Message + Medium + Mission: Conversation Marketing: New Media Communication Strategy tunheim.com & e-strategy.com David Erickson [email_address] Pat Lilja [email_address]

Is traditional media still important? Well actually…Yes Traditional media still “primes the pipe” of a significant portion of online communication. Traditional reporters still add disproportionate cache’ to a conversation. MOST IMPORTANTLY: Traditional media is starting to “get it” and leading with their strengths while expanding their Social Media offerings.

Well actually…Yes

Traditional media still “primes the pipe” of a significant portion of online communication.

Traditional reporters still add disproportionate cache’ to a conversation.

MOST IMPORTANTLY: Traditional media is starting to “get it” and leading with their strengths while expanding their Social Media offerings.

Offline Media Use Continues to Change Internet no longer a threat to television Newspaper and magazine use continues to drop among users Radio use beginning to drop (I-Pod?) The Impact of the Internet--Year Six Report, 2006 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future

Internet no longer a threat to television

Newspaper and magazine use continues to drop among users

Radio use beginning to drop (I-Pod?)

Does Using Traditional Media Relations Still Work? It’s almost never enough It’s becoming an add-on approach, rather than the starting point But…It can work great in synergy with a social media approach Answer: Yes. But really…Not by itself

It’s almost never enough

It’s becoming an add-on approach, rather than the starting point

But…It can work great in synergy with a social media approach

Social= Spreading the Word There are a million people with an opinion. Opinions count. More than ever! The barrier to entry is near zero. There are powerful conversations online. Some of those conversations have only a few people who care about them (and they are still powerful). Search is the great equalizer.

There are a million people with an opinion.

Opinions count. More than ever!

The barrier to entry is near zero.

There are powerful conversations online.

Some of those conversations have only a few people who care about them (and they are still powerful).

Search is the great equalizer.

Life of a 25-54 Read off-line newspapers and magazines Like mobile for voice (and a few for data) but do not see their world on mobile phones Aggregate information on-line and use RSS (though few know the term) Community important for tasks, much less so for social. Will stay put. Trust experts on factual information but rely heavily on reviews of peers on hotels, electronics, etc When they create content it is to share reviews and experiences (not diaries or intimacies) Rely heavily on personalized portals for news and financials Care GREATLY about sources of news and information on-line Heavy into e-mail The Impact of the Internet--Year Six Report, 2006 Surveying the Digital Future—The World Internet Project USC Annenberg School--Center for the Digital Future

Read off-line newspapers and magazines

Like mobile for voice (and a few for data) but do not see their world on mobile phones

Aggregate information on-line and use RSS (though few know the term)

Community important for tasks, much less so for social. Will stay put.

Trust experts on factual information but rely heavily on reviews of peers on hotels, electronics, etc

When they create content it is to share reviews and experiences (not diaries or intimacies)

Rely heavily on personalized portals for news and financials

Care GREATLY about sources of news and information on-line

Heavy into e-mail

Life of a 12-24 Will never read a newspaper but attracted to some magazines Will never own a land-line phone Will not watch television on someone else’s schedule Trust unknown peers more than experts For first time willing (2005) to pay for digital content. Never before. Little interest in the source of information and most information aggregated. Community at the center of Internet experience Everything will move to mobile Less interested in television than any generation before (except as a display for videogames) Want to move content freely from platform to platform with no restrictions Want to be heard (user generated) Use Text Messaging (and IM). Think e-mail is for their parents Expect content to be available in video form The Impact of the Internet--Year Six Report, 2006 Surveying the Digital Future—The World Internet Project - USC Annenberg School--Center for the Digital Future

Will never read a newspaper but attracted to some magazines

Will never own a land-line phone

Will not watch television on someone else’s schedule

Trust unknown peers more than experts

For first time willing (2005) to pay for digital content. Never before.

Little interest in the source of information and most information aggregated.

Community at the center of Internet experience

Everything will move to mobile

Less interested in television than any generation before (except as a display for videogames)

Want to move content freely from platform to platform with no restrictions

Want to be heard (user generated)

Use Text Messaging (and IM). Think e-mail is for their parents

Expect content to be available in video form

Internet Usage Demographics as a Percent of Population

Social Media – Web 2.0 What “Connected Consumers” are doing the most… Viewing online video (95%) Reading blogs (70% regular readers, 29% daily) Being Influenced by peers (55%) Receiving customized Content Viewing text messages, but not mobile “social” content

Viewing online video (95%)

Reading blogs (70% regular readers, 29% daily)

Being Influenced by peers (55%)

Receiving customized Content

Viewing text messages, but not mobile “social” content

What Do You Care About? Raising visibility Executing on program elements Raising funds Inspiring And maybe… What is social media and why does it matter?

