Digital non conference 9-22-10

Notes from September 22, 2010 Digital Non-conference lunch discussion panel (left to right):

• Dave Knox- CMO, Rockfish (moderator)
• America Ferrera - "Ugly Betty"
• Pete Blackshaw - EVP Digital Strategic Services, Nielsen Online
• Drew Buckley- COO, Electus 

Some interesting stats from a video by Nielsen Catalina Ventures

• 59% of us families use TV and the net simultaneously
• By 2020 less than 30% of us households will have kids and most will be multicultural
• 1 in 4 ppl have access to a pc in world

How will the telenovela change things?

BUCKLEY: The Hispanic audience in LA is greater than the population of Chicago. We have to consider building entertainment beyond Univision or Telemundo. So we took the concept of "Pedro and Maria" to MTV. 

But there are problems with who gets the international rights. The network wants rights to produce the concept or shows in order to develop varaiations abroad.

What does digital media do to help you sell?

FERRERA:  The content has to be good first and foremost.  I didn't have choice of having a digital image or not, it was more so deciding to manage it or not.  For example: my friends would text and say, "I'm following you [on Twitter]" and I didn't even know what they meant at the time.   

Digital media has really helped me stay in touch with the fan base.  For example: on my birthday I would say to my fans, "for my bday donate a few bucks to this fund to build schools."   

Pedro and Maria is a great example to develop mainstream shows.  Growing up I was a Latina, but at the same time I was a Latina-teen in a USA surrounding.  

What impact do you see digital involvement impacting success of brands?

BUCKLEY: Fred was successful on YouTube so execs took him and developed his work into traditional media.  It was a risk to take digital to television, but the reality is, is that he brought the viewers.   

A big question is, how do you get the two connected?   Fantasy football has what it takes, since guys are interested to watch on TV and track on-line.

BLACKSHAW: The trifecta of paid media was this year: olympics, soccer, super bowl

BUCKLEY: Fan clubs don't have presidents (or leadership) it is self-lead and evolves all on it's own.

FERRERA: I recently did the first FaceBook talk show about the Dry Land and thousands of people now know about an independent film which otherwise they may not have learned of it since there was no marketing dollars available.

Having the status updates come from the source as opposed to a fan club president garners a much better response.

What do you see the role of brands in future entertainment?

BUCKLEY: It will be hard for brands to reach consumers via broadcast.  Keep in mind Twitter was not part of our lexicon 2008.  The goal then is to identify the solid story so branding can be built upon it.

BLACKSHAW:  Brands will evolve into more of an experience.

AUDIENCE QUESTIONS:
What would you have done differently in franchising biggest lose?

BUCKLEY: The Biggest Loser started working with Subway and 24/7 Fitness and other sponsors and help them get media buys.

How do you balance authenticity of a personal brand versus a "faceless" brand?

BLACKSHAW:  How to stay authentic? I make sure I believe in the content and It will be good.  If you compromise the show with poor brand content it will for sure get you.

How do address the negative things in social media?

BLACKSHAW: I don't address them, rather I move toward the things that are popular. It was scary to put myself out there since there were not boundaries. When something bad does happen usually the other fans attack the villan

BUCKLEY:  Sometimes the best approach for monitoring social media is to let it float (whether good or bad), and see where it goes.

How will the social-media interactions play out on Pedro and Maria?

BUCKLEY: We are just getting into the planning and development and writing, butt it will cover things like advising/deciding what music will play when they first kiss.  Just like The Hills decision of LC going to France vs staying with boy friend.

Population of Hispanic in LA is equal to the population of Chicago. How will you balance the need for local markets (ex Midwest, east cost)?

BUCKLEY:  It doesn't mean that it is just in south west. It has to be about content, the fact that they are Latino is nonessential.

BLACKSHAW:  Most people have an latent desire to be Latino.

--

The discussion panel was really enjoyable and it opened my eyes to the trends of where television shows are headed.  I plan to attend the full non-conference next year.

