IanSchafer.com

Upcoming Events You Should Consider Attending.

The next two weeks are flush with events in NYC, orbiting around the sun of Advertising Week.

I'll be flush with events too, so here's a heads-up on how you can catch me...

Monday, September 15th

Social Ad Summit

Tribeca Rooftop, NYC

11:15am - 12:00pm

Branded Experiences on Social Networks

Large brands spend billions of dollars every year on advertising. Hear from a few of those large brands about how much they are allocating to social networks. Find out what has worked and what hasn’t as well as the hurdles for brands getting on social networks.

Thursday, September 18th

OMMA Global

Marriott Marquis, NYC

4:45pm - 5:30pm


Getting Social Sites to do your Work for You

Are you looking to precisely target based on demographics or activity? Targeted ad networks are showing promise for delivering more precise demographic segments for marketers than the big global networks. Could the same be true for vertical social networks? Social shopping, reviews, and more targeted groups can provide better engagement for those people you want to reach.


Moderator:

Brant Barton, Founder, Bazaarvoice


Speakers:

Adam Cahill, SVP, General Manager of Carat

Michael Carrier, CEO, StyleHive

John Riordan, Director-National Sales, Yelp.com

Ian Schafer, CEO, Deep Focus

Thursday, September 22nd

MIXX 2.8

Crowne Plaza Hotel, NYC

4:45pm - 5:30pm


The Self-Service Revolution


It sounds too good to be true: A completely automated process for setting up and executing highly-targeted ad campaigns. But how do we separate the hype from the reality? In this interactive session, you'll hear from marketers and platform-providers working together to define the automated future.

Moderator:

Michael Wolf, Partner, Farrallon Point, Inc.



Panelists:

Dan Ballister, Chief Operating Officer, TRAFFIQ

Aaron Finn, President & CEO, AdReady

Ian Schafer, CEO, Deep Focus

Jay Sears, EVP, Strategic Products & Business Development, ContextWeb

Tuesday, September 23rd

Advertising Week

Paley Center (formerly the Museum of TV and Radio), NYC

12:00pm - 1:00pm


Social Media: Giving Voice to Social Causes



The explosion of social media has created countless new ways for advertisers to engage consumers. It’s also created countless ways to promote social causes and increase civic engagement. Whether it’s social networks like MySpace and FaceBook or bloggers, widgets, twitter, or friend feed, these powerful tools can and are being used for the greater good. This panel brings together the best of the best to discuss where social networking meet social change.

Panel:

Moderator: Bob Greenberg, Vice President, Corporate Brand Marketing
Panasonic Corporation of North America

Douglas Atkin, Chief Community Officer, Meetup

Chris Colborn, Chief Experience Officer, R/GA

Lexi Reese, Head of Media Platforms, Google

Ian Schafer, Founder & CEO, Deep Focus

My First Webinar: A Blueprint For a Successful Social Media Website

I'll be co-hosting a Webinar with the fine folks at KickApps on July 23rd at 2PM ET/11AM PT. Here are the sordid details:

On July 23rd at 2PM ET/11AM PT, we’ll be hosting a webinar where we’ll share tips and best practices for creating and running a successful social media website. If you’re in the process of putting together your social media website or are looking for ideas to take your website to the ‘next level,’ this webinar is for you.

Topics we’ll be covering:
1.Designing your social media strategy and experience
2.Leading and managing your online community
3.Programming your website’s social media experience
4.Social marketing for growth

We’ll be joined by a couple of special guests who are leading minds in their respective fields:

Ian Schafer is the CEO of Deep Focus, one of most innovative marketers around whose award winning agency has developed numerous social media marketing campaigns for brands like HBO (Flight of the Conchords) and Vitamin Water. Ian will share some ideas and thoughts around putting together a social media strategy and marketing a social media website.

Stephen Merrill is the general manager of BudgetTravel.com. Stephen recently launched My Budget Travel, inspired by the magazine’s daring, user-generated June 2008 10th Anniversary issue that showcases a reader-submitted cover photograph, and feature-length articles written entirely by readers. The KickApps powered social media section of the website gives readers and travel enthusiasts the opportunity to share their fondest travel experiences and adventures, and discover new ones. Stephen will talk about how to integrate social media and user-generated content successfully with editorial programming.

