!Canons Page 2 Are Olympics Good For Local Brands? !Page 3 ADVANCED TV Univision’s

Cross Screen Experience !Page 4 SOCIAL NOW Putting Your Business On Facebook !Page 5 DIGITAL NOW Online Video Starts Q4 ‘13 !Page 6 CINEMA NOW ‘LEGO’ #1 Conquers All !Page 7 MOBILE NOW P&G’s Bright New Mobile Idea

INTEGRATEDMARKETINGFe

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!Media Notes Vol #703 !Giving Credit Where Credit Is Due: In an article by Itamar Simonson & Emanuel Rosen in Stanford Business 020414 and thoughts by Lance

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

In 2007, 10,000 people around the globe were asked about portable digital devices. It was part of a study conducted by Universal McCann. One of the hottest topics at the time was the first iPhone, which was announced but hadn’t yet been released. Once researchers tallied the results, they reached an interesting conclusion: Products like the iPhone are desired by consumers in countries such as Mexico or India, but not in affluent countries. The study stated: “There is no real need for a convergent product in the U.S., Germany and Japan,” places where, one researcher later theorized, users would not be motivated to replace their existing digital cameras, cellphones and MP3 players with one device that did everything. !! But it was a different story when people got closer to making a decision. They heard about the iPhone in the media, where it was declared a revolutionary device, and read

blogs and reviews from real users. As iPhones started rolling into the marketplace, the idea of “having one portable device to fulfill all my needs” was replaced by actual reports from users. ! More decisions today are impacted by what are called O

sources of information—“Other” information sources, such as user reviews, friend and expert opinions price comparison tools, and

emerging technologies or sources—whereas market research mea-sures P sources—“Prior” prefer-ences, beliefs and experiences. But let’s go beyond that: As we discussed, consumers have limited insight into their real pref-erences. This is especially true with respect to products that are radically different. The study correctly reported what it found. What market researchers often underestimate, though, is the degree to which consumers have difficulty imagining or anticipating a new and very different reality. !! Trying to predict where things are going has become

more challenging. There is no effective way to use market research to predict consumer reaction to major changes. When assessing new concepts, consumers tend to be locked into what they are used to and believe today, which makes them less receptive to very different concepts and more receptive to small improvements over the current state. ! What marketers are often left with is trying to quickly figure out where things are going and what consumers and competitors appear to follow. And then try to offer a better solution. ! The current environment does not mean the end of market research, just a shift in focus. Instead of measuring individual consumers’ preferences, expectations, satisfaction and loyalty, marketers should systematically track the readily available public information on review sites, user forums and other social media.

HOW THE DIGITAL AGE IS REWRITING THE RULE BOOK ON CONSUMER BEHAVIOR

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ARE THE WINTER OLYMPICS REALLY A GOOD MARKETING INVESTMENT FOR LOCAL BRANDS? Marketers spending an estimated $1 billion to sponsor and advertise during the Winter Olympics in Sochi, Russia, on the national and international platforms are rolling the dice. Because of where the games are located, both political, social and mere time differences play into the house holding the top hand. As an example, if you follow the daily media ratings in our http://www.overtheshouldermedia.wordpress.com blog, you can quickly learn that the United States audience is vastly different than in other nations around the world. ! In Australia, for instance, with their major cities located on their East Coast, the viewers in those markets can watch live broadcasts at 2AM in the middle of their summer evening. The folks in Perth, are three hours later and therefore can catch live coverage at 11P, but again, on a summer evening. The people in populated and sports crazed nations on the Pacific Rim have the same difficulty in Japan, Korea, China and Taiwan.!! In the UK, an entirely different time problems occurs. For them, the games in prime time are in the last afternoon and during the busy drive time. And if you have ever been in London around 5-7P, you can quickly understand the problem. With no availability you can’t watch.!!

“To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful.” Edward R. Murrow !!! But in the U.S., its a different matter. Whether right or wrong, NBC has dumbed America into believing taped delay is as good as LIVE as long as you don’t know the results. Of course, that was fine in the 1980s when the ‘Miracle on Ice’ happened. Because we are living in the DM Age (digital/mobile), who wins what is available now…instantly. We can even catch the latest picture at the finish line from someone tweeting in the crowd. Wait to find out who wins is only if we want to see the winning performance. It takes the ‘stress’ out of fandom, don’t you think? ! To be sure, Americans are suckers for the Olympics. And even if they are half a day away (if you live on the West Coast which is 12 hours away from Sochi), a lot of viewers are tuning in. This past Sunday, 25 million tuned into NBC. But what about the local level? You can check out each day which markets are watching but from Minneapolis to Fort Myers, people are watching. ! If you want to maximize your exposure during these times, it is a perfect platform to show your audience who you are and what you have to offer. In fact you are seeing many national brands jump into those opportunities. Chances are you should do the same the next time the Games come around.

