Scott Monty

Must-See Twitter

<div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/-XDqkBt19Alw/TWSL38ogCsI/AAAAAAAACI0/J9XfjMHpZnE/s1600/tv.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="185" src="http://3.bp.blogspot.com/-XDqkBt19Alw/TWSL38ogCsI/AAAAAAAACI0/J9XfjMHpZnE/s200/tv.jpg" width="200" /></a></div>Once upon a time, we used to watch TV by appointment. Families gathered together around a tiny screens - screens that were even smaller than our current laptop screens - and share the experience of watching a program together. Even earlier than that, families used to sit around their radios and "watch" their favorite comedies, dramas and adventures.<br />
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Whether it was the <a href="http://www.amazon.com/gp/product/B0027BWUX0?ie=UTF8&tag=thebakerstree-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=B0027BWUX0">Jack Benny Show</a> on radio or the amazing <a href="http://www.amazon.com/gp/product/B0007ZSHR6?ie=UTF8&tag=thebakerstree-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=B0007ZSHR6">Thursday</a> <a href="http://www.amazon.com/gp/product/B000VECAEE?ie=UTF8&tag=thebakerstree-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=B000VECAEE">night</a> <a href="http://www.amazon.com/gp/product/B00008NV4G?ie=UTF8&tag=thebakerstree-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=B00008NV4G">lineup</a> on NBC in the 1990s, for the better part of half a century, we enjoyed entertainment when the broadcasters decided we should. <i>What's that, you say? You work on Thursday nights? Sorry, but that's when our show airs.</i><br />
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To a certain extent, the VCR solved that dilemma, but it was cumbersome and required a commitment from the user. With the advent of the DVR, the process is much cleaner - no piles of tapes, no flashing 12:00 - and viewers can skip over the commercials quickly. Now, with streaming video from the likes of Netflix and today's <b><a href="http://www.amazon.com/gp/prime/signup/videos?ie=UTF8&redirectURL=L2Iv%250A&redirectQueryParams=bm9kZT0yNjE1MjYwMDEx%250A">announcement from Amazon</a></b>, the option of play-on-demand is more diversified and available than ever. We can watch programming when, how and on <a href="http://www.amazon.com/gp/redirect.html?ie=UTF8&location=http%3A%2F%2Fwww.amazon.com%2Fs%3Fie%3DUTF8%26x%3D0%26ref_%3Dnb_sb_ss_i_0_14%26y%3D0%26field-keywords%3Dblu%2520ray%2520player%26url%3Dsearch-alias%253Delectronics%26sprefix%3Dblu%2520ray%2520player&tag=thebakerstree-20&linkCode=ur2&camp=1789&creative=390957">which devices</a><img alt="" border="0" height="1" src="https://www.assoc-amazon.com/e/ir?t=thebakerstree-20&l=ur2&o=1" style="border: none !important; margin: 0px !important;" width="1" /> we choose.<br />
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Such a variety of choice - being able to view programs on devices such as phones, <a href="http://www.amazon.com/gp/product/B00472O24C?ie=UTF8&tag=thebakerstree-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=B00472O24C">netbooks</a>, laptops and <a href="http://www.amazon.com/gp/product/B002C7481G?ie=UTF8&tag=thebakerstree-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=B002C7481G">tablets</a> - fractures our communal viewing habits. Whether we're commuting, passing time while waiting to meet someone, or simply curled up on the couch, we have own own screens - and many of them. Long gone are the days of a single screen around which we could gather to watch our favorite program.<br />
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<span class="Apple-style-span" style="font-size: large;"><b>What's Old is New Again</b></span><br />
But there's something interesting happening at the same time. While one might expect these fractured viewing habits to lead to more isolated experiences, new communications platforms and technologies are making it possible for us to recapture this collective experience. In a comment on a Facebook post regarding a Freep article ("<a href="http://www.freep.com/article/20110222/NEWS09/102220305/Mark-W-Smith-TV-watchers-look-Web-instant-analysis-laughs">TV watchers look to Web for instant analysis, laughs</a>"), I called this the "digital living room," in which we have the ability to have a shared experience once again.<br />
