Your Story. Your Data. Your Property.

“That is amazing!”

A visceral reaction to a conversation I had about 6 months ago.

I have been friends with Richie Etwaru and Michael DePalma for years.

Michael and Richie in front of my Alma Mater, Syracuse University. 

We’ve done TEDx talks and worked together on some personal ventures, but most importantly we are friends and collective fans.

There are few people I know who get my brain working faster than these two. And I always love the dialogue and intellectual stimulation.

The idea behind Hu-manity.co did not disappoint.

It is one of those ideas that strikes you over and over again in waves. With each wave adding more and more depth, simultaneously raising deeper global implications.

Doing Good and Doing Well.
The leaders of Hu-manity.co and internet backpack company Imcon International discuss their partnership during a Mad Bear shoot.

The question posed:

What if all people on the planet owned the data they produce as their property?

Michael and I talking during the shoot in Washington, D.C.

Makes sense. You own other things you produce, like your ideas, inventions, art, writings and beyond. So, why shouldn’t you also own your data; especially since every day you create data from your spending habits to your medical history to your geospatial data to your energy consumption, etc…

“But hold on,” I said, “no one is selling my health records, that is protected by HIPAA.”

Wrong.

Richie and Michael explained, every time you have a lab test, fill a prescription, have a procedure; you are creating a new data point. And, then your health records are de-identified (name and some simple info about you as a person are removed) and the record is sold on an open market estimated to be worth about $67 Billion a year. And, that is only the market size for health records, the general data market is currently estimated between $150-200B annually.

Imcon’s technology at work. See the guy in the upper righthand corner? He’s able to Skype with us from a remote location in Africa. Why is this so awesome?  Check out the video below. 

It was then that the concept hit me like a ton of bricks. What if I had a say?

Right now, I have no control of where my records may go. What research or marketing services my records might support. And, I certainly receive no money or compensation for any of my data that is sold.

The next step is really what got my mind spinning:

What if everyone with a digital presence had this level of control? What would this new individual centric data economy mean to the world and business at large?

This video highlights the perfect partnership between Hu-manity.co and Imcon International.

That is the concept behind the #My31 movement.

People can download the app (now available for Android and iPhone) and claim their data as their property. They will even receive a digital title for their data (just like you receive a title for your car or house). Then in the app, people can decide how, where and if their data is used. These choices are recorded immutably on a blockchain which adds trust and transparency. Then once enough people sign up, the company would be able to offer businesses access to explicitly consented data which is more valuable because it can be verified to be true. Plus, if someone chooses to support cancer research (for example), it is possible to share more information than is currently provided to researchers. This way the individual would be able to claim a larger percentage of the profits while allowing pharmaceutical companies to bring cures to market faster, with less cost with drugs that do more good. Win-win!

Simply put, you’ve heard of Fair Trade Coffee? This is Fair Trade Data.

Now you can see what I meant, the more you think about the concept the deeper the global implications.

So why call it the #My31 Movement?

Right now, there are 30 human rights that were enacted by the United Nations in 1948. These human rights were created looking at mistakes of the past but they really do not adequately cover our digital world. Property ownership of your personal data would be human right number 31. So that is where we ended up with #My31.

So yes, I have jumped on board and have been a (Hu)-manitarian ever since. In the process, Mad Bear has signed on to become the Official Video Marketing Company of the 31st Human Right. Something I am immensely proud of…

The idea has a life of its own and so far reaction to the idea has been nothing short of amazing.

I could go on to talk about IBM and other partnerships that have been developed. I could talk about the true uniqueness of the app both in design and function. I could talk about the doors that have opened like an invitation to speak at the UN Internet Governance Forum in Paris this November. And I definitely could go on to talk about what the concept could mean for the world if everyone had the ability to passively generate income through their data, let alone what this will mean going forward into future as our data sets grow exponentially.

Some people talk about data being the currency of the future and while I do not disagree with this concept, I think it falls short of the true impact of what it means and the opportunities the world is presented with once the value of data is embraced by an ever growing digital world.

One day, you could put a down payment on a house with your data or in the very least buy a set of golf clubs with it. Perhaps your data will be considered part of your estate and will be giving it to your kids because it has such value. Or perhaps the passive income generated from data could be used to fund a universal basic income and solve aspects of poverty.

I invite you to explore the concept on your own and see if it has as profound an impact on you as it has had on me.

And this is no longer just an idea I heard from my two friends Richie and Michael. It is all in the process of actually happening.

I truly believe the world is a better place if people own their data as their property.

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About the Author: Glenn Zimmerman

Glenn has what is best described as “Superhero Syndrome.” His affliction began as a child and has progressed with age.

He got into extreme skiing and extreme sports before they were a thing because every superhero should try flying at least once.

While at Boston University, it was his desire to save the day that brought him to Post- Soviet Russia where he explored the emerging homeless population.

