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Inside the Scene-Stealing 3-D Technology

January 29th, 2010 | No Comments | Posted in Uncategorized

AvatarJames Cameron is stubborn. He decided nearly a decade ago to film his humans-versus-aliens sci-fi adventure Avatar in 3-D, but he refused to start production until technology could convince the viewer that he or she could step through the screen and pick up a bow alongside the Na’vi, the film’s 10-foot-tall, blue, cat-faced alien protagonists.

To give scenes realistic depth, Cameron, who brought a computer-generated liquid-metal T-1000 to life in Terminator 2, and camera whizzes Vince Pace and Patrick Campbell built the Pace/Cameron Fusion Camera System to capture images the same way as a human eye does. Cameron then used a virtual camera to walk—or fly—around in the virtual world to record any shot of the Na’vi that he wanted and combined that with the real-life footage. Here, a guide to making the most convincing 3-D film yet
buildstageHow James Camerson Made a Truly Lifelike 3-D Movie

1. Build the Stage
An array of 72 to 96 cameras, depending on the size of the set, hang around the perimeter of a sound stage and are configured in a grid. Later, a computer replaces the studio walls, floor and ceiling with digitally rendered three-dimensional environments and structures. The grid is also marked on the floor to provide reference within this virtual world.

2. Capture Motion
Actors, weapons and props marked with reflective dots move around the stage while the camera grid tracks only the dots. A computer records the dots’ movement, triangulates their location, and assembles these data points into wire-frame skeletons that in Avatar will be “dressed” with computer-generated Na’vi bodies.
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3. Shoot in 3-D
Capture Motion: Courtesy Mark Fellman/Twentieth Century Fox
Next Cameron films the flesh-and-blood characters in 3-D so that they will look at home alongside the Na’vi in the virtual 3-D world. Older 3-D tech used two cameras mounted side by side to create a left eye/right eye effect. Because of their bulk, those cameras were placed far apart and could shoot only straight ahead. The Fusion Camera System has two cameras, but by using small high-definition digital image sensors, the lenses can sit closer together than your pupils. The line of sight of the lenses is adjustable so that, during a shot, they can be angled closer together to focus on nearby objects, or farther apart for those in the distance, just as your eyes do. The system combines the images into a single image with realistic depth.
4. Climb into the Movie
After a computer inserts the motion-capture performances into the digital environment, Cameron carries a virtual camera—an LCD display with buttons and grips similar to a videogame controller—onto the set. As he moves, radio and optical detectors track the camera’s location and relay it to computers offstage, which render the virtual world as viewed from that vantage and send it to the tablet. This allows Cameron to walk through the virtual action to record any shot he wants—he can even set the vantage point to take shots that would require a crane or helicopter. Later, the 3-D footage of human characters can be added to these scenes.

5. Watch It
At RealD 3-D shows, a projector alternately displays the left-eye and right-eye images, each in an oppositely circular polarized direction, 144 times per second. Polarized glasses ensure that each eye sees only the image meant for it.
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Science Advisers are Annoying:
Technology, Feature, 3-D, Avatar, cgi, high-definition, interviews, James Cameron, January 2010, movies
I have just enough of a science background to get me in trouble. When I’m writing, I’m thinking: What can cause a mountain to float? Well, if it was made out of an almost-pure room-temperature superconductor material, and it was in a powerful magnetic field, it would self-levitate. This has actually been demonstrated on a very small scale with very strong magnetic fields. Then my scientists said, “You’ll need magnetic fields that are so powerful that they would rip the hemoglobin out of your blood.” So I said, “Well, we’re not showing that, so we may just have to diverge a little bit from what’s possible in the physical universe to tell our story.”

