COM 117/4: Multimedia Storytelling

Thursday, April 7, 2010, I attended Google’s education, tax, immigration, copyright, intellectual property, and trademark mastermind Travis Mason’s lecture. My original intentions for attending had involved interest in how Google actually worked behind the scenes but instead the young alum dispensed advice to his audience about how to achieve the most out of life.

Originally from the “ghettos” of Washington, D.C., Mason had very humble beginnings, but found his passion for music early on in life and hence was accepted into VPA at SU as a Music Major. He ended up transferring colleges and majoring in Political Science instead and now works as a senior policy analyst at Google. Mason began with the statement that “how you handle your time is directly related to your success,” and proceeded to offer 10 steps to a success. They are as follows:

1. Direction Determines Destination – Always be aware of your intentions. You cannot get to Miami, FL from Syracuse, NY by heading north.

2. Think about your BIOGRAPHY, not your RESUME – Employers are looking for your story, things that resumes can’t and won’t capture.

3. Success is for Losers, but Losing will Make you Successful – Life is not about chasing success. Success comes when you lose yourself in what you love.

4. It’s Not about what you Get, it’s about what you Give– Getting a job is about giving. Mason landed his job at Google by giving his time to a very powerful company executive who wanted to have lunch with him one day in D.C.

5. It’s always Lonely to be Successful and it’s always Lonely to Lead – Being a leader is about making tough decisions. It is a lonely road.

6. Control your Appetite because Integrity Always Eclipses Image – You must keep diversions and distractions under control in order to stay focused.

7. Try not to be Mentored or Hang Around Stupid People because Sooner or Later you will Become One – Your ability to grow is directly tied to who is above you and the influences around you.

8. Stop Skimming, Scanning, and Skipping, and Start Reading – Reading critically is essential. It is a major requirement for very powerful people in very powerful positions.

9. Travel (Not just physically)– Allow difference to sit in your space and challenge what you believe in, it makes your arguments stronger.

10. Pace Yourself and You’ll Pass the Sprinters – This is the same concept as the tortoise and the hare. Slow and steady wins the race. Successful people stay with a problem longer and try harder.

Overall, the lecture was very inspirational and offered real-world achievable advice and changes. As former President of the Student Association and founder of OrangeSeeds, a freshmen program that, after vigorous screening, trains freshmen to enact change, Mason knows what to do to make moves and get things accomplished. He was a very humble man who just remained very focused and driven throughout college. His determination led to the loss of some of his friends, but those who really loved and believed in him stuck by him, and I think that’s a tough lesson for all of us to learn. College isn’t just about partying, playing around, and goofing off.

Imagine this: You give me $150,000 in exchange for a brand new car. But instead of driving that car, you let it sit in your driveway 24/7, never driving it, never washing it, just letting it collect dust (idea presented by Mason). That would be incredibly stupid. But that is what most people are doing with their college degrees. As much as we pay to come to SU, so many people graduate and do nothing with their degrees. That is a TRUE waste of money. So take advantage of the opportunities here, get involved, attend lectures, stay focused, and make the most out of these years so that you can make the most out of the years following SU!

Hope you guys enjoyed this!

Maude Barlow, an influential and well-respected activist on issues pertaining to safe and clean water, came to SU on Tuesday.  She spoke before a large audience in Hendricks Chapel.  Her speech was very interesting as she talked about our diminishing amount of water.  I often thought of the water crisis as simply a problem faced by developing countries that are typically poor.  Maude was quick to point out that here, in the United States of America, we have a water crisis that needs to be addressed.

Sadly, this crisis is not widely acknowledged across the board.  Currently in the U.S. there are 14 states and 40 counties that are in crisis.  This means that change needs to happen.   Change cannot simply come from the general population.  We need action by the government because even if we conserve, it will not be enough since industry accounts for over 70% of water consumption.  This topic hit home for me since I live in a region that is currently undergoing extensive natural gas exploration in an area known as the Marcellus Shale Formation.

