Thank you for all the great comments for the first class. I will be responding to the all.
Sphere: Related Content
Tangentially related to our course, I had a fascinating meeting in Chicago with Adam Siegel, the Co-Founder of www.inklingmarkets.com , which is a crowdsourced "prediction marketplace" useful for consumer insight and in some cases, a form of advertising itself.
Angelica will post her summary of the class as well.
Please start choosing and asking approval on your book report and course presentation. Several have asked about BLINK and TIPPING POINT. I think I have to take the off the list. I think Mr. Gladwell makes great points that inform many thing related to our subject but I don't believe the books are relevant enough in light of so many more pertinent works available.
6 comments:
Honestly I have no idea how to choose the book and topic. Do we have to buy the book? Could you suggest some topics that we can choose from? I find it's difficult for me. :(
Any advice would be appreciated!
Focus on what you are most interested in for career or academics and I can suggest something, peruse the bookstore or search AMAZON yourself..
http://astore.amazon.com/wwwxtropiac0a-20
Summery of Mark's lecture: Part 1
Discussed different news articles about technology
• Variety-china wipes out green dam rollout
• RIAA sues woman for songs, 80,000 per infraction
• Eminem sued UMG, wanted extra money per download
Marks email is mark@11amps.com
• facebook: Mark Heni
Facts
• labels are turning to fan management
• Marks wants music free
• its all about the experience that people want to pay for like a membership example: prince, john Mayer
• Calypso giving out CDs (as well as prince) just to get record sales on billboard, and to get fans to come to their concert
What is the value of free?
• Piracy is great for the movie biz because it brings awareness to film
• people go to movies to see it on the big screen, not the little one
Life cycle of a film
• theaters
• airplane release
• DVD
• pay-per-view
• network release
Ownership issue
• want it anywhere and anytime, where is the future going?
Metadata
• most important thing
• index from pre production and beyond
• can use data for online data search
• you can control that, then you can control the media
• "piracy is good until further notice"
Monetize your film
• green back of cereal box and put in whatever you want in it
• know DVD sales not strong point, find other ways to get your film searched for and marketed by internal content
MJ
• 20 million tweets in 2 min, first time news reported to people faster than from a network
• 2.6 million downloads on iTunes in one week, no downloads over 1 million in one week before
Obama Inauguration
• 27 million watched that day (MJ's funeral beat this one, his was watched by 31 million in the US alone)
• 7.7 million simultaneous streams
Cell Phones
-changing the world
Part 2:
Mark the man
- created isports app on iphone
- app is shell and gives out data of sports facts in real time in a graphical way
News
- now to deal with users posting on an app
- example of a nude picture posted of a girl who is underage, and she posted it herself
How cable companies make money
-get more customers
-make more from each one
How cable companies work
-time Warner / Comcast work in certain areas
-Verizon and att are chosen by choice by the consumer, and are charged to make transfer
-should they create a digital locker?
-is the fabric breaking apart?
Cable vs. Fiber
-cable can be slowed down by neighbors excessive use
-address it by tier pricing
One Wilshire-giant local area network
-all internet data sent there and sent out to pacific rim and east coast
-Carlyle group owns it
-they sell air, power, real estate
Mark wants to take us there on a field trip-to one Wilshire
France
-June 5th French filmmaker did an environmental documentary called "Home" and he put it everywhere the same day, YouTube, gave it to schools etc... to give out a message, and can help DVD sales worldwide
DVD and CD
- now are archive and transfer systems
Boone Darkly
-website is a YouTube video
Baby Einstein’s
- started with Wal-Mart
-2/3 dollars for DVD to make
-sold to Disney
use public domain music, my question is - but did she have to pay for the artists who played the music?
Project Natal
-3 dimensional camera that pick up voice and face and it talks back
"Big Dog"
- cool video about a robot mule on YouTube
our relationship with media is changing
Part 3:
be afraid or not?
Presentation: Pushing pink pixels for profit:
where did the adult internet boom happen?
- 1993 sex phone hotlines
-computers and phone lines could be used for web hosting
- subscription based models
-want cheap to get content
Ubento: free hardrive
- use Google docs
Acquiring content
- membership/cc, live cams
-custom shot
-purchase packages
-leased content
Individual pages now
- market the star
Formatting
- jpegs/gifs
-tape to digital
- avi, wmv, java
- massive amounts of data
Linux
-can create small servers
Major players got in the game
- hustler went online and failed because could not mange the hard drives
- other companies outsourced it all
- reliability issues
- massive content seen like never before
Syndication model
- Ken Tares (in jail now) started reoccurring billing but billing people and then returned the money he billed them and had a positive database of money
Outsourced credit cards
-porn sites have to use a third party billing service
- 15 percent of each subscription goes to them
- check on payment status and passwords/have a call center/ and scrubs cc
- banks refuse to scrub the cc
Leasing content
- create packages of content
- the content links with leased people and pays for access for content so they don't store the content either
Affiliate marketing
- subscription management on sharing info for content
- creating affiliate code
- software exchange
Part 4:
- if you are an ASO and use software, package of content
- outsider-software-aso-then takes them over to the website and makes 35$ per sale or 50% of recurring revenue, average rate of stay three months
- since 1996
-face-study on prices say 4.95 had the best retention rate and stayed for 3 minutes or longer
- buying domain names and driving them toward content
Check out met art
IEB.org
- marketing standardization
Worked for VCA
-created social media network for doctors/pet hospitals
Dell
- made 1 million off of twittering
Future of Porn industry
- membership for porn stars and individualized experiences
Adult company
- got hacked
- ASO, adult site operated, gives key and match third party arbitraging the event
- hackers now with flash area need to encrypt content
Banks
- not allowed to have adult site and check cards scrub cards, so third party billing systems created for that
- visa takes and deposit accordingly from third party sites
Adult Verification Services
- marketing
- AVS scrubs card and makes sure legal age
- so ASO uploads for free in AVS and get %
Commission Junction
- get commission from banner 15-30%
People making money through these affiliate models
- can track traffic with Google analytics
CPM
- cost per million
CPL
- cost per list
CPC
- cost per click
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