#i also got a marketing manager (my friend <3) to help with advertising my comms and stuff so uh... look forward 2 that

[plantenjoyer]

I SWEAR I KEEP TRYING TO DO ART BUT THEN SOMETHING GETS IN THE WAY AND THEN I PROCRASTINATE AND THEN SIX MONTHS PASS

[jaygilbert-blog]

COFFEE TALK [with Michael Kauffman]

“I’ve worked in music and technology during my career, largely in sales, marketing, and PR roles. I love to connect artists and companies with fans and customers -- and have been doing that in tech (YouTube on the marketing team and at Google via corporate communications), at start-ups like RightsFlow (a rights management and licensing company acquired by Google), and earlier in my career at labels and distribution companies like UMG, Verve, BMG, and Windham Hill.”

Q: What are a few of your favorite “industry moments?”

I loved spending time on the road with artists earlier in my career. While at Windham Hill in the mid-90’s, I joined Keola Beamer, Ledward Kaapana, and a few other Hawaiian slack key guitar icons on a series of dates up the eastern seaboard. It was one of the first times I spent a lot of time with a band who I had limited prior knowledge about. Pre-internet days. Not only did I fall in love with that music, but I got to introduce the band and crew to PA-breakfast-fave scrapple while eating at the Melrose Diner in Philadelphia. While at Verve, we arranged for the amazingly gifted vocalist Al Jarreau (RIP Al) to host the Music Biz Annual Conference Awards Dinner one year concurrent with his new release. Al arrived in San Antonio with a serious bout of the flu, and we didn’t know whether he’d be able to speak, let alone take the stage. But after a few hours of sweating it out, focused rest, home-brewed tea, and a mind-over-matter attitude, Al took the microphone and blew everyone away with his grace, wit, and charm.

I was fortunate during those years at Verve to work with a top-notch sales team (Tony Pellegrino, Jon Vanhala, Lisa Hopkins, Mark Callaghan, Jeff Lusis, Kim Smith, Missy Iredell), self-branded “The Jazz Pack”. We adopted a song-and-dance approach to many of our sales presentations and had a blast singing-while-selling our releases (I like to say that we were the last of the singin’ sales guys). Flashback to Los Angeles in 2001. The Universal Music and Video Distribution Conference was being held at the Century Plaza Hotel, and we were scheduled, along with all the other UMG labels, to present our upcoming releases to our friends at distribution. Instead of a generic video presentation, we opted to host an awards show called “The Tommy’s” (named for our beloved label Chairman Tommy LiPuma, industry icon, producer, and true music maker) packed with curated categories, spoof videos, and actual live performances highlighting our artists and releases.

The opening song-and-dance number involved us wearing Adidas tear-away track suits worn over tuxedos, doing a bit of choreographed dancing along with a backup crew consisting of the XFL’s LA Xtreme cheerleading squad. It culminated with Tommy himself being led through the curtains of the stage and down to his front-row seat amidst a rousing standing ovation (Tommy’s entrance is ~4:29 in this YouTube videohttps://youtu.be/Y09IwrNHO8Q). Furthermore, there was also an ice sculpture of Tommy, a raucous afterparty, the USC Fighting Trojan Marching Band performing "Tequila", balloons falling from the ceiling, and hundreds of customized Tommy bobbleheads that were presented to all in attendance. I vividly remember Tommy saying to me right before we stepped onto the stage: “Mikey! What's going on here babe?!” Most fun I ever had in a sales presentation. What a cool experience to work with that team and Tommy.

Another highlight happened at the Sundance Film Festival in Park City in early 2014: I spearheaded the music integration at our YouTube on Main Street pop-up experience. It was one of the more stressful planning periods I’ve endured — late nights, intense conversations, negotiations to book acts, and everything in between — but the effort was ultimately rewarded with goose-bump-inducing performances from Damon Albarn (“There’s no way we can fit a string quartet and a large keyboard on that small stage.”), Venus And The Moon (who asked me to rehearse with them in the parking garage), Carina Round, Sarah Lee Guthrie and Johnny Irion, Sleeping At Last, Matthew Perryman Jones and Kate Tucker (many artists via a Paste partnership — thanks Josh Jackson), and a few roof-raising late-nite DJ sets from Young Guru, Neon Indian, and LCD Soundsystem’s James Murphy -- who's agent phoned me on the day of his set to tell me he was stuck in Chicago due to snow. He arrived just in time to walk on the stage and start spinning records! It all came together and was magical. Plus so many other highlights: a post-dinner celebratory “toast” with Cheap Trick in Chicago, dinner in the Sinatra room at Patsy’s in NYC with Jamie Cullum, and of course live experiences like The Subdudes at Tipitina’s in New Orleans.

