DIGITAL MEDIA ISN’T MASS AP
MEDIA FOR C HE Bud Caddell Strategist, Undercurrent

Alright everyone, budgets are tight.
TV is out. Radio is out.

But we still need an
ass-load of awareness!

How about a viral video?

? ???

Brilliant!
Get right to it.

Oh shit.

! L I A IC
EP F

T E N RT ES
TU WH IN T J EO R H EN T N HE N IS NOT UTIO W IB EL. ILL W A ISTR N D HAN E LE C ARN ?

THE WEB WASN’T BUILT WITH
COMMERCIAL BREAKS. IN FACT, THE WEB WASN’T BUILT FOR ADVERTISERS AT ALL.

UT HEY! HAT’S K! ON
THE WEB, YOU MAY JUST BE ONE OF US, BUT YOU’RE THE ONE OF US WITH GOBS OF CASH TO DO REALL COOL SHIT. Y

BUT YOUR STRATEGY FOR THE
WEB HAS TO INVOLVE MORE THAN DROPPING NEW COMMERCIALS*. *PEOPLE BARELY ENDURE YOU HERE.

AND EVEN THOUGH WE LOVE
THIS BIG GUY, HITS LIKE HIS ARE EVEN MORE RARE THAN CLICKS ON YOUR BANNERS.

IT’S A FACT OF ONLINE
LIFE: REAL SUCCESS IN THE DIGITAL SPACE REQUIRES A LONG TERM COMMITMENT OF YOUR TIME AND MONEY.

QUIT BUYING EYEBALLS, START EARNING
WHOLE FANS. VIEWERS COME AND GO, BUT FANS FIGHT FOR YOUR SURVIVAL.

ET’S FOLLOW THESE SIMPLE STEPS,
AND YOU TOO, CAN SUCK LESS HARD. AKE IT APPEN!

STOP MAKING THINGS JUST TO
ACCRUE A TEMPORARY AUDIENCE.

START LISTENING
THEN RESPONDING.

START REWARDING
PARTICIPATION.

START TREATING THE WEB LIKE
A SCIENCE LAB, BECAUSE IT IS ONE.

START COLLECTING
RELATIONSHIPS.

IN 2009, I CHALLENGE YOU
TO STOP USING THE WEB AS JUST ANOTHER DISTRIBUTION CHANNEL.

About Me My name is
Bud Caddell. I work as a Strategist at the New York based digital think-tank Undercurrent. Find me across the web at http://budcaddell.com About This Deck The illustrations used were stolen from the amazing artist Gerd Arntz., more info at http://bit.ly/gerdarntz I’d be honored if you stole anything from this deck.

READY FOR
ANOTHER
CHALLENGE?
http://bit.ly/fans