Out of the mouth, the heart speaks.

On December 2, 2009 I had the privilege of hearing Artie Isaac speak on The demise of polite conversation. The above link will take you to the video, check out 44:00 for my cameo.

My notes:

Etiqutte evolves over time. What was once accepted and expected has changed.

The overarching question: What is polite conversatiion?
Simply put, offense lies in the ear of the behearer.

Where do YOU draw the line, and who gets to draw it?

An adated quote from Gandhi, Be the polite conversation we want to see in the world.

In time the way we talk will be how we will be described.

We are whatever we eat
We are what we know
We are who we know
We are where we go

Furthermore:

Our thoughts become our words.

Our words become our actions.

Our actions become our habits.

Our habits become our values.

Our values become our destiny.

Psalm34:13-14 you want a good life don't talk trash

Bad tounge:
1 false and derogatory - not much description needed here, we all know this
2 true, but derogatory - Have you ever heard honesty used as a weapon
3 second-hand - "I thought you should know, Louie has done..."
4 compliments - The difficulty here is that once someone is complimented, the air is poised for one of two things. The likely is that it is, "Yeah, but they [insert insult here]

The Shot Apple

Three are injured

1. The person who it is about - That is the apple

2. The hearer - The left side of the apple, ouch
3. The speaker - The right side of the apple, eventually it will come back to that speaker in one form or another.

Quick test to check if you conversation is on the brink.

• Are my words true?
• Must I speak them? What if we only speak only when needed.

Two times I am obliged to speak:
1. To prevent domestic violence
2. To prevent you hiring a thief

A couple of basic beliefs, if you can't go a day without a ______ you are addicted

• Cigarette
• Alcohol
• Gossip

Arite was then nice enought to include the top questions most people ask.

Cant I just apologize?

Yes. Apologies include three parts,

1. Saying/verbalizing/writing I'm sorry: The basic apology.

2. Admitting your mistake, taking responsibility for your part in the problem.

3. Asking "How can we make this right", then doing whatever is within your power to make that right.

Isn't talking how we transfer our values?
Remain silent, thinking is a good thing. Also you can transfer values by actions.

What do you talk about (if you aren't talking about people)?

Something will eventually come up. If not, enjoy the company.

Can't I say anything to my _______ ( insert close friend or relative)?

-and put them at risk of being engaged in gossip? Not everything needs to be discussed.

What about advice?

People never want advice, even when they ask for it.

What if my intentions are good?

That hogwash. The result was that you hurt someone, no explaining it away but intent will mend their reputation or feelings.

How can we avoid interrupting?

Pay attention, really pay attention to what the other person is saying. By the time they are done you might want to say something different than you originally wanted to say.

Have you lost all of your friends by polite conversation?
"Friends" on occasion will use code to let you know that they do not want to be your friend anymore, be aware of this code and move on to friends that will edify.

And with that Artie closes:
We are speaking our lives into existence.

His favorite word is:

Abracadabra- out of nothing I create something

Audience questions:
Why is it hard to correct someone?
Because no one likes to be told they are wrong. The best way to correct is...

1. Do it in private - don't display their ignorance for all to see. Let them experience it behind closed doors.
2. Do it in a polite generous way. - as best you can share with the person how it is out of care and compassion for them. If you are not doing it from that point, let someone that does proceed.
3. Allow for growth or latitude- Don't corner them and make them fight you, grant them liberty to develop and move into a right way and pattern.

What is your attitude of politeness within type and digital communication?
When letter writing was common practice, the angered person would write a scathing note and let it rest on the corner of their desk. Once the next day comes, they would deliver the letter to the trash promptly. With today's instant letter delivery via email this option is no more, write your digital letters in word, and save it to the corner of your "desktop", then delete it.

Ricart, we're motivating

On Tuesday October 6 Rhett Ricart joined the Columbus Young Professionals at our monthly networking breakfast to speak about life and business. He shared a laundry list of things.

