ipsissima verba integra ted marketingbranded v ideos go v iral ! ! page 6 cinema now shazam goes to...

[email protected] http://bit.ly/11avZM5 http://on.fb.me/16tna7Q http://bit.ly/Ps5SdF© CNA | Sophis 2013 all rights reserved

! In case you have lived

under a rug since 2008, a few things have changed. ! First: Mobile became a

very big thing. ! Second: Digital has

grown beyond belief. ! Third: People are

paying their bills via digital & mobile today. ! Fourth: People are

buying their products and/or services vial digital & mobile today. ! FACT #1: 10.5 billion

minutes are spent on Face-book each day, for an average of 6 hrs and 25 minutes/month. ! FACT#2: 2 out of 10

Facebook users have purchas-ed through ads or comments. ! FACT#3: As of today,

there are 955 million active users on Facebook. ! FACT#4: 57% of

companies that use social media for business use Twitter. !

! FACT#5: There are 140,000,000 active Twitter users.

! FACT#6: 61% use Linkedin as their primary professional networking site.

! FACT#7: 82% of users are aware there are ads on Linkedin.

! FACT#8: 60% of users have clicked on an ad link on Linkedin.

! FACT#9: Instagram gains one new user every second.

! FACT#10: Over 50 million users on Instagram over the past 2 years.

! FACT#11: There are 58 photos uploaded every minute via Instagram.

! FACT#12: 74% of all social users rely on social networks to guide their purchase decision.

! FACT#13: 55% of all social users share their purchases on social networks. !

! FACT#14: 91% of online adults use social media regularly.

! FACT#15: 70% of adult social networkers shop online.

! FACT#16: 79% of online shoppers spend half of their time researching products. !

! FACT#17: 53% of active adult social networkers follow a brand.

! FACT#18: 90% of all mobile searches lead to action.

! FACT#19: 50% of all mobile searches lead to purchase.

! FACT#20: 44% of brand marketers acquired customers via Twitter.

! So, you think the world is going to go back to the way it was in the "good ol days#? Chances are, that is NOT going to happen. So, get aboard. We#re in for a great ride.

Canons

Page 2

Everything You Know Could Be Wrong

Page 3 ADVANCED TV ‘NCIS’ Is #1 TV Europe Drama In Value

Page 4 SOCIAL NOW

How France Télévisions Dominated

Page 5 DIGITAL NOW Whens & Whys Branded Videos Go Viral ! !

Page 6 CINEMA NOW Shazam Goes To The Movies

Page 7 MOBILE NOW Your Customer Is Integrated. Are You?

INTEGRATEDMARKETING Ju

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7, 2013

Media Notes Canonical ipsissima verba

Media Notes

Vol #675

Giving Credit

Where Credit

Is Due:

Based on an article in adotas 071113 by Feldelta Point of Sale and thoughts by Lance

FOCUS ON

the advancement of new media continues read MNC Briefs blog @ http://sophis1234.tumblr.com/

ATTENTION: WORLD SHOPPERS ARE ON SOCIAL! 20 facts of your new business life.


“EVERYTHING YOU KNOW COULD ALREADY BE WRONG”

! Jimmy Iovine, legendary music industry executive, in the 130th Commencement speech at USC, stated in a brilliant address o he graduates of 2013, “Everything you know could already be wrong.”. He gave this as one of his "life#s lessons#. It came in 1999, well into his music career as a heavyweight producer and giant in that industry as he founded Interscope Records. He was feeling on top of the world as Interscope was the home of great artists like Dr. Dre No Doubt, Eminem, The Black Eyed Peas and U2. But then cam Napster. ! His company was built upon an old business model, people paying for music. Napster was about giving it away, one song at a time. He felt this stealing thing could really catch on. He stated, “Fear at times makes us protect and defend what we think we already know. But sometimes in life you need to lear a new lesson.” ! He went to Lee Valdez, one of the founders of Intel. After listening to Jimmy for about 20 minutes, he said,

“To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful.” ! ! ! Edward R. Murrow ! !

