A presentation on how to demystify and media system and create a strategic communications plan with the right target media.

1. Demystifying
the Media
March 11, 2009

2. The Hype Curve/Sanity Line
March 11, 2009 2

3. The Landscape:
It’s a Jungle Out
There

4. Offline Live
Network SEO
Conversation
March 11, 2009 4

5. The Search Engine Hub
It’s a News Source It’s an Information Hub
Landing Page
Video content
Commerce
Press release
Blog/Media Review
Source: Hitwise
March 11, 2009 5

6. What Are People Doing
Monthly Time Spent in Hours:Minutes
4Q 2008
K2-11 T12-17 A18-24 A25-34 A35-44 A45-54 A55-64 A65+
On Traditional TV* 106:37 103:48 118:28 142:29 147:21 173:00 190:40 207:29
Watching Timeshifted TV* 5:11 4:24 5:01 10:50 9:44 8:31 7:54 3:58
Using the Internet** 5:19 11:27 13:00 28:15 38:40 37:06 33:39 26:29
Watching Video on
1:49 2:49 5:03 4:14 3:20 2:34 1:34 1:08
Internet**
Mobile Subscribers
Watching Video on a n/a^^ 6:38^^ 2:53 3:42 3:37 2:53 2:10 n/a°°
Mobile Phone
Key fact:
31% of Internet activity occurs
when consumers are also watching television
Source: The Nielsen Company
March 11, 2009 6

7. What People AREN’T Doing
The vast majority of consumers are not embracing the latest in web and
consumer electronic applications
Percentage that answered they spend zero hours per week on each of the following
activities in a typical week
100% 91%
86% 83% 83%
77% 75%
80%
67% 64% 63%
60%
40%
20%
0%
Participating in a Watching videos Using a Web Writing blogs or Emailing from a Playing video Reading blogs or Participating in Listening to
virtual world on a mobile camera and contributin g to mobile games on the go listening to communities of Internet Radio
(e.g., Second phone or other VoIP service online phone/mobie (on a handheld podcasts interest on the
Life) mobile device (e.g., Skype) to references (e.g., device game device or Internet (e.g.,
see & talk to Wikipedia) phone) Yahoo groups)
family
members/friends
Source: Accenture
March 11, 2009 7

8. Hello, Cold Water Reality
Engage in the conversation or die! Social media is a tactic
When the content is appropriate
Web video is hot!
Valuable direct & search engine
The press release is dead
content
A short-form, search-engine-friendly
Blogging is about conversation platform (Twitter is even shorter)
You do…the customer is just louder
The customer controls the
(be ready to respond)
message
Have your own network and the
Go viral
right content…and luck
March 11, 2009 8

9. Putting it
all to
Work

10. The Common Questions
What it’s good for
Topic What to consider
Blogs Short content, public response Editorial focus (opinion, news)
Twitter Fresh, short content, networking Small audience; early stage
Video Visual content Appropriate subject matter
Forums Customer service; feedback Moderated; open discussions
Social Networking Direct reach Proprietary, LinkedIn, Facebook?
Search engine optimization Helping people find you Optimize off-site content
Search engine marketing Helping people find you Advertise beyond sales
Public Relations Raising awareness; reputation Fragmented media; newsworthiness
March 11, 2009 10

11. First, Drink the and Try it Out
• Google Adwords
• Blog, twitter, engage in forums
• LinkedIn or Facebook Groups
• Try video on video sites, blogs, Facebook
• New widgets on your blog
• Ask around, get feedback
www.go2web20.net
March 11, 2009 11

12. Research
• Do an online survey Survey Suggestions
Ask open-ended questions followed by
• Hold a focus group or interview multiple choice
them by phone 1. What they search for and why
• Engage online audiences in 2. What they click on (text, video etc)
appropriate online forums 3. What communications tools they use and
why (email, social networks, forums)
• Read marketing articles about 4. What ads they click on and why
our industry 5. What information they use for decisions
• Test Test Test Test search terms/language
You will gain critical knowledge
and an invaluable experience base…
March 11, 2009 12

13. Research &
Learn
ASK TARGET
Ask your
audience what is
relevant and why
Hype = High Risk
Outreach Target
Reality = Strong ROI
It’s a sales pitch:
Understand the
is it relevant,
target of your
contextual,
sources of
etc.? How do you
influence (they
like being
may be offline)
pitched?
March 11, 2009 13

14. Plan and Track
Web site and content
Component Sub-components Reach Relevance Status
SEO Analysis
Static Content Reports, About
Dynamic Content Blog, Twitter
Circulation RSS/Email
Networking Widgets/Groups (Facebook, LinkedIn)
Feedback Mechanism Form, groups, mailing list, blog
All distributed Content Newsletters, Videos, Advertisements
Community & Content Distribution
Component Sub-components Reach Relevance Status
Community Building LinkedIn Groups, Meetup
Video YouTube, Dailymotion, Veoh
Crowdsourced StumbleUpon
Search
Component Sub-components Reach Relevance Status
SEO Blog, press releases
SEM Ads, landing pages
Media YouTube, Flickr
March 11, 2009 14

15. Have Process In Place
• Do they know your business
People • Do they know your audience
• Content
• Targets
Research
• Context
• Copyright
Legal Review • Truth in advertising
• Internal
• Partners
Review
• Audience testing
Execute & Measure
March 11, 2009 15

16. Where is all this going?
Everyone Niche and Speed
TV-PC-Mobile
Shares Control Fragmented Offline Matters! Speed
converging
of Media Media Speed
Teens14-17 going
to the mall an
average of 5x a
month for 2 hours
per trip, visiting
an average of five
stores. - Arbitron ,
November 2008
March 11, 2009 16

17. What’s
Next?

18. Thank You
Twitter.com/fortexgroup
Fortexgroup.com/blog
Marketingsherpa.com
Marketingprofs.com
LinkedIn Digital Marketing Groups
Contact me at cohen@fortexgroup.com or (203) 569-9436