Tag: deep focus

Mediapocalypse! Ian Schafer of Deep Focus to Explore Platforms’ Leverage Over Media

Posted on by Tyler Becker

Platforms such as Facebook, Pinterest, Snapchat, and Twitter are up-ending the media business. But will that end up killing it in the process? Publishers and advertisers, content producers and creators, advertisers and agencies are all dealing with the repercussions of distributed media models. But, can the business we’re in as-we-know-it survive the amount of change necessary?

Ian Schafer, the Founder and Chairman of Deep Focus, along with Ricky Van Veen (College Humor and IAC Executive) and Lisa Weinstein (President of Global Digital, Data and Analytics at Starcom Media Group) will explore the (possible) end of times in media, publishing, and everything in-between.

Join us at SMW New York for this session, “Mediapocalypse! Are Platforms Killing The Business Of Media And Advertising? And Why Won’t Anyone Talk About It?” taking place on Tuesday, February 23rd at 2:30pm on the FWD Stage at The TimesCenter.

★ Register today by purchasing your pass ★

About Ian Schafer

Ian Schafer has been at the forefront of advertising since 1997. A trailblazer who saw the potential of digital and the opportunities it offered for advertising, Ian founded Deep Focus in 2002. The award-winning global agency is lauded for its expertise and excellence in digitally led creative execution and media strategy, innovative agency operational models and consumer insights that drive engaging, value-driven experiences. Ian previously served as Vice President of New Media at Disney’s Miramax Films.

In 2007, he was named an Advertising Age Media Maven and in 2009, he was included on the list of Adweek’s Young Ones. Recognized by the Shorty Awards as Best CEO with a Social Media Presence, Ian is known for his unique perspective on everything from new technology and shifts in consumer culture and media consumption to traditional marketing and advertising. (via Deep Focus).

View The Initial Program Of Events for SMW New York

Social Media Week New York, now in it’s 8th year, brings together thousands of professionals in marketing, media and technology. We’re excited to announce the initial schedule and speaker lineup for SMW New York, which takes place this February 22-26.

Join us across our two official venues, and hear from organizations such as Ogilvy, Starcom MediaVest, MRY, Forbes, Mashable, MTV, The Economist, GE, Pinterest, Facebook, Snapchat, Twitter, Spotify and many more!

Register for SMW New York

If you’d like to hear from visionary speakers, and join the thousands of attendees that come to Social Media Week in New York each year, register today by purchasing your pass. You can also save 20% until January 14th!

Image Credit: about.me/ian

Starcom Media Group’s Lisa Weinstein Joins #SMWNYC to Examine the New Age of Publishers and Advertisers

Posted on by Tyler Becker

Platforms such as Facebook, Pinterest, Snapchat, and Twitter are up-ending the media business. But will that end up killing it in the process? Publishers and advertisers, content producers and creators, advertisers and agencies are all dealing with the repercussions of distributed media models. But, can the business we’re in as-we-know-it survive the amount of change necessary?

Lisa Weinstein (President of Global Digital, Data and Analytics at Starcom Media Group), along with Ian Schafer (Founder and Chairman of Deep Focus) and Ricky Van Veen (College Humor and IAC) will explore the (possible) end of times in media, publishing, and everything in-between.

Join us at SMW New York for this session, “Mediapocalypse! Are Platforms Killing The Business Of Media And Advertising? And Why Won’t Anyone Talk About It?” taking place on Tuesday, February 23rd at 2:30pm on the FWD Stage at The TimesCenter.

★ Register today by purchasing your pass ★

About Lisa Weinstein

As President of Global Digital, Data & Analytics for Starcom MediaVest Group (SMG), Lisa Weinstein leads digital and analytics capabilities for the company. She oversees all aspects of SMG’s digital expertise, including online, mobile, social, search, performance marketing, data, and analytics. Lisa’s leadership serves as a digital guide for many of the biggest marketers in the world, including Coca-Cola, P&G, and Microsoft.

Since joining SMG in 2011, Lisa has established the company’s ranking as a leading agency partner with Facebook, Google, and Microsoft and forged early-adopter relationships with social analytics partners like ShareThis and Visible Measures. She is leading SMG’s transformation into a data-driven, digital, and content-led business currently accounting for a near majority of the total global business.