Q: If you were to make a playlist of the songs that are part of your DNA, the comfort food that you keep coming back to, that never fail to move and inspire you, what would those tracks be?

It would have to be a playlist of playlists… how many songs do I get?

Can I have 20 - 25? I love the Great American Songbook: Frank, Ella, Billie, Dean, Sammy, Tony, Dinah, along with Miles, Coltrane, Bird, Bill Evans, Ben Webster, Basie, and all the jazz masters.   Here's a happy hour playlist assembled by Ken Druker, our head of catalog while I was at Verve. He curated this “Jazz Pack Supertunes” compilation for our crew back in the late 90’s: Frank Sinatra & Count Basie - Come Fly With Me Dean Martin - Ain't That A Kick In The Head Buddy Greco - Around The World Bobby Darin - More Sammy Davis, Jr. - Hey There Jack Jones - You'd Better Love Me Count Basie - All Of Me Frank Sinatra - That's Life Eartha Kitt - C'est Si Bon Tom Jones - It's Not Unusual Perez Prado - Mambo No. 8 Wayne Newton - Danke Shoen Bobby Darin - Hello Dolly Frank Sinatra - Fly Me To The Moon Steve Lawrence & Eydie Gorme - This Could Be The Start Of Something Big Buddy Greco - She Loves Me Vic Damone - The Song Is You Al Martino - Speak Softly Love Nino Rota - The Godfather Waltz Dean Martin - Return To Me Johnny Mathis - Chances Are Sammy Davis Jr. - I've Gotta Be Me Frank Sinatra - The Way You Look Tonight Marilyn Monroe - Happy Birthday Mr. President (on Spotify: https://open.spotify.com/user/michaeljoel/playlist/1mNOucMihzZ38hMLv2ptNB)

Q: Are there any artists that never really made it, that came across your desk, that you wish people could hear and embrace?

Action Figure Party comes immediately to mind (a group spearheaded by Greg Kirsten, founder of Geggy Tah, who over the past decade has become a Grammy-award winning producer of Sia, Beck, Kelly Clarkson, Ellie Goulding, Pink, the Shins, Tegan and Sara, Lily Allen), signed to Verve at the time by Bud Harner, our ultra-cool A&R rep. “Everybody Ready” now playing: https://youtu.be/Xud_KlHlqr0

Q: Who was your mentor? Why? Early in my career in advertising: Jim Coudal, the creative director at Weber, Cohn & Riley gave me a shot as a copywriter and helped me craft a voice for headlines and copy. Chris Balla and Bob Garbarini at BMG (now Sony) who provided the freedom and the guidelines to teach me how to think about music marketing. Pat Berry, my boss at Windham Hill (now running the Six Degrees label), who taught me pretty much everything I know about sales, much of it based on always framing decisions with what’s best for the artist. Also from the Windham Hill timeframe, Dave Morrell, who spearheaded AAA/non-comm promotion at our High Street imprint, is a dear friend and mentor who taught me how to love stories and to leave people with a smile. Dave has been releasing his memoirs — and they are a hoot! Horse-Doggin’: Volume 1 is available here: https://www.amazon.com/Horse-Doggin-Dave-Morrell-Archives-Vol-ebook/dp/B00IZLEFQ6/ref=la_B00LG1S4P0_1_1?s=books&ie=UTF8&qid=1491231314&sr=1-1 and 1974 - The Promotion Man - Volume 2 is here: https://www.amazon.com/1974-Promotion-York-Morrell-Archives-ebook/dp/B015YV11M0/ref=la_B00IZQHCE8_1_3?s=books&ie=UTF8&qid=1491231441&sr=1-3. Read up. Plus Bob Schneiders at UMVD taught me the ropes as for retail sales when I started at GRP, and also showed me the importance of connection via common passions solidified with personalized outreach. And the host of other sales and marketing execs who guided me through the years: Ben Kline, Pat Monaco, Bob Anderson, Tony Camardo, Linda Finke, Saul Shapiro, Mike Davis, Cliff O'Sullivan, Mark Flaherty, Marc Zimet, Anthony Ellis, Rob Santos, Nell Mulderry, (can't forget you) Jay Gilbert, the Jazz Pack (Jon, Tony, Lisa, Jeff, Mark)... it takes a village obviously.