In order to tap into the gas reserves huge amounts of water are needed for a process called hydrofracturing.  Maude called for a moratorium to be placed on all drilling in this formation.  She sited that the misuse of water for this exploration has terrible consequences.  Also, she argued that the idea that we would become more energy independent by tapping into these natural gas reserves was not worth the damage of polluting so much water.  I have witnessed with my own eyes the amount of water that is used for this process, and also that waste that it creates.  I couldn’t agree more with Maude Barlow.  I was happy to have attended her lecture.

Here is some additional information about Maude Barlow: http://www.canadians.org/about/Maude_Barlow/index.html

Here is some additional information on hydrofracturing: http://www.citizenscampaign.org/campaigns/hydro-fracking.asp

I recently attended the lecture of Joanne Zaiac, President of the New York branch of Digitas. Her lecture was part of the Newhouse Advertising Speaker Series. Digitas is a digital ad agency that is one of the leaders among the integrated brand agencies. Her presentation focused on creating an effective ad campaign through social media and other interactive technologies. She called brands who participate in this type of advertising, active brands. An active brand is a brand that goes beyond simply delivering advertisements to the masses. An active brand engages potential consumers to participate in the message. Whether it be through a game, or a series of videos, active brands elicit participation from its viewers. When they capture the audience’s attention and entertain them, there is a better chance of their product being sold.

What I found particularly interesting was her prediction that everything will be considered in the Digital category within a few years. She said that at the current rate of growth, digital advertising will overtake traditional TV advertising. She also noted that TV will most likely merge into the Digital realm. This was a bold comment but I believe it will be true.

Ms. Zaiac’s presentation was very informative and went in depth into an agency and industry that is still in its early stages. Who knows where it will be in five years.

On Tuesday April 5, 2011, Maude Barlow came to Hendrick’s Chapel to present “The Global Water Crisis and the Coming Battle for the Right to Water.”  Ms. Barlow is an environmental activist and is considered to be one of the world’s leaders on the water crisis.  Barlow is the National Chairperson of the Council of Canadians and chairs the board of Washington-based Food and Water Watch. She is also an executive member of the San Francisco-based International Forum on Globalization Ms. Barlow has received eight honorary doctorates as well as many awards, including the 2005 Right Livelihood Award, the Citation of Lifetime Achievement, and the 2009 Earth Day Canada Outstanding Environmental Achievement Award. She is also the author or co-author of 16 books, including the international best seller Blue Covenant: The Global Water Crisis and The Coming Battle for the Right to Water.  During her presentation Ms. Barlow discusses many issues dealing with the water crisis.  She was very informative in explaining how there is no one to blame for the water crisis, but instead everyone is to blame.  She described how in the United States there is a mass usage of water, especially in large cities such as Chicago, Miami, New York, and Las Vegas.  This over usage of water is causing extreme desertification of many places in the South-West Region.  She explained how Mexico City’s over usage of water for plant irrigation is causing the water tables of the city to shrink, inevitably causing Mexico City to sink.   Ms. Barlow did a great job at demonstrating how although the majority of the water usage is caused by developed nations, many developing agricultural nations are to blame as well.  She discussed how irrigation processes in undeveloped nations usually waste a lot of water and are not very efficient.  She also discussed how many developing countries waters are polluted either from big industry or from runoff from agriculture.  Ms. Barlow’s speech was very intriguing because she offered some of her ideas on how to “fix” this issue.  First, she explained on how we need to increase awareness of the problem and make it a high priority.  Right now, climate change has been the top priority in environmental legislature; however, the water crisis may be corresponding to some of the global warming issues being caused.  Secondly, she said that developed nations must accept a lower usage of water and this should be enforced through governments.  She went on to say that it is our responsibilities to help developing nations create the technology to use water more efficiently.  I found that Ms. Barlow’s speech was very informative and opened my eyes to a crisis I never knew existed. Most people turn of faucets and assume clean water will just come out; however, if we do not fix the water crisis this luxury may not occur in the future.

To check out and take action in the water crisis today check out http://www.foodandwaterwatch.org/

If the title didn’t give it away, I was one of the many eager Newhouse students sitting in the Herg on Thursday waiting for the voice of Monday Night Football to walk through the door. It’s not every day that you have the opportunity to listen to an active legend in the broadcasting world speak, especially in an intimate setting. Even less often are they part of a group, like you- a Newhouse student.

