Ondrej Holzman He is not a media star, but he has helped many companies and brands significantly in terms of media. As a big fan and promoter of social networks, Tom Hodboď was a pioneer in the field of new media at Czech Television. He is also an avid runner and keeps track of his life with several meters. It is about them that he will talk about in March iCON Prague 2014.
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I worked at Czech Television for almost four years until the end of August 2013. People probably know me best from there. But I really worked mainly in the background for a long time. It started in 2009, when I first started to prepare various concepts for the integration of new media into broadcasting completely partisanly and for free for Czech Television, after a few months I started working there externally and gradually got to the point of presenting the results of my work on the screen. It all started with sitting on the floor in the office of Václav Moravec and Pavlína Kvapilová and ended with leading the social media team and many projects in the New Media division.
Do Czech Republicé television, so you immediately joined the division Novof meatand?
Not at all. It wasn't created until sometime at the beginning of 2011, and I don't think anyone at that time knew how broad her work would eventually be within the whole of television. I, as I like to say, infiltrated CT and gradually started on my knees and with minimal background to build things that showed the people at CT and also the viewers that connecting broadcasting with modern technology makes sense. What I came up with at ČT24, whether it was interactive specials or mobile applications, gradually spread across channels and programs, and Nová média was a logical outcome - there had to be something that would bring together and coordinate all the activity, provide within the framework of television to individual service department.
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I am part of a generation that has the advantage that it can often invent its own job position and content. I was interested in social networks relatively early, I tried how they work, I set up profiles of various phenomena, brands and products or TV shows. One of the Facebook pages was Otázek Václav Moravec. I was testing people's ability to respond to certain stimuli during the broadcast, I was wondering if they were watching the broadcast and online at the same time. At that time, Václav and his team apparently had an inkling that social networks would be important for the future of the show's communication with viewers, so they asked me if I would leave the site to them. Actually, I was probably the first person to go on a field trip to OVM through Facebook (laughs).
[do action=”citation”]If I insisted on being included in the structure, I would get nowhere.[/do]
Of course, I didn't just go to see Otázky, I had several ideas in my head on how to connect broadcasting and social networks. Subsequently, I met Václav several times and showed him case studies of television stations in the USA and Great Britain. Pavlína Kvapilová, then deputy editor-in-chief, was also sitting in the same office where these interviews took place; apparently she heard some of it, and after a few months came an offer to participate in the creation of a new discussion program, which should be made up of viewers' questions. So I jumped at the chance. The result is Hyde Park, which I co-authored. For more than a year, I sat every weekday into the evening in front of the TV and made sure that everything went smoothly in terms of connecting communication channels, communication on social networks, etc. Hyde Park still works today and I am happy about that. So that's how it all started - no interview, no degree, no school.
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It probably doesn't apply everywhere, but I followed the motto "disrespect the system". I went about my business, planted a few seeds, showed what and how it could work, then basically just waited for the demand from inside the TV to start going up. If I insisted that they had to employ me, put me in a structure, if I demanded a computer, a chair and a desk in the office, I would probably never get anywhere.
But my approach was different from the beginning. I wanted to help CT in this direction, I wanted to teach television to use social networks and mobile applications, so that it would open up more to young people and actually to viewers in general. The whole institution will feel the meaning of this work just as strongly in a few years, when new viewers will grow up, accustomed to using modern communication tools.
I just had to hack the system. There was no other option than to make all the things on the knee and wait for the right moments when their power would be fully revealed. Apart from Hyde Park, it was still "only" about communication on social networks. The more fundamental moments that shifted the perception of new media in ČT to another level only came with the floods, the Arab Spring, the murders in Norway and other events. In such extraordinary situations, people in the news fully understood the power of new media. Either through viewers who helped create the broadcast, or through interesting information that came faster via Twitter than via foreign agencies.
[do action=”citation”]With social networks we are entering a completely new reality.[/do]
And although the editors and editors could not use such information without verification, at least they had a more accurate idea of the situation, they knew what could be officially confirmed in a few minutes. Thanks to the fact that we often bypassed or changed the established rules, found new ways, people in CT understood why something like this is good and that it really works.
Již nhow many yearsé worksš in advertisingich agencyoh aurnoteI know themcheck as consultant and strateh, what's wrong with digitalních and socialnich meatí toh How are they doing?á medition nowand?