A testament to the digital capability built under Lisa’s leadership, Forrester Research recently cited SMG among the leaders in the new interactive landscape—the first time a media agency has received this acknowledgement from Forrester. Outside of her work with Media groups, Lisa serves as an advisor for a number of start-ups in the media and ad-tech base. She is also a member of Google’s Global Media Council, the Forbes Executive Women’s Board, the AAF Board of Directors, and the IAB Agency Advisory Board

Prior to joining SMG, Lisa ran Mindshare Chicago where at 32-years-old she was the youngest person to ever run an office for the agency. In this post, she oversaw nearly 200 employees and more than $1 billion in billings for brands including BP, Motorola, Kimberly-Clark, and Abbott Laboratories. She also led operations to win nine new clients, doubling its size during her tenure.
Lisa’s achievements have earned her numerous professional honors, including induction into the AAF Hall of Achievement and recognition in Advertising Age and Crain’s Chicago Business “40 Under 40,” iMedia 25 Innovators List, and MediaWeek’s “Media All-Star.” (via LinkedIn)

View The Initial Program Of Events for SMW New York

Social Media Week New York, now in it’s 8th year, brings together thousands of professionals in marketing, media and technology. We’re excited to announce the initial schedule and speaker lineup for SMW New York, which takes place this February 22-26.

Join us across our two official venues, and hear from organizations such as Ogilvy, Starcom MediaVest, MRY, Forbes, Mashable, MTV, The Economist, GE, Pinterest, Facebook, Snapchat, Twitter, Spotify and many more!

Register for SMW New York

If you’d like to hear from visionary speakers, and join the thousands of attendees that come to Social Media Week in New York each year, register today by purchasing your pass. You can also save 20% until January 14th!

Ricky Van Veen of CollegeHumor and Vimeo Will Discuss Content and Distributed Media Models at #SMWNYC

Posted on by Tyler Becker

Platforms such as Facebook, Pinterest, Snapchat, and Twitter are up-ending the media business. But will that end up killing it in the process? Publishers and advertisers, content producers and creators, advertisers and agencies are all dealing with the repercussions of distributed media models. But, can the business we’re in as-we-know-it survive the amount of change necessary?

Ricky Van Veen (College Humor and IAC Executive), along with Ian Schafer (Founder and Chairman of Deep Focus) and Lisa Weinstein (President of Starcom Media Group) will explore the (possible) end of times in media, publishing, and everything in-between.

Join us at SMW New York for this session, “Mediapocalypse! Are Platforms Killing The Business Of Media And Advertising? And Why Won’t Anyone Talk About It?” taking place on Tuesday, February 23rd at 2:30pm on the FWD Stage at The TimesCenter.

★ Register today by purchasing your pass ★

About Ricky Van Veen

Ricky Van Veen is one of the principal owners and founders of Connected Ventures, a company formed around CollegeHumor that included BustedTees and Vimeo. He created the site as a student at Wake Forest, and was earning around $10-15 million a year before the partners sold a controlling stake to IAC, where Ricky is now an executive.

In 2009, Van Veen was appointed to become the CEO of the new production company, Notional, which produced material for traditional television. One of Notional’s most noteworthy TV shows is “Chopped” on the Food Network.

Ricky Van Veen also appears in some of CollegeHumor’s video series such as Jake and Amir and Hardly Working, as well as the former MTV program, The CollegeHumor Show.

View The Initial Program Of Events for SMW New York

Social Media Week New York, now in it’s 8th year, brings together thousands of professionals in marketing, media and technology. We’re excited to announce the initial schedule and speaker lineup for SMW New York, which takes place this February 22-26.

Join us across our two official venues, and hear from organizations such as Ogilvy, Starcom MediaVest, MRY, Forbes, Mashable, MTV, The Economist, GE, Pinterest, Facebook, Snapchat, Twitter, Spotify and many more!

Register for SMW New York

If you’d like to hear from visionary speakers, and join the thousands of attendees that come to Social Media Week in New York each year, register today by purchasing your pass. You can also save 20% until January 14th!