! “Wow, Jimmy, what a nice story. But you know what? Not every industry was made to last forever.” ! ! Everything you know could already be wrong. He has spent his life working with many of his heroes like John Lennon, Bruce Springsteen, Bono and Eminem. Now he could defend the past and keep digging the same hole, or he could open his eyes to the future. “Trust me, its a lot harder to change directions at 55 than at 25.” The business was changing. He had to change. ! He got to know Steve Jobs from Apple. They were breaking new ground. They were changing the game. They were winning. They loved this shinny new iPod but the sound was terrible. He and Dr.Dre created Beats so that you could now hear the music better. ! We live in a new world, called an integrated world. You need to change!

Bits & Pieces Week of 070513

Weekly Average Ratings BROADCAST MORNING NEWS SHOWS ABC: "GMA" 5.07 million - 0.16NBC: "Today" 4.63 million + 0.31 CBS: "Early Show" 2.68 million+ 0.08 BROADCAST LATE-NIGHT SHOWS NBC: "Tonight" 3.70 million- 0.10 CBS: "Late Show" 2.80 million + 0.10 ABC: "Kimmel" 2.30 million- 0.30 Week of 070113

BROADCAST EVENING NEWS +/- lastNBC: "Brian Williams# 7.68 million + 0.22 ABC: "Diane Sawyer" 7.18 million+ 0.52 CBS: "Scott Pelley" 5.77 million- 0.30

Sunday 063013

BROADCAST SUNDAY AM NEWS CBS: "Sunday Morning" 5.66 millionCBS: "Face The Nation# 2.70 million- 0.09 NBC: "Meet The Press" 2.47 million+ 0.01 ABC: "This Week" 2.56 million - 0.10 UNI: "Al Punto" 1.63 million+ 0.99 FOX: "News Sunday" 1.00 million- 0.06 !

“Why would you wait for anything to come to you.”! Herman Globbops famed master of thought and wisdom

!

! !

MNC are not printed. They are only released digitally.

“When in doubt remember: It’s all about baseball.” Lance For your baseball fix, go to: http://overtheshouldermlb.wordpress.com/

Ju

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7, 2013

! “Right or wrong the customer is always right.” Marshall Field

On your smartphone, scan with

any QR reader.

Media Notes Canonical Vol #675

Giving Credit

Where

Credit Is

Due: From an article in

with thoughts &

observationsof Lance.

“You may be disappointed if you fail, but you are doomed if you don’t try.” Beverly Sills http://www.cnasophis.com

The more you know,

the better you are.


CBS‘ ‘NCIS‘ IS EUROPE’S MOST VALUABLE

IMPORTED TV DRAMA STUDY FINDS

MONDAY 07.08.13

CBS ‘Under The Dome‘

10.56 million viewers 6.7/11HH

TUESDAY 07.09.13

NBC "America#s Got Talent"


WEDNESDAY 07.10.13

NBC ‘America’s Got Talent‘

10.48 million viewers 6.4/11 HH

THURSDAY 07.11.13

CBS ‘Big Bang Theory’


FRIDAY 07.12.13

NBC ‘Dateline‘


SATURDAY 07.13.13

CBS ’48 Hours’ R


SUNDAY 07.14.13

CBS ’60 Minutes‘ R

6.69 million viewers 7.5/13HH NOTE: Season average ratings are

“Most Current” measurements which

are Live+7 day DVR viewing when

available (2+ weeks after airdate),

combined with Live, Same Day DVR

viewing for the most recent 2 weeks.

Source: The Nielsen Company.

CBS distributed

Europe's three most

valuable imported drama

series titles in 2012.

‘NCIS’ led the pack by

generating $205 million,

according to the Top 100

Imported Drama Titles in

Europe report according

to U.K. based Digital TV

Research. The three CSI

franchises appear in the

top 10. Only one of the

top 10 titles, "Sturm der Liebe#, originated from

outside the US. These

rankings are based on

the value created by each

title for the broadcasters.

"CSI# was #2 earning

$188 million while "CSI-

Miami# with $168.4 million

completed the top three.

"Criminal Minds# was #4

with $161.8 million while

a fifth CBS program,

"CSI: NY# completed the

top five with $124.6

million in value.

! The "Top 100

Imported Drama Titles In

Europe# report covers 119

channels (nearly all of

which are free-to-air)

across 21 countries.

Program value is

established by taking the

combined annual net

advertising, license and

public subsidy revenues

for each channel profiled.

