Less experimentation, more collaboration may drive digital entertainment sales – notes from ESCA

Our MOD Systems team just returned from the Entertainment Supply Chain Academy (ESCA) Edge conference and came away with a strong sense of how the entertainment industry has evolved their packaged and digital entertainment distribution strategies. It was encouraging to hear the highest-level executives in operations and supply chain management for the major studios discuss their efforts to streamline their supply chains, adopt industry standards that benefit all studios individually, and develop processes that might still enable competitive advantage. These executives are some of the most respected operations chiefs in Hollywood, all executive or senior vice presidents at Lionsgate, Disney, Universal, Fox, Warner and Sony. All wearing suits and ties, all professional and respectful of one another, and all strategic in their discussion of the issues facing their business, inroads achieved over the past two years, and expectations for the coming years. In a word: Impressive.

And then came the digital executives, sharing insights into the digital supply chain and how to drive digital forward. Again, a seasoned crew with directors, COOs or senior VPs at Sony, Warner, Amazon, Rovi, and Technicolor. However, the contrast with the previous panel was stark. None were in suits, all sitting quite casually and interrupting each other frequently. Since I’ve spent my career in technology, these personalities are familiar, and I love their energy and passion for the road ahead. I also know that the digital guys are often prepped by their respective PR pros to own the panel (one said PR pro sitting next to me admitted as such. “I told him to own the panel,” she said. “Which one’s yours?” Um, none. I’m hear to learn from these guys.) At one point a simultaneous discussion had three gentleman vying for the point, each raising his voice in an effort to secure sole stage, neither backing down until the volume and annoyance factor was so great the audience erupted with laughter.

But it wasn’t just about bravado. There is an obvious contrast in the efforts, focus and collaboration that exists in traditional content distribution versus that from the digital regimes. Of course the businesses are vastly different, but not so much that we shouldn’t have standards in place that demand that the product — film, trailers, bonus material, subtitles, format, DRM, etc. — be aligned across the industry. Instead, the entertainment industry has pushed many of these decisions onto retailers in an effort to share distribution costs. It might make good business sense in the short run, but it’s created an environment where each etailer has its own strategy for delivering digital content to their customers, in different formats, through different platforms, to different devices. This complexity has hurt the industry overall: 1) high costs of digital platform development and distribution technologies have driven many away from the game altogether, 2) consumers pay for far less than 1% of the total video consumed online, and 3) digital sales represent just 3% of the total entertainment industry revenues nearly a decade in.

It was fascinating for me to hear the differing views held by traditional and new media execs in Hollywood. I forgive the digital guys a bit because it’s still a nascent business comparatively, and technology provides easy opportunity for experimentation. Unfortunately, we’re experimenting individually and competitively, rather than as a united industry with shared goals that can still leave room for competitive differentiation and advantage. There is hope, as most of these companies are members of the DECE who’s mission is to help establish these standards and processes for collaboration.

When you’re laying the foundation, don’t blaze a new trail. There are plenty of other areas for creativity and innovation, we’ll just never get there without structure and standards. I hope the digital execs will look across the office at their colleagues in the packaged media supply chain and see that collaboration and respect will present a more effective roadmap forward.

Dear John (aka Microsoft)

Our relationship dates nearly 20 years. Longer than my marriage. Longer than the entire span of my relationship with my husband. I was young, but it was a long, healthy, productive relationship. Even fun. It had just the right amount of freedom sprinkled with ties that bound.

You made it difficult to leave but I knew that was always an option. You were always there for me, despite what others said. I loved you so much I even worked with you for a while. Those were the days, weren’t they? Late 90s, Internet boom. CRAZY!

I was happier with you than any other, even when I was tempted. I had a brief encounter with Mac after we met, but I didn’t see the appeal. Fewer options, less freedom, lots of flash that made me skeptical about the whole package. Just a taste of Mac was all I needed, then I moved on. It wasn’t difficult, and you were right there waiting for me. I loved that about you.

But 20 years is a long time and temptations continued. Remember Palm? The Pilot took a lot of my attention in the late 90s. We met in 1999. I’ll never forget. It was my 30th birthday. Palm opened my eyes to something else, a new way of living, working, thinking. Of course Palm wasn’t a replacement for you, just a thrilling diversion. I loved the simplicity. The relationship was stripped of complexity. It just worked. And then one day, well, it just didn’t.