Image Credit: WPR

Facebook Paper: This Could Change Everything

Posted on by Sara Adam

Launching last Thursday, Facebook’s new app, Paper, is a curated content application that integrates with the existing Facebook platform in a refreshing way. The app allows users to get news about their friends as well as from the around world, all in one place. When you first log into your Facebook account on Paper, you choose different topics like “Tech”, “Headlines” or “Cute” to decide which content interests you and will appear in your Paper. This re-imagination of the Newsfeed expands the type of content that users can enjoy on the go and may have serious implications for brands and marketers.

image (1)Designed by Mike Matas, the brilliant mind behind the iPhone and iPad’s UI, the UI of Paper is unparalleled. Swipe across the top half of the screen to browse through topics and swipe horizontally at the bottom half of the screen to browse through the specific stories under each topic. Paper creates new avenues for accessing content and makes that content more visual. This app makes it easy to kill a few minutes on the go, reading content that people actually care about.

Currently, 53% of Facebook’s ad revenue comes from mobile, and Paper has the potential to increase that percentage significantly, by selling space for branded content. In a recent interview with Tech Crunch, higher-ups at Facebook admitted that Paper had already completely replaced the Facebook app for them (which could mean that the Facebook app will also be abandoned by their general user-base). We will definitely be following Paper as its mobile-focused platform creates new opportunities for marketers. It may require them to rethink their entire mobile strategy!

Mobile content is an important topic at SMW NYC, and we are excited to hear from our friends at Thrillest, TIME Magazine, Deep Focus, and Facebook in their session, The Future of Content in a Mobile World. We have a feeling that Paper will be getting a shoutout.

Get your pass for SMW NYC here and be sure to check out our schedule for other events you won’t want to miss!

Thursday: Newly Added & Open Events

Posted on by Nicky Yates

Day 2 is almost over, but that doesn’t mean SMW NYC is close to ending. With so many events, you could have missed some great ones. We also added a few new ones. So, to highlight open and newly added events, we recommend you checking these out:

New at our Global HQ

9:30: Master Class: Build Insanely Effective Landing Pages With Old School Secrets
4:30: Social Collaboration: Nokia Lumia 820 Design Challenge: The winner is…
5:00: Performance: Max ZT, Hammer Dulcimer

At our Content Hubs & Across the City

9:30 at JWT: FORTUNE Interview w/ Bonin Bough, Followed by panel: The Secret Sauce of Native Advertising? Authenticity
9:30 at 92Y: Half The Sky Movement: Using Transmedia to Inspire Real Impact
9:30 at Hearst: The Shift from Presentation to Participation, A Discussion With HuffPost Live’s President Roy Sekoff
12 at 92Y: Healthy Living: How Behavior and Patients Can Fix Healthcare, with Jay Parkinson, Greatist, StartupHealth.
12 at JWT: Technology, Advertising & Startup Council (TASC)
2:30 at 92Y: Cowbird and the Storytelling Life: A Visual Story Workshop
2:30 at Bloomberg: Purpose: Driving the New Economy
6 at JWT: Deep Focus Presents: An Evening of Disruption
6 at 92Y: Connections: How the Internet of Things is Transforming Our Social World
8 at JWT: Controller Rocks the Stage: A Night of Music at JWT
7 at Projective Space: “The Magical Sharing Experiment”: Launch of yerdle in NYC presented by Let’s Collaborate!

Don’t wait any longer- we’re running out of time! Register now, and join us tomorrow!

My Top SMW NYC Events

Posted on by Nicky Yates

When I was asked to share my top SMW NYC events, I must admit I got a bit excited. Coming from the non-profit background, I love the tools that SMW NYC provides to organizations seeking to create change and the discussions that evolve around making a positive impact. It’s interlaced in so much that we offer- and that excites me. But the best part is — that’s not all SMW NYC offers. There’s a bit of everything for everyone.

So, when I’m not exploring our new Global HQ (and seriously, why wouldn’t I be with our hands-on classes, disruptive speakers and interactive exhibits), I’ll have my eye on these events for the big week. If you’re there, make sure you swing by and say hey!

