Summary of the LIVE brainstorm hosted by 22squared for Current TV.

1. 04.27.09

2. 22squared organized a LIVE
streaming brainstorm to discuss
the issues...
and everyone was invited.

3. ow it started...
April 23rd April 24th
Our Response
TwitteRFP Our Friend

4. The idea: A LIVE social brainstorm.

5. @jkretch (client) liked it...
April 24th

6. We weren’t the only agency interested...
April 24th April 25th

7. LIVE
At 1pm EST on Monday, the Brainstorm went
April 27th

8. We fielded questions from Chat and Twitter
Listed as a top show on USTREAM
200
viewers

9. We got overwhelming participation and response
hundreds
of chats

10. We got overwhelming participation and response
17 pages of
tweets

11. The Client

12. Strategic
Issues Discussed

13. A strong source of current content...
RAND THREAD
But no easily discernible
to bring it together.

14. David was nothing without Goliath...
who’s the enemy?

15. The
ensationalism
of Big Media

16. Fear and lack of initiative
The comfort of voyeurism
The fear of expression
Not contributing

17. AKE REALITY
Reality couldn’t be less real

18. Enough about the against,
What does Current stand for?

19. IN 2005
Current TV set out to democratize TV

20. But they’re not getting credit for it...
While Current TV’s
coverage of the 2008
elections was more
participatory and
inclusive, CNN got the
credit for involving
people in the elections.

21. ?
Cultural vs. Citizen
Journalism Journalism

22. And, when we...
We lost
participants
and viewers.
Lower the bar
to increase
participation
huh?

23. Question:
Do viewers really care if the content is viewer
generated, as long as it’s good?
Maybe, maybe not, but it’s certainly a big part
of the Current TV di erence.

24. So, where does
go now?

25. Insight:
The Current experience is confusing and
benefit of participation isn’t clear...
How do I participate?
When should I participate?
Where do I fit?

26. ? Bigger Question:
Should we lose participation all
together and focus on really good
content for a specific group of people?

27. UT
...risk being one of many Cable TV
stations that already do just that?

28. One thing is clear, living in the murky
middle is no good:
Unclear about value
About who we are
About why we matter

29. Go broader? Go more niche?
Or go niche to go broad?

30. IDEA:
Be the Culture Source

31. Other TV Networks
Current TV
Culture Source
Innovators Early Adopters Early Majority Late Majority Laggards

32. IDEA:
The source for the fearless
for those not afraid of expressing themselves
and there opinions
for those not afraid to get a new perspective
but, does it clearly tie all of our disparate
programming together?

33. Insight:
Reality has been bastardized
Authenticity has been lost

34. IDEA:
The REAL reality
Can Current TV be the most authentic source of reality?
Does that give our VC2 clarity of purpose and benefit?

35. Or is “reality” already too far gone to be
redefined?

36. Or is it Authentic/Transparent TV?

37. Or is it Authentic/Transparent TV?
A Cultural Wake Up Call
A call to stop polluting your minds
To question what’s behind the curtain
To appreciate transparency

38. Whatever Current does, it has the
potential to make humanity better.

39. And we think our industry, including
22squared, is excited to see what’s next.

41. About 22squared
22squared, one of the largest independent, privately-owned advertising agencies (we
use the term loosely) in the U.S. We provide strategic and creative advertising services
across multiple business verticals. O ering an empirical approach to building brand
advocacy called the Friendship Model, we specialize in communications that drive
business growth by building strong relationships with customers. The number 22squared
represents the exponential power of brand advocacy as well as the average number of
friends a person makes throughout his or her life. 22squared is located in Atlanta, GA and
Tampa, FL. For more information, visit 22squared.com.
Created by : Brandon Murphy | brandon.murphy@22squared.com
Gri n Farley | gri n.farley@22squared.com