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Social Media Implications, Cultural Anthropology and Technology

  
  
  
  
  
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by Seana Mulcahy, VP of Brand Engagement

Cigars, Sex and House of Cards

  
  
  
  
  
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Season 3 is here, and several episodes in (my wife and I are pacing ourselves) the plots, while a bit muddled, will doubtless come together as they have before. The First couple have risen, shown their fallibility, and risen again; the lying and deception is at epic levels, Doug is doing shots of bourbon with a syringe, Rachel remains MIA, and Gavin (who makes your skin crawl as Liam McPoyle in It’s Always Sunny in Philadelphia) seems to hold the big cards.

King Fish Media Event: The New Rules of Marketing

  
  
  
  
  

King Fish Media will be holding a complimentary marketing event on June 18th from 9-10am at the Cummings Center Conference Room (Suite 221-E) in Beverly, Mass.

The New Rules of Marketing: How to grow your business

The world of marketing has radically changed; we’ll explain how you can leverage changes in technology and consumer behavior to drive your sales.

Specifically you will learn:

  • The top 5 trends driving the future of marketing you need to know
  • How traditional marketing tactics like advertising and press releases are losing effectiveness in a world where prospects evaluate companies online
  • What is content marketing and why having a content strategy and plan is critical to marketing and sales success
  • The top 5 rules for successfully engaging customers and prospects on social media


Hosted by: Cam Brown, CEO and Founder, King Fish Media

Date: June 18, 2014
Time: 9-10am
Continental Breakfast
100 Cummings Center, Beverly, MA 01915
Suite 221-E

 














Why Baseball Needs Storytelling for Long Term Success

  
  
  
  
  
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Baseball is caught in an interesting paradox when it comes to the future.  In terms of revenue, it is thriving – a record $8 Billion in 2013 as new TV revenue from national and local partners kick off lucrative new contracts.  The league has also been a leading innovator in the digital realm – streaming video, social engagement and the recently enhanced At The Ballpark mobile app are all very smart extensions to serve the new media environment. The revised App is getting some attention and it follows MLBs approach of creating tools at a centralized level and allowing the teams to customized to their local fan bases.  The objective is to enhance the fan’s experience at the ballpark with content, ticket services, maps/guides, and concession information.  

Even though TV/Cable networks are filling the owners and players’ pockets with cash, the fact remains that viewership is trending down, especially for the World Series, and ballpark attendance is flat to down over the past several years.  Add to that the sport is slowing losing relevance with young people.  Fewer kids are playing little league and watching it on TV.  So, why are TV revenues trending way up?  

It likely has more to do with the state of TV business than baseball itself.  National networks such as ESPN, TBS and FOX and regional sports channels are paying handsomely to secure the rights to a sport fewer young people are watching.  In a streaming, on demand, multi-screen, DVR world, sports are the last bastion of programming that people watch in real time, maybe except for a handful of award shows.  Sports programming is a weapon to halt the march of cable and satellite cord cutters. More importantly, exclusive sports programming allows the networks to charge increasing affiliate fees to the cable providers.  For all the talk about content, there is nothing quite like live sports. It is true reality TV with a compelling narrative, changing themes and stars you care about.  Not some odd balls dropped on an Island with a TV crew or a bunch of upscale, surgically altered housewives playing out pre-scripted conflict.  

Here in Boston you can cobble together Aereo, Chromecast, AppleTV, an HD antenna, Netflix, Hulu, your library card and an NPR tote bag and still not be able see your beloved Red Sox.  Every game that is not free over the air on FOX TV (maybe 7 a year) is either on NESN (regional sports network) or ESPN or MLBTV (which blacks out local teams via an IP address for its streaming product).  To get these cable channels you have dance with the Comcast devil who pays a nice per subscriber fee to NESN and ESPN which in turn, they pass on to you with profit margin tacked on.  That profit helps them fund the Xfinity commercials they run on an infinite loop to beat you into submission.

Some day in the future, the cable bundle will fall apart just as it did for the music business, newspapers and magazines.  It’s inevitable, technology disruption only moves in one direction – forward.  When that happens baseball will be left with a game living in the past with an older and declining fan base.  The game is not in sync with the way people consumer media in a multi-screen, 140-character world.  Let’s face it – it has become slow and boring.

MLB can take a cue from the other sports to revitalize the game before its too late.

1. Keep the game moving, limit stops and commercial breaks – the NHL did that to great success. Be creative in getting revenue (product placement, sponsorship, logos on screen during action) that does not depend on old fashion interruptive TV commercials that no one wants to see.  Baseball needs to speed up (more below) and reduce the time needed to watch and attend a game.  Also, would it be so bad if weekend World Series games were shown earlier in the day so kids and those of us on the east coast can watch them.  These games have become endless slogs lasting past midnight.  

