Web 2.0 the new content distributor

The future of home entertainment

Firstly, this does not refer to piracy. Web 2.o is becoming the new content distributor out of nessecity, but in a sense, it was born from online piracy. The reason people loved illegal downloading was not only because it is free, but because it is convenient. It is the easiest and laziest way of getting that awesome movie you heard about, or that book your friend was talking about. Many companies are beginning to see this, and some have already begun to exploit it.

Chris Caceres from VatorNews wrote on a discussion between Richard Rosenblatt (CEO of Demand Media), Dan Rosensweig (CEO of Guitar Hero), Peter Guber (founder and CEO of Mandalay Entertainment), and John Battelle (founder and CEO of Federated Media) on the ways they have been using Web 2.0 for their content distribution. It’s important to remember that Web 2.0 is merely a tool. It is only one system, one “device”, or one tool that can be used in different ways. Interestingly, these CEOs use all the different avenues that Web 2.0 has to offer. Even more interestingly, it seems different industries must utilize different ways of connecting with their audience for reasons other than technological limitations. For example, content from Guitar Hero would have no place on Facebook.

One way or another, it seems that every branch of the entertainment industry can effectively adapt to Web 2.0. They have all found a way not only to adjust to new media, but to also embrace it. All except the film industry. Peter Guber explains that each movie is its own business. Nobody goes to the movies to watch a Warner Brothers flick, they go to watch that movie. Guber believes because of this fact, ultimately fewer big budget movies will be made and film companies will start looking more like Broadway plays – films being released only a few times a year and staying in the theaters for a while. Could this really happen one day? That will certianly be the death of cinema. You know what is scary about that notion? Filmmaker’s Tool Kit: Creating a Movie with Web 2.0

It has begun.

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Is Web 2.0 the PR 2.0?

Public Relations in the new age (PR 2.0)

Once upon a time, PR didn’t exist. Then, PR became a professional responsibility that is highly important, but also highly unappreciated. The unsung heroes of brand reputation if you will. Back then, PR was essentially brand reputation management. Today, more is demanded from PR practitioners. They have a bigger part to play, and a more interactive role to assume on top of everything else they used to do. They call this PR 2.0. It is no longer just about audiences. It is now about people.

PR 2.0 is not because of Web 2.0. It is not about simple blogger relations. Nor is it about corporate blogging, wikis and communities. These are simply the tools we use, and tools change – while people, more often than not, remain the same. With Web 2.0 starting to attract mainstream attention, PR 2.0 (and everything 2.0) has become the golden ticket for misguided and opportunistic marketing professionals. This relates back to my previous post on brands having no idea what they’re doing on Facebook.

We have to remember that it’s not about technology. This time it’s about sociology and the interaction with people. New PR is a milestone that documents the shift of PR from a broadcast machine to community participation. It is a chance to not only work with traditional journalists, but also engage directly with a new set of accidental influencers.

Web 2.0 is all about interaction and conversation, this alone is already a huge step away from traditional PR.  An article from the ARMA international publication reveals the blurring of lines between what is personal and what is business is another factor to be considered. Many organizations already have significant challenges with employees leaking company information in their “personal spaces” on the Internet. PR 2.0 has effectively made PR a mediator between an organisation and its public. Is PR 2.0 actually a good thing? Doesn’t it seem like an invasion of “private” space into the organisation?

Facebook and Branding: How should brands behave on Facebook?

Become a friend?

When someone “Likes” your Facebook post, is that enough? I doubt it. You hoped for more didn’t you? You wanted a comment. You would have loved to see an engaging discussion going on in your post. Well, brands on Facebook are people too. They want the same things, although for different reasons. They wanted more engagement from fans, they wanted to be closer to them. This is why brands are doing it wrong on Facebook.

So it’s no surprise that many brands have taken to Facebook. It’s essentially an online presence for free, directly connected to everyone around the world. It’s almost like having a company representative standing next to every person in the world. But brands are not the same as individuals, and they often have more to say, and say it more often. So the question is not what brands are doing on Facebook. The question is, how should brands work on Facebook?

Most brands use their Facebook page as a place to only say things about themselves. They may not all feature specific products, but they all tie in to the brand somehow. An individual who does this would be scarily egocentric, and would have no friends. But brands are not the same as individuals, so they’re allowed to work differently. But is it effective? Is it engaging? Perhaps more importantly, does it make fans properly interact with the brand?

Elisabeth Diana, corporate communications manager at Facebook says, “speaking in the voice of the brand, talking directly about your product or service, or a topic related to the brand, is the best way to engage with fans of your page.” However, many popular notions claim otherwise. InformationWeek article from December warns, “Be sure to avoid over-focusing on your brand; fans know who you are already.”

Christine Campbell of Resolute Digital says that most brands don’t really know what they’re doing on Facebook anyway. Whatever the reasons for brands joining Facebook, it’s more than just “Likes”.