Sign up for the webinar at: http://www.visualwebcaster.com/event.asp?id=49150.
Once you’ve registered, just click on the link above to attend the webinar. If you need to use another machine, just re-register. We’ll send you a reminder a day prior to the event.

If you've been thinking about whether or not to build a social media website (or a social network itself) rather than advertise within a MySpace, Facebook, or Bebo, this one's for you.

PMOG Out of Beta. Officially Launches. Why Should You Care?

PMOG, the Passively Multiplayer Online Game, has come out of its 15,000 player beta (of which I was a part of) and is now open to the public.

In a nutshell, this game requires you to install a Firefox toolbar (a la stumbleupon) that enables you to plant 'mines' on sites, entrap other players, and otherwise generally score points.

You've seen passive games before, but maybe didn't realize it. Like Scrabulous, for example. Action in the game may happen while you're away, but you can always come back to it -- it's just that gameplay probably advanced while you were away.

This non-committal style of gameplay can be the perfect balance for the average busy (or just multitasking) individual.

So while PMOG might not be a full-blown revolution in online gaming, its fundamental strategy of being 'just enough' to challenge, entertain, and engage over an extended period of time may be something that you and your brand can take a lesson or two from.

So go ahead. Give it a whirl.

Sprint: ‘ Meh ’ for Effort.

So just saw a Sprint ad on TV featuring Dan Hesse, the CEO of Sprint, telling me about how Sprint is revolutionizing wireless networks and communication.

At the end of the spot, the flash Mr. Hesse's 'email address', dan@sprint.com. I'll save you the time wondering what happens if/when you email that address. Here's the response you get:

Thank you for taking the time to write to me. There are a lot of exciting changes going on here at Sprint. To really revolutionize wireless as we know it, we need your input. It's so important that we hear from the people out there who are using our phones every day so we can provide the best service. I would like to take the time to read your email carefully and respond. In the meantime, don't hesitate to check out the details of our new Simply Everything plan at www.sprint.com/everything. A representative from my office will be contacting you in about a week.

Thanks again,
Dan Hesse
CEO Sprint

And what kind of response does this generate? I've been checking the interwebs for people's reactions, and this one seems to be representative of the general sentiment:

Granted, it would have been at least a nice touch to use my actual name as the salutation...or to even at least have a salutation. Would have at least created the illusion that another person was on that side of the email, rather than some stupid computer program.

Ah well...just like Sprint. They take one step forward with their advertising, but 2 steps back when it comes to actually responding to people directly. I guess the saying is true: the more things change, the more they stay the same.

The only thing worse than not moving towards a more transparent relationship with your customers is only going part of the way.

Reality Mining

MIT's Technology Review just published it's list of 10 Emerging Technologies for 2008. The one piece that resonated with me is Sandy Pentland's exploration into Reality Mining especially in relation to social networking, new media and interactive.

Reality mining "is all about paying attention to patterns in life and using that information to help [with] things like setting privacy patterns, sharing things with people, notifying people–basically, to help you live your life."

This becomes a hot topic for a few reasons. First and foremost is, once again, privacy issues. Data capture is part of our daily lives – credit card usage, cookies on sites, social network profiles, company swipe cards – and as technology continues to slowly infiltrate more of our lives, we become more tolerant and accepting of what information is divulged and distributed. Everyone has see the movies with the FBI trying to trace the criminals phone call with the criminal hanging up just before being caught. However, most people don't think about that even with mobile phones being on all the time A simple Google search on his/her name would surprise a lot of people.


Reality Mining has been a reality for years. And as mobile phones become more prevalent with WI-FI, Bluetooth and GPS-type systems (ala iPhone,) in addition to the laptops we carry around and use, the continual social network is our daily life. And as mobile technology advances, our blip on the grid becomes more prominent. The Human Cyborg ideal continues to press forward. Professor Kevin Warwick first started research into this in 1998 by planting microchips in his arm for recognition of systems in his lab.


The major benefit of Reality Mining is from an anthropological standpoint. How people interact, where they are and when they are. Tying this information into disease outbreaks, advertising models (when a person sees an ad, what do they do right afterwards?) and general healthcare and "human maintenance." Smartex in Italy is working on clothing that does just that.


