#CreCommAdvice (Back To School!)

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Kenton like to channel his inner Kinison at this time of year…

Dan & Kenton jump on board the popular hashtag and give their returning students a bit of advice on how they can be successful in the Creative Communications program.  Plus, some minor changes are on the way to this podcast and the Nerds are gearing up to launch an all-new podcast in a galaxy far, far away….

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Better Call Don Draper For That IPP Pitch!

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The man in the Hathaway shirt. Is Mad Men’s Ken Cosgrove an homage to this classic ad?

Busy, busy week. Tons of awesome media to consume! In the Nerd News, Dan & Kenton talk Star Wars going digital as well as The Simpsons going exclusively digital. Winnipeg was in the news for a bunch of reasons: the BBC’s Red River Women, Louis C.K. and (of course) the Winnipeg Jets making the playoffs. The Nerds also discuss the return of Mad Men and the Better Call Saul season finale.

Also, the annual CreComm IPP Pitches are right around the corner. Dan & Kenton talk about what makes for a good pitch, and why rejection isn’t necessarily a bad thing. 

The Winnipeg “Not-So-Free” Press

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It’s a special Monday edition of the Media Nerds Podcast! Dan & Kenton couldn’t wait a whole week to talk about the Winnipeg Free Press’ recent decision to erect a paywall between its content and loyal readers! After a engaging and hearty debate on Twitter, they just had to lay it all out here: How does the paywall work? Will it work? If not, how can Winnipeg’s oldest and most iconic news source stay in the black? Can we save print journalism? All these questions and more are answered in this discussion.

Show notes:

2:15 – The problem facing newspapers in an online world and the Freep in particular.

10:00 – The solution outlined by the WFP on Friday (see the announcement here.)

21:00 – Details of the Freep’s micropayment paywall system.

30:00 – Dan’s solution: better content that engages a younger audience.

38:50 – Kenton Larsen’s Seven Ways To Succeed in Online Journalism.

58:20 – Media recommendations and wrap-up.

The Free Ride Is Over

Last episode, Kenton and I discussed my recent trip to Dallas for the Social Media Strategies Summit. It was an amazing conference and I learned a ton. Anyone who is currently working, or who wants to work in social media should attend this conference or something similar. So useful.

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@teedubya gives a gif-tastic presentation at #SMSSummit on audience measurement tools. BRO.

One of the things that stood out for me at #SMSSummit was the idea that social media is maturing. Earlier this year, Facebook announced that it would no longer allow pages to reach their “fans” through organic reach (appearing in the feed whenever it is posted). So now when you post to your Facebook page, only about 2% of your fans will see that post naturally. In order to reach more, you have to pay to “boost” the post.

The announcement was met with the usual chorus of “Facebook sucks!” and “I’m shutting down my Facebook, get me on email!” Some brands left Facebook altogether, stating that their money was better spent on traditional advertising such as TV, print and outdoor.

That lasted about a month.

And then, everything went back to normal.

People continued to post on Facebook. Cute cat videos continued to dominate the Internet. The Ice Bucket Challenge happened.

The reason for this is, of course, is that Facebook’s decision to monetize fan page reach doesn’t affect everyday Facebook users. They can continue posting their listicles, “what character are you” quizzes and “bare legs on the beach” vacation photos and the experience is no different for them than it was before the change.

Kenton enjoys the beach as much as the next guy...

Kenton enjoys the beach as much as the next guy…

And so Facebook lives on. A billion users can’t be wrong. Everyone is on Facebook, and therefore all brands should be on Facebook. If you don’t like paying for reach, too bad. As my favourite author said in my favourite book: TANSTAAFL (bonus nerd points to anyone who gets that reference without Googling it).

Social media is no longer “free”.

Not that it ever was completely free. But the common thinking out there (at least in the Winnipeg market, and among many attendees at #SMSSummit) is that all a brand has to do is hire someone to manage its social media presence, and that’s it. No money is needed for advertising because the audience can be reached through Facebook and Twitter for free.

That’s still somewhat the case for Twitter, but it’s changing. And this shouldn’t surprise us. These companies allow us to use their amazing social communication tools for free. Just like radio, just like TV (network TV, anyway), just like the Internet. They have to make money somehow.

We must embrace the change, live in the now! Social media is growing up. Because it costs money, it is now on an equal playing field with traditional advertising. Brands should now allocate a portion of their marketing budget to paid Facebook and Twitter ads, Google AdWords, and various forms of online native advertising.

I’m excited about this; it’s a cool time to be a communicator. And I’m very excited to be covering this material and more in my new Social Media and Internet Marketing course next semester at RRC.

Wave of the future!