These annual revenue

figures are then split for

each channel by hour

and by month following

the advertising rate and

other investment patterns

established for the

channel or similar chan-

nels in the same market.

Ju

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7, 2013

Credit Where Credit Is Due: Article from Hollywood Reporter by Stuart Kemp 071013

For a copy of the 2013-14 U.S. Prime Time TV Schedule, go to www.facebook.com/CNASophis.

If you like Media Notes give us a LIKE on our

facebook

page... at www.facebook.com/

CNASophis. We would appreciate it very much.

Networks ranked by total viewership

Giving Credit Where Credit Is Due:

From an article from marketingcharts.com 062613 Television ratings from The Nielsen Co. Image credit: fast company

“This instrument can teach, it can illuminate; yes, and it can even inspire."But it can do so only to the extent that humans are

determined to use it to those ends. "Otherwise it’s nothing but wires and lights in a box.” Edward R. Murrow October 15, 1958.

ADVANCED TELEVISION

“Do not go where the path may lead, go instead where there is no path and leave a trail.” Ralph Waldo Emerson American Writer

Do You Know:

85% of tablet and smartphone owners use their devices while watching TV


! The 58th$annual Eurovision Song Contest$took place in Malmo, Sweden in May. The Contest is one of the world#s longest-running tv shows, and, with 100 million viewers tuning in, it is also one of the most watched. Each country in the competition submits a song, and then votes on the other countries# songs to determine the most popular one. This year#s winner was Denmark with Emmelie de Forest#s “Only Teardrops.” Despite placing 23rd$(out of 26), France had perhaps the most impressive social TV showing of the

competing countries. France Télévisions...the official broadcaster of the Eurovision in France... offered viewers an immersive second screen experience to enhance a final event that lasted 3-plus hours.

! To keep viewers engaged, France Télévisions used a desktop and tablets app.

! During the show, content and interactive features were delivered dynamically via the app#s timeline, which included facts about the songs, insider photos, tweets, instant replays, animated gifs, and real-time polls.

! Users had the ability to share each piece of content via Facebook & Twitter, and could send a selection of curated tweets directly from the app. The app also$allowed users to choose and share a 30 second clip from the live show.

! Across desktop and tablet, the app generated an impressive 1.6 million pageviews, and received 129,000 answers to the interactive polls. In addition, more than 182,000 tweets about the contest were sent from France.$$

ITS A WHOLE NEW WORLD You have to make sure that your message is in the media form THEY USE, not the ones you think

are important.

Ju

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7, 2013 understanding it.

SOCIALNOW

“Social Networking accounts for 1 of every 6 minutes spent online.” comScore

HOW FRANCE TELEVISIONS DOMINATED THE

EUROVISION SONG CONTEST VIA SOCIAL MEDIA

“Mobile creates a more dynamic ecosystem.” Mark Zuckerberg Co-founder # Facebook


Giving Credit Where Credit Is Due:Based on an article in lost remote.com 071013 by Natan Edelsburgalong with thoughts by Lance photo credit: SocialTwist & lostremote

CNA | SOPHIS is a proud

member of the one network



Giving Credit Where Credit Is Due: From an article in marketing charts.com 071013 and thoughts by Lance

80% of active Internet users visit social networks or blogs.

Ju

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7, 2013

“The next big thing always starts out being dismissed as a toy.” Clayton

Christensen Author

DIGITAL NOW

WHEN AND WHY BRANDED VIDEOS GO VIRAL understand the ‘whens’ & ‘whys’ to succeed! The data about when and why branded videos go viral released in a report "The Science of Sharing# shows one has to first look at timing the launch. Over a 52 week period leading up to June 7, 2013, the data shows shar-ing activity was highest on Fridays (15.9% above

average), with Wednesdays (+14.1%) & Thursdays (+7.5%) the next-most active days. (Weekends were the least active, with sharing falling to 15.2% below-average on Saturdays and 25.8% below-average on Sundays.) ! An initial reading of that data suggests that Friday would be optimal for launch, but not so. That#s because a separate analysis of the day-by-day shares of the top 200 branded videos of 2012 show that the viral peak occurs on day #2 of the campaign, with 10% of all shares occurring on that day. In fact, 25% of all shares occur in the first 3 days. ! ! On a cumulative basis, taking into account the importance of the first 3 days, the results indicate that

Wednesday is the optimal day for launch, with its cumulative sharing activity following launch day 12.5% higher than average. After Wednesday, Tuesday (+8.9%) and Monday (+5.9%) are the next-best days for launch, as they take advantage of the higher sharing activity seen from Wednesday thru Friday.