Top 11 biggest mistakes

1. Don’t short yourself – get a good bank relationship
2. Get an estate plan
3. Use consultants pay your vendors first
4. Get a good HR director
5. Don’t let your sales outrun your service
6. Don’t teach your people to steal
7. If you cant come to work positive – stay home! Always keep a positive mental attitude
8. Phone etiquette – first and last name and answer with a smile
9. Pay your secretary/assistant the most you can afford
10. Hire by emotional intelligence – they know ho to deal with tragedy and problems
11. Have to spend time with your family – have dinner together.

15 C's of success

1. Charismatic - know how to work with people
2. Communication - you have to be able to talk. Readers are leaders.
3. Consistent - people should know what to expect
4. Compassionate - make notes and care about what is going on
5. Confident - "A vision is nothing more than a dream that comes true." -Les Wexner
6. Computerize - you have to be computer savvy
7. Cooperate - work with each other to build each other up
8. Credible - others have to be able to believe you
9. Courteous - treat each person you meet with the dignity and respect they deserve
10. Concise - Don't waffle or waiver and make the decision
11. Clever - you have to figure out how to get out of sticky situations
12. Charity - not just $$, but time and talents
13. Candid - if you are wrong, step up and say so. It's easier to eat crow when it's warm.
14. Capitalistic - know how to turn a profit on things you are good at doing.
15. Competent - be the expert and the master of something.

Satisfy your customers in this order

1. Customers
2. Employees
3. Vendors

Take care of your customers or your competition will be glad to do so, just ask them.

Imagine the best thing you could do everyday and figure out how to do it.

Herd Mentality - If you want to get to where everone else is, then follow the herd.

Tell the truth - Save your memory and creativity for things that are important. If you tell the truth you won't need to remember your lies.

Business - brand your business so when people think of your industry, they think of YOU!

If you ever have a doubt of doing something, think of your family. "Will my family be proud of this?"

Take care of disagreements with your partner behind closed doors, and say everything that is on your mind.

Thank you Rhett, I look forward to crossing paths again soon.

Getting closer

If you sit a 10 year old Robert down and start to explain how a atom works do you choose liken the orbit of the electrons to that of the solar system as we currently believe it, or to what is known as probability clouds?

Once you are done reading what a probability cloud is on wikipedia.org I would like to share with you the clever concept of Accessibility versus Accuracy as I heard it from "Made to Stick" by Dan and Chip Heath.

When you are sharing a concept you have to first make a decision, do you want them to get the idea, or get the idea?

Sharing with elementary students how the electrons of an atom revolve around the nucleus much like the solar system will get them close enough to understand. If your audience is comprised of Ph.D. candidates you might want to take the probability cloud approach, which would be more accurate.

Do you have a complex message that you are blessed to share. Consider the benefits of Accessibility versus Accuracy.

Fundamentals for group work

Not too long ago a great man became a greater man when he was diagnosed with pancreatic cancer and lived beyond the doctor's expectations. That man was Randy Pausch, among many things he was a professor at Carnegie Mellon University.

During his time there he conducted a lot of research and taught classes. At the start of each class term he would divide the class into groups and encourage them to work as a group. Below is a list of encouragements he would give them lest they made it this far and still weren't sure how to play together.

• Meet people properly - exchange contact information, make sure you can pronounce everyone's name
• Find things you have in common - sports, the weather
• Try for optimal meeting conditions - no one is hungry / cold / tired, a great time to meet is over a meal
• Let everyone speak - don't interrupt, don't finish other's sentences
• Check egos at the door - label ideas appropriately (the Bridge Story, not Jane's story)
• Praise each other - even the worst ideas still have silver linings
• Phrase alternatives as questions - Instead of: "I think we should do A and not B." Try: "What if we do A and not B?"
• Sit together

Of course this seems very basic and could be insulting to those in grad school. But I share it with you because often we don't need to be told anything new, just reminded of what we may already know.