Digital Media Best Practices for UW Foster School of Business
Tech Trek Boot Camp - UW Foster School of Business Digital Media Best Practices 11.6.12
HOLLY BROWNPublisher, Foodie, Web TV Host THEB ROWNLOUNGE.COM
WHAT IS THEBROWNL OUNGE. COM Lifestyle Channel, Website, Foodie TV, and SocialPlatform designed to inspire your inner foodie! Content and programming features guest chefs, inspiring foodies, recipes, blog, events, party ideas, photos, and tips for successful entertaining. The BrownLounge.com is where food, wine and friends meet!
HOW DID I GET HERE?• Advertising • Ogilvy and Mather• Software/Technology Marketing • Avenue A Razorfish• Digital/Social Media Leader • MRM McCann• Consumer Brands Targeting • Visio Corporation Women • Microsoft• Start-ups and Big Brands • Disney Destinations• Client Side and Agency Side • Weight Watcher’s Intl.• Entrepreneur Following my • Ben & Jerry’s Passion • TheBrownLounge.com
WHY WE’RE HERE21st Century marketing is driven by technology platforms anda peer to peer networked world where: • People make decisions using communities of interest and influence (people, places and content aligned to their interests, needs and passions). • They are networks of content creators and content consumers. • You are one and your product or brand is one too!
OLD MEDIA NEW MEDIA• Controlled targeting & • Users repackage and redistribute broadcast messages content• Publish web pages & • Users talk back – often start the download case studies conversation• Marketing is about efficient • Marketing is about content and reach relevance• Content is rooted in places you • Marketing is about efficient reach own and control • Content is rooted in places you own• Fewer KPIs to track and and control monitor • Measurement is about real time• Long planning cycles optimization • Just in time marketing
WHAT IS CONTENT?• Videos • Banner Ads• Blog • Pre-Roll• Social Posts • Integrated Sponsorship• E-Mail • Apps• Photos • Campaigns, Contests and• Events Promotion • Keywords • Comments
REAL CHALLENGES Scale vs Relevancy Reach vs Engagement Organization, Integration, Communications, and Workflow Automation vs Conversation Creative vs Technology Measurement
LESSONS FROM THE LOUNGE• It’s hard!• Your website is a content database• Social platforms are great for sharing content, promos, awareness and customer response• But, your website is still your central content repository and provides content organizing principles• Don’t count on something going viral• It takes time and testing to figure out what works• Speed, agility, and testing are more important than ever• If you don’t know who you are, your customers won’t be able to figure it out either!
LESSONS FROM THE LOUNGE• Content gains velocity fast, but loses velocity faster, you’re only as good as your last post!• Each social platform offers a different value to you, to your brand, and to your audience – use them accordingly• You can only control the time and place of paid media, to drive reach and frequency through social (repost top content, pay attn. to what people respond to and when, respond when you get a comment)• Planning, workflow, rules of engagement need structure with flexibility – it takes a village.• Plan for your plan to change - this is the real time web
LESSONS FROM THE LOUNGE• Discover and clone your voice• Dont delay your customers’ gratification• Use FB engagement metrics to test messages, then scale with paid ads and sponsored stories to drive incremental reach• Use it or lose it – become a YouTube star• Video is the new platform for search and storytelling• Find and nurture complementary partners and influencers• Think like a network, act like a value provider• Mix up posts about you with posts about your partners and fans• Capitalize on whats trending to be contextually relevant