1. New Media & Content
EDGE
EDGE Course Projects – Strategies and Tactics
Derrick Chiang
Shiny Day
derrick@shinyday.com
@derning
Linkedin.com/in/derrickchiang

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Hi.

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Delicious Agenda
The Meat
Content Strategy
The Flavor
Content Delivery
1
2

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S
YOU GUYS
W
O T
 Top ranked MBA program
 Powerbrains Tim Stanley,
Vijay Gurbaxani
 Part 1 of this project must be
self-presenting
 Analyzing new players with
limited transparency
 Setup a compelling storyline
for the boss fight
 Learn up for your final
presentation
 Become awesome
 Other classes, limited time
 Professors are hard core
pros with high standards

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Team Projects: Grading Criteria
The evaluation matrix used by the instructors,
assistants, and guest judges takes into consideration
AT LEAST the following 5 key criteria for each phase of
the 2 Part Project:
 (5) ProjectCompletionandQuality
 (5) ClarityofProjectContextandContenttoCourseObjectives
 (7) QualityofStrategicInsights,ApproachandSolutions
 (7) RelevanceandImpactofRecommendations
 (6) CompellingandCreativeDelivery

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(the meat)
CONTENT
STRATEGY
CONTENT
STRATEGY

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Situational Analysis
 5 W's journalistic model
 SWOT
 Porters
… but then LEVEL UP.

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IdentifyMegatrends

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Megatrends: Catalysts of Change
There are now more mobile phones than
toothbrushes in the world.
Sources: http://60secondmarketer.com/blog/2011/10/18/more-mobile-phones-than-toothbrushes
http://tech.fortune.cnn.com/2011/12/12/apple-500000-apps-18-billion-downloads-100-million-for-mac/
By the time we finish this slide, another
111,962 apps will have been downloaded.
… and that’s only counting iOS devices.
(6 billion phones)

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Megatrends: Catalysts of Change
In 2010, 10% of travel-related Google
searches were performed on a smartphone.
Sources: http://blog.kwegroup.com/marketing/mobile-apps-travel-trends-and-opportunities/
http://twittercounter.com/pages/100
10%
In 2012, it was 50%.
50%
Bieber and Gaga have more Twitter
followers than the entire populations of:
Sweden Switzerland Norway Israel Ireland

11. Social Media Revolution
Video
http://bit.ly/smr2012

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Disruptive
Microtrends

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Microtrends
DEALS
$200M
2/20/2013
$400M
2/18/2013

14. It’s ok.
Not TOO dorky
4/15/2013
 Full Day Battery
Life
 5MP Camera
 720p Video
 16GB Flash
Memory
 Android
Companion App
 Bone Conduction
Transducer

15. What’s
The POINT?
so….
EDGE | 15

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So what’s the point?
Inside scoop
Impact of the trend
What's next
16

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(the flavor)
CONTENT
DELIVERY
METHODOLOGY
CONTENT
DELIVERY
METHODOLOGY

18. A Dash of Flavor
 Infographics
 Set the tone, emotion
 Set the theme, e.g. energy,
education, travel, mobile,
entertainment, healthcare,
education?
EDGE | 18

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Tools
CONTENTCREATESHARE
DATA
e-library, Hoovers, Gartner,
Jupiter, Nielsen, industry
news, gossip … anywhere else
IMAGES
Fotolia, iStockPhoto, BigStock,
Getty, Corbis, Google Images
INFOGRAPHICS
Visual.ly, Good.is/infographics
 Storytelling
 Outline
 Powerpoint / Keynote
 Convert to video:
Bit.ly/ppt-to-video
 Sliderocket.com
 Vuvox.com
 Prezi
 YouTube / Vimeo
 Slideshare.com
 Scribd.com

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Style
Crispify
 appealing, simple, pointed
 COMPELLING challenges, opportunities, trends?
Storytelling
 Beginning, Middle, End
 If you were making a movie, you'd start with a screenplay, a plot,
ending, and beginning
 What general theme are you trying to convey? What's the story?
Punchline?
Setup a BATTLE
 each camp has strengths, weaknesses, opps, threats
 end with a teaser
21

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How long can you stay awake?
 By 2015 40% of the World's population will have access to the Internet. But a surprising number
of people will be mobile first or mobile only users.
 Worldwide mobile data traffic is due to increase 26-fold to 75 exabytes annually. That's the
equivalent of 75 times the amount of global Internet IP data in the year 2000.
 Mobile data traffic is now outpacing fixed broadband traffic. Last year, it grew 4.2 times as fast.
 By 2015 more U.S. Internet users will access the Internet through mobile devices than through
PCs or other wireline devices.
 25% of U.S. smartphone owners, about 22 million Americans, say that they mostly go online
using their phone, rather than with a computer.
 The average U.S. mobile data user will be consuming 675MB of data per month by the end of
this year.
 Almost half of UK internet users are going online via mobile phone data connections.
 22-25% of US and UK mobile Internet browsers never or infrequently use the desktop Internet.
 More than 50% of Asian and African mobile internet users as well as more than 20% of users in
developed markets, such as the UK and US do not use the internet on a PC.
 In India 49% of people who are using the mobile Internet either never, or infrequently, access
the Internet from a computer.
Sources: http://www.lukew.com/ff/entry.asp?1405

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Global Mobile vs. PC Usage
US: 50%
MORE MOBILE THAN PC
UK: 22%
NEVER/INFREQUENT
DESKTOP USE
Africa: 50%
DON’T USE INTERNET
ON PC
India:49%
NEVER/INFREQUENT
DESKTOP USE
Asia: 50%DON’T USE INTERNET
ON PC

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PC vs. Smartphone Shipments
Smartphones surpassed PC shipments in Q42010
Q42010 2012

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THANKYOU.
Derrick Chiang
Shiny Day
derrick@shinyday.com
@derning
Linkedin.com/in/derrickchiang
THANKYOU.