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All right, let's just say it. Radio is really bad at technology. Technology today is helping to broaden the definition of brands and transform them into experiences. In fact, the future of brands is as experiences across media and platforms. But it begins with recognizing that your brand is more than your station and more than your stream – it’s the center of an experience that has less to do with the brand itself than the way it intersects with the lives of its consumers. Because while radio may be bad at technology, radio can be superb at humanity.
Table ronde : L’intelligence technologique de la Radio 2.0 au service de la relation public-marques-éditeur
Open API, métadata, multi-targeting, crowdsourcing, marketing holistique, Big Data, social intelligence, scenarii d’engagement publicitaire
Modérateur : Michel COLIN (Mediatic Conseil)
Avec la participation de Laurence Bricteux (NRJ Global), Cécile RAP VEBER (Universal music France), Hervé BRUNET (StickyAdsTV), Philippe BOUTRON (PSA Citroën), Jean-Pierre CASSAING (Havas MPG)
II Rencontres Radio 2.0 Paris-Latino 18 Oct @ Paris : Engagement et Valorisation
Suivez-nous aussi sur Twitter @radio_20 #radio20
sur Facebook : http://www.facebook.com/radio20paris/
et sur linkedin Groupe Radio 2.0
• Co-organisés par Actuonda, AdsRadios, INA Expert
• Partenaires institutionnels : Club des Annonceurs, Les Indés Radios, ESML, GESTE, SYROL, IAB France, Le Radio, Conseil National du Numérique, Cap Digital, RAIN Summit Europe, URTI
• Live Radio stream : Moustic, VizionR & Smartjog
• Sponsors Gold : Adswizz, Deezer, JFC Kantar, Saooti, VizionR, Yasound, Spotify, Médiamétrie, Radio France
• Partenaires média: La Lettre Pro de la Radio, OffreMedia, Radio World, Rain, RadioWorld, RadioPub, Edition Multimédia, Satellinet, Clubic, FrenchWeb, Influencia, Radioactu, Le Club Radio
Comédiens, animateurs, chroniqueurs, producteurs, journalistes... La web radio de marque vous ouvre un nouveau terrain d'expression. ... La web radio de marques possède quelques avantages précieux : elle représente un vrai modèle économique pour des web radios, elle dispose d’une puissance de promotion, d’une diffusion multiplateformes, d’une intégration SoLoMo (Social Local Mobile). Un parfait marketing mix. C’est un eldorado pour les éditeurs de radio, producteurs, agences et créatifs qui sauront rebondir dans cette direction. Lire post complet : http://www.radiopub.fr/blog/2012/10/web-radio-marques-nouveaux-medias/
Companies are quickly learning that visual media is one of the most effective ways to share their stories. Here's why.
Getting “engagement” online requires doing things online designed to engage. That means much more than repurposing over-the-air content, tweeting what song you’re playing now, embedding that YouTube clip everybody has already seen, or pimping whatever the contest-du-jour happens to be.
En période de crise, pas de salut pour les marques sans une identité valorisante, un positionnement clair et une personnalité bien établie. Or aujourd’hui, une identité de marque forte ne se conçoit pas sans une identité sonore affirmée.
Radio has scale. And to the degree that radio has the kind of content that makes one station – or the radio medium itself – unique from any other station or medium, scale amplifies the value of that content. And the only thing harder than creating great content is creating great content that scales. Read the full article hre : http://www.markramseymedia.com/2012/05/scale-its-easier-to-have-than-to-get/
Les marques, constamment à la recherche de nouveaux moyens de communication, se rapprochent de plus en plus des artistes, dont les audiences online, souvent des millions de fans, servent de tremplin à forte valeur ajoutée. L’association marques-artistes avait au départ pour objectif principal de créer du contenu inédit et à haute valeur ajoutée: quand Arcade Fire, American Express et Youtube se rejoignent en 2010 pour créer la première diffusion en ligne et en direct d’un concert du groupe canadien, il s’agit avant tout pour la multinationale financière de se démarquer en tant que producteur d’expériences uniques.
Mais si une marque peut, en plus de la qualité de ces contenus, garantir sa diffusion à des millions de consommateurs toujours plus à l’écoute de leurs artistes préférés, c’est une étape de plus vers une campagne réussie.
