It’s Academy Award season, so we’re going to talk movies and entertainment with Jennifer Sargent, CEO of Hitfix.com.
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Ah, the movie season. It’s been a good one, filled with blockbusters, dramas, and a controversy surrounding the producers of “The Hurt Locker.” I recorded a podcast on March 2 with entrepreneur Jennifer Sargent, and we discuss everything from the favorites for who will be thanking the academy, to how different industries approach piracy.
Topics covered:
Describe your unique path from Electrical Engineering student to the CEO of a cool entertainment company.
Jennifer explains that she wanted a more social career than being stuck in a room as an EE looking at microprocessors, so her path led her to investment banking, focusing on the intersection of media and technology. She later went to Doubleclick to learn about monetizing online brands, but wanted to start her own company.
Like any good entrepreneur, she focused on how she could use her skill set to work on something she was passionate about. After Harvard Business School, she worked at the parent company of Variety, growing the traffic on entertainment sites, and loved the combination of entertainment and technology.
She founded Hitfix in December 2008 to bridge the gap between gossip sites (like TMZ) and trade publications (like Variety).
In a crowded entertainment area online, what does Hitfix do to distinguish itself?
Two tracks
1. Team of proven journalists that break news about TV, Music, and Movie coverage (insider scoop without the gossip)
2. Event forecast calendar technology (location-based tool that lets users discover new events, set reminders, download to calendars, and sync news with events)
Example: The Spiderman franchise reboot. First they break the news: Tobey Maguire is out, shakeup of the storyline. Then, the event: Release date is no longer September 2010, instead, 2012. The action: Set your calendar!
What is a typical day and challenges of a CEO charged with pushing the business forward?
Professional: Drive traffic, stay nimble, accelerate growth, integrate with social media and partner sites
Personal: Find the time to see all these shows and events
What is the best method for marketing a site like Hitfix?
A large percentage of traffic is referring sites, so breaking news leads to people coming to the site. Insider scoops on Facebook and Twitter help as well.
Does a great pair of earbud headphones for the iPhone exist? I sure haven’t found one, but lets find out.
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“Whoa it just got so freaking loud, are you in a wind tunnel?”
“I’m sorry, I just caught about every third word that you just said.”
“What? Can you repeat that last part? Your father is kissing a lizard?”
“Hello? Hello? I think I lost you.”
“Oh my gosh your phone is the worst thing ever I hate your damn phone it is HORRIBLE and I hate you and your damn phone please don’t ever call me again with that stupid phone.”
I don’t know about you, but those are just 5 of the types of things people say to me as the owner of an iPhone. By the way, the reference of “Your father is kissing a lizard” came from the sitcom Good Times, when they were on the phone and mishearing things, and then they figured out - and were devastated - when they realized the other person was saying “You father is stuck in a blizzard.” That’s right, I just made a Jimmy Walker joke. Dynomite.
The podcast and blog this week is being done to accomplish three things, as we set out to find best earbud headphones for the iPhone.
1) On the personal side, after 2 years the right earbud on my iPhone 3G headset stopped working, so I need to replace them, hopefully with a model that cuts down the complaints above.
It’s the dead of winter here, so to brighten things up we’re going to talk to the co-founder of Sunshine Suites, a unique office space for entrepreneurs.
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I’ve got a great interview today, a person that I was connected to through Gary Vaynerchuk on Twitter.
His name is Cheni Yerushalmi, he’s the co-founder of a business called Sunshine Suites, and you should download the podcast just to hear me mispronounce his name (I think I was a little better by the time I signed off).
For most people across the country, we’re trapped in bland cubicles like worker bees for 8 hours a day, with many of us aspiring to be entrepreneurs so we can launch the proverbial startup from our garage.
But I think this company has found a great middle ground, giving ambitious new companies a unique place to work and grow their business.
In the interview we cover topics such as:
- Getting started
Like many business ventures, the idea for Sunshine Suites was born out of frustration. Cheni and his best friend/co-founder couldn’t understand why it was so difficult for small businesses to get cool, low-cost office space in Manhattan. So they did something about it.
Ah, Super Bowl Sunday. The day every football player aspires to. How do players get their start? The NFL Draft. The last player picked, after more than 200-250 people have been selected, has been given the name “Mr. Irrelevant.” Don’t laugh — Marty Moore was picked by the Patriots dead last in 1994, and went on to play in the 1996 Super Bowl.
Ah, Super Bowl Sunday commercials. The day every marketing person aspires to. To have their ads seen by millions. And there should only be one goal. To make your ad relevant.
But when it came to relevance, how did so many spots miss the point?
Here are 10 Super Bowl commercials that were completely irrelevant (and 6 that weren’t).
For the FULL RANT, download the podcast from iTunes, or play it below:
1. Hyundai
You’re comparing the paint quality vs. a Mercedes??? When thinking about buying a car, people think about comfort, safety, horsepower, styling, resale value, cost, fuel economy… should I keep going? Where on the list is paint quality? I think this selling point is pretty irrelevant.
