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Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
Marketing and Branding in an Era of New Media
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Marketing and Branding in an Era of New Media

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  • Last year I said I didn’t recommend facebook for explicit business activity. I changed my mindPeople are connecting with companies on facebook pages in a real way. People are bringing in work connections more and more. You can now put people into lists on facebook and customize status updates.
  • Youtube is now the second largest search enginePeople are using it to find information on business. How many people have used youtube to learn how to do something?How to tie a tie video got 4 million views
  • I want to explain an important communication difference of twitter
  • Twitter is much more of a platform for networking and openly communicating
  • Tweets are public, blogs are public. Information of all kinds is easier to access now. don’t worry about industry secrets, b/c the knowledge is probably already out there. Connections are becoming more and more public. twitter makes connections very public, linkedin allows people to see a lot of other connections. Facebook allows people to see other connections. Big media channels are less important today. There are now a lot of little media channels.
  • You can hide from this. You don’t have to use any of these tools.
  • You should at least get here.
  • The important business implications for this are that you now have a platform
  • Their blog has 100,000 daily readers37 signals launched a new software product on it’s blog called backpack. Within 24 hours, 10,000 people had signed up, adding over $3 million in annual revenue.
  • Twitter can make you famous and that isn’t always good
  • You aren’t the only one that has a platform and that can make things pretty noisy.
  • Branding has always been important, but it’s even more important now. Because of the noise, you have to really think about your brand to connect with your audience. Don’t rely on “right place, right time” marketing” > All of your competitors are a google search away. Who are you? What do you do? Why does it matter? Is your brand believable? Is your brand worth talking about? Your brand is not what you say it is, it is what your target audience says it is.
  • People like other people. It is much easier to develop a connection with a person than a company. Hence, celebrity & athletic endorsements. With social media, you are the celebrity. People in your company are the celebrities. Everyone you connect with defines your personal brand in a small way. Everything you say defines your personal brand.
  • A social graph maps the way we socialize with each other. This is a social graph of how members of congress interact with each other on twitter. The colors represent the part affiliation The author has their colors backwards so the blue are republicans are in blue and the democrats are in red. The lines represent connections too and from each member. This means weather they follow each other on twitter. The social graph is really nothing new and we can make a social graph of your friends, co-workers, peers etc via phone calls or regular conversations. What is new, is that this social graph is becoming more and more public. On both facebook and linkedin if I’m connected to you, I can also see your connections, as a default feature. On twitter, not only can I see who your connections are, I can also see much of your conversations AND communicate directly with you connections. If I’m really sophisticated I can analyze who you communicate with most.
  • what content can you share with people? is it interesting?who would be interested in reading?
  • This is called micro celebrity
  • These don’t have to be things on a celebrity level.
  • what content can you share with people? is it interesting?who would be interested in reading?
  • Transcript

