Marketing your brand in today's digital world

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Presented to the Magazine Publisher's Association Independent Publishers Conference in Chicago, IL on May 16, 2008

Published in: Business, Technology

Marketing your brand in today's digital world

  1. 1. Marketing your brand in today’s digital world Matt Dickman//Fleishman-Hillard//MPA//May 2008
  2. 2. Welcome.
  3. 3. About me.
  4. 4. http://www.google.com/search?&q=matt+dickman
  5. 5. What do you want to takeaway today?
  6. 6. If you don’t like change, you’re going to like irrelevance even less. General Eric Shineski, Retired Chief of Staff, U.S. Army
  7. 7. Put strategy first.
  8. 8. “The best idea is boss.” -CP+B
  9. 9. Start with goals in mind.
  10. 10. And a solid foundation.
  11. 11. Social media Search Mobile marketing Email marketing Advertising Publishing 1.0 - Quality web site with robust CMS
  12. 12. The world has changed.
  13. 13. Old model was pushing messages out to 1,000,000 to touch 100.
  14. 14. New model is reaching 100 who reaches 1,000 who reaches 100,000.
  15. 15. 1.0 to 2.0
  16. 16. The influencers changed.
  17. 17. Created by David Armano (http://darmano.typepad.com
  18. 18. 60,000 source: YouTube.com
  19. 19. 75,000 (close to one every second) source: Technorati.com
  20. 20. 1,200,000 (50,000 per hour) source: Technorati.com
  21. 21. 240,000 (close to three every second) source: Technorati.com
  22. 22. 75,000,000 (and counting) source: Techcrunch.com
  23. 23. The roadmap changed.
  24. 24. The language changed.
  25. 25. <html> <head> <title>The web changed things.</title> </head> <body> Hello World! </body> </html>
  26. 26. The pace changed.
  27. 27. Choice is growing exponentially.
  28. 28. The niche publisher’s sweet spot.
  29. 29. Publishers are at a crossroads.
  30. 30. How do you stop pushing out content and start having conversations?
  31. 31. How do you stop shouting?
  32. 32. Traditional digital is running rampant.
  33. 33. Sometimes that works.
  34. 34. It just doesn’t work in a vacuum.
  35. 35. Or a silo.
  36. 36. In digital, experiences rule.
  37. 37. Storytelling is a must.
  38. 38. Creating and enabling fans.
  39. 39. 1-to-1.
  40. 40. Right message, right time, right person.
  41. 41. Location agnostic.
  42. 42. Portable.
  43. 43. Widgets are portable, brand gateways.
  44. 44. Time agnostic.
  45. 45. We have to adapt.
  46. 46. End of interruption.
  47. 47. Social media will be the standard.
  48. 48. It’s all personal.
  49. 49. The “me” economy.
  50. 50. 15 megabytes is the new 15 minutes.
  51. 51. Reader buzz can be great.
  52. 52. Or really bad.
  53. 53. Hurricane Kohls.
  54. 54. Paul McEnany | http://heehawmarketing.typepad.com
  55. 55. Wal-Mart flog.
  56. 56. Either way, it spreads quickly.
  57. 57. They don’t call it viral for nothing.
  58. 58. We have to keep our eyes open.
  59. 59. And look below the surface.
  60. 60. Micromedia.
  61. 61. Minneapolis bridge collapse.
  62. 62. Bridge collapses - 6:00pm
  63. 63. I hear about it on Twitter a little after 6pm.
  64. 64. The story unfolds.
  65. 65. 29 minutes
  66. 66. 45 minutes
  67. 67. 45 minutes
  68. 68. 49 minutes
  69. 69. Mainstream media catches up.
  70. 70. 1 hour
  71. 71. Some alert friends.
  72. 72. 1 hour 42 minutes
  73. 73. Some ask questions.
  74. 74. 3 hours 8 minutes
  75. 75. Some reflect back.
  76. 76. People upload images.
  77. 77. Distributed through widgets.
  78. 78. And through mashups.
  79. 79. There are new worlds to explore.
  80. 80. Adding value should ALWAYS be the goal.
  81. 81. Thank you! Matt Dickman mattdickman@gmail.com http://technomarketer.typepad.com

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