Super Bowl Ads have Changed

Super Bowl Ads have Changed

adapted from Huddle Productions post by Chris Yates on February 9, 2010 www.huddleproductions.com

Aside from being a great game, this year’s Super Bowl (Super Bowl XLIV) set a record for number of viewers (see www.usatoday.com/sports/football/nfl/2010-02-08-super-bowl-viewership_N.htm “Super Bowl XLIV draws most viewers in TV history”).  But do TV ratings still matter to marketers?  After all, the market has changed dramatically in the last few years.  For example, statistics show that 90% (or more) of viewers with TIVO or a DVR device, skip over commercials altogether.  That means that TV viewers are no longer pay attention to your commercials.

But how does this affect marketers?   Pepsi, for one, completely changed its approach  (see http://www.usatoday.com/money/advertising/2009-12-17-pepsi-superbowl-ads_N.htm “Pepsi won’t advertise in upcoming Super Bowl”) and chose not to advertise in this year’s Super Bowl, ending a 23-year run.  Instead, Pepsi decided to focus on social media, perhaps understanding that viewers  no longer pay attention to messaging because they are no longer willing to accept just anything you throw at them.

The distribution channels for TV programming, entertainment, and communication, have also changed dramatically over the last few years.  Viewers used to have NO choice but to listen at the messaging on TV.  Now we TIVO, text, YouTube, IM, Facebook, and Tweet.  The Viewer is now in CONTROL because it’s OUR CHOICE to what we want to listen to. That’s the biggest difference.

If you’re a company trying to reach your customer don’t just throw a message out there and hope that the $3 million you spent on a :30 second spot hits the right receiver.  Instead try something new…..be part of the conversation as you will stand a better chance to connect with them.

Licensed under a creative commons share-alike. Use freely and link to www.huddleproductions.com

Passion in Your Craft

In Crush It!, author Gary Vaynerchuk repeatedly speaks about passion and I thought this would be an interesting topic to discuss in how it relates to this company, Huddle Productions. Passion is defined in the Merriam-Webster Dictionary as a “strong desire or devotion to some activity.”  I think we are all familiar with this word.

But how do we define it and relate it to our lives or our jobs?  Perhaps some insights into the characters behind Huddle Productions will shed some light.  Take Chris Yates for example.  I have known Chris for 25 years and since the day I met him, you knew he was passionate person.

Chris did not wait to graduate college to begin his career. He started it while in college, gaining valuable experience that would set him apart from the rest of the pack.  It’s a great story and I know I won’t do it justice here, so when you meet Chris, be sure to ask him about it.

In a nutshell, Chris was passionate about sports.  And even though one of his claim’s to fame is intercepting Heisman Award winning quarterback Tye Detmer, Chris recognized that he wasn’t big enough or fast enough to play professional football.  So while in college, he began his 20+ year television career on Public Access TV.  For those of you old enough, you’ll remember that Public Access TV received its notoriety on Saturday Night Live when Mike Myers and Dana Carvey created the characters for Wayne’s World, which was later turned into two, well received movies. Remember this, though – Chris did this 3 years before Wayne’s World came out.  Chris created his first sports TV program in Austin, focused on the Texas Longhorns and Dallas Cowboys, who at the time conducted their training camp in Austin.

I was fortunate to be a very small part Chris professional start:  helping him film various events and interview various sports starts.  It must have been quite a sight to see a college kid using very antiquated equipment stand toe-to-toe with the big boys in the national media and professional sports.  At the time, Chris did the majority of the filming, interviewing, editing, and production.  And the reward for all this hard work?  A 2:00 A.M. time slot on Saturdays that each and everyone one of us stayed up to watch.

Chris parlayed this experience into a career that saw him start as low as one of the lowest markets in the nation Laredo (market 198) to working all the way up to one of the best Dallas (market 5). Along the way his creativity landed him 3 EMMY’s and numerous Katy, and Associate Press awards including the Sportscaster of the Year Award.

In 2007, Chris saw the proliferation of social networks and new distribution channels and joined forces with others who shared his passion to form Huddle Productions – a social media company specializing in video. In the short history of Huddle Productions, Chris has re-channeled that passion and energy into his company.  In doing so, he has even earned another EMMY!