    • 1. Marketing & Branding
      In an Era of New Media
      by Ryan Evans
      President, Rand Media Group
      linkedin.com/in/evansryan
      @ryanevans
      RandMediaGroup.com/blog
    • 2. what’s new?
      The web got more social.
      what do you mean by “social”?
      linkedin.com/in/evansryan
      @ryanevans
      RandMediaGroup.com/blog
    • 3. Social Media
      “...Internet-based applications...that allow the creation and exchange of user-generated content.”
      *Kaplan Andreas M., Haenlein Michael, (2010 in print, 2009 online), Users of the world, unite! The challenges and opportunities of social media, Business Horizons, Vol. 53, Issue 1
    • 4. just how much did social media grow in 12 months?
      a lot
      really?
      linkedin.com/in/evansryan
      @ryanevans
      RandMediaGroup.com/blog
    • 5. 2010
      2009
      400 Million users*
      200 Million users
      *half of users log in every day
      *avg user logs in 55 minutes each day
      *last year didn’t you say….
    • 6. 2010
      2009
      12 Billion Videos Viewed per month*
      6 Billion Videos Viewed per month
      200 Million
      *82% of internet users watch online video
      *Now the second largest search engine
      linkedin.com/in/evansryan
      @ryanevans
      RandMediaGroup.com/blog
    • 7. 2010
      12 Billion Tweets
      per month
      2009
      80 Million Tweets per month
      200 Million
      *300,000 new users every day
      *600 million search queries every day
    • 8. 12 Billion Videos Viewed per month*
      you
      your “friend”
      200 Million
      linkedin.com/in/evansryan
      @ryanevans
      RandMediaGroup.com/blog
    • 9. you
      your “friend”
      12 Billion Videos Viewed per month*
      you
      your “friend”
      200 Million
      you
      your “friend”
      linkedin.com/in/evansryan
      @ryanevans
      RandMediaGroup.com/blog
    • 10. connections are determined by:
      existing relationships
      200 Million
      connections are determined by:
      existing relationships
      content / information
      desire for future relationships
    • 11. “ Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.”
      - Rupert Murdoch
    • 12. Communications are public
      Connections are public
      New media is the public
    • 13. Option 1.
      Hide
    • 14. Option 2.
      Option 3.
      Embrace with Enthusiasm
    • 15. Option 3.
      Embrace
      Awkwardly
    • 16. can you use social media for business?
      yes
      how?
      linkedin.com/in/evansryan
      @ryanevans
      RandMediaGroup.com/blog
    • 17. I have a platform
      twitter
      facebook
      linkedin
      youtube
      google
      blog
      linkedin.com/in/evansryan
      @ryanevans
      RandMediaGroup.com/blog
    • 18. podcasts
      twitter
      outside blogs
      blog
      email
      youtube
      speaking engagements
      book deal
      linkedin.com/in/evansryan
      @ryanevans
      RandMediaGroup.com/blog
    • 19. @JessB123 You should just come anyway. Who said sleeping in a moldy apartment was bad for you? Horizon realty thinks it’s ok.
      “We’re a sue first, ask questions later kind of an organization.” - Horizon’s Attorney Jeffrey Michael.
      Twitter goes crazy.
      linkedin.com/in/evansryan
      @ryanevans
      RandMediaGroup.com/blog
    • 20. blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      Can you hear me?
      what?
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      blah
      linkedin.com/in/evansryan
      @ryanevans
      RandMediaGroup.com/blog
    • 21. what do you do?
      why does it matter?
      are you authentic?
      do people care?
      will people talk?
      YOUR
      BRAND
      linkedin.com/in/evansryan
      @ryanevans
      RandMediaGroup.com/blog
    • 22. Personal Brand
      linkedin.com/in/evansryan
      @ryanevans
      RandMediaGroup.com/blog
    • 23. The social graph
      linkedin.com/in/evansryan
      @ryanevans
      RandMediaGroup.com/blog
    • 24. Content
      celebrity influence
      linkedin.com/in/evansryan
      @ryanevans
      RandMediaGroup.com/blog
    • 25. micro-celebrity influence
      Content
      celebrity influence
      linkedin.com/in/evansryan
      @ryanevans
      RandMediaGroup.com/blog
    • 26. Becoming a “Micro – Celebrity”
      Actively interact with people on social media.
      Have a personality
      Do things worth talking about
      Have good content
    • 27. entertaining
      passionate
      unique
      thought-provoking
      comprehensive
      Content
      linkedin.com/in/evansryan
      @ryanevans
      RandMediaGroup.com/blog
    • 28. content
      YOUR
      BRAND
      linkedin.com/in/evansryan
      @ryanevans
      RandMediaGroup.com/blog
    • 29. types of content
      blog posts
      blog comments
      surveys
      presentations
      interviews
      commentaries
      articles
      white papers
      studies
      tweets
      facebook post
      pictures
      games
      applications
      demonstrations
      tools
      infographics
      forum posts
    • 30. paths of distribution
      twitter
      facebook
      linkedin
      youtube
      your blog
      other blogs
      podcasts
      google searches
      twitter searches
      retweets
      email
      flickr
      iPhone
      your website
      other sites
      googleadwords
      advertisng
      slideshare
      types of content
      blog posts
      blog comments
      surveys
      presentations
      interviews
      commentaries
      articles
      white papers
      studies
      tweets
      facebook post
      pictures
      games
      applications
      demonstrations
      tools
      infographics
      forum posts
    • 31. paths of distribution
      twitter
      facebook
      linkedin
      youtube
      your blog
      other blogs
      podcasts
      google searches
      twitter searches
      retweets
      email
      flickr
      iPhone
      your website
      other sites
      googleadwords
      advertisng
      slideshare
      types of content
      blog posts
      blog comments
      surveys
      presentations
      interviews
      commentaries
      articles
      white papers
      studies
      tweets
      facebook post
      pictures
      games
      applications
      demonstrations
      tools
      infographics
      forum posts
    • 32. paths of distribution
      twitter
      facebook
      linkedin
      youtube
      your blog
      other blogs
      podcasts
      google searches
      twitter searches
      retweets
      email
      flickr
      iPhone
      your website
      other sites
      googleadwords
      Advertisng
      slideshare
      types of content
      blog posts
      blog comments
      surveys
      presentations
      interviews
      commentaries
      articles
      white papers
      studies
      tweets
      facebook post
      pictures
      games
      applications
      demonstrations
      tools
      infographics
      forum posts
    • 33. Thank You
      Ryan Evans
      RandMediaGroup.com/blog
      twitter.com/ryanevans
      linkedin.com/in/evansryan
      r.evans@randmediagroup.com

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