Own-It London Event: iCrossing presentation on building brands online

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Presentation I gave at an Own-It event in London on 12th of May, 2009.

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Own-It London Event: iCrossing presentation on building brands online

  1. 1. MARKETING ON THE WEB  Own‐It Brand Building Seminar 12.05.09
  2. 2. Success  online? (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  3. 3. Not  being a  robot Image: (cc) Steve Keys
  4. 4. It’s all about useful It’s all about networks It’s all about human (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  5. 5. HOW THE WEB WORKS Search Social Technical Human Find Filter Stories Numbers Qualitative Quantitative (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  6. 6. Search volumes on  inauguraMon day 6
  7. 7. Meanwhile, on Facebook... (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  8. 8. Meanwhile, on Facebook... 8,500 (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  9. 9. GOOGLE REPUTATION MANAGEMENT (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 26
  10. 10. THE WEB IS SOCIAL >70% of content will be created by  individuals by 2010 Majority of  IP traffic is personal, not  corporaHons, organizaHons 13 hours of YouTube video uploaded  every second  Trends suggest social media usage will  conHnue to grow Mainstream media copying its formats  and adapHng to its success (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  11. 11. A LONG REVOLUTION 23
  12. 12. CHANNELS TO NETWORKS (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  13. 13. IT IS ALL ABOUT THE  NETWORKS... 12 (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  14. 14. MARKETING CHALLENGES / Channels to networks / Stability  to complexity / Speed / Scale / Geography  / Longevity  / InteracHon  / Complex user behaviours / New models and frameworks  required 9
  15. 15. ATTENTION MARKETS (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details 28
  16. 16. LEARNING FROM NETWORK WINNERS DOGSTER 15
  17. 17. Understand your networks  1. Be useful to your networks  2. Be live in your networks  3. Image: Jared 16
  18. 18. SOCIAL WEB LITERACY The real print revoluMon came  when everybody learned to read 17 Image: markhillary (cc)
  19. 19. Stories /  Numbers  (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  20. 20. (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  21. 21. ADVICE ON WEBSITES / FINDABLE  / FLEXIBLE / PORTABLE / EXTENSIBLE / SHAREABLE Image: Aaron Escobarâ„¢
  22. 22. / BLOGS ARE CHEAP AND VERY,  VERY GOOD... We measure everything we do Our unique combinaHon of talent and proprietary technology is  devoted to improving our clients’ businesses
  23. 23. Viral links
  24. 24. Viral links 75%
  25. 25. MORE TH>N LIVING PRINCIPLES, PROCESSES &  PLATFORMS...
  26. 26. AMNESTY PROTECT THE HUMAN Understanding, being useful and being live played out...  http://blog.protectthehuman.com/1in10-a-case-study-in-social-media-campaigning/
  27. 27. NEW BUSINESS MODELS
  28. 28. Images (CC) Leo Reynolds #s 1, 3 & 4; TooFarNorth 2.
  29. 29. icrossing.co.uk/ebooks (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  30. 30. CREATIVE COMMONS SET US FREE icrossing.co.uk/ebooks 28 (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  31. 31. THANK  YOU Tel: +44 1273 827 721 Email: antony.mayfield@icrossing.co.uk  Site: www.iCrossing.co.uk Blog: hep://connect.icrossing.co.uk / hep://www.antonymayfield.com Twi_er: @icrossing_uk / @amayfield (CC) This presentation can be shared under a Creative Commons Attribution licence - see final slide for details
  32. 32. For full terms of use for this presentation visit: http://creativecommons.org/licenses/by/3.0/legalcode

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