Patrick Sullivan (CEO / Co-Founder at RightsFlow) mentored me through his leadership to win against the odds through smart-thinking and a tireless work effort, while Scott Sellwood (our Head of Biz Affairs at RightsFlow, and Publisher Relationships at YouTube) inspired me with his brain, musical abilities, and tenacious commitment to finding common sense solutions. And finally Tommy LiPuma, of course, our Chairman at GRP and Verve, who taught me how to pursue quality in music, art, wine and life. A legendary music leader, visionary and Hall of Fame human being with a legacy of music and joy rooted in the artists, colleagues, employees and millions of ears and hearts that he inspired. A few of use traveled to Cleveland last year to celebrate his 80th. So glad we did. It was a night of stellar performances: Diana Krall, Dr. John, Al Jarreau, Leon Russell (RIP)… followed by the afterparty back at the Ritz-Carlton, drinking amazing wine while listening and laughing into the wee small hours to the many, many stories filling the room. Music biz stories for the ages. Tommy stories. So fortunate and thankful. Smart, passionate, creative mentors who rocked my world.

Q: What’s the best part of your job? Helping and listening (to people and to music). Anytime I can generate a creative conversation with an artist, a company or a colleague, and help them think about their audience and how best to share + super-serve + connect, it’s a good day.

That, and getting together with friends and colleagues for lots of happy hours and live music. Ketel martini, up. Ice cold. Olives.

[mediacalling]

Social Media Engagement is the New Social Media Marketing: How To Do It Well

At Buffer, we think a lot about the future of social media.

It started as a way for friends to connect online, evolved into a broadcasting channel, and is now a place for brands to provide personalized, human experiences with their audience and customers.

Social media is as much about engagement with other people as it is about sharing content.

It’s why we call it “social” media.

Here are just a few reasons why social media engagement is a vital part of any social media marketing strategy.

1. Simply broadcasting content results in low reach and referral traffic

Over the last few years, organic reach (on Facebook in particular) has dropped so dramatically that some people have questioned the viability of organic posting at all.

In 2017, Buzzsumo analyzed 880 million Facebook posts and uncovered a sharp decline in engagements. This is linked to a perceived push by social media platforms to encourage brands to use advertising to boost their reach.

In 2018, Facebook also announced that they would change their post ranking algorithm to prioritize personal posts over brand page posts in the News Feed. A key part of the change is that they are using “meaningful engagement” as an important signal that a post should be prioritized.

In other words, posts with more active and thoughtful interactions will get more reach.

There’s a fascinating insight into why Facebook are taking this approach in this explainer video from their Newsfeed team.

“Interacting with people is associated with a greater sense of well-being… On the other hand, just scrolling through your Facebook feed, passively reading or watching without interacting with others, tends to make people feel worse.” – Facebook

2. People expect businesses to respond on social media, and fast

Twitter and Facebook have become the first places people go to for customer support, product enquiries or just to say thank you to businesses.

Back in 2013 it was estimated that 67% of consumers use Facebook and Twitter for customer service, and that was five years ago! With the rise of Facebook Messenger usage, that number is likely to have trended upwards as over 8 billion messages are exchanged between people and businesses on Messenger alone each month.

This report by Sprout Social also suggests that using social media is now the top choice for people seeking customer service.

The speed at which business respond is also important. According to research commissioned by Twitter in 2016, 71% of their users expect a response within an hour.

3. Social media engagement increases loyalty and generates word of mouth.

People love positive interactions with brands on social media. Here’s just one example of nice tweet someone shared about Buffer.

There’s also a ton of data that suggests that answering complaints on social media increases customer advocacy and reduces churn. For example, Jay Baer’s research found that answering a complaint on social media can increase customer advocacy by as much 25%.

On the flipside, in Sprout Social’s research they discovered that 30% of customers who are shunned by brands on social media are more likely to switch to a competitor.

What’s more – social media experiences are, by design, both public and easy to share. This creates a compounding impact on positive experiences, compared to say, an email exchange or phone call.

