Our server at work was on the brink of crashing last week (ok, that’s an exaggeration but our IT manager did send out a warning email). Apparently, too many of us were ‘secretly’ streaming videos of the Olympics during work hours. Seems like many people around the world have the same idea, though.
These Olympics have been aptly dubbed “The Digital Games”. Millions of viewers – up to 5% – will watch the Olympics without ever turning on their tallies, and NBC Universal will stream a record 2,200 hours of live footage online.
With figures like these, it makes me wonder – will the Internet become our future medium of choice for watching the Olympics (or any other World Cup/Superbowl equivalent)? Call me old fashioned, but for me, part of the Olympic fun is about sharing the big screen with a bunch friends at the pub while cheering for your team. What do you think?
Either way, it sure is paving for an interesting way of marketing around the Olympics. Gone are the days when big sponsors “pay a gazillion dollars to the IOC, then pay a gazillion more to brag like heck about it on TV and in print ads” (read this article from USA Today ‘Faster, higher, stronger and digital’. It also has some great examples of the digital marketing strategies implemented by savvy companies like Lenovo and Johnson & Johnson – such as athletes blogging and video sharing).
Will the rise of the Internet mean the death of the TV? I hope not. (…but I may just be swayed if the pubs start streaming live internet videos on the big screen).
One wise man who arguably has the best bird’s eye view of the situation is Sir Martin Sorrell, CEO of WPP. According to Sir Martin in his interview with CNBC on the day of the Beijing Olympics opening ceremony, whilst “this is really the first truly digital games…[digital is] only 10% of client budgets, it’s 20% of consumer time. By the time clients move their budgets to 20%, we’ll be spending more time on the web. But you’re right. They all work together.”
For the past couple of years I haven’t been in a client meeting or industry event where “social media” isn’t mentioned. Forget “mention”: it has been at the core of the discussion. But in all these conversations, what hasn’t been covered is how traditional media, in particular tech press, is evolving, changing, adapting; and what this means for “traditional” tech PR professionals. Publishers like CMP (or better the former CMP) and IDG are changing. They have been “socialized”.
From now on, when I talk to a client or colleague, I’d like to make a distinction between social media and socialized media.
Of course I believe they are both very important, but they are critically different. And since all the attention has been focused on the first one, in this post I want to share some initial thoughts on the latter:
So what’s the net-net? As PR practitioners we are in front a very complex ecosystem, with a lot of moving parts. I think knowing and understanding the different motivations of all the players (the blogger, the journalist, the publisher, the editor) will make us better counselors and strategists.
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Behind The Scenes: Ogilvy PR, Washington, D.C.