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CAPITALIZING ON US NEW MEDIA
     AND ENTERTAINMENT
       OPPORTUNITIES
My goal: 
   To give you the tools and help you
 understand how to sell your products or
services to US companies in the shortest
amount of time and with the least amount
                of money
My biggest lessons
•    Look at a problem through the lens of consumers. Your USP should be
     different for each audience.
•    Begin with the audience and strategy first.
•    If things are going poorly, customers will call BS quicker than you can
     fix it. 
•    Brands are lazy and don’t like sifting through lots of ideas. 
•    Act with integrity no matter what. 
•    Worry about making something useful, not how disruptive you can be.
•    Sometimes you just need to do the work to prove your value.
•    Invest in relationships, not deals.
Changing landscape: Media, technology
  and entertainment are converging
A really simple snapshot of the old model
But technology has changed the
      traditional dynamics
Social media explosion
The Social Web 
• Social Media has overtaken pornography as the number one online activity
• Over 1 Billion people use social networking tools
• It’s the fastest growing activity on the internet
• It’s the fastest growing form of corporate marketing
A New Profit Center
• 66% of marketers utilized social media in 2009
• 55% of marketers shifted funds from their traditional marketing budget
• $3.1 billion marketing spend by 2014
Mobile growth
•  Apps sold: over 58 million app store users spend an average of $4.37 on
   apps every month in the $1.5 billion per year Apple app market place (paid
   & free ad-based app revenue).
•  Mobile adoption: Mobile US internet adoption outpaces desktop adoption by
   10 quarters with 51% of phones expected to be smart phones by Q3 in 2011.
•  Mobile ad spend: over $1 billion in 2012 .
•  Master impact: 63% of brands plan to create a mobile application in the
   next 12 months.
Branded entertainment expands 
•  Spending on branded entertainment grew by 5 percent in the U.S. in 2009 to
   reach a total of $26 billion. It is expected to grow another 8 percent to $28
   billion in 2010.
•  In 2010 some 62 percent of marketers are shifting funds for branded.
   entertainment away from traditional TV budgets, up from 52 percent last year.
•  Consumer video camcorders (and digital cameras supporting video capture
   capability) which range in price from $150 - $2,000.
•  Return on engagement is greater than return on insertion.
•  The internet offers near endless distribution opportunities.
Network                       Network Ad
Production                        Sales
                                                                            Brand	

 Creative	

                   Production
                                Creative	


                                                 Mobile
                                                Platform	

                 Online
               Distributor          Social
               /Exhibitor	

                                   Network	

                    New
Content
Creators	

                                                   Technology
                                                               Company	




                                                                                Interacti
                                        Talent                  Mobile             ve
                                                                Agency	

        Agency	

                                        Agency	


       Production	

                                                                       Agency	

        Company	

                                                                    Social
                                                                                     Design
                                                                    Media
                                                                                     Agency	

                                                                    Agency
Brand Entertainment
Landscape


                          Producers /
                          Distributors/
                           Exhibitors

                      Content Creators /	

                         Producers /	

                          Exhibitor/	

                         Distributor
Good News!
Chaos breeds opportunity.
Create a personal brand 




Strategy & Tactics
• Build a personal brand with over 1 million followers
• Legally changed his name to Chad Ocho Cinco in order to circumvent NFL’s policy.
• Ustream channel with 9,000 follower
• a Motorola-sponsored Facebook fan page with over 20,000 followers,
• And his own iphone app
• A reality TV dating show on VH1 (Ocho Cinco for 86 dates)
Create a show for a brand




Strategy & Tactics
• Revitalize Altoids edgy “cool” brand
• Successfully integrate brand message into scripted content without sacrificing
entertainment value
• Build momentum using Facebook and Twitter
• Launch marketing campaign utilizing Daily Motion for an exclusive launch
Create a transmedia series




Strategy & Tactics
• Create a digi-novel in which each book will be supplemented with 20 videos, or "cyber-
bridges," featuring actors playing characters from the novelMade it available for $13 on
iTunes
• Allowed the community of roughly 30,000 Level 26 fans to impact future storylines for
the projected three-book trilogy
Take a virtual roadtrip




Strategy & Tactics
• Google Maps Road Trip was the first live-streaming broadcast cross-country road trip:
using only Google Maps, the pair drove from Los Angeles to Richmond, VA
• Ongoing chat room, allowing people to join the roadtrip as passengers
Expand to ancillary channels




Strategy & Tactics
• Find an alternative outlet that allowed for my personal engagement with fans
• More than 50 million downloads in its first year — and was named iTunes’s best audio
podcast of 2009. Carolla now has 2.8 million listeners a month
• eMarketer predict that U.S. podcast listenership will approach 38 million by 2013, more
than double 2008’s audience
Start a blog