The Twitter exchange below is a neat example of how thoughtful and fun social engagement between a customer and brand can go viral. Aside from garnering hundreds of retweets, it got picked up by news outlets including Buzzfeed and the Mirror.

@TeaAndCopy Were there no other packs in the plaice, or was that the sole one on the shelf? Floundering for an explanation! David.

— Sainsbury's (@sainsburys) January 10, 2014

@TeaAndCopy If I'm herring you right, you're looking to eel our relationship. I'll tell the store to find the shelf & fillet. David.

— Sainsbury's (@sainsburys) January 10, 2014

.@sainsburys All these exchanges in a roe have been brill-iant, David. I'll try to kipper a lid on it, but Gods hake, it's been fin-tastic.

— Marty Lawrence (@TeaAndCopy) January 10, 2014

 4. You can learn directly from customers and prospects

We use social media to learn from our customers and community about how we can improve their experience.

If you're a Buffer customer, what would you most like to see us add or improve in the product?

— Joel Gascoigne (@joelgascoigne) December 16, 2017

Better collaboration tools for agencies that manage client accounts. Similar to what Mailchimp does. Would be nice for clients to get approval notifications as well.

— Brandon Kidd (@SmashBrando) December 16, 2017

The basic workflow as an agency is I have my own account to manage social but clients can grant me access to their account so I can manage social for them. If they decide to move on, they keep their account. They could grant me publish privileges (full access).

— Brandon Kidd (@SmashBrando) December 16, 2017

Amazing, thanks for the insights here. We have a full Drafts + Approvals workflow being built right now. I think this will help you a lot.

Do you sometimes have clients that hire you and want you to set up their whole account? Or are clients always good setting up themselves?

— Joel Gascoigne (@joelgascoigne) December 16, 2017

Having this direct line to customers enables us to build relationships, develop empathy and ultimately build a better product for our users.

Social Media Engagement Challenges and How to Overcome Them

Looking again at the Sprout Social study, apparently brands are only responding to 11 percent of messages on social media and are sharing a whopping 23 promotional messages for every response to their social audience.

If we extrapolate this into the makeup of total social media activity, the contrast is stark and pretty worrisome!

The benefits of social media engagement seem clear, so why haven’t more brands fully embraced it as a marketing strategy?

I believe there are three key challenges that, on the surface, seem quite daunting for marketers and their organizations.

Finding the resources to engage with all relevant conversations

Quality control: maintaining a consistent, authentic voice and tone

Measuring the impact of social media engagement

The best brands on social media turn these challenges into opportunities, and this is how you can nail your social media engagement too.

1. Engaging with all relevant conversations

Staying on top of “mentions” on social media, tapping into relevant conversations, and filtering out irrelevant social chatter is the basis of most social media engagement strategies.

Our marketing team at Buffer uses our own product, Buffer Reply, to focus in on relevant conversations across our key social networks and respond to them quickly.

Reply is a little different to other social media engagement tools because it is more like an inbox rather than a collection of feeds or streams.

It’s a bit like a traditional email inbox, where all relevant messages, whether they’re from Twitter, Facebook or Instagram, appear in the order that the conversation was started. Having threaded conversations neatly organized in one inbox saves our team a huge amount of time. We don’t have to jump between multiple streams and we don’t have to dig through every conversation to see what it’s about or whether it needs a response.

Our team also uses Reply to prioritize certain conversations – for example customer support issues. We have automation rules (which you can learn more about here – they’re quite magical) set up to move certain types of conversations to specific folders, so that we can better manage how we respond to them.

We also use filters to weed out conversations that on the surface appear like they might be relevant but are actually totally unrelated to our business.

Reply isn’t the only tool available to help make social media engagement easier and minimize the time it takes to find and respond to social media posts and messages. There are a number of different options available, depending on your needs. Here’s a list we put together with some of our favorites.

2. Maintaining a consistent, authentic voice

Putting yourself out there on social media can be scary. Will people like what you have to say? Are you putting your brand in its best light?

Having an authentic voice on social media is important but not as easy as it sounds. It’s important because it humanizes your brand – whether that’s a company big or small, or a personal brand – and encourages people to respond and talk about you positively.

