Monetize, Monetize, Monetize!
“Where’s the money? How do we get it? Changing the mentality of the traditional business model is the name of the game. Case study examples and conversation around how building an online presence and community strengthens producers’ abilities to monetize multi-media platforms and projects.” [Bridging Media – Session]
Panelists:
Jordan Behan: Tell Ten Friends and Strutta
James Sherrett: Work Industries
Jennifer Ouano: Elastic Entertainment
Monica Moore: Telefilm Canada
Kicking off the monetization talk, there’s an introduction about the history of websites and the idea of doing business online for an audience. The example given is the Seattle Mariners website, that was the first MLB team to have a website that featured ticket purchases and schedules. Early hurdles were as simple as getting a domain name that applied as their team name was already taken so it had to be bought out.
James is the first speaker who asserts making money is not a goal – having a valuable service, making money will follow – but it is an outcome. He also bring up an essay by Kevin Kelly about what you need to understand about the web that is different – essentially that the web is a copy machine. Jennifer follows up by stating she truly dislikes the term “monetization”. The focus should be how to get money to produce the content, followed by making money from that content. Just try concepts and “see what sticks.”
Jordan speaks to his experience selling print advertising – “local advertising works because it’s relevant to you.” He uses Google Ads as an example since they are relevant to what you have done when they are presented. Also, investors want a return on said investment therefor ads are an integral part of making that happen (as Jordan passes the mic to Monica from Telefilm). “How can we create a channel that allows the advertiser to find the audience it wants.” Which segues right into James talking about AdHack, which is basically user-generated advertising, using a sort of digital word of mouth. “Mass media and mass marketing to micro media and micro marketing.”
Comment from the audience, why is advertising the model that is being focused on when it comes to monetizing? He uses an example of how some people pay to not be bothered by something or to not see ads in the first place. Jennifer brings up the other option, which is funding, and passes the mic to Monica. “We want to see that the products that we finance get the eyeballs.” Continue reading this post ⟩⟩
Buzz Builders: Using Multi-platforms To Build A Buzz and An Audience Around Your Project
“From film to television to the internet, defining your audience is an integral portion in the conceptualizing stage of a project. Are you using the accessible channels of communication to speak to your audience, draw a crowd and create buzz around your work? This panel will focus on, and show examples of, the use of various mediums and technologies to build a community and get your project to your audience.” [Bridging Media – Session]
Panelists:
Colleen Nystedt : Movieset.com
Darren Barefoot: Capulet Communications
Mark Leiren-Young: TheTyee and the film The Green Chain
Nilesh Patel: Roaming Pictures
Colleen gives an introduction about people are spellbound by the process of movie making, “people will pull over and watch us park the trucks.” Her goal was to put these insights into the film production world, online – so the filmmaker can draw in fan experience and it won’t have to interfere with the actual production of the movie. “You can build community around your film,” saying how exposing films to an audience in their infant stages you can get a feel for the audience, get stats, data metrics etc. you can take that information to the distributors.
Mark’s introduction gives his background in theatre and as a writer for local newspapers. He’s making a movie, writing on blogs, and even created a podcast series on The Tyee, which has ended up being longer than the movie and has been picked up on the National Film Board site. He’s got some insights about selling his columns online, and if he were to give the rights to one news organization he wouldn’t be able to sell it to another since it would then be syndicated online.
Darren’s talk was brief until Carol prompted him to speak about his eBook, the Social Media Marketing Playbook. He delves into social media, its powers, its downfalls, and brings up the “Scoble Starfish”.
Nilesh Patel is a filmmaker who directed a picture that is surrounded by much controversy but has thrived online, Brocket99.
Darren quickly mentions Kevin Kelly’s 1,000 true fans, an essay about how to be an innovator and have a true grasp on an audience, you need 1,000 true fans. Continue reading this post ⟩⟩
John and I were whisked off to the Bridging Media conference this morning thanks to PR queen (and fellow West End resident) Colleen Coplick. Upon our arrival at the Hanger (which really is a hanger… big huge loading doors, lack of sufficient power sources and heat) I ran into Kris, Darren, and of course organizer Megan Cole. It’s great to see these important players at these events, and it’s always nice to hear them speak on topics in which they are all well-versed.
We’ve just been informed that in order to power the screen behind the presenters the coffee maker will need to be turned off. I’m currently running on 47% battery life so hopefully I can boost that during a break sometime soon.
The speakers/panelists are sat in the middle of the room, in a casual semi-circle, with a comfy looking leather ottoman between them. We’re just waiting for a) some power and b) some wifi so that I can post this, then we’ll get underway.