But Sometimes Scientists are Useful:
I wanted to put Pandora in the Alpha Centauri star system, but we haven’t found any large planets there. One of my astrophysicists said, “Well, if a planet’s ecliptic was inclined at 60 degrees to our line of sight, then the Doppler method would not work because the planet would perturb [the star] Alpha Centauri A or B on a different axis, and so we wouldn’t be able to see it. You wouldn’t be able to see it using the transit method, either.” So there might be planets there. But you can only have stable orbits out to about 230 million miles from Alpha Centauri A, so your planets have to be close in, blah blah blah. So we went through the steps of creating two possible solar systems there, because it’s a binary star, and gussied it up with technical research.

Audiences Will Like it Anyway:
My goal was to tell an epic story with visual power and to impress the crap out of the audience, like my goal is every time I make a movie. When it comes to the science behind the camera, what it took to produce the images—I think the viewer likes the idea that they’re being shown something new, but I don’t think they really care how you did it. I mean, I’m happy to talk about it, but I don’t think it sells the damn ticket.

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Video:Amazing Kids!

January 29th, 2010 | No Comments | Posted in Videos & Media

3 Ways Tradespeople Can Use Social Media To Boost Credibility and Business

January 28th, 2010 | No Comments | Posted in Social Media

I’m always trying to give manufacturers ideas on how to reach the professional tradesman by using social media. I’ve asked a friend of mine and fellow B-to-B  blogger Nicky Jameson to offer her comments and insights on how the tradespeople can utilize social to build their business. I think you will enjoy her comments in this 2-part series. Enjoy.

Many tradespeople feel they don’t really need to have anything to do with social media. Perhaps because their business comes mostly through referrals, or they don’t see immediate value in social media, or they feel it may take up too much time and they need to be out getting new business. And many tradespeople feel intimidated by social media.

Getting business is important and should never take a back seat to your marketing activities. Social media tools are exactly that – tools. However social media is an opportunity you don’t want to miss because it can actually help you target local business more effectively. More importantly, it can help establish you as a trusted person to do business with. Trust, engagement and relationships are the building blocks of business – and social media.

If you’re a tradesperson, you rely on word of mouth to spread the word about your business and services. Did you know social media can help you take this to a new level?

Here are 3 ways Tradespeople can use social media to benefit their customers and business:

1. Use social media to establish trust with consumers

Did you know that one of the top concerns consumers have with regard to allowing tradespeople into their homes is trust? Put yourselves in your customer’s shoes for a moment. As a customer, you’re alone in an emergency. You need a plumber or an electrician… or another tradesperson to fix something you can’t do yourself. You’ve never met the tradesperson, yet there you are about to let a complete stranger into your home for an unspecified time. Most people are uncomfortable about allowing strangers into their homes at any time and they usually have no way of knowing who’s trustworthy and who isn’t.

According to Hattie Hasan of UK plumbing company Stopcocks, trust has never been more important and consumers are becoming increasingly cautious when hiring tradespeople. They also want to ensure they spend their money wisely… on jobs well done.

When you join a social network that operates on a trust basis with other tradespeople, it helps you establish trust with consumers. When they search for you online and see you are in a trust-based social network, it helps build confidence in potential customers.

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7 Ideas For Social Media And Business

January 28th, 2010 | No Comments | Posted in Social Media

Valeria Maltoni over at Conversation Agent has invited me to contribute to a string of posts dedicated to businesses measuring the ROI and success from social media efforts. If you haven’t already you should check out Valeria’s site - I think much of my audience would find her content very useful and engaging!

I’ve been asked my thoughts on companies measuring social media efforts many times. In fact, I’ve gone through the process of justifying the effort and definitely have a strong opinion. If you’re a marketing manager wanting to jump into social media, but your superiors are hesitant to give budget for the effort, you really need to think out how to position the medium.

I don’t think you can put a dollar figure on social media to prove ROI. You’ll have a hard time showing what the revenue increases were from your blogging or other social media efforts. The medium has not advanced far enough for that. I also don’t think that the medium is wide-spread enough that you can justify ROI with only subscriber count and number of comments. Many senior executives wouldn’t know what an RSS subscriber even means.

