A VC - Latest Comments in http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

fredwilson — Mon, 27 Apr 2009 11:52:11 -0000

Excellent

Shared media is social media

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

petekazanjy — Mon, 27 Apr 2009 11:40:14 -0000

I like "Shared Media" for media that has been passed along by an individual. That's what we call it in-house.

The act of sharing does two things:

1. it targets the media using demographic/targeting metadata that pretty much *only* lives in the brain of the user. My act of reading Fred's blog means so many things about me which would be amazingly difficult to roll up into a Facebook profile or broken down in discrete database tables.

2. It puts the personal stamp of approval on the media in question.

Those two things combine to increase relevance. I am more likely to click a link passed by Fred (stamp of approval) *and* it's more likely to be interesting to me (I read Fred for a reason), which in turns makes it more likely for me to pass it along, etc.

"Shared media" is that which has been passed along.

"Shareable media" is that which is designed, from the get-go, to be shared, and this understanding impacts its design, its delivery plan, and more.

Pete Kazanjy
Director, Product Marketing
750 Industries

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

fredwilson — Fri, 10 Apr 2009 09:11:20 -0000

Great insight

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

Morgan Warstler — Wed, 08 Apr 2009 13:53:26 -0000

Its quite alright. It looks like we should first have pitched your firm for cash.

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

hypermark — Wed, 08 Apr 2009 11:59:56 -0000

No worries, and thanks for the note, Fred. Toughest part is figuring out
what NOT to talk about, as a less initiated audience quickly goes into
information overload.

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

Daniel Runion — Wed, 08 Apr 2009 11:26:32 -0000

The slide w/ the flow chart of Paid v Earned media made me wonder "Are Community Managers replacing Account Managers?"

I think so.

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

Adrian Palacios — Wed, 08 Apr 2009 07:31:46 -0000

Daniel, that would be great. You can email me or hit me up on chat @ brandingme@gmail.com when you have a moment. Thanks :)

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

fredwilson — Wed, 08 Apr 2009 06:32:10 -0000

I believe slide 2 is about how much is spent on media in each sector each year

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

fredwilson — Wed, 08 Apr 2009 06:27:12 -0000

Thanks for sharing this with me. Smart people on that panel!

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

fredwilson — Wed, 08 Apr 2009 06:13:10 -0000

You were right Chris

The crowd liked the VC stuff better

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

fredwilson — Wed, 08 Apr 2009 06:11:15 -0000

I was not able to get this into my deck Morgan

I was hoping to work more on the deck on Monday but events overtook me and I had to run with what I had

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

fredwilson — Wed, 08 Apr 2009 06:11:11 -0000

Thanks for the link Mark

I had to punt on updating the deck mid-day Monday as events overtook me

But this feedback was so helpful in the talk I gave

thanks

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

Michael Downing — Tue, 07 Apr 2009 18:02:09 -0000

Great Preso Fred,
A couple of quick questions:

1. Screen #2 "Global Ad Spend" > do we mean...how much total Ad revenue generated by each medium?

2. You mention the dynamic in advertising of Creative VS. Media Buying....in my agency experience the likely percentage difference between the two is typically 8:1 to 15:1 in favor of media buying.

But more important than the percentage difference.....the relationships between the two is forever changing....today the lines are blurring between who does creative and "buying" exclusively.

As an example, new vertically targeted networks, establish great "reach" for their clients (brands) but they more and more are also developing cutting edge creative/integrated campaigns that achieve the objectives of their client brands...this is really changing fast and new ideas are forming all the time....potentially displacing the typical agency - media buyer dynamic.

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

obscurelyfamous — Tue, 07 Apr 2009 18:00:00 -0000

Your comment was already a good read, and I'd love chat and get your thoughts sometime. I think your experience here out in the wild and your thoughts would be helpful regardless of how niche your market is. I'm daniel at disqus.

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

Scott27 — Tue, 07 Apr 2009 14:14:11 -0000

I recently attended an interesting presentation at a law firm in Boston, where Rishi Dean of Visible Measures presented on a similar topic. A couple of key points he highlighted were (i) the ultimate goal of "web advertisers" is to capture market share from corporation television marketing budgets, (ii) the biggest impediment to such corporate buyers is understanding and measuring the effectiveness of the advertisement, (iii) at some level, web-based advertisers have too much data, which makes it more complex to understand - example: how many mouse overs should count as a click versus a "view" versus someone watching part of a video etc..., (iv) a level of standardization in industry verticals might solve this - example: within automotive, it's unlikely that consumers will click through and buy a car, but may be driven to see a particular message and spend time on an advertising page, engaged with the brand.

