July 25, 2006
    MTV tests the social water

Logo_fluxMTV has realized that it too cannot become a spectator in the Social Media Arena. Even though there are still many issues such as copyright that have yet to be fully addressed with the explosion of online viewing led by YouTube, MTV launched a television channel devoted to content created by its users.

MTV Flux will allow users to upload video content via mobile phones and internet along with a voting system for music videos ensuring that content is decided by the masses for the masses – a further democratization of the traditional media model. Like all other companies, the objective is to create a unique and differentiating experience whilst being able to integrate a business model to ensure that the shift in viewing behavior is accompanied by the respective shift in financial return.

If MTV’s Flux is a success, which by all accounts should be if you analyze the present internet makeup, the cable channel will be the first to move content created online onto the traditional television network. The future, therefore, is taking shape in the redefinition of what television is today. The quest continues to target the hard-to-reach 16-24 year old audience.

read more at FT.com
Andrew Edgecliffe-Johnson in London
July 23, 2006





Posted by Nuno Machado Lopes in social media ,viral marketing ,youth marketing
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    myspace - the party continues...

MyspaceWhen Rupert Murdoch, head of News Corporation, beats Viacom (includes MTV) to MySpace with a price tag of $580 million, you have to take note. Murdoch is the epiphany of the old establishment, printing presses and ruler of the skies. However, it became obvious to him that the deep changes caused as a result of the growing online community would have an impact on his empire’s future.

“Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people taking control”, claims Murdoch,”the Internet is the media’s golden age.”

The shift from top down, one fits all, is being replaced at lightning Internet speed to delivering what the audience wants, when and where they want it. And it’s not easy to control let alone apply traditional business models. One wrong move and the disruptive forces that built the community can turn on you.

MySpace is described as a 24/7 party with “pimped” pages that has left the ever so in tune with youth MTV looking sedately out of date. It’s core values are what the users want it to be and to find a way of taming the beast will all but kill it. How frustrating to have a community of 90 Million, 280,000 added EVERY day, a billion page views PER day and still be at odds as to how to obtain a return worthy of the audience.

To Murdoch, an audience this size agglomerated with NO marketing, in other words a virally produced site with the added bonus of having no content costs, is a refreshing concept to him, used to paying out millions for hits such as the Simpsons, 24 or even Fox News.

So the playing field has changed. The new order is an emphasis on connecting people with people, keeping them sufficiently motivated to produce their own content whilst adding widgets (gadgets) to the party ever so often. They are no longer watching – they are indeed participating. It’s all about keeping the party going on auto pilot until the right mix of autonomy and control can be reached without interfering.

MySpace, like any other community online, will enable its “keepers” to spot micro-niches, track early trends, identify new buzz words or concepts and ultimately has the power to make hits, market hits and replace hits with new hits all within the virtual walls of the community

“Popular culture will become more truly popular than ever before”.

read more Wired Magazine
Spencer Reiss July 2006





Posted by Nuno Machado Lopes in social media ,viral marketing ,youth marketing
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July 20, 2006
    youth marketing: TV vs. Online

JunkfoodMarketing products such as McDonalds, Coca-Cola and potato crisps along with other food classified, rather uncouthly, such as “junk food” has come under a lot of pressure as of late including calls for banning soft drinks machines in schools. Many have blamed the growth of obese individuals, especially teenagers, on the consumption of “junk food” coupled with the new “thumb” generation (reference to game playing).

Television has been the prime medium for reaching kids and a report out by Kaiser Family Foundation suggests that “nearly all food marketers (85%) who aim television ads at kids also attempt to reach them online via branded Web sites”.

It goes on to site that “those sites might be far more captivating than TV ads”, according to the report, highlighting an important factor that even though "online advertising's reach isn't as broad as that of television, it's much deeper," according to Vicky Rideout, vice president and director of Kaiser's Program for the Study of Entertainment Media and Health, in a statement.

