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Eastwest 2010 ppt_new_media
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Eastwest 2010 ppt_new_media


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New media presentation following EASTWEST's discussion on mapping the social media universe in China.

New media presentation following EASTWEST's discussion on mapping the social media universe in China.

Published in: Technology
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  • 1. How to Make Content King
    Jim James
    Ryan Dutcher
  • 2. Where do we begin?
    • New media platforms are quickly becoming an influential way people communicate.
    • 3. Platforms are vast and confusing, but with the right map, these platforms have the potential to become an integral part of your communications campaign.
    • 4. The crucial factor is to be compelling. But how can you be compelling?
  • It all begins with creating content…
    • Content is critical to any new media strategy.
    • 5. Content can take the form of blog posts, videos, or presentations.
    • 6. With the right content and effective promotion, it will reach the target audience and the most influential users who will carry on the message.
  • The platforms we use…
    • New media networks are vast. Hundreds of different platforms cater to different interests and audiences.
    • 7. For each English language new media platform, there is almost always a Chinese equivalent.
    • 8. With a platform map, content can be disseminated across relevant platforms.
  • Indentifying the influencers…
    • Not all new media users are equal. The influencers will be the ones who will carry on the message across their networks.
    • 9. For each campaign, it is critical to find the influencers who will most likely carry on your message.
    • 10. By analyzing social networks, you will be to identify the influencers who will matter most.
  • With social media, everyone is a publisher…
    • Influencers will broadcast your message across their networks.
    • 11. As opposed to followers, influencers have large followings, also composed of influencers who carry on the message.
    • 12. The “multiplier effect” ensures that messages are carried across social media platforms through its most influential users.
  • How we track the conversations…
    • Just like web searches, social media activity can be measured.
    • 13. Metrics include such areas as the tone of social media activity, the top users posting and the top platforms being used.
    • 14. This information is measured in real-time and can instantly gauge the progress of a social media campaign.
  • For more information, please contact:
    Jim James
    Ryan Dutcher