2. Doritos
Some funny commercials in there, but where does the URL at the end of the spot send people? www.SnackStrongProductions.com
If you’re visiting The Hopkinson Report for the first time and heard about me from the “I Wear Your Shirt” guys promoting me on 2/6, welcome!
Quick intro: I live in New York City, run Wired’s online marketing and social media, and also contribute to Wired’s Epicenter blog.
My blog/podcast covers the latest marketing trends with a fun, energetic, pop-culture twist. If it’s your first time hearing about it, may I suggest checking out some popular posts:
So the much-ballyhooed Apple iPad was announced on January 27. What do I think?
Well, I reveled in all the hype, blocking off my lunchtime calendar and jumping between 5 different live-streaming tabs on my browser.
And first off, you DO have to give Apple credit for the hype. Love them or hate them, just think about the sheer number of people talking about this product, and the entire industry of bloggers, writers, reporters, photographers, and so on that exist just to speculate and cover this stuff. I can’t think of another company off-hand that creates another sub-industry just to cover it (other than “Hollywood” or “Wall Street”).
However, with this hype, you live by the crowd and die by the crowd. And right now, the crowd is turning on Apple. My take is that the device is certainly not as good as everyone had dreamed it would be (how could it?), but c’mon people… let’s at least HOLD the thing and try it before passing judgment. Perhaps there will be a double reverse backlash where it now becomes cool to say that it IS the new device to have.
In the podcast I dive into why it could be compelling, and the 5 types of people that would use it.
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I think the most compelling features could be:
- Super light 1.5 lbs
- Instant-on like an iPhone
- The potential as an eBook reader (which I don’t think has been discussed enough)
So who are the 5 people that will use the iPad?:
1) Professional geeks, early adopters, unwavering Apple fanboys
I am a professional geek. That’s what I do. I love gadgets. I don’t always get the first version of every new thing, but I like to keep on top of it for sure. I will strongly consider getting it once the hype dies down and I see it, and maybe I can unload my barely-used netbook on someone.
So will early adopters flock to it? I’m not sure. It’s never good to question the unwavering passion of some of the Apple fanboys, but perhaps Steve Jobs and Co have a Macbook Air on their hands. It was very cool, incredibly designed, and you’d think that it would be something an early adopter would love. But I haven’t seen many bloggers pulling one out of a manila envelope.
2) Travelers
We’re venturing into netbook territory, and it’s hard for me to defend what the iPad can do over a light, small, fully-equipped computer. But I HATE bringing out my laptop on a flight. At least with my work-assigned computer, it’s too big, I hate the whole boot up and log in, and the battery life barely makes it halfway across the country.
I’d much rather keep it in my bag and watch a movie or read. Aha… that’s the advantage of the iPad. You can do all that – watch 10 hours of movies (allegedly), listen to your music or podcasts, read an eBook, or easily browse your photos. And… you can simply slide it into the seatback when you get up from your window seat and have to crawl over people, or want to set it aside when you get your inflight meal.
3) Couch surfers
Here’s the scene… you own a desktop, not laptop. It’s in another room. Or you have a laptop, but it gets too hot, and too heavy on your lap while watching TV. The iPhone is just a bit too small for effective web surfing. The solution is that the iPad is sitting on the coffee table while watching TV.
Picture the scene at a Super Bowl party. You’re watching the game, focused on the big screen. Whoa, that crazy commercial just told you to go to GoDaddy or Pepsi or you want to check a stat. No bringing out the laptop and clearing away a pile of nachos and beers, just pass around the iPad.
Or if you’re on the couch and have an idea, you can just pick it up, turn it on instantly, fire off an email, jot some notes down, and put something on the calendar. (OK, I know I know… you can do this with a laptop or your iPhone too… I’m trying here!)
4) Thieves
On 1/27 the iPad was announced. That same day, I’m sure developers were getting together to tailor their apps, publishers were meeting to figure out content, and video game management teams were having breakout sessions.
But what about the ICSE? The International Cartel of Stolen Electronics? OK, I made that up, but did you know that 10,000 laptops are stolen per week at airports? And according to a Forbes story in 2008:
- Cell phone thefts were up 33% from 2006 to 2008
- Digital camera thefts were up 25% over 3 years
- iPod thefts were up 91%
- A 2007 study showed iPod robberies bumped up overall crime rates in some major U.S. cities
- Stolen iPods accounted for 4% of all robberies in Washington, D.C., in 2007.
So if I was ICSE president, I’d say it’s the best news since white headphones. While you can’t just stick it in your pocket and take off like a phone, at less than 2 pounds it’s not like the old days when you had to steal a 200 lb Sony Wega TV.
5) 3P: Portfolio Presentation Professionals
OK, another made up term, 3P. I think the iPad would be amazing anywhere a professional person with a portfolio has to meet with clients. For example:
- Fashion Designers
- Architect or engineer
- Illustrator / Comic Books
- Artist
- Photographer
- Real Estate Agent
- 1:1 Salesperson
- Interviewees
Imagine you’re an artist trying to sell high-end paintings to a gallery. How impressive would it be to pull out this small device and just swipe your way through your best work?
Or what about being a wedding photographer and sitting down with a couple on their couch to show them your best shots?
