with LISA HARRISONDIGITAL MEDIASTRATEGISTISCOMMUNICATIONDEAD?
Traditional forms ofCommunication are dieing!
Connecting and buildingcommunities who areprepared to stand up foryour brandis ENGAGEMENT!
The INTERNET has hada tremendous impacton many aspectsof our lives, fromdaily relations to ourbusiness practices.But one o...
The future of marketing integrates traditional and social tools,connected by successful, ongoing relationships with media,...
3 Tips for creatingan ENGAGING BRAND
Connect with me@secretstomedia#smm
Passionate aboutmedia + internet + relationships	 = DIGITAL MEDIA STRATEGIST!MY mission“Create safe, supportive andstructu...
Think of the strongest brandsyou know.
1 23 4 5Top five brands on FACEBOOK
What do they havein common?They deliver well onVALUE PROPOSITION.That is, they do whatthey say they will, andmost likely d...
The success of these brands isdue to the PEOPLE behind thesuccessful delivery of those valuepropositions.It’s everyone fro...
So, how then, do you becomea strong brand, too?With a story that otherswant to tell.
TIP 1: CLARITY
Focus on Your Benefits,Not Your FeatureWhat problem do you help to solve?What critical service do you provide?Ask yourself...
Know your target.
DemographicsGenderAgeEducation levelIncome levelMarital statusOccupationReligionSize of a familyGeographicetc.
Psychographics
TIP 2: CULTURE
Internal Culture/LeadershipYou cannot hope to drive change unless theleadership team is convinced that change isnecessary....
Rethink Marketing.OUTBOUND MARKETING.Interrupt consumers•• Telemarketing•• Trade Shows•• Direct mail•• Email Blasts•• Prin...
OUTBOUND MARKETING.Interrupt consumers•• Telemarketing•• Trade Shows•• Direct mail•• Email Blasts•• Print ads•• TV/Radio a...
CONSIDERLIKEENGAGEDREADYTO BUYBUYLOYALADVOCATECUSTOMER CUSTOMERCUSTOMERCUSTOMERCUSTOMERStrongWOMacceleratesthe salescycle
TIP 3:METHOD
Hear and understand your customers.PHONEEMAILSOCIAL MEDIAFACE-TO-FACEONLINE CHAT
Social Media- the biggestopportunity inhistory toENGAGE
Tell you Brand storyWhat is Social Media?Social - a two-way communicationMedia - a one-way communication=Turning communica...
Todays Social Media landscape.•• Right now Facebook has global dominance inthe social networking realm.•• Web 3.0 will mat...
Nearly 11 million users51% penetration of the Australian population64.26% in relation to the number of internet users.54% ...
Plan your media strategically.
1. PUBLISHEveryone can publish anything for everyone•	publish everything you have anywhere youcan,•	monitor what others pu...
2. SHAREAnyone can promote anything to everyone•	monitor what’s being shared about you•	find where your audience hangs out...
3. NETWORKAnyone can connect witheveryone from anywhere•	find your existingconnections•	network through groups•	be helpful...
with Social Media strategies.Ultimately its about your audiencefeeling connected to you and wantingto spread your brand st...
Personalisation
Entertainand Compel
Credibility
Value
Ideas / Solve a problem
BONUS TIPObtaining feedback toimprove Social mediacampaign activitiesAnalyticsSubscribers, CustomersColleaguesIn personCom...
THE “AGE OF STRATEGY”Communication now needs to bean interactive dialogueENGAGE
Become a SOCIAL MEDIA MANAGERJoin me at Social Media MasteryCertificate IV in BusinessBSB40207 The training is fully accre...
Brisbane training datesNext session 8-9 July 2013North Sydney training datesSession One, 15-16 July 2013The how muchSessio...
THANK YOU!Email: lisa@pomo.com.auSubscribe to our newsletter at www.pomo.com.auwww.secretstosocialmediamastery.com.auBlog:...
Sunshine Coast Business Expo 2013 - Is communication DEAD?
Sunshine Coast Business Expo 2013 - Is communication DEAD?
Sunshine Coast Business Expo 2013 - Is communication DEAD?
Sunshine Coast Business Expo 2013 - Is communication DEAD?
Sunshine Coast Business Expo 2013 - Is communication DEAD?
Sunshine Coast Business Expo 2013 - Is communication DEAD?
Sunshine Coast Business Expo 2013 - Is communication DEAD?
Sunshine Coast Business Expo 2013 - Is communication DEAD?
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Sunshine Coast Business Expo 2013 - Is communication DEAD?

