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The role of digital media to the success of London 2012

November 18, 2011 at 5:43 pm PST

Many consider Beijing 2008 as the first digital Olympics; I agree as it was the first Olympics after the launch of YouTube, Facebook and the iPhone.  At a time Beijing was the most-watched Games in history, thanks to YouTube which generated 16.5 million views through IOC’s digital channel (International Olympic Committee).

In the past 4 years digital media has evolved significantly; that surely will make London 2012 take the digital sports experience to another level and make it the first mobile digital Olympics. Smartphones and tablets now outsell desktop and laptops. Today there are more than 800 million people on Facebook, 200 million on Twitter and 10 million on Foursquare (Source: Management Today) and more than 35 hours of video is uploaded every minute on YouTube (Source: Infographic: OneLily) , which makes YouTube the second most visited search engine after Google. Mobile, social media and Internet interaction have become essentials embedded into our daily behaviour and as such will play a vital role in London 2012’s success.

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Convergence Live: Cisco at Automation Fair, 16th-17th November 2011

Automation Fair is just around the corner – two weeks from now.  Convergence will be alive at AF this year.   My colleagues Peter Granger and Andrew Lach have blogged about Cisco’s overall presence and our social media channel, respectively.

In my video, I highlight the Innovation and Collaboration that the convergence of plant and enterprise networks enables, which we will be showcasing in our Cisco booth on the AF show floor, including:

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Trends at SXSW Interactive

Cisco Media Solutions Group is at the SXSW conference as our colleague Scott Brown blogged about right here. Before we got to the expo hall booth 322 and got ready for the Killers Lasers Papers showcase Thursday 3/17 at SXSW Music, we tried to get to as many SXSW Interactive panels and events as we could.

I looked back to my blog post on SXSW Interactive 2010. I wrote in 2010, SXSW Interactive attendance was up 40% from 2009. Well can imagine it’s up another 40% in 2011 -- I haven’t seen the latest statistics yet. Long lines dominated my first day attending panels at SXSW Interactive.

Also, the conference is much more spread out this year -- with interactive panels spread out in hotels and other venues across Austin. No matter how hard you try, it’s not easy to get to all the panels you want to see. When it come to media and entertainment -- SXSW Interactive has plenty of panels to offer about how digital and social media are changing experiences with content. The two trends I noticed right away for SXSW 2011 are:

1. Mobile applications seem to have the share of attention at interactive -- and many of them are focused on ‘getting together’ around interests -- nightlife events, food, photos, fashion.

2. Content creators are focused on extending their brands across digital platforms and in the real world -- this trend was highlighted by the term I kept hearing at the conference -- transmedia.  You can follow the term on Twitter via the hash tag to learn more -- #transmedia.

While I was at the blogger lounge sucking up all the bandwidth I could get, Cisco colleague Jeff Marusak was out in the field taking notes. He attended some panels on how to mine social media for customer insights and we’ll share some takeaways from those panels in this post.

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Online Entertainment – What’s more important – Content or Technology?

Mary Meeker - Morgan Stanley Slide on the Online Advertising Market

At the Web 2.0 Summit 2010, internet analyst Mary Meeker presented data, shown above. The chart she offered drives home an important point to media and entertainment companies -- 28% of our time spent with media in the US is on the internet -- so we expect our media brands to deliver online. And Nielsen also released data this summer  showing 22% of the time people spend on the internet is with social media. In aggregate, Web users spend a total of 110 billion minutes on social Web sites and blogs each month. Therefore media companies must tailor and create engaging digital content to speak to the audiences who want to interact with content brands online and across social media sites. But what’s more important when trying to create appealing media experiences for socially engaged audiences who are spending 28% of their media time online: Is the technology experience more important than the content? Or is the content more important than the technology experience? Vivi Zigler, President of NBC Universal Digital Entertainment (bio link here), attempted to address this question at the Digital Media Conference West in San Francisco:

Vivi Zigler tells us in the clip that NBC Universal has to tailor and tweak existing technologies to the story lines of the NBC TV shows and to the shifting tastes of the online audiences to create engaging experiences.  How does NBC Universal adapt technology to changing television story lines and still create an engaging and quality experiences? (continued ..)
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Just how does ‘Content Find You’?

How do you find out about new TV shows,  movies, and bands and artists?

At the Bandwidth Conference (a digital music trade show), a few months back, we captured some conversations about ‘how content finds you’,  in this case, how you find new music.  Jac Holzman, the visionary founder of Elektra Records (read a Cisco blog post about Holzman and the 60th anniversary of the label here), was asked if it’s a bad thing that technology has lowered the cost of recording, thereby allowing hundreds of thousand more musically inclined people to make records. With so much new music being released, isn’t so much of it just mediocre music? For instance, going online to sift through hundreds of blogs, unknown artist sites, music discovery sites like the Hype Machine and recommendation services like Pandora -- is it worth all that time to find good new music? Holzman offers that record labels themselves, like Elektra (see the Cisco Eos powered site for the label here), are one of the best platforms to discover new quality music -- he explains ..

When it comes to discovering new music, what if you don’t have a favorite record label or radio station, to be your ‘first filter’ as Jac Holzman calls it?

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