We’re heading to Barcelona

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Yep, again. This time to participte in the Jacob Fleming ‘4th Annual Achieving Pharma Marketing Excellence’. We are Gold Sponsor and have a presentation about ‘Engaging your audience by using New Media’ on the second day.

We will be doing 4 interviews with key speakers in the industry.

We are also invited to participate in an expert panel discussion on the do’s and don’ts for engaging in future new media channels and how to overcome the challenges of regulatory issues in pharma e-marketing. The expert panel will consist of industry experts in the pharma marketing.

After this congress there is another congress of Jacob Fleming in Barcelona, the ‘3rd Annual Marketing and Sales in Generics’. Here we’re asked to do some interviews as well.

Busy yet exciting times lie ahead. Wish us luck…

More info here.

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DigiRedo does Gothenburg

Another interesting project and a great example of how New Media can be used for internal communication purposes. How do you share successful ideas effectively within an organisation? Exactly, through an engaging video report. Zeelandia, an international Dutch company producing bakery ingredients, is using video podcasting for the communication of Best Practices within their organisation. Because why should an idea, which is successfully developed and implemented in Sweden, not also work in Poland and Belgium? For that reason we went to Gothenburg to make a video report of the Best Practice of Zeelandia’s subsidiairy in Sweden. Telling the story by the people who developed the idea and by their customers who successfully are using it in their own businesses, is the most enaging and convincing way to motivate and enthousiasmize the Zeelandia colleagues abroad.

Hence the Power of Storytelling.

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DigiRedo does Barcelona

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DigiRedo was sponsoring eyeforpharmas ‘Pharma Marketing Congress’, held in Barcelona on October 25 and 26. Some 100 people listened to our presentation on how media can change the business (yes, also in the pharma industry).

Before the congress we were asked by eyeforpharma to do the online media pre-congress activities by means of interviewing some of the key speakers. See the result here.

During the congress we did some 4 more interviews and currently we are preparing these interviews for eyeforpharmas post-congress activities. There will also be a general impression video of the congress.

Compared to the eDetailing and Online Marketing congress in April this year we believe that the pharma industry is opening up for the dialogue with not only their direct customers (e.g. doctors) but also the patients. Having a reputation which is sometimes -to say the least- ready for some improvement, Big Pharma is wetting it’s feet in new media. There were significant more presentations on Web 2.0 and the influence on business than earlier this year, and also the questions and interest we received was on a much higher level.

We look back to a very interesting congress whereby we’ve met many great people.

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Update: Our presentation was announced ‘Best Presentation of the Congress’ according to the results of a questionnaire amongst the participants!

Kuddos to René…

Meet Priscilla

Priscilla helped us out for a viral marketing campaign we’re currently shooting. She is the main star in the movie. Since it’s cross-media all over the place, she’s also appearing in the printed marketing material.

Priscilla is not only a professional model, she also likes sushi.

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First Day of the Conference

Of course, we did have a lot of fun. But boy, did we learn a lot. Below a summary of the sessions we went to on the first day. More to follow later on:

Keynote
Discussion with Howard Lindzon who sold his podcast about financial stock market to CBS for about $5 mln. He created his show in 8 months and is using actors in his show. Some highlights:

  • Each show costs about $1000 – $2000
  • 25,000 downloads per episode per day
  • Each episode about 3 minutes
  • Started because conventional news on financial stock markets was not fullfilling a need
  • TV should rot in hell, although they still have the cashflow and are important in the media space
  • No future for minimedia companies if they don’t focus on the business. If you want to sell your content and get a living out of it, act like a business person. If you do it for passion, fine but don’t expect to make a living out of it.

