Sport and the love of it - creates common bonds and conversation.

I particularly love this time of year as the NRL Finals heat up - every game seems to be a ripper and highly entertaining.

Unfortunately my Sharks are at the other end of the table this year - it's a "rebuild" we say.

I'm a typical mad Sharks fan - I think it's a bit of an escape from the daily pressures of modern life and in many ways brings people together.

There's something about not winning a premiership in 42 odd years of competition (who's counting) that builds a certain strength of character!  (LOL)

That "Sharks Forever" will and determination, of overcoming advertisty, of persistance, exists in every Shark.

That deep down sentiment shared with family, friends and fellow Sharks Supporters - a common bond - to win a Grand Final.

Last night we launched a CLIVEvideo as part of the new "Sharks Connect" Community Engagement program.  Below is the press release and check out the Sharks website for more information.

Personally, I'm very happy to have had a small part to play.

31/08/2009 FOR IMMEDIATE RELEASE

SHARKS ATTACK THE NET WITH VIDEO HOSTS

The Cronulla Sharks NRL club is luring a new breed of internet-savvy fan using an innovative web technology to deliver an engaging personalised welcome message from their website.

New CEO Richard Fisk and new Chairman Damian Irvine are leading the charge to turn the embattled Club around and the recent launch of the ‘Sharks Connect’ marketing initiative is a key part of their strategy to re-engage with their local community and supporter base.

"Sharks Connect is a very important initiative for the club,” Mr Fisk said. “We are extremely serious about re-engaging with the fans and in making them a big part of what we are doing here at the Sharks. By becoming involved with the Sharks Connect program fans will receive better communication and we can keep them abreast of everything going on at their club.”

The Sharks website (www.sharks.com.au) boasts a friendly new look, with internet visitors greeted by a videoed Mr Irvine walking across the home page to invite them to join up at Sharks Connect.

Long-term Sharks fan Scott Maxworthy has delivered the message through ‘CLIVE’ (short for Customer’s Live Internet Video Experience), a revolutionary transparent video layer that delivers an instant, interactive web video experience (www.clivevideo.com.au ).

“These days, you’ve got just 12 seconds to grab someone’s attention on the web,” says Mr Maxworthy, who heads local firm Max Media and Entertainment.

“CLIVE is easily installed on existing websites, using just one line of code, and loads instantly as it’s streamed from our high-end servers. The real effectiveness lies in the immediacy of the professionally scripted and shot video message.”

Internet Advertising researchers Dynamic Logic recently released results from surveys covering three years that show strong impact from Rich Media with Video content, with ads using video creating stronger brand influence than those using any other media format.

With most web pundits predicting video is the future of the web, the launch of their CLIVE video initiative puts the new-look Sharks well ahead of the game.

Further information:

Scott Maxworthy, CEO, Max Media and Entertainment

0414 792 072 This e-mail address is being protected from spambots. You need JavaScript enabled to view it www.maxys.com.au

Quality vs Quantity

What is better, a website that converts 1% of 100 visitors or 10% of 10?

Our recent CLIVE ALIVE (see video above) event discussed "Creative Differentiation"

I've never heard of Quantity Service!

Is marketing just a numbers game or is it the quality of your visitors and customers that matters most?

At the recent Online Retailers Conference in Sydney I was amused at the disproportionate number of exhibitors promoting Search Engine Optiminisation (SEO). SEO is essential (it helps to qualify your web visitors) but it's only one small part of online marketing and customer engagement.

The influence of mass media advertising is descreasing - we are increasing influenced by online word of mouth testimonial.

12.5 seconds

The most critical element of a new visitor to your website is the first 12.5 seconds - it's in these first few moments that a new visitor makes a decision whether to stay or go.

What's your web visitor experience like? Did your website engage? Did it build trust?

What's your ratio of visitors to customers look like? Is it increasing or decreasing?

For the record the average across most retail sites is 1% - wow 99% of website visitors don't engage!

How well do you know your visitors and online customers?

I was very impressed with Core Metrics whole of customer cycle management system at the show.

How can you easily increase online customer engagement?

A recent US Report on online advertising effectiveness showed that rich media with video significantly increased website results.

But a warning, not all rich media video is the same

A Few Tips on Rich Media with Video

• Users appreciate quality content and production. For professional results use professionals - it's not about the technology it's about the communication.
• Content must be relevant to the viewer. There's no point running a video for red meat on a vegitarian recipe page (unless you're out the convert buyer behaviour).
• User control is important - allow users to quickly close or mute.
• Cookie control functionality so your visitor is not getting the same message every time. Better still create a series of sequenced messages that create a conversation with your returning visitors and customers.
• No buffering - No one want to wait five seconds or more for a website video to load and play. Rich Media video must be fast.
• Keep your message real and to the point. Your in your viewers very personal space (less than a metre), value their time and eyeballs. Make your message sharp and to the point.
• Entertain to inform (if required use professional presenters)

Professional Rich Media Video will dramatically increase your visitor to sales ratios.

For more information on creating effective Rich Media video please give us a call on 61 2 8005 8072

About the Event

It is forecast over 90% of future Internet traffic will be video - covering everything from entertainment and advertising to health and education.

