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What's new in new media?
 

What's new in new media?

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Presentation by Teri Lichtenstein and Nabeelah Kahn at DAA Conference Cyberspace Workshop May 2011

Presentation by Teri Lichtenstein and Nabeelah Kahn at DAA Conference Cyberspace Workshop May 2011

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  • WOM on Steroids
  • Social Media is not the same as Digital Marketing
  • Editorls letter Feedback Selling subs
  • Editorls letter Feedback Selling subs
  • Editorls letter Feedback Selling subs Sharee – encourage users to share and brand share info in industry trends
  • FB credits are a virtual currency that enable people to purchase games and other applications in the FB environment. Currently available in 15 countries but will be in Australia in the future Similar model to Apple product apps – developers retain 70% profit with 30% going to Fb credits will be sold via voucher similar to itune vouchers Future – brand lifestyle programs, online consultations, educational resources
  • Highly innovative – eat them like their junk food Advertising like a commercial brand – new for the whole food market Packaging created social media buzz – people were having a conversation about their brand – delivering on convenience They have webisodes with Chip and Launched a iPhone video game where you have to munch through as many carrots as possible Nutritionals on website Twitter feed and Facebook page – strategy to relate baby carrots to current events to drive conversation Dedicated people – excellent content, constantly uploaded, webisodes fill the entertainment need while still promoting a message
  • Very integrated campaign – great website meets customers needs Facebook group – a testament to great social interaction and creating community Discussion page is community owned – right amount of interaction with weight watchers Facebook page is also place where articles are posted and people can comment – much like a blog but FB used instead Free Iphone App helps further support customers. Support on all mediums – face-to-face, web, iphone, email newsletter as well as magazine (tactile experience) Dedicated staff in community management and editorial roles True brand experience
  • They had a multi-faceted facebook campaign that had people voting for their favourite drink flavour, sending in drawings for the product launch, and then making advertisements and getting their friends to vote for them to win a trip to indonesia Able to do more PR marketing from that…numbers are significant for an otherwise small brand
  • Competitions must be hosted within an app (i.e. Like a page, tell us in a comment, tag yourself in a photo) are not allowed Cannot associate with FB (i.e. Nabeelah’s Awesome Facebook Giveaway extravaganza would be wrong) Facebook doesn’t want to be seen to be collecting people’s information – they have a PR issue with the brand about this as it is
  • Osama bin laden death saw highest sustained rate of tweets ever – 3,440 over 2 hours between 10:35 and 12:30pm ET Japanese eathquake and tsunami – 5530 tweets per second (went over 5000 mark 5 times and a total of 177 million tweets that day Royal wedding – 3966 tweets per second at 4pm (british time) And on 9/11 twitter didn’t exist!
  • Emma – tweet guru in Aus. Creating community for dietitians across the world. Connecting colleagues, blog/website content generation, driving traffic, updating on new nutrition news – open, balance of industry related tweets as well as personal, always positive tone FoodWatch – nutrition news, updated regularly, offering outside of twitter – healthy eating daily, Janet Helm – Emma of the states – Registered dietitian connecting colleagues, providing updates, 5200 followers, number one most influential dietitian on twitter according to wefollow Dr Sandra Frank – nutrition journalist with 2000 followers – another very influential dietitian in the US Marion Nestle – 678,000 followers, built on reputation, credibility, media dietitian, published books, blog and drives content towards Deborah Reidesel, privately practising dietitian, 1200 followers, dietitians outside of food industry connect, share information, resources, mentoring
  • My healthy breakfast – around 20,00 followers, offers advice and tips, covers all news around breakfast, links recipes, myth busting etc. Paris Jordon – nutritionist – offers advice and connects people with search engine optimisations tips, CPD events, regular updates, replies to each enquiry, myth busting Michelle Bridges – has mostly information about fitness, but also comments on nutrition 20,000 followers Popular women’s magazines all have twitter websites.