1197 Monday Event: Opening Reception 1197Juried Exhibit & SMW PicYourCity
There’s no greater feeling than seeing a project come to fruition; and having spent the past two months manning the PicYourCity competition, I couldn’t be more excited to see the gallery with 1197! Plus, there’s wine & cheese. Monday, evening, I know my plans. And if mobile photography is your thing, 1197 is a weeklong series of events entirely devoted to the topic, brought to us from our friends at Nokia. If you don’t make it out on Monday evening for the reception, I encourage you to check out many of their events throughout the week!

gsummitX- Gamification in NYC
I had the pleasure of hearing Gabe Zichermann drop his gamification knowledge last year. And let me tell you, the man is a phenomenal speaker. I’ve never heard the concepts broken down in such an intuitive and easy to understand manner. So, on Tuesday, if you’re wanting to learn more or wanting to go deep with gamification, loyalty and engagement, be here. There will also be 1-2 demos from companies using gamification in their business model, and Gabe’s unique workshop-like game called “Play for a Cause.”

So You Think You Can Start Up?
Ok, confession time: the recovering reality show junkie in me LOVES pitch events. So, when I saw our friends at Hearst were putting together the ultimate fashion startup pitch event, I was in heaven. On Tuesday, digital fashion start-ups will go head to head in this ultimate “elevator pitch” challenge and demonstration. Teams will have a total of 5 minutes to impress the judges, competing for editorial coverage on ELLE.com. Just make sure we all dress to impress for it.

Giving Gangham Style: An ideation With the #GivingTuesday Team
If you’re into NGO’s, the phenomenon that is #GivingTuesday is something you’re well acquainted with. The backstory: on November 27, 2012, thousands of companies, NGOs, small businesses and individuals came together to celebrate the first-ever #GivingTuesday— a new social media-driven campaign to create a national day of giving. It was a success and on Tuesday of SMW, the creators behind will share what made it a success and how social is a major player in philanthropy.

The Rise of Visual Social Media
Being in community management, the increase in visual is something you learn to deal with. Images are so vital to telling stories. But the ethics of using them is still a bit more nebulous. So, on Tuesday, the WSJ is bringing together photographers and social media editors to talk about how images can be used ethically in social. With everything from copyright issues, elements of a viral photo, photoshopped images, the use of filters and Instagram’s TOS changes, it’s a must if you’re in the field of social media content.

Girls Empowerment & Women’s Empowerment in Real World Social Networks
Kicking things off on Wednesday, She’s the First will touch on the power of education and female empowerment. It’s a serious topic and one we can all contribute to to create more sustainable and lasting change. And the panelists on this event know what they’re talking about.

PSFK: The Future of Work
Ok, another confession for you: over the past 3 years, I’ve become a big PSFK fan girl. If you’ve not read through any of their reports, you’re missing out. And this year, PSFK is delivering big again. They’ll be sharing an exclusive preview of their upcoming Future of Work report, part of a series of in-depth analysis of trends driving key sectors and subject matters. Don’t miss it.

Equalizing the Playing Field
Social media is the great equalizer. It’s been fascinating to see how small and large companies respond to it. Pulling together 3 unique companies of various sizes, we’ll be exploring how each is navigating the space. The best part- it’s got Nokia’s Craig Hepburn. This guy drives some serious discussions around social and doesn’t hold back. If you missed him last year, don’t make the same mistake again.

Daria Musk and Google: Social Media and the Rock Star
Continuing on the trend of exploring case studies, few make a greater example of the power of collaboration on Google+ than Daria Musk. With the power of social media, Daria has become a self-made rock star. Dara will join a fireside chat to talk how social has helped her career (and dreams) grow- and perform a mini-set for all those in attendance. It’s sure to be inspiring, and our friends at Google+ will share tips on how you can maximize the platform. Win- win.

How To Be Funny in 140 Characters or Less, Part Deux
I missed the original last year- and I’ve been kicking myself ever since. Seriously. Our How to Be Funny in 140 Characters or Less was amazing. It was funny; relevant; and informative. I’m not missing the sequel. You better believe come Thursday, I’ll be in the audience taking notes, and all my friends will hope I pick up better jokes and comedic timing. So, join me as we watch Lizz Winstead, Julieanne Smolinski and Jon Friedman break down comedy in brevity and aim to take the #1 trending spot in an hour.

Deep Focus Presents: An Evening of Disruption
We’re big fans of Deep Focus and Advisory Board member Ian Schafer. It’s really hard not to be. They are pulling together some of the industry’s biggest disruptors for a thought-provoking evening of why we should all learn to feel very comfortable being uncomfortable. Knowing them, it’s bound to be insightful, humorous and an all-around great time. Thursday evening, this is where it is.