Their role in the Czech Republic is becoming more and more prominent. Social networks are approached differently, many brands have gone through several stages of use within the overall communication, the first failures, they deal with customer care, they take care of their community. But there is still room for improvement. In the Czech Republic, we focus too much on general research and advice, we don't deal with why a particular brand should use social networks, if it makes sense at all, how they should work, how the content we create for them should be created. In addition, we have to see all this in the context of the size of the market. Four million people on Facebook is still very few, even the individual channels of brands are often followed by only a small part of the total volume of customers. A large part of advertising budgets simply still flows elsewhere than into digital communication, but I think a change of direction still awaits us in the future, as well as the integration of social networks and, in fact, all digital communication into the overall communication of brands.
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Definitely, it's still, in my opinion, the most dynamic communication tool we've had the chance to get to know, and it's worth looking into this part of marketing. On the other hand, I try to keep a certain distance. Social networks are not self-sustaining. Their use must be reasonable, they must fulfill a clearly defined goal, a defined role in the overall communication and strategy. Just because they work somewhere doesn't mean they will work equally well for you in the same way.
From the perspective of the media, it is certainly necessary to maintain close contact with this environment. As we can see, for example, with the protestors in Ukraine, we are entering a completely new reality, where we watch protests and clashes live on YouTube, we get news from people on the ground via Twitter and Facebook or local social networks.
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I wonder if Facebook, Twitter or Instagram is the direct motivation for me to run. Probably not at all. Rather, it is a classical way for me to share my experiences and achievements with others. I mainly use Nike+ for running, which I'm a bit stuck on. But it's still the most meaningful platform for me, despite all the negatives it brings. I need basic data on my running for now, most of my friends also use Nike+ so this makes the most sense.
While there are devices, apps, or services that will give you a more accurate picture of your running, I don't need them. I also sporadically use Dailymile, where there is a very large Czech community. The ranking of my friends' mileage on Nike+ is still probably the most motivating for me. However, the real motivation for me is a personal goal, an effort to surpass myself. It is usually a race or performance, such as the Chicago Marathon or the Swissalpine Mountain Marathon.
Zmyou did Nike+. What inšI'm sorryě nabIankilometersů jenoě letavah msee?
I have several gadgets. I use the Fuelband, I bought it right after it was introduced when I was in New York. Now I wear the Fuelband SE, which is much more technologically advanced. It's a system that measures my total activity throughout the day. I like the simplicity again - the conversion of any activity into fictitious points. I only have a daily goal set, and the only thing I'm watching and trying to do is for GOAL to light up on the bracelet in the evening! I don't have to enter if I'm running, swimming, cycling or walking around town all day. That's why, for example, I don't use Jawbone to measure activity, I don't enjoy looking back at which sport I practiced for how long. But I use it to sleep because it has an intelligent alarm clock and at the same time I am interested in how my sleep is going. I manage my weight with Withings and I have a Nike SportWatch for running, sometimes even a chip in my shoe.
The whole industry is very interesting. I think that because of Nike's strategy of connecting the Fuelband only with iOS, a number of other interesting systems started to emerge. After all, ignoring Andorid, the most widespread platform, will not remain unanswered. LG, Samsung already have their smart bracelets, we know the classic Fitbit, Jawbone, there is also a more elegant solution in the form of Misfit and many others. It's just up to everyone what suits them. We will see what role Apple will play in this industry, I noticed somewhere that they have maybe 400 employees in the department that works on the iWatch, so it probably won't be something small.
I'm already thinking about how to get to them as soon as possible after publication because I wouldn't be me if I didn't buy something like this right away. (laughter)
Pravě ovschemenogadgets and so-called lifehacking will be reč at iCON Prague 2014, where he will beš perform. Mah in handthere arenoě nsomehowé make upshowwhoé navnoevenIthe conference will beš power ukazat?
In addition to looking at the segment as such, I want to talk mainly about experiences. On the one hand, about my own, but also about the experiences of people around me. There are several ways to approach measuring yourself. I definitely want to reveal more about exactly how I use all those tools and what role they play in my life. And I also hope to add some interesting insights from lifehacking in Nepal, where I'm going.
Nice article. I know from my own experience how difficult it is to introduce anything new in this post-socialist juggernaut, so hats off to you. As long as there are former militiamen and former STB agents among the "rock" employees, it will be difficult to implement those changes. You have no idea how many such comrades you have met in the OTN, in the trunk or the dining room at Velké Kavky....
Nice article! I bet that a lot of people, when they look at Hyde Park, have no idea who is actually responsible for it, or how it all came to be in CT.
Thumbs up and hats off to me. So I thought for a while, how is it possible that such a giant as CT does such great and modern things, uses social networks, invents applications for mobile phones, etc. So Tom, you have my admiration, not just anyone could do this.
It wasn't just my fault. More people took care of it. However, thank you very much for the kind words.