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Authors in the classroom

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Guest lecture for the ACU University "authors in the classroom" series..

Guest lecture for the ACU University "authors in the classroom" series..

Published in: Technology, Business

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Transcript

  • 1. Authors in the Classroom Dr Stephen Dann
  • 2. About the author.
    • @stephendann
    • ($) stephendann
    • stephendann.com
    • (and stephendann.net and stephendann.org)
    • Long term gamer, computer user, avowed pop culture geek, and marketing tragic
  • 3. The History of the Book
    • 1993: Wired 1.3
    • “ This web thing. It’s going to be big”
    • 1994: “Contemporary Issues in marketing”
    • “ It’ll never catch on” complained students
    • 1995: “Why can’t we come to class to get the questions instead of having them sent to us by e-mail?”
    http://www.wired.com/wired/archive/1.03/eword.html?pg=5
  • 4. The History of the Book
    • 1998-2001
    • Strategic Internet Marketing 1.0
    • 2001-2004
    • Strategic Internet Marketing 2.0
    • 2006-2011*
    • eMarketing 1.0
    *We were doing so well until 2008 when we had to reboot because of Web2.0’s success
  • 5. Systematic Upgrades
    • SIM1.0: Usenet, IRC, e-mail, MUD
    • SIM2.0: Usenet, IRC, e-mail, Virtual Worlds
    • eMarketing: World of Warcraft, Xbox360, e-mail, Web2.0, Twitter, Facebook.
  • 6. Presentation Conditions Laptops open Phones on Touchscreens active
  • 7. e-marketing Conversation and Brand
  • 8. Who’s online right now? Device check. Platform Check. Twitter check.
  • 9. Twitter as the conversation
  • 10. Note: Twitter in 2007 “ No idea what it does, but it’s going to be big”
  • 11. Twitter How does it work?
  • 12. What’s the theory?
  • 13. Communications Model
    • Source
    • Encoding
    • Channel
    • Decoding
    • Receiver
  • 14.  
  • 15. Recent History: Figure 1.1
  • 16. What’s the practice?
    • What do we think Twitter can do?
  • 17. Twitter as…
  • 18. Uses
    • casual listening platform
      • Crawford 2009
    • creating the illusion of physicality
      • Hohl 2009
    • sense of connectedness and relationship
      • Henneburg et al 2009
    • venue for conversation
      • Steiner 2009
  • 19. How is it co-created?
    • Conversational
      • Uses an @statement to address another user
    • Status
      • The answer to “What are you doing now?”.
    • Pass along
      • Tweets of endorsement (self created, urls, RT)
    • News
      • The answer to “What’s happening now”
    • Phatic
      • Statements of connected presence
    • Spam
      • Junk traffic
  • 20. How does it work for marketing?
    • The Art is in the Conversation.
    • 7 Reasons People Give For Not Using Twitter
    • One answer: It’s a conversation
  • 21. Conversations and the Brand: Brand by Action Communications of offerings that have value Communications that have value
  • 22. Brand
    • identifiable attributes
      • Symbols
      • physical marks
      • words and visual cues
    • used to convey a promise of quality, experience or satisfaction to the consumer.
  • 23. Brand Personality
    • Common brand character traits
      • Competence
      • Excitement
      • Sophistication
      • Popularity
      • Affection
      • Sincerity
      • Ruggedness
  • 24. Applied Branding Online
    • Brand is everywhere
      • Every user name, upload and photo
        • Facebook photos, status
        • Twitter icons
        • YouTube content
        • Email address
        • URL
    • All interactions count towards brand reputation
  • 25. Personal Branding ($)
    • combination of reputation, endorsement and a bit of typecasting to achieve a specific reputation for your job, expertise or career
      • Define your personal brand
        • With or without a brand manual
      • Pursue the outcomes of the personal brand
    ($) Brand Personalities with Real Personality: Strategies for Individual Brands and Branded Individuals in the Entertainment Industry
  • 26. Conclusion
  • 27. Questions