I've seen the Digital Future... (Paul Doleman, Figaro Digital March 2011)

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Paul Doleman, CEO iCrossing UK, presentation at this months Figaro Digital Healthcheck event - March 2011

Paul Doleman, CEO iCrossing UK, presentation at this months Figaro Digital Healthcheck event - March 2011

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  • It is tempting to say and it works like Lincoln Steffens the American Journalist and Political Philospher’s reference to a New Soviet government, but I’ll be a little more cautious and say it shows great promise.
  • So what does the digital future or future of digital marketing look like. Various people perennially speculate – this is one of my favourite views… PLAY VIDEO
  • All the technologies shown in the video the touch screens, tablets, WIFI, Near Field Comms already exist and flexible screens and intelligent ink exist in prototype form. But in a way the technology, the platforms are irrelevant – they come and go… Anybody care to say what was central to all those interactions regardless of where and upon what they took place? Information – CONTENT and at iCrossing we believe it will be nay must be at the centre of online marketing now and in the future.
  • And through great content generation and curration brands, corps and governments can behave like people by recognizing they exist in a network, are talking WITH and NOT SHOUTING AT other people in that network
  • Anybody recognise the backgrounds I’m using? Best content ever, cracks in paint, brush strokes, from the Google Art project. Fine art from many galleries digitised and shared.
  • Anybody recognise the backgrounds I’m using? Best content ever, cracks in paint, brush strokes, from the Google Art project. Fine art from many galleries digitised and shared.
  • It caught my attention and that is why great, quality content is so important for brands to grab hold off. AS they compete with billions of nodes of content – blogs, forums, web sites, widgets, apps from customers, competitors, the whole world basically.
  • Build out you search campaign in incredible detail and intricate structure and then bolt on some copy – WRONG!
  • Content has to be planned. Planned to change throughout the campaign. Facebook page deployed and left WRONG – community actively managed BETTER.
  • Audience not Target
  • Measure, Evaluate. Don’t bolt content on.
  • Understand your networks Seeking themes and communities not demographics What content works? What content travels? Be useful What is the role the brand can play? How can it add to and enrich the existing networks? Entertaining, informing, connecting and listening can all be useful Be present Listen and move quickly to respond
  • Understand your networks Seeking themes and communities not demographics What content works? What content travels? Be useful What is the role the brand can play? How can it add to and enrich the existing networks? Entertaining, informing, connecting and listening can all be useful Be present Listen and move quickly to respond
  • Understand your networks Seeking themes and communities not demographics What content works? What content travels? Be useful What is the role the brand can play? How can it add to and enrich the existing networks? Entertaining, informing, connecting and listening can all be useful Be present Listen and move quickly to respond
  • Understand your networks Seeking themes and communities not demographics What content works? What content travels? Be useful What is the role the brand can play? How can it add to and enrich the existing networks? Entertaining, informing, connecting and listening can all be useful Be present Listen and move quickly to respond
  • Brand building for AS with great, cheeky on brand content Top Rankings with More Than by being useful to the network and harvesting the reward of attention and links and therefore top positions Advice for Community Manager and brilliant content that went mobile, and international with eCademy and in stadium too!
  • Brand building for AS with great, cheeky on brand content Top Rankings with More Than by being useful to the network and harvesting the reward of attention and links and therefore top positions Advice for Community Manager and brilliant content that went mobile, and international with eCademy and in stadium too!

Transcript

  • 1.
    • Figaro Digital LONDON : 2011
    • iCrossing
    • @icrossing_UK
    I’ve seen the Digital Future {Lincoln Steffens} http://goo.gl/kxYn1
  • 2. It could be this … http://goo.gl/Zu4vW
  • 3. It must be content at the centre of online marketing http://goo.gl/Zu4vW
  • 4. and brands, corporations, and governments behaving like people - living in networks http://goo.gl/Zu4vW
  • 5. http://goo.gl/oosNX Best. Content. Ever.
  • 6. Best. Content. Ever. http://goo.gl/oosNX
  • 7. Brands compete in attention markets http://goo.gl/1yvK2
  • 8. The Heath-Robinson School of digital marketing http://goo.gl/0Htpg
  • 9. Content should be represented throughout the planning process. http://goo.gl/UPN8x
  • 10. From research... http://goo.gl/TifxW
  • 11. ...to completion. http://goo.gl/UqWJA
  • 12. Understand. Be useful. Be present. http://goo.gl/7rb1k
  • 13. Turn digital marketing on its head. http://goo.gl/52DJn
  • 14. On-site|off-site Build|Creation Creating|Curating http://goo.gl/nA426
  • 15. EDITORIAL Mindset Processes Distribution http://goo.gl/1yvK2
  • 16. A content centric, “brands as publishers” approach for Ann Summers, MORE TH>N, Manchester City http://goo.gl/1yvK2
  • 17. http://goo.gl/1yvK2
  • 18. Our new e-book http://goo.gl/g0frL
  • 19.
    • And now...
    Email: results@icrossing.co.uk Call: +44 (0)1273 827 700 Website: www.icrossing.co.uk Blog: http://connect.icrossing.co.uk Twitter: @icrossing_uk http://goo.gl/m31Hc
  • 20.
    • ...some arguing.
    Email: results@icrossing.co.uk Call: +44 (0)1273 827 700 Website: www.icrossing.co.uk Blog: http://connect.icrossing.co.uk Twitter: @icrossing_uk http://goo.gl/m31Hc