Australians now spend more time online than watching television and as we know media is increasingly fragmented. Today customer attention is scarce - you have an average 12.5 seconds on a website to capture attention and generate a call to action.

This group discusses developing effective digital media communications - from clients all the way to vendor solutions.

Each month commencing at 5PM sharp and running for an hour we'll hold an informative but social meetup group bringing together a wide mix of people covering film and video professionals; actors, presenters, sales, advertising and marketing people, Internet technologists, investors and clients.

Each month we'll have short presentations/ interview followed by short Q&A, drinks and offline social networking.
This month

We've all suffered "death by Powerpoint".
This months CLIVE-ALIVE event will focus on "effective online communication" and creating engaging content.

Our special guest speakers this month will be -

* Rose Fulete, National Advertising Sales Manager, CMPMedica (www.mydr.com.au)
* Scott Maxworthy, CEO Max Media and Entertainment & Chris Schwager, Creative Director RidgeFilms
* Jo Wilton - Professional Presenter
* Andrew Brain, General Manager, Virtual Communications - a clients perspective

CLIVE ALIVE MEETUP

Funny how sometimes ideas come together so quickly it's like it was just meant to happen, one element the piece that makes the puzzle come together.

We had Gerry Gannon, one of Australia's leading MC's in the studio the other day and the conversation over lunch moved to CLIVE marketing strategy - how we are going to develop demonstrations around vertical market applications and start holding events.

Less than ten minutes later we had a video focused on event registrations.

Event Management 101

Event management is considered one of the strategic marketing and communication tools by companies of all sizes.

From product launches to press conferences, companies create promotional events to help them communicate with clients and potential clients

BUT getting people to know about your event and register can be hard work.  Customer Attention is scarce.  You need to create something that they must attend - that's in their interest.  That your audience leaves with something special and then tells their friends.  In a lot of ways it's no different than a band, a film or any other product.

This article(s) are my personal notes in putting together our first CLIVE ALIVE event and the process we go through.

Intro/ Background

On the 29th July our CLIVE will be one year old - that's given us time to get familiar the latest edition to the family - from a strategy point of view it's now time to go offline and get face to face.

Purpose

Bring together a mix of film and video, technology, media people around our solutions and case studies - create social interaction and foundation for Australian Internet Video Production.

The idea here is that people who come to events are

1. Interested and
2. Likely to talk and share their experience

Putting an event together

Any event is essentially a combination of project management and creative concepts. Elements to consider.

• Purpose of event?
• Target Audience - number, reaching, engaging, registering, servicing.
• Format - date, time, style (theater, boardroom etc)
• Speakers
• Venue
• Logistics
• Marketing - target engagement, registrations.

Purpose

From a business strategy and time management point of view it makes sense to try and talk to effectively to 20 or more people at once then many 1:1's.

Prior we'd experimented with just developing videos online BUT that only goes so far. The fact is people buy from people and everything is about trust and building relationships.

Also, it's socially important to get out from behind our computer screens.

Target Audience

Film, television, media, advertising, marketing, corporates, technologists.

Content

I already know our subject matter "Internet Video" is a hot topic. Most important, what does the audience leave with? The call to action, the message.

Speakers

The first gig I'd like to get Chris in to talk from a Video Directors creative perspective and Nathan in from a client results. I'd like to add one other senior presenter to take a helicopter view and offer their perspective

We have a wide network of potential guests in the pipeline. I love to get Naomi Simson, Trevor Sykes, Holly Kramer, Len Rust, Paul Budde, Iggy Pintado and others to hear their experience of digital media convergence.

Chris to get his film mates, Martin to talk about the Red camera, Hugh, etc the list of potential speakers is endless.

Other elements

One of the key pieces I'm going to use is the number "5" - "CLIVE, ALIVE, FIVE" through everything we do - 5PM, 5 minute presentations, 5th day etc. People remember patterns.

Timing - after work before dinner- 5PM (for 5.30PM) - 7PM

The Format - theatre and network layout. People are time poor, adopt the same process we're using with all our communications, short and sharp, from the broad down to specific (inverted pyramid). Tight time schedule. Intro, 5 min presentation, 5 min Q&A, next guest. 6.00/6.30 Netowrk, 7.00 End.

From a continuity point of view make it once a month, either the 5th Day or the 1st Tuesday.

Venue - the City is most important etc - I search the web, Twitter a question, Nathan suggests NSW DSRD (Event the previous night) - I've presented their before - great location and facilities. In terms of overall strategy could benefit - build government support. My good event management mate Monique suggests a new night club she's doing the marketing for - will look at that for next time - locations can change.

Marketing the event

Usual approach is to target audience by using the news media, hoping to generate media coverage which will reach thousands or millions of people. Also invite their audience to their events and reach them at the actual event.

For our marketing - the check list

• Create the event details online
• Create this web blog (search engine optimised)
• Develop database of potential partners, influencers, clients
• Prepare a press release and distribute through online PR and other online distribution.
• Promote through Twitter through Facebook.
• Email marketing to existing subscriber database.

Til later.