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One recent Fast Company articles point out how <a href="http://www.freep.com/article/20110222/NEWS09/102220305/Mark-W-Smith-TV-watchers-look-Web-instant-analysis-laughs">appointment TV has returned</a>, because of none other than Twitter. If one watches the flow of commentary and topics that trend up during popular shows, it's easy to see how viewers are sharing their experience with each other and offering their own stream of commentary. Fans who have TiVo'd their programs had better steer clear of Twitter while their favorite programs are on, lest they have a barrage of spoilers come their way. Indeed, American Idol and Dancing With the Stars winners are usually blurted out on microblogging sites first. In another article, Fast Company called Twitter <a href="http://www.fastcompany.com/magazine/151/i-want-my-twitter-tv.html">TV's killer app</a>.<br />
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I actually had this experience first hand a few months ago. PBS contcted me and asked that I host a live Twitter chat (promoted through <b><a href="http://www.bakerstreetblog.com/">my other blog</a></b>) during the premiere of <a href="http://www.amazon.com/gp/product/B004132HZS?ie=UTF8&tag=thebakerstree-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=B004132HZS">a much-hyped new show</a>. The <a href="http://www.bakerstreetblog.com/2010/10/more-to-me-than-twitter-illu.html">statistics were impressive</a>, showing a very healthy interaction in a limited time period around a very specific subject. Viewers were able to have questions answered by an expert, and they collectively shared their enthusiasm and surprise throughout the course of the show and afterward.<br />
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<span class="Apple-style-span" style="font-size: large;"><b>Okay...so?</b></span><br />
What does it mean for brands?<br />
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The fear of skipped ads has been palpable over the last few years. Advertisers are spending more and more of their budget trying to be creative and break through the clutter. What's to bring a brand back into the conversation?<br />
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One way would be to capture the moment through a chat on Twitter. By selecting some high-profile Twitter user in your brand's niche, you'd have a credible authority who is able to hold a convincing and intriguing set of conversations around your product.<br />
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For additional technology resources, platforms like <a href="http://www.getglue.com/">GetGlue</a>, <a href="http://gomiso.com/">Miso</a> and <a href="http://www.intonow.com/ci">IntoNow</a> provide alternatives for a variety of devices and for a variety of entertainment content. Each give viewers a chance to connect and share - but more importantly, services like this give brands a chance to connect as well. I can just imagine a brand that integrates a creative and interactive element around a television program that involves one of its products - either as product placement or as an ad - and requires some action of the viewers. Ideally, this interaction would take place beyond the 30 or 60 minutes of the program and continue into some other meaningful engagement.<br />
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Technologically, these are exciting times. When the technology allows us to reclaim some of the <a href="http://www.amazon.com/gp/product/1115173413?ie=UTF8&tag=thebakerstree-20&linkCode=as2&camp=1789&creative=390957&creativeASIN=1115173413">round-the-fire</a> element of our humanity, it's encouraging that we're not simply living separate yet connected lives.<br />
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What do <i>you</i> think?<br />
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<span class="Apple-style-span" style="font-size: x-small;">Image credit: <a href="http://www.flickr.com/photos/20654194@N07/4934882110/">brizzle born and bred (Flickr)</a></span><br />
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Must-See Twitter

