Collins DNA http://collinsdna.com Wed, 20 Jan 2010 15:56:32 +0000 http://wordpress.org/?v=2.8.4 en hourly 1 Exploring the Future of Publishing http://collinsdna.com/exploring-the-future-of-publishing/ http://collinsdna.com/exploring-the-future-of-publishing/#comments Wed, 20 Jan 2010 13:14:41 +0000 Admin http://collinsdna.com/?p=97 “Spanning the globe to bring you the constant variety of sport!
The thrill of victory…and the agony of defeat!
The human drama of athletic competition!
This is ABC’s Wide World of Sports!“

When it came to sports, I grew up with Jim McKay and ABC’s Wide World of Sports.   The stories, the action, different cultures and the world it brought into my living room through our small color Zenith TV.   ??When not picking up a game of street hockey, neighborhood football down at the old park or summer little league, sports came into my life through the television.   I was never drawn into listening to classic announcer Johnny Most calling a Celtics game on the radio – or reading the Sports section of the Boston Globe or even read one article in Sports Illustrated.  To me, sports was hands on and a visual media to be experienced – not via print or radio.

Traditional print content producers are starting to realize this as well.  Some are a little too late to the game, not evolving quickly enough, but others are embracing development of different digital channels and content formats to reach a wider audience.   Providing different choices for choice audiences to experience and immerse themselves in great content through different media options.

This is why I love the recent Time Inc. vision of the future magazine using a tablet device.  If you can’t view the video below, you can also check it out on YouTube.

It seems that every major magazine publisher has an idea of how their magazines should look on the upcoming tablet of newspaper salvation.  The demo showcases interactivity, video, and several different ways of browsing through the content.

Outside of the disturbingly inhuman looking, slow moving hand that flips through the pages – I find myself for the first time wanting to immerse myself within Sports Illustrated content.  In time, I may find myself loving the style of writing that they’ve been recognized for and get to know some of the sub-brands within SI which would encourage me to spend more time with their journalists and reporters and pick up an issue (read: more money for Sports Illustrated).

When the content is great, it lives to be freed.   And with the variety of creative ways content can be developed, engaged and distributed through digital and social channels, the future of great publishing could be and should bright.    The new generation of eBook readers showcased at CES earlier this month is another step in the right direction - creating a virtual newsstand in your hand.

The Future of Publishing Should Localize, Specialize and Socialize

Consumer and B2B magazines may have been on the ropes this year, but custom content had a record-setting 2009.

According to a Custom Publishing Council study, more than $1.8 million was spent on branded content this year per company surveyed. Of that budget, print still ruled, garnering 51% of the spend, with Internet content accounting for 27%.  Another 22% went to developing audio and video assets on a company’s behalf.  The share of marketing budgets going to custom media was at 32% in 2009, the highest share ever, beating the previous bar set at 27% in 2007.

Customize your voice, promote your niche, and engage more personally with great content while adding local relevancy.   And of course – provide multiple choice, creative, rich content and multiple media formats for a growing customer base to rejuvenate brands and grow an audience, revenues and business.

What are your thoughts?

]]> http://collinsdna.com/exploring-the-future-of-publishing/feed/ 0 2010 – The Year of Earned Media Through Engagement http://collinsdna.com/2010-the-year-of-earned-media-through-engagement/ http://collinsdna.com/2010-the-year-of-earned-media-through-engagement/#comments Mon, 11 Jan 2010 01:43:02 +0000 Admin http://collinsdna.com/?p=93 Forrester Research recently published a post about defining Paid, Owned and Earned Media and helping to categorize the types of media communicators utilize today. 


forresterresearch.gifPaid Media is the old school traditional advertising / sponsorship model for print, broadcast, radio or online.  This model of media is still driving most marketing budgets & programs today.

Owned Media is content and material created and produced by a Company or organization where they drive and control the messaging and distribution channels – be it videos, ebooks, case studies, customer testimonials, podcasts to be promoted through blogs, website, newsletter or branded social networks.

Earned Media used to be recognized as that third bucket dominated by traditional public relations & perhaps analyst relations programs.   The past few years it has expanded to encompass User Generated Content, Word of Mouth and the ever-misunderstood Viral Marketing Programs. 

So, this begs the question of where do you focus on producing content that puts the heart, interests and needs of your customer first and you earn you way in?

2010 may be the year of earned media and customer attention where reviews, mentions of your brand with linkbacks and online conversations drive greater SEO and more cost effective sales, channels leads and drives cross-company collaboration.  But there is much more that can be added to Paid and Owned media to greatly expand the value of the committed marketing and communications funds and channel building to spur an ever dramatic increase in Earned Media.    We’re seeing it more and more often – major ad buys are showcasing where to find them online.  Better yet, we’re seeing ad buys pointing customer attention to where they can join the conversation with them – be it a website, Facebook or Twitter.

Owned media is rapidly moving beyond the static brochure-ware on the web.  Instead it is being viewed and created as a catalyst and fuel for conversation and yes, ultimately – Engagement.  Here in lies the greatest untapped communications, sales and business growth opportunities.   Content has always been King but it’s important to remember that it became King for it fueled what was essentially more important – Engagement.

