Trumblog

The following is a live blog of a panel discussion with Melissa Fallon, Senior Vice President in TV, Film, Digital of Davie Brown Entertainment, Chris Hanada, co-founder of Retrofit Films, Milo Ventimiglia, co-founder of DiVide Pictures, Wilson Cleveland and Andrew Hemp on the use of online video for marketing campaigns, challenges and opportunities.  The session began with a lot of marketing speak and buzzwords, but moved on to a deeper discussion with examples and best practices.  The panel took place at South by Southwest on Monday March 15, 2010.

12:08:40 PM: Key is good creative, client needs and budget. In that order?

12:09:21 PM: Looking for way to get message out in a creative way that is different from a :30 spot

12:09:53 PM: Distribution is the biggest issue, where do you get it out there and how do people find it.

12:11:33 PM: Panel needs to dig in, all buzz words so far brand alignment, channel, marketing speak

12:12:28 PM: We should be playing buzzword bingo here.

12:15:14 PM: Ikea case study; wrote fan site with most links into series finale

12:16:07 PM: Paid marketing more safe, but social media is more authentic

12:19:51 PM: Symbiotic relationship between online and broadcast. Soon online will step up as an equal.

12:23:53 PM: Clients no longer seeing digital as a less expensive option, but a part of the marketing mix

12:24:49 PM: As brands become media companies CMOs becoming producers. A new role for them.

12:26:13 PM: Brand media is about representing the brand through story and content, not amount of product shown.

12:27:10 PM: Getting into branded online media not about cool factor, but about strategic goals

12:30:17 PM: Temp case study: show about horrors of temping, made fun of industry, but captured right audience

12:32:25 PM: No universal standard for measurement is a challenge – need custom analytics for each engagement

12:33:11 PM: Syndicate, syndicate, syndicate. You are asking a lot of an audience to come to your microsite to watch.

12:34:21 PM: Don’t let online video content suffer in order to deliver messaging via a microsite.

12:38:33 PM: 2006 C&D level celebs said no to online video, need to engage on screen talent as part of creative process

12:48:57 PM: Ikea had unique media players for each blog in order to track views.

12:58:28 PM: I want something that has never been done before, can you show me examples of how you have done that in the past?

1:01:01 PM: RT @betsyp: Hanada I won’t put dove soap in the content, but will put an ad at the top. Don’t compromise content with corp messaging