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Marketing your brand in today's digital world
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Presented to the Magazine Publisher's Association Independent Publishers Conference in Chicago, IL on May 16, 2008
Matt DickmanSeguir
Executive Director, Head of Digital en Comcast CorporationPublicidad
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Marketing your brand in today's digital world
- Marketing your brand in today’s digital world Matt Dickman//Fleishman-Hillard//MPA//May 2008
- Welcome.
- About me.
- http://www.google.com/search?&q=matt+dickman
- What do you want to takeaway today?
- If you don’t like change, you’re going to like irrelevance even less. General Eric Shineski, Retired Chief of Staff, U.S. Army
- Put strategy first.
- “The best idea is boss.” -CP+B
- Start with goals in mind.
- And a solid foundation.
- Social media Search Mobile marketing Email marketing Advertising Publishing 1.0 - Quality web site with robust CMS
- The world has changed.
- Old model was pushing messages out to 1,000,000 to touch 100.
- New model is reaching 100 who reaches 1,000 who reaches 100,000.
- 1.0 to 2.0
- The influencers changed.
- Created by David Armano (http://darmano.typepad.com
- 60,000 source: YouTube.com
- 75,000 (close to one every second) source: Technorati.com
- 1,200,000 (50,000 per hour) source: Technorati.com
- 240,000 (close to three every second) source: Technorati.com
- 75,000,000 (and counting) source: Techcrunch.com
- The roadmap changed.
- The language changed.
- <html> <head> <title>The web changed things.</title> </head> <body> Hello World! </body> </html>
- The pace changed.
- Choice is growing exponentially.
- The niche publisher’s sweet spot.
- Publishers are at a crossroads.
- How do you stop pushing out content and start having conversations?
- How do you stop shouting?
- Traditional digital is running rampant.
- Sometimes that works.
- It just doesn’t work in a vacuum.
- Or a silo.
- In digital, experiences rule.
- Storytelling is a must.
- Creating and enabling fans.
- 1-to-1.
- Right message, right time, right person.
- Location agnostic.
- Portable.
- Widgets are portable, brand gateways.
- Time agnostic.
- We have to adapt.
- End of interruption.
- Social media will be the standard.
- It’s all personal.
- The “me” economy.
- 15 megabytes is the new 15 minutes.
- Reader buzz can be great.
- Or really bad.
- Hurricane Kohls.
- Paul McEnany | http://heehawmarketing.typepad.com
- Wal-Mart flog.
- Either way, it spreads quickly.
- They don’t call it viral for nothing.
- We have to keep our eyes open.
- And look below the surface.
- Micromedia.
- Minneapolis bridge collapse.
- Bridge collapses - 6:00pm
- I hear about it on Twitter a little after 6pm.
- The story unfolds.
- 29 minutes
- 45 minutes
- 45 minutes
- 49 minutes
- Mainstream media catches up.
- 1 hour
- Some alert friends.
- 1 hour 42 minutes
- Some ask questions.
- 3 hours 8 minutes
- Some reflect back.
- People upload images.
- Distributed through widgets.
- And through mashups.
- There are new worlds to explore.
- Adding value should ALWAYS be the goal.
- Thank you! Matt Dickman mattdickman@gmail.com http://technomarketer.typepad.com
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