its a mad, mad, mad, mad world wide web stafford kendall principal, covalent logic
TRANSCRIPT
It’s a Mad, Mad, Mad, Mad World Wide Web
Stafford KendallPrincipal, Covalent Logic
The Digital Society
Born DigitalDigital Immigrants
Digital Settlers
WHEN I SAY INTERACTIVE MEDIA….
E-mail NewslettersSocial MediaOnline AdvertisingWidgets & Flash gamesAnd, of course, corporate Web sites.
WHERE NEW MEDIA FITS
Niche Messaging
Re-marketing
Advance Testing of Mass Messages
Full marketing cycle – promote, inform and sell in one medium
WHAT NEW MEDIA ISN’T
A magic bullet to reach 15-25 yr oldsEasy, cheap or freeIndependent of other mediaFor marketing, exclusively.
All interactive should be designed with full business process in mind.
Speed to Market
Town CrierLetterTelephoneRadioTVWeb SiteEmailFacebookTextingTwitter
Conversation vs. Broadcast
Conversation Broadcast
LetterTelephoneIn-Person
Town CrierRadio
TV
Web SiteEmail
Social MediaTexting
Consider Social Networking
FacebookTwitterBlogEmail Newsletter
Let’s Play a Game
Write something personal on an index card. Don’t write your name
or give anyone any clue you wrote it.
Broadcast
TwitterFacebook PagesBlogsEmail Newsletters
Conversation
MySpaceFacebook GroupsLinkedINBlogs Discussion Boards
Definitions
Google looks “to organize the world’s information and make it universally accessible and useful.”
Twitter wants “people to share and discover what’s happening right now, anywhere in the world.”
Facebook “helps you connect and share with the people in your life.”
A sliding scale from anonymous => personal, and from universal => intimate.
There’s Nothing New Under the Sun
Same rules of etiquette and grace apply. Trust your instincts.Listen before you speak.Introduce yourself.
Etiquette
Listen, more than you talk.Don’t talk about religion and politics.Don’t post when you’ve had a drink.Sarcasm doesn’t type well.Sincerity is the most important rule.Don’t play in the sandbox, until you know the rules.
DEVELOPMENT CYCLE
Set GoalsExecuteAssess – survey, reports, commentsAdjustAssess - reports
Interactive is never finished.
GOALS
Be realistic – interactive campaigns can’t fix what’s wrong with a company or product without follow through from the top.
Combine interactive goals with offline goals. It’s not a separate world anymore.
If you build it, you still have to get them to come. Plan for promotion.
EXECUTION
DIY & Free will come off just like it does when you DIY home construction.
Plan the launch, as well as the project.
ASSESS
Random comments from interested folks don’t matter.
Judge based on your goals.
Don’t be afraid to be wrong. And admit it. And modify your plan.
Build It
Minimum:– Share– Email to a Friend– Subscribe
Extras:– Facebook Page– Facebook Group– Twitter
Facebook Users
Share On Facebook
Page
BroadcastGet “fans”Message the groupPostings appear in fans’ News FeedUpdate once a week – minimum.Message once a week – maximum.
Page
Group
ConversationCan be privatePosts do not appear in News FeedCan message whole groupHave to “let it go” more than with a Page.
Group
Causes
App to encourage action – using overt viral networking and broadcast tools.Adds donation portal to “Page” concept.Once a week updating is a good pace.
Causes
Multiple feeds – niche, niche, niche. Write evergreen tweets before you start to help fill the void.No necessary, required updating schedule, once a day is a good pace.
Keys to the Kingdom
Trust your instincts.
Stop talking to listen - Get more than you give.
Read, read, read.
Flexibility & Risk-Taking