2. The NFL has no trouble changing rules to keep the game modern, so baseball needs to alter some basics and not worry so much about tradition.  First, enforce the actual strike zone up to the chest – more strikes, less pitches.  Next, put up a 20 second clock like the NBA (theirs is 24 seconds) did in the 50’s to keep their game from dying.  A pitcher has 20 seconds to throw, if not he is charged with a ball.  And, the batter can’t leave the box once he steps in or he is called out.  Watching a batter step out and adjust his gloves or himself after every pitch is not 21st century entertainment.

3. Most importantly, focus on stars and stories.  The NFL and NBA are masters of creating larger than life personalities and themes and stories around these stars.  The story of the NBA playoffs is all about the Miami Heat and LeBron James – it is the narrative that drives the league.  Before that it was Kobe and the Lakers, or the Big 3 in Boston.  They understand that stars draw kids to merchandise sales, watching TV and going to the arena.  Football is the same- each season has it’s own unique story narrative to drive fan interaction.  Can Seattle repeat?  Can Brady win one more ring?  Is this Manning’s last year?  You will hear these themes over and over, nicely coordinated between the league and their media partners.  You don’t have to be sports fan to know all about LeBron or Peyton Manning.

What is the equivalent storytelling in baseball?  Stories about Alex Rodriguez and Ryan Braun’s performance enhancing drug problems? Derek Jeter’s last year? There is no compelling narrative unless you count the mix results of the new instant replay system.

Baseball is blessed with a wealth of young talented players and yet no one knows anything about them. Andrew McCutchen of the Pirates should be a huge star.  Same with Mike Trout, Felix Hernandez, Bryce Harper and a host of great players under 25.  Yet, they are anonymous to the general public.  The 2014 season started with no narrative other than the same old blather about tradition and it’s pastoral roots.  Baseball should be applauded for creating a great digital/mobile/social media channel.  Now it’s time to fix the content that comes through the slick pipes.  

Commish Bud Selig, 80























Is Chivalry Dead? Not on Social Media. Not for Chobani.

  
  
  
  
  
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(First ThinkTank post by our Social Media Manager, Alexis DeVilling)

The Real History of Social Media: Why it Matters

  
  
  
  
  
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Today's social juggernauts are reshaping how people interact with one another. So what are the implications for tomorrow? Let's take a glance back to better understand.  

It may be difficult to recall now, but the social media revolution, like most great ideas, sprang from humble beginnings. Long before it was the creator of vast fortunes and media empires, it began as a simple idea: Technology and the internet could be used to bring people together. Over time, this idea has manifested in myriad ways -- image-sharing platforms, micro-blogging, time-sensitive texts and images, etc. -- and now social networks bring together billions of people across the globe.

The origin stories of dorm room hacks and corporate side-project experiments have been shrugged off and today these companies are not just tech-industry juggernauts. They are reshaping how people fundamentally interact with one another.

Inauspicious beginnings
As made famous in the movie "The Social Network," Facebook started as a college yearbook-style directory to, delicately put, compare the attractiveness of students. Similarly, YouTube's founders had a vague notion of creating a video-based version of the once popular "Hot or Not" web site. When that failed to get funding (shocker) a platform reboot as a video-sharing network became the new strategy when one of the principals realized there was no way to find a copy of the infamous Janet Jackson "wardrobe malfunction" at the Super Bowl. Seeing a theme here?

Twitter wasn't much grander in scheme, although this platform at least had roots in solving legitimate business problems. The founders were working at a podcasting company that was in need of a reinvention, so they came up with a messaging service to quickly communicate with a small group of people. The word Twitter was plucked serendipitously from the dictionary that means, "a short burst of inconsequential information," and boom: A whole new form of mass communication (micro-blogging) was soon to be the go-to platform for immediate, real-time news and information.

Right place, right time, right technology    
As it usually happens with these things, the timing for the social sites that ended up coming out on top was nearly perfect. Roughly 10-15 years into the world wide web era there was finally a generation of teens and 20-somethings that had grown up online. This generation had embraced new and novel patterns for consuming information and interacting with one another in ways even the most tech-savvy Boomers and Gen-Xers where reluctant to. In short, the younger demographics were ready and able to understand, accept, and adopt social media platforms in an unprecedented way. Additionally, for those who think you can't teach an old dog new tricks, at present the fastest growing demographic of social media adopters is the 55+ age group. And just like that the domination of the American consumer through social media is nearly complete.

