Posts filed under Research

Using DLSR Mics With iPhone Video

So there's seem VERY little data out there that tells you the "mystery of the cables." So I thought now is as good at time to let the cat out of the bag. For a while know I've been sent all kinds of cables and mics that I was told by the supplier would work for shooting mobile journalism (MoJo) style content. Well it would seem that very few shops [really] get it. Then I had a great educational overview with the folks at BeastGrip.com!

The cable included in the microphone package for DSLR cameras is a Tip Ring Sleeve (TRS) input. Mobile phones uses a (TRRS) input. TRRS stands for “Tip, Ring, Ring, Sleeve,” which reflects the fact that, unlike a standard stereo connector, this actually has three conductors and a ground.

So now at this point, I'm interested in getting some good audio to my iPhone — so let's shop, shall we? To put a bow on it, it looks like this:

Microphone » TRRS cable (in this case the RODE SC7) out of that mic » into the the highly recommended RODE SC6 breakout box » iphone – This configuration will give you the coveted ability to listen to your audio with headphones while shooting your video. DO NOT UNDERESTIMATE the need to do this.

If you're into MoJo or Film making on a budget get a Beastgrip and build a monster.

Live Content Marketing Best Practices

You know live content has begun to take full steam when it appears in your Facebook mobile application. It’s funny to think that we can now look at UI/UX implementation with industry-leading applications as a precursor to content deployment, but such is the case with this phenomenon. Live content is not anything new. We’ve enjoyed it for ages, from storytellers to playwrights, from the radio to the television.

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Content and Commerce: A Study of Buyer Mindsets

One of the many challenges I face with my clients is creating content that is visually appealing and informative, while also motivating them to make a purchase. While plenty of seminars, professionals, and books will tell you there are “five steps to success” or best practices, in the end, knowing your customer’s buying mindset will give you the greatest amount of leverage.

I found over the years of that in most cases, buyers break down into the following mindsets:

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Posted on February 5, 2016 and filed under Business, Management, Process, Research.

The Problem With Massive Brand Acquisitions

The 800 pound gorilla Microsoft devours yet another company — Minecraft – for $2.5 billion. Some of you who will be excited about this acquisition and others will hate it. Why the polarity? It all comes down to "brand equity" on both ends of the spectrum.

If you live any kind of digital lifestyle (and obviously you do, or you wouldn't be reading anything written by moi), you probably have an opinion positive or negative regarding Microsoft. This opinion informs a perception of the brand's essence to you and holds brand equity. In many cases, the acquisition of a lesser brand by a larger brand (that you love) is met with a great amount of fanfare and hope for the future of the product.

Consider Instagram. While everyone thought $1 billion was insane to pay for it at the time, Facebook apparently disagreed. Both brands increased their popularity exponentially and credibility by being now under the same umbrella.

Herein lies the double-edged sword that comes with brand acquisitions. Most people loyal to the lesser brand are going to take into account their opinion of the larger brand and hybridize the two together. Given that you feel strongly (positive or negative) about the purchasing brand, it will definitely affect your perception, loyalty and trust with the acquiree.

Take for instance Insight Venture Partners. This relatively silent company has an absolute impeccable portfolio of technological diversification.  But they are in the business of purchasing, building, and then reselling. They understand that making a splash with their brand acquisition or investment in a technology product can adversely sway user/customer opinion of the product. Think of them has a nuclear tactical submarine: highly effective, but you never know they were there. Once Insight builds up and repositions a brand, they can resell it to a company like Google or Microsoft. The new acquiring company will then make great fanfare about its purchase, thereby starting the process covered in this article.

So in some instances, massive acquisition between two brands can be beneficial if there is a positive opinion about both. If there is not, however ...

Well – remember Tumblr and Yahoo?

Exactly. I rest my case.

Burger King and Tim Hortons? Hell. I don't know. I like burgers and doughnuts!

Look I'm certainly not worth billions of dollars, nor can I make investments such as the ones described here. However, I'm not too shabby when it comes to brand development and utilizing all the social channels and content means at my disposal in order to exploit it. It seems to me that brands with a negative public perception would reduce the potential value of an acquisition by aligning it immediately with their brand.

Microsoft could buy their own country, So it shouldn't be a challenge for them to form a silent company for the purpose of making acquisitions such as Minecraft. Then they could slowly merge them into the fabric of the more high-profile brand.

While I've been talking about some extremely large brands and their acquisitions, remember the potential backlash on your own brand equity based on the alignments you make. For instance, if you intend to utilize a product or relationship as the backbone to your service, it will come with a history of user opinion. Do your due diligence on any customer-facing relationships that you do not solely control.

 And with that – peace out, bitches. I have to meet Elon Musk on my private island ;)

Posted on September 15, 2014 and filed under Brand, Business, Research.