Authors in the classroom


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Guest lecture for the ACU University "authors in the classroom" series..

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Authors in the classroom

  1. 1. Authors in the Classroom Dr Stephen Dann
  2. 2. About the author. <ul><li>@stephendann </li></ul><ul><li>($) stephendann </li></ul><ul><li> </li></ul><ul><li>(and and </li></ul><ul><li>Long term gamer, computer user, avowed pop culture geek, and marketing tragic </li></ul>
  3. 3. The History of the Book <ul><li>1993: Wired 1.3 </li></ul><ul><li>“ This web thing. It’s going to be big” </li></ul><ul><li>1994: “Contemporary Issues in marketing” </li></ul><ul><li>“ It’ll never catch on” complained students </li></ul><ul><li>1995: “Why can’t we come to class to get the questions instead of having them sent to us by e-mail?” </li></ul>
  4. 4. The History of the Book <ul><li>1998-2001 </li></ul><ul><li>Strategic Internet Marketing 1.0 </li></ul><ul><li>2001-2004 </li></ul><ul><li>Strategic Internet Marketing 2.0 </li></ul><ul><li>2006-2011* </li></ul><ul><li>eMarketing 1.0 </li></ul>*We were doing so well until 2008 when we had to reboot because of Web2.0’s success
  5. 5. Systematic Upgrades <ul><li>SIM1.0: Usenet, IRC, e-mail, MUD </li></ul><ul><li>SIM2.0: Usenet, IRC, e-mail, Virtual Worlds </li></ul><ul><li>eMarketing: World of Warcraft, Xbox360, e-mail, Web2.0, Twitter, Facebook. </li></ul>
  6. 6. Presentation Conditions Laptops open Phones on Touchscreens active
  7. 7. e-marketing Conversation and Brand
  8. 8. Who’s online right now? Device check. Platform Check. Twitter check.
  9. 9. Twitter as the conversation
  10. 10. Note: Twitter in 2007 “ No idea what it does, but it’s going to be big”
  11. 11. Twitter How does it work?
  12. 12. What’s the theory?
  13. 13. Communications Model <ul><li>Source </li></ul><ul><li>Encoding </li></ul><ul><li>Channel </li></ul><ul><li>Decoding </li></ul><ul><li>Receiver </li></ul>
  14. 15. Recent History: Figure 1.1
  15. 16. What’s the practice? <ul><li>What do we think Twitter can do? </li></ul>
  16. 17. Twitter as…
  17. 18. Uses <ul><li>casual listening platform </li></ul><ul><ul><li>Crawford 2009 </li></ul></ul><ul><li>creating the illusion of physicality </li></ul><ul><ul><li>Hohl 2009 </li></ul></ul><ul><li>sense of connectedness and relationship </li></ul><ul><ul><li>Henneburg et al 2009 </li></ul></ul><ul><li>venue for conversation </li></ul><ul><ul><li>Steiner 2009 </li></ul></ul>
  18. 19. How is it co-created? <ul><li>Conversational </li></ul><ul><ul><li>Uses an @statement to address another user </li></ul></ul><ul><li>Status </li></ul><ul><ul><li>The answer to “What are you doing now?”. </li></ul></ul><ul><li>Pass along </li></ul><ul><ul><li>Tweets of endorsement (self created, urls, RT) </li></ul></ul><ul><li>News </li></ul><ul><ul><li>The answer to “What’s happening now” </li></ul></ul><ul><li>Phatic </li></ul><ul><ul><li>Statements of connected presence </li></ul></ul><ul><li>Spam </li></ul><ul><ul><li>Junk traffic </li></ul></ul>
  19. 20. How does it work for marketing? <ul><li>The Art is in the Conversation. </li></ul><ul><li>7 Reasons People Give For Not Using Twitter </li></ul><ul><li>One answer: It’s a conversation </li></ul>
  20. 21. Conversations and the Brand: Brand by Action Communications of offerings that have value Communications that have value
  21. 22. Brand <ul><li>identifiable attributes </li></ul><ul><ul><li>Symbols </li></ul></ul><ul><ul><li>physical marks </li></ul></ul><ul><ul><li>words and visual cues </li></ul></ul><ul><li>used to convey a promise of quality, experience or satisfaction to the consumer. </li></ul>
  22. 23. Brand Personality <ul><li>Common brand character traits </li></ul><ul><ul><li>Competence </li></ul></ul><ul><ul><li>Excitement </li></ul></ul><ul><ul><li>Sophistication </li></ul></ul><ul><ul><li>Popularity </li></ul></ul><ul><ul><li>Affection </li></ul></ul><ul><ul><li>Sincerity </li></ul></ul><ul><ul><li>Ruggedness </li></ul></ul>
  23. 24. Applied Branding Online <ul><li>Brand is everywhere </li></ul><ul><ul><li>Every user name, upload and photo </li></ul></ul><ul><ul><ul><li>Facebook photos, status </li></ul></ul></ul><ul><ul><ul><li>Twitter icons </li></ul></ul></ul><ul><ul><ul><li>YouTube content </li></ul></ul></ul><ul><ul><ul><li>Email address </li></ul></ul></ul><ul><ul><ul><li>URL </li></ul></ul></ul><ul><li>All interactions count towards brand reputation </li></ul>
  24. 25. Personal Branding ($) <ul><li>combination of reputation, endorsement and a bit of typecasting to achieve a specific reputation for your job, expertise or career </li></ul><ul><ul><li>Define your personal brand </li></ul></ul><ul><ul><ul><li>With or without a brand manual </li></ul></ul></ul><ul><ul><li>Pursue the outcomes of the personal brand </li></ul></ul>($) Brand Personalities with Real Personality: Strategies for Individual Brands and Branded Individuals in the Entertainment Industry
  25. 26. Conclusion
  26. 27. Questions