Or you’re a real estate agent… out in the field, running around, showing people photos, layouts, and floor plans. Maybe it’s to people not used to using a computer that much. Swipe. Here’s the master bedroom. Swipe. Here the map that shows the nearest schools. Swipe. Add those people at the open house to your contact list.
And lastly, what about on an interview? I’ll tell you I’d be impressed if you took out an iPad and said can I just show you a few of my projects?
As for the Apple iPad’s prospects with me… it may not have the job yet, but it’s definitely going to get an interview.
Hey everyone, I recorded my podcast on a Sunday morning, having just got back from a run. If you’ re a long-time listener, you know I’m a big fan of running, and I’ve said many times that I have never gone on a run when trying to figure out a podcast topic and NOT come back with a clear head, tons of ideas, and boundless energy.
I’m going to talk about the gear I use, the clothing I wear, the brands I trust, and throw in three bonus how-to’s:
- How to make your own training calendar
- How to make the perfect smoothie
- How to make a framed marathon ’shadowbox’ for $25.
Note… this podcast ended up topping 45 minutes, my longest ever. I was going to break it into two parts, but decided if you’re not into running, you probably won’t listen to it, and thus won’t listen to the second part next week. However, if you ARE into running, you’ll find the entire show really valuable. So throw it on your iPod and head out for a long run.
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One of the major marketing discoveries I pointed out, is that the following companies do not own their Twitter accounts: @nike @adidas @asics @newbalance (not a corporate account) @brooks @mizuno
Can you believe this??? It blows my mind. How the heck does a $30 Billion company like Nike not own their main Twitter account?
I slowly wake up and blink my eyes open a bit. It’s early but my alarm hasn’t gone off yet, as I adjust to my surroundings. My very, very interesting surroundings. I realize where I am. I’m in a hotel in San Francisco, and I’m awake early because I’m still on New York time. I pull on my running shoes, shorts, t-shirt, and a pullover, excited for a morning run along the Embarcadero.
When I hit the lobby, I stop at the front desk. There’s a cheerful, eager-to-help person behind the counter at the Hotel Triton. I nod as I walk by, pause, turn back and say,
“Excuse me, I’m sorry. I was tired from my cross-country flight last night when I got in very late, but I could have sworn that you told me that you had upgraded my room, and that I could have all the Haagen-Dazs ice cream I could eat during my stay.”
“Yes, sir, that’s true” was the reply.
“So I wasn’t dreaming? I can eat every pint of ice cream in that mini refrigerator and you won’t charge me anything extra?” I say, to the person working in an industry that routinely charges $36 for scrambled eggs room service or $13 for a bottle of water and a Snickers from the mini bar.
“That’s correct, sir. Enjoy your run.”
Enjoy my run I did. In fact, I did a few more miles than I planned. After all, I would need to burn some extra calories over the next few days.
Today’s Show: Sweet Suite Marketing - Hotel Triton gave me free unlimited Haagen-Dazs in my hotel room. I did NOT have a problem with this.
Download the podcast from iTunes, or play it below:
Here’s a summary of today’s topic:
It wasn’t a dream, but it as a great marketing angle to discuss.
If there’s one buzzword that resonated in 2009, it has to be Twitter, so it’s fitting that I’m ending the year with a podcast about Tweets.
The week of December 14th I was in charge of Wired’s massive 325,000 follower account (@Wired), so I want to tell you the 10 lessons learned, and break down writing the perfect tweet.
Download the podcast from iTunes, or play it below:
In the podcast I give a background on how the @wired twitter account came to be, but here are the key points:
- At the end of 2008, Twitter really started gaining a lot of buzz and I knew Wired had to look at this up-and-coming platform
- I organized meetings with key decision makers and presented the pros and cons, with the data to back it up
- We decided to make @wired an interactive account (not just a feed of top stories), and that editors familiar with Twitter would rotate on a weekly basis overseeing the account
- This enabled us to give a unique voice each week (using editors from gadgets, science, transportation, programming) without burdening one individual with all the responsibility
- We started the year with only 8,000 followers, and Twitter was #49 on the list of traffic-drivers to Wired
- Three key things happened in early October… we passed 100,000 followers, we threw a party to celebrate that fact, and we were added to Twitter’s recommended follow list
- On 11/6 we passed 200,000 followers
- On 12/11 we passed 300,000 followers, and on more than one occasion Twitter was a top 10 referrer of monthly traffic
If there are two other words that best describe internet marketing in the last few years, I don’t know what they are. As a marketing guy at Wired.com, I must come across that term 100 times a week. Maybe 1,000.
It’s not shocking that I’m immersed in social media because I’m directly dealing with social media sites like Facebook and Twitter and reddit.
It’s not surprising when I read about strategies that 5 person tech startups, apartment-based entrepreneurs, digital ad agencies, and veteran web-based companies are rolling out.
But what I really find fascinating is when non-traditional companies embrace — and dominate — social media.
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I think about some of the random companies that really ‘get’ social media, and when you think about it objectively, it can actually be amusing. What if you did this quiz just 2 years ago, before the Twitter explosion, asking people who they thought would have millions of followers.
