Will you accept this content ecosystem?

The ever-unfolding storyline of THe Bachelor Universe 

The Bachelor it isn't just a TV guilty pleasure, it is a thriving content ecosystem that many brands and marketers would admire. Its content universe has a PERPETUALLY UNFOLDING STORYLINE driven by ACTION, ASSETS and MICRO-STORY STREAMS that are both Produced/Owned and Earned.

POST-SHOW ACTION: ADDITIONAL PROGRAMMING THAT FACILITATES PROCESSING OF SHOW EVENTS.

Close to the end of a season there are two major specials. The Wo/Men Tell All gives the cast (sans the final two contestants) a chance to come back and discuss season highlights – conflicts, scandals, bloopers. It also gives any member who was "blindsided" (i.e. let go at when they thought that the relationship was progressing and that they would therefore be asked to continue on the "journey") a chance to confront the Bachelor/ette and get some needed closure (or more media mileage).

After The Final Rose allows America to come back to the final two contestants and the Bachelore/ette and discuss how the final decision was made. It is also a chance for host Chris Harrison to press the happy couple for wedding details, or in some cases, repeatedly remind them that both their families and a priest are on set in case they want to get married on the spot. Most of the time, the next Bachelor/ette is also announced, teasing Bachelor Nation before the next season begins.

In both specials there is a live studio audience that is shown reacting to the interviews. In some cases the story even continues on After The Final Rose, such as when Bachelor Jason revealed that he had broken up with the winner Melissa because he still had feelings for runner-up Molly. (He and Molly got married on a wedding special and are still together.)

Other reality shows sometimes have an all-cast reunion after the finale, but none of them milk the drama the way The Bachelor does, with additional programming dedicated to processing highlights and conflict. The specials are considered a part of the narrative and also feed the media and coverage cycles.

MINGLING ASSETS: CROSS-POLLINATION OF CAST MEMBERS ACROSS SEASONS.

When the franchise was launched, Bachelors seemed to be selected based on a level of professional success – they owned companies, or were doctors, actors, athletes. The Bachelorette was launched as a series for unsuccessful The Bachelor contestants to get a “second chance at love”. This trend has continued with more recent seasons’ unsuccessful contenders becoming the lead Bachelor/ettes. (e.g. Sean rejects Des who becomes the Bachelorette and rejects Juan Pablo who becomes the Bachelor and rejects Andi who becomes the Bachelorette and rejects Nick (hold that thought) and rejects Chris who becomes the Bachelor and rejects Kaitlyn who rejects Nick (yes, hold that thought) and rejects Ben who becomes the Bachelor who rejects Jojo, and then Nick becomes the Bachelor, who we already know will not end up with Rachel who has been announced as the next Bachelorette)

Bachelor in Paradise premiered in 2014, a summer getaway for previous contestants to get an nth chance at love. Bachelor Nation gets yet another installment of the show and drama continues as villains and fan favorites of various seasons mix and mingle as they try to stay in paradise by finding partners every week. The franchise storyline is sustained, and in Nick's case, even weaves back in to the lead show.

Nick Viall is (the only?) one contestant who has swum in all three Bachelor franchise lanes. As mentioned above he was on both Andi and Kaitlyn’s seasons. In both he was portrayed as a villain, and fans were shocked at how far he made it and then celebrated when, both times, he was rejected at the very end. Yet when he made an appearance on Paradise last year, he embodied a different persona. Sage to the ladies, still a significant part of the drama while remaining frank and honest, he suddenly seemed to be appealing and mature. And despite several fan favorites from the previous Bachelorette’s rejected roster who were rumored to be getting the next lead role, Nick was selected as the Bachelor.

The Chicago One of reality television, it is now part of the Bachelor universe for contestants/assets to move fluidly among shows thus carrying over the captive audience from one program to the next, all throughout the year.

MICRO-STORY STREAMS: CONTESTANTS' PERSONAL SOCIAL MEDIA.

Sure, most long-running reality programs now have staples of all stars (previous contestants). However the Bachelor franchise adds over fifty people to their roster every year (through one season each of Bachelor and Bachelorette contestants), many of whom run social media accounts that make the Bachelor-enabled lifestyle seem more aspirational.

Those who make it past a certain point in the show become micro-celebrities. They mingle with their cliques from the show, and then reveal on Twitter and Instagram who they are becoming friends with from other seasons. Going on the show seems to provide access to a new social club, and proof of bona fide membership is published on contestants’ feeds. They hang out together in between seasons (LA, New York and Nashville seem to be the main hubs), and make guest appearances in each other’s blogs, feeds and videos.

