1. RTV 453 Week 10 All cell phones and technology off and put away except as approved by signed form

2. Project Reflection Who is your Target Audience (in standard age breaks)? How will you get them to find your work? What will you do week to week that keeps them coming back and continuing to think of you? NOT people you know...

3. Over the past several weeks… ‘Digital Natives’ ‘Living’ in social communities Social behavior / participation Zones of Social Media – Zone 1 is Social Community. – Zone 2 is Social Publishing. – Zone 3 is Social Entertainment. – Zone 4 is Social Commerce.

4. Over the past several weeks… User Participation, User-Generated Content, and Crowdsourcing The 5 th P of marketing –classic view is that organizations accomplish these goals through a marketing mix that includes the so-called Four Ps: Product, Price, Promotion, and Place (or distribution). +Participation MarCom, traditional media, digital media similarities and differences

5. Then… Understanding advertising, marketing, using the media to reach people Understanding issues in what we’re marketing: SWOT Understanding consumers (psychology) Understanding groups of people (sociology)

6. Theories and Models Social Object Theory – explains that shared objects give meaning to a social vehicle and motivate member engagement. Diffusion of Innovations –Related to 2-step flow and Opinion leaders

7. THEN… The Zones of Social Media –Social Community (Chap. 5) –Social Publishing (Chap. 6) –Social Entertainment (now) –Social Commerce (next)

8. Google is a verb How important is Yahoo!, Bing, etc. How vulnerable is Google? Easy to find a lot of information –83% of recruiters used search engines to learn more about candidates (ExecuNet.com) –43% eliminated candidates based on the results. –As I referred to before, privacy issue, access to information

9. Who Are You? Personal branding: –describes: What’s special and unique about you? –Why are you not a commodity? This must come out immediately when people google you. (what is a commodity?) –Your Personal Brand is who you are. –Your personal brand will help attract the right people, organizations & opportunities, AND repel those that are inappropriate for you.

10. You Can’t Touch This Personal Branding Personal Branding 2 And so, your content, your public image, your branding, branding yourself --- creating value, and thus profits…

11. What should be public? Personality Professional Information Family Information Most Things ‘Public Image’? / Spin?

12. What should NOT be public? Religion Sex Politics Nudity Illegal Behavior Immoral Behavior Anything Not Acceptable in Public NCAA ‘monitoring athletes’?

13. When does publicly posted information go away? Nothing online every really goes away, even if you think you deleted it. The Internet Wayback MachineInternet Wayback Machine Google cache contain copies of deleted information.

14. Think about your project... Do you want to: –Become an expert and thought leader in your field? –Get more and better clients? –Position yourself for advancement –Network with others in your field and increase your circle of influence? –Engage your marketplace and peers? –Sell more products and services? (make money)

15. Internet Presence is... Effective Web site Social networking sites: LinkedIn / Facebook Ebooks and whitepapers you've authored Blogs -- search engines love them Any press you receive from mainstream media (it's all essentially online) Books reviews on Amazon and Barnes & Noble on books in your professional area Advertising, for example media buys, Adwords Marketing, and other PPC Email and email lists Online video, on your Web site(s), via Web casts, and video sharing sites like YouTube SEO... And much more

16. Ways to establish your brand LinkedIn (search engines, speaker) Facebook Comments on targeted blogs –Find blogs, Technorati Online book reviews Mainstream media Write and publish articles Your web site, your blog -search results Create a lens (site?)

17. Squidoo A lens is one person's view on a topic that matters to her. It's an easy-to- build, single web page that can point to blogs, favorite links, RSS feeds, Flickr photos, Google maps, your eBay auctions, CafePress designs, Amazon books or music, and oh so much more. What about HubPagesHubPages

18. And what else can you do? Create and distribute podcasts Write ebooks Viral video Twitter Google Alerts What else? And what else is next?

19. Dealing with Digital Dirt What is it? How do you control it? Respond or not...

22. Copy Platform Why? ‘foundation’ ‘blueprint’ and creative thinking & development Client Objective Sales Theme Positioning Approach: spokesperson (types) – ‘appeal’?, humorous, video / blog / branded game / stunt, podcast…

23. Back to the Sales side... Creative advertising Types of radio and TV spots Copy platform Target audience and appeals Positioning and Branding Business examples: Kmart, fast food, chain restaurants, soft drinks, pain relievers, coffee shops...

24. Why think about what business are and do? Don’t reinvent the wheel Learn from others’ mistakes Notice market trends Back to: making your ‘business’ stand out…

25. Mindshare Think of effective ads Think of product categories –Hotels, restaurants, clothing stores, grocery stores, beers, soft drinks... Think of business’ sales goals Think of who their target audience is Think of how they appeal to you –Brand fans

26. As we pull together… Social Community – engagement Social content – publishing and engaging Social entertainment – engaging, branding, building profits, and Social commerce… Where do we ‘fit in’? ###