STRATEGIC USE OF NEW MEDIA Stafford Kendall Principal, Covalent Logic

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Presentation transcript:

STRATEGIC USE OF NEW MEDIA Stafford Kendall Principal, Covalent Logic

WHEN I SAY NEW MEDIA Newsletters / one-to-one campaigns Social Networking – Facebook, MySpace, LinkedIN (primarily) Bebo, Blogs & YouTube Online Advertising Widgets & Flash games And, of course, product, promotional and corporate Web sites.

WHERE NEW MEDIA FITS Interactive is good for: 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 yr olds Easy, cheap or free Independent of other media For marketing, exclusively. All Web sites should be designed with full business process in mind.

DEVELOPMENT CYCLE Set Goals Execute Assess – survey, reports, comments Adjust Assess - reports Interactive is never finished.

GOALS Be realistic – a beautiful Web site isn’t going to change the world. 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.

TRENDS IN NEW MEDIA DesignTechnologyContentNavigation

DESIGN Mobile-centricPersonalization Truly Interactive Flash Watch it wiggle, see it jiggle is dead. Movement has purpose now.

DESIGN

TECHNOLOGY Separation between the desktop and the Web is disappearing with universal access is going away – replaced by social networking “dashboards” Change is one thing, progress is another. – Bertrand Russell

TECHNOLOGY

CONTENT AppropriateExpectedUnexpectedVisitor-centric “Beautiful can't make up for empty.” — Business Week

CONTENT Self-Centered Social Networking CustomizedPersonalized Members of the "millennial generation" are more selfish and narcissistic. – NPR report

CONTENT

NAVIGATION Guidelines to follow: Rule of 7 Parity: Audience, Action, Content Layman terminology (ask your dad to visit the site and try to accomplish a task) If we think about the obvious long enough, it dissolves. - Mason Cooley

NAVIGATION Interactive Navigation: Maps Category Clouds Getting there is half the fun.

NAVIGATION

WEB 2.0 I think Web 2.0 is of course a piece of jargon, nobody even knows what it means. If Web 2.0 for you is blogs and wikis, then that is people to people [connection]. But that was what the Web was supposed to be all along. - Tim Berners-Lee

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