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Communication is Dead. Right?



What does it mean to say that communication is dead? Surely this can’t be true? Let’s take a closer look…

Part of the philosophy behind what we do at POMO is the idea that certain types of communication are now in a state of decline and because of this, a new form of communication is emerging – what we call engagement.

Take one example – the newspaper industry. It’s a fact that the newspaper publishing industry is shrinking globally.

As Christopher Zara says of the situation in Amercia, “the hemorrhaging of advertising revenue has been the greatest challenge for newspaper publishers. According to the Newspaper Association of America, or NAA, total advertising revenues have declined by more than 50 percent in just five years, going from $49.3 billion in 2006 to $23.9 billion last year.” [2011]

We believe that underlying this decline is a recognition by marketers that today there are more effective ways to communicate a message than placing an ad in a newspaper.

Newspaper ads are, generally speaking, a classic example of a one-way communication. TV ads are another. Both reach a wide range of people from diverse backgrounds with many different interests.

It is often only a small fraction of these people who may be interested in the message contained in the ad and a smaller fraction still who are motivated to act because of it.

Marketers have realised that there are far more effective ways to pinpoint markets and deliver messages to people who are genuinely interested.

In our video about engagement we state that the audience has been replaced by the individual. Communities of individuals who we know and understand are ready to engage with brands in ways that were simply not possible just a few years ago.

Our philosophy at POMO is that one way communication is dead. Customer engagement is everything. Create, engage, succeed.



This is published by POMO – a creative agency specializing in customer engagement based in Brisbane and the Sunshine Coast, Queensland Australia

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Sunshine Coast Business Expo 2013 - Is communication DEAD?