Spotify CEO Daniel Ek announced on Wednesday during an Ad Age Digital conference in New York City that it is partnering with companies such Coca-Cola and will build branded apps for them within the music platform. The music-streaming service held its own press event hours later to further discuss the partnership with Coca-Cola.
“We are taking the music agenda to the next level with Coca-Cola,” Ek told attendees. “This is a huge milestone for us. This will bring awareness to more people around the world about Spotify and enable them to share music with family and friends.” Although some expected a Spotify iPad app launch at the press event, Ek said it wouldn’t debut today. “It’s in the works,” Ek said. “Today’s focus is on our partnership with Coca-Cola.” Coca-Cola will not only use Spotify as the key underlying technology to support its music strategy, it will integrate the service into its Facebook presence and Timeline. The team will also be dedicated global partners in 2013 for a new campaign to be unveiled later in the year. Emmanuel Seuge, head of global sports and entertainment marketing at Coca-Cola, noted that the move is a strategic partnership more than an advertising deal. “This is not an advertising deal and we don’t disclose the amount of investment anyway,” Seuge said. “This is more of a strategic partnership. Our logo is important, but we want to be a part of the conversation with music fans. We are going to push our content more than our logo.”
Via Albin Serviant
A l’ occasion de la 2ème édition de la conférence organisée par Yahoo! Studio sur le Brand Content, « Et ma marque dans tout ça ? », Yahoo!, groupe media digital leader, révèle les résultats de sa dernière étude sur la perception des contenus de marque par les consommateurs. Près de 80% des internautes apprécient l’idée qu’une marque propose du contenu, d’autant plus si celle-ci est reconnue comme experte dans son domaine (83%).
Qu’attendent les consommateurs des marques en matière de contenu ? Quels privilèges et types d’interaction plébiscitent-ils ? Yahoo! fait le point.
« Never listen to music alone again », c’est le credo du site de musique Drinkify qui, en plus de jouer vos artistes préférés, vous proposera un cocktail original pour en accompagner l’écoute.
Via Frandsen Antony
But innovation is nothing without a strong commercial capacity. In the new media space, establishing good working relationship with brands and agencies is key. FremantleMedia is one of the leaders in online branded entertainment with projects for brands such as RedBull, Mars, Intel, Tampax, Pampers… Our latest project is in the USA, where we’ve just produced a factual entertainment show for Buick and MSN. In parallel we continue to bring more interactivity, more dialogue opportunities, to our TV shows, from Twitter and Facebook extensions to social games that let you apply to be on the show. Increasingly, digital becomes part of a show from its inception to its broadcast. FremantleMedia & RTL Group sponsor Content 360's "Interactive & cross-media digital entertainment formats" category. FremantleMedia's Clare Tavernier explains why!
@ EGTA Autumn Radio Meeting to debate an analyse the radio market overview, since radio advertising is showing varied patterns of revenue growth in Europe, about non-traditional advertising, branding and rebrand of radio stations in relation to other brands exploring opportunities in digital platforms, social media and social networks, ensuring profitability growth in radio, while radio turns from being a content service into exploring new business areas to innovate its business model. Advertisers, however, do want to explore innovative advertising, since traditional advertising is, although still working for mass products, decreasing its efficiency.
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Discusiones cruzadas: la audiencia conectada con la publicidad digital
¿Quién escucha la radio online y cuántos son?
¿Cómo los anunciantes pueden aprovechar las especificidades de la Radio 2.0 combinando marketing móvil, interactividad y otras funcionalidades?
José Andrés Gabardo (AIMC), David Segura (IAB Spain), Cristina Recuero (MMA Spain), Elisa Escobedo (Audioemotion/Aero), Jair Sánchez (Netthinkisobar), Ruben Irisarri (Spotify), Xavier Filliol (AdsRadios/Geste), Erik Barraud (Adswizz/Aero), Carlos Sanchez (Tuitele).