Betting on Journalism: Andrew Sullivan & Buzzfeed
Ok, if you’re never gotten a chance to view the Buzzfeed offices, you’re missing out. But aside from that, this Thursday event will pull together two seemingly opposite styles of journalism and talk how these models work. Exploring what content counts online and dissecting what everyone means when they talk about “the future of journalism,” this event will be great for the news geek in us all.

Monday Funday: SocialVibe Engagement & Opening Party!

Posted on by Sara Haile-Mariam

It’s hard to believe it’s almost Friday and the end of #SMW12.

Before we bring this year’s festivities to a close, we wanted to post a little throw back to a Monday night and Tuesday morning not too long ago.  We began #SMW12 with two epic SocialVibe collaborations; the first being our #SMW12 opening party which took place at Greenwich Village Country club and was hosted by Nokia and sponsored by Social Vibe.

The evening was centered around engaging activities, like miniature golf and pictures with animal statues, epitomizing the social nature of SMW12- and SocialVibe. Surprises littered the evening from Nokia’s special room to the SocialPix photobooth immediate upload to Facebook.

Then on Tuesday at our Advertising & Marketing Hub JWT, SocialVibe hosted a panel entitled Why Engagement Should Be Spelled A-T-T-E-N-T-I-O-N that featured Digital Editor Michael Learmonth, SocialVibe SVP of Sales Mike Barbeau, Head of Planning at SocialVibe Adrian Barrow, VP of Integrated Marketing at Fuse Vanessa Montes, and CEO of Deep Focus Ian Schafer

The panel focused on consumer engagement in digital advertising and consumer “exchanges.” Looking at services, R&D, and creativity as critical aspects to earn value and enhance engagement. By creating opportunities to do social good, giving your community attention or creating unique experiences will increase the likelihood that consumers will do things for you.

Citing case studies from companies like HP’s use of consumer forums to DuoLingo for translation services, SocialVibe really highlighted what you can do and the type of thinking that truly resonates with consumers. “If you have to ask your consumers to pay attention, you’re not doing it right,” just may characterize the views of the event. And with over 600 views on their Livestream and more than 15 comments, we think they get the hang of engagement and meeting people where they are, making this one event you’ll want to see if you missed it in action.

Many thanks to SocialVibe for partnering up with us at this years #SMW12! Partners like them are what make Social Media Week everything that it is.

You can check out more photos from the opening party by clicking here or here! 

Advisory Board Member Christian Borges: Social Media has revolutionized Back-to-School; Most brands miss the boat.

Posted on by Michelle Welsch


Christian Borges is the VP of Marketing at Mr. Youth, the agency known for its innovation, fresh thinking, and awesome atmosphere. He’s spent a good chunk of his career immersed in the world of communications and experiential marketing, creating cutting-edge strategies that engage consumes both online and in the physical world. His resume boasts names such as Deep Focus, Weber Shandwick, Ogilvy PR, and Fleishman-Hillard, and we couldn’t be more pleased to have him as part of our SMW NYC Advisory Board.

During SMW12, Christian and his colleague David Yarus, Marketing Manager, are hosting The New College Orientation: How Social Media Has Revolutionized Back-to-School. This not-to-be-missed event at IAB‘s NYC Headquarters will take participants back to their glory days, leading them through the world of those first magical days of university life. Their format is such an interesting take on the freshman experience, we had to learn more.

Tell us more about your event!

We’ve been studying the impact of Social Media on the college consumer for years, and this year we’re revealing some of our most powerful findings to date. Essentially, back-to-school and the college orientation experience has changed dramatically as a result of social media. As soon as students receive acceptance letters in March, they immediately turn to Facebook and create online communities with their incoming class. These hyper-active communities are transforming what was once a week-long orientation in August into an extended journey, where students connect with one another and gather important information online.

By studying the conversations and overall activity across two hundred of the largest Class-of-2015 Facebook communities, we have decoded the back-to-school experience post-by-post. Our analysis reveals an unprecedented understanding of the journey through the lens, lives, and keystrokes of the students themselves. Our event features an immersive sensory experience and in-depth conversation around the findings of this study.