Bits & Pieces Week of 013014 Weekly Average Ratings !BROADCAST MORNING NEWS SHOWS ABC: ‘GMA‘ 6.06 million + 0.33!NBC: ‘Today‘ 5.34 million + 0.29 CBS: ‘Early Show‘ 3.27 million+ 0.26 BROADCAST LATE-NIGHT SHOWS NBC: ‘Tonight‘ 4.34 million- 0.00 CBS: ‘Late Show‘ 3.06 million - 0.00 ABC: ‘Kimmel‘ 2.64 million- 0.00 ! Week of 012714!BROADCAST EVENING NEWS +/- last!NBC: ‘Brian Williams 10.7 million +0.10 ABC: ‘Diane Sawyer 9.40 million+ 0.26 CBS: ‘Scott Pelley 8.36 million+ 0.50 ! Sunday 020214!

BROADCAST SUNDAY AM NEWS !CBS: ‘Sunday Morning‘ 5.83 million!CBS: ‘Face The Nation’ 3.25 million- 0.02 ABC: ‘This Week‘ 3.50 million + 0.71 NBC: ‘Meet The Press‘ 3.41 million+ 0.26 FOX: ‘News Sunday‘ 1.42 million+ 0.05 UNI: ‘Al Punto‘ 0.85 million- 0.11! ! !!“Why would you wait for anything to come to you.”! Herman Globbops famed master of thought and wisdom !

! ! ! !! !!!!

! !

MNC is not printed. It is only released digitally.

“When in doubt

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“Right or

On your smartphone, scan with

any QR reader.

Media Notes Canonical Vol #703 !Giving Credit Where Credit Is Due: From thoughts &

observationsof Lance.

For daily updates on media in the US, UK & AUSTRALIA, go to: http://www.overtheshouldermedia.wordpress.com are The more you know, the better you will be.

! If you want to learn more about Mobile…Social Media…Content Marketing, go to: http://bit.ly/1ifZQiH

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UNIVISION CREATES CROSS-SCREEN EXPERIENCES MONDAY 02.03.13

CBS ‘Mike & Molly’ 9.84 million viewers 6.0/9HH !

TUESDAY 02.04.13 CBS ’N.C.I.S’ (R) 19.72 million viewers 8.9/14HH !

WEDNESDAY 02.05.14 FOX ‘American Idol’ 15.19 million viewers 7.8/12 HH !

THURSDAY 02.06.14 FOX ‘American Idol’ 13.04 million viewers 12.0/19 HH !

FRIDAY 02.07.14 NBC ‘Winter Olympics’ 12.49 million viewers 7.8/14 HH SATURDAY 02.08.14 NBC ‘Winter Olympics’ 5.24 million viewers 4.7/5HH !

SUNDAY 02.09.14 NBC ‘Winter Olympics’ 113.5 million viewers 17.7/68HH 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. !

!! !

Univision is expanding its mobile content offerings through several new partnerships. Last week, the Hispanic broadcaster announced a partnership with Applicaster to create cross-screen experiences for Univision viewers available on their mobile devices and desktops. Univision is also expand-ing its distribution of on-demand content to iOS and Android devices through a new partner-ship with Time Warner.! ! Univision is using Applicaster’s cross-screen system to create

companion experiences for popular programming, which also offer new opportunities for adver-tisers thru sponsorships woven into the plot. By combining the Applicaster features with its own

UVideos network, Univision is able to offer audiences interaction with their favorite telenovela characters, including personal messages with photos, video clips, plot tips and commercial offers in the context of the shows.! ! Applicaster CEO Jonathan Laor explained: “Broadcasters continu-ously seek new ways to cater to the growing sophisticated video consumers and second-screen audience. !! However, this should not come at the expense of main screen advertising revenues, but rather magnify it; adding social, interactive, and

commercial layers to the TV experience creates a new synergy broadcasters want to leverage.”

