presentation given to journalism class at the University of Cincinnati

2. Dateline: Chaos
» the future?!
» content, consumers and chaos
» the state of paid, owned and earned media
» brands in crisis
» tools/concepts to remember

3. the future?!
A Five-Year Prediction, from 2005
Facebook will have 600MM members, a movie and more display ad
revenue than Yahoo. The newly launched YouTube will get more
searches than Yahoo.
»Foursquare: 2009
»iTunes App Store: 2008
»Twitter: 2006
»YouTube: 2005
»Facebook: 2004
»LinkedIn: 2003
»iTunes: 2001

4. Content
» content includes blog posts, images, video, 140
characters, comments and status updates
» as content/devices expand beyond comprehension,
our time and attention remain finite
• movie night = Cable/Dish, DVR, Netflix, Amazon,
Xbox Live, PlayStation Network, DVD, Blu-ray,
Roku, Apple TV, Hulu, Boxee or Youtube
• 30 billion+ pieces of content shared on Facebook
every month

5. Content
» People using technology to do online…
Platforms Blogging Social Video/ Photo/ Communities/ Online
Networks/ Audio Sharing Wikis Gaming/
Geo-Location Virtual
Worlds
Sites Twitter, Facebook, Youtube, Flickr Wikipedia, Club
Blogger, MySpace, Cincy Moms Penguin,
Wordpress LinkedIn Like Me Second Life
…many of the things they do offline
Behaviors Create Connect Collaborate React Organize
Amplified

6. Consumers
» consumer habits change to meet their time-
starved needs
• mobile
• Multi-screen experiences
• (over)sharing

7. Consumers
• documenting the experience means as much as
the experience itself
7

9. Chaos
» mobile phones make
citizens journalists
» media need consumer
reporters & readers
» media are accountable for
accuracy and quality
» how does this impact speed
and credibility

10. Chaos / Privacy
» From a “1984” fear of one organization
monitoring our every move to actively recording
our every move for multiple organizations:
• Status updates
• Check-ins
• Food/Music/TV/Movies
• Travel schedule
• Bathroom habits

11. Chaos / Privacy
» Personal vs. Professional
• 9 to 5 vs. 24/7
• Freedom vs. always on
• Facebook vs. LinkedIn

12. Chaos / Privacy

13. Paid / Owned / Earned
» paid: as resources dwindle,
need/creativity is escalating
» owned: brands create
better content to gain
consumer attention
» earned: public relations and
community relations
combine

14. Digital is Dissolving Media Boundaries
No Channels

15. Brands in Crisis

16. BP Failed Before Oil Spilled
» The CEO single-handedly polarized government,
public and activists
» No prior social media presence
» A fake BP PR Twitter account
made it tough to gain attention
and point to their well-detailed
side of the story
» Flickr-based logo contests

17. Facebook Hires Burson-Marsteller
» Facebook goes after Google via global PR firm
» Backfires because Google exposes them
» Facebooks brand changes over night
» Privacy becomes greater concern

18. Netflix CEO Handles Business Shift
» Reed Hastings, famed CEO sends out email and
blog post about new brand Quickster to separate
DVD mail service vs streaming
» Good intentions lead to back lash even if it is the
right business decision for Netflix

20. Brands in Crisis
» this is not an option

21. tools/concepts to remember
» transmedia storytelling
» portable content, easily shared and consumed
» curation tools
» it’s not about every channel, just the right ones
» sources/automagic sites are directional, not
definitive

22. search (paid and organic)

23. concepts to remember
» change is constant
» consider new rules for new tools
» test and learn
» never throw out the golden rules
» follow the consumer to follow the story