It's a bit of the God factor (being omnipotent and omniscient) that is also fascinating. Knowing where your friends are at any time, knowing what they're doing, where to get the food your phone knows your craving. It's bringing the idea of Facebook, Google Maps, Dodgeball and other sites into the physical space. The ultimate social network. Maybe even a step closer to SkyNet.


Real-time in real-time. Very meta.

Creative Department Secret Weapon: Story Games

The Idea Well—sometimes it runneth dry. All Creative Service employees know about brain drought. Even worse, it’s contagious and can stop a pitch or project dead in its tracks. The usually panacea? Ping-pong tables, CommArts books and TheFWA.com. There’s gotta be a better way! Well, if brain drought’s the poison, I’ve got the remedy.



Story Games

A couple years ago, I discovered a Story Games creative community. Story Games is a sort of synonym for indie, pen and paper RPGs. Unlike earlier RPGs (D&D-type stuff) there’s generally a lot less number crunching. In these games, the mechanics are designed to expedite the storytelling. Plus, you’ll find games with all sorts of awesome and original concepts that extend beyond fantasy, from dating to show biz development. What’s great is that each one has a unique, intuitive system (engine, in tech parlance) for narrative progression, collaboration and/or competition—essentially dialogue and interactivity.

Hmmm, dialogue and interactivity increase engagement, promote co-authorship and build narrative. That sounds really familiar…like from every client brief written in the last two years!

Not sold?

Here are 5 reasons why your Creative Department should be playing Story Games:

1) They Keep You Together. Story Games promote the collaborative development of big, relatable, compelling ideas that work for everybody…no hobby horses allowed.

2) They Keep You Honest. The mechanics that power these games are basic and elegant. Usually just poker chips, a traditional card deck or simple custom tokens. As creatives and technologists we sometimes forget that emotionally compelling interactive experiences don’t require wizbangery.

3) They Keep You in Shape. Been working for one brand or on one project for a few weeks or months? Story Games keep brainstorming muscle fit, even if it’ll be another month before you can come up for air.

4) They Keep You in the Spotlight. No hiding in the corner, resting on the laurels of AS3 skills. If somebody is gun shy (or lazy) about ideation they can’t run away in a Story Game. If they do, the experience is compromised. However, as long as everybody is onboard, the engine will work and ideation and presentation skills will evolve.

5) They Keep You Sane. In reality, these games are like narrative karaoke. They’re fun, fast and everybody gets to shine. Most importantly, they’re not work…but they’ll make you better at your job.

A Final Note:

Ian and company are going to resolve the engagement debate soon. However the measurement system nets out, the numbers are going to favor the executions that tell the best stories.

Designers of My Favorite Story Games

Jason Morningstar (The Shab al-Hiri Roach)
Jared Sorensen (InSpectres)
Matt Wilson (Primetime Adventures)
Emily Care Boss (Breaking the Ice)

I also recommend game designer Ron Edwards seminal essay, “System Does Matter”.

Definitive Directory of Super Bowl Commercials Online — Before They Air.

Some of these aren't the full spots, some are only 'teasers', but I couldn't find this anywhere else, so I thought I'd put it together.

If you find ones I didn't, add them in the comments, and I'll add them to the list.

For now, bookmark this post, and check back frequently for updates.

Anheuser-Busch






Audi
Nothing online yet. Just news.


Bridgestone/Firestone



Cars.com



CareerBuilder.com



Coca-Cola
Nothing yet.


Dell
Nothing yet. But here's a promo:





eTrade
Nothing yet.


FedEx
Nothing yet.


Frito-Lay
"Winning band" not named yet.


Gatorade

Find more videos like this on AdGabber




Garmin

Find more videos like this on AdGabber



General Motors
Nothing yet.


GoDaddy



Hershey/Ice Breakers



Hyundai

Find more videos like this on AdGabber


Find more videos like this on AdGabber



Kraft/Planters
Nothing yet.


NFL
Nothing yet.


New Line Cinema/Semi Pro
Nothing yet, but here's the music video.



Paramount/Iron Man
Nothing yet.


Pepsi




P&G/Tide to Go
Nothing yet.


Salesgenie.com

Find more videos like this on AdGabber


Find more videos like this on AdGabber



Sony/You Don't Mess With the Zohan
Nothing yet.


Taco Bell



T-Mobile
Nothing yet.


Toshiba
Nothing yet.


Toyota
Nothing yet.


