Lessons in Digital Media from being in the Digital Publishing Trenches. Presented by Holly Brown, Publisher, TheBrownLounge.com

1. Tech Trek Boot Camp - UW Foster School of Business
Digital Media Best Practices 11.6.12

2. HOLLY BROWN
Publisher, Foodie, Web TV Host
THEB ROWNLOUNGE.COM

3. WHAT IS THEBROWNL OUNGE. COM
Lifestyle Channel, Website, Foodie TV, and Social
Platform designed to inspire your inner foodie! Content
and programming features guest chefs, inspiring
foodies, recipes, blog, events, party ideas, photos, and
tips for successful entertaining.
The BrownLounge.com is where food, wine and friends meet!

5. HOW DID I GET HERE?
• Advertising • Ogilvy and Mather
• Software/Technology Marketing • Avenue A Razorfish
• Digital/Social Media Leader • MRM McCann
• Consumer Brands Targeting • Visio Corporation
Women • Microsoft
• Start-ups and Big Brands • Disney Destinations
• Client Side and Agency Side • Weight Watcher’s Intl.
• Entrepreneur Following my • Ben & Jerry’s
Passion • TheBrownLounge.com

6. WHY WE’RE HERE
21st Century marketing is driven by technology platforms and
a peer to peer networked world where:
• People make decisions using communities of interest and influence
(people, places and content aligned to their interests, needs and
passions).
• They are networks of content creators and content consumers.
• You are one and your product or brand is one too!

7. WEB 3.0
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Places Content People

8. MARKETING E VOLUTION
Web 1.0 Web 2.0 Web 3.0
Shout Search Share

9. MARKETER’S CHALLENGE
Shout Search Share
Ads KWs Content

10. OLD MEDIA NEW MEDIA
• Controlled targeting & • Users repackage and redistribute
broadcast messages content
• Publish web pages & • Users talk back – often start the
download case studies conversation
• Marketing is about efficient • Marketing is about content and
reach relevance
• Content is rooted in places you • Marketing is about efficient reach
own and control • Content is rooted in places you own
• Fewer KPIs to track and and control
monitor
• Measurement is about real time
• Long planning cycles optimization
• Just in time marketing

11. WHAT IS CONTENT?
• Videos • Banner Ads
• Blog • Pre-Roll
• Social Posts • Integrated Sponsorship
• E-Mail • Apps
• Photos • Campaigns, Contests and
• Events Promotion
• Keywords
• Comments

12. REAL CHALLENGES
 Scale vs Relevancy
 Reach vs Engagement
 Organization, Integration, Communications, and Workflow
 Automation vs Conversation
 Creative vs Technology
 Measurement

13. THE D IGITAL MEDIA BATTLEGROUND

14. LESSONS FROM THE LOUNGE
• It’s hard!
• Your website is a content database
• Social platforms are great for sharing content, promos, awareness and customer
response
• But, your website is still your central content repository and provides content
organizing principles
• Don’t count on something going viral
• It takes time and testing to figure out what works
• Speed, agility, and testing are more important than ever
• If you don’t know who you are, your customers won’t be able to figure it out
either!

15. LESSONS FROM THE LOUNGE
• Content gains velocity fast, but loses velocity faster, you’re only as
good as your last post!
• Each social platform offers a different value to you, to your
brand, and to your audience – use them accordingly
• You can only control the time and place of paid media, to drive reach
and frequency through social (repost top content, pay attn. to what
people respond to and when, respond when you get a comment)
• Planning, workflow, rules of engagement need structure with
flexibility – it takes a village.
• Plan for your plan to change - this is the real time web

16. LESSONS FROM THE LOUNGE
• Discover and clone your voice
• Don't delay your customers’ gratification
• Use FB engagement metrics to test messages, then scale with paid
ads and sponsored stories to drive incremental reach
• Use it or lose it – become a YouTube star
• Video is the new platform for search and storytelling
• Find and nurture complementary partners and influencers
• Think like a network, act like a value provider
• Mix up posts about you with posts about your partners and fans
• Capitalize on what's trending to be contextually relevant

17. Q&A

18. Contact Holly Brown holly@thebrownlounge.com