It’s difficult because things like “voice” and “tone” are quite subjective. Here’s how Kevan, Buffer’s director of marketing described the challenge in a previous blog post:

“We don’t want brands talking at us as if we are dollar signs. We want authentic communication. Finding a voice for your social media marketing can be difficult because the concept is somewhat unlike other optimization strategies online. Voice is not a statistic you can track or a design element you can tweak. Voice goes deeper than that.”

As an example of how to develop your social media voice, here’s a four-part formula suggested by Stephanie Schwab, writing for Social Media Explorer. She breaks voice down into tone, character, language, and purpose.

Establishing a voice and tone is also one of the subjects in our Social Media 101 email course. You can check out the notes for it here (and feel free to take the entire course if you’re interested!)

Having a clear voice and tone guide is especially helpful when there are multiple people engaging on social media on behalf of a brand.

But what does that look like in practice?

At Buffer, we have a tone guide (which you read about here along with some other guides that we think are quite inspirational). We use this guide to help empower our team. We also provide our whole team with access to Reply to engage with our community.

Here are some tactics we use to engage with people on social media authentically and efficiently.

Personal signatures

Everyone on our team has a personal signature set up in Reply to help humanize our social media responses.

Here’s what it looks like on Twitter:

GIFs and emojis

Emojis and GIFs have become a massive part of the language of social media. We use emojis and GIFs to add personality to our social media conversations and convey our feelings more efficiently.

Assigning conversations to teammates

Reply has a neat feature that enables us to automatically assign social media conversations to specific people on the team. If it’s a technical support query, it might go to one of our customer support advocates. If it’s a shoutout or someone seeking general social media advice, we can route the message directly to our social media manager Bonnie. This helps us provide a better, faster experience for the people we engage with.

As a backup, we also have a some pre-written replies to some of the more common (or tricky) conversations we have on social media, which are available to our team – only if they need it.

In general, we encourage each other to write our own, personal social media messages.

3. Measuring the impact of social media engagement

In my opinion, being able to quantify the return-on-investment is the biggest thing that holds brands back from investing in social media engagement.

It’s often not quite as straightforward as measuring clicks on an ad campaign, or sales from an email promotion.

At Buffer, we measure success through multiple lenses.

Customer support impact

How many messages are we responding to on social media? Are we responding (and resolving issues) faster? Is it reducing the number of support requests we receive through other channels, like email?

Reply tracks our key customer support metrics for us and lets us export the data to CSV so that we can aggregate it with statistics across our other main support channel – email.

Below is an example of one of our reports in Reply. It lets us compare message volume with response time. We can also see how much engagement is happening on each platform.

Brand impact

The impact social media engagement has on your brand is more difficult to measure because someone’s journey with your brand is nonlinear and attribution is murky. Brand perceptions are built up over time and through multiple channels.

At Buffer, the brand metric that we focus on is reach – the number of people who are coming into contact with Buffer each week. We have an annual goal for reach, and we track weekly progress against it. For example, this year we are aiming to reach 105 million people!

We treat social media as a component of total reach, and it is a big contributor for us to our total reach number.

In the table below, Social Reach is the total number of people who see our content within a social media feed and Social Engagement is the cumulative total of likes, comments, shares and clicks, etc.

We include Social Engagement because it helps us measure the quality of our reach. By engaging with our audience on social media ourselves, we try to drive both of these numbers up!

Ultimately, how you measure the effectiveness of engaging with people on social media depends on your goals.

We believe that social media is for branding – so we engage with people on social media to provide quick and friendly customer support, build affinity with our brand, and grow our reach.

You might have different goals for your social media program, so how you measure your social media engagement should line up with those goals.

For example, your goal might be to develop an email list, or build a network of influencers, or drive downloads of your app.

Over to you

Do you have a social media engagement strategy? How do you measure it? We’d love to learn from other marketers! Feel free to leave a comment below or engage with us on social media. 

Social Media Engagement is the New Social Media Marketing: How To Do It Well posted first on http://getfblikeblog.blogspot.com

[chandlerkipcondrone-blog]

Welcome!

My name is Chandler Condrone, and I am an Advertising Master’s student in the S.I. Newhouse School of Public Communication at Syracuse University. Many people in Syracuse are shocked to find out that I am originally from Maryville, Tennessee, a small town in the heart of the Smokey Mountains. So, how did I wind up 800 miles from home in one of the snowiest cities in America? That’s an interesting story.

