REbarcampCLT Facilitation

Voice of the Customer Matching your message to audience behaviors & medium Friday, May 15, 2009

Who is this guy? • Product/business guy in media industry • KDFW-TV Fox 4 in Dallas • Tar Heel Sports Network • SportStations.com (my own co.) • Yahoo! • The Charlotte Observer • @sleuth / observerinteractive.com Friday, May 15, 2009

Audiences • What is a “use case”? • Why is a “use case” important? • Are all users equal? • Do all media stay the same? • How to match message (engager vs. shopper, brand vs. action)? Friday, May 15, 2009

Before Friday, May 15, 2009

Now Friday, May 15, 2009

What does it mean? • Some similar use cases, others VERY different • Color and use of photography • Different ad methods • Online and ofﬂine • New ways to reach audiences / relate to us Friday, May 15, 2009

What does it mean? • Use case similar, but some big changes • Hundreds of channels vs. AM/FM • Portability increased • Internet On-demand • iPods • New ways to reach audiences / relate to us Friday, May 15, 2009

What does it mean? • Use case similar, but some big changes • Hundreds of channels vs. broadcast • Internet On-demand • iPods • New ways to reach audiences / relate to us Friday, May 15, 2009

What does it mean? • Use case similar, but some big changes • Portability • Samples change distribution • Adds newspapers, blogs, magazines • New ways to reach audiences / relate to us Friday, May 15, 2009

Other examples • Social networks (new) vs. Kiwanis/Lions • Print and/or E-mail campaigns • Search engines and ad matching • What else? Friday, May 15, 2009

Photos • All (c) Jason Silverstein except: • Old Newspapers - http://www.flickr.com/ photos/pingu1963/2493731655/ • Old TV: http://www.flickr.com/photos/videocrab/ 116136642/ • Antique Book: http://www.flickr.com/photos/ 9619972@N08/2636808004/ • XM: http://www.flickr.com/photos/ousby/ 76112230/ Friday, May 15, 2009

REbarcampCLT Facilitation

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