Speed Tweaks: How Fast Can Audiences Drive Edits?
When it comes to shaping video content for target audiences, how real-time can we get? Dynamic iMedia allows digital agencies to track who's watching what content, where they're watching it, and for how long. But how can brands put this real-time feedback to use when months of approvals have already locked in a final cut? If they shoot documentary-style content, they have the flexibility to make measurement mean something. An archive of doc footage from the production phase can offer drastically different cuts.
Bringing together a digital guru with surgical media measurement tools, the media director from the Clinton Global Initiative, who has used twitter feeds to create documentary highlight reels, and the Creative Director of branded documentary powerhouse, Flow Nonfiction, we look at how the documentary process can yield footage that makes real-time feedback actionable. How good and how fast can this feedback loop become? Are brand managers willing to follow the near spontaneity it allows? How much is too much -- when does the stat geek kill the magic? And what does this mean for filmmakers and marketers who want to keep pace?
Bryan Mochizuki manages the Marketing department at the Clinton Global Initiative (CGI). Established in 2005 by President Bill Clinton, CGI convenes global leaders to create and implement innovative solutions to the world's most pressing challenges. At CGI, Bryan oversees content, brand, and creative services - including social media, multimedia and new media. Prior to CGI, Bryan was the Program Manager at Students of the World, an Austin, TX based organization that empowers college students to create purpose-driven media.
John C. Havens is EVP, Strategy and Engagement at Yoxi.tv, an Agency that amplifies the work of our portfolio social entrepreneurs by partnering them with organizations for shared value media campaigns. He is also a contributing writer for Mashable and author of the book, Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build their Brand. (Wiley, 2008)
Previously, John was EVP, Social Media for Porter Novelli, where he provided senior strategic counsel for Gillette, HP, Merck, and Monster Worldwide among other clients as well as writing the Agency's global Digital strategy and training plans. Before joining Porter Novelli, John was VP, Business Development for BlogTalkRadio where he brought in/worked with WalMart, Ford, Pepsico, Allstate and Century21 and helped design the company's white label enterprise platform product. John led two of New York's largest "unconferences", coordinating over 15 volunteers to host events with over 2,000 attendees and 200 speakers while driving the majority of sponsorship contributions. He was also the first Guide to Podcasting at About.com, and a former professional actor in NYC for over 15 years.
He is a recognized thought leader in augmented reality, emerging and social media having spoken at SXSW, Web 2.0, the Business Development Institute, NYU, Stanford, NYU, Columbia and internationally in Stockholm, Munich, Madrid, Brussels, and Amsterdam. He has written for/been quoted by Mashable, Fast Company, PR Week, Advertising Age, INC Magazine, The Huffington Post, LeMonde, and iMedia. You can follow John's tweets at @johnchavens, and his posts on Yoxi's blog.
I'm a creative director at Resource Interactive - one of the country's preeminent digital marketing agencies.
I work in our consumer goods vertical leading the development of integrated marketing programs for DiGiorno, Purina Cat Chow, Lean Cuisine, California Pizza Kitchen, Quaker, Brown-Forman, Fancy Feast, and Silk.
It's a huge honor to be a panelist at this year's SXSW.
In the past three years, Matt Naylor has produced three Award-Winning Films. Building Hope and Crawford both premiered at SXSW, where Building Hope won the Lone Star Audience Award for Best Documentary. One Peace at a Time, which also took home Audience Awards during its festival run, was described by the Washington Post as being "as magical as it is informative." Most recently, Naylor wrote and directed What It's Like, which will premiere this year at SXSW.
On the brand side, Naylor has a long-standing relationship with the Clinton Global Initiative, with whom he has created dozens of pieces of media during their six years of existence. As a Co-Founder and Co-Creative Director at Flow Nonfiction, Matt has also concepted and directed pieces - from long-form documentary to :30s spots - for Tide, Downy, Texas Children's Hospital, and Microsoft's Bing brand among others. Matt received his undergraduate degree in Philosophy from Brown University. He serves as a guest film columnist for The Austinist.
Sally J. Daub has served as President and Chief Executive Officer since co-founding ViXS in 2001.
Under Ms. Daub's leadership ViXS has grown from a small semiconductor start-up to the leading provider of technologies at the heart of today's video revolution by designing and developing smart network multimedia processors that enable anywhere, anytime entertainment. Ms. Daub has consistently been recognized for her entrepreneurial and business expertise and talent, garnering numerous awards, including: Women's Executive Network: Canada's Most Powerful Women: Top 100; RBC Women of Influence, Trailblazer Category; and PROFIT Magazine.s Top 100 Women Entrepreneur.
An industry advocate, Ms. Daub plays an active role on ITAC (Information Technology Association of Canada) and GSA (Global Semiconductor Association).
Trained as a chemical engineer and lawyer, with degrees from University of Ottawa and Dalhousie respectively, Ms. Daub began her career as a patent attorney both at the law firm Smart & Biggar and Nortel Networks, where she specialized in IP licensing, strategy, development and management. Directly prior to joining ViXS, Ms. Daub served as Vice President & Chief Legal Counsel for ATI Technologies, a graphics chips supplier. Ms. Daub is also a registered patent agent in both Canada and the United States.