CBS is opening a permanent office in Menlo Park, CA, and I want to the be first to say, "thanks for the local tax revenue." One more fully occupied Silicon Valley office building is a good thing.
The recent press highlights that CBS wants to be located closer to where the engineers and business talent live. While their Sand Hill Road location is really in VCville and RecruiterTown, it's closer to the engineers on highway 101 than New York City or LA. So far, CBS has talked to 387 potential investment targets in the last year, investing $300M in over a dozen companies. That must have been an incredible year of speed dating at Il Fornaio.
My unsolicited advice: Don't "look for the next YouTube, only a year earlier in their development" as Quincy Smith, head of CBS Interactive, commented recently in the Financial Times. Google is still struggling to monetize video while their analytic tools lack the ability to show enough detail around who is watching what part of the video and when to drive advertising context and relevance around the content.
It's not enough to focus on the content in order to attract a younger audience to CBS properties. This is a great goal, but compelling content is only half the picture. The other half is user experience and stickiness, and that requires community, quality, security, and support of screens smaller (phone) and bigger (television) than the connected PC.
Here are the three big paradigms rambling around my brain as I head off the Web2.0 Conference in San Francisco next week. The topics are valid for CBS and if I find Quincy Smith at the Web2.0 conference, I'll tell him myself.
1) The emerging social influence model and how it helps to quantify social marketing campaigns aw well as monetize user generated content (UGC) and professionally generated content.
2) Client virtualization as a form of client-side security for safely browsing and consuming UGC, user generated applications and other applications.
3) Connected and disconnected application models and the analytics behind it all that track the many dimensions of content consumption in order to drive highly relevant advertising and community building.
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