Drupalcon Keynote

gahrrrr… I LOVE it when someone gives you a kick-in-the-pants!

Karen McGrane

I gave a keynote at Drupalcon Portland, and here is the video, my slides, and my speaking notes, which I formatted using the convenient WYSIWYG toolbar at the top of my editing blob. My talk starts around minute 24 of the video.

I owe a lot of my success to Drupal. Let me be clear, I’ve  never installed Drupal, I don’t know my Drupal username, if I find myself on the command line it means something has gone terribly wrong. I’m not a Drupal developer. But understanding Drupal—how it thinks about content, how users interact with it—has deeply informed and inspired a lot of my thinking around the future of content. I wouldn’t be where I am today without this community. I’m not just saying this to flatter you. I’m really humbled and grateful and super excited to talk with you about the future of content today.

It’s impossible to talk about…

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From interruption to integration: are we at scale yet?

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I love change, chaos and disruption.  In my industry (media and marketing), disruption happens frequently (yay!).  A case in point being the change from single channel marketing to multi-channel  / omni-channel  marketing or whatever term you use to indicate that the marketing message is FIRST and the media/platform is viewed as secondary delivery tactics.

Since I love change, I am always on the look-out for areas in the media/marketing world in the process of change. And not just micro-changes, but also big, revolutionary, disruptive changes that indicate someone may go out of business if they don’t change.

To me, the litmus test for really disruptive change is: can this change become mainstream?  In my world “mainstream” means that all small businesses and part-time marketers can do it. Not ARE they doing it (adoption), but CAN they do it (capability).  The key indicator of capability is the disruptive ideas ability to scale, since there are a large volume of small businesses.

Here is an example of how social marketing at scale lead the way for disruption:

  • Social platforms launch
  • A couple of small companies started using social for marketing (e.g., food trucks and twitter).  Guerrilla marketing, couldn’t scale.
  • The big companies with the big budgets and high tolerance for risk began the process of standardizing social marketing.  Nike was a real leader in this area.  Custom marketing + advertising, couldn’t scale.
  • A few years ago facebook and twitter introduced self-serve ad systems, and social marketing + advertising has now become do-able for small businesses.  Technology = scale.

From my perspective the next disruption on the horizon for the advertising and media industry is integrated advertising.  In this instance, integrated doesn’t mean a single message across all platforms, rather it means that the advertising is PART-OF or incorporated INTO the story.  Traditionally, advertising has been an interruption of the consumer experience:

  • The TV show is stopped so the ad can play
  • The magazine article is continued on another page to make room for a page of advertising
  • The web-content is reduced to 2/3 of the page in order to make room for ads in the surrounding areas.

In all instances the content (the user intent) is interrupted in order to accommodate the advertiser or sponsors message.  But this concept is changing. Advertising is no longer an interruption of the story, but is actually integrated into the story.  Here are some examples:

  • Yahoo’s Get The Look (see the photo inset). On yahoo!, when I scroll through photos of celebs at a red carpet event, I can roll over the photo and see a promotion for a similar product.  I see it, I like it, I click it, I buy it.  Moving from interruption to integration.
  • Branded Content or Branded Entertainment.  Product placement has existed in the entertainment industry for decades, Branded Content is just the next evolutionary step.  If you haven’t see it yet, then you have to see AT&T’s Daybreak as an example of what this really looks like.
  • Content Marketing.  Here, the brand creates the content as part of the over-all business value proposition.   The popularity of Sponsored Content on linked-in, facebook and yahoo supports this point.
  • Second-screens and Internet TV adds a whole other dimension of integration with the concept of t-commerce.  And my list could go on…

However, this raises the question: is integrated advertising just a bubble or is this a true disruption of the advertising system?  And to answer this question I will apply my test for disruption:  is it starting to scale?  Me thinks so, and here is why:

  • In my previous Product role, we introduced video production services to small businesses, and this business is still going strong.  Last time I checked we had created over 40,000 small business videos.  Video content at scale.
  • Last week at the Content Marketing World Conference I met the CEO of crowdsource.com.  They connect content creators with small businesses via an online interface.  Content at scale.

I think there are a few more pieces that need to be developed before I can put a check in the “done” box, but it looks to me like integrated advertising is beginning to scale, which means disruption is just around the corner.

Agreed?

Content Marketers Bestest Friend – Ever!

Photo lenses for an iPhone

On my Christmas List this year!

Okay – it’s not often that I’ll promote something for another company – but this is honestly brilliant!  Photo lenses for your iPhone!  As a corporate storyteller, my iPhone is the best tool in my arsenal.  Add cool gadgets like these and *pow* from best tool to my bestest – ever.   Let me know if there are any other tools that you love!

eBay’s Second Screen App – Getting Closer to Compulsive Shopper Nirvana

Late last year eBay entered the 2nd screen market.  Below is a video demo of their app.   Great concept, but still missing a key component:  the ability to purchase the actual clothes, housewares, books or gadgets that I’ve just seen on the screen.  Maybe not the original item – but at least a similar item made by the same product maker.

This highlights the importance of the content producers and/or transmedia producers in the eco-system of 2nd screens. Finding sponsors and/or partners for products in the show and then tagging the media is not something easily done as an afterthought.  Fantastic costumes in your show?  I bet there is someone who would produce contemporized/street ready versions.  Cool gadgets?  The maker communities are alive and flourishing.   However, this eco-system needs to be created earlier in the process – possibly during the development phase.

Although this means more work and complexity up-front, it eventually turn into a win-win for everyone:  consumers  purchase the products they’ve actually seen and want, content producers develop an additional revenue stream (i.e., a portion of the sales  revenue) and the product creators get additional exposure and revenues.  Win-win-win.

Ebay brings us close to this shopper’s nirvana, but not quite there.

A Guide to Convergent Out Of Home

The following presentation is from posterscope (http://www.posterscope.com/)

Yep – it’s kinda long, but well worth taking the time to read.  They did an awesome job of visually representing what is happening in the world of Digital-Out-Of-Home.  Best part (imho) is the re-definition of a screen: basically, projectors allow you to turn anything into a screen.

And, can an argument be made that providing a digital overlay on a physical item is basically creating augmented reality? Me thinks so.

Transmedia marketing in the physical world with digital overlays, NFC, QR codes, Location Based Services, and the list goes on….   This is a great time to be a marketeer.

(click on this link if Slideshare is being funky:  http://www.slideshare.net/Posterscope/guide-to-convergent-outofhome)