What inspired you?

We wanted to  move away from the typical panel and create something exciting for SMW NYC attendees. We challenged ourselves to break out of the mold and change the game. By collaborating with the IAB and students from around the world, we’ve developed an even that brings the modern back-to-school journey to life.

How many students helped you with your concept?

Ten students from around the globe met weekly for the past month through Google+ Hangouts to collaborate and concept the various builds. There are eight core conversations woven through the six month journey and our team of student creatives developed each conversation into an installation piece. That said, since this data was collected from over 54,000 threads written by over 50,000 students, we’d like to think they helped develop the concept as well.

How has school orientation changed?

Graduating high school represents one of the most formative moments of these students lives. After living under the authority of their parents, students are finally the drivers of their own car: decisions, lifestyle, and their future is up to them. When transitioning to college, students are given the opportunity to redefine who they are and can reshape the identity and reputation they’ve previously developed.

Whether this is for the better or worse is hard to say, but one thing is for certain, as soon as they arrive at school these students are free to make entirely independent purchasing decisions. They form buying patterns and brand loyalties they’ll take with them throughout life. This presents brand marketers an incredible opportunity to add value to the back-to-school journey and maintain relevance to students at the most important time in their lives.

How is the modern high school graduate student unique?

These students grew up on Facebook (since Grade 7)! They tweet, type, and text in the blink of an eye. The world has always been at their fingertips. They don’t want your logo plastered across their chest, they pride themselves on individuality. They demand authenticity and they’re immune to ad-speak. They do their homework while watching TV, chatting online, texting, and playing Words With Friends — all at the same time. Social media is part of their DNA. The question isn’t how is the modern high school student unique, but rather what elements of our own “outdated high school experience” is still applicable today?

Register online for The New College Orientation: How Social Media Has Revolutionized Back-to-School, or send a tweet to Christian or David for more information.

Our Advisory Board is Rock Solid. Meet Steven Rosenbaum.

Posted on by Michelle Welsch

With over 500 speakers, almost 300 events, over 120 event partners, and more than 60 locations (including our Content Hubs), SMW12 is promising to be nothing short of spectacular. Our Advisory Board has shown enthusiam and guidance throughout the planning process, sharing their time, ideas, and tweets to create the best Social Media Week yet. Drawing upon their colleagues and companies, they’re producing events such as:

BigScreen LittleScreen: Web Video Content Screenings and Discussion

Deep Focus Presents: An Evening of “Connectedness“

Reflecting on 2012 Grammys Digital Partnerships, Social Media and Innovation

The Dawn of Companion TV

Get “Schooled” by the Class of 2015: The New College Orientation – Powered by Students, Enabled by Social 

…and more!

Needless to say, our Advisory Board members are some of the most talented, brightest people we know.

We caught up with one of our fiercest Advisory Board advocates, Steven Rosenbaum, CEO of Magnify.net, author of Curation Nation and entrepreneur-at-large with New York City Economic Development Corporation for some of his wisdom.

What do you read for inspiration?

Well, that’s changed a lot in the past few years. It used to be books, magazines, and newsletters. But now,  it isn’t “what do I read” but “who I follow” on twitter. And that’s what is exciting! I follow over 3,000 people from a wide range of disciplines: some folks from digital and social media, some from film, others from book publishing and magazines, a bunch of startups I’m watching, and some VC’s and folks from the NY tech and economic development world.  It’s a wide array, and I like it that way. They help me curate my content and provide me with a diverse mix of voices and perspectives.

What advice would you have given to yourself 5 years ago?

Five years ago, I thought I had to move to Silicon Valley to build a tech company. I ignored the “Go West, Young Man” meme, deciding that NY was the place to build my next company. I can’t tell you how happy I am I made that choice. Today, I think the Valley is great if you need to write a lot of code, but if you’re building a company that is what I call a “hyphen tech company’,” for example Fashion-Tech or Media-Tech or Advertising-Tech, then New York has critically important ingredients you can’t find elsewhere. The vibrancy of our arts, fashion, food, and finance creates a buzz on the street that can be the secret sauce for startups.

What is your favorite aspect of your work?