His Syndrome brought him to journalism school at Syracuse University to get his MS in Mass Communications. He later became an award winning reporter with the number one station in Detroit (WXYZ-TV) and with NBC’s flagship station in New York (WNBC- TV).

And, it was the reason he formed the video agency Mad Bear Productions.

With Mad Bear, he harnesses the power of story to help business, non-profits and events engage with their target audience. Video is his tool and he wields it mightily.

Glenn is a sought after speaker on video engagement and mass media. It is all part of his quest to help save the day, one story at a time.

Video Trends for 2018

As we move full speed ahead into 2018, the world of video marketing is not slowing down. In fact, with one more year of technological innovation and creativity behind the camera, the world is in for more captivating content in the year ahead. From virtual reality and 360 and everything in between, marketers are getting immersive and uber creative with their content.

VR/360 VIDEO MARKETING

Virtual reality and 360 video  really started to gain traction in 2017 with more and more industries recognizing the power of an immersive experience for consumers. In 2018 look for this trend to continue it’s skyrocketing ways. Industries like Education will be spending more on Virtual technology. Travel & Tourism are going to be investing more in 360 and VR, allowing travelers to explore locations before booking vacations.

Between 360 and VR, 360 may have a bit of an edge. Like our videos below, with 360 degree video content, the consumer can control their perspective with a VR headset *or simply with a computer or smartphone screen’s browser control.

 

 

Branded Content

The concept of Branded Content isn’t new. But you are going to see A LOT more of it in the year ahead. Customers generally don’t like to be told, “do this” or “buy this”. They like to make decisions for themselves, and of course, they like to be entertained and told stories. Branded content first and foremost entertains and informs. When done well, branded content hits customers emotionally through humor, passion, drama, and/or intrigue. Branded video content works so well because it doesn’t sell the product, it sells the “concept.” It focuses on the story on the story and the execution of that story instead of the product. Adknowledge wanted to raise awareness about its product at an event without being “selly.” So we created an experience. You can watch it below.

 

Live Streaming

Live streaming will continue its explosive rise in popularity. You could make the argument that  dominated 2017; about 80 percent of consumers would rather watch a live video from a brand than read a blog, and 82 percent would prefer live video to written social media updates. According to Yahoo’s “Tune In To The Live Video Opportunity”  report (albeit from 2016 it’s very relevant), online viewers are drawn to the feeling of excitement, immediacy and connection live streaming offers. The expansion of live streaming to all sectors of business is inevitable and 2018 will see live streaming becoming more commonplace in businesses’ social media marketing campaigns.

The Importance of Video in 2018

In 2018, consumers won’t just want to watch. They’re ready to jump through the screen. It will be fascinating to see where the creative minds in marketing take video in 2018 with the unprecedented combination of new technology and the rapid consumer acceptance of new trends.

If you want 2018 to be the year that your product takes off, you and your team will need to set yourselves apart from the masses of competing products with a new and compelling video marketing strategy that makes your customers want to buy and keeps their attention engaged. While you’re planning your marketing engagement strategy for the year, consider including one or more of these trends into your video creation that are sure to take off in 2018.

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About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.

 

The Gift of Video. It’s the Gift That Keeps on Giving.

Some of the best stories and memories are created during the holidays. So it’s only fitting that our Team of Storytellers take a moment to reflect on all the ways in which life has been particularly kind to us. We love giving the gift of video.

It is 100% the gift that keeps on giving. Read on… and you might just agree!

Video Boosts Conversions and Sales

First things first. We love using videos to help businesses make some serious money. And who isn’t thankful for that? Research shows that nearly 75% of users who watched an explainer-video about a product ended up buying it. Not only that, but video shows great ROI,  video builds trust, it’s mobile friendly and it’s engaging. So what are you waiting for!  In the video below Mad Bear’s CEO, Glenn Zimmerman, tells us exactly how thankful video can make all of us.

Immersive Experiences

If you’ve experienced virtual reality and/or 360 video then you already know why we are thankful for them. Virtual reality and 360 technology have changed the meaning of experiential.  It’s not just about travel anymore. Virtual reality and 360 video can and have become the tickets to success for businesses and education. Let’s face it. It’s all about the experience and it doesn’t get much better than an immersive one. You can experience our recent VR project with Busch Gardens of Tampa Bay and Visit Tampa Bay. It was recently picked up by VeeR, a Global Virtual Reality platform, and the video earned the most views for the month of October on the entire platform.

Interactivity and Connection

We’re thankful for the emotional and interactive nature of video. It’s not just about consumption. Think about it more often than not, you’re conferencing, FaceTime-ing, or reacting in real-time to a live video feed. We are all so much more connected. Any time you’re able to make a connection that’s a great thing. These trends then amount to converting viewers from passive consumers, to active participants. Videos prompt people to take action.

Emotion

Video has the power to engage and delight viewers like no other medium. It can put a smile on your face, or a tear in your eye. We are thankful for the ability to touch emotions in our viewers. People remember what they feel. Our Team takes pride in that. We know that an emotional response to a video makes you memorable. And when you’re memorable you’re successful. See and just like that- now you are thankful too. We recently produced a longer-form video for Habitat for Humanity that strikes a range of emotions. Check it out below.