  1. 1. with LISA HARRISONDIGITAL MEDIASTRATEGISTISCOMMUNICATIONDEAD?
  2. 2. Traditional forms ofCommunication are dieing!
  3. 3. Connecting and buildingcommunities who areprepared to stand up foryour brandis ENGAGEMENT!
  4. 4. The INTERNET has hada tremendous impacton many aspectsof our lives, fromdaily relations to ourbusiness practices.But one of the mostdynamic changesare how businessesand consumersCOMMUNICATE.
  5. 5. The future of marketing integrates traditional and social tools,connected by successful, ongoing relationships with media,influencers, and people.That’s right…it’s about relationships and it’s about people.Relationships serve as the foundation for everything, whether itstraditional or new media, and the constant reminder that we’rereaching people, and not audiences, will keep us on a path torelevance.Brian Solis 2007International publisher in new media.
  6. 6. 3 Tips for creatingan ENGAGING BRAND
  7. 7. Connect with me@secretstomedia#smm
  8. 8. Passionate aboutmedia + internet + relationships = DIGITAL MEDIA STRATEGIST!MY mission“Create safe, supportive andstructured social communitiesonline.”A little about Lisa.
  9. 9. Think of the strongest brandsyou know.
  10. 10. 1 23 4 5Top five brands on FACEBOOK
  11. 11. What do they havein common?They deliver well onVALUE PROPOSITION.That is, they do whatthey say they will, andmost likely do it betterthan others in theirindustries.
  12. 12. The success of these brands isdue to the PEOPLE behind thesuccessful delivery of those valuepropositions.It’s everyone from seniorleadership to the mostjunior staff, and even theconsumers.
  13. 13. So, how then, do you becomea strong brand, too?With a story that otherswant to tell.
  14. 14. TIP 1: CLARITY
  15. 15. Focus on Your Benefits,Not Your FeatureWhat problem do you help to solve?What critical service do you provide?Ask yourself the samequestion 5 times:Why do you do what you do?why? why? And so on.
  16. 16. Know your target.
  17. 17. DemographicsGenderAgeEducation levelIncome levelMarital statusOccupationReligionSize of a familyGeographicetc.
  18. 18. Psychographics
  19. 19. TIP 2: CULTURE
  20. 20. Internal Culture/LeadershipYou cannot hope to drive change unless theleadership team is convinced that change isnecessary.If that has not yet occurred, you’re not ready.At this point, you don’t need a engagement,you need internal education.
  21. 21. Rethink Marketing.OUTBOUND MARKETING.Interrupt consumers•• Telemarketing•• Trade Shows•• Direct mail•• Email Blasts•• Print ads•• TV/Radio ads
  22. 22. OUTBOUND MARKETING.Interrupt consumers•• Telemarketing•• Trade Shows•• Direct mail•• Email Blasts•• Print ads•• TV/Radio adsV’SINBOUND MARKETING.Permission to communicate•• SEO/SEM•• Blogging•• Social Media•• RSS•• Free tools/trials•• Viral videosRethink Marketing.
  23. 23. CONSIDERLIKEENGAGEDREADYTO BUYBUYLOYALADVOCATECUSTOMER CUSTOMERCUSTOMERCUSTOMERCUSTOMERStrongWOMacceleratesthe salescycle
  24. 24. TIP 3:METHOD
  25. 25. Hear and understand your customers.PHONEEMAILSOCIAL MEDIAFACE-TO-FACEONLINE CHAT
  26. 26. Social Media- the biggestopportunity inhistory toENGAGE
  27. 27. Tell you Brand storyWhat is Social Media?Social - a two-way communicationMedia - a one-way communication=Turning communication into interactive dialogues.
  28. 28. Todays Social Media landscape.•• Right now Facebook has global dominance inthe social networking realm.•• Web 3.0 will mature•• Reputation Management•• The influencer will become more influencing•• Social Media ROI•• Video
  29. 29. Nearly 11 million users51% penetration of the Australian population64.26% in relation to the number of internet users.54% of Australian users are female26% of Australian users aged 25 - 3475% of Australian users engage with the platform at least oncea day, with 54% using it several times a day.
  30. 30. Plan your media strategically.
  31. 31. 1. PUBLISHEveryone can publish anything for everyone• publish everything you have anywhere youcan,• monitor what others publish, promote it3 Ways we use SOCIAL Networking.
  32. 32. 2. SHAREAnyone can promote anything to everyone• monitor what’s being shared about you• find where your audience hangs out• promote your content and other content• share content your audience with love
  33. 33. 3. NETWORKAnyone can connect witheveryone from anywhere• find your existingconnections• network through groups• be helpful - answerquestions, shareinteresting content• make new connections
  34. 34. with Social Media strategies.Ultimately its about your audiencefeeling connected to you and wantingto spread your brand story.CREATE COMMUNITY
  35. 35. Personalisation
  36. 36. Entertainand Compel
  37. 37. Credibility
  38. 38. Value
  39. 39. Ideas / Solve a problem
  40. 40. BONUS TIPObtaining feedback toimprove Social mediacampaign activitiesAnalyticsSubscribers, CustomersColleaguesIn personCompetitors
  41. 41. THE “AGE OF STRATEGY”Communication now needs to bean interactive dialogueENGAGE
  42. 42. Become a SOCIAL MEDIA MANAGERJoin me at Social Media MasteryCertificate IV in BusinessBSB40207 The training is fully accredited
  43. 43. Brisbane training datesNext session 8-9 July 2013North Sydney training datesSession One, 15-16 July 2013The how muchSession One: $800 Non-members, $720 Members*Full qualification: $4,000 Non-members,$3,600 CCIQ Members and NSW Business Chamber members.*For further information on Social Media Masteryor to book please call 1300 572 349, or visitwww.secretstosocialmediamastery.com.auWhere, when, how and how much
  44. 44. THANK YOU!Email: lisa@pomo.com.auSubscribe to our newsletter at www.pomo.com.auwww.secretstosocialmediamastery.com.auBlog: www.pomo.com.au/blog/

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