Chris’ passion stood out throughout his media career and it continues now with his own company, Huddle Productions.

What Social Media Books Do You Recommend?

I have recently plowed through several books relating to Social Media and need your recommendations for my next round of books.  I’ve read Groundswell, Tribes, Clue Train Manifesto, and 4-Hour Work Week.  So what’s next?  Here are some that I’ve looked at on Amazon:

• Crowdsourcing: Why the Power of the Crowd Is Driving the Future of Business – Jeff Howe
• The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly – David Meerman Scott
• The Social Network Business Plan: 18 Strategies That Will Create Great Wealth – David Silver
• Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations. – Amy Shuen
• The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media – Paul Chaney
• Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing – Bernie Borges
• Inbound Marketing: Get Found Using Google, Social Media, and Blogs (The New Rules of Social Media) – Brian Halligan
• Crush It!: Why NOW Is the Time to Cash In on Your Passion – Gary Vaynerchuk
• Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust – Chris Brogan
• The Social Media Marketing Book – Dan Zarrella
• The New Community Rules: Marketing on the Social Web – Tamar Weinberg
• Socialnomics: How social media transforms the way we live and do business – Erik Qualman
• Secrets of Social Media Marketing: How to Use Online Conversations and Customer Communities to Turbo-Charge Your Business! – Paul Gillin
• The Social Media Bible: Tactics, Tools, and Strategies for Business Success – Lon Safko
• Wikinomics: How Mass Collaboration Changes Everything – Don Tapscott
• The Wealth of Networks: How Social Production Transforms Markets and Freedom – Yochai Benkler
• Here Comes Everybody: The Power of Organizing Without Organizations – Clay Shirky

Looking forward to your recommendations!

–Keith

GOOGLE Yourself !

Adapted from Huddle Productions article:  http://www.huddleproductions.com/?p=290

Original article by Chris Yates on September 11, 2009; Keith’s version … November 10, 2009

Several months ago, my friend Chris asked, “Have you ever Googled yourself?”  Most of us, would not readily admit it to this as it might make you seem very conceited.  And, in this day of the “brandividual,” I think it plays an important role.

Having earned my MBA many years ago, my identify has been closely associated with my employers or clients.  This list includes Nortel Networks, The Princeton Review, Sabre Holdings (formerly The Sabre Group), Nokia, Expedia.com, Hilton Hotels, FedEx, Chevron, Infosys, and LexisNexis.  If you Googled any one of those companies, you wouldn’t find me (unless you’re on Linked-In, then you might find me), but you will find a lot about them.

So, back to my questions:  What happens when you Google yourself?  Are you on the first page of search results?   If so, what are you doing to get there?  If your nowhere on the site do you think that matters?

Personally, I think we have to move past thinking that Googling yourself is tied to being vain.  You should not think of it as bragging or vanity because it’s really about measuring what you are doing to market yourself and determining what is working.  I know it has helped me and Chris tremendously understand how to be more effective online.

Two years ago, Chris Googled himself and had only one mention on the first page of Google results (and this was after 20 years in broadcast journalism).  For me, it was zero.  Turns out there are quite a few people named “Keith Knox” in the world and many of them seem to be leading very interesting lives:  race car driver, professional soccer player, professional boxer, professional table tennis player, scientist, musician, etc.

Chris and I then shifted our focus to marketing his company and brand online.  The results have been interesting for both of us.  Now when you Google Chris or myself the majority of mentions on the first page of Google are for us (and not the other Chris’ or Keith’s from two years ago)!

Please don’t feel odd about Googling yourself.  You should feel worse if your name is all over the front page and it’s NOT YOU.  Personally, I believe in a few years that business cards will become obsolete.  Everyone instead will say, “Just Google me!”

Videos increased Sales 500%

YouTube Videos increased Sales 500%

by Chris Yates on September 10, 2009

Some Business owners think YouTube Videos are for silly stunts of dogs riding skateboards, people dancing funny or individuals blending an iPhone. What use is all that? Well one of the three mentioned helped a company improve sales 500%

Blendtec makes the most powerful blenders in the world. So how exciting can that be? Everyone has seen carrots, tomatoes, celery being blended but an iPhone? Or what about blending a video camera? Or blending diamonds? What does this have to do with business? EVERYTHING!