Raising visibility

Executing on program elements

Raising funds

Inspiring

And maybe…

What is social media and why does it matter?

Key Online Performance Indicators Donations Cancellations / non-renewals Page Views Return Visitors Service/funding requests and inquiries Search Metrics (i.e. Google ranking) Media Mentions Materials Downloads Traditional Online Measurement Criteria:

Donations

Cancellations / non-renewals

Page Views

Return Visitors

Service/funding requests and inquiries

Search Metrics (i.e. Google ranking)

Media Mentions

Materials Downloads

Key Online Performance Indicators It’s beyond direct convertibility Becoming a part of your community Subscribing to your (blog, video, podcast, news, etc.) feed Future Online Measurement Criteria: Highly rating your post, video, article, etc. Embedding your widget on their site Passing on your message (Viral messaging)

It’s beyond direct convertibility

Becoming a part of your community

Subscribing to your (blog, video, podcast, news, etc.) feed

Highly rating your post, video, article, etc.

Embedding your widget on their site

Passing on your message (Viral messaging)

How do we use Web 2.0 effectively? Empowerment Engagement Relationships

Empowerment

Engagement

Relationships

Go to where your best prospects/potential advocates/service recipients are getting information Provide something compelling for them Be relevant and interesting! Be a resource

Go to where your best prospects/potential advocates/service recipients are getting information

Provide something compelling for them

Be relevant and interesting!

Be a resource

Encourage participants to become resources Provide ways to let them spread “the message” Make sure “the message” is valuable (or at least funny!)

Encourage participants to become resources

Provide ways to let them spread “the message”

Make sure “the message” is valuable (or at least funny!)

Be a two-way street Become a forum for the issue Be trustworthy Provide “authority”

Be a two-way street

Become a forum for the issue

Be trustworthy

Provide “authority”

Blogs Still “The King” of social media Search engine positive The right bloggers can be an outlet for your information – and a rally point Your own blog can be the same thing! Need someone with passion, commitment, and…a bit of discretion

Still “The King” of social media

Search engine positive

The right bloggers can be an outlet for your information – and a rally point

Your own blog can be the same thing!

Need someone with passion, commitment, and…a bit of discretion

Virtual Worlds (Second Life)

Social Network Sites Find your demographic Identify passionate individuals and communities Encourage and participate in community discussion Mobilize Display your “Brand” Example: Facebook “Causes”

Find your demographic

Identify passionate individuals and communities

Encourage and participate in community discussion

Mobilize

Display your “Brand”

Example: Facebook “Causes”

Social Network Sites

Facebook Example: Humane Society

Create Your Own Social Network Sites: change.org & ning.com

Facebook “Causes” Facebook Application 269,988 daily active users Leverages communities of common interests Allows direct (and immediate) donation Well funded developers

Facebook Application

269,988 daily active users

Leverages communities of common interests

Allows direct (and immediate) donation

Well funded developers

Video and Photo Communities Makes your material easier to find YouTube (Video) and Flickr (Photos) are the biggest – and hosting is free Viewers are self selecting = Almost every view is a quality one. Video and photos can tell a story – sometimes better or with more impact than text If you have people taking photos on-site or if you have commercials – you already have content Video has proven more viral then photos – also more expensive to do well

Makes your material easier to find

YouTube (Video) and Flickr (Photos) are the biggest – and hosting is free

Viewers are self selecting = Almost every view is a quality one.

Video and photos can tell a story – sometimes better or with more impact than text

If you have people taking photos on-site or if you have commercials – you already have content

Video has proven more viral then photos – also more expensive to do well

Online Video Activities

Video and Photo Communities

“ The fact is that people don’t read anymore.” Steve Jobs: When asked why Apple did not include an eBook reader on the iPod or iPhone Online Video: The Future is starting now…

Communities of information Digg Del.icio.us (delicious.com also works)

Digg

Del.icio.us (delicious.com also works)

Wiki’s What is a wiki? A user-edited compilation of knowledge (Wikipedia, Etc.) Easy to edit – usually by anyone allowed access Allows branching of content (linking between wiki pages) Your Own Wiki: Generating a knowledge base Planning and documenting Inter/Intra-organization communications Often requires a guide/facilitator and an editor-in-chief OpenPlans (www.openplans.org)

What is a wiki?

A user-edited compilation of knowledge (Wikipedia, Etc.)

