Its a Mad, Mad, Mad, Mad World Wide Web Stafford Kendall Principal, Covalent Logic
The Digital Society Born Digital Digital Immigrants Digital Settlers
WHEN I SAY INTERACTIVE MEDIA…. Newsletters Social Media Online Advertising Widgets & Flash games And, 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 ISNT A magic bullet to reach yr olds Easy, cheap or free Independent of other media For marketing, exclusively. All interactive should be designed with full business process in mind.
Better than Other Media Print: Lots of space to add details Radio: Easy to record audio Television: Dont have to count seconds Outdoor: Simple messages simply work online. Direct Mail: Completely customizable WOM: Easy to share
All the Worst of Other Media Print: Rarely is the whole message read. Radio: Hard to use one voice to reach all audiences. Television: Still have to produce excellence, and keep their attention. Outdoor: Will they even glance at the message when they surf by? Direct Mail: Seems cheesy and uncaring. WOM: Easy to share a negative.
Speed to Market Town Crier LetterTelephoneRadioTV Web Site FacebookTextingTwitter
Conversation vs. Broadcast ConversationBroadcast Letter Telephone In-Person Town Crier Radio TV Web Site Social Media Texting
Consider Social Networking FacebookTwitterBlog Newsletter
Lets Play a Game Write something personal on an index card. Dont write your name or give anyone any clue you wrote it.
Broadcast Twitter Facebook Pages Blogs Newsletters
Conversation MySpace Facebook Groups LinkedINBlogs Discussion Boards
Definitions Google looks to organize the worlds information and make it universally accessible and useful. Twitter wants people to share and discover whats 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.
Theres 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. Dont talk about religion and politics. Dont post when youve had a drink. Sarcasm doesnt type well. Sincerity is the most important rule. Dont play in the sandbox, until you know the rules.
DEVELOPMENT CYCLE Set Goals Execute Assess – survey, reports, comments Adjust Assess - reports Interactive is never finished.
Online, You Should Still… Define the Target Audience Create a Message Distribute the Message Assess the Campaign
GOALS Be realistic – interactive campaigns cant fix whats wrong with a company or product without follow through from the top. Combine interactive goals with offline goals. Its 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.
Manage It Make a daily & weekly action plan. Just like losing weight – 10 minutes a day can make a difference.
Grow It Invite by Follow Up In-Person Seek Out Opinion Leaders Nurture with Content Make it Valuable More Than Repurposed
Let It Go Start the Message and then let it go, let it grow, let it change, and build.
ASSESS Random comments from interested folks dont matter. Judge based on your goals. Dont be afraid to be wrong. And admit it. And modify your plan.
Support with Off-line Print: Earned Media Radio: Drive Time Television: Morning Shows Direct Mail: Postcards! Web Site: WordPress.com Newsletters: Constant Contact, My Emma. Social Networking: Facebook, Blogs, Twitter
Build It Minimum: – Share – to a Friend – Subscribe Extras: – Facebook Page – Facebook Group – Twitter
Facebook Users
Share On Facebook
Page Broadcast Get fans Message the group Postings appear in fans News Feed Update once a week – minimum. Message once a week – maximum.
Page
Group Conversation Can be private Posts do not appear in News Feed Can message whole group Have 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
Twitter 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