With that said, I think this is a very viable form of corporate marketing and there are a number of ways the medium can be sold up the chain and measured throughout the year:

  • Don’t Isolate Social Media: Position social media as a component of your overall marketing plan. If you engage in print advertising, you’re used to making the case that print advertising is a branding component that is used to support your overall marketing messaging. Like social media, the ROI from print advertising is very hard to measure. Social Media should be one medium you’re using among many in your communication with your audience and customers.
  • Sales Tool: When is the last time you created a brochure and were asked to measure the ROI from that effort? You created the brochure to support the overall success of a product or service. The brochure helped to position and describe your product development effort. Blogging as a social media medium could be considered along the same lines. With every piece of content we create for our company blog, we make sure our sales people are aware they can share that content with interested customers. It essentially becomes a unique and innovative tool they can use to spread the word. As long as you’re providing useful content for your audience, they’ll appreciate your effort and most likely visit again.
  • Feedback: We’re also finding success in using blogging as a method for gathering customer feedback through surveys, new product ideas and product feedback forms. Social media is supposed to be a conversation, correct? Well, treat it as such and allow your audience to participate in the future of your products. We’ve already received valuable feedback that rivals that of an individual order placed.
  • Promote Realistic Expectations: I think many marketers who are into social media and blogging are a bit misguided as to the affect blogging will have on marketing efforts. In the marketing blog community, you can start a blog, link out to 50 other bloggers in your first week and pick up traffic and subscribers that are fun to measure. Not all niches have that opportunity. Many communities lack a large enough niche in which to socialize. What then? I encourage people in less sociable niches not to pump the benefits of thousands of subscribers, millions of page views, or hundreds of comments. It could take years to develop that following in some online communities as the medium matures. Focus less on expected statistics and more on how social media will be integrated with the rest of your product marketing efforts.
  • Multipurpose Content: As a small business marketing manager, it’s always music to my ears when someone says that we can use content we’ve created for multiple purposes. If you’re blogging, you should be creating valuable content. Have you thought about using portions of that content for an eNewsletter creation or the beginning of a white paper? Make sure you have a plan to have multiple purposes for your efforts.
  • Go Find Your Customer: One easy case I was able to make for blogging was the ability for our company to more easily go meet our audience where they begin most online searches that lead to our website - Google. Most of our website traffic originates on Google so it only makes sense for us to continue our efforts to get in their search results. Blogging platforms are very solid ways to optimize content for search engines - especially if you’re updating often and using the right methods.
  • Stats: I know, I know - stats are important. I just didn’t want them to be the focus of this post because not all social media efforts should be measured with analytics. Believe me, I do follow our stats, but I pay more attention to subscribers, comments, and from where the visits originate. These are important statistics to gauge how well your audience is receiving your content.

In two years, I’ll guarantee that there will be measurements in place that prove ROI from businesses engaging in social media. This method of conversing with your audience is growing by the day. But right now we need to focus on social media as a tool in our marketing toolbox that supports all the other tools we’re using in our marketing plans.

I’m supposed to tag some people to also contribute to this conversation, but there are so many people I’d like to hear from that I don’t know where I’d begin. For starters I’d like to see what Marty, Matt, Pat and Stoney have to say. But, if you have opinions and want to chime in, please do - and send me the link to your post and I’ll add it this one.

Reader Responses:

  • Measuring ROI on social media investments (Francois Gossieaux - Emergence Marketing)
  • Social Media Measurement (Tom O’Brien - A Human Voice)

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How Social Media is Changing the 2010 Grammys

January 28th, 2010 | No Comments | Posted in Social Media

How Social Media is Changing the 2010 Grammys

On Sunday January 31, 2010, the 52nd Annual Grammy Awards will air live on CBS. Mashable founder Pete Cashmore will be at the ceremony (lucky dog!) but even for those of us watching at home, the Recording Academy has taken great strides to make this year’s ceremony more interactive and fan-centric than ever before.

