New Media 101
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

But, don’t worry…
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

All media was “new media” at some point
• Newspapers/magazines
• Television
• Radio
• Internet
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

IBM forecasters are predicting a
greater disruption in marketing
in the next five years than
we’ve seen in the past 50 years
combined.
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

SHIFT from
A
BROADCAST mechanism to
a
MANY-TO-MANY model
a
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Broadcast Style
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Broadcast Style
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Many-to-Many Style
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Genuine Conversation
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DISCLAIMER:
New media isn't a short-term
project, an experiment, an
event, a one-shot deal, or a
quick fix. It's not something
you throw money at, and using
it doesn't guarantee success
or influence.
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

You have a LOT of choices when
it comes to new media tools:
Geo-marketing
RSS Feeds
Blogs Mobile
PodCasting Wikis
Microblogs
SMS Widgets Photo
Sharing
Social
Networks
Mashups
Social
Bookmarking
Video Applications
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

1. Strategy
2. Tactics
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Weblog (Blog)
A website that displays entries in reverse
chronological order. A typical blog combines
text, images, and links to other blogs, web
pages, and media related to its topic.
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Weblog (Blog)
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Weblog (Blog)
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Weblog (Blog)
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Weblog (Blog)
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Why Blog? (Mike’s top 5 reasons)
Newspapers and magazines using blogs as a
1)
source (PR)
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Why Blog? (Mike’s top 5 reasons)
Newspapers and magazines using blogs as a
1)
source (PR)
Great for search engine optimization (SEO)
2)
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Why Blog? (Mike’s top 5 reasons)
Newspapers and magazines using blogs as a
1)
source (PR)
Great for search engine optimization (SEO)
2)
Site content/web differentiation
3)
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Why Blog? (Mike’s top 5 reasons)
Newspapers and magazines using blogs as a
1)
source (PR)
Great for search engine optimization (SEO)
2)
Site content/web differentiation
3)
Establish yourself as a thought leader
4)
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Why Blog? (Mike’s top 5 reasons)
Newspapers and magazines using blogs as a
1)
source (PR)
Great for search engine optimization (SEO)
2)
Site content/web differentiation
3)
Establish yourself as a thought leader
4)
Gives you a human voice
5)
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Why Blog? (Mike’s top 5 reasons)
Newspapers and magazines using blogs as a
1)
source (PR)
Great for search engine optimization (SEO)
2)
Site content/web differentiation
3)
Establish yourself as a thought leader
4)
Gives you a human voice
5)
BONUS… Measuring
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Measuring New Media
New media tends to be easier to measure because of
the tie to technology. We can typically tell how many
and how people are viewing and interacting with our
media.
Measuring Blogging
Free and paid services:
• Free
• Bloglines, Technorati, Blogpulse
• Paid
• Umbria, Nielson BuzzMetrics, BuzzLogic
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Tracking in the Blogosphere
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Twitter
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Twitter
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Listening to Twitter
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Listening in the Blogosphere
• Listening to Twitter and joining in conversations
• Also running promos, contests, etc
• Dell attributes $1,000,000 to Twitter
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Mobile Marketing/Text Messaging
Text to
be
notified
before a
price
change
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Mobile Marketing/Text Messaging
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Mobile Marketing/Tracking
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Podcast/Videocast
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Social Networks
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Social Networks
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Social Networks
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Social Networks
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Social Networks
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

RSS Feeds
RSS (Really Simple Syndication) allows you to
subscribe to dynamic content via a feed
The evolution of getting information online
90s = Browsing
Early 2000s = Search (Google)
Today = Subscribe
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Dataheads, rejoice!
Online: 79% of U.S. adults online
Avg 11 hours/week
Blogging: More than 40 million blogs… and it
doubles every 6 months
Cell Phones: 255 million users (84%), 98%
capable/50% using text messaging
Video: 12 billion online video streams
61.4% have visited a social networking site
Six in 10 wealthy consumers online use social
networks
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

1. Strategy
2. Tactics
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Making it Work
Listen. Understand.
Participate. Give people a reason to come
back to you. Don’t have to be boring.
Important to understand the technology.
More important to understand the strategy.
Extend your reach. It’s not a build-it-they-
will-come mentality. Integrated marketing is
important.
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.

Mike McDowell
Account Executive
Director of New Media
mike@kps3.com
© Mike McDowell and KPS|3 Marketing. Not to be reproduced or used without permission.