Once upon a time, we used to watch TV by appointment. Families gathered together around a tiny screens - screens that were even smaller than...

InKConsiderate

Earlier today, we witnessed something that was bound to happen: a brand used a controversial Twitter trending item to draw attention to itself. While Twitter's<a href="http://techcrunch.com/2010/10/01/twitter-promoted-trends/"> Promoted Trends</a> allow brands to do this on a paid basis, today marks a turning point in what I would call predatory - if not tasteless - marketing tactics.<br />
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The bio on the <a href="http://twitter.com/kennethcole">@KennethCole</a> Twitter account says "<i>Thoughts that end in -KC are from me personally; others are behind the seams insights from my inspiring associates</i>." Imagine my surprise then, when 'KC' himself <a href="http://twitter.com/#!/KennethCole/status/33177584262971393">posted the following</a>:<br />
<div class="separator" style="clear: both; text-align: center;"><a href="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TUr6p-5RfZI/AAAAAAAACHg/CkhLTyQju84/s1600/KennethCole+2011-02-03.PNG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="182" src="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TUr6p-5RfZI/AAAAAAAACHg/CkhLTyQju84/s400/KennethCole+2011-02-03.PNG" width="400" /></a></div><div class="separator" style="clear: both; text-align: left;">The #Cairo <a href="http://www.scottmonty.com/2010/10/hashthis.html">hashtag</a> has been used to document the news coming out of Egypt, amid unrest surrounding the continued dictatorship of Hosni Mubarak. The city has been in an uproar, with internet service being completely shut down. Twitter has been a valuable tool (via mobile device) in communicating during this crisis.</div><div class="separator" style="clear: both; text-align: left;"><br />
</div><div class="separator" style="clear: both; text-align: left;">So imagine the surprise when Mr. Cole himself not only hijacked a hashtag, but trivialized the situation <b><i>AND</i></b> had enough foresight to create a custom bit.ly URL that included Cairo and his initials. Insensitive is an understatement. This was <a href="http://twitter.com/#!/KennethCole/status/33206062215598080">his follow-up</a>:</div><div style="text-align: left;"><br />
</div><div class="separator" style="clear: both; text-align: center;"><a href="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TUr6uRjJSZI/AAAAAAAACHk/5KRcmKfkweE/s1600/kennethCole2+2011-02-03.PNG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="173" src="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TUr6uRjJSZI/AAAAAAAACHk/5KRcmKfkweE/s400/kennethCole2+2011-02-03.PNG" width="400" /></a></div>While it's encouraging to hear that KC understands the sensitivity of the historic moment, his actions demonstrate anything but that. To me, it says that he understands the publicity around this historic moment and he wanted to capitalize on it. Expect to see some PR fallout from this.<br />
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If he'd like his brand to be part of a trending topic in the future, I'd suggest either picking a hashtag that aligns with his industry, or purchasing a Promoted Trend. I wonder if this was a glaring exception or if we'll see other marketers starting to take this leap?<br />
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What do you think?<br />
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<b><i>Update (3:10 p.m.):</i></b> Some enterprising individual created a new spoof Twitter account in the last hour: <a href="http://twitter.com/#!/kennethcolePR">@KennethColePR</a>.<br />
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<b>Update (4:05 p.m.):</b> Looks like he saw the light and is posting a mea culpa<br />
<div class="separator" style="clear: both; text-align: center;"><a href="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TUsY7VCcL7I/AAAAAAAACHo/tIcsXsokVzo/s1600/KennethCole4+2011-02-03.PNG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="165" src="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TUsY7VCcL7I/AAAAAAAACHo/tIcsXsokVzo/s400/KennethCole4+2011-02-03.PNG" width="400" /></a></div><div class="separator" style="clear: both; text-align: center;"><a href="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TUsZUrng4KI/AAAAAAAACHs/tAyRQe5c9WI/s1600/KennethCole3+2011-02-03.PNG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="103" src="http://2.bp.blogspot.com/_Wgi7DTsDt2g/TUsZUrng4KI/AAAAAAAACHs/tAyRQe5c9WI/s400/KennethCole3+2011-02-03.PNG" width="400" /></a></div><br />
Too little, too late?<br />
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Another postscript: <a href="http://blog.polinchock.com/">David Polinchock</a> shared <a href="http://www.flickr.com/photos/99304940@N00/5415067987">this image</a> with me from one of the Kenneth Cole stores. As it turns out, it was <a href="http://mashable.com/2011/02/04/kenneth-cole-prank/">a prank played on the retailer</a>.<br />
<div class="separator" style="clear: both; text-align: center;"><a href="http://farm6.static.flickr.com/5056/5415067987_15984a126b.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="213" src="http://farm6.static.flickr.com/5056/5415067987_15984a126b.jpg" width="320" /></a></div><br />
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InKConsiderate

Earlier today, we witnessed something that was bound to happen: a brand used a controversial Twitter trending item to draw attention to itse...

Scott Monty - Strategic Communications & Leadership Advisor

Must-See Twitter

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