The document discusses the evolution of media from a broadcast model to a many-to-many conversational format facilitated by digital technology, noting a growing consumer control over content consumption and marketing interactions. It highlights various forms of new media, such as blogs, podcasts, mobile marketing, and social networks, emphasizing the importance of measurement and engagement over traditional promotion. The piece concludes with advice on audience understanding and integrated marketing strategies to effectively leverage new media.

2. What’s New in Media?

3. A SHIFT from a BROADCAST mechanism to a MANY-TO-MANY model, rooted in a conversational format between authors and people.

4. Broadcast Style

5. Many-to-Many Style

6. New media is an ever-evolving term, but today has come to refer to media tools driven primarily by digital technology and typically facilitates multi-directional message distribution.

7. Consumers are tiring of “interruption” advertising and are increasingly in control of how they interact, filter, distribute, and consume their content and associated marketing messages.

8. DISCLAIMER: New media isn't a short-term project, an experiment, an event, a one-shot deal, or a quick fix. It's not something you throw money at, and using it doesn't guarantee sales or influence.

9. Some examples of new media: Blogs Podcast/Videocast Mobile Marketing Social Networks RSS Feeds Widgets SO MANY more - sorry, we’re not going to cover them all today

11. Weblog (Blog) A website that displays entries in reverse chronological order. A typical blog combines text, images, and links to other blogs, web pages, and media related to its topic.

12. Weblog (Blog)

13. Weblog (Blog)

14. Weblog (Blog)

15. Weblog (Blog)

16. Weblog (Blog)

17. Why Blog? (Mike’s top 5 reasons) Newspapers and magazines accepting blogs as a source (PR) Great for search engine marketing Site content/web differentiation Establish yourself as a thought leader Forum for handling crisis/feedback (BONUS) Tracking…

18. Tracking in the Blogosphere

19. Tracking in the Blogosphere

20. Tracking in the Blogosphere

21. Measuring New Media New media tends to be easier to measure because of the tie to technology. We can typically tell how many and how people are viewing and interacting with our media.

22. Podcast/Videocast

23. Podcasts Some companies that offer customers a discount on purchases if they bring in their iPod to show that they’ve downloaded their Podcast.

24. Mobile Marketing/Text Messaging Text to be notified before a price change

25. Mobile Marketing/Text Messaging

26. Mobile Marketing/Text Messaging

27. Social Networks

28. Social Networks

29. Social Networks

30. Social Networks

31. Social Networks

32. Airstream Social website encouraging people to form a community by submitting photos and stories from the road.

33. RSS Feeds RSS (Really Simple Syndication) is content that you subscribe to through a feed. The evolution of getting information online 90s = Browsing Early 2000s = Search (Google) Today = Subscribe

36. Widgets Kind of like mini websites Small and portable - a user can put a widget on their desktop, home page, even their mobile

37. Widget - Southwest Airlines - DING! 2 Million Downloads Generated $150 million

38. Where are your customers? Online: 79% of U.S. adults online Avg 11 hours/week Myspace: 181 million users; avg age is 34 Blogging: More than 40 million blogs… and it doubles every 6 months Cell Phones: 255 million users (84%), 98% capable/50% using text messaging Video: 12 billion online video streams 61.4% have visited a social networking site Six in 10 wealthy consumers online use social networks

39. Making it Work Don’t promote. Participate. Know your audience and give them relevant experiences. Important to understand the technology. More important to understand the strategy. Extend your reach. It’s not a build-it-they-will-come mentality. Integrated marketing is important.

40. Mike McDowell KPS|3 Marketing Account Executive Director of New Media [email_address]