Oren Todoros New Media Marketing - Overview July 2008 YOU ARE THE EXPERT
Right Now – or while your asleep <ul><li>Customers are writing about our product on blogs or reading about us through RSS feeds, spreading our Flickr images, commenting about our videos on YouTube and grouping together on social networks . These are all elements of the new media phenomenon. We can either seize these opportunities or be irrelevant… </li></ul>
<ul><li>Old Media - Yesterday’s news that costs a lot of money to distribute. </li></ul><ul><li>No Dialogue involved – It’s a one way street. </li></ul><ul><li>Widespread messaging, irrelevant to the masses. </li></ul><ul><li>Requires a large budget and several weeks of preparing. </li></ul><ul><li>Customers have built a wall that filters over 90% of the messaging. </li></ul><ul><li>New Media – A communication shift, participating with the customer. </li></ul><ul><li>Customers are active participants, sharing their feedback. </li></ul><ul><li>Targeted messaging, reaching an attentive audience. </li></ul><ul><li>New media influences old media, in print and on TV. </li></ul><ul><li>61% of people trust other like-minded people. </li></ul>Old Media vs. New Media
Old Media vs. New Media Time magazine 2006 person of the year
<ul><li>Meet Eric Kingsley Eric loves Lego. </li></ul><ul><li>He's an adult fan of Lego, otherwise known as AFOL. </li></ul><ul><li>Eric Kingsley is the most active of all the AFOL online. He posts frequently and uploads photos to LUGNET.com (that’s the Lego User Group Network) and maintains three Web sites, two of which are dedicated exclusively to Lego. He’s a major force in the Lego community. </li></ul><ul><li>According to Tormod Askildsen, senior director business development at Lego, 5 to 10 % of yearly total sales ( at least $ 50 million ) are generated through AFOL. Unlike children, this target audience doesn't age out. They just become more enthusiastic and buy more. </li></ul>The Social Technographic Profiles
<ul><li>Another such AFOL is Joe Comeau, </li></ul><ul><li>Unlike Eric, Joe is mostly active in forums. He doesn’t run his own websites. He responds and reacts to ideas of others, contributes more ideas spreads </li></ul><ul><li>He also buys about $4k of Lego toys a year. In other words and he’s an important and influential customer. </li></ul>The social technographic profiles Finally, consider Linda, Her participation in forums is light, she reads almost everything that people like Joe write but rarely makes contributions of her own. She also spends far too much time and money on her toys…
The social technographic profiles Attention needs to given to all these types of customers, not just of the Eric Kingsleys, who will take the messages and spread them far and wide, but to the Joe Comeaus who will react to those messages, and the Lindas, who will read and influence others. In the social world, not everyone needs to be a creator. Critics are reacting by commenting on blogs or forums, posting ratings or reviews while readers, potential customers are using this information to make an informed decision. Data comes from the following surveys: US: Forrester's North American Social Technographics Online Survey, Q2 2007, 10,010 respondents.
What are your customers doing online? Figuring out where your customers are spending their time and what they are doing online requires active participation.
Top Social Destinations Top 10 US Social Networks Top 5 Micro Blogs Twitter – What are you doing ? Jaiku Tumbler Pownce Plurk “ Micro-blogging is a form of blogging that allows users to write brief text updates (usually less than 200 characters ) and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. Top Social Bookmark Sites These are sites that allow users to post their favorite sites , using tags (or keywords) to categorize and organize them; then other users can take these bookmarks and add them to their own collection or share them with even more users. Digg.com Delicious Slashdot Listable Furl Fark New player – Yahoo Buzz Top Video Sharing Sites These are sites that allow users to post their favorite sites , using tags (or keywords) to categorize and organize them; then other users can take these bookmarks and add them to their own collection or share them with even more users. YouTube – 3 rd largest online destination MySpace TV Google Video Yahoo Video Revver Vimeo
Top Social Destinations Online users are also posting images on sites such as Flickr and Photobucket and creating their own blogs with platforms such as Blogger , Wordpress & Squidoo . In other words, a LOT of content is being generated and distributed. Basic rules of online marketing: 1. Join in & Get to know the community. 2. Contribute, Comment and Participate. 3. Be Creative and Express your Personality. Dive in, even if you can’t swim yet!
Filtering out the noise Now that you have an account on many social networks and Your following and contributing stories to several bookmark sites, how do you filter all the noise? RSS Feeds Social Aggregators Mass Messaging Just About Every Website. No need to visit the actual site. Bring them to you.
Filtering out the noise – RSS Feeds RSS Feed: http://feeds.engadget.com/weblogsinc/engadget
Filtering out the noise – RSS Feeds RSS Feeds on iGoogle: http://www.google.com/ig
Filtering out the noise – RSS Feeds Opera Mini Yahoo Go Bloglines Mobile iPhone SmartRSS Take your Feeds with you
What’s everyone talking about? Other ways to read this feed: FriendFeed 8Hands 8Hands Mobile
Working With Micro Blogs Hitwise says web visits to twitter have increased 8x in the last year. Compete shows about 900,000 U.S. monthly website visitors. Comscore puts the worldwide number at 1.3 million unique monthly visitors in March. TechCrunch – April 29, 2008
You’ve got something important to say too! Blogs and Micro Blogs Update From Anywhere! Also available on mobile via m.ping.fm
The people that Get It. An American blogger , technical evangelist , and author. Scoble is best known for his popular blog , Scobleizer Twitter Stats Following 21,043 Followers 30,024 Updates 13,020 Scobleizer Out of the past 7.5 hours of driving we have had 3G for less than an hour. AT&T needs to do a much better job at coverage. about 6 hours ago from twitterrific
The people that Get It. Install FireFox 3 as the default browser It's your second chance. Firefox has come out with a gleaming new version of their internet browser. So install it as the default browser before it's too late. In a nutshell, Dell have turned user feedback into an entire social network site, complete with Digg -style voting, memberships, commenting and all that jazz. It’s a master stroke
The people that Get It. The website includes widgets for you social network profiles, ringtones, ring back tones and of course, a Buy now button for the Nokia 6205. This puts the branding within the context of the movie. Verizon and Nokia have Co-Branded with the Batman franchise and taken the visitor into Gotham city.