Unilever/Sunsilk



Universal Pictures
Nothing yet.


Under Armour





Victoria's Secret



Warner Bros.
Nothing yet.


Walt Disney Co.
Nothing yet.


White House Office of National Drug Control Policy

Writers ’ Strike + Makegood Problems = Serious Upfront Trouble?

As Adweek reports, NBC is having trouble making good on TV underdelivery. This is happening even while there is new programming on the air.

As new episodes of series stop airing (this is already happening, BTW), it is going to become more difficult for networks like NBC to deliver the goods for its advertisers. With no end in sight for the writers' strike, we're looking at at all this having a serious impact on the May "upfronts" -- the traditional way networks have trotted out their new programming to (salivating) advertisers.

As the Wall Street Journal reports, networks are already making plans for drastic changes to upfront sales, when ratings can no longer be guaranteed like they used to.

At a media conference in New York last week, Jeff Zucker, president and chief executive of General Electric Co.'s NBC Universal unit, suggested that, in the event of a prolonged strike, a similar ad-sales period might still make sense but perhaps not a "grand presentation" in the spring. "I don't think there is any rule that says we have to do it that way," he said.

Honestly, this whole upfront thing has been on its last legs for a few years now. Every year, people question it, and the networks respond by saying, "What, me worry? We sold out our inventory!"

The problem is, while selling out all of your inventory is a good thing, if you can't deliver the inventory that you sell, you put yourself in a position to refund that money, which is not good for anybody.

Writer's strike or not, the upfront as it has previously existed is in trouble. Any sign of life is the effect of another year of CPR (with a stress on the "PR") by the broadcast networks on the old way of doing business. We're staring down the barrel of a showdown between the networks (and each other) and advertisers, wondering who is going to budge first. The last few years, advertisers have said they'd take a stand, but that was more fluff than action.

Will 2008 be the year that advertisers shift more of their dollars away from a medium that is delivering shrinking audiences and inventory (television), and towards one that is delivering growing audiences with more accountability (digital)? I sure hope so.

The picture isn't gloomy for networks, though. If they can continue to accelerate the positive momentum they've established via online video and media acquisitions, their audiences can continue to grow. But changes need to happen before you disappoint advertisers -- not after. Another year of disappointment may sour them to the taste of upfront television media buying strategies for good. Now is the time to prepare for digital media to take a bigger seat at the table, for advertisers' sake, and not just a empty proposition on a stage at an upfront presentation.

(Thanks, AdPulp, for the heads-up.)

South Park and Comedy Central To Split

Split ad revenue, that is.

There's a great article in today's NY Times about a freshly-inked deal that Trey Parker and Matt Stone have signed with Comedy Central to (finally) create a hub to legitimately and legally distribute ad-supported South Park content, with the revenue to be split 50-50.

Epidodes of South Park are amongst the most pirated, illegally downloaded content on the web, and this will be a way that fans of the series can finally get their fix, and bloggers everywhere can back up their report on the previous night's episode with a legal clip of the series.

As usual, Matt Stone lays down a zinger when asked if they were glad to, in a way, be getting a piece of the series back (the original deal had Comedy Central owning it all):

“The idea that we’re getting a little piece of it back — and in five years we’ll probably be going to court and fighting about it — but in ownership terms, that’s kind of an amazing thing,” he said. “People always ask us, ‘You own it, right? No? Why’d you sign that deal?’ And I have to say, ‘Because I was sleeping on my friend’s couch.’ ”

Comedy Central's got some of the most culturally relevant content on television (Daily Show, Colbert Report, South Park), and therefore some of the most referenced online. The creation of this hub can be a game-changer for the network, and maybe even big-media in general.

(Full disclosure: Comedy Central is a Deep Focus client.)

Another Edelman Fiasco

From the what-not-to-do files...

Let me preface this by saying that Steve Rubel (now at Edelman PR) is one of the most important and influential advocates of online PR, blogging, and general do-gooding when it comes to opening up dialogues between companies and consumers. This industry needs Steve Rubel.

Steve has historically praised transparency, but took a foolish misstep in being a little too transparent, thanks to his itchy twitter finger. He literally trashed PC Magazine in plain view of everyone -- and is now paying the price.

Check out FakeSteveJobs' take on this fascinating and developing story.

And stay tuned for a blog post from me that will redefine the way you think about online PR.