Content Generation

Today "Oh ar, oi'm a movie pirate, I am. Oh arrrr!"...does that sound sexy to you? Does it bring visions of a be-hatted Johnny Depp to mind? According to some content providers it might, and they want to rename online piracy. Losers.

Note this isn't the real clip, as we can't embed it: Its IP owners are happy to get the free PR from YouTube, but not confident enough to let "pirates" promote the show outside of the confines of YouTube's own page (To see the non-Lego version, click here. ) This is another interpretation of ownership of the IP in online content...and it taps into the whole Viacom versus YouTube fiasco that's slowly exploding right now.

But it's in a slightly different explanation of piracy, outlined by Rupert Murdoch's son James, that the weakness at the heart of all of these arguments is exposed: Murdoch was speaking in Abu Dhabi last week and said "There is no difference with going into a store and stealing Pringles or a handbag and taking this stuff." But he then tried to tap into the philosophy and hard economics of the matter: "It's a basic condition for investment and economic growth and there should be the same level of property rights whether it's a house or a movie," he began. This is essentially true, but it assumes that economic model is rigid and unchanging, rather than dynamic and reacting to society's needs.

Full Story: Renaming Digital Piracy: A Smokescreen To Hide Movie's True Worth? - Fast Company

Full Story: Adwords users invited to YouTube - Vertical Leap News (press release)

One of the most prominent online news providers on the web, the MSN homepage is also the default home page of Microsoft’s Internet Explorer software. An estimated 85 million people visit the site each month in the US alone.

Microsoft first announced that they planned to redesign the MSN home page in November 2009. According to paidcontent.org , a content marketing news hub, their initial plans to roll out the design in late January were disrupted by the Superbowl and the Olympics. The two major events led to a marked drop in click-through rates on the new page for the test group – around 10% of MSN users who had been using the new design since autumn 2009.   The new design features deeper integration of the Bing search technology to the home page, used for content generation in sections like shopping, travel and local sections as well as for highlighting related trends and topics. Social networking platforms have also been integrated into the new design; as well as Facebook and twitter plug-ins, the site also features a tab for Microsoft’s own Windows Live network, which includes MSN messenger accounts and the Xbox Live network.

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Full Story: Microsoft redesigns MSN webportal - Vertical Leap News (press release)

To BA’s credit they have already put some basics in place. Brand outposts are established at YouTube where BA has its own channel, on Twitter, and  its official Facebook fan page.

The company has also taken a first step into content generation with a video from CEO Walsh prominent on the BA.com home page and YouTube.

So a decent start, but things are about to get much tougher. During the unpredictable days of the strike when customers may be let down at short notice, the story will shift to how BA is handling the disruption.

Full Story: The social media strategy BA needs to follow as the strike looms - Utalkmarketing

Full Story: Social media and online news providers to replace TV and print? - Vertical Leap News (press release)