  • Departments of health in Aus + USA Cancer Council WHO
  • Best example of food industry twitter – all promotion, customer interaction, customer service, regular tweets, updates on stores, specials and promotions for twitter followers, health information 1.94 million followers
  • Useful information to the type of person who will follow you
  • In the future we will be able: to predict where you will be within 90% accuracy. better manage a health outbreak better tools for urban planning   Plancast, meetup, or similar, might be the next step.   For marketers: Messaging people want - shops they visit, time of day, number of times - small business. Shopping in Sydney – looking for something and provides guides and tips based on your likes, with someone else who gets a different experience
  • http://www.youtube.com/watch?v=DFXzyJ8mUh4feature=player_embedded
  • “ They’d like to participate more actively with their fans through photos – whether it’s enabling people from around the world to tell their story through an interesting prompt/contest, or crowd sourcing images for an upcoming story — everything’s on the table,” he says. “ They’ve also got a huge photographer/reporter base that could contribute images ‘on the ground’ as things happen — imagine a ‘live’ version of National Geographic. But again, this is all very early, and we’re excited to figure out how NG and other brands can fully utilize our platform,” Systrom continues.
  • In the future we will be able: to predict where you will be within 90% accuracy. better manage a health outbreak better tools for urban planning   Plancast, meetup, or similar, might be the next step.   For marketers: Messaging people want - shops they visit, time of day, number of times - small business. Shopping in Sydney – looking for something and provides guides and tips based on your likes, with someone else who gets a different experience
  • Starbucks has a nationwide promotion for the Mayor gets discounts Coach, be the first of 200 customers to check into a particular store and you receive an exclusive free gift
  • 35 hours of video equivalent to Hollywood releasing 190,000 new full-length movies into cinemas each week
  • Community engagement Indigenous health forum
  • Mobile data traffic for 2014 will be 133 times greater than the total mobile traffic from 1980 - 2010
  • Essential for everyone $5 Example of how health professionals create tools to help the community
  • Could be the way you fund a program Live Happy in USA developed an app and the proceeds go to funding a not-for-profit mental health campaign in the community Developed by the author of “The how of happiness” Research used in her book to remind people to be aware, savour moments and help develop personal goals and provide encouragement along the way Keeping a journal – acts of kindness etc. Why not a nutrition program on an app?
  • Quick easy meals, brings it all together in one application, videos on how to prepare, shopping list 7000 recipes Store locator
  • Mobile advertising platform developed by Apple for its iPhones, Ipads and Ipods. It allows third party developers to embed advertising into applications (apps) Admobile is google androids equivalent Integrated content – unlike other advertising that will open up in Safari when you click on it, this is entirely integrated so there is a seamless experience. It will open up in the app, and the user can close it anytime and resume what they were doing in the app without having left where they were
  • Choose what type of workout, what level, what your goal is and the music that you’re going to integrate this with. Tara Diversi in her latest book The Good Enough Diet says that you need to combine your workout time with some other activity in life whether it be social, family or you time. This app delivers on the you time element – songs to keep you motivated or you can listen to an audio book etc. Tells you how much of your workout you’ve completed, at what point you’ll reach your goal and you can share these results on facebook Integrated campaign – product info but very well embedded into content.
  • Rapid Calc – insulin calculation slide-and-tap controls let you enter your blood glucose and carbohydrate values quickly and easily. Simply drag the slider close to your value and then tap on the slider rail to make fine adjustments. As you adjust your values RapidCalc instantly calculates suggested meal and correction insulin doses Added support for Basal insulin dose recording.➤ Now you can choose to enter carbohydrate intake either in grams or in portions of 10, 12, or 15g.➤ Improved dose history summary with drill-down to dose detail.➤ Suggested Rapid Acting Insulin doses are now rounded to match the smallest dose available on your insulin pen.➤ Improved data export options. Insulin pro With Insulin Dose Calculator Pro you can easily calculate your insulin dose. Entering data is easily done with just a touch on the pickers, increasing accuracy and speeding up data entry. Now with support for up to three different factor settings (Morning, Day & Evening) for which you can choose manual or automatic selection based on time of the day. Studies shows that a calculation tool increases dose accuracy and improves HbA1c levels. Highly configurable and super easy to use it will fit everybody from beginners to professionals. Several alerts can be set to make the user aware of situations that needs extra attention. Supports both mmol/L and mg/dL.