! Getting the timing right is just one part of the equation...the creative itself needs to have certain attributes in order to elicit sharing activity, according to the researchers.

! The study outlines a variety of psychological responses to videos (such as happiness, contempt, surprise and anger) as well as social motivations to share (such as shared passion, reaction seek-ing & self-expression), indica-ting that in order to achieve a high share rate (ratio of shares to views), the video needs to elicit a “strong viewer response against at least one psycho-logical trigger and multiple social motivations.” It#s important to note that the emotional response needs to be quite intense in order for

the video to be successful: many of the videos analyzed tried for humor, but few man-aged to be seen as hilarious, sinking their chances at going viral to a greater degree. Still, an intense emotional response to an ad is not enough to drive sharing, as there also need to be motivations to share: engendered intense feelings of “warmth,” “happiness,”

“awe” & “pride;” but also con-tained critical social motiva-tions, including shared emotional response (“I would share this video because it had a strong emotional effect on me and I want my friends to experience that too”) and zeitgeist (“I would share this video because it is about a current trend or event”). ! Brands can up their chances by replicating the attributes of the most successful campaigns, by: 1. Differentiating themselves by using an emotional trigger other than humor (or finding a way to be exceptionally funny); 2. Eliciting a strong emotional response and giving viewers multiple reasons to share; and 3. Getting the timing right by launching on Wednesday.

If you want to continue to get what you’ve got, continue to do what you are doing.


! Bacardi, which launched its integrated "Vivimos! ("We live!") marketing campaign late last month, is now rolling out stage two...including airing one of its videos in about 100,000 U.S. movie theaters over the summer, with a mobile interactive element via Shazam. ! The campaign aims to build brand awareness and loyalty among Millennials...males ages 21 to 24 in particu-lar...by conveying the 151-year-old brand's authenticity and spirit through its history.$ ! The video to be shown in theaters starting next week ("The People Take Arms") through a partnership with Screenvision, highlights the roles played by Emilio, eldest son of the rum brand's founder, Don Facundo Bacardi Massó, in Cuba's fight for independence from Spain. It also made its

television debut on "Jimmy Kimmel Live!" on June 25, and will air nationally during late-night programming throughout the summer.$ ! As the video airs during coming attractions in theaters, moviegoers who have downloaded Shazam's app on their smartphones will be able to access additional content on YouTube-hosted Vivimos.com and Bacardi.com...including behind-the-scenes footage, recipes and more films telling the Bacardi story...by pointing their phones at the Shazam icon that will appear on the bottom of the screen. ! Given the high production value of this film and two others created for the campaign, all directed by Jake Scott, in-theater exposure is "a great way to bring Bacardi's history and story to life," says Toby Whitmoyer, VP and brand

managing director for the rum category at Bacardi USA. ! The Shazam element heightens engagement for Millennials, who routinely interact with multiple screens, he notes. ! Although most cinemas do not allow mobile devices to be on during the feature presentation, this will be an interesting test to see just exactly how much viral buzz this campaign produces. If it does succeed in delivering social engagement, it could turn the way mobile is used in cinema upside down. ! While most agree mobile users are distractive in the theatres, the eventual use of mobile to promote and engage when a feature is playing could drive big traffic to the movie theatres. But for now, it#s a Barcardi/Shazam event.

Ju

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7, 20

13

“That which grows fast, withers as rapidly. That which grows slowly, endures.” Josiah Gilbert Holland

CINEMA NOW


Giving Credit Where Credit Is Due: From an article in marketing daily 062813 by Karlene Lukovitz with thoughts by Lance and information from boxoffice mojo.com

CINEMA NOW THE 1ST SCREEN

BACARDI CAMPAIGN HITS THEATERS, WITH A GROUNDBREAKING MOBILE ELEMENT

"The Twilight Saga: Breaking Dawn Part 2# IS COMING TO THE U.S. NOVEMBER 16th. Will your brand be on the big screen?