I have a hard time truly letting go of these relationships. My Pilot is still right here in my Industry Standard backpack (another intense love affair that ended badly), along side so many memories…and heartaches. My pager, my Diamond Rio (wow, you were fun), a Dell DJ, disks of the hard and floppy sorts, first portable video player (Archos), my StarTac phone (loooved you!).

I had all of you. Your operating system, your productivity apps, your media players and even your hardware. Your keyboard  still excites me today, especially the quiet ones. And your mouse still lives right under my index and middle fingers. You’ve aged well, mouse. I think we’ll be together many years still.

I know exactly the moment things started to shift. I wanted so badly to say that it wasn’t you, that it was me. But, well, it was you. Part of you, anyway. A part that was too important to overlook. It was 2008 and I was working through my 5th or 6th laptop (current infatuation was with Dell, but I’d tried them all), and began seeing Windows Mobile. I was so excited. YOU, on my favorite device. I could carry you with me everywhere. I jumped into that relationship without reservation. The reviews couldn’t possibly be right. I would ignore those.

It started right away. The questioning, confusion, crashing, illogical behavior, shutting me out, not recognizing me. I tried so hard to change your behavior. I wanted to help you. I changed your interface, went back to the way things were when we met, added and deleted applications, kept you clean and fast…. You didn’t respond. At the same time, there was a new infatuation turning every head. I resisted. I fought. I defended you. I was good friends with your publicists. I didn’t want to betray them either. I gave it everything I had. YOU MADE IT IMPOSSIBLE TO SUPPORT YOU.

I bought an iPhone.

I felt disloyal but by this time I was angry. My relationship with iPhone was lovely and peaceful. Exactly what I needed coming off of a highly dysfunctional one. iPhone worked so well, was great fun and supported me exactly the way I needed. So much so, that after 20 years I started looking at Mac. (Gasp!) I shake my head today at the thought. How could I do that.

I did my research, talked to others who’ve left similar relationships, read reviews. I followed bloggers who might shed a reason to block the thought. No such reason came. I struggled, pros and conned it, slept on it and tested it out in the store a few times. Finally, after 20 years, I bought my first Mac.

We’re still getting to know each other and we have our ups and downs, but, for the most part, Mac is an exciting opportunity for me. I can say with certainty that iPhone will remain in my clutches forever, as that love is intense and lasting. It’s the kind of love that makes you question if what you felt before was really love, or a functional blend of loyalty and familiarity and ease. Mac still has to earn that love, but it’s with me here today in front of me, under my fingers, nestled on my desk. iPhone is in my lap. He doesn’t go far.

You and Dell are on the floor. I still look at you from time to time and still encounter you in the kitchen. I imagine you’ll always be in my life to some extent — at least until my favorite little version of you in my kitchen can no longer support me. And then, I already have my sights on iPad. Whew! I have the butterflies for that one.

We’ve had a wonderful ride together. You were there for me when and how I needed you. I’ve grown, matured. But I’m afraid you didn’t. With two kids of my own now, and so many opportunities for fun and entertainment, I need more versatility from my relationship.

I’m saddened at the thought that I’m not the only one who’s leaving you for these reasons. I’m not happy to have made this choice, but it’s the right one. Please, Microsoft, grow up. Evolve. Look closely at us and then inside yourself. Who do you want to be with? Try to win us back. It will be tough for you, but you must try.

I will forever speak well of you. I hope we can still be friends.

Razorfish Selects Concept Communications as Agency of Record

Senior Team to Execute Strategic PR Program for Top Digital Agency

SEATTLE, Oct. 13, 2009 – Razorfish, one of the world’s largest digital agencies, has hired Concept Communications as agency of record to implement a public relations program that enhances Razorfish’s market leadership position. Concept will support the Razorfish brand through the promotion of significant activities, such as the launch of new services and thought leadership, across both traditional and social media.

Razorfish has emerged as a power agency in the digital arena, responsible for campaigns and applications that create new standards in marketing. The agency, which employs over 2,000 people across 19 offices worldwide, helps its Fortune 500 clients harness the power of technology and digital media to drive business results.

Concept’s strategy is to assemble custom teams from a stable of accomplished professionals in marketing, media and technology. Tailored for Razorfish, the Concept team has deep experience in vertical industries such as automotive, entertainment, financial services, healthcare, retail, technology and travel, and will focus on Razorfish operations in the United States, adding international markets as needed.

The hiring of a new PR agency comes after an extensive RFP process, which involved an in-depth look at the capabilities of several firms.

David Deal, vice president of marketing at Razorfish, said, “The Concept team impressed us with their depth of understanding of our business and client industries, a precise focus on how we need to tell our story, and an impressive senior team that handles both strategy and execution. We’re very excited that Concept Communications will help Razorfish strengthen our market leadership and brand.”