Field Production Strategies for Video Podcasting (Rich Harrington (RHED Pixel))

  • Produce more than 1 episode in 1 day/session
  • Mobile studio
  • Tip: change your clothes for every episode
  • Treat podcast production as Electronic News Gathering style shoot
  • Spend money to save money:Proper size crew: various multi-disciplines people (min. 2)
  • Multi-cam: simplifies post-production
  • Use hard disk recorders (use tape as back-up): saves time in capturing
  • Balancing format:
  • Acquisition format: HD currently complicated
  • Keep it short! Better impression to the client.
  • Keep shot ration (footage vs used material) very low! (approx 2 or 3:1)
  • Use shotlist, plan ahead, but remain flexible on location
  • Map the production
  • What is the content, who is the audience
  • What is the roll outplan/frequency?
  • When published, be sure to have more than 1 episode and backdate first few
  • What is the production plan
  • Multi-camera shoots
  • Use similar cameras! with exact the same settings (shooting format, codecs, frame size etc)
  • Use tripod and external mics
  • Use clapperboard: looks silly, but clients love it!
  • Use QP card – Color card
    • small and lightweight inexpensive ($7-8 each) and disposable, gives true white, true black and intermediate grey
  • Use light: Diva Lite
  • Tips:
  • Use photos, titles etc.
  • Use a propter (~autocue)
  • With low light situation, increase gain to max +6 dB (not higher!), fix the rest in post
  • Be careful with ECUs: could be problematic in post when using graphics
  • Editing tips:
  • Edit in original captured format, compress when project is finalized
  • Enables you to offer client various end products (DVD, Flash, H.264 etc)
  • Frame sizes (output) is defined by the data rate

Interviews that Rock – Heidi Miller (Heidi Miller Presents)

  • Prepare, prepare, prepare
  • Research what the interest of your guest is
  • If you think it’s interesting, many of your listeners will
  • Balance between what your listeeners want and what your guests want
  • Ask your guests questions to discuss, but also your audience: involve them upfront via your blog/website!
  • Storytelling! What is the story of your guest!
    • Start questions with: What, where, why, how…etc…Tell me about…
    • Show your research!
    • Don’t send questions upfront to your guest, but key topics
    • Send reminder day before with topics, time, location, way of communication (if on distance, e.g. Skype etc). Make clear that end result will be edited (either audio or video)
    • 2 minutes before interview: ease them down, offer drink, physical contact (hand shake, hug), pre-interview about themselves
    • Start interview: don’t forget to hit record!
    • How much should you talk yourself? Involving yourself (even personal) can be a reason for guests to listen to your show

Flow:

  • Make sure it flows
  • Enthousiasmize/engage, use your own tonage/intonation to increase flow
  • SUL: Shut Up and Listen, do not be afraid of silence at the end of an answer: dare to wait longer than initially feels comfortable.
  • Keep tough questions for the end
  • Repeat name of guest frequently.

After the interview:

  • Ask directly after the interview how it went
  • Send thank you note afterwards

Difficult situations:

  • Puffy guests: say that it’s an interesting topic, but your time is valuable so…
  • Dull guests: forget it, may be not worth publishing
  • Complicated guests: ask them to translate it for 5-year olds

On the spot interviews:

  • Who: get some info upfront from programme, bios etc
  • Where and when: try to do it shortly after a session
  • How to invite: “Would you mind to have a short chat with me…
  • What: look for story and surprises

DigiRedo does USA – Nirvana in Ontario, CA

In front of New Media Expo

So here we are, in front of the convention center, just after Day 1 of the Podast and New Media Expo. And remarkebly, without really feeling the 9 time zones we crossed less than 24 hours ago. We’re so excited that I am afraid we can’t even sleep tonight! Like sponges we absorb the content that is shared here, which makes sense as we are in the Nirvana of New Media… meeting nice people, all soul mates, and some even come over to us to ask for advice. So far a thrilling experience.

Keep following us, as we will continue sharing our experiences these coming days…

Dutch TV station does co-creation

The Dutch public TV station VPRO invites its audience to help them in their autumn ‘members-get-members’ campaign.

Anyone can send in a clip of 30 seconds in which you can explain what the VPRO means to you, ending with a slogan. An interesting approach. Not only is this very 2.0 but this also gives an insight in why people like the station. Which will be helpful in serving the audience as good as possible. The submitted clips can be viewed and scored on the site. The clips with the highest score will get a chance to win 30 seconds airtime (and eternal fame).

The VPRO always has had a specific position in Dutch TV world. A station for alternative pop-music, absurd humour, confronting documentaries, innovative programs for kids and as platform for multimedia experiments. Throughout the years, they have build up a relatively small, but very loyal audience. Interesting to see what that picture is today, with this co-creative campaign.

Clips can be uploaded and viewed from July 15 onwards. Click here for the site. However, there is one downside: it’s only in Dutch…

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