Strategy & Tactics
• Young Black and Fabulous simply because I was just another young black woman
addicted to celebrities, gossip, and how they lived the fabulous life 
• One blogger and several contributors= 250k monthly uniques
Create a contest




Strategy & Tactics
• Murphy-Goode was looking for a “Lifestyle Correspondent” to live on site at the
Murphy Goode winery for 6 months, learning all about wine, wine making, wine tasting
and surrounding Sonoma wine country
• Over 2,000 qualified applicants and 100,000 fans
• BUT, ex-TechTV and Revision3 host Martin Sargent was the clear winner. His
submission received 6,600 votes, more than 3 times as many as the second place video,
and more votes than the next 4 or 5 candidates combined
Build an app to revive sales




Strategy & Tactics
• Option for customers wanting to order their pizza, pasta and wings from Pizza Hut
while on the go
• After being live in the App Store for three months, the Pizza Hut application for Apple’s
iPhone and iPod touch has surpassed $1 million in sales
So what does this all mean and how can
  you capitalize on the opportunities?
Communities drive brands, conversations drive traffic
• Social capital (size of community+ volume of conversations) = money
• Average media value of a Facebook fan at $3.60
• The most influential twitter, Kim Kardashian, is paid $10,000 Per Tweet

Position yourself to capitalize on opportunities
•  You MUST become a social brand- selling directly to your audiences and
   building your services/brands into their conversations
•  Content owners, media distributors and agencies need to build a new set
   of capabilities now: cross-platform innovation, greater insights, open
   collaboration and digital processes
It’s all about conversations
And what does this all mean for
finding opportunities in the US?
What you need to know to sell your services
•  You have two choices: Be everything to everyone or be something to
   someone
•  Look at advertising agencies as general contractors
•  Tell your story: Start with market research and focus on a key insight on
   why you matter
•  Focus less on media and more on conversations with fans
•  Simple modest goals are most likely to succeed
Where to focus your efforts
•  DO NOT spend money on sales and biz dev employees (before you really
   need them)
•  DO find partners to upsell your products and collaborate on pitches
• DO NOT spend time on a fancy sales presentation or flattering egos
•  DO spend time offering your service or product at a discounted rate to
   create case studies for your company
+1-310 584 7362
Ryan@hooraysociety.com
Twitter.com/hooraysociety
  Facebook.com/Hooray
    Hooraysociety.com

