Objects & Relationships Marketing Presentation

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I was asked to present a POV of "online video" at the International Association of Culinary Professionals (IACP) in Portland this year (April 2010). This is my presentation.

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  • The controlled by no one is where it’s exciting – there is incredible opportunity to “share” and spread
  • Photo from - http://www.wind-mobile.com/?id=86
  • Here, talking about video. Video is just a piece of content – a “social object”
  • Objects are consumed and shared by people. They are measured by the number of people who see them.
  • Relationships – putting something around it – context - content is only part of the story
  • Relationships need objects to grow. The more valuable objects given to the relationship, the more it can grow.
  • Objects and relationships cannot be independent to provide the most value to the brand.
  • It is when the objects and relationships work together that the brand finds nirvana. Providing value to their audience in the object (content) and relationship (context).
  • Objects & Relationships Marketing Presentation

    1. 1. Marketing Your Brand with Online Video<br />1<br />
    2. 2. 2<br />Communication is evolving<br />
    3. 3. 3<br />From Closed to Open Media<br />Broadcast<br />Centralized control; broad message deployment<br />Narrowcast<br />Centralized control; specific message deployment<br />Networked<br />Decentralized control; fluidity; dynamic message deployment<br />Traditional: Closed<br />Online: Closed<br />Digital: Open<br />
    4. 4. 4<br />Organization<br />Specificity<br />Traditional Outreach: Broadcasting to 1,000,000 to engage 100<br />New Outreach: Engaging the right 10 people who reach 1,000who <br />influence10,000<br />
    5. 5. Shifts in Media Consumption<br />The communications landscape has changed as a result of socialmedia and the growth is exponential<br />2009 Statistics:<br /><ul><li>More than 70 million videos on YouTube
    6. 6. Over 133,000,000 blogs indexed on Technorati
    7. 7. 1.7 billion tweetson Twitter
    8. 8. 400million + users on Facebook representing 170 countries/territories
    9. 9. Dramatic decline innewspaper circulation</li></ul>5<br />5<br />
    10. 10. PLATFORMS ARE EVOLVING<br />
    11. 11. From content produced and controlled by a few …<br />To content produced by everyone and controlled by no one. <br />From independent, closed mediums …<br />To hyper-relevant, connected forums that feed into and from one another in a social nexus of opinions.<br />
    12. 12. Content is<br />Evolving<br />
    13. 13. 9<br />SOCIAL OBJECTS<br />
    14. 14. 10<br />Growth<br />Relationship<br />Reach<br />Sharing<br />
    15. 15. ENGAGEMENT<br />11<br />
    16. 16. 12<br />Growth<br />Relationship<br />Reach<br />Sharing<br />
    17. 17. 13<br />Growth<br />Relationship<br />Reach<br />Sharing<br />
    18. 18. 14<br />Growth<br />Relationship<br />Reach<br />Sharing<br />

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