Ever since we were children, my brother and I have dreamed of moving to New York City to live and work together. I should take a moment to introduce my brother. Chase is my identical twin. Although we often disagree, he is my closest friend and the only person I could imagine working with for the rest of my career. Our personalities are extremely similar, and our interests are complementary. We both have a range of passions that is far too wide to list. In any areas where one of us is lacking experience or interest, the other is sure to account for the difference. Chase was also born 13 minutes after me, so he will always be my little brother. He was also accepted into the Advertising Master’s Program at Newhouse, and I am beyond grateful that we get to embark on this adventure together.

Now, back to the story of how we got here. Chase and I were both determined to go out-of-state for college, regardless of what we studied. We toured top schools throughout the Northeast, including Brown, Cornell, and Yale. When the time came to make our decisions, we naturally ended up at the two closest schools to home (when we started looking at schools, we hadn’t taken into account the fact that we might have girlfriends). I attended the state school, the University of Tennessee, Knoxville, and Chase went to Maryville College, a small, private institution.

We explored a lot of different interest areas for our first two years (philosophy, sociology, astronomy, biology, and English lit to name a few), but somehow both ended up studying writing communications. I got a B.S. in Journalism and Electronic Media while Chase got a dual degree in Writing Comm and Theater (for scholarship purposes). We also took on several leadership roles throughout our time in college. I was a Resident Assistant for 3 years, serving on multiple campus advisory boards and being admitted to the RA Hall of Fame. I also helped launch the Leadership Studies Minor at UTK and was one of its first graduates. Chase was a Peer Mentor, rush chair of his fraternity (Delta Kappa Epsilon), Editor-in-Chief of the Highland Echo, and Student Body Vice President, among other things. We both also found time to study abroad. I spent a summer in Santander, Spain, while Chase spent the Spring scuba diving in Bonaire.

After a few years of fun, we both decided to focus on our careers for a while. Chase got a job (with my help) as a digital editor at our local Scripps newspaper. Meanwhile, I started a string of internships in media sales, research, and promotions. I spent a semester working with the sales team at a Scripps radio cluster, analyzing Nielsen data and industry insights for four top radio stations. Then, I spent a summer with the sales team at a CBS-affiliated television news station working on the Upfronts and commercial shoots. Finally, I got a job with my campus newspaper, The Daily Beacon, selling advertising. I had great initial success gaining new business, and won several awards and scholarships for my work.

All of these experiences helped me secure another position that was a huge stepping stone to where I am now. The summer after I graduated, I was chosen from 1,500 applicants for the 2016 IRTS Summer Fellowship Program. I spent 3 months living in Manhattan, meeting executives from all over the media industry, and completing a full-time paid internship with the Brand Storytelling team at Bloomberg LP. It was a dream come true.

The previous Fall, Chase and I visited graduate schools and talked seriously about our future careers. We were still convinced we wanted to work together (ideally in New York), so we looked at programs that interested us both. Many had to do with New Media or Digital Integration. We originally visited Syracuse to look at the New Media Management program, but I met with the Advertising professors as well because of a gut feeling more than anything. After a wonderful afternoon with students and the Program Director, we were convinced that Syracuse was the right place for us. Dr. Tsao from the Advertising Department gave us a copy of a Richard Kirshenbaum’s book: Mad Boy. Kirshenbaum is a Syracuse alumnus who made a huge impact on the advertising industry in New York in the 80s and 90s. He founded an agency at the age of 26 with long-time friend Johnathan Bond, and they did unbelievably impressive, creative work together. Their company was truly unique at the time. The fun culture and creative focus was revolutionary. His story became a massive inspiration for Chase and I, providing a blueprint for everything we want to achieve in our own careers.

My first summer at Syracuse has been a blast. All my class experiences have confirmed that Chase and I found the perfect fit. Now, for my first elective, I am taking Digital Trendspotting. I was excited about the class because I’ve always been interested in technological innovations that may change the world and the way they impact business models. For this blog, I will look at any trends that particularly excite me (expect driverless vehicles, augmented reality, and the like) from the context of social impacts, marketing potential, and ethical implications. I look forward to sharing my thoughts on a variety of issues while I develop a more keen understanding of the technologies and trends that will shape the next 10-20 years in my industry and may change the face of media as we know it.