objects & relationships marketing presentation
DESCRIPTION
I was asked to present a POV of "online video" at the International Association of Culinary Professionals (IACP) in Portland this year (April 2010). This is my presentation.TRANSCRIPT
![Page 1: Objects & Relationships Marketing Presentation](https://reader035.vdocuments.us/reader035/viewer/2022062705/556a50f9d8b42a7a138b471d/html5/thumbnails/1.jpg)
Fleishman-Hillard Digital | Dallas
Marketing Your Brand with Online Video
1
![Page 2: Objects & Relationships Marketing Presentation](https://reader035.vdocuments.us/reader035/viewer/2022062705/556a50f9d8b42a7a138b471d/html5/thumbnails/2.jpg)
Fleishman-Hillard Digital | Dallas 2
Communication is evolving
![Page 3: Objects & Relationships Marketing Presentation](https://reader035.vdocuments.us/reader035/viewer/2022062705/556a50f9d8b42a7a138b471d/html5/thumbnails/3.jpg)
Fleishman-Hillard Digital | Dallas 3
Broadcast
Centralized control; broad message deployment
Traditional: Closed
Narrowcast
Centralized control; specific message deployment
Online: Closed
Networked
Decentralized control; fluidity; dynamic message deployment
Digital: Open
From Closed to Open Media
![Page 4: Objects & Relationships Marketing Presentation](https://reader035.vdocuments.us/reader035/viewer/2022062705/556a50f9d8b42a7a138b471d/html5/thumbnails/4.jpg)
Fleishman-Hillard Digital | Dallas 4
Specificity
Organization
Traditional Outreach: Broadcasting to 1,000,000 to engage 100New Outreach: Engaging the right 10 people who reach 1,000 who influence 10,000
![Page 5: Objects & Relationships Marketing Presentation](https://reader035.vdocuments.us/reader035/viewer/2022062705/556a50f9d8b42a7a138b471d/html5/thumbnails/5.jpg)
Fleishman-Hillard Digital | Dallas
Shifts in Media Consumption
The communications landscape has changed as a result of social media and the growth is exponential
2009 Statistics:• More than 70 million
videos on YouTube• Over 133,000,000 blogs
indexed on Technorati • 1.7 billion tweets on Twitter• 400 million + users
on Facebook representing 170 countries/territories
• Dramatic decline in newspaper circulation
5
5
![Page 6: Objects & Relationships Marketing Presentation](https://reader035.vdocuments.us/reader035/viewer/2022062705/556a50f9d8b42a7a138b471d/html5/thumbnails/6.jpg)
Fleishman-Hillard Digital | Dallas
PLATFORMS ARE EVOLVING
![Page 7: Objects & Relationships Marketing Presentation](https://reader035.vdocuments.us/reader035/viewer/2022062705/556a50f9d8b42a7a138b471d/html5/thumbnails/7.jpg)
Fleishman-Hillard Digital | Dallas
From content produced and controlled by a few …
To content produced by everyone and controlled by no one.
From independent, closed mediums …
To hyper-relevant, connected forums that feed into and from one another in a social nexus of opinions.
![Page 8: Objects & Relationships Marketing Presentation](https://reader035.vdocuments.us/reader035/viewer/2022062705/556a50f9d8b42a7a138b471d/html5/thumbnails/8.jpg)
Fleishman-Hillard Digital | Dallas
EvolvingContent is
![Page 9: Objects & Relationships Marketing Presentation](https://reader035.vdocuments.us/reader035/viewer/2022062705/556a50f9d8b42a7a138b471d/html5/thumbnails/9.jpg)
Fleishman-Hillard Digital | Dallas 9
SOCIAL OBJECTS
![Page 10: Objects & Relationships Marketing Presentation](https://reader035.vdocuments.us/reader035/viewer/2022062705/556a50f9d8b42a7a138b471d/html5/thumbnails/10.jpg)
Fleishman-Hillard Digital | Dallas 10
Sharing
Rela
tions
hip
Reach
Growth
![Page 11: Objects & Relationships Marketing Presentation](https://reader035.vdocuments.us/reader035/viewer/2022062705/556a50f9d8b42a7a138b471d/html5/thumbnails/11.jpg)
Fleishman-Hillard Digital | Dallas
ENGAGEMENT
11
![Page 12: Objects & Relationships Marketing Presentation](https://reader035.vdocuments.us/reader035/viewer/2022062705/556a50f9d8b42a7a138b471d/html5/thumbnails/12.jpg)
Fleishman-Hillard Digital | Dallas 12
Sharing
Rela
tions
hip
Reach
Growth
![Page 13: Objects & Relationships Marketing Presentation](https://reader035.vdocuments.us/reader035/viewer/2022062705/556a50f9d8b42a7a138b471d/html5/thumbnails/13.jpg)
Fleishman-Hillard Digital | Dallas 13
Sharing
Rela
tions
hip
Reach
Growth
![Page 14: Objects & Relationships Marketing Presentation](https://reader035.vdocuments.us/reader035/viewer/2022062705/556a50f9d8b42a7a138b471d/html5/thumbnails/14.jpg)
Fleishman-Hillard Digital | Dallas 14
Sharing
Rela
tions
hip
Reach
Growth