Forrester’s Jeremiah Owyang has a good, fair assessment on Cisco Eos at his web site Web Strategy by Jeremiah.He’s got a good point:
as our research has indicated that community deployments are only 20% technology and the other 80% being process, roles, culture, measurement, and change management
Engineers hate to hear you say it, but changing human behavior is usually the harder part of the tech solution. That’s one reason CMSG has been working with several media companies over the last two years to understand their unique challenges, work flows, and opportunities to engage their audience. Doesn’t mean we got everything right with Eos, but we did design a robust administrative environment that media companies can use to consolidate and simplify the management of their broad portfolio of sites.This is a first step in a longer journey.
Everybody seems to want a”community” today. Media companies are no exception and many are looking to building”communities of content” that allows their fans to interact with and around their content.There’s already a healthy market conversation going on about best practices for building user communities (check out Mzinga’s webinar series), but how are communities focused on content (and not so much on connecting with your friends/co-workers) different? Below are some data from two entertainment-related communities the Cisco Media Solutions Group helped create (no, they aren’t the ones we publicly disclosed: NHL.com and NASCAR.com; this data is from undisclosed deployments). While this”tale” isn’t meant to suggest one community was more successful than the other, they did take very different paths. Read More »
Last week, I blogged about how I use Twitter to connect with entertainment content. This week I wanted to follow up with a post on web tools you can use in conjunction with Twitter to share content or discover it -- that’s still coming, I promise. I’ve just been too busy this week to even play with some of the newest tools I am now hearing about, and share some more entertainment Twitter trends. I do have something to share though in the meantime. Before this blog got going this month, I was just testing myself to get more familiar with blogging on a regular basis. And I wrote a little ancedote about how I use Last.fm to find new music I’ve never heard before -- I got inspired when I came across a new musician. Here is the post … Read More »
Wanted to point out a couple of recent articles over at imediaconnection.com. Both focus on the impact data is having on the advertising world / model / agency / experience / etc, which has plenty of relevance to the world of media.Given the symbiotic relationship between advertising and entertainment , it shouldn’t be surprising that both industries are facing the obstacles / opportunities of collecting and using data for personalization and targeting of their respective “content.” Read More »
Over the last year the Cisco Media Solutions Group has worked with several media companies to build online communities around their branded entertainment content -for example, your favorite band, sports team or TV show. It seems obvious now, but these”communities of content” behave very differently than the social networks focused on connecting people-to-people. Consumers use different features, they have different expectations for the type and quality of content they see on this sites, etc. Read More »