Oregon Governor's Conference on Tourism - Build Engagements, Not Websites - Part One

Build engagement, not websites: Part One (the Concept) Stephen Landau / @stlandau & @substance / Part One

Stephen Landau: Creative Director & Co-Founder of Substance, an interactive brand agency in Portland, Oregon Stephen Landau / @stlandau & @substance / Part One

On Twitter: stlandau & substance Hashtag: #orgc Stephen Landau / @stlandau & @substance / Part One

What I’ll be talking about: Stephen Landau / @stlandau & @substance / Part One

Social media strategy. Stephen Landau / @stlandau & @substance / Part One

Web 2.0 Stephen Landau / @stlandau & @substance / Part One

Stephen Landau / @stlandau & @substance / Part One

Engagement through words. Stephen Landau / @stlandau & @substance / Part One

The Substance Long Table. Built out of reclaimed gluelam beams, the long table is where everyone sits. Instead of cubicles or individual desks, the long table allows us all to participate in the conversation. It helps in concepting, problem-solving, and how the company is run. No one is so important that they should have a private office; the principals sit next to the employees so everyone is involved in all aspects of the company. Stephen Landau / @stlandau & @substance / Part One

Enagement through photos. Stephen Landau / @stlandau & @substance / Part One

Enagement throught video. Stephen Landau / @stlandau & @substance / Part One

Words + Photos + Video Stephen Landau / @stlandau & @substance / Part One

This is all information. We want to achieve engagement. Stephen Landau / @stlandau & @substance / Part One

Engagement through concept. Stephen Landau / @stlandau & @substance / Part One

Concepting is the process of thinking about what we want to communicate and how we want to accomplish this as it relates to a company’s brand. Stephen Landau / @stlandau & @substance / Part One

“A brand is a person’s gut feeling about a product, service or organization.” - Marty Neumeier, The Brand Gap Stephen Landau / @stlandau & @substance / Part One

Concepting is your strategy, combined with the tactics to achieve these goals. Stephen Landau / @stlandau & @substance / Part One

Strategy: What you want to do. Stephen Landau / @stlandau & @substance / Part One

Tactics: What you need to do to accomplish your strategy. Stephen Landau / @stlandau & @substance / Part One

Strategy + Tactics Stephen Landau / @stlandau & @substance / Part One

Tactics: (a) Website (b) Photos (c) Videos (d) Blogs (e) Facebook, Twitter, etc. (social networks) (f) TripAdvisor, Yelp, etc. (user reviews) Stephen Landau / @stlandau & @substance / Part One

Tactics: (a) Website Stephen Landau / @stlandau & @substance / Part One

Tactics: (b) Photos (c) Videos (d) Blogs (e) Facebook, Twitter, etc. (social networks) (f) TripAdvisor, Yelp, etc. (user reviews) Stephen Landau / @stlandau & @substance / Part One

Tactics: (a) Website (b) Photos (c) Videos (d) Blogs (e) Facebook, Twitter, etc. (social networks) (f) TripAdvisor, Yelp, etc. (user reviews) Stephen Landau / @stlandau & @substance / Part One

We can no longer build one “place” and hope people will go there. Stephen Landau / @stlandau & @substance / Part One

We can no longer broadcast our messages and hope people will receive them. Stephen Landau / @stlandau & @substance / Part One

We can no longer think about marketing as only campaigns. Stephen Landau / @stlandau & @substance / Part One

We can no longer think about media as social or regular or online or offline. Stephen Landau / @stlandau & @substance / Part One

We can no longer think about content as user generated or official or viral. Stephen Landau / @stlandau & @substance / Part One

Build engagement, not websites. Stephen Landau / @stlandau & @substance / Part One

What do you want to do? Stephen Landau / @stlandau & @substance / Part One

And how can you accomplish this? Stephen Landau / @stlandau & @substance / Part One

Strategy + Tactics Stephen Landau / @stlandau & @substance / Part One

How will we know if we’re successful? Stephen Landau / @stlandau & @substance / Part One

Build engagement, not websites: Part Two (the Execution) Stephen Landau / @stlandau & @substance / Part One

http://findsubstance.com	90
http://www.cris.code13.pl	4
http://www.slideshare.net	3
http://feeds.feedburner.com	2
http://drizzlin.com	1

Oregon Governor's Conference on Tourism - Build Engagements, Not Websites - Part One

by Substance on Apr 14, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

5 Embeds 100

Statistics

Oregon Governor’s Conference on Tourism - Build Engagements, Not Websites - Part One — Presentation Transcript