advergirl

What I'm reading: Social network impact and connecting with college seekers

Getting to know millennials:

I've been working with a lot of higher ed clients lately. Projects that let us connect to some of the country's most glass-half-full, do-some-good, look-toward-a-brighter-tomorrow audiences: kids shopping for their perfect-fit colleges and their proud parents. A few recent tags:

Gen Y and Boomers Reshaping the Workplace: Harvard Business Review has an interesting look at the demands of the workers who sandwich my generation >> Boomers and Ys want unique kinds of flexibility that deliver not only balance, but broader impact.

What Colleges Don't Know About Applicants: Wow, game changing study excerpted in the Chronicle with lots of incidental, fabulous quotes, like

• ... it costs four-year public colleges more than $400 to secure an applicant, and four-year private colleges more than $2,000


• Parents use the rankings to ask, "What's the best college?" when they should be asking, "What's the best college for my child?"

The Millennial Primer Library: Brand Amplitude has put together an interesting set of white papers and other boot camp basics on the trophy generation. Check out the introductory slides in "Using Social Media to Connect With the Most Connected Generation"

Specialization Helps Colleges Move Up the Ranks: Andrea Jarrell pairs selectivity with strategic specialization in the formula that has helped colleges make big jumps in the all-important U.S. News rankings.

University's Crisis of Purpose: This New York Times series looks at how colleges struggle to meet almost irreconcilable demands and deal with the wave of criticism on issues ranging from the cost of college to universities’ intellectual quality to their supposed decline into unthinking political correctness.

Millennials Set to Do Nothing Short of Changing The World: In this ebook - Generation We - Eric Greenberg and bestselling author Karl Weber explore the emerging power of the Millennial Generation, show how the Millennials  (and their supporters from other generations) are poised to change our nation and our world for the better, and lay out a powerful plan for progressive change that today’s youth is ready to implement.

Impact of our word of mousing:

And, of course I'm endlessly fascinated by the impact we have when we act, share and talk in our everyday, increasingly-online lives. A few top picks from my usual reading list.

Enthusiast vs. Influencer Marketing - Another smart take from Whuffie girl Tara about the the differences in targeting those who wield huge broad-ranging influence online and those who truly love us. I had a similar experience last month. I was featured on a wildly popular, but out-of-my-category-entirely blog. I expected a big uptick in traffic from my A-List association, but in fact - I got nearly 10x the referrals from my own network that week.

Happiness Is Contagious - Mitch takes a highlighter to the top quotes from the recent New York Times mega-piece about how good behaviors — like quitting smoking or staying slender or being happy — pass from friend to friend almost as if they were contagious viruses.  And these social signals can even skip a link - spreading to a friend of a friend without affecting the person who connects them. No surprise, the article is by my favorite newsie - Clive Thompson

What if there is no crowd? Sarah Perez covers some recent research by Carnegie Mellon University (CMU) professor Vassilis Kostakos that pokes a big hole in the prevailing wisdom that the "wisdom of crowds" is a trustworthy force on today's web. The findings showed that a small group of users accounted for a large number of rating - there is no crowd, just a big gang.

The Media Crisis, Part 4: Consumers (will people buy their eyeballs back?)

We’re spinning in part because people would universally rather rent their time out to marketers than pay for content. Look no further than the backlash against Murdoch’s call for micropayments to see how sure we are that content should be free … or, by free, I mean, bought by someone else.

Content is cheaper than you think.

Here's some surprising news: it’s not that expensive to pay for your own content. Maybe I should tally your bill.

Ok, let’s borrow from the average prime time, broadcast ad placement (the Cadillac of media buys) and some Pew research about the shocking amount of TV we all consume … ok, divide that, carry the one. Here’s what I’ve got:

And that’s assuming that all the programming we watch is in prime time (the most expensive space). Add in a few repeats of the The Wonder Years and the occasional Sunday morning tour of homes show and I’m betting we can get that number down near $60. And, that’s if we want to buy our content outright vs. share some of our buying power with well-intentioned marketers (like me.)

The trends point to paid content

I think we will pay for it.

And, advertising will have to change.

Five converging trends point the way:

• Failure of the old monetization model: We’ve agreed on that by part 4, right?


• The democratization of access: Less expensive computers, free public WiFi, cheaper home connectivity.  We’re saving where we used to spend big, potentially freeing up resources to pay for the content instead of the connectivity.


• Contracting news space: Consolidation of our news sources has created fewer voices (and oft-repeated content). The number of authors is actually much smaller than the number of venues (fewer owners of ideas = fewer people who have to agree on the cost of content)


• Distrust of traditional media: Pew recently reported that 63% of us don’t trust the mainstream media – a number that has doubled in a decade. That trend is all tied up in our distrust of advertiser influence, corporate ownership models, etc.