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!!!!!!!!!!!Giving Credit Where Credit Is Due: From an article in MediaDailyNews.com by Erik Sass 050214 and thoughts &

observationsof Lance. !For daily updates on media in the US & UK, go to http://www.overtheshouldermedia.wordpress.com !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 2+ viewership

Giving Credit Where Credit Is Due: 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 TELEVISIONAdvertising rates on network television and for TV show viewing online will soon be the same, “so we won’t care where you watch” ! Les Moonves CEO, CBS

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

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! In just 10 years, Facebook has changed the way businesses market to customers. In these days of multi-channel marketing, you can't run a small business without having a Facebook presence. No matter whether you use Facebook personally, chances are, your customers are there every day. With 110 million daily mobile users alone, you can't afford not to have a presence on the social network. Your customers are already seeing ads from their other favorite brands and stores pop up in the right-hand side, as well as in their news feed, so you might as well be there, too. Here are four steps to help you bring your brand up to speed on Facebook: Announce your new Facebook page with a flourish. Put the Facebook logo on your newspaper ads and store inserts and blast it on your website. Make an even bigger splash by announcing something special such as a new product or service along with your new social media presence. My favorite local bakery, Daisy Cakes, just announced a new KickStarter campaign on its Facebook page. Tanay, one of the co-owners, created a video announcement to ask for donations for the launch of their new Dessert Room.

Give your customers a reason to like you. Incentivize your customers to become your Facebook "friend" by offering coupons and discounts that they can only find on your Facebook page. Encourage them to "share" this treat with their friends to increase your number of "likes." As long as you provide an interesting incentive to keep your customers coming back, such as breaking news of specials or previews of new products and services, customers will be happy to see you on their Facebook feed. I love to give gifts from Cheryl's Cookies and Brownies, so I quickly followed them on Facebook. Now, I regularly receive free shipping offers or coupons for 50 percent off my favorite cookie gifts. Engage your customers in a lively conversation on Facebook. Once you have a loyal Facebook following, start a two-way conversation with them. Ask interesting questions, respond to their comments and thank them for their ideas and suggestions, even when they might not be something you thought you wanted to hear. When your customers feel heard, they will know that you are taking their interests seriously and will keep following you.

! You can also use this space to become an expert who your customers can rely on for trends and scoops. FlyingScarfs is a new social enterprise created by Air Force pilots who served in Afghanistan. Its Facebook page is filled with photos of the beautiful scarves woven by the Afghan widows they support, along with many articles about building peace in the Indian Sub-Continent through economic development. These pilots maintain a lively conversation with their many followers as they offer many interesting ideas for us to think about. Reward your brand ambassadors. You will be able to quickly see which of your customers respond to your questions and comments on Facebook or send you suggestions or ideas. Thank them publicly and send them rewards for their loyalty. You might even consider posting pictures of them and their ideas as thanks, too. The most recent Edelman Trust Barometer Survey (2014) continues to find that 62 percent of customers trust "someone like themselves." Use the power of your most loyal brand ambassadors to spread the news about your brand in ways that are credible and trustworthy to other prospective customers.!

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.

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

For daily media updates, go to: http://www.overtheshouldermedia.wordpress.com

PUTTING YOUR BUSINESS ON FACEBOOK

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

Media Notes Canonical Vol #703 !Giving Credit Where Credit Is Due:Based on an article in Entrepreneur by Karen Mishra 020614and thoughts by Lance photo credit: SocialTwist & adotas

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Media Notes Canonical Vol #703 !Giving Credit Where Credit Is Due: From an article in marketing charts 020614 and thoughts by Lance

Have You Talked To Her Today?

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“People have discovered that they can fool the devil; but they can't fool the neighbors.”! Francis Bacon

British Writer & Statesman

DIGITAL NOW

ONLINE VIDEO STARTS: KEY TRAFFIC SOURCES AND LEADING DEVICES IN Q4, 2013! When it comes to branded video starts, search is a far bigger referrer than social, according to Adobe’s Q4 2013 US Digital Video Benchmark. The analysis of media and entertainment sites indicates that during Q4, 20% of video starts were referred by search, with affiliates referring 16% and the majority 58% coming from direct traffic. Social remains a fair way back, referring roughly 6% of starts, with Facebook accounting for 80.6% of those. ! Following Facebook is Twitter (11.8% share of social referred starts) and Reddit (4.1%). Facebook also maintains the highest view rate, which measures the percentage

