The Digital Revolution 9-17-2009

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Welcome to the Digital Revolution! I am your leader, Joe Stabb, Director of Emerging Media for ABC Creative Group.

Digital technology and the internet go through an upgrade cycle of about 6 months. This means that every 6 months, technology is being replaced with something newer. That is a short life span.

Do you feel that you are able to keep up with the changing pace and can understand how to use it? Lets explore what we are here for today.

What are we going to cover today? (list all topics) Remember, sales and marketing coexist. Everyone needs to be aware of what information is being disseminated and how it is being disseminated.

Lets begin by exploring the evolution of the internet. Where did it begin and where are we now?

The Internet was born in a laboratory at UCLA and weighed several tons. The computer comprised a room larger than the conference room we are in now. They named it the ARPA Net.

In September 1971, this was a map of the internet. There were 18 computers connected and transmitting text messages around the country via telephone wire. This was roughly a 5 kilobyte per second connection.

Here is a map of the internet today. Wow, has it grown. You cannot even distinguish different computers or devices that are connected today.

Do you remember the days when the web was easy and it just meant putting your brochure online? Now, you can live your life in digital spaces. Working, playing, and shopping can all be done from just about anywhere in the world.

Lets zoom in on just one piece of the internet though. As you can see a little better, now, each line on the image is a different internet connection. That is a lot of connections!

We are currently in the age of web 2.0. We no longer just go online, grab what we need and leave. We are spending time online, we are being online. We are creating connections, sharing content, communicating with people like we never have before. This is web 2.0, digital self expression.

Web 3.0 is going to be different. It is going to be called the Semantic web.

Imagine. You open your laptop to start your day over morning coffee. Your web browser opens and instantly gives you several options. You have the USA Today, NY Times, Fark.com, and Google Wave presented in front of you. The internet KNOWS based on your previous history and behavior that when you first start at this time in the morning what you want to look at. You can always go to something else, but it will know what you want, when you want it, and how you want to see it.

What do you think about this?

This has already started in some ways. Google, especially, and Bing keep track of what people are doing. They know you because you login and can track you anywhere and everywhere. It is a little bit big brother.

Now that I have given you all your history lesson, lets explore some exciting digital tools that are available to us and then we will see a glimpse of where people will go in the future.

Lets start with Online Content Monitoring. This is a simple concept to anyone in the marketing, communication, or sales profession.

Number 1....Are you listening? Listening has always been the key to any great marketing, communication, or sales initiative. You have to know what people are doing, saying, and taking action on. Doing this online is easier and more cost effective, but it does take time to search and analyze.

There are thousands of tools that you can use to monitor online conversations. Remember, this is important and it takes time to search through everything and see what is being said. Lets look and see what is being said about your company.

Youtube - Technorati - Facebook - Twitter

Look up some of the companies in the room and see what is there.

Another great tool for interaction online is digital trade shows and events. You are already using LinkedIn to build a network of contacts and interact with others. So, why not go one step further?

Interact with potential customers in real-time with online events and trade shows. Lets see some examples.

Lets attend a trade show. We have a very nice virtual city with everything we need for the event.

At a virtual trade show you still have your booth, you can still interact with your customer, and you can still interact in real-time. But, now you can gather so much more information about the people that visit your booth without even asking them. The analytics are immense.

What do you need? You still need a booth, pdf files of your documentation, audio/video presentations, powerpoints, graphics, digital samples of your products, e-cards, and someone to man the booth.

A virtual trade show booth has all re-usable content, just changing a graphic as needed. Also, many of these events are archived so that you can revisit them after the fact and still have all of the information available. These events have a longer shelf life.

Almost all internet users (93%) have at one time or another done something related to e-commerce. That is, they have used the internet to research products and services, make purchases, book travel, trade stocks, or participate in auctions. On any given day, more than a quarter of internet users (26%) are doing something online related to e-commerce.