Magnify.net is literally unlocking the frozen knowledge many of our partners have in their organizations. Putting powerful curation tools in the hands of publishers, brands, and organizations is making web video better. And not just a little better. TONS better. If you want to learn about what’s hot in NY, the video on New York Magazine is awesome. We power that. If you want to explore ideas worth sharing, TEDx has a collection of 10,000 incredible videos, and Magnify.net is the curation magic behind those pages. If you’re a brand that has something to say (like Patagonia‘s passion for the environment), video is what they’re going to use to share what they love. Plus, they’re amazing partners. For me, it isn’t about making content as much as it is about unlocking content — and making the world a better place by doing it.

What is the most challenging part of your job? 

I think that many people still think of video as the stuff they grew up on that their parents called “the boob tube.”  And I mean that in the most family-friendly way possible. They think it’s bubblegum or a time waster. But I think video has the power to transmit knowledge, share ideas, and cross boundaries and borders. It’s about breaking out of old ideas about what TV was and getting connected with all the things video can be. To share. To illuminate. To inform. That’s the coming revolution in web video, and the connection to the living room flatscreen.

So, tell us. What’s your dream job?

Easy: I’ve got it right now.

 

Look for other Advisory Board members throughout Social Media Week at the following events:

140 Characters Project: Lives Forever Transformed by Social Media

Socializing the NewsNGOs, Causes and the Original Interest Graphs – Interactive Panel Discussion

Getting to the Meat of the Tweet Redux (The Meatier and Tweetier Sequel): Applying Big Data Analytics to Social Media Data, Hosted by Opera Solutions

The Mobile-Social Living Room: How Emerging Media is Reviving the Live Television Experience

Creating Music for the Social Web 

Corporate Responsibility + Social Media – Are They Aligned in Your Organization

5 Questions With… Ian Schafer, CEO Deep Focus

Posted on by alyshadeepfocus.net

This post is part of a weekly series called “5 Questions With…” featuring Q&As with Social Media Week Global Advisory Board members.

Ian Schafer is CEO and Founder of Deep Focus, a full-service interactive marketing agency, delivering pioneering and meaningful engagement in the digital space. Advertising Age named Ian a ‘Media Maven’ and he is on the list of the Adweek “Young Ones”. Read his full bio here.

Deep Focus will be hosting “Participation, Aggregation and Criticism in the Digital Age” – a panel discussing how social media is challenging (and changing) social and business rules of engagement – on Monday, February 7 from 3PM – 5PM.

Q: When and why did Deep Focus first get involved with Social Media Week?
Ian Schafer: I’ve been involved with Social Media Week since the beginning. I’ve known and respected Toby Daniels for quite some time, and as soon as I caught wind that Social Media Week was in development, I wanted to get involved and am now on the Global Advisory Board.

The more educated the industry is about social media, the more successful Deep Focus will be. I’ve brought Deep Focus in as a partner to coordinate & run events and help with communications around Social Media Week NY. We’ll be very visible during Social Media Week, so be on the lookout for the team!

Q: What is a major trend you see rising in the social media space of the ad industry or otherwise?
IS: Social media represents an evolution in the ways humans connect to each other, to information, to brands, to objects, to causes, and to places. The biggest trend I see this year is that some companies will actually begin to integrate social media into their organizations, not just their marketing programs or public relations efforts. It will only be a handful of larger brands at first, but smaller brands have been doing this for a while, and will inspire the big guys. The usage numbers are too large to ignore or write off. Social gaming will become a viable ad medium, and mobile connections will be more important than ever, as payment processing starts picking up steam, and smartphone penetration hits an even bigger critical mass.

Q: How do you use social media for both personal and professional use?
IS: Personally, I use social media just like everyone else does – to stay close to family and friends, discover new content, and share what I find interesting. Professionally, I’ve been using social media to put a human face on Deep Focus, while also empowering other Deep Focusers to do the same. I use it to share opinions and things I find interesting with people within (and outside of) the advertising and technology industries. I like staying close to news and information, but I like staying close to people even more.

Professionally, my social media channels of choice are Twitter and my blog. I find it wonderful that I’m not only surrounded by brilliant people at work, but on Twitter as well. Some may say that social media dilutes the idea of being friends with, or even “knowing” people. That’s only true if you let it. It can make those relationships stronger if you make it. I opt for the latter.