So as we move into 2010 find more ways to not only increase your earned media content but to also instill an active listening, monitoring, content producing, community building and sharing strategy that supports the needs of your marketing, industry and customers.  Execute this strategy properly and you will instill excitement, interest, and conversations.  That level of engagement when executed upon effectively will not only help grow your business but accelerate your earned media effectiveness 10 fold – within the next year.

What’s your take on Paid, Owned and Earned Media?  Do you agree that 2010 will be the year of earned media through engagement?

]]> http://collinsdna.com/2010-the-year-of-earned-media-through-engagement/feed/ 0 A World of Firsts http://collinsdna.com/a-world-of-firsts/ http://collinsdna.com/a-world-of-firsts/#comments Fri, 14 Aug 2009 16:24:37 +0000 Admin http://collinsdna.com/?p=68 There are those special firsts in life where we learn more about ourselves in one day by leaping head on into uncharted territory – than we’ll ever realize doing what we’ve become comfortable with.

I learn a lot about life from my son – and strive to embrace new adventures and opportunities with as much uninhibited passion and joy as he. And that’s my wish to all this fine week.

Go paint, swim, sing, sail, dive into a pumpkin patch, write a story, make chocolate pizza or learn to ride a bike.

Everyone was a great artist one time – they’re work proudly displayed on refrigerators across the Globe.  

Why not again?  

Try that new position or venture with friends, make Lemonade, put on a play and rediscover yourself and what drives you. 

]]> http://collinsdna.com/a-world-of-firsts/feed/ 0 Storytellers Wanted – http://collinsdna.com/storytellers-wanted/ http://collinsdna.com/storytellers-wanted/#comments Thu, 02 Jul 2009 15:05:14 +0000 Admin http://collinsdna.com/?p=58 Where has the magic and Free Prize Inside – dig to the bottom of the box passion gone from marketing & products today?   Outside of Apple – I see very few companies that instill the type of passion we all once held as children – to run to the mailbox or wait in line at the store for the special something.  

In the age of social marketing – we’re seeing that type of engagement & wonder slowly seeping back into the corporate culture – and not just B2C.   Alas – we need to move beyond the Speeds and Feeds marketing and start sharing and telling stories once again. 

Where have all the storytellers gone?   Where are the Don Draper’s of the marketing age gone?     Check out this clip where he talks about the power of emotion in communications.

]]> http://collinsdna.com/storytellers-wanted/feed/ 1 Breakfast of Champions – Social Media Over Easy http://collinsdna.com/breakfast-of-champions-social-media-over-easy/ http://collinsdna.com/breakfast-of-champions-social-media-over-easy/#comments Wed, 17 Jun 2009 03:18:23 +0000 Admin http://collinsdna.com/?p=45 It was this time last year that I starting working with Bryan Person to organize Boston’s Social Media Breakfast gatherings as he prepared for his new life in Austin, Tx.   It’s been an interesting, wondrous ride and real pleasure & education to connect with so many amazing people in the New England area who’ve come out to support, sponsor, speak and attend our little morning meet-ups. 

I have another post in mind about being present, picking up the ball & becoming involved when you see something special you want to help shape and contribute to – but that’s for another time.    

Today – I recognized the full circle aspect of our next Social Media Breakfast – for it was at Communispace during their Groundswell book signing party with Josh Bernoff that I first met Bryan and discussed where to take the breakfast gatherings moving forward.   

And here we are now – one year later and we are hosting the 14th Social Media Breakfast #SMB14 at Communinspace office in Watertown, Ma with as many people planning on attending as that great book signing event.   I look back at the photos of that event one year ago – many of the people I didn’t recognize or know then and yet now call friends – colleagues and supporters of the breakfast and follow educators of Social Media movement.  

So thanks Bryan Person and Diane Hessan, CEO of Communispace for giving to your communities and helping foster connections like the amazing friendships and associations I’ve developed over the past year possible.  I only hope that some of the breakfast gathering I’ve helped organized have created similar networking opportunities for professional and personal connections. 

And for those of your interested in this weeks breakfast – here are the details &  the Eventbrite Invite for SMB14 -

Social Social Media Overload – Making Sense of it All

]]> http://collinsdna.com/breakfast-of-champions-social-media-over-easy/feed/ 2 Rockin’ the Boat – SMB Boston 13 http://collinsdna.com/hello-world/ http://collinsdna.com/hello-world/#comments Tue, 26 May 2009 04:27:39 +0000 Admin http://collinsdna.com/?p=1 On a gorgeous Tuesday spring morning in Boston, the city’s social media community gathered at PUMA City on the waterfront to hear from speakers who are “rocking the boat” in their work .

Video: Bob Collins puts a wrap on SMB13

As the breakfast wound down, I asked SMB Boston organizer Bob Collins for his thoughts on the event.

Additional online coverage

meta moment: Do You Know Clarence snaps C.C. Chapman during C.C.'s presentation
(Steve Garfield Flickr photo)

Boston’s Social Media Breakfast 13 was organized by Bob Collins and sponsored by PUMA, which is also sponsoring the worldwide Volvo Ocean Race.

PUMA logo

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