Blendtec saw an opportunity to use YouTube and Social Media by thinking creatively. They wanted to market their blenders and their power but did it with humor. Their YouTube videos have been watched over 100 Million times.

What would that cost on Network TV? Millions. What did it cost on YouTube? Nothing. Sales of Blendtec since the videos were created have increased 500%.

So the lesson here is not about silly videos on YouTube but how to capitalize on them. I’m not saying you need to go stick your computer in a blender to get business. Just think outside the box and create some excitement for your business because if blendtec can make their business exciting so can you and if you can’t then just blend an iPhone instead.

Licensed under a creative commons share-alike. Use freely and link to huddleproductions.com

Customers are Your Best Marketers

If you want to have a successful marketing strategy then start with your customers. The customer should be one of your primary focuses in everything you do. If you win the respect of your customers then business will benefit because 70% of buying habits comes from referrals.

Huddle Productions recently gave a seminar on how using video can help business. The turnout was fantastic as we had over 100 business leaders in the Dallas area attend the event.  While this was great, it was what happened after the seminar that was even more impressive.

We have received many positive comments regarding our presentation / workshop. We are honored to hear all of the kind words. We also realize that if you put the customer first then marketing will take care of itself.

Here are the comments from some of those that attended the event. We thank you.

• Macarena

  “ Truly one of the BEST EVER seminars I have attended. Extremely informative, thought provoking, great ideas, and FUN. Chris and Keith need to come back for a Part 2 Seminar. Thank you SO much for putting this together!!! ”
• 
  Theresa Powell

  “ What an awesome meeting!!! Chris, Keith & Cynthia are top experts in their field. They made [their] presentation in a laid back manner w/ a side of humor! Very informative! This group of Emmy Award winning folks are not only knowledgeable; they are kind, witty & extremely approachable! What a pleasant power charged meeting. Huddle Productions laid out simple instructions on getting started using the power of video & You Tube. If you missed this meeting…you missed BIG! Thank you Sandy Norton & Stephanie Inge for your dedication in providing the DFW Social Media Marketing group members with FREE extremely powerful information. I can hardly wait for our next meeting! Thank you, Theresa Powell ”
• 
  Lissa Duty

  “ Quite informative and interesting. They were quite entertaining speakers. ”
• 
  Carl Hunt

  “ I really appreciated hearing from Chris, Keith and Cynthia – the Huddle productions team. Their perspective gave me more insight into promoting iCNS Treasury in the niche B2B world. I will utilize Linked In more now. Regards, Carl Hunt CNS Treasury ”
• 
  Roxie Pillow

  “ This is a great way of showing others what you do. I think it will help in many ways. ”
• 
  Sandy Norton

  “ Great presentation by Chris & Keith. They really showed us how the playing field has been leveled for everyone because of YouTube. Super video tips and ideas. Thanks so much. And congrats again on your Emmy win! ”
• 
  Victoria

  “ Very informative speakers. Will definitely use the information learned. ”
• 
  Peter Walker

  “ I got a great second opinion on how I should proceed with using video in our family run restaurant. Thanks! ”
• 
  Laurie Shook

  “ Entertaining speaker who knew his subject matter and engaged audience to show how video/social media could be applied to their business. ”

 

The Changing Marketplace

Social networks will fundamentally shift the way the corporate world speaks to us.  In the old school / traditional approach, corporate America engaged us through a monologue.   That is, they pushed “information” to us through print ads, direct mail, radio spots, and television commercials.  As technology progressed (ie, the Internet), they continued their push strategies through banner ads, pop-ups, and spam email.  As a result, statistics show that on average, each of us is bombarded with more than 3000 marketing messages a day.

Notice that I used the word “information.”  Should print ads, direct mail, radio spots, television commercials, banner ads, pop ups, and spam email really be considered information?  Do they adequately supply the consumer with the facts they need to make an informed decision about a product?  I say NO.  To me, they are just noise that most of us tune out.  An interesting fact that supports this is that 90+% of those with DVR-type devices fast-forward through television commercials.