The Academy has also embraced social media for the 2010 Grammys, big time. We had a chance to talk to the RA about the move toward social media, the challenges associated with the transition and the response from the fans, artists and other Academy members.


Why Social Media, Why Now


The Recording Academy — which was founded in 1957 and is dedicated to improving the quality of life and the cultural condition for music and the people who make it — is your typical well established organization that is reticent to change. For instance, an award for Best Rap Album wasn’t even added to the Grammy ceremony until 1996 (a Best Rap Performance award was first issued in 1989, the Academy’s first official recognition of the genre). If it can take that long to fully recognize one of the most popular music genres (Best Rap Song wasn’t awarded until 2004), you can imagine how difficult it would be for the organization to embrace social media.

Social media introduces an entire paradigm shift into how the Academy can both connect with music lovers and with how its message is consumed and presented. That said, the Academy is aware that the paradigm shift is happening, not just to the industry, but to our culture as a whole. In order to stay relevant and connected, the Academy would have to embrace this new way of communicating. I spoke with Evan Greene, the Chief Marketing Officer of the Recording Academy about how the Grammys are embracing social media this year and how and why that decision was made.

Evan told me that the Academy established a social media task force in 2008 and did a lot of outreach in 2009, basically assessing the climate, the places where the fans were spending their time, and evaluating the decision to jump in full force. Evan made it very clear that the Academy didn’t want to just haphazardly get involved, if the organization was going to do social media, it was going to do it correctly.


Biggest Challenges


When I asked Evan what the most challenging aspect of adopting a social media strategy was, he told me that it was making the decision to actually embrace social media at all. He explained that the Academy has always tried to manage and keep very careful control over its message and brand. By embracing social media, that means giving up that control. Because while the Academy can connect directly with fans, fans can also connect back. That means accepting criticism and engaging in a discussion in a public way, something that just isn’t the norm for the Academy.

I was struck by just how common this fear is, not just with older and more established brands, but even with smaller and newer companies. Social media does inherently mean that you are giving up the ability to centrally control the message. However, what is interesting is that the companies that embrace and accept that grain of truth are usually those that are most successful with social media.

After making the decision to fully engage, Grammy.com was completely rebuilt and official presences were made on Twitter (@theGrammys), Facebook () and YouTube (). Interaction and fan-generated content from these platforms and others all contributed to what has become the centerpiece for the Grammys 2010 campaign: We’re All Fans.


We’re All Fans


Fans are the core of popular music. And unlike industry executives (and sometimes even the artists themselves), fans are often the first to embrace new technologies and social networks to share and remix content by their favorites artists. So with that in mind, TBWAChiatDay, the agency of record for the Grammy awards, created a multi-format multimedia campaign related to Grammy-nominated artists, curated entirely from fan-generated content.

If you visit WereAllFans.com, you’ll see portraits of some of the nominated artists composed entirely of real-time content from Twitter (), Flickr (), Facebook and YouTube. The content is refreshed and fed in and users can click on aspects of the content to view or play it back all on the page. It’s a pretty cool way to show stuff off.

Also cool is the television campaign for We’re All Fans. Comprised of YouTube performances that real fans made covering the nominated artist’s song. Not only is it a cool visualization of the campaign, but for the fans that made those videos themselves, it must be amazing to see something you made and created airing on CBS and on the Internet for the whole world to see. To be clear, these weren’t performances done specifically for an advertising spot, this was a clip composed of stuff that real fans made just because they’re fans and they wanted to share their respective talents on YouTube.

The first spot was for Lady Gaga, who has an extremely active social media following, check it out:
After less than three weeks it has gathered more than 1.1 million views and is currently the 19th most viewed video in the music category for the month of January on YouTube.


