081017 Introduction

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Introductory presentation for the La Salle Business School interactive marketing executive course.

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  • 081017 Introduction

    1. 1. INTRODUCTION DIGITAL Waggener Edstrom Worldwide |Ged Carroll |November 17, 2008
    2. 2. WELCOME: <ul><li>Hygiene </li></ul><ul><li>Introductions </li></ul><ul><li>Brief technological overview / history lesson </li></ul><ul><li>The web and the business </li></ul><ul><li>Drivers of word-of-mouth </li></ul><ul><li>Questions </li></ul>
    3. 3. HYGIENE
    4. 4. WHO ON EARTH AM I?
    5. 5. OR AS MY GIRLFRIEND SEES ME
    6. 6. HISTORY & TECHNOLOGY OVERVIEW
    7. 7. WHAT IS THE INTERNET? <ul><li>The Internet is a worldwide, publicly accessible series of interconnected computer networks that transmit data by packet switching using the standard Internet Protocol (IP). </li></ul><ul><li>It is a &quot;network of networks&quot; that consists of millions of smaller domestic, academic, business, and government networks, which together carry various information and services, such as electronic mail , online chat , file transfer , and the interlinked web pages and other resources of the World Wide Web (WWW). </li></ul><ul><li>Source: Wikipedia </li></ul>
    8. 8. INTERNET HISTORY 1969 1988 2008 ARPANET IPSS Public ‘ net WWW IETF ICANN email Mosaic HyperCard CD-i Macintosh Yahoo! Amazon Google Web 2.0 SSL | TLS dot.bomb Crisis eBay Facebook Blogging BBS
    9. 9. FRAGMENTED MEDIA LANDSCAPE
    10. 10. DIGITAL EVOLUTION OF MEDIA <ul><li>The future is a number of Digital and Networked media </li></ul>
    11. 11. IF YOU HAD TO LIVE ON A DESERTED ISLAND WHICH WOULD YOU TAKE?
    12. 12. LIVE POLL: GLOBAL MARKETERS RESPONSE TNS media intelligence/Cymfony polled 70+ marketers around the globe about their experiences incorporating all types of social media tools in their marketing strategies. Represented countries include the United States, Canada, the United Kingdom and France. Which of the following most closely matches your personal point of view on the potential impact that social media will have in business?
    13. 13. CHANGING MEDIA LANDSCAPE TIMELINE
    14. 14. FROM HARD COPY TO MULTIMEDIA NEWS <ul><li>Most popular stories dictate tomorrow’s print headlines </li></ul><ul><li>47 staff blogs </li></ul><ul><li>Telegraph TV – web TV channel </li></ul><ul><li>Podcasts </li></ul><ul><li>A4 size print your own paper Telegraphpm </li></ul><ul><li>Comments on every story </li></ul><ul><li>My Telegraph personal news portal, personal blog space and social network </li></ul>FROM TO
    15. 15. QUICK POLL <ul><li>Which of the following most closely matches your personal point of view on the potential impact that social media will have in business? </li></ul><ul><li>It's a passing fad with limited applications. </li></ul><ul><li>It's worth monitoring at a staff level, should not absorb significant resources. </li></ul><ul><li>It should be monitored as the executive level, with significant resources made available. </li></ul><ul><li>It's a revolutionary new opportunity for business that must be grasped with a sense of urgency. </li></ul><ul><li>Don't know. </li></ul>
    16. 16. LIVE POLL: GLOBAL MARKETERS RESPONSE TNS media intelligence/Cymfony polled 70+ marketers around the globe about their experiences incorporating all types of social media tools in their marketing strategies. Represented countries include the United States, Canada, the United Kingdom and France.
    17. 17. DEMYSTIFYING THE JARGON
    18. 18. WHAT IS SOCIAL NETWORKING? <ul><li>A social network is a social structure made of nodes (which are generally individuals or organisations) that are tied by one or more specific types of interdependency, such as values, visions, idea, financial exchange, friends, kinship, dislike, conflict, trade, web links, sexual relations or airline routes. </li></ul><ul><li>Trust or relationship based </li></ul><ul><li>Provide a collection of various ways for users to interact, such as Q&A, messaging, email, video, voice chat, photos, file sharing, bookmarks, blogging, discussion groups etc. </li></ul>
    19. 19. WHAT IS UGC? <ul><li>User generated content ( UGC ), also known as consumer generated media ( CGM ) or user created content ( UCC ), refers to various kinds of media content, publicly available, that are produced by end-users </li></ul><ul><li>Definition is often narrowed further to include only work that is published, requires a creative effort and is outside the creator’s ‘professional routines & practices’ </li></ul><ul><li>Differentiation between UGC and prosumer generated content or micro media </li></ul><ul><li>Not a new concept – Rodney King, Zapruder footage, The Anarchist Cookbook, The Whole Earth Catalog </li></ul><ul><li>2005 – media big bang. BBC sets up user-generated content team. Receives 5,000+ photos from Buncefield terminal fire </li></ul>
    20. 20. MICRO MEDIA
    21. 21. SOME FINAL THOUGHTS
    22. 22. PORTUMNA <ul><li>Portumna has been a commercial centre for centuries </li></ul><ul><ul><li>Position at a strategic crossing point on the river Shannon </li></ul></ul><ul><li>Local shopkeepers who’ve know my family for at least four generations </li></ul><ul><li>Understand their consumer needs </li></ul><ul><li>Life-long relationships </li></ul>WE’RE TRYING TO ‘BOTTLE THIS LIGHTNING’ WITH ONLINE MARKETING!
    23. 23. ONLINE INSPIRATION & USEFUL LINKS <ul><li>The Cluetrain Manifesto </li></ul><ul><li>Crowdsurfing </li></ul><ul><li>Wikinomics website which is based on and extends the book of the same name by Don Tapscott and Anthony D Williams </li></ul><ul><li>Collected papers and essays by danah boyd </li></ul><ul><li>Notre Dame University: Fifteen-minutes of fame: The Dynamics of Information Access on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, B Racz, I Szakadat and A Barabasi </li></ul><ul><li>OECD whitepaper on user-generated content </li></ul><ul><li>Digital Natives Programme by Berkman Center for Internet & Society at Harvard Law School </li></ul><ul><li>Some suggested blogs and online sources to read sorted by subject area </li></ul><ul><li>How to read RSS feeds in Outlook: http://office.microsoft.com/en-us/outlook/HA011750001033.aspx </li></ul><ul><li>Pane-style readers: http://www.pageflakes.com http://www.netvibes.com/ </li></ul><ul><li>Online readers: http://www.bloglines.com/ http://www.newsgator.com/ </li></ul><ul><li>A regularly-updated RSS reader resource: http://blogspace.com/rss/readers </li></ul>
    24. 24. © Waggener Edstrom Worldwide 2008

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