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Intro: What is Digital Media?

• Anything on computers, mobiles, games, TV, DVD, watches, MP3 players

• Email, browsing, music, videos, chatting, shopping, researching.

• Etc, etc.......

A New Media Map

• What’s different?

– Fast

– Cheap

– Accessible

– Decentralised

– Democratic

– Flexible

– Rapidly changing

– And MASSIVE!

Massive: Size and Change

• eBay– 14 Million auctions

• Wikipedia– 6 Million articles– 6 Million articles

– 50 languages

• YouTube– 100 Million videos

• Warcraft– 8 Million players

Do you have:

• Website

• Forum

• Blog

• Wiki

• Social networks

• User

Do you:

• Answer emails

• Let users submit content• Unmoderated?

• Leaving up bad comments?

• Join conversations • User

• Group

• Promo page

• Twitter

• Join conversations going on in other places about you, your industry, your community?

• Have someone responsible for this?

Digital media tools

• Blogs –

• Microblogs -

• RSS -• RSS -

• Widgets -

• Social networks -

• Social bookmarks -

some more..

• Podcasts -

• Video sharing sites -

• Photo sharing sites -• Photo sharing sites -

• Virtual worlds -

• Wikis -

and some more…

Different mediums of DIGITAL Media

CONSUMER GENERATED MEDIA

• Consumer advertising on eBay, YouTube

• Consumer created ads for Doritos, Heinz

• Blogs created by consumers and adopted

• Blogs created by consumers and adopted by major brands

• Google Ads created by consumers to promote their hobbies, businesses

• Websites created by fans of brands

ONLINE VIDEO

• Daily traffic to YouTube has nearly doubled to 48%

• 48 % of respondents used a video-sharing site, used a video-sharing site, up from last year's 33%

• 15% of the respondents used a video-sharing site in the day before they answered the survey

SEARCH

• Search is the number one

use of the Internet

• SEO helps a marketer’s

website become listed

prominently on the Search prominently on the Search

Results Page of Search

Engines (Google, Yahoo!)

• Pay-per-click SEM sends qualified leads directly to your website or landing page

WIDGETS

• Widgets help marketers to

deliver their product and

service to the desktops of

consumers computers

• Widgets are downloadable • Widgets are downloadable

and are easily embedded on

consumers own websites,

Social Network Pages, or

blogs like calendars,

calculators, traffic monitors,

stock monitors, weather

forecasts, news tickers,, etc.

MOBILE

• 41% of consumers will purchase cell phones, making it an increasingly viable advertising channel

• Non-digital media (print • Non-digital media (print ads, direct mail, outdoor) are incorporating mobile text messaging call-to-actions to generate more immediate consumer responses

WEB 2.0

• Web 2.0 refers to the trend in web development that recognizes how people are using a website and uses that activity help shape the website help shape the website experience for others

• Examples of Web 2.0– Most Popular Visited Pages– Consumer reviews of products

– Onsite Comments and Feedback

– Tags and Buzzclouds

ONLINE ADVERTISING

• Contextually relevant ad

placements (typical ad

placements based on content

that matches advertisers

areas of interest)areas of interest)

• Rich-media (transactions and

data gathering are built

directly into the ad unit)

• Sponsorships

• Affiliations (ad serving

networks that deliver click-

throughs to your site)

EMAIL

• House lists over bought lists - bought lists produce spam and subsequently backlash

• Content driven - email’s value to the receiver is

between

40% to

70% of all

email is value to the receiver is based on it’s content

• Sent rate, open rate, click-throughs are the primary metrics that determine an email campaign’s success

email is

currently

getting

blocked by

spam

filters!

WEBSITE

• Websites are becoming more transactional over informational

• Microsites are • Microsites are increasing in popularity as a method for addressing specific events and supporting specific campaigns

SOCIAL MEDIA

• Online communities of people

• Share ideas, content, and recommendations

• 74% of respondents choose companies or brands based on customer service experiences shared by other Web users on the Internet. other Web users on the Internet.

• 81% of those polled said they believe blogs, online rating systems and discussion forums give consumers "a greater voice" in customer service.

Social media is

• Having conversations online

• and sharing of information

• A new web tool or technology that connects people

The old communication model was a monologuemonologuemonologuemonologue, the new is a

dialoguedialoguedialoguedialogue

Why social media is important

• Borderless-can reach an international audience

• Multimedia opportunities: reach more audience

• Drive traffic to your websites

• Increase SEO• Increase SEO

• Gather feedback and build relationships with TA

• Lower cost, but not free

Pitfalls of social media

• Skills/knowledge gap

• Lack of understanding of etiquette

• Loss of control

• Can cause reputation damage

• Often public, immediate and permanent• Often public, immediate and permanent

• Viral in nature

• As with any PR strategy, social media PR is about “messaging,” but “messaging” entails a lot more than just communication – it also requires efficient delivery on the internet, which requires SEO – and SEO now requires SMO

• When someone is searching for your company you want to influence their results as much

Conclusion

you want to influence their results as much as possible. If you adequately represent yourself through social media, you could influence the first seven or eight results of their search

Conclusion continued

• Those organizations which neglect social media are not only neglecting the lion’s share of PR outreach opportunities, but they also risk being misrepresented by a competitor or a disgruntled consumer

• More importantly, public relations involves more • More importantly, public relations involves more than just propagation – it’s a boundary spanning process through which an organization and its publics interact. There’s no better current means for practicing sound PR than social media

• Companies who don’t engage social media now are no better off than the organizations who neglected making their own website a decade ago

Recommended Blogs and books

• Steve Rubel.com

• Brian Solis.com

• Neville Hobson.com

• Ste Davies.com

• PR Squared by Todd

• Reality check by Guy Kawasaki

• The Social Media Bible by Lon Safko and David K. Brake

• PR Squared by Todd Defren

• Mashable

• Wolftstar

• The New Rules of Marketing and PR by David Meerman Scott

• Crush It by Gary Vaynerchuck

Thank UThank UThank UThank U

Some links

• http://www.youtube.com/watch?v=Iqj5UX0DliE• http://www.youtube.com/watch?v=Iqj5UX0DliE

• http://www.youtube.com/watch?v=QLd9q88ohUs

• http://www.youtube.com/watch?v=ZE5bncAEhSQ