Artist Feedback


At this point, most major music artists are embracing social media to some extent, be it Facebook, Twitter, MySpace (), or personal blogs. Connecting directly with fans is extremely valuable, especially in an area like music that is such an inherently collective experience. To that end, the artists themselves have taken the lead on some of the promotions for the campaign.

Lady Gaga tweeted a link to her “We’re All Fans” video as soon as it went live (a day before it first aired on CBS) and embedded it on both her official website and her YouTube channel. Likewise, Beyonce () has also embedded her spot on her official website.


Fan Feedback


Fans, especially those featured in some of the TV spots, have responded really positively to the campaign — as you would expect. However, an interesting component to the We’re All Fans website is the FanBuzz Visualizer.

The visualizer (embedded at the right) is powered by Visible Technologies and it is a real-time visualization of fan activity across the web. Basically the widget (which is interactive — feel free to play with it and move it around) searches various social channels for comments, conversations and mentions of Grammy-nominated artists. This is then aggregated and you can see who has the most mentions within a certain window or overall.

Real-time visualizations are still new enough to be unique in and of itself, but what we find really interesting is that the information is available and shareable. For observers, this is insight into the online popularity of some of the nominated artists, for fans, it might be a way to push engagement.


The Awards


The Grammy Awards themselves will not be broadcast online (that’s a decision that is as much in the hands of CBS as it is The Recording Academy), but the Academy is making a conscious effort to keep fans engaged online before and during the show.

For 72-hours before the Grammy Awards air on CBS, Grammy.com will be streaming live performances on its website that are ancillary to the awards themselves. Plus, the now almost normative tradition of online red-carpet streamings will take place. During the themselves, Grammy.com will feature backstage interviews with winning artists, which is pretty cool. Even if Grammy isn’t ready to embrace online streaming of the award ceremony, they are at least aware that fans are likely to be online Tweeting or posting to Facebook during the broadcast. That’s a start.


The Future


When I asked Evan about the Academy’s plans for the future, he made it clear that social media is something the RA intends to continue to invest in. Internally the organization has been pleased with the results of the campaign and of the actual consequences of embracing social media. Fears about not being able to control the message seem to be largely assuaged when caution is thrown to the wind and engagement actually takes place.

True engagement is a major component of any successful social media endeavor. If the Recording Academy continues to embrace the shifting realities and engage with fans, the net result just might be that viewers and fans take a more active interest in the Grammy Awards.

What do you think about how established organizations are embracing social media? What do you think of the “We’re All Fans” campaign? Let us know!

Disclosure: Mashable’s Pete Cashmore, Twitter’s Ev Williams and Biz Stone, MySpace’s Owen Van Natta and other notable social media influencers will attend the Social Media Rockstars panel this week, discussing the intersection of social media and music. Execs from all the companies will also attend the Grammys.

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What Social Followers Want

January 22nd, 2010 | No Comments | Posted in Social Media

Brand marketers want consumers to follow them to build buzz and engagement, but social media users often desire something in return. What they’ve come to expect is a good deal, but many consumers—including the most active users of social sites—are also interested in deeper engagement.

A December 2009 MarketingSherpa survey indicated that learning about specials and sales was the top motivation of those who friended or followed a brand online, supporting the results of earlier surveys. But looking for savings was followed closely by learning about new products, features or services.

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Users described as “max connectors”—those with at least 500 social connections—were less interested than average in getting deals. Instead, they cared about new products and company culture, demonstrating the deeper engagement expected by social media power users.

An earlier study, by Razorfish, also found that exclusive deals and offers were the primary motivation of US Internet users following brands on Twitter.

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Respondents who friended a brand on Facebook or MySpace responded similarly, though they were more likely to become a fan because they were a current customer (32.9%) than were users of Twitter.

Sharing interesting content that users care about, along with the deals and discounts they have come to expect, will both keep them engaged and spur them to pass along marketing messages.

By: eMarketer Inc.
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