  • Foods categorised into 15 sections Thumbnail pictures of portion sizes to identify accuracy Displays the amount of food you’ve chosen and gives the carbs and calories Total daily intake data summarised If you have a processed food item that’s not in the database you can add to your version of the app. Ability to add your own foods Saved in a calendar if you need to keep a food diary
  • Can have a consumer one where they plug in the nutritionals and first few ingredients in a product and they’ll get an overview of healthiness of that choice If you are developing an app make sure it’s compatible with iphone, blackberry and android systems. Common myths – what’s the evidence for common questions – coconut milk Empowers people to have the information but make an informed decision for themselves
  • Profile Connections Twitter Groups Invitations Messages Recruiters Good way to connect with colleagues – very much a professional tool – good if you want to keep your professional life away from your other personal social media contacts and conversations
  • http://www.youtube.com/watch?v=VpuC7HhCPWA&feature=player_embedded
  • Emma – hope today we as group ask as may questions as we answer.
  • Word of mouth on steroids More eyeballs on social media (eg facebook) than brand website
  • Good example of social networking influencing all aspects of our lives

What's new in new media? What's new in new media? Presentation Transcript

  • What’s new in new media? http://www.youtube.com/watch?v=NhPgUcjGQAw
  • Social media has changed the way we live Social Media Defined: Social Media is umbrella term that defines the various activities that integrate technology, social interaction and the construction of words, pictures, video and audio (the zillions of conversations people are having online) For the audience Consumers are still making decisions based on recommendations, but now it’s not just over-the-back-fence, it’s via sites like Yelp!, Facebook and Twitter. The internet is an intrinsic part of our lives. For business You have an opportunity to build real communities who will support you, just like friendships. You can not only broadcast messages, but evolve the way you engage consumers, customers and patients.
  • social media ≠ digital Social media is a community , not a website Social media is a conversation , not an article or an advertisement Social media is live and organic , not static Social media is a business opportunity , not a fad
  •  
  • Facebook
  • Facebook has changed the way we live! http://www.youtube.com/watch?v=VSkT5XykJzo
  • Your business facebook page
    • If you want a facebook presence, you need to do
    • more than start a conversation – you need to keep it going.
    • More than just products / services
    • LISTEN and RESPOND
    • Relevant to your community
    • Ask for ideas
    • Encourage Sharing and incentivise
    • Share information on industry trends
    • Utilise other opportunities to drive traffic to the site (e.g. blog posts)
  • Facebook credits
  • Transmedia
  • Baby Carrots
  • Weight Watchers
  • Danone Activia - Slovenia http://www.youtube.com/watch?v=cWXesLRnggw
  • New Facebook Guidelines https://www.facebook.com/promotions_guidelines.php
    • Competitions must be hosted within an app and must not use Facebook features for entry
    • You cannot associate it with Facebook
    • You must be clear that entrants are providing information to you and not to Facebook
  •  
  • 2.5 million Australians have a Twitter account Australians visit Twitter each month 1.2 million 400% increase over last year
  • Twitter Osama bin laden death – 3,440 tweets per second!
  • Twitter In 2010, Seventeen Magazine offered $5 subscriptions to it's (then) 64,000+ followers in one single tweet. The result was 170 paid subs in 24 hours.
  • Twitter
  •  
  •  
  • Nutritionists + Health enthusiasts
  •  
  • Whole Foods
  • What makes it successful
    • Regular updates
    • Determine who is likely to follow you
    • Provide useful information
    • Respond promptly
    • Link to relevant content (websites, blogs)
    • Sense of humour/entertainment
    • Industry
    • Integrated offering (twitter, youtube)
    • PR strategy (better to plan and arrive late, policy)
    • Connection and interaction not just promotion
    • Network with journalists
  • The Geo-web is exploding Mapping the world, street view imagery: 21 countries Location-based social networking explosion Over 20M maps created by users >4M businesses on Google Places
  • Foursquare http://www.youtube.com/watch?v=DFXzyJ8mUh4
    • Using Instagram; National Geographic shares beautiful photos with the smartphone application
    National Geographic About two million users are now registered and uploading some 290,000 photos per day.