77 branded food Web sites were analyzed and found that 73% contained advergames with anywhere between 1 and 60 games online. Nearly a third used tell-a-friend to virally escalate their message. Other methods included promotions (65%), on-line TV ads (53%), incentives to buy the product (38%) but surprisingly only 25% offered some sort of membership. I say surprisingly, because of the impact on-line communities are having on the way marketing is now tackled.

The sites (53%) are becoming conscience of the need to inform or at least appear to inform their audience on nutrition and healthy eating (27%). Again I say appear to inform as companies need to go further – Phillip Morris (an example in another industry but blatantly targeting the same segment) dedicates almost their entire site to supplying information on the dangers of smoking and giving “useful” help on how to quit smoking – unfortunately it doesn’t stop them from applying dirty tactics and pursuing a continuous recruitment of adolescent potential consumers. Transparency is one of the main factors adolescents most treasure so the fact that only 18% clearly indicate that they carry advertisements is disappointing.

TV has received most of the brunt of criticism regarding their failure to promote a healthy lifestyle so companies marketing to this segment could take a real look at where they missed the point with TV ads and ensure that they don’t repeat the same error with on-line content. This new generation is astute and very aware with little or no time for brands that don’t deliver – they are not the brand loyal generation so many companies got used to in the past.





Posted by Nuno Machado Lopes in social media ,youth marketing
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June 19, 2006
    still Nervous about blogS

Blog I'd always heard that great executives should always alocate 1-2 hours per day to read an get informed. The reality, is that like many, I was always TOO busy... But now there's NO excuse! You can now download NewsGator that runs in your Outlook 2003 - so if you aren't too busy for e-mails you can't be too busy for blogs. It's actually like tapping into the brains of all the people that could answer all your queries, all your fears and in the meantime you'll stumble across great ideas and sometimes quite inspiring stuff.

Blogging really kicks off when you start to interact with your consumers. We moved our web pages for Paradise Garage to the blog format and we jumped from 250 unique visits to over 1000 but the greatest move only started to take effect today as we replied to our first comments and not very favorable at that - but they were actually very tuned in. They should be - they are straight from our customers!

It's the beginning but it's all about gaining their trust and we've sat for hours looking at a comment wondering whether to remove it - once we had some basic rules - applied to life - opinios are fine, personal attacks not - it was easy. I was VERY surprised however to see these stats on the post in eMarketer.com titled "Executives Not Quite Hot to Blog".

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Posted by Nuno Machado Lopes in [marketing to] women ,bar & nightclub industry ,bits & bobs ,business strategy ,buzz marketing ,customer (dis)service ,design 2 reality ,dreaming events ,emotionally charged ,experiential mkt ,high moving stocks ,how we learn ,in paradise ,my thoughts ,people PEOPLE ,personal development ,players ,remarkable services ,small [enormous] truths ,smart marketing ,videos ,viral marketing ,why do they do that? ,youth marketing
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June 07, 2006
    experiential marketing & Teens

Teen purchasing power and influence continues to grow and as a result marketeers need to find more effective ways of marketing to teens. They may be overwhelmed by all the advertisements but they are also bored. Brands really need to bring themselves to life – event based marketing (experiential marketing) has veen proved over and over that it's one of the most effective ways of reaching this highly sceptical segment.

But how effective is event marketing? First of all it’s essential to evaluate the need to take the brand outdoors. A recent study by Jack Morton Worldwide shows that while all consumers respond strongly to experiential marketing, it’s the teen market that responds strongest. In fact 71% of 13-17 year olds say that experiential marketing is extremely or very influential in their opinions of a brand, product or service.





Posted by Nuno Machado Lopes in experiential mkt ,youth marketing
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    generation Gap – wider?

Ephebiphobia: persistent and unwarranted fear of teenagers. [dictionary definition]

Parents presently view teenagers as gangsta-rapping, cellphone-toting and freaks-geeks and mean-girls world of 2006. The adult cynicism about adolescents derives from the human propensity to exaggerate the threat of the new-fangled. The internet today is viewed as the violence provoking comic books of the 1950´s.

So has there always been a perceived generation gap?





Posted by Nuno Machado Lopes in youth marketing
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