• Boredom with reality programming: Where once we were satisfied with strangers sharing a hot tub, now we demand acrobatics and morbid obesity to attract our bored attention. Eventually, the cheapest programming will run out of new tricks.

The Media Crisis, Part 3: Advertisers (looking for their lost sheep)

Advertisers are looking for ways to connect with consumers in an increasingly fragmented and frankly expensive marketplace

The wild west of content

You’ve heard it called the democratization of content. We’re moving from a consumer society to a producer society. Anyone can build a soapbox. And, some of us, can build an entertainment empire.

That’s the second problem. Not enough critical mass.

Or more simply: Too much choice

We all want different content. The web brings us a seemingly limitless supply. Up against pretty flat demand. Not only does the old advertising model not translate to new consumer behaviors, it doesn’t translate for advertisers' bottom lines either.  They can’t routinely get enough of us watching any one thing to deliver a compelling audience share.

According to Nielsen Media Research, in the last reporting period, CBS's prime-time audience was down 2.9%. ABC was down 9.7%, Fox was down 17.5% and NBC was down 14.3%.

We’ve abandoned appointment-TV for downloaded movies; broadcast for cable; the box in the living room for the computer on our lap. We get what we want when we want it – don’t expect us to show up based on the TV guide’s demands. Wait, do they even print that anymore?

Diminishing returns, dwindling investment

If you think publishers are frustrated, you should talk to these advertisers. How do they connect with their consumers when we’re all off in our worlds and fast-forwarding / page flipping / and out-right avoiding even when their ads do come on.

What the law of diminishing returns could not influence, the deep recession has. Now the advertiser exodus, too, is under way. As of mid-February, 71% reported having slashed their 2009 budgets, and 6% more said the cuts were on their way.

How does American enterprise thrive if it can’t connect with consumers?

It’s the under-addressed question in this snowballing crisis. When we talk about consumers paying for content, we skip over how brands get into the conversation. Can we really rely on WOM networks to do the work of mass advertising? Do we all want to turn into blathering mouthpieces for our favorite brands?

The Media Crisis, Part 2: Publishers and Creators (working for scratch)

The fundamental challenge for publishers is actually twofold: Perceived value of content and the age-old story of supply far outstripping demand.

Give us your product for free.

People increasingly prefer their content on demand and on the web. We want to watch TV online. Read news online. Learn how online.

And, we’re used to getting it for free.

For free.

Compare that price to the price of creating content. An episode of CSI costs $2 million to create. Heck, even John & Kate Plus 8 cost in excess of $600,000 per show.

We’ve gotten away with this lasting disconnect by relying on advertisers to foot the bill. By renting out our eyeballs in exchange for our media fix.

We hoped that traditional advertising model would continue to pay for it. Websites charging by how many people might see your banner or video or, oh wouldn’t we like to forget, popup. Traffic would again be kind. Sheer mass would pay the bills.

Problem is: the traditional 30-second spot / full-page print ad model doesn’t translate to our online world:

1. We’re never going to click those darn banners. We are “evolving avoiders.” Wherever the ads are, over time, our eyes learn to skip over. By consistently displaying their texty little ads on the right rail, Google actually changed how we view web pages.  No longer do our eyes travel in that easy backwards C. Now we dart across web pages in a quick F shape, using an evolved blind spot to skip the right rail.


2. There aren’t enough of us to watch in-stream ads. The one bright spot in online advertising has been integrating video advertising into programming. The recall is higher; the brand interaction better. So much so that advertisers will pay more for every set of eyes (vs. television). But, they can’t get enough critical mass online around any one show to meet the production budgets of America’s prime time favorites: CSI, House, Gossip Girl. (Oh, how I love Gossip Girl)

Where does the money come from now?

How do producers fund programming as the Internet shifts from being media’s value add to its prime outlet? We haven’t figured out how to price it or even who to charge.

They call it a problem of monetization. Bob Garfield gets a little pluckier and simply decries that” we are, most of us, exquisitely, irretrievably fucked.”

Here-here.

The Media Crisis: Part 1, Overview of an Implosion

While I’ve been busy typing away about the promise of micro marketing and social media, mass media – the ideas and entertainment at the center of our culture and economy – has been in a tailspin of irrevocable change.

The crumbling empire

In the last year, we’ve seen a number of incredible publications shuttered. Watched online video tools evolve to the point that any savvy teenager can create her own television network on her desktop. Seen ad budgets cut by 30% across the board and experienced our personal ad avoidance strategies boom.