“Razorfish is a visionary agency with a compelling story of leadership and innovation, and this is a great time for them to tell it,” said Samantha Steinwinder, co-founder and managing director of Concept Communications. “We handpicked our team to align strategically with their objectives and are proud to have been selected as the partner who can best package and promote Razorfish’s inherent strengths as a digital marketing agency.”

About Concept Communications
Concept Communications is a unique public relations firm with a modern business model, employing a virtual network of senior communications professionals from across the country. The Concept team holds deep experience in marketing, traditional and social media, consumer goods, Web-based and small business services, mobile, enterprise software and various vertical industries. Concept has managed global and domestic communications programs for leading brands and emerging start-ups, and has delivered effective communications campaigns that impact sales, partnerships and perception since the early ‘90s. For more information on Concept Communications visit http://www.conceptpr.net.

About Razorfish
Razorfish is one of the largest interactive marketing and technology companies in the world. With a demonstrated commitment to innovation, Razorfish counsels its clients on how to leverage digital channels such as the Web, mobile devices, in-store technologies and other emerging media to engage people, build brand loyalty and provide excellent customer service. The company is increasingly advising marketers on Social Influence Marketing, its approach for employing social media and social influencers to achieve the marketing and business needs of an organization. Its award-winning client teams provide solutions through their strategic counsel, digital advertising and content creation, media buying, analytics, technology and user experience. Razorfish has offices in markets across the United States, and in Australia, China, France, Germany, Japan, Spain and the United Kingdom. Clients include Carnival Cruise Lines, MillerCoors, Levi Strauss & Co., McDonald’s and Starwood Hotels. Visit www.razorfish.com for more information. Follow Razorfish on Twitter at @razorfish.

# # #

Contacts: 
Samantha Steinwinder, Concept Communications, samantha@conceptpr.net, 206-760-9809  
David Deal, Razorfish, david.deal@razorfish.com, 312-696-5056

Your Online Voice Drives your Offline Reputation

Dana Wollman, an editor at LAPTOP Magazine—a super sharp gal and all-around good person—and I had lunch a few months back when I shared my dismay at searching for an account coordinator to help the agency with research and social networking support. I was lamenting that the Internet is a double-edged sword for our candidates, because they’re in the field of online communications, yet seem to fall down a bit in, well, online communications. Our conversation worked its way into a story on how job hunters in particular need to manage their online reputations, which ran last month and is a great read if you haven’t yet seen it.

My expectation for sound writing and interesting points of view was (as many expectations are) perhaps higher than it should have been. I was basing the candidates’ qualifications for the position on the writing style in their personal blogs and the content of their social Web posts. Was that fair?

I began to beat myself up a bit, but couldn’t move away from the fact that the personal anecdotes I learned about these candidates left me a bit curious about their fit with Concept. I didn’t fret for long because I asked the question that serves me well when faced with ethical quandaries: “What would I do?” Sure, not the largest sample size, but I’m a decent judge of character, have managed my reputation well over the years, and am in the business of reputation management after all.

What I would do (and, in fact, do), is write for everyone. I assume that my clients are reading my Facebook updates (sorry, you must be bored out of your minds), that their customers are reading my Twitter posts (since I’m identified as the manager of their Twitter profiles), and that potential clients type “Samantha Steinwinder” into Google before calling to discuss a partnership. And that’s exactly what they’re doing.

As someone who spends an inordinate amount of time online, reading, writing and generally participating—for personal, business and even my clients’ business—my reputation is my lifeblood. And my reputation is also tied to that of my clients’. We’re interchangeable, with my voice representing their business, and vice versa. I love the book Trust Agentsby Chris Brogan and Julien Smith for the thoughtful tips on this client/customer reputation entanglement and how it should and can best be managed.

But that doesn’t mean I’m all business. I reveal openly that I am ridiculously in love with baseball and football, that my musical tastes can’t break out of the 70s, and that my children are my stars and moon but I still love my day job. I share what my friends, family, clients and even their customers might like to know or, at a minimum, won’t find objectionable or grammatically flawed.

I hope my “audiences” learn simply that I’m a decent writer, share my passions openly, love a good debate—and even more so, competition—and that I don’t offend my keyboard. All things that serve me well, yet tell you a bit more about my personal style. And, thankfully, what you won’t learn about me is what I had for lunch. Unless it’s dim sum. Sometimes I can’t help but talk about dim sum.