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CAPITALIZING ON US NEW MEDIA AND ENTERTAINMENT OPPORTUNITIES

  • 1. CAPITALIZING ON US NEW MEDIA AND ENTERTAINMENT OPPORTUNITIES
  • 2. My goal: To give you the tools and help you understand how to sell your products or services to US companies in the shortest amount of time and with the least amount of money
  • 3. My biggest lessons •  Look at a problem through the lens of consumers. Your USP should be different for each audience. •  Begin with the audience and strategy first. •  If things are going poorly, customers will call BS quicker than you can fix it. •  Brands are lazy and don’t like sifting through lots of ideas. •  Act with integrity no matter what. •  Worry about making something useful, not how disruptive you can be. •  Sometimes you just need to do the work to prove your value. •  Invest in relationships, not deals.
  • 4. Changing landscape: Media, technology and entertainment are converging
  • 5. A really simple snapshot of the old model
  • 6. But technology has changed the traditional dynamics
  • 7. Social media explosion The Social Web  • Social Media has overtaken pornography as the number one online activity • Over 1 Billion people use social networking tools • It’s the fastest growing activity on the internet • It’s the fastest growing form of corporate marketing A New Profit Center • 66% of marketers utilized social media in 2009 • 55% of marketers shifted funds from their traditional marketing budget • $3.1 billion marketing spend by 2014
  • 8. Mobile growth •  Apps sold: over 58 million app store users spend an average of $4.37 on apps every month in the $1.5 billion per year Apple app market place (paid & free ad-based app revenue). •  Mobile adoption: Mobile US internet adoption outpaces desktop adoption by 10 quarters with 51% of phones expected to be smart phones by Q3 in 2011. •  Mobile ad spend: over $1 billion in 2012 . •  Master impact: 63% of brands plan to create a mobile application in the next 12 months.
  • 9. Branded entertainment expands •  Spending on branded entertainment grew by 5 percent in the U.S. in 2009 to reach a total of $26 billion. It is expected to grow another 8 percent to $28 billion in 2010. •  In 2010 some 62 percent of marketers are shifting funds for branded. entertainment away from traditional TV budgets, up from 52 percent last year. •  Consumer video camcorders (and digital cameras supporting video capture capability) which range in price from $150 - $2,000. •  Return on engagement is greater than return on insertion. •  The internet offers near endless distribution opportunities.
  • 10. Network Network Ad Production Sales Brand Creative Production Creative Mobile Platform Online Distributor Social /Exhibitor Network New Content Creators Technology Company Interacti Talent Mobile ve Agency Agency Agency Production Agency Company Social Design Media Agency Agency
  • 11. Brand Entertainment Landscape Producers / Distributors/ Exhibitors Content Creators / Producers / Exhibitor/ Distributor
  • 12. Good News! Chaos breeds opportunity.
  • 13. Create a personal brand Strategy & Tactics • Build a personal brand with over 1 million followers • Legally changed his name to Chad Ocho Cinco in order to circumvent NFL’s policy. • Ustream channel with 9,000 follower • a Motorola-sponsored Facebook fan page with over 20,000 followers, • And his own iphone app • A reality TV dating show on VH1 (Ocho Cinco for 86 dates)
  • 14. Create a show for a brand Strategy & Tactics • Revitalize Altoids edgy “cool” brand • Successfully integrate brand message into scripted content without sacrificing entertainment value • Build momentum using Facebook and Twitter • Launch marketing campaign utilizing Daily Motion for an exclusive launch
  • 15. Create a transmedia series Strategy & Tactics • Create a digi-novel in which each book will be supplemented with 20 videos, or "cyber- bridges," featuring actors playing characters from the novelMade it available for $13 on iTunes • Allowed the community of roughly 30,000 Level 26 fans to impact future storylines for the projected three-book trilogy
  • 16. Take a virtual roadtrip Strategy & Tactics • Google Maps Road Trip was the first live-streaming broadcast cross-country road trip: using only Google Maps, the pair drove from Los Angeles to Richmond, VA • Ongoing chat room, allowing people to join the roadtrip as passengers
  • 17. Expand to ancillary channels Strategy & Tactics • Find an alternative outlet that allowed for my personal engagement with fans • More than 50 million downloads in its first year — and was named iTunes’s best audio podcast of 2009. Carolla now has 2.8 million listeners a month • eMarketer predict that U.S. podcast listenership will approach 38 million by 2013, more than double 2008’s audience
  • 18. Start a blog Strategy & Tactics • Young Black and Fabulous simply because I was just another young black woman addicted to celebrities, gossip, and how they lived the fabulous life  • One blogger and several contributors= 250k monthly uniques
  • 19. Create a contest Strategy & Tactics • Murphy-Goode was looking for a “Lifestyle Correspondent” to live on site at the Murphy Goode winery for 6 months, learning all about wine, wine making, wine tasting and surrounding Sonoma wine country • Over 2,000 qualified applicants and 100,000 fans • BUT, ex-TechTV and Revision3 host Martin Sargent was the clear winner. His submission received 6,600 votes, more than 3 times as many as the second place video, and more votes than the next 4 or 5 candidates combined
  • 20. Build an app to revive sales Strategy & Tactics • Option for customers wanting to order their pizza, pasta and wings from Pizza Hut while on the go • After being live in the App Store for three months, the Pizza Hut application for Apple’s iPhone and iPod touch has surpassed $1 million in sales
  • 21. So what does this all mean and how can you capitalize on the opportunities?
  • 22. Communities drive brands, conversations drive traffic • Social capital (size of community+ volume of conversations) = money • Average media value of a Facebook fan at $3.60 • The most influential twitter, Kim Kardashian, is paid $10,000 Per Tweet Position yourself to capitalize on opportunities •  You MUST become a social brand- selling directly to your audiences and building your services/brands into their conversations •  Content owners, media distributors and agencies need to build a new set of capabilities now: cross-platform innovation, greater insights, open collaboration and digital processes
  • 23. It’s all about conversations
  • 24. And what does this all mean for finding opportunities in the US?
  • 25. What you need to know to sell your services •  You have two choices: Be everything to everyone or be something to someone •  Look at advertising agencies as general contractors •  Tell your story: Start with market research and focus on a key insight on why you matter •  Focus less on media and more on conversations with fans •  Simple modest goals are most likely to succeed
  • 26. Where to focus your efforts •  DO NOT spend money on sales and biz dev employees (before you really need them) •  DO find partners to upsell your products and collaborate on pitches • DO NOT spend time on a fancy sales presentation or flattering egos •  DO spend time offering your service or product at a discounted rate to create case studies for your company