This all goes back to monitoring. To sell online, you need to be engaged and interacting with people. Think LinkedIn or Facebook. People want to be interacted with, not sold to. You cannot be the typical in-store sales associate. You need to cultivate the relationships. Get involved in the conversations regarding your industry and especially your products. Don’t be afraid to respond to a negative; it can always turn into a positive. Build a relationship with your customer.

Think of it like news video clips unless it is meant for another purpose.

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The Digital Revolution 9-17-2009 - Presentation Transcript

By: Joseph Stabb, Director of Emerging Media, ABC Creative Group
What Are We Here For? I. Internet Landscape II. Online Content Monitoring III. Digital Trade Shows IV. E-commerce/E-selling V. Audio/Video VI. Online Newsrooms VII. Social Media Press Releases VIII. The Future
Internet Landscape
From Birth to Age 3
From Birth to Age 3
Web 2.0
Web 2.0
Web 3.0
Web 3.0
Web 3.0
Web 3.0
Online Content Monitoring
What Is Being Said About You? YouTube Facebook Twitter Technorati
Digital Trade Shows
But, What is the Cost?
But, What is the Cost? Traditional Trade Show Booth • Registration • The Booth • The printed materials • Shipping / Travel • Product • People
But, What is the Cost? Traditional Trade Virtual Trade Show Booth Show Booth • Registration • Registration • The Booth • The Booth • The printed • Electronic Docs materials • Digital Product • Shipping / Travel • People • Product • People
E-selling / E-commerce
Who is Shopping Online? • Two-thirds (66%) of online Americans say they have purchased a product online, such as a book, toy, music, or clothing. • 68% of internet users either agree (47%) or agree strongly (21%) that online shopping saves them time. • 30% have felt overwhelmed by the amount of information they have found online while doing online shopping or research • Some 22% of Americans said they had ever bought a product online in 2000, a number that grew to 49% in September 2007. • 35% of Americans said they had used the internet to do some product- related research online in 2000, a number that grew to 60% in September 2007 • 81% of internet users have used the internet to do research about a product they are thinking about buying, with 20% doing this on the typical day
Audio / Video
Videos & Podcasts
Must be compelling Produced or submitted Sharing within social networks Be engaging and be real Does not have to be expensive Do it yourself Properly Optimized for Viewing Make Shareable
Online Newsrooms
What We Know... • 73% of Journalists Visit Corporate Web Sites to Find Information, but… • 43% can’t find a newsroom • 53% can’t find media contacts • 56% can’t find press materials of interest
Components of an Online Newsroom Must Have • Case Studies • Events • Executive Biographies • Executive Photography • Media Contacts • Media Coverage • Press Kit • News Releases • RSS Feeds
A good online newsroom should be a visually engaging, content-rich source of timely, relevant information about your company and your industry.
Social Media Press Release (SMPR)
Are you ready for your anatomy lesson?
Are you ready for your anatomy lesson?
The Future
The Future of the Web • Second Life • World of Warcraft • ToonTown Second Life is a 3-D virtual world created by its Residents. Since opening to the public in 2003, it has grown explosively and today is inhabited by millions of Residents from around the globe.
Anshe Chung has become the ﬁrst online personality to achieve a net worth exceeding one million US dollars from proﬁts entirely earned inside a virtual world. Anshe Chung’s achievement is all the more remarkable because the fortune was developed over a period of two and a half years from an initial investment of $9.95 for a Second Life account
In Second Life
Connect with Me • Site: ABC Creative Group www.abccreativegroup.com • Connect with Joe Stabb • Blog: The Idea Drawer • http://www.linkedin.com/in/joestabb www.theideadrawer.com • joe@abccreativegroup.com • P: 315-471-1002 • ABC on Facebook http://www.facebook.com/pages/Syracuse- NY/ABC-Creative-Group/ • ABC on YouTube http://www.youtube.com/user/abccreative • ABC on LinkedIn http://www.linkedin.com/companies/abc- creative-group • ABC on Twitter @ABCCreative