Anticipation

What is better than the thrill of the unknown? Video has progressed so far in such a short amount of time. It’s changing at every step of the production process. At Mad Bear Productions we’re thankful for the idea and promise of what might come next as it’s an opportunity to better tell YOUR story. From our Team to yours, have a very safe and happy Holiday season!

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About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.


The Power of the Preview

They can be the source of angst, excitement, irritation or joy. In no more than two minutes, previews have the ability to make us feel an array of emotions. Video marketers  can learn a lot from a preview.

We are going to use the “Game of Thrones” as an example because our Team at Mad Bear is a big fan. The season trailers are fantastic. Sometimes – as is often the case with movie trailers- the preview is sometimes much better than the show/movie itself.  What do you mean we have to wait a year???

There is big money invested in network television and movies. Much of the success of series or a film, hinges on the handful of 1 to 2- minute movie trailers that promote them. Whenever an industry pours millions into making brief video snapshots as entertaining and persuasive as possible, we’re interested, and we think you should be too.

With that said, here are 3 things we can all learn from previews and trailers.

Make them Feel Something! Maybe its excitement, longing, sadness, desire, camaraderie – what ever it is that drives your point home — make it happen in your video. Figure out how to break down your brand narrative into a mini-story. Are you saving the world by saving customers’ time or money? Are you skyrocketing end-users to career-stardom because of how good they’ll look after buying from you? Or do you want them to feel a thrill so great that they’ll have to go and experience it for themselves? (like in the video below) Our Behind the Scenes Virtual Reality shoot gives viewers just enough of a taste of what they could go and experience for themselves to encourage them to try this new technology. Regardless if they’ve never tried VR before or if they are comfortable in a 360 world, they will be inclined to explore.

Hook ’em! Good trailers don’t open with a whimper—they start with a growl. Suspense-filled music, fog, a curious piece of dialog to spark curiosity. Do the same with your marketing videos, and do it fast. Because unlike a movie theater, marketing videos do NOT have a captive audience. If  your goal is to increase membership to an organization, think about your audience and the type of pace that appeals to them. For the the video below, our Team created a quick sizzle reel for the American Marketing Association of Tampa Bay. So we went with fast-paced and energizing.

Create Anticipation! The goal is to have viewers take action after they watch your video. A trailer hasn’t done its job if you don’t want to actually see the movie afterward. Your marketing video should similarly leave out the best part while hinting at the grand finale. Our goal in the video below was to remind families to sign up for camp and if your daughter has never been to a Girl Scout camp… the video implies “she is missing out”. You could even take it a step further and instead of waiting for your viewer to hopefully buy from you later on, capitalize with a CTA or lead form within the video itself. Any viewer who has made it that far is clearly qualified and interested and it’s time to move them forward in the epic drama of their customer journey!

Marketing lessons are everywhere. Video trailers are all about giving the audience a brief introduction to the ‘product.’ They rely on being short, relevant and engaging. And they combine voice, movement, sound and design to create an audio-visual experience which, if executed correctly, leave the viewer absolutely needing to find out more. Sounds familiar, huh?

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About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.

In Video We Trust for Sales

As a salesperson, no matter how long your sales cycle, one of the most important things that you need to build with your buyer is trust. You could argue that getting a deal done without trust is next to impossible. If someone doesn’t trust that you have their best intentions in mind, that you can help them solve their challenges, and that you are an expert in your field, they will not buy from you. Period.

As buyers become more sophisticated and well-researched, maintaining trust throughout your sales funnel is more important than ever. Spammy tactics can kill your credibility and it is nearly impossible to recover from that first impression. The bottom line here is this: modern buyers have higher expectations of the customer experience – they want salespeople to focus on adding value and being helpful.

Leveraging video in your sales process is a game-changing way to build trust, establish authenticity, and strengthen relationships with your buyers and prospects.

Like any relationship you have to start slow.  With a prospect, as opposed to a repeat customer, perhaps you start with social. Maybe connecting on LinkedIn, liking some content and commenting on things. And then your next step, rather than sending an email, imagine the impression a personalized video would make? It would be memorable. And that’s what you want.

Experienced buyers can smell insincerity from their inbox. That’s why our Team often recommends using real employees and no script in order to build that trust.

We call this process “back scripting” because you are really editing back to a script. When done right, you will have multiple ways of creating the “script” however with real, sincere and genuine reactions vs. canned and robotic communications.

You may be thinking: “My buyers are old-school – sending them videos will freak them out or make them feel uncomfortable. This medium won’t resonate with them.” Trust us – if you focus on being thoughtful, adding value and going the extra mile to personalize your content, the responses will be overwhelmingly positive no matter who your buyer is.

Have questions on anything we’ve shared above? Please share in the comments – we’d love to hear your feedback.

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About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.

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