Digital Media isn't Mass Media for Cheap
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Digital Media isn't Mass Media for Cheap

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In 2009, I challenge you to stop using the web as just another distribution platform.

In 2009, I challenge you to stop using the web as just another distribution platform.

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  • 1. DIGITAL MEDIA ISN’T MASS AP MEDIA FOR C HE Bud Caddell Strategist, Undercurrent
  • 2. Alright everyone, budgets are tight. TV is out. Radio is out.
  • 3. But we still need an ass-load of awareness!
  • 4. How about a viral video?
  • 5. ? ???
  • 6. Brilliant! Get right to it.
  • 7. Oh shit.
  • 8. ! L I A IC EP F
  • 9. T E N RT ES TU WH IN T J EO R H EN T N HE N IS NOT UTIO W IB EL. ILL W A ISTR N D HAN E LE C ARN ?
  • 10. THE WEB WASN’T BUILT WITH COMMERCIAL BREAKS. IN FACT, THE WEB WASN’T BUILT FOR ADVERTISERS AT ALL.
  • 11. UT HEY! HAT’S K! ON THE WEB, YOU MAY JUST BE ONE OF US, BUT YOU’RE THE ONE OF US WITH GOBS OF CASH TO DO REALL COOL SHIT. Y
  • 12. BUT YOUR STRATEGY FOR THE WEB HAS TO INVOLVE MORE THAN DROPPING NEW COMMERCIALS*. *PEOPLE BARELY ENDURE YOU HERE.
  • 13. AND EVEN THOUGH WE LOVE THIS BIG GUY, HITS LIKE HIS ARE EVEN MORE RARE THAN CLICKS ON YOUR BANNERS.
  • 14. IT’S A FACT OF ONLINE LIFE: REAL SUCCESS IN THE DIGITAL SPACE REQUIRES A LONG TERM COMMITMENT OF YOUR TIME AND MONEY.
  • 15. QUIT BUYING EYEBALLS, START EARNING WHOLE FANS. VIEWERS COME AND GO, BUT FANS FIGHT FOR YOUR SURVIVAL.
  • 16. ET’S FOLLOW THESE SIMPLE STEPS, AND YOU TOO, CAN SUCK LESS HARD. AKE IT APPEN!
  • 17. STOP MAKING THINGS JUST TO ACCRUE A TEMPORARY AUDIENCE.
  • 18. START LISTENING THEN RESPONDING.
  • 19. START REWARDING PARTICIPATION.
  • 20. START TREATING THE WEB LIKE A SCIENCE LAB, BECAUSE IT IS ONE.
  • 21. START COLLECTING RELATIONSHIPS.
  • 22. IN 2009, I CHALLENGE YOU TO STOP USING THE WEB AS JUST ANOTHER DISTRIBUTION CHANNEL.
  • 23. About Me My name is Bud Caddell. I work as a Strategist at the New York based digital think-tank Undercurrent. Find me across the web at http://budcaddell.com About This Deck The illustrations used were stolen from the amazing artist Gerd Arntz., more info at http://bit.ly/gerdarntz I’d be honored if you stole anything from this deck.
  • 24. READY FOR ANOTHER CHALLENGE? http://bit.ly/fans