The topic of discussion is consistently including new media - but how new is new? Some thoughts on what we should be looking at and thinking about....

1. New Media
Where are we and where are we going?
www.apparent.com.au | content in the context of the audience

2. Areas we’ll cover
Ø Content
Ø Data
Ø
Customer centricity
Ø
Channel fragmentation
Ø
Message delivery
Ø
Privacy implications
Ø
Staying on top of everything…..

3.
5 things to ponder….

4. purpose.

5. What is new media?

6. Launched – May 2003
Launched - February 2004
Created - February 2005
First tweet – July 15, 2006
Launched - June 2011
Launched – September 2011

7. Those not so
fortunate….

8. AC Nielsen “reveals 73% of internet-connected Australians
are using some sort of social networking site, and many do
so to communicate with their friends about their opinions
on certain brands.”

10. We measure social media in old media
terms - reach and frequency – the focus
is on likes, re-tweets, followers, and
recommendations. We need to define
success not by social media volume, but
rather by customer value and
engagement….

12. The importance is focusing on the customer and not
the channel…. it starts with, and ends with, the
audience.

13.
Behaviour is T- shaped – broad, shallow with some depth…..

14.
Audience, channel and content integration

15. Facebook Facebook
YouTube Twitter
Blog LinkedIn Awareness &
Content sales
idea
Google+ YouTube
Brand equity and word of mouth within
community
Pinterest Blog
Content Idea Choose the Consider a range of Generates brand equity within platforms and drives Members of
that has value relevant platforms relevant platforms word-of-mouth within community – assisting community become
for community deliver idea to share idea growth of community engaged customers

16.
But there’s something happening…..

20. Fatigue

21. The result? Every channel fails

22.
Fearing the audience “switch-off”

25. The future
is in the data

27. What day now includes what time..

30.
Distribution of half-lifes over four different referrer types. Facebook, twitter and direct link (links
shared via email, instant messengers etc.) half lifes follow a strikingly similar distribution.
http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay

32. Implications of proposed new privacy legislation
• New bill includes a prohibition on direct and digital marketing that will restrict the way businesses can
communicate with their customers through both traditional marketing channels as well as digital
channels such as online and social media.
• Also will require opt‐outs to be included in marketing and advertising messages
• “Imagine a world where twitter messages include an opt‐out?”
• Interestingly, the review of the privacy act started six years ago at a time when Facebook and Twitter
didn’t even exist….
• Could have significant impact on marketers and the direct to customer marketing activities.

33.
So, what’s next?

35.
2. Digital Omnivores

36.
3. Gesture controlled devices

38. 4. Mobile….

39. Mobile growth…
Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/

40. …goes on…
Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/

41. …and on…
Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/

42. …and on…
Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/

43. 5. Audience identification

44. Interest graphs
http://gigaom.com/cloud/the-personalized-web-is-just-an-interest-graph-away/

45. Social graph & Interest graph
http://www.digitaleyemedia.com/blog/social-graph-enhanced-by-interest-graph.html

46. How to keep up

47. Content “snacking” – where are your sources?

51. Thanks
phil@apparent.com.au
twitter.com/phillipsmith
twitter.com/weareapparent
facebook.com/weareapparent