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Ctrlaltshift Ctrlaltshift Presentation Transcript

  • The principles of Digital marketing Ben Akin-Smith :07723 051 507 :Ben.Akin-Smith@Enableinteratctive,co.uk
  • This is me: …digital strategist, hopeful runner, entrepreneur, terrible cook, media planner, ex-fat man, email marketer, husband, business owner, atrocious singer, communicator, avid wearer of shoes, digital evangelist, aspiring photographer, blogger & Mac convert.
  • The Key Stages of digital activity & campaigning 1. Awareness 2. Engagement 3. Retention
  • Awareness - Introduce yourself , http://www.flickr.com/photos/lrargerich/3063054521/
  • Awareness •  Use all appropriate media •  Go to existing communities •  Mobilise content •  Give opinion, make a statement Aussie Tourist board
  • Define who you are & what you stand for COMMIT TO IT & BE CONSISTENT. •  About Us page •  Email •  Print •  Blogs •  Letters •  Campaigns •  Social media •  Content http://www.flickr.com/photos/gtmq8/2303591849/
  • Find your Audience – get them talking Simons Cat - RSPCA
  • Engagement •  Start a conversation •  Ask questions •  Make it personal •  Give people a challenge •  Have an opinion •  Build ‘social equity’ •  Be useful British Red Cross – ARG / HIV http://www.flickr.com/photos/28953625@N07/3171642571/
  • Retention •  Development of an idea •  Provide tools and assets •  Giving people space and support •  Respond to comments/ideas •  Community communication You need to know someone to have a” deep” conversation
  • •  Communication The glue •  Honesty •  Add Value http://www.flickr.com/photos/nifer/353230456/sizes/l/
  • It is all about communication http://www.flickr.com/photos/nichollsphotos
  • It is all about communication Getting someone interested is all about sharing, information, a story, a passion, an idea etc... It’s about people, not technology (but technology helps) http://www.flickr.com/photos/nichollsphotos
  • “In the past you were what you owned. Now you are what you share.” Charles Leadbeater. We Think http://www.flickr.com/photos/milivoj/2166043959/sizes/l/
  • Listen Act on their feedback Encourage discussion, be a part of it http://www.flickr.com/photos/twenty_questions/
  • Create a dialogue with them Not a monologue
  • People are talking, getting together and changing the world…
  • …. people will tell you what they think Image: farm3.static.flickr.com/2088/2213647530_4506ce2671_o.jpg
  • You will get it wrong Survey… http://www.tealeaf.com/resources/Harris_2008.asp http://www.flickr.com/photos/thomashawk/
  • Get it right and people notice BIG http://discussionleader.hbsp.com/haque/2008/09/how_to_build_a_nextgen_business_now.html
  • Be useful http://www.flickr.com/photos/xgray/
  • Be Honest Image: http://www.outdoorlens.com/funny-animal-signs/
  • Create space for agility, flexibility and iteration http://www.flickr.com/photos/mundilfari_gjk/2497402169/sizes/l/
  • Treat things well and they will grow
  • Work with others & things will evolve http://www.flickr.com/photos/babaghan/166756766
  • Because…. http://thisisindexed.com/
  • the future…
  • Mobile phones are changing the world 3.2 billion subscriber worldwide •  Smart Alerts – real time notifications •  Augmented reality •  Crowd sourcing goes mainstream •  Sensors everywhere (traffic/motion) •  Development potential – huge! •  Open Source? •  It’s about communication http://googleblog.blogspot.com/2008/09/future-of-mobile.html http://www.flickr.com/photos/splorp/64027565/sizes/l/
  • When you Travel - Take your friends with you The Single Social Graph Goggle Friend Connect Facebook Connect Passport (?) Open ID
  • Convergence iPlayer Virtual worlds Twitter GPS
  • Don’t get scared, remember we’re all human “what we’re really craving is more humanity itself. I see clues of this everywhere, from the direct engagement as enabled by Twitter, to Apple’s Genius bar which gives us live, breathing and fairly smart people to help us when a human touch is needed.” David Armano http://www.flickr.com/photos/flysi/
  • Thanks and bye for now… www.gapingvoid.com Ben Akin-Smith :07723 051 507 :Ben.Akin-Smith@Enableinteratctive,co.uk