This mainstream social media adoption didn't simply happen because the technology had improved. These new platforms tapped into a previously unmet need for self-expression, personal/professional networking, and a healthy dose of narcissism and voyeurism. This is all an extension of the "quantified self" phenomenon --the use of technology to help measure exactly how lives change and influence their surroundings over time. In short, personal connections and interactions are central to our lives and social media is the newest and seemingly most efficient way to enhance this aspect of ourselves.

Social media finally found an environment and a whole generation of users ready to accept it. Like any revolution, the diverse manifestations have influenced things in ways that may not have been apparent from the outset.


For better or for worse
Since social media is by nature a self-publishing and user-generated content platform, it has had a massive effect on the mainstream media and the way news and information is disseminated. Breaking stories that used to wait for verification or publication dates can now go public immediately -- in 140 characters or less. Not to mention that without social media many digital-publications -- like Mashable, Buzzfeed or Upworthy -- wouldn't exist. Both new age content producers and the old-media guard are now dependent on social media and social networks to spread content via sharing and other methods of viral pickup to drive readership.

Of course, adapting to the speed of Twitter and real time newsgathering hasn't been the smoothest of processes. There have been some growing pains and more than a few very public snafus and suspended Twitter accounts. But regardless, these new mediums are now integrated into the media and public mindset. Consider how these new behaviors even affect mainstream politics: Due to the fact that if we experience journalism and news differently, we will experience politics and political discourse differently. For better or worse, political debates are now shaped by the sound bites that resonate on Twitter or other social media driven outlets. Just look at the lasting impression of Mitt Romney after the 2012 election which will always be boiled down to the "Binders full of Women" or the "47 percent" remarks. In short, social media giveth, and social media taketh away. It took away the career of former Congressman Anthony Weiner. He learned the classic lesson of the social era -- hitting send often leaves a permanent digital imprint.

Besides improving discourse, social media can improve sales
Online retailers are another industry that has successfully embraced social as a way to market on a more personal level -- and to increase sales. Massive retailers -- such as Lands End and Sephora -- have created storefronts on Pinterest and are seeing significant web traffic and sales coming through these channels. Arby's uses Twitter to provide real-time discounts to followers for immediate use in an attempt to drive traffic to its restaurants. Similarly, personalities like Lady Gaga and Justin Bieber (brands unto themselves) wouldn't have seen such fame or driven record sales without this direct line to fans.

As brands have started to move marketing dollars -- from traditional one-way advertising to interactive, conversation-based content marketing distributed over social channels -- social media has grown in importance. Marketers were fast to seize on this direct and measurable link to consumers and the ability to bypass the major media gatekeepers and paymasters.

A positive development is that brands now view customers as a community rather than targets -- a subtle but important change in the marketing mindset. Many forward thinking companies are creating social hubs on their sites to have a destination for curated social content that supports their content strategy through brand storytelling, original content, and public relations.

While this can be a double-edged sword as companies no longer own and control their brands completely, the good clearly outweighs the bad. Companies have no choice but to alter their strategies to get the most out of their social media engagement.


Social media meets customer service, meets responsive advertising
Since everyone is always connected, we all have a digital (potentially viral) megaphone in our hands at all times. This means that customer service blunders are no longer quiet affairs. Rather, they are splashed across Facebook or Twitter requiring companies to establish teams to monitor and respond in real-time. Massive companies such as Jet Blue, PayPal, and Nike have used social media to great effect not only to correct support issues, but to publicly display how much they care about their customers.

On topic with real-time responses, the newest trend of in-the-moment social media marketing has been dubbed "hijacking." Oreo first made this idea famous with its timely tweet about the Super Bowl blackout a couple years ago. Driven by the linking of Twitter -- and other social media outlets to live TV -- advertisers will need to think through the second-screen effect as a core tactic in the future. Consumers now watch TV -- sports, award shows, even Hulu or other online video providers -- with device in hand. The lesson here is that creativity and responsiveness will win the social media battle by captivating the hearts and minds of engaged consumers.


Social media acceptance
Consumers don't pay for social platforms because they are the product that's being sold. The ongoing challenge that companies, brands, and marketers are faced with is how to develop an intimate relationship with consumer's wallets. As for consumers, making peace with being the product is happening -- somewhat.

Of course the industry will continue to change as technology does and it is very hard to predict exactly who will be the winner or loser in 5 or 10 years. Given the pace of development in the tech industry, it is hard to imagine Facebook, Twitter and LinkedIn still being king of the hill, though they could be building or inspiring new businesses that will stand the test of time. However, one thing is for certain, the primal needs that spurred the incredible growth of these networks are not going to change. Nor, is the desire for marketers to build close relationships with customers. The need to share, connect, inspire, and entertain is what makes us human and is the real life force behind these newfound empires.