PAST WEEK ‘Despicable Me 2’ was #1

domestically

with $44.7

million while it was also #1

Internationally with $55.5 million this past week-end.

15% of moviegoers watch movie previews on their smartphones, up from 6% in 2010. ! Credit: Nielsen 061313

“Originality is unexplored territory. You get their by carrying a canoe-you can#t take a taxi.” ! Alan Alda Actor


! You#ve seen the data: more than 60 percent of people access the Web while watching TV. More than 70 percent of smartphone owners looking at retail displays are researching simultaneously online. Email, Internet, and mobile are suddenly one thing, not three. ! For consumers, this accelerating confluence of media is natural and effortless. But for many marketers accustomed to vertical channel marketing, it#s like trying to hit flies with a rifle. ! What can a company do? The first thing is to integrate yourself. Lead by example by eliminating internal

structures that segregate your marketing units. Create clear goals that transcend the goals for each channel. Make the objective larger. Second thing you can do is demand it. Let your people, and your agency know, they will be measured not only on their core competencies but also on their ability to think beyond the box. Force your agenda. ! The third thing is to think like a trainer. If your people can#t do it, bring in new people. The leopard can#t change its spots. ! Of these three suggestions, integrating yourself is the pre-cursor to success. This type of thinking will provide you with new goals and a

better lens to evaluate strategies and the new creative execution. Demanding integration is tough. Frustration on both sides often arises when asking your people or agency to do new things outside their comfort zones. Their frustration has a reason. For 20 years, our industry has required its best people to think deeper in one channel, not broadly in all. ! Bottom line is that integration is natural for consumers but hard for most companies. Why? Integration is driven by ideas. Companies are structured. You have to go where ideas, not the medium, can decide your future.

The more you know about mobile, the better chance you have of reaching her. ”If you don’t have

a mobile strategy, you don’t have a future strategy.” Eric Schmidt, Exec Chairman Google


Giving Credit Where Credit Is Due: From an article in AgencyPost 061713 by John

Barker and thoughts by Lance Photo Credit: jamalaplanit.com

Ju

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7, 2013

YOUR CUSTOMER IS INTEGRATED. ARE YOU? integrated marketing. the big picture in one view.

“I am always doing that which I cannot do, in order that I may learn how to do it.” Pablo Picasso

Check out my blog at http://sophis1234.tumblr.com/

This week features

‘Brand Advocates

Choose Email Over

Social For Referrals’.

Check it out.

“This is not a trend but a fundamental shift in how we consume media. There is a mobile component to everything your

audience does and you need to plan accordingly.” Rachel Pasqua 72% keep their smartphones within 5 feet. Harris

MOBILENOW

[email protected] http://bit.ly/11avZM5 http://on.fb.me/16tna7Q http://bit.ly/Ps5SdF © CNA | Sophis 2013 all rights reserved

“Your premium brand had better be delivering something special, or it’s not going to get the business.” Warren Buffett, Investor and Philanthropist

! It’s called branding.

Responsive design helps build your brand...not hurt it.

A few ears ago, visitors may have given a business a pass if their website appeared fragmented on an alternative platform to a PC. Contemporary websites are held to a different standard.

Visitors do not care if a website looks great on a desktop, but appears disjointed on a smart device. They expect a company’s website to look good on any device. No matter what device a visitor is working off of, a bad website experience speaks volumes about a company.

And once damaged, a company’s image is difficult to repair.

In the study titled, “What Users Want Most From Mobile Sites Today”, Google found 72% of consumers expect brands to have a Mobile-Friendly website. In 2013, a company not equipped to mach their personal technology is behind the times. A poor mobile experience leaves a negative mental footprint. Google reported that 55% of respondents said a frustrating mobile experience hurts their opinion of a brand.

We are a 24/7, 365 day integrated marketing innovations firm.

If you need assistance in your ‘Brand Mobility’, call us today. Think MOBILENow.

For more information regarding cnasophis simply scan this QR code on your mobile

CNA | SOPHIS Integrated Marketing Innovations WORLDWIDE http://www.cnasophis.com

Lance USA [email protected] (480) 619-8999 Klaus EMEA [email protected] +45 2721 2021

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