Presentation for University

1. www.identity-
www.identity-brands.com

2. Intro: What is Digital Media?
• Anything on
computers, mobiles,
games, TV, DVD,
watches, MP3 players
• Email, browsing,
music, videos,
chatting, shopping,
researching.
• Etc, etc.......

3. A New Media Map
• What’s
different?
– Fast
– Cheap
– Accessible
– Decentralised
– Democratic
– Flexible
– Rapidly changing
– And MASSIVE!

4. Massive: Size and Change
• eBay
– 14 Million
auctions
• Wikipedia
– 6 Million articles
– 50 languages
• YouTube
– 100 Million videos
• Warcraft
– 8 Million players

5. Do you have: Do you:
• Website • Answer emails
• Forum • Let users submit
• Blog content
• Unmoderated?
• Wiki
• Leaving up bad
• Social networks comments?
• User • Join conversations
• Group going on in other
• Promo page places about you,
• Twitter your industry,
your community?
• Have someone
responsible for
this?

8. Digital media tools
• Blogs –
• Microblogs -
• RSS -
• Widgets -
• Social networks -
• Social bookmarks -

9. some more..
• Podcasts -
• Video sharing sites -
• Photo sharing sites -
• Virtual worlds -
• Wikis -

10. and some more…

11. Different
mediums of
DIGITAL
Media

12. CONSUMER GENERATED MEDIA
• Consumer advertising on
eBay, YouTube
• Consumer created ads for
Doritos, Heinz
• 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

13. ONLINE VIDEO
• Daily traffic to YouTube
has nearly doubled to
48%
• 48 % of respondents
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

14. SEARCH
• Search is the number one
use of the Internet
• SEO helps a marketer’s
website become listed
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

15. WIDGETS
• Widgets help marketers to
deliver their product and
service to the desktops of
consumers computers
• 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.

16. MOBILE
• 41% of consumers will
purchase cell phones,
making it an increasingly
viable advertising channel
• Non-digital media (print
ads, direct mail, outdoor)
are incorporating mobile
text messaging call-to-
actions to generate more
immediate consumer
responses

17. 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
experience for others
• Examples of Web 2.0
– Most Popular Visited Pages
– Consumer reviews of
products
– Onsite Comments and
Feedback
– Tags and Buzzclouds

18. ONLINE ADVERTISING
• Contextually relevant ad
placements (typical ad
placements based on content
that matches advertisers
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)

19. EMAIL
• House lists over bought lists
- bought lists produce spam between
and subsequently backlash 40% to
• Content driven - email’s 70% of all
value to the receiver is email is
based on it’s content
currently
• Sent rate, open rate, click-
throughs are the primary getting
metrics that determine an blocked by
email campaign’s success spam
filters!

20. WEBSITE
• Websites are becoming
more transactional
over informational
• Microsites are
increasing in popularity
as a method for
addressing specific
events and supporting
specific campaigns

21. 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.
• 81% of those polled said they believe blogs,
online rating systems and discussion forums give
consumers "a greater voice" in customer service.

22. Social media is
• Having conversations online
• and sharing of information
• A new web tool or technology that connects
people

23. The old communication model was
a monologue the new is a
monologue,
dialogue

24. Why social media is important
• Borderless-can reach an international
audience
• Multimedia opportunities: reach more audience
• Drive traffic to your websites
• Increase SEO
• Gather feedback and build relationships with
TA
• Lower cost, but not free

25. Pitfalls of social media
• Skills/knowledge gap
• Lack of understanding of etiquette
• Loss of control
• Can cause reputation damage
• Often public, immediate and permanent
• Viral in nature

26. Conclusion
• 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
as possible. If you adequately represent
yourself through social media, you could
influence the first seven or eight results of
their search

27. 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
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

28. Recommended Blogs and books
• Steve Rubel.com • Reality check by Guy
• Brian Solis.com Kawasaki
• Neville Hobson.com • The Social Media
• Ste Davies.com Bible by Lon Safko
and David K. Brake
• PR Squared by Todd
Defren • The New Rules of
Marketing and PR by
• Mashable David Meerman Scott
• Wolftstar • Crush It by Gary
Vaynerchuck

29. Thank U

30. Some links
• http://www.youtube.com/watch?v=Iqj5UX0DliE
• http://www.youtube.com/watch?v=QLd9q88ohUs
• http://www.youtube.com/watch?v=ZE5bncAEhSQ