability of the brilliant (and occasionally not so brilliant) brands we create.

1) WHAT IS TRANSMEDIA FROM A STORY TELLER’S PERSPECTIVE?

Transmedia is storytelling across platforms. Basically, it’s providing story experiences across multiple media platforms (not just one), such as film, TV, books, games, consumer products, online, social media, live events AND theme park experiences. It’s more than multi-platform marketing because it’s the story world  and not marketing messages that crosses platforms to engage audiences. Good examples of large transmedia properties are Star Wars, Tron or Avatar. Continue reading