First panel is Broadcast and Social Media 101: A Snapshot of Both Worlds
“This session is intended to act as an overview of both communities to help create an understanding of each industries’ process. This panel will consist of Broadcasters, Producers and Digital Media Leaders”.
Kate Trgovac – President, Lint Bucket Media (social media and co-creation) – OneDegree.ca
Kris – President, Raincity Studios – Drupal community development, working with big name media companies.
Leah Mallen – Producer, Twofold Films Inc.
Gary Marcuse- Programming Executive for the CBC in BC
Leah is up first speaking to how the government of Canada is supportive to media and film with many programs and grants, but how do you actually build a business around your productions and content? Going viral to getting licenses, subsidization, tax credits etc.
Television is driven by its audience and reality TV is taking over, but there are now initiatives to find more content online or it’s even driving people back into movie theatres to watch things like documentaries. Leah discusses the challenges, hurdles, rights management etc. when you are a producer of branding entertainment. Continue reading this post ⟩⟩
Thanks to this blog post by Tris I remembered I had signed John and I up for this event a while back after receiving a message about it on my contact page: The Canadian Journalism Foundation Presents Michael Geist E-Publishing and The Law.
Where: St. John’s College, 2111 Lower Mall, UBC
When: April 3rd – Check in: 6:00 p.m., Presentation 6:30 p.m.
Description: Anyone who blogs, comments, sends e-mail or otherwise publishes electronically is subject to the laws of defamation and libel, according to University of Ottawa Law School professor and internationally renowned expert on law and the Internet, Dr. Michael Geist. The Internet and new technologies have ushered in a seemingly unlimited array of possibilities for access to knowledge, creativity, and public participation. Dr. Geist will highlight the role that the Internet is playing for new creativity and knowledge sharing, while identifying the business and policy challenges that this creates for journalists and journalism. The talk will be followed by a Q&A moderated by Beth Haddon, Adjunct Professor at the UBC School of Journalism.
Bloggers, Facebook status updaters, Flickr photo publishers etc. everyone should know their rights, what’s legal, and also where the line is drawn.
Michael Geist writes for The Toronto Star, The Ottawa Citizen, he’s been named one of Canada’s Top 40 under 40, he’s a board member of the authority that governs the “.ca” domains, is entirely anti-spam, and has a heck of a lot to say about publishing content online.
He’ll be addressing these issues alongside key points pertaining to journalism and business practices in this digital age. There is no charge for to attend but you do need to register online. Hopefully I’ll be able to live blog the evening since some folks, including Tris, will be attending Victoria’s first DemoCamp that same day.
The Hollow Tree in Stanley Park is a tourist favourite. On the West side of Stanley Park Drive, it’s a frequent stopping zone and photo op. During the storms of 2006, the tree was weakened beyond already being hollow at the base, and the Parks Board would now like to spend $200,000 to restore it.
The Vancouver parks board will vote next week on a staff recommendation to slice off the remains of the red cedar, believed to be about 1,000 years old, and lay the trunk’s halves out so that tourists can walk between them an appreciate the tree’s size…
… A staff report says more recent wind damage means the the only option to keep the cedar safely upright would be an awkward webbing of external braces. The $200,000 cage would ruin photos taken at the opening in the trunk and could not guarantee the tree wouldn’t fail further. [The Province]
This is not the first time a prominent tree has been given a little bit of a boost from cables and supports. On one of my weekend trips to Vassar when I lived in New England I was told about the London Plane tree on Library Lawn. It boasted the longest unsupported tree limb, and was even in the Guinness Book of Records. When the branch became unstable and the tree could no longer sustain its weight, cables were attached to keep the record-setting limb from budging.
The Vassar Library & the London Plane Tree – Photo Credit:
Joseph A on Flickr
On the radio this morning Jeff O’Neil was saying that if tourists coming to Vancouver are most concerned about a hollow tree, then there’s something seriously wrong with that picture. Sure, I like the Hollow Tree, but I also like all of the other 404 hectares of the park. When our favourite big tree (that we called “Sam”) was toppled was there a rush to get him propped back up? No. Mainly because he was returned to nature, but part of me thinks it was due to the fact that he was located down a less traveled path, and not within handy-cam shooting distance from the roadway.
A lot is being done in the park in the name of tourism (ie. man-made clearcuts for expanded parking lots) meanwhile the true treasures and beauties of the park lie far from any parking spaces.
What would be best for the tree and public safety at this point? I’ll open it up for another Miss604 Poll:
(Poll Closed)
Should the Parks Board spend almost a quarter of a million dollars to support and create a bionic Hollow Tree? Or should nature simply take its course, and we’ll lose a familiar natural landmark?