You might also be interested to know the panel selected Boxee as the potentially most disruptive technology on the market related to video advertising and video media.

Finally, the other participants were from Bain Capital Venture, Akamai, and ScanScout, so apologies if I attribute something to Rishi that should have been to one of the other panelists.

Hope your presentation went well!
-Scott27

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

Carl Rahn Griffith — Tue, 07 Apr 2009 08:54:24 -0000

word media.

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

Marty Butler — Tue, 07 Apr 2009 08:50:36 -0000

1.... 2.... 3....We can pop over to Uchi. Loved watching the We Live IN Public trailer. Please do let us know when you are headed our way.

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

MikeDuda — Mon, 06 Apr 2009 22:30:21 -0000

Don't think as such.

The definition of insanity is doing the same thing over and over and expecting a different result. These conferences tend to be regurgitations, so what you don't know makes you a perfect keynote. In fact, it's the only thing I plan on seeing.

For most of the people in the room, the future of their craft is dependent on thinking differently in (drumroll) a more accountable manner. Good luck. Looking forward to it.

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

Chris Wilson — Mon, 06 Apr 2009 19:45:26 -0000

I'm just a low-level ninja. There are shoguns in this game. But...

The caveat is your friend. Something along the lines of - "Though I know many of you in this room know this stuff inside and out - far more than I - the fact is that very few brands have embraced it. That's curious. Something must be missing. So the question is what kinds of companies, tools, skillsets, etc. will emerge to usher in the future of earned media as a standard program component for marketers of all sizes? That's what I as a venture capitalist care about."

Or something like that. The spotlight then ends up where it ought to - on your expertise as a VC in reading tea leaves and ruminating on what they might mean. You provide enough about earned media to establish/clarify what you're talking about and then you move onto the role of VCs in the space. That's where *you're* the shogun.

Incidentally, the questions - "what's missing?" or "why is this not a standard part of marketing programs?" might be good ones to ask. All marketers with any sense know they need to be operating on the social side of things, but yet they mostly don't. I suspect the answers are the usual answers - resistance to change, organizational silos, and political infighting - however, as I stated before, it could just be a tools thing. Brand surveillance is awesome, but hardly anyone can figure out how to do it or afford it. Just throwing that out there...

I saw your talk at web 2.0 in NYC in the fall, so I know you'll do fine. This crowd-sourced vetting process will ensure that.

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

fredwilson — Mon, 06 Apr 2009 18:27:22 -0000

That's good

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

CoryS — Mon, 06 Apr 2009 18:15:39 -0000

Bit of in-house, non-agency marketing perspective here. This is all about problem - solution, right? Problems with earned media:
*interaction and engagement requires qualified staffing, we are cutting staff in big companies atm
*buying traditional media is planned, then executed = predictable, earned is assumed to be a messier process
*earned media, may not extend fast enough to mass audiences for large audience adoption
*many agencies do not do both earned and traditional, hence when we pick media, our existing traditional houses get the jump ball
*we [in house marketing groups] know the trend is coming, and also see the gap on what to use to cross over, e.g. the way Salesforce stepped in
*along with point 1 = we are struggling with budgets and while 'new' is interesting, cost cutting / effectiveness better be part of the equation, don't push new untested stuff at us as we're not college kids willing to try anything for free

Now, is slide 22 my answer to the list above?

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

GrishaRemake — Mon, 06 Apr 2009 18:05:06 -0000

Another suggestion: "earned attention"

People's attention is an internet currency.

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

Morgan Warstler — Mon, 06 Apr 2009 17:28:22 -0000

SaysMe.TV

http://www.nytimes.com/2008...

We started in politics. And after that success, in January the cablers approved us for branded and local.

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

Ro Gupta — Mon, 06 Apr 2009 17:19:58 -0000

Some good suggestions. May also be worth noting, Fred, that the FTC is apparently considering more trad'l standards for social media campaigns: http://bit.ly/kCVdZ. Granted this appears specifically targeted towards 'paid earned media,' if that makes any sense -- e.g. pay-per-review bloggers. Reaction so far from mktrs has not surprisingly been negative, but in the long term I think this could help legitimize the concept of systematically tapping into these earned media channels in the eyes of the mainstream/old guard... Let's hope, though, that the Feds can distinguish between apples and oranges when trying to apply some of the rules from the past.

Re: http://www.avc.com/a_vc/2009/04/earning-your-media-continued.html

fredwilson — Mon, 06 Apr 2009 16:56:08 -0000

I hadn't thought of the slide sharing sites as earned media platforms

I guess I am using it that way!