Traditional marketing is geared towards a passive audience.  In today’s world, the consumer is more empowered and more engaged.  Yes, we may have only moved away from a television set to a computer monitor, but our activities are different.  For TV, we sit and channel surf.  For a computer monitor, we still surf, but we also read and with social media, we interact.  Websites provide content – true information about products, services, events, etc.  While many of these sites and much of this content still contain marketing ‘spin,’ we, as consumers of this information have more data points and are allowed to decide for ourselves what is valuable.

Let me provide you with some statistics to support the statement that “We have all grown to distrust advertising.”  A recent survey shows that only 14% trust advertisements.  Yet 78% of us trust the recommendations of other customers.  Let that sink in for a moment.   Now think about this:  only 18% of TV ad campaigns have a positive ROI.

The dynamics of the market place of radically shifted and you need to pay attention.   As consumers, we now have great control about the quality of information we receive.  And if you think about this from a generational standpoint, it is more profound that I previously thought.  For my whole life, the generation with the greatest influence has been the Baby Boomers.  But that is about to change:

• By 2010, Millenials / Gen Y will out number Baby Boomers
• This group already wields $350 B / year in direct spending power
• Spend more than 16 hours / week online
• 96% of joined a social network
• On average, they have 53 online friends
• They don’t care about your ad; they care what their friends think

Furthermore, for today’s active online users:

• 73% have read a blog
• 45% of started their own blog
• 39% subscribe to RSS feeds
• 57% have joined a social network
• 55% have uploaded photos
• 83% have watched video clips

The dynamics of the market place of radically shifted and you need to pay attention.   The Internet, social media, and other technologies are in the DNA the Millenials / Gen Y and their purchasing power and influence will only continue to grow.

Social Media – Fad or REVOLUTION?

Is social media just another fly-by-night fad or is it a revolution in the way we live?

I am utterly amazed by that fact that so many people do not yet understand the incredible shift that is taking place in the world today.  Time and time I again I hear that social media is just another fly by night fad.  Well, I disagree.  It’s not a fad; it’s a REVOLUTION.  Here are some facts that prove my point.

Let’s start with a comparison.  How many years did it take to reach 50 million users?

• Radio              –>      38 years
• Television     –>       13 years
• Internet         –>      4 years
• Facebook       –>       100 million users in 9 months

If Facebook were a country, it would be the 4^th largest.

Let’s start with another fact.  Today, baby boomers are the largest generation.  Did you know…?

• In 2010 they will be surpassed by generation Y

Let’s shift gears and talk about television for a moment.

• Only 14% of consumers trust advertisements
• While 78% of consumers trust peer recommendations
• Only 18% of traditional TV campaigns generate positive ROI
• 90% of people with a DVR or TiVO fast forward through tv-ads

Word of Mouth is still the most effective sales tool.  It’s changing the way we connect, the way we share, the way we work.

******************

Update regarding sources:

1.  Mashable.com

2.  YouTube Video:  Social Media Revolution

3.  Groundswell by Charlene Li

4.  Socialnomics.net

5.  Many others….

Do You Really Know What You’re Selling

Want to get a jump start on your Business Plan? Start by describing exactly what you are selling and what you are not selling.  Sounds simple, right?  It’s harder than you think.

for more:

http://cynichols0226.wordpress.com/2009/07/16/do-you-really-know-what-your-selling/

Framework for Corporate Transformation

Most organizations cannot continue with the status quo.  There is always something, somewhere that they can do better.  Decisions to transform or change the organization, however, are often made in a vacuum – without considering the impact to other parts of the business.

Successful corporate transformation requires only 3 Steps:

1. Understand of the what the organization is currently doing

(Current State Assessment)

1. Design the vision of how the organization operates in the future

(Future State Design)

1. Determine what it will take to move the organization from Current to Future State

(Gap and Risk Assessment)

Step 3 is by far the hardest as it requires the alignment of the three perspectives of the business (People, Process, Technology).  It is only after aligning these views that an organization can truly say that everyone is ‘rowing in the same direction.’