Social activity becomes a new lens for fans and media to view contestants and see whether or not they were portrayed fairly on the show. Fans sometimes discover that season villains (those disliked the most by others "in the house") are actually well-liked and maintain friendships with others from their season. Many have become influencers, endorsing retail and lifestyle products. Several start their own businesses or promote their professional, charitable or artistic endeavors.

This social activity adds fuel to the show’s word-of-mouth. During the season fans and media watch contestants’ interactions on social to get clues about season spoilers. Podcasts and recaps often refer to contestants’ tweets or photos to add dimension to season events.

***

Post-Action, Assets and Social Micro-Story Streams have made the Bachelor content universe a truly interesting media study. I wonder how media studies pros will ever be able to take stock of the always-growing expanse of content, from produced and owned, to social and earned. What the show has done brilliantly is to unleash several ongoing narrative-development engines that keep the storyline perpetually evolving, and all of us, highly committed.

Honest bucks

As publishers find new means of diversifying revenue streams, there could be room for a consolidation model that serves both publishers and consumers. 


My ad agency self and consumer self sometimes clash, oddly enough frequently about advertising. At work I subject myself to all the ads that Facebook, The Straits Times, Rappler, etc. want to throw at me, but at home I'm all about ad blocking. A few sites have now told me that I have to enable cookies to use their properties which really bugs me (consumer self), and only if I really want to see the content do I turn my ad blocker off. But my agency self, and begrudgingly even a little bit of my consumer self, understands the business side of things and how the publishers need to keep the lights on to keep producing the content I love to read.

Recently I clicked an Entertainment Weekly link. When I got to the site, which I visit frequently, a pop-up informed me that I had reached my free article limit for the month. I considered paying because I visit regularly, and the pricing seemed reasonable. What ultimately stopped me was the larger implication of potentially having to move into a paid model for more and more of the sites I frequently visit.

Because, first of all, isn’t the internet supposed to be free? (Consumer self.) But if publishers all have their way, am I going to have to enter into subscriptions with several of them, which might seem affordable on their own, but will add up overall? Not only is that going to potentially end up quite expensive, but it will be tough to keep track of.


Existing Monetization Models

There are a couple of monetization methods that exist at present. (The list below skips a few ad streams such as affiliate marketing, native advertising, etc.; wanted to keep the list topline. This is also covering larger content publishers and not bloggers.)

(1) Direct Subscriptions:
Consumers pay the publisher a fee to access content. Payment for access + experience.
/ Ads: None
/ Payment required: Yes
/ Content access: Unlimited
/ e.g. Netflix

(2) Freemium, no ads upon payment 
Consumers can access an initial batch of content, but must pay a fee to upgrade usage.
/ Ads: Eliminated when users move to the paid model
/ Payment required: None initially, but option to pay for extra features or no ads
/ Content access: Unlimited access upon payment
/ e.g. Spotify

(3) Freemium, ads remain even with payment
Consumers can access an initial batch of content, but must pay a fee to upgrade usage
/ Ads: Present all throughout
/ Payment required: None initially, but option to pay for extra features and/or no ads
/ Content access: Unlimited access upon payment
/ e.g. Hulu, New York Times 

On Freemium models with ads: Once a user is paying for access, will they still want to see ads? This seems like a double-charge, once for access and again for agreeing to ad exposure. When you compare it to traditional newspapers or magazines, you are also in effect charged twice, but on digital it somehow doesn’t seem to make as much sense. I signed up for Hulu then agreed to pay for the premium tier only to be served with ads throughout the shows. That was a real deal breaker and eventually led me to cancel my subscription.

 (4) Ad Supported
Content is free, Ads abound
/ Ads: Present all throughout
/ Payment required: None initially, but option to pay for extra features or no ads
/ Content access: Unlimited access upon payment
/ e.g. Buzzfeed, Pop Sugar, almost everyone else. 


The new cable?

Consortium models, like cable networks, may be the next step for publishers. There could be the equivalent of TV cable companies that charge just one fee for a whole range of channels. Digital publishers could enter into these consolidated arrangements, in order to make it easier for consumers to pay. This might even create new opportunities to offer new trial channels or sites that could be charged for later on. Publishers would still be able to choose to eliminate or keep advertisements on their sites, as they do currently.

I don't know how many publishers would sacrifice their independent revenue generation, but it might be easier for users to comprehend and manage because at the end of the day the consumer should win out.


Can we all just get along?

I can understand both sides of the argument. Consumers don't want to pay, don't want to be intruded on or tracked. Publishers need to keep the lights on. Advertisers are happy to pay for eyeballs. In our former media ecosystsem everyone knew the rules of engagement - ads were a part of any content experience.

Two parting thoughts.