of referred visits that produce a video start. With a 39% video view rate, Facebook is tied for the lead with Tumblr, and is followed by YouTube (38%), Reddit (35%) and a trailing Twitter (19%). ! When it comes to mobile’s share, it’s no surprise to see smart devices exerting a greater influence. During Q4 2013

smartphones (12.8%) and

tablets (9.2%) combined for 22% of video starts. That’s a 52% increase from 14.5% a year earlier, and is primarily due to an

almost-doubling share for smartphones, which

moved from 7.2% of starts in Q4 2012 to 12.8% a year later. ! ! The study data also confirms recent research indicating growth in ‘TV Everywhere’ viewing

with Adobe measuring an increase in streams from 222.5 million in 2012 to 574.2 in 2013. Mobile comprised 73% of those authenticated streams in Q4 2013; the iPad (28%) alone accounted for a greater share of streams than PCs (21%) and Macs (7%) combined, double the iPhone’s share of 14%. Together, Apple devices and desktops represented a heady 54% of authenticated streams. ! Finally, Adobe reports that TV Everywhere streams are largely for sporting events (37% share) and TV shows (27%), and that iPad and iPod are the watching the most amount of videos per visitor per month (each at more than 10).

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

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Thanks to its strong brand and broadly-appealing marketing, ‘The LEGO Movie’ stacked up one of the highest openings ever for an original animated movie this weekend. !! ‘The Monuments Men’ also had a solid debut. ! ‘The LEGO Movie’ took first place with $69.05 million, which ranks second all-time in the month of February behind ‘The Passion of the Christ’ ($83.8 million).! ‘The LEGO Movie’s' success can be attributed to a handful of factors. The brand itself is remarkably strong: most people have some experience with the tiny building blocks, and that experience is generally positive. Warner Bros. built on this brand recognition with a marketing campaign that had something for everyone. In particular, the pop culture references and self-aware humor … plenty of which came from Lego Batman … helped lure in adults, which is the key to

success with animated movies (after all, they're the ones paying for it). To that end, it didn't hurt that ‘The LEGO Movie’ received nearly unanimous praise from critics(95% on Rotten Tomatoes). ! Other studios already seem to be taking note: next February sees the release of ‘SpongeBob SquarePants 2’, while an untitled Illumination Entertainment project is currently slated for February 2016.! Moviegoers awarded ‘The LEGO Movie’ an "A" Cinema Score, which implies that it will receive strong word-of-mouth. Based on similarly-received animated movies, it's a foregone conclusion that ‘LEGO’ winds up with over $200 million total.! Opening at 3,083 locations, ‘The Monuments Men’ took second place with a solid $22 million. That's easily the highest opening ever for a movie directed by George Clooney, and it's in the same ballpark as recent adult-skewing movies like

‘Captain Phillips’ ($25.7 million)

and ‘Argo’ ($19.5 million). Chalk this up to an appealing cast and a marketing campaign that put an emphasis on the kind of true story that has plenty of appeal with older audiences. To be specific, ‘The Monuments Men’s' audience was 52% female and 75% over the age of 35. They awarded the movie a middling "B+" CinemaScore; combined with the poor reviews (33% on Rotten Tomatoes), this would normally suggest a quick drop-off. Movies that skew older tend to hold better, though, so a total north of $60 million is definitely doable. !! Coming off Super Bowl weekend, most holdovers had

light drops. ‘Ride Along’ eased

20% to $9.6 million, which brings its total to $105.3 million. It's the first 2014 release to pass $100 million. ! ‘That Awkward Moment’ took sixth place with $5.2 million. That's off only 40%, which is a good hold for a movie with an audience made up primarily of young women.

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

CINEMA NOW

Media Notes Canonical Vol #703!Giving Credit Where Credit Is Due: From an article in box office mojo 021014 by Ray Subers with thoughts by Lance and information from boxoffice mojo.com

CINEMA NOWTHE 1ST SCREEN

‘LEGO’ CONQUERS THE DOMESTIC BOX OFFICE

‘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 ‘The Lego Movie’ was #1 domestic film this week-end with

$69.05

million. ‘Frozen’ was

#1

Internationally with $24.0

million this past weekend

For another view of the movies, go to Cinema Critique La Belle Aurore at https://www.facebook.com/cinemacritique !

