TangledMESH - Marketing Unwound

Digital Media - Content, Advertisers and Technology Trends

The New Gig - Endavo Media

I've been tweeting about my new gig, but figured I was overdue to write a more detailed post about Endavo Media and why I'm so excited to be part of the great things we're doing here.

Endavo Media provides an end-to-end Internet TV platform. If you're in the business of producing, distributing and monetizing online video content, our services can help you manage those digital asset in a scalable and cost-effective way. One of the ways we're positioning the service is as the next logical step from viral video (YouTube, et al). This presentation gives the full pitch: "Online Video: From Viral Campaigns to Branding Strategy."

My role is business development, with an early focus on the Florida New Media and video production community. My background is in sales and marketing. I have worked in interactive marketing and telecom services for more than a decade, and more recently shifted my focus to social media and what I call "customer engagement strategy." In my view, online video will play an ever-increasing role in interactive marketing strategy. It's still in its formative years, but the push is on. So, Endavo is the perfect fit for someone with both my history and forward vision.

But the odds of me finding such a gig where lower than you might think. Tampa, FL is not exactly Boston or NYC or San Francisco. Headquartered in Atlanta with an office in Tampa, Endavo was the only player in town focused on the things that I'm passionate about. Others in the area work around the edges either from the production side or the social/viral marketing side, but not as the enabling technology that allows content producers to build an Internet TV destinations in days, complete with ad insertion management, live streaming, and all within your own branded look and feel. What can I say, I'm a platform guy.

To top it off, I'm back working with one of my former clients. While at Mediacentric Group I directed the Perot Systems account. Pete Contardo, Endavo's EVP/CMO, worked for Perot at the time and we built some cool stuff together. It's fun to be back working with him. Paul Hamm, Endavo's CEO, is as sharp as they come -- aggressive, responsive, positive and always eager to support his team. The rest of the group is great too. There is a start-up mentality here that I thrive on. All the questions have not been answered nor all the potential realized, and that's what makes it special: being part of the growth.

The punchline is "never say never." If you want something bad enough and you can demonstrate real passion to other people, everything has a way of working out. Being passionate about what you do is critical to your health and prosperity.

I know times are hard right now for a lot of people. Many people have been laid off, forced to move or do more with less. So, I am truely grateful that God brought this opportunity to me. It is a tremendous opportunity for me and I plan to take full advantage of it.

Social Media Marketing: Consumers Weigh In

A new study by Cone (view press release here) provides a glimpse into how social media marketing is perceived by consumers. The results bode well for those of us who've spent the last several years trying to convince brand marketers, agencies and C-level execs on the potential of social media focused initiatives.

The report revealed nearly "60 percent of Americans interact with companies on a social media Web site, and one in four interact more than once per week." When asked about specific types of interactions, Americans believe:

• Companies should use social networks to solve my problems (43%)
• Companies should solicit feedback on their products and services (41%)
• Companies should develop new ways for consumers to interact with their brand (37%)
• Companies should market to consumers (25%)

The Cone study went on to explain the effectiveness social media marketing programs seem to have in connecting marketers with hard to reach groups like online males and the highly sought after (18-24) youth market. Additional insight is provided on what consumers feel the role of companies should be within online communities.

It is worth noting the drop from nearly 50% to 25% when the question is "solve problems/solicit feedback" vs. "marketing to." This is important. It means marketers have to understand this is a different medium with a different set of "engagement rules." It's not a static banner ad or a passive tv spot, it's interactive. In these environments it's critical that marketers approach online communities with transparency and a commitment to building relationships beyond the sale. Otherwise you risk alienating a good portion of your potential audience from the start.

Download the full report summary here.

A New Logo... Finally!

Well, here it is: my new logo.

It's true what the say about the cobbler's kids having no shoes. There's never enough time to help yourself when your always helping others improve their own strategies.

So, let me know what you think.