Q: What are you looking forward to the most during Social Media Week 2011?
IS: I’m looking forward to Deep Focus’ panel as it comes together, as well as many other events at the JWT hub. I also plan on making it to the other hubs so I can engage in conversation about things other than advertising and marketing. Of particular interest are events that discuss the impact social media has had, and will have, on culture, society, journalism, and governments. Debates on privacy concerns are also something I’m looking forward to participating in.

Q: What are a few major goals for Deep Focus in 2011?
IS: In 2011, Deep Focus is going to make significant advancements in integrating social media and engagement into our clients’ overall marketing and business strategies. We’ve done a great job of making measurement and ROI an important part of what we do, but there’s much more work to be done. As everything becomes more social, we’ll be developing initiatives that use digital media to move people physically, and get them to create content when they are there. We will be cementing the role of the “engagement agency” in a brand’s agency roster, and making that role a significant consideration for brands everywhere.

We’re also looking forward to our first full year as a part of the Engine USA family, and will be working with our sister agency, Noise, and other new partners to bring integrated marketing solutions to some of the biggest brands in the world – all while keeping the consumer at the center of marketing strategies, where they belong.

Follow Ian on Twitter and his blog.

Alysha Lalji is a contributing writer to the Social Media Week blog and works in digital communications at Deep Focus.

Get Involved In Social Media Week New York–February 7-11, 2011

Posted on by Ben Scheim

Social Media Week returns to New York this February 7-11, 2011 and organizers Crowdcentric are inviting individuals, organizations and brand partners to ‘Get Involved’ in the curation, planning and organization of the weeklong event. This is your call to action to Get Involved in New York’s Social Media Week!

Social Media Week New York is produced by Crowdcentric, together with individuals from leading New York media and emerging technology companies like Deep Focus CEO Ian Schafer, Barbarian Group CEO Benjamin Palmer, Morris + King CEO Andy Morris, BBH Innovation Director Saneel Radia, New York Times Social Media Manager Stacy Green, and CNET.com Journalist Caroline McCarthy.  The advisory board and host committee are primarily focused on providing leadership and guidance on Content Curation, PR & Communication, Diversity, Editorial, and User Experience.  To see the full list of board members check out the advisory board section of the site.

“Social Media Week is about intellectual discussion of the evolutionary changes occurring in the ways we communicate, and how we create, share, and discover content,” said Ian Schafer, CEO of Deep Focus and SMW Advisory Board Member.  “I’m involved in Social Media Week because we all share the responsibility of moving ourselves and each other forward with the help of the platforms we participate in and have helped build.  Great ideas and inspiration have come out of each previous Social Media Week; this year’s yield will be unprecedented.”

In addition to expanding the size and scope of the program and conference experience, the organizers are also launching four “Content HUBs” focused around four basic areas of content: people and society, art and culture, business media and communications, and science and technology. Each HUB will be located at soon-to-be-announced venues featuring daily events throughout the week.

As an open and collaborative platform, Social Media Week provides many ways to ‘Get Involved’ including curating and hosting events, speaking and presenting, designing workshops, facilitating interviews, sponsoring events, providing editorial coverage, and volunteering to participate on the local host committees.

There are opportunities for every organization and individual to get involved this February, on both a global and local level:

  • Host an event: You could join the ranks of Sony, New York Times, MTV, Drop.io, JWT, Razorfish, MoMA, Porter Novelli, and others who have all hosted events at their space during previous conferences
  • Volunteer: Join the host committee in your city, work at the events, support the communications team, help with outreach.  There are many ways to get involved individually
  • Provide in-kind products/services to attendees: Much like Foursquare, Livestream, Pegshot, Mobile Roadie, your company could provide services to SMW attendees that enhance and improve their experience
  • Sponsor an event: There will be at least 150 events taking place throughout the city.  Through these events, your brand can connect and engage an audience of hyper-social influencers
  • Speaking Opportunities: Do you have domain specialism?  Do you want to share your ideas with a broader audience?

Go here to find about more about Getting Involved.

If you have any questions about Social Media Week or getting involved in Social Media Week New York, please contact Lauren Hurst by email at lauren@crowdcentric.net for more information.

Go here to see the press release for this announcement: http://bit.ly/aEHthq