It’s a Mad, Mad, Mad, Mad World Wide Web Stafford KendallPrincipal, Covalent Logic
The Digital Society Born Digital Digital Immigrants Digital Settlers
WHEN I SAY INTERACTIVE MEDIA…. • E-mail Newsletters • Social Media • Online Advertising • Widgets & Flash games • And, of course, corporate Web sites.
WHERE NEW MEDIA FITS • Niche Messaging • Re-marketing • Advance Testing of Mass Messages • Full marketing cycle – promote, inform and sell in one medium
WHAT NEW MEDIA ISN’T • A magic bullet to reach 15-25 yr olds • Easy, cheap or free • Independent of other media • For marketing, exclusively. All interactive should be designed with full business process in mind.
Speed to Market • Town Crier • Letter • Telephone • Radio • TV • Web Site • Email • Facebook • Texting • Twitter
Consider Social Networking • Facebook • Twitter • Blog • Email Newsletter
Let’s Play a Game Write something personal on an index card. Don’t write your name or give anyone any clue you wrote it.
Broadcast • Twitter • Facebook Pages • Blogs • Email Newsletters
Conversation • MySpace • Facebook Groups • LinkedIN • Blogs • Discussion Boards
Definitions • Google looks “to organize the world’s information and make it universally accessible and useful.” • Twitter wants “people to share and discover what’s happening right now, anywhere in the world.” • Facebook “helps you connect and share with the people in your life.”A sliding scale from anonymous => personal, and from universal => intimate.
There’s Nothing New Under the Sun • Same rules of etiquette and grace apply. • Trust your instincts. • Listen before you speak. • Introduce yourself.
Etiquette • Listen, more than you talk. • Don’t talk about religion and politics. • Don’t post when you’ve had a drink. • Sarcasm doesn’t type well. • Sincerity is the most important rule. • Don’t play in the sandbox, until you know the rules.
DEVELOPMENT CYCLE • Set Goals • Execute • Assess – survey, reports, comments • Adjust • Assess - reports Interactive is never finished.
GOALS • Be realistic – interactive campaigns can’t fix what’s wrong with a company or product without follow through from the top. • Combine interactive goals with offline goals. It’s not a separate world anymore. • If you build it, you still have to get them to come. Plan for promotion.
EXECUTION • DIY & Free will come off just like it does when you DIY home construction. • Plan the launch, as well as the project.
ASSESS • Random comments from interested folks don’t matter. • Judge based on your goals. • Don’t be afraid to be wrong. And admit it. And modify your plan.
Build It • Minimum: • Share • Email to a Friend • Subscribe • Extras: • Facebook Page • Facebook Group • Twitter
Page • Broadcast • Get “fans” • Message the group • Postings appear in fans’ News Feed • Update once a week – minimum. • Message once a week – maximum.
Group • Conversation • Can be private • Posts do not appear in News Feed • Can message whole group • Have to “let it go” more than with a Page.
Causes • App to encourage action – using overt viral networking and broadcast tools. • Adds donation portal to “Page” concept. • Once a week updating is a good pace.
Twitter • Multiple feeds – niche, niche, niche. • Write evergreen tweets before you start to help fill the void. • No necessary, required updating schedule, once a day is a good pace.
Keys to the Kingdom • Trust your instincts. • Stop talking to listen - Get more than you give. • Read, read, read. • Flexibility & Risk-Taking