This article by King Fish Media CMO Gordon Plutsky originally appeared on iMediaConnection.com












































Gen X Picks Up Where Boomers Left Off

  
  
  
  
  
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2014 is a big milestone in American demographic history: The last of the Boomers will turn 50.  I’m proud to join Michelle Obama, Rob Lowe, Laura Linney, Sandra Bullock and Johnny Depp as we hit AARP eligibility.  I’m not putting myself in the celebrity category, although most of us 1964’ers do share a youthful appearance and attitude.  (Speaking of AARP, when the application came a few weeks ago, I laughed and tossed it into the recycling bin.  I get the part about the discounts, but it feels like it’s for old people, and that’s just not us.  We’re a group that still self identifies as young.)  

There’s another milestone that’s getting less press, but will have similar implications for marketers and brands: In 2015, the first of Generation X starts turning 50 (with the youngest turning 35).  Like the younger boomers who came before them, they will also bring a youthful attitude to the silver birthday club.  If it was not already clear to marketers, it’s time that content, campaigns and  allother messages are tailored to younger boomers…and older Gen X’ers.

Nearly 10 years ago, investors poured $32M into a site and portal called eons.com. It was supposed to be a place for people over 50 to come and connect and tap into various channels of content.  Frankly, it sounded like a bad idea to me at the time, and unsurprisingly, it failed and no longer exists.  It used age as the way to pull people in and make them feel like they belonged in a 50+ foot walled garden.  They missed because people self-select content and community based on their passions, interests and desires.  Age alone is not a community-organizing principal–no matter what demographic you’re targeting. You must identify and speak to their common interests.

It’s time to create a marketing plan for a group of consumers 45-55 who share a common bond, history and are at the peak of their earning and spending power.  They’re starting to flex their muscle as is evidenced by relatively older actresses (read: not 20-years-old) appearing regularly in fashion and makeup commercials.  And savvy marketers are eager to cater to them. For instance, OurTime, the new site for singles over 50 is picking up steam.  And the site Better after 50 speaks to women (and some men) looking for their second act while showing them how to get the most out of this phase of life.  It is not about slowing down, but rather speeding up and making the most out of every minute.

Here are some industries that need to respond:

Financial Services and Planning: This group is likely to live another 30-40 years, which has significant implications on retirement planning. We need to account for a possible second career and stretching the money a long way.  Messaging should be directed this group that is different than those in their 60s.  Planners need to have frank conversations about needing to fund a long retirement.

Sports and Fitness:  Better sports science and medical advances have us competing harder and longer than ever.  There are millions of masters athletes in the US who are being ignored by the big sporting goods manufactures and retailers.  From running and biking to Crossfit and team sports, Americans over 50 are still competing hard.  I’m signed up for two Spartan Races this year and hope to do them for many years to come.

Fashion and Apparel: Again, how about products and campaigns aimed this segment.  There has to be a middle ground between youthful fashion which makes us look silly, to clothes made for old men and women.  I don’t want to look like Pauly or the Situation on the Jersey Shore, nor do I want to dress like I am heading to the clubhouse for cards at Del Boca Vista.


Food and Beverage: In 15-20 years we are likely to be the healthiest group of senior citizens ever.  We have the benefit of a web’s worth of knowledge of all the advances in research and nutritional sciences.  Many begin cutting back on meat and animal products as research has shown that a plant-based diet is extremely beneficial after 50.  Companies who focus on organics, plant-protein and healthy living should target this group with information, recipes and social campaigns to engage and educate.  They will find a willing audience.
















Content Strategy is the New SEO

  
  
  
  
  
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Two very good articles on emerging SEO strategy recently ran on iMedia Connection by Nathan Joynt (@nathanjoynt).  Check them out here and here.  The bottom line is that context and content are the key to search and inbound success. Today, it is less about keyword density and other tricks and more about creating high quality content that can’t be found anywhere else. Cheap, shallow content full of repeating keywords will not get it done.  While some of the details are a little technical, it’s important to understand how content strategy and the consumer decision process/journey effects search ranking. 

5 Companies Using Content to Become Thought Leaders

  
  
  
  
  

Companies are ramping up their thought leadership efforts to rise to the top of consumer awareness. Here are some of the most successful content marketing brands out there today.

Cam Brown talks about Target on Fox Boston News

  
  
  
  
  

This morning, King Fish President Cam Brown was a guest on the FOX Boston local news to talk about Target’s recent troubles with the credit/debit card security breach and a small amount of gift cards that were not activated correctly. This type of issue can get out of hand quickly in the social era as customers have access to numerous channels to vent frustration or register support.  Target did many things correctly from a communications standpoint and will likely survive the incident in the long term.  Companies need to face that first onslaught of social media backlash with transparency and clear communications to help rebuild trust. 

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