Moderado por Antonio Castillo (Panorama Audiovisual/Ocendi)
Con la presentación del nuevo libro Blanco IAB Francia/Geste “Los formatos publicitarios de la Radio 2.0”
III Jornada Radio 2.0 Paris-Latino @ Fundación Once MADRID : Implicando a los oyentes
200 profesionales / 35 ponentes / mesas redondas / ponencias / workshops / Webradio
Presentación en primicia del estudio ‘Twitter y los periodistas radiofónicos’
• Co-organizado por ActuOnda, AdsRadios y Fundación Once
• Con el soporte institucional de : AERO, AERC, Forta, Instituto RTVE, Academia de la Radio, AIMC, IAB Spain, MMA Spain, Ocendi, RAIN Summit Europe, URTI
• Patrocinadores : Spotify, Cristaliza, Audioemotion, Adswizz, VizionR, Fundosa, Vía Libre, Technosite
• Medios especializados principales: Panorama Audiovisual, Radio World, Rain
• La Radio de la Jornada : Expressa Broadcast Services
L'histoire de MTV retracée dans une infographie. 30 ans d'existence et une vraie diversification des programmes de la chaîne initialement musicale.
Via Yvan Boudillet, Simon Decreuze
La musique comme le jeu sont omniprésents dans notre société. Certainement parce qu'ils permettent de créer du lien social et d'appréhender le monde dans le plaisir. Décryptage sonore de ce duo inséparable...
Sony Pictures is continuing its push into the mobile space with a new campaign that includes mobile advertising, a branded radio station and a giveaway.
After studying Business at EDHEC, Michaël Boumendil, composer and producer, created Sixième Son in 1995. It is a pioneer and leading agency in Europe for audio branding and sound identity. In parallel, Michaël Boumendil is a former lecturer and teacher in French renowned Business and Marketing Schools.
At the Audio Branding Congress Michaël presented the case study SNCF Sound Identity Program. He tells us about the case, what makes it special, and gives his views on the audio branding industry.
Gaining trust is everything when it comes to persuasion. And when you are the one trying to gain trust, credibility is influenced by many other factors besides what you think of yourself or an endorsement by a credible source. Thinking of your brand as its main story character with a cause or a reason for being, one that goes beyond the profit motive, can open up new, more creative alternatives for advertisers than the old standy "brag and boast" form of persuasion. Instead of being the hospital that brags "excellence is all around you," perhaps an association with the value of excellence as a worthwhile pursuit in life, let alone health care, would be a more effective appeal. Instead of being the brand that cites some statistic about customer satisfaction, perhaps an association with the shared value of people caring for other people would render greater trust.
So if you’re a local media company with an expectation for news and information, I know you’re repurposing your content online and I know you’re aggregating content from elsewhere. But what about your original reporting? What about blogs by independent (and local) voices? What about commenting and participation from your consumers? Indeed, is your digital platform positioned simply as a digital ad for your station? Simply a distribution point for content and marketing material for your over-the-air brand? Or is it designed to be the hub for local people interested in your filter, your perspectives, and their own? The goal is not to replicate HuffPo and shrink into its shadow. But nor is it to simply repurpose your content and promote your brand. The goal is to leverage your brand in a fresh way and delight and engage your tribe by allowing that tribe to play together in the sandbox of your brand.
Coca-Cola and Spotify came together on April 14-15, 2012 with the best app developers around the world to create the next era of the Coca-Cola music experience. Go behind the scenes of the Hackden to see how it was done.
Don’t advertise your company or your products anymore… just tell the world inspiring stories on social media that make a difference and that engage and stimulate good conversations. Don’t market yourself to tired workers and jaded consumers anymore… just tell them touching stories that put them to bed with a smile on their dial. Entertain and delight them! Don’t spruik your successes and your achievements anymore…try blowing someones else’s horn that has run out of breath.
Via Gary Hayes
Is your radio brand nothing more than the sound emanating from the speakers produced by your tower? Or is it something much more? Mark Ramsey defines Radio Brand as an IDEA, for a Community, powered by our MEGAPHONE taht SOLVE a consumer PROBLEM illustrated in many WAYS to make people's LIVES BETTER
Cannes Lions has launched its 15th entry section, rewarding creativity in branded content and entertainment. The new Branded Content & Entertainment Lions will seek to celebrate work that has demonstrated how a brand has successfully worked independently or in association with a content producer or publisher to develop and create or co-create entertaining and engaging content for their audience. This could be either by creating original content or programming for a brand or by naturally integrating a brand into existing formats by partnering with a publisher or media partner.
It's the worst-kept secret on the Internet: Facebook Actions, a new way of interacting with apps, content, and brands, are coming to the social network.
Actions are kind of the Holy Grail of semantic data, defining relation types between people, objects, content, places, businesses, and so much more. If users warm to the idea of Actions, it might also be one of the most valuable and lucrative move Facebook will ever make.
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