MIT's Henry Jenkins offers insight into consumer-driven support; then, panelists discuss the art and science of media planning.

Embracing consumer promotion of brands and the evolving nature of media planning were hot topics at Monday’s summit presentations.

Convergence Culture

Dr. Henry Jenkins III, DeFlorz professor of humanities and director of comparative media studies, Massachusetts Institute of Technology, presented examples of convergence culture, including illustrations of where old and new media collide, consumer comparisons and opportunities for brands to become participants.

Jenkins posed the questions: “What are the terms of consumer participation? How do we understand the relationship between consumers and brands?”

Citing a widely distributed photo of a customer dressed as a Star Wars storm trooper purchasing a storm trooper action figure at a Toys R Us, Jenkins noted that fans can often market brands better than the brands can. The photo, which was not posed by Star Wars executives but rather by a real fan, illustrated the type of consumer-generated exposure that brands should embrace. 

Jenkins also presented examples of fan communities to show how fast information flows. Global Frequency, a show developed by WB based on the popular comic book, became a hot download on bittorrent before the pilot even ran. WB decided not to move forward with the show, but having seen pirated versions, fans demanded that it be put it on air.

Global Frequency’s producer, John Rogers, welcomed the demand from internet fans and, as quoted by Jenkins, said he’d change the way he’ll do his next project and would put his pilot on the internet in a heartbeat. Meanwhile, WB executives shunned audience demand, upset by the copyright infringement.

Following the model of the Long Tail, Jenkins pointed out that the Global Frequency had an efficient grassroots following and therefore may have generated revenue streams via subscriptions. Instead of seeing economic opportunity, the network saw it as a threat.

Jenkins also covered prohibitionists-- brands that fight most consumer-generated support, while collaborationists welcome consumer involvement.

According to Jenkins, convergence occurs as a top-down process shaped by corporate decisions and a bottom-up process shaped by consumer participation. It is the interplay between old and new media, somewhere between an intersection and collision.
 
“Convergence may occur inside the black box, but it can also occur inside our heads,” said Jenkins. “Convergence is about complexity.” 

The fans themselves are creating universes surrounding the media. Jenkins cited a recent story by Nature Magazine, which compared Wikipedia to information from a published encyclopedia and found Wikipedia to be very comparable.

Jenkins also compared the old and new types of consumers. “If old consumers were predictable and stayed where you told them, then new consumers are migratory, showing a declining loyalty to networks or media,“ said Jenkins.

In this shifting environment, new consumers are more socially connected, noisy and public and resistant while taking media into their own hands.

Jenkins discussed research about "American Idol," whose audience is a loyal population and therefore much more valuable to advertisers. Studies show that nearly 50 percent of "American Idol’s" audience is a loyal group that watches the entire show, and as an added bonus, has strong brand recall.

Jenkins offered opportunities for marketers to rescue branded entertainment. His suggestions included developing emotional capital, as it is more profitable than policing intellectual property. He also delivered other pieces of advice, including: value loyal fans who are worth more than casual viewers; create cultural attractors and cultural activators by giving them some way to feel a part of what’s going on; build in opportunities for performance and participation by giving people things to do and opportunities for consumers to publicly express themselves; monitor the cultural petrie dishes; deploy fans as grassroots intermediaries, including bloggers and podcasters who have an increasingly important role; embrace the long tail, especially as consumers who were once considered surplus are now essential; recruit fans and embrace collaboration rather than prohibition.

When asked by a summit attendee where brands should draw the line to protect their identity, Jenkins responded that when you open yourself up, you have to count on the community to provide assistance. You have to minimize the number of times you react, so the fans will listen when you do have something to say.

Media Planning Panel

iMedia Connection Media Strategies Editor Jim Meskauskas led a panel discussion on the future of media planning. Panelists included Andrea DeCordova, director of sales and business development, KMR Group; Ayala Cohen, partner, strategic planning, Mediaedge:cia and Mary Carpenter, EVP, chief strategy officer, SMG’s GM Planworks.

The discussion included topics ranging from media planning in silos to automated processes to the future of planning.

Meskauskas began the discussion by asking panelists if media planning is an art trying to portray itself as a science, or something else entirely.

Carpenter responded that the industry has perpetuated an idea that media planning has to be an art OR a science. “That science informs the art has always been the case, especially now.” 

Cohen began by offering a new reference for media planning, suggesting that it be changed to “communications and planning” as the industry will hopefully involve a more holistic, 360-degree approach. She noted that the industry will restructure to take into account all the available channels. “We see that consumers are making choices about the content they want to receive and how they want to receive it. We have a mandate now about how the media is coming,” said Cohen.
 
DeCordova said her company, KMR Group, looks at traditional and new mediums, as well as word-of-mouth. She suggested that media planners need to have tools that provide both art and science.

Meskauskas asked panelists if media planning is an automated process. “A lot of it is automated. I do think there are parts of it that are on autopilot,” Carpenter said. “Not to say there’s not an art. For instance, Pontiac ads often include, ‘Google Pontiac’ in ads, telling consumers that they can see for themselves and find objective info.”
 
When asked if science is opening the way for the art of media planning, Cohen responded, “We have virtually every tool out on the market to analyze media. We draw insight and base insight on those tools.”

DeCordova pointed out that there is no substitution for investment in highly talented people and tools that provide accountability to weigh their tactics and strategies with planning as a central role.

“The science part of it enables us to provide a higher order of planning,” said Carpenter.

Looking at the past and future of media planning, Carpenter said, “The trend in the last ten years of media companies is consolidation, which is a necessity.”

Meskauskas asked the panelists if they are seeing integration happen.

“We can see that there are great changes in the way we publish, the way we do business,” said Carpenter. “Communications planning backs up into marketing and communications platforms to choose channels to best engage consumers. We can still be realistic about what’s doable and what are clients can execute.”
 
DeCordova continued. “Planning media in a silo is a thing of the past. Using a combination of media can be the most powerful tool to increase your reach and awareness.”
 
“Are you seeing the strengths of one media compensating for the others?” asked Meskauskas.

“A lot of the communications going on is because agencies are pushing the clients,” said Cohen.

Carpenter noted that integrated planning is not considered a futuristic idea anymore.

Meskauskas asked if there are rules on communication planning.

“Offer up opportunities that have benefits and can offer added value,” responded DeCordova. “Living in an interactive area, you can easily find consumers who are actively seeking information.”
 
Carpenter highlighted the need for improved skill sets within the digital side of media planning agencies. Media planners should change the way they think about the platforms to include important considerations, such as optimization. 

DeCordova added, “You need strategic processes, which means hiring a specific skill set.”

Additional resources:
View Dr. Jenkin’s presentation

Nanette Pietroforte is an editor with iMedia Connection.

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