  • Location matters Your current location (and location habits) will further enhance the delivery of your digital experiences. Content will become increasingly aware of its surroundings and configure itself accordingly. LBS 1.0 (e.g. Foursquare) Checking in Finding friends Loyalty Rewarded LBS 2.0 Where will I be tomorrow Push content + services to helps us plan, connect and inform us Richer, more relevant, more useful LBS3.0 Help you create wholly customised experiences around your interests, geo-tagged with targeted content and advertisements
  • Executions Private practising dietitians – foursquare promotion for regular clients Industry – in store offers regular customers of Woolworths/Coles Research
  • Youtube 35 hours of footage uploaded every minute 2 billion video views globally per day 2 nd largest search engine after Google 5 th most visited website in Australia 10.7 million Australians visited an online video website in 2010… … reaching 81.5% of total Internet users in Australia Online video viewers in Australia watched 933.9 million videos each month in 2010
  • What is a YouTube brand channel? A branded, interactive home on YouTube, where you can host your videos, interact with your audience and build a community .
  • Engagement: Best Practices
    • Upload Videos Regularly : take advantage of subscriptions and entertain/inform your community
    • Allow sharing functions : Embedding, comments and ratings. The YouTube community is very familiar with these tools and will help you virally grow your video views and audience.
    • Respond to your community : Upload videos appealing to their interests, send updates and write messages in your branding box. This is an opportunity for you to have a two-way relationship.
    • Utilize the full suite of YouTube products : Features such as Insight and Moderator help you understand, and interact with, your users in a greater capacity.
    • Think mobile: users are increasingly engaging with brands on the move
  •  
  • Cancer Council QLD
  • Cystic Fibrosis channel
  • British Nutrition Foundation
  • Registered Dietitians Online
  • Plant-based dietitian
  •  
  • Mobile is here now… 2013: smartphone sales overtake PC sales 50%: of all new connections are now mobile 43%: number of AU mobile users with a smartphone 2014: number of mobile internet users exceed desktop internet users 600%: growth of mobile users paying for goods or services on their mobile phones from 2009 to 2014 50X: more searches on smart phones than WAP phones
  • The Mobile Apps Explosion
    • Over 5 billion iTunes apps downloads and counting
    • Average android user downloads 40 apps
    • 25% of iPhone & Android users spend 2 hours per day in apps
  • First Aid
  • Live Happy
  • Kraft iFood Assistant
  • iAd http://www.youtube.com/watch?v=a-_xa_m7MXU
  • Nike
  • Diabetes
  • Carbs and cals (UK)
    • clinical pocket guide
    • scan patient barcode
    • all nutrition equations
    • online mentors
    • IG list conversations
  • Linked In
  • Google Goggles
  • Integratng all media types
  • Where do I start?
  • Social media – a business opportunity?
    • Millions of messages across the internet every day from social networks, to blogs to micromedia (e.g. Twitter), forums and news
    • Many messages are discussing your brands, your products, your services and
    • your industry and competitors
    • These messages can lead to commercial opportunities:
      • Sales leads
      • Retention opportunities
      • Patient / customer feedback
      • Customer insights
      • Competitor insights
      • Online PR, community engagement
      • Industry brand presence
  • Social Media Process Feedback
  • Social Media checklist
    • Personalized responses go much further than canned responses.
    • Timely responses are important – aim to respond within 24 hours.
    • Judicious use of Dietitians – engage experts in nutrition-related topics; do not overuse their credentials in general discussions.
    • Address general audience rather than trying to individualize responses.
    • Know when to listen and let the community answer.
    • Research consumer when appropriate on other pages and in other channels.
    • Get the right parties involved in the process – key stakeholders include:
      • Agency
      • Legal
      • Regulatory
      • Marketing
      • Customer Services
      • Quality
  • Social networking – a new society “ So on Monday I started my new job – Digital Director at Hill & Knowlton. This week has reminded me of something: we are living in a digital world (and I am a digital girl). Here’s what I mean”: I was approached on LinkedIn and the interview process kicked off from there I used documents on Slideshare, Scribd and my blog to support my CV I connected with my future colleagues on Twitter throughout my 4 week notice period My appointment was announced on industry blog Mumbrella I was able to celebrate the news with my friends and family on Facebook I’ve been getting to know my new local area with tips on Foursquare Mandi Bateson, Digital Director, Hill & Knowlton
  • The sit down test - are you socially ready?
    • I have a facebook account
    • I have bought or sold on ebay
    • I have uploaded a photo of myself to a website
    • I have used Youtube as a search tool
    • I have a twitter account
    • I have posted a video on Youtube
    • I have commented on a blog post
    • I have used the internet to find a date
    • I have ended a relationship via facebook or twitter