Today, Forrester and Harvard Business Review Press released the print version of Empowered, a book by Forrester veterans Josh Bernoff and Ted Schadler. This book is a quick and worthwhile read for just about anyone who wants to consider the changing role of technology in the workplace. After several reads of this book, I have found that in addition to a lot of great statistics, quotes, and case studies, there is a valuable message for how companies MUST change their philosophy and approach toward new technologies in order to stay innovative.
As a quick example of how quickly the technology landscape is changing, stop for a moment to consider just how many times in the past few days you have:
Received an invitation to LinkedIn.
Seen a personal acquaintance using Facebook.
“Tweeted” or heard someone comment on “tweeting.”
Checked your mobile phone — or seen a commercial for a cool new mobile app.
Can marketers create great content? Can they bridge the gap between an appealing 30-second viral video and TV comedy? Because that’s the competition in the emerging Web landscape — where media companies and marketers are competing for the same eyeballs.
Company creation of original video content to promote its products and services isn’t new, but this week, I was intrigued to see Philips trying something different. It launched a new “online sitcom” — Nigel and Victoria — that follows a love-struck marketing manager (a bumbling twit and therefore, naturally, English) and an actress (playing an actress) who hosts a Web series about Philips products. It’s amiable, knowing, and reasonably amusing, and a presence across YouTube, Facebook, and Twitter ticks those social media boxes. It’ll be interesting to see if it finds a larger audience than the other video content — some of which is actually decent — lurking unloved in the recesses of Philips' own Web site.
The notion of Web-specific video content, or Webisodes, as a new format for content — somewhere between lo-fi UGC and broadcast-quality TV — took a hit in the economic downturn. The budgetary gap between TV and the Web was a difficult one to straddle. The sums didn’t add up, and the likes of Kate Modern, though effective at generating buzz, hinted at a future that never quite happened.