First - Go native? Monocle is a publisher I support. They oversee the entire reader experience, even the ads. To be included in their publication advertisers must allow Monocle to shape their promotional material. It's the very best native advertising. Consumers may complain that native ads aren't obvious enough about, but when materials are obviously intrusive and flashy, they also lead viewers to bring out the ad blockers. Native content is of course costly on the advertiser front - can they really afford to craft a unique set of advertising material for each publisher? But maybe that's the digital evolution that is supposed to happen. Save the buys for consumers who are in-market and for any awareness efforts, craft along with publishers. (Cue: Post on new media planning.)

Second - Is it realistic to think that the media evolution is that we transpose our exact existing model into the new digital? This is what we're trying to do, after all. Ads existed above-the-line so they must exist in slightly enhanced versions online. Ads are capsules of promotional material; yes, we're now doing content as well, but ads themselves must still exist to fuel the entire content and marketing ecosystem.

Perhaps the new disruption is a world where ads no longer exist and an entirely newer, more subtle and useful form or marketing will prevail. Wishful thinking.

Mobile Philippines: 2014 Update

Last Five Years: Re-examining mobile penetration and marketing 

Mobile is one of the most exciting digital arenas. I first wrote about Philippine mobile adoption in 2010. I spent a good chunk of 2010 in New York and mobile was the biggest buzzword. Everyone seemed to be asking, What's your mobile strategy? You end up comparing the digital trends in developed markets with our own situation. Everybody here seemed to be buzzing about the "killer app", but it didn't come, at least not from a local brand. Even for some of the clients I worked with who were ready to forge ahead with mobile, it was tough to strategize given the market gaps. New technology was mostly available on smartphones, which for a long time was Apple-dominated and limited to higher-income brackets and which excluded lower-income segments still on legacy phones. Despite our established mobile penetration, it has taken awhile to see significant numbers in smartphone penetration.

This year seems to be a tipping point. Digital and marketing experts are now asking local brands to ensure that their mobile strategy in place. We have some encouraging numbers – 15% smartphone penetration, still much lower compared to our Southeast Asian counterparts, but this is expected to surge to 50% in 2015.

In recent years we've seen stronger Pinoy adoption of global digital trends.

Major Developments
In 2010 I identified three key areas that were barriers to mobile adoption in the Philippines. Major developments in these areas have driven local penetration and usage.

Hardware: The Android OS accelerated the launch of local phone manufacturers and lowered phone price for lower-income segments, driving smart- and feature phone penetration. MyPhone, Cherry Mobile and Star Mobile have spurred smartphone growth with handsets priced in the USD 50 – 250 range. Even these lower-priced phones have cameras and can access the web, and through Android have access to the Play Store for apps. Android is the most popular operating system, with 91% of Philippine smartphones running on it. (Pinaroc, 2013)

Connectivity: Telcos have done their part! They've been offering data plans and products for prepaid users - such as standalone mobile browsing offers and social networking access bundled with Unli products - to make it easier to go online.

 

         

     

The next hurdle: Speed and reliability is still a big issue, however. Many Filipinos are not satisfied with their internet speeds on PC, let alone on mobile. This is definitely a gap area that needs to be addressed.


Content: With access to the Apple App store or the Google Play store, users now have so many apps to choose from. "32% of smartphone owners download six or more apps per month." (OnDevice, 2014) Social media sites Facebook, Twitter, YouTube, Instagram, what I would guess are the most popular mobile apps in the country, all have mobile interfaces. Games remain to be the most popular type of app download, and music streaming services like Spotify or local Spinnr have become extremely popular.

The next opportunity: Locally-created, locally-contextualized apps and social/mobile content. We're using a lot of global social networks and apps but when will we find our clear voice in software content?

You're Up, Marketing!

There seem to be different grades of mobile strategy adoption. The most aggressive I've seen locally has probably been ABSCBN Mobile - an entirely new convergent product segment built with a bet on mobile and content.

Marketers certainly have more toys to play with now, depending on what is optimal for their digital strategy: Mobile Ads, Apps for Enterprise-level (e.g. pizza delivery), Apps for campaigns, Mobile content (e.g. Spotify for Coke or Spinnr for Smart), Mobile Commerce. On a more basic level much of the content developed for Twitter, Facebook and especially Instagram are accessible on mobile and can/should be considered part of a mobile strategy.

Local brands may not have maximized mobile yet, but it's encouraging that penetration is growing. The exact areas I identified in 2010 as barriers to mobile adoption have all been at least partially addressed. The landscape is ripe for innovation.

