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 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

A Brüno Case Study: The 2009 Audience uprising! (Part 3)

Part 3 – New 21st Century Strategies for SuccessUnknown

Brüno was the first film to be so drastically effected by the power of the audience – who had an opinion, broadcast it and drowned out the marketing messages. This Coup d’état on Hollywood, from audiences over studio giants, has effected how the entertainment industry creates and sells stories. For the industry to survive, it will need to understand, accept and adapt to these changes (see Hollywood and Disruptive Storytelling).

So what exactly does the ‘Bruno’ story teach Hollywood about how to craft an IP in the age of social media? Continue reading

A Brüno Case Study: The 2009 Audience uprising! (Part 1)

Part 1 – The Story of Brüno

bruno_posterWith the rise of social media, there has been a dramatic shift in audience behavior and how they gather information and choose which movies to attend. This shift has had a dramatic effect on how we measure a movie’s success (or failure) at the box office, and in the ethos of culture. In the past, opening weekend numbers indicated a film’s success – a testament to the marketing campaign and the studios wisdom in choosing a successful story. Today, social media provides a means for the audience’s voice to grow louder than that of the marketing campaign. Which makes it extremely challenging (if at all possible) to sell a bad movie to the masses.

When did this change? Back in 2009, we saw the shift when Universal’s Brüno hit the marketplace. Let’s break it down and see what happened and what it means for releasing films today. Continue reading