Lotame

This week Michael Lazerow - Chairman & CEO of Buddy Media, will be joining me to give his unique perspective on using Social Media successfully for brands.

Michael, along with his wife, Kass Savarese Lazerow founded Buddy Media. Buddy Media helps bring brands and social networkers together in meaningful ways to drive social brand loyalty. Some of Buddy Media’s social solutions include: App-vertisements (social branded applications), Facebook Profile Pages and Management, Facebook Connect, MySpace Profiles, iPhone Applications, Widgets, and Social Analytics

Listen in and ask questions as Michael share some of his secrets of Social Media success.

Join us @11:30 EST on Thursday June 18th over at Blog Talk Radio.

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I posted a video, of 13 of the most influential leaders in the digital space. I ask each of them the same question, “What is your perspective on what the next 6-12 months will bring for digital marketing.” There are lots of well thought out and varied opinions, but three trends seem to be on the minds of all of these people; Social, Data, and Cross Medium Marketing (using TV, Radio, Out of home, and Digital together.) Lotame’s capabilities in both the Social and Data realms are very strong, and those capabilities will lead to a very strong foundation for cross medium marketing in the future.

The response to the video was overwhelming, so I thought that I would share it on Lotame Learnings. Enjoy

Big thanks to all those who participated in my ad hoc video, John Nardone - CEO of [x+1], Jeff Hirsch - CEO of Audience Science, Adam Broitman - founder A Media Circ.us, Eric Porres & Tom Hespos - founders of Underscore Marketing, David Berkowitz - 360i, Ben Barokas - Co-Founder & Chief Revenue Officer - Admeld, Raj Chauhan - VP, Ad Network Development - Rubicon Project, Michael Burke - Co-Founder & President - Appssavvy ,Tim McHale - The Madison Avenue Journal, Steven Kaufman - EVP, Client Service - MediaMath, David Honing - Co-Founder - media6, and Janet Balis - President - Digital Media Strategies

This week Alan Levy, CEO of Blog Talk Radio, will be joining me in a open conversation about how podcasting and online radio can help brands in their marketing effort.

Besides being a super guy, Alan, along with Bob Charish founded BlogTalkRadio in August 2006. The concept for BlogTalkRadio was developed by Levy as he mourned his father’s passing. Levy maintained a blog, to update his family and friends on his father’s health - and later as a memorial to his life. Levy thought by combining blogging and telecommunications, a true immediate two-way interactive online platform could be established. This led to the birth of BlogTalkRadio.

Please join us as we explore how to effectively use this new platform for marketing.

Join us @11:30 EST on Thursday 4/30 over at Blog Talk Radio.

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Dan Reich, one of Lotame’s business development team, just published a thought provoking piece on how marketers can effectively use online video platform, like YouTube. I really like his comparisons between the Media Dictatorships of yesteryear and Media Democracy of today. In Dan’s own words:

We used to live in what I will call a Media Dictatorship. A Media Dictatorship is a world where content is created by a few dictators (media companies), and as a result, those few dictators are able to charge a premium to advertisers for access to the eyeballs and ears of the people watching that premium content. This process is called television, radio, print, magazines, and newspapers. Think about the Super Bowl and Super Bowl commercials for a second. One night a year, content providers or dictators (the cable network hosting the Super Bowl) know that they will have an entire country watching their show, and as a result, they are able to charge a fortune to advertisers for a 30 second commercial. According to the Associated Press, a 30 second spot for the 2008 Super Bowl was $2.7M dollars. On this night, everyone knows that millions of eyeballs and ears will be tuned in, and so, advertisers are willing to shell out some big bucks for the opportunity to reach all of those viewers (according to a Nielsen report, there were 97.5M viewers of the 2008 Super Bowl). In this world, the world of a Media Dictatorship, the dictators own the distribution of the content, and therefore they own your attention.

Today we live in a very different world. A world that I will call a Media Democracy. A Media Democracy is a world where content is created by anyone, and as a result, those people are able to charge whatever they would like. However in this world, in this Media Democracy, the people that own the distribution do not force their content on the people (see Google). These distribution owners let the people choose what they watch or listen to and as a result, attention isn’t owned but earned. In order to accrue lots of eyeballs and ears, the content must be compelling and the people must be willing to share. And unless there are lots of eyeballs, it is very difficult for the people to charge advertisers anything at all. Consider that YouTube video that you loved, but only has about 100 views. Although the content may be awesome, 100 views is of little significance to big brand advertisers. Now consider that YouTube video that your friend told you about. The video that you would of never heard of had that friend not said anything to you. Turns out, this video has 100M views. Guess who made money off of this video? No one. There was no $2.7M commercial for 30 seconds. The video itself was only 55 seconds, and yet for 55 seconds, this video had the attention of almost 100M viewers. This was a mini Super Bowl event that happened organically, grew virally, and was controlled by no one. A true democracy.

Welcome to the new age of the internet. Open, distributed, democratized. More specifically, welcome to YouTube. At any given point in time a video could experience a Super Bowl-like event or what I rather refer to as a Black Swan event.

When you openly start to compare actual numbers of video views to survey based results for television shows, you start to see that there are examples of Super Bowls events happening on a monthly, weekly, and daily basis…on all different parts of the web.
Read the rest of Dan’s blog post which can be found here.

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