Sources:
http://www.zdnet.com/the-philippines-continues-to-embrace-android-7000024072/
http://www.slideshare.net/OnDevice/philippines-mobile-internet-trends 

seo your face

Am taking a class on SEO (search engine optimization). We've gone through the ins and outs of the biggest components of Google's search algorithm. Nobody knows exactly what goes into Google's "secret sauce", but there are some key rules, which I won't go through in detail (but which you can check out here).

In essence you need to figure out a few terms that you want your site to be associated with via search. The bigger your site, the more terms you can target. But you need to "tag" both content and HTML with those words, so that Google gets a good idea of what your site is about. (It obviously isn't this simple but am choosing this to segue to my main point!)

It makes sense to focus your website or blog content, just like you would do for any publication, film, radio or TV show. But going through the rules made me uncomfortable. SEO includes a good level of "stuffing" your content with your keywords. Which means that if you want your site to come out in a search for "travel deal", you would need to work that phrase into as much of your content as possible, without turning Google off by your persistence in wanting to be found for "travel deal" (that's "travel deal" by the way, not "travel dealS"; plurality apparently makes a difference!). That makes a lot of sense. It's a balancing act. Leave them wanting more? Nobody wants the cow when they can get the milk for free?

Coincidentally, my first SEO class was held just days after the 140 Conference, where @1000timesyes guy talked a lot about the detrimental effects of Google ranking and SEO on good writing - "Good writing dies at the hand of search engine optimization."

I know I need to focus my content somehow, but how about finding my own voice? How about writing about topics that make me feel something, instead of writing about "onsite computer repair", if that is my targeted key term? How about inspiration and chance and maybe even touching someone with something that doesn't make any sense except to you and that other person in the world?

Alas we need to play by the rules, Google's rules. Because search, is reality.

me to pete cashmore?

content via manmercial

Have been trying to shift mindsets at work from "promo" to "content". I know that should be a cardinal rule but you'd be surprised how easy it is to forget content, brand utlitity or content strategy once a digital project gets bogged down by deadlines, timelines, "usability"...

Was reminded of that by the Manmercials by Old Spice.

Most have decent video view counts, but "The Man Your Man Could Smell Like" is the most popular one!


From the ad agency, Wieden+Kennedy: "We're not saying this body wash will make your man smell into a romantic millionaire jet fighter pilot, but we are insinuating it." Ahhh. Thanks for clearing that up. Props also on a highly product-focused ad that is equally entertaining. Both clear and clever!

The agency is receiving props for skipping a multi-million dollar spot during the Superbowl and going viral instead. With almost three million views in just over three weeks, they must have overshot KPI's by a million percent. Nice.

Philippine website data by Alexa

I check Alexa every so often to check out the site trends in the country. Hadn't checked in a few months but found a few things interesting:

- Facebook has reached the "mass"es. While Yahoo!, Friendster, Google and YouTube have been in the top five for quite some time, there is a new site at #5: Facebook! Wonder how this corresponds to the present number of Filipino users on Facebook... since I heard last year that there were fewer than 1M people on the network.

We can also get a few clues about our most popular online activities:

- Search: Yahoo (#1), Google.com.ph (#3) - Though not sure if these rankings include Mail, Answer, Docs, etc pages.

- Social networking: Friendster (#2), Facebook (#5) and Multiply (#7), Tagged (#15).

- Media sharing / viewing: YouTube (#4), Imeem (#17 - though I guess this counts as a social networking site as well!)

- Blogging / Blog reading: Blogger (#8), Wordpress (#13)

- Photo sharing / viewing: Although Photobucket (#12) is apparently more popular than Flickr (#18)

- Do targeted web banners work? Travian.ph (which seems like some kind of MMORPG) is #14 today. I see the Travian banner ads on so many video streaming sites like Surfthechannel and Yidio, but I've never clicked. Interestingly enough, the messaging is always properly targeted and written in Tagalog! Maybe that strategy is working.

- Microblogging is on the rise. Twitter now #27 & Plurk at #54.

- Local sites in the Top100: Inquirer is still the highest ranked (#37), followed by Philstar & (#57), PEP (#61), GMA (#63), PEX (#65), Smart (#78) >> We are still interested in the news and gossip but apparently we are now interested in telecom info as well.

- Hardcore gaming sites seem to have declined... Levelupgames (#40), Garena (#60), Egames (#70), while casual games seem to be more popular - Y8 (#8), Zynga (#34).

- New search engines. Some people are using Bing (#48) and some people are stalking using Spock (#64)!

- What other content are we looking for? Onemanga (#19), Friendster-layouts (#23), MP3codes (#58), deviantART (#66), Reference (#68), MetroLyrics (#92)

This must of course be taken with a grain of salt, since Alexa can only generate data from users who have downloaded their toolbar.