Avid seems to have missed the boat on the FCPx opportunity Apple handed
to them. Other than the crossgrade promotion, over on the social media
side of things it has been quiet. Too quiet.
Adobe came out swinging with a similar crossgrade promotion on an
integrated suite which runs on pretty much the same hardware serious FCP
users already have. They active twitter and fb accounts for PremierePro,
ProductionPremium, AfterEffects and Photoshop. Everytime you turned
around they were promoting workflows, training articles and answering
questions. Avid with a few exceptions has been a slow show. When they
have popped up it has usually been without the super power of hash tags
or by the grace of faithful users. I believe Adobe has become the new
pesky and sexy sibling FCS/FC7 was.
The only encouraging sign I have seen is a recognition by editors,
especially FCP editors, that competance with more than one NLE is a good
thing.Can you say Lightworks? They announced at IBC. Adobe, well look at
this thread. FCPx has been quiet, not living up to rumors, but then with
s/w who can/does? Do you not think the pressure is on to put some shine
back on the rose with thorns in the side of Avid if not prior to NAB, at
NAB?
I also noted a number of editors committing to learning After Effects.
Want an idea of what is going on in social media with editors and
editing? Souse out twitters #postchat .
http://paper.li/theriotisover/1312390146 The paper.li on post.
http://postchat.wordpress.com/transcripts/ From past post chats scroll
through.
http://postchat.wordpress.com/how-to-participate/ Drop in one week.
Search #Avid and see who is posting. Search #premierepro and
#mediacomposer . On the fb side check out
https://www.facebook.com/groups/premierepro/ AFAIK there is no MC
equivalent outside the Avid forums and yes Adobe has a forum. Well,
there is the L but some of the questions would just get our usual RTFM
answer, curmudgeons that we are. :)
I do not have access to sales figures but my sense is Adobe has leapt
forward hugely. People are marvelling at finding Avid in Best Buy, Adobe
has been there for years. Brand awareness may be coming, too little too
late? If Avid only had a few dozen Mariannas working social media...
A concrete example https://www.facebook.com/ScriptSyncFans 7 posts since
the beginning of August.. No account on twitter.
https://www.facebook.com/aftereffects 12 posts since the beginning of
the month after parsing out the Speedgrade news. On twitter 8 posts In
the last 24 hours but prior to the IRIDAS announcement. Perhaps not the
fairest comparison given how established AE (not Assistant Editor) is.
But life is not fair.
In one of the postchats I was left with a strong impression Adobe's free
training resources were fairly well known. Avid? They have that? Wow,
never knew. We have all seen posts about Avid's advertising and its lack
of impact. It is time Avid got into serious guerrilla marketing. Because
as Terry said:
"On 9/8/2011 7:59 AM, Terence Curren wrote:
>
> Not good for Avid. :-( "
>
I suspect the window slams shut in a high wind one way or another by the
end of NAB. Of course I could be surprised in the 3 days of IBC?
DD
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