Layoffs in the tens of thousands. News bureaus closing around the world. Entire publications – from Domino to the Rocky Mountain News – shut down. Others – like the Seattle Post-Intelligencer and the Christian Science Monitor – giving up the printed page and going web-only. Meaty prime time programming replaced by cheap reality shows. Even the Once-Evil-Empire Clear Channel has been hobbled by a commercial paper rating that’s just north of “junk.”

Defining the post-advertising era

This isn’t the future. It’s the media crisis that’s happening right now. Things are changing. And there’s no consensus about what the next era will look like.

To me, this is the start of the post-advertising era. The dot-bomb of the 21st century. The time when content creators, advertisers and even consumers will struggle to find a new model for how we create, fund and find quality entertainment content and trusted sources of news and information. It's a massive realignment. And, one that we cannot see the end of today.

In the next three posts, I’ll take a look at the crisis from the point of view of each of the key players:

• The publishers and creators
• The advertisers
• The consumers

Creative Columbus: Mark your calendars

Hey readers. This post is for Columbus. I know, I know, you're not all from here, living here or planning to travel here. But, Columbus is increasingly becoming a magnet creative city, one that's drawing artists and innovators from around the world to create events and projects that can't be missed. There's a lot to talk about.

So, if you are here - or are coming here - mark your calendars for these six can't miss Fall and Winter art events in our city. Most are new (within their first few years), a few are just all-time favorites of mine. These are literally some of the best creative, innovative and inspirational events going on in the Midwest, I hope to see you there:

September 19, beginning at noon
Independents Day

In the words of the founders, this is a day-long explosion of creative spirit. I believe it's destined to be as big as SxSW and twice as cool. Over 200 booths line Gay Street, Lynn Alley, and Pearl Alley and feature Columbus artists, organizations, and restaurants.There are multiple music stages featuring new and favorite acts. Plus, there are multiple performance and innovation spaces where people are doing literally everything from displaying strength and grace on a trapeze to diving into deep discussion on Zappos' customer-focused marketing model. Evcerything that gets the juices flowing is going on here. Learn more.

September 25 - 27, various times
Junctionview's C-Note Art Sale

Columbus' premiere independent arts collective hosts this source-for-all-my-holiday-shopping once a year. 300 artists. Over 600 pieces. All selling at a price point affordable to all: $100. Plus, my favorite treat vendors are always on hand: Raddog with his gourmet meatless hotdogs and Pattycake Bakery with their yummy vegan sweets. (For the record, I'm a carnivore ... what can I say, their stuff is  just delicious.)
Learn more.

October 3, 8 pm
Art Fusion

You've probably heard of Art Ball - the see and be seen event where Columbus' most glamorous raise money for the art museum. As cool as it might be to go and mingle there, at $1,000 a plate, it's a little more than most of us what to pay - even for an awesome dressed-up, pampered night out. Art Fusion is the event for us. It's the same night as the Ball - and you still get to wear a cocktail dress - but it's only $100. Young professionals get to check out the amazing new Chihuly exhibit and get access to all the makings of a good time: food, open bar, music by DJ O Sharp, dancing, good people-meeting and people-watching. I hear you even get to hobknob with the fancy people at the end.

Learn more. Read my interview with Sarah Pirtle, Art netWork president on the event.

October 17, 11am
Craftin Outlaws

The midwest's very own alternative craft fair is in a new location this year: The Lodge Bar in the Arena District. Over 60 vendors upcycle, knit, weld, build, paint and otherwise craft some of the coolest never-knew-you-needed-it-but-must-must-have-it stuff you've ever come across. Oh, and there are usually some cool live crafting demos - try your hand at making a handbag live on stage with whatever happens to be sitting on the table.
Learn more.

November 5 - 15, 8pm
[How to] STAY HUMAN

It's a local theater sequel. Back in April, Available Light Theater wrote and produced the very best play I have seen: Dirty Math. Literally, I saw it three times. And, if it were playing again right now, I'd stand in line for tickets in a hail storm. Dirty Math was a look at how the heck we got ourselves into this current economic crisis. It was a race through time that look at how greed and gluttony shape our economies. The peaks and crashes that are always predictable and always a surprise. It was full of brilliant soliloquys, hysterical raps, and I think even a dance number. STAY HUMAN is the much anticipated followup. Don't miss it.
Learn more

December 5, 9am
CCAD Holiday Art Sale

This one may not need the long writeup. It's reputation preceeds it, but no one ever seems to know the date. So here it is. If you haven't been to one before, CCAD's spring and holiday art sales bring together the outstanding work of their current students with the more accomplished work of their graduates. You can buy anything from a print to an apron to an elaborate sculpture, but I recommend the glass work. I hope William Ortman is there this year.

Learn more (sorry, there's no landing page for this event)