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It’s a Mad, Mad, Mad, Mad World Wide Web

It’s a Mad, Mad, Mad, Mad World Wide Web. Stafford Kendall Principal, Covalent Logic. The Digital Society. Born Digital Digital Immigrants Digital Settlers. WHEN I SAY INTERACTIVE MEDIA…. E-mail Newsletters Social Media Online Advertising Widgets & Flash games

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It’s a Mad, Mad, Mad, Mad World Wide Web

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  1. It’s a Mad, Mad, Mad, Mad World Wide Web Stafford KendallPrincipal, Covalent Logic

  2. The Digital Society Born Digital Digital Immigrants Digital Settlers

  3. WHEN I SAY INTERACTIVE MEDIA…. • E-mail Newsletters • Social Media • Online Advertising • Widgets & Flash games • And, of course, corporate Web sites.

  4. WHERE NEW MEDIA FITS • Niche Messaging • Re-marketing • Advance Testing of Mass Messages • Full marketing cycle – promote, inform and sell in one medium

  5. WHAT NEW MEDIA ISN’T • A magic bullet to reach 15-25