A slideshow from a continuing education class I taught at Wenatchee Valley College in April 2012.

1. NEW MEDIA MARKETING
THE FUTURE OF COMMUNICATION

2. A FUNDAMENTAL SHIFT
Every two days we create as much information as we
did from the dawn of civilization until 2003. – Eric
Schmidt, CEO of Google.
“I spend most of my time assuming the world is not
ready for the technology revolution that will be
happening to them soon.” – Schmidt, Aug. 2010
This video by Socialnomics is a good place to
start.

3. SOME STATS IN 30
SECONDS FLAT
There are more than 1 billion
Facebook users. That’s 1/6 of the
world’s population.
50% of people are active on social
media at least once a day.
There are more than 300 million
people on Twitter.
46% of businesses use new media for
advertising.
Social media accounts for every 1
in 6 minutes in the U.S.
66% of users say new media has made
them more loyal to a brand.
The second largest demographic
on Facebook is 55-year-old
women. 77% of the Internet reads blogs.

4. NEW MEDIA
STEREOTYPES
Everyone has an idea of what social media is.
Blogging is for celebrity news junkies and vapid
fashionistas.
Twitter’s for self-absorbed narcissists and their
sandwiches.
Facebook is only used for things like...

5. THIS.
To be fair, Facebook WAS
created because of college
girls...
Mark Zuckerburg
followed in the footsteps
of many great men who
changed the world mostly
to get noticed by women.

6. OR THIS...
Baby photos DO account
for a lot of pictures posted
to Facebook...
But that is merely a
testament for how useful
social media can be in
bringing families
together.

7. OR (UGH) THIS.
While social media can be used for all
of these things and more (just ask
former Rep. Anthony Weiner. Or Bret
Farve...)
“Welcome to the gun show.”

8. IT CAN BE A WHOLE LOT
MORE...
New media gives everyone the power of mass
communication and creates a digital common.
Everyone is a broadcaster, an editor and a content
creator (to some extent). What separates the good from
the bad is how well you can do those things...

9. DEVIL’S IN THE DETAILS
Some terms that will be useful for you to remember:
The jargon The ideas
Tweet Digital common
Status update Attention economy
Page vs. account Media Storm
Blog post Social TV
Tagging New vs. social media

10. FOUR IMPORTANT
CONCEPTS
1) For the first time communication is many to many
(rather than few to many).
2) Message consumers are also producers.
3) The Internet facilitates unprecedented organization
and coordination. (Think Susan Komen For The Cure...)
4) The Internet age has just begun...

11. SO WHAT’S THAT MEAN
TO ME?
New media offers you an
opportunity to market your It boosts your exposure
business. (improving the likelihood
of tradition media
And provide customer
coverage.)
support.
And gives you top-of-mind
And gather information.
awareness in a targeted
And ideas. audience.
And protect your
reputation.

12. BUT FIRST, A LITTLE
ABOUT ME...
WSU grad, print
journalism experience
and new media
entrepreneur.
Nominated for
GWATA’s
A few links:
Entrepreneur of the Wenatchee World article
Year Award 2012. Icicle TV piece
The Knife Blog

13. THE BASICS: EXPERIENCE
MARKETING
Here are some specifics about
individual platforms. This is just
a broad overview.
Each have their strengths. The
important thing to realize is that
you’re like a carpenter – you
should use the whole toolbox
when building a deck.
Key tenant? A good social media
presence is like a good
scrapbook. It’s the best of life!

14. FACEBOOK
Facebook sets the bar for every
other social site in the world. It is
the Galactic Empire of the digital
universe...
If Facebook were a country it’d be
3rd biggest in the world.
The 35+ demo now represents 30% of Its founder, Mark Zuckerberg, is
Facebook’s users. the world’s youngest billionaire
and one of the most powerful
71% of the U.S. audience is on people on the planet.
Facebook.
Launched in 2004, it now has 1
57% of people talk to more people billion users and counting.
online than in real life.

15. TIMELINE
There are two main types of pages:
business pages and personal accounts.
Becoming “friends” means connecting
personal accounts. Becoming a “fan”
means having clicked “like” on an
organization’s page (an important
distinction).
Timeline business pages are the new
addition (rolled out on Wednesday) and
will yet again revolutionize the way we
market to our customers via social
media.
The Zuck’s dog Beast has more
than 250,000 fans.

16. TWITTER
“Facebook is for the people you know and hate.
Twitter is for those you’ve never met but love.”
Twitter is a broadcast medium.
You send messages to a group in
140 characters or less.
At its most basic, it’s a status
update service.
While Facebook is relationship-
driven, Twitter is dialogue driven.
People connect over common
interests rather than experiences. Kogi Korean BQQ Truck in L.A. has more
than 92,000 followers who pay attention
There are tweeting babies, to the truck as it tweets its location every
tweeting ball players and day around lunchtime. In minutes people
tweeting politicians. Even cows! are lined up around the block.

17. BLOGGING: THE
ATTENTION ECONOMY
Two main blogging platforms,
WordPress and Blogger.
Blogs are a good home for any PR
writing and a showcase for your
business.
The important things are consistency
Stories are currency in the and longevity. This is a marathon, not a
new media world. It’s an sprint.
attention economy. Share
stories. Build social capital. Examples: Caffe Mela, The Knife and
Create advocates. mine.

18. SO LET’S GET STARTED!
Starting a blog.
Making a Facebook page.
Setting up a twitter account.
Starting a LinkedIn account.
Incorporating your smartphone (if you have one).

19. BRANDS THAT GET IT
Old Spice, Red Bull and Skittles all
have highly successful new media
marketing campaigns.
Converse Shoes, the brand with the
most fans on Facebook (40 million),
got there by fostering conversation.
“We listen more than talk,” Chief
Marketing Officer Geoff Cottrill.
Starbucks grew their This Super Bowl ad by Volkswagen
following in a very already had nearly 100,000 views
organic way by on YouTube the day before the
strategically setting game. Afterward those numbers
out to do so. skyrocketed.

20. YOUTUBE/VIMEO
With millions of YouTube users globally,
there are roughly 24 videos uploaded
every minute.
YouTube is the Internet’s second-largest
search engine, ranking behind Google.
Vimeo is YouTube’s cool younger
Good video content is dynamic, brother. It provides more advanced
visually stimulating and if done features and a sleeker design.
right, adds great value to your
marketing efforts. Vimeo video quality is higher and the
Here’s an example of good video paid Pro accounts offer worthwhile
content and here’s one of less than perks.
stellar content.

21. MORE SITES
Pinterest
LinkedIn
Dropbox
Bitly
HootSuite
MySpace (j/k)

22. FLICKR
Largest photo sharing
site on the Internet.
Free accounts give
users 100 MB of free
storage and private A picture tells a thousand words and a
good Flickr account can really help tell
and public settings for
your business’ story with minimal effort.
their images. Here’s an example of a well-tended Flickr
account from the Wenatchee AppleSox.

23. FROM CREATOR TO
CURATOR
Don’t think that you need to
be constantly creating
original content.
In this digital age where we
all create so much content it
is as important to find
relevant content and pass it
on as it is to create original
content.

24. CREATING ADVOCATES
The. Single. Most. Important. Aspect.
ofnewmediamarketing.
Mission Ridge “Votes for Vids” Facebook contest. The
difference between posting and engagement.
Creating advocates: Leadership lessons from the
Dancing Guy at Sasquatch.

25. GOOD LOCAL EXAMPLES
McGlinn’s Public House
Caffe Mela
Children’s Dentistry of Wenatchee