Easy to edit – usually by anyone allowed access

Allows branching of content (linking between wiki pages)

Your Own Wiki:

Generating a knowledge base

Planning and documenting

Inter/Intra-organization communications

Often requires a guide/facilitator and an editor-in-chief

OpenPlans (www.openplans.org)

Wiki’s: OpenPlans.org

Twitter (micro blogging) Works with Instant Messaging (Jabber, AIM, Gtalk, and Livejournal), mobile (SMS), or the web. Works a bit like SMS without the per-text rates and with more control over the recipients (but also a bit higher enetry barrier) Useful for: Community building Group Updates Live Blogging

Works with Instant Messaging (Jabber, AIM, Gtalk, and Livejournal), mobile (SMS), or the web.

Works a bit like SMS without the per-text rates and with more control over the recipients (but also a bit higher enetry barrier)

Useful for:

Community building

Group Updates

Live Blogging

Twitter (micro blogging)

Landing Page Design More “scanable” (Easy to read with short chunks of well headlined text, bullets, and bolded keywords) Simple design – It’s not your homepage Don’t ask for too much information too soon Say Thank You!

More “scanable” (Easy to read with short chunks of well headlined text, bullets, and bolded keywords)

Simple design – It’s not your homepage

Don’t ask for too much information too soon

Say Thank You!

Search Engine Optimization (SEO) Consider it for anything that might appear online including: Webpages Landing pages Media releases Externally hosted content (video, photos, etc.) Don’t sacrifice readability for SEO Don’t sacrifice long term rankings for quick gains Use your time wisely

Consider it for anything that might appear online including:

Webpages

Landing pages

Media releases

Externally hosted content (video, photos, etc.)

Don’t sacrifice readability for SEO

Don’t sacrifice long term rankings for quick gains

Use your time wisely

Search Engine Optimization (SEO) Consider your audience Generate a keyword/key phrase list Generate a list of pages that can link to and from your content Create your page using the key words First in titles Second in headings Third in body text Link as much as possible to relevant content (especially content that shares your key words/phrases). This does not boost your rankings, but it does help identify your content. If it’s information worth sharing, use Digg, and Del.icio.us Disseminate your content (upload, email, host) Link to your own content and make sure others know how and when to link to it too. Measure results and modify if necessary Build upon success SEO is not just for your webpages - Keywords benefit all your social media content. And all your content provides linking opportunities. Tag. Tag. Tag.

Consider your audience

Generate a keyword/key phrase list

Generate a list of pages that can link to and from your content

Create your page using the key words

First in titles

Second in headings

Third in body text

Link as much as possible to relevant content (especially content that shares your key words/phrases). This does not boost your rankings, but it does help identify your content.

If it’s information worth sharing, use Digg, and Del.icio.us

Disseminate your content (upload, email, host)

Link to your own content and make sure others know how and when to link to it too.

Measure results and modify if necessary

Build upon success

SEO is not just for your webpages - Keywords benefit all your social media content.

And all your content provides linking opportunities. Tag. Tag. Tag.

Old(-ish) Media -Viral Content Webpages Email Contests (New Media Too!) Via Email

Webpages

Email

Contests (New Media Too!)

Via Email

New Media -Viral Content Videos Games Podcasts Contests Blog entries Via Social Media Sites (and email)

Videos

Games

Podcasts

Contests

Blog entries

Via Social Media Sites (and email)

U.S. Podcast Audience Total Podcast audiences are expected to increase 500 percent from 2006 to 2010 from 10 million to nearly 50 million - Marketing News July 15, 2006 (eMarketer Inc). Active Podcast audiences are also expected to increase 500 percent from 2006 to 2010 from 3 million to nearly 15 million - Marketing News July 15, 2006 (eMarketer Inc).

Total Podcast audiences are expected to increase 500 percent from 2006 to 2010 from 10 million to nearly 50 million

- Marketing News July 15, 2006 (eMarketer Inc).

Podcasting

Cell phones Those who talk the most on the phone are ages 18 to 24 (who averaged 290 calls a month in 2007) Text messaging was highest among 13- to 17-year-olds (who averaged 435 messages a month in 2007) Users 45 to 54 years old spoke on the phone 194 times, on average, a month and sent only 57 text messages Who young people talk to says something symbolically about who they are tied to Young people are not just talking for two hours straight, but they are continually connecting through the day Text Messages are symbolic gestures of friendship

Those who talk the most on the phone are ages 18 to 24 (who averaged 290 calls a month in 2007)

Text messaging was highest among 13- to 17-year-olds (who averaged 435 messages a month in 2007)

Users 45 to 54 years old spoke on the phone 194 times, on average, a month and sent only 57 text messages

Who young people talk to says something symbolically about who they are tied to

Young people are not just talking for two hours straight, but they are continually connecting through the day

Text Messages are symbolic gestures of friendship

Squidoo.com

tunheim.com & e-strategy.com David Erickson [email_address] Pat Lilja [email_address]