“Return To Zero” is featured in an article in the Poughkeepsie Journal ! http://!pojonews.co/1kgPQrk

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! Procter & Gamble’s Braun is leveraging mobile and social photo-sharing to support the sponsorship of American short track

speed skater J.R. Celski during the 2014 Sochi Olympics. The CPG brand is using a combination of social media and a mobile app for the Olympics-themed “Cool Under

Pressure” campaign to promote a sponsorship of the 2014 Olympics. !! Additionally, the initiative promotes Braun’s CoolTec shaver. “The Snaps’ app allows consumers to super-impose themselves into an image of J.R. at the skating start line,” said Brian Messerschmitt, North American brand manager at Braun. “This program is mobile-optim-ized and provides instant sharing of ‘good luck’ messages for J.R. on behalf of Braun,” he said. ! “The goal of the program is to provide fans with a fun way to get involved with J.R.’s Olympic journey, while also introducing them to the Braun brand.”

! To participate in the campaign, consumers first have to download the Snaps mobile app for free on iPhone or Android devices. Braun’s campaign is located within the app’s “discover” tab. !! Consumers can then click through and access the campaign’s landing page, which pulls in a series of photos with the hashtag

#CoolUnderPressure. Users can snap a photo posing next to Mr. Celski and decorate the picture with branded decals such as a gold metal that has P&G’s logo printed on it. ! Consumers can resize the decals and spin them across the photo. The bottom of the photo includes the campaign’s hashtag and the Braun & P&G logos. The photo is automatically added to the Snap app and can also be shared via Twitter, email, Tumblr and Facebook. ! Once the Olympics are over, Braun will select some of the best photos to be included in a photo album on Facebook. Additionally, consumers

with winning photos will receive a free CoolTec shaver. ! ! ! The brand is also

promoting the campaign via its Facebook and Twitter pages. A link to the Snaps mobile app will pushed out within links on these social platforms. The idea behind Braun’s campaign is to leverage the sponsorship of Celski with mobile and social to connect with U.S. consum-ers who cannot attend the Olympics but are still following the games. ! What is interesting about Braun’s use of mobile and social is how the brand plans to incorporate the photos from the campaign into further initiatives. “With more and more people using their devices as a source of anywhere/anytime entertainment and retail, the program allows Braun to engage consumers with…and drive traffic to…the brand’s social media pages, while also raising awareness of Braun’s many grooming product offerings,” he said.!

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

Media Notes Canonical Vol #703 !Giving Credit Where Credit Is Due: From an article in mobile marketer 021014 by Lauren Johnson and thoughts by Lance Photo Credit: agencypost.com & on next page, luxurydaily.com

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“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 ‘Spending Philosophies Differ Across Generations’. 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

WHY IS P&G THE BRIGHTEST? THEY UNDERSTAND AND USE NEW TECHNOLOGY TO INTERACT

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“Your premium brand had better be delivering something special, or it’s not going to get the business.” Warren Buffett ! A Time To Think About Your Business ! The first time you meet Warren Buffet you are amazed that he really is like the guy next door who you speak with from time to time and in some cases, become friends. Of course this guy has a few more bucks than you and I might have. But the point is that he is very easy to talk with. He is eager to listen and that is one of his great attributes. ! The art of listening is to understand. Your thoughts and ideas to what you are listening to take shape and become formed. They reflect your continuing attitude and discovery in your personal and business life. Too often we do not listen. We are too eager to express our opinion as if it were as important as that fellow pictured above. (The guy to the left with glasses.) ! We have invested much of the past two decades listening, working on, experimenting with and discovering what makes digital and mobile work. We understand that mobile is the dominating platform today and into the foreseeable future. We have been involved with mobile for over a decade. We also understand that mobile strategy is the center of marketing strategy. Mobile is a sustainable solution. Yet, everything has to be integrated. And that is where CNA | SOPHIS is of value. Our expertise in mobile, digital and creative marketing innovations are of value. If you need to examine what you can do for a better 2014, we encourage you to contact us. !You may reach us at: Lance G. Hanish lance@cnasophis.com Klaus Paulsen klaus@cnasophis.com !Have a great day and a better weekend. www.cnasophis.com !!!!!!!For more information regarding cnasophis simply scan this QR code on your mobile device.

CNA | SOPHIS Integrated Marketing Innovations WORLDWIDE http://www.cnasophis.com Lance USA lance@cnasophis.com (480) 619-8999 Klaus EMEA klaus@cnasophis.com +45 2721 2021

Lance@CNASophis.com http://bit.ly/11avZM5 http://on.fb.me/16tna7Q http://bit.ly/Ps5SdF © CNA | SOPHIS 2014 all rights reserved