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04.27.09
22squared organized a LIVE
streaming brainstorm to discuss
the issues...




              and everyone was invited.
ow it started...
            April 23rd               April 24th




                                  Our Response
TwitteRFP            Our Friend
The idea: A LIVE social brainstorm.
@jkretch (client) liked it...




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




        April 24th           April 25th
LIVE
At 1pm EST on Monday, the Brainstorm went




                         April 27th
We fielded questions from Chat and Twitter




    Listed as a top show on USTREAM


                                       200
                                   viewers
We got overwhelming participation and response




                                           hundreds
                                            of chats
We got overwhelming participation and response




                                        17 pages of
                                             tweets
The Client
Strategic
Issues Discussed
A strong source of current content...




      RAND THREAD
But no easily discernible




                                                       to bring it together.
David was nothing without Goliath...




                            who’s the enemy?
The


  ensationalism
           of Big Media
Fear and lack of initiative


              The comfort of voyeurism
                 The fear of expression
                      Not contributing
AKE REALITY


      Reality couldn’t be less real
Enough about the against,

What does Current stand for?
IN 2005




      Current TV set out to democratize TV
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.
?
 Cultural vs.   Citizen
Journalism    Journalism
And, when we...

                       We lost
                     participants
                     and viewers.




     Lower the bar
      to increase
     participation


                                    huh?
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.
So, where does




                 go now?
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?
?   Bigger Question:
    Should we lose participation all
    together and focus on really good
    content for a specific group of people?
UT
...risk being one of many Cable TV
stations that already do just that?
One thing is clear, living in the murky
middle is no good:
Unclear about value
About who we are
About why we matter
Go broader?           Go more niche?



     Or go niche to go broad?
IDEA:
Be the Culture Source
Other TV Networks




Current TV
Culture Source

                 Innovators   Early Adopters   Early Majority   Late Majority   Laggards
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?
Insight:
Reality has been bastardized
Authenticity has been lost
IDEA:
The REAL reality
Can Current TV be the most authentic source of reality?

Does that give our VC2 clarity of purpose and benefit?
Or is “reality” already too far gone to be
redefined?
Or is it Authentic/Transparent TV?
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
Whatever Current does, it has the
potential to make humanity better.
And we think our industry, including
22squared, is excited to see what’s next.
Current TV Live Brainstorm Recap
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

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Current TV Live Brainstorm Recap

  • 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
  • 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?
  • 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