Mike (because unfortunately after the lecture I feel like we’re on a first name basis) spoke for a few minutes on his career path. He detailed his time at SU, working at the local radio and TV stations, reporting for UUTV (now CitrusTV), and meeting his current wife who was then a basketball player at SU. As almost everyone else has said, he stressed the importance of internships, and being willing to work your way up to perfect your craft. As someone with twenty years of broadcasting under his belt, they are certainly words to take seriously.

Everyone has been commending the use of social media at the event. Even the D.O. (article written by Alex) mentioned me as being part of the craze.

Brad Slavin, a freshman television, radio and film major, was one of those adding to the cyberscene through Foursquare and tweeting using the hashtag created by S.I. Newhouse School of Public Communications officials, #Tirico, on his iPhone.

The viral publicity produced by Slavin and a room full of others created a social media rush centered around Mike Tirico, a 1988 Newhouse graduate.

However, the part that I find most valuable, most relaxing, is that Mike in 1988 was exactly where I am now. It gives me hope that we all have the potential to reach where he is now. We are here, which Mike will tell you, is the first and the next step towards being there- where he is in the national spotlight. It’s that humanizing note that I’ll leave you with. If you don’t believe me, here’s Mike doing SuperSports (which is still one of the shows in CitrusTV’s sports department.)

As part of the advertising leadership series I attended Joanne Zaiac’s speech about the company of Digitas.  Mrs. Zaiac is the president of the New York branch of Digitas.  First she explained a little bit of what the Digitas Company is, highlighting how it is a top integrated brand agency with a digital core.  It has a global reach with over 3,000 people in 32 offices around the world.  Many of its clients are fortune 500 companies including: American Express, Delta Airlines, and Kraft.  Digitas is made up of three departments that are creative, media, and strategy.  All these departments come together to create people insight.  The Agencies mission statement is: creating active brands.

Mrs. Zaiac then went on to explain a little bit about what an active brand is.  Active brands: listen, engage with consumers, provide content, access, and information when people need it anytime and anywhere.  Active brands pursue a purpose threw clients such as Nike that are passionate about being fit and providing a product that enhances athletics.  Active brands also create value.  An example of this would be how people follow Pita Pit on twitter and receive special promotions.  They also seek participants, operate in the now, and stay forever young.  One specific example about how active brands operate in the now that Mrs. Zaiac gave that really stuck in my head was an example about downy softener.  Downy created a campaign that if you used downy your sheets would stay fresh for a week.  To prove it Digitas came up with an event for a comedian to live and sleep in a window display for a Macy’s department store in New York City.  After sleeping in the sheets for a week, they had the comedian testify if the sheets were indeed still fresh and they were.

Not only is Digitas one of the best advertising agencies in the world, but they are also one of the best to work for.  They have a culture club in every office; there are clubs to join, and even sports teams.  It was recognized as one of the top places to work 20 times in 2 years.  They have a work hard, play hard atmosphere.  They spend a lot of money on training, which the company feels is very important.  Community service is also for important to Digitas.  One day a year they shut down the entire office and go do a community service project together.  For example, last year they sent 600 people to East Harlem and promised the community a 12-hour makeover.

In closing, Mrs.Zaiac gave some key suggestions on how to break into the business.  They included: read the trades, take advantage of leadership opportunities, leverage your alumni network, create an online portfolio (for creative), and get as much exposure with media tools like Nielson.  DART.  DoubleClick etc (for media), and most importantly…PARTICIPATE – tweet. Use facebook, linkedin, download apps, form, opinions, be a researcher.

“Choose a job you LOVE, and you’ll never have to work a day in your life”

-Confucius

This is the promo for the Mike in the Window Campaign…

[youtube]http://www.youtube.com/watch?v=tlSwMZUzUnI&feature=related[/youtube]

President of the New York office of Digitas Advertising Agency, Joanne Zaiac spoke today as a member of the Newhouse Advertising Speaker Series.  In her presentation, Ms. Zaiac told the audience about her, and Digitas’, view on developing an advertising campaign.  She explained that advertising is not about reaching a target market, but engaging people enough to have them participate in a brand.  Whether with a facebook page, twitter, a smartphone app or a website, Digitas’ belief is that it is through mobile and social media that brands have the best chance of engaging consumers.

I think that this is very similar to some of the concepts that are used in storytelling.  In the same ways that storytellers want to engage viewers in their story to convey the most meaningful message possible, advertisers are also using the same techniques.  An innovative advertising agency, such as Digitas, is a great example of this approach to advertising.  Digitas’ approach to building a brand is what they called creating an “active brand”.  They wanted the brand to encourage people to become active, in any way.  This is because data shows that when people become active, a brand is engaging someone in an extremely personal way.  This is very similar to the lessons we learned about PSA’s and the emotional connections we hoped to make with an audience.

Joanne Zaiac’s presentation as a whole was extremely information and interesting.  Not only that, but it also incorporated many of the ideas that students are learning in COM 117.

Friday, April 1, 2011, I attended the Fashion Communications Milestone show, “Fashion Follows Form: Fashion and Diversity.” The show is a collaboration between Newhouse students and fashion students in the College of Visual and Performing Arts. I am considering in participating in the Fashion Communications Milestone, and I was really excited to see the partnership between the two schools in action.
The show took place in the lobby of Newhouse 1. The venue was packed; I had to stand with many other onlookers and watch the show from the fifth floor. The lights gleamed and the music blasted as models walked down the runway. I did not expect for the student designs to look so professional, I was highly impressed. There was a wide-ranging array of styles presented, most of which really embraced the spirit of diversity, which was what the show was all about.
Projected behind the models was a live Twitter feed that showed just how many people were at the show and how excited they were to be there. I would never have thought to project a Twitter feed at a show like this but it actually was a way to get the audience involved in what was going on, I thought that it was a really good idea. The Twitter feed definitely helped in tying together the communications and fashion aspects of the show.

Mike Tirico spoke at Newhouse last week; he has a lot of insight to offer about the television and radio industry, as well as helpful advice for starting a career. Mike gave plenty of tips for getting started in the industry that are invaluable. Newhouse certainly stresses the importance of internships and campus magazines and media, but Mike emphasized this point further. He explained that his internships and working at SU’s student-run radio station were the foundations for building the rest of his career. He stated that they are the only ways in which students can get real hands-on experience and figure out likes and dislikes about the industry.
Mike talked about how our generation is one that will be initiating a huge change in the communications industry. It is strange to think that we will remember life without social media, but be actively involved in its use, unlike much of the generations before and after us. He noted that information can be shared faster than ever before, and this is both a blessing and a curse. Many people today are constantly connected to Twitter, Facebook, or another form of social media. The twitter hashtag (#tirico) was even on display so members of the audience could Tweet throughout the presentation. More information is getting out to the public, but it is the job of those in the communications industry to ensure that the information is accurate.

From simply hearing Mike speak for an hour it is extremely clear how passionate he is about his job. Arguably the most inspiring point he made was that no matter what one’s occupation is, it is important to love it and be passionate. If there is no passion a job cannot be done well. A job is not work if it is something that you love; as Mike Tirico has done I aspire to one day find a job that is not work because I love doing it.

As almost everyone knows, Mike Tirico stopped by Newhouse to give a quick speech about his career, and then answer questions that students had.  I was in attendance, and I thought that it was a really awesome that Mr. Tirico would take time out of his busy schedule to come back to his alma mater.

I was really intrigued by the great use of twitter at the event.  The hashtag of #Tirico was on a board just off stage and everyone was encouraged to tweet during the event.  The tweets from the event were really great.  Mike embraced the concept even though he is not currently a member of the twitter community.  He instead said he is feeling out the concept and is surfing around the site before he decides to create an account.  I thought this was really interesting to hear a professionals view on Twitter.

I was also surprised to learn how much time Mike puts into his job.   He said that he puts in 50 hours of pre-game preparation before he goes on air for Monday Night Football.  I am personally not looking to go into broadcast journalism, but I think that his work ethic is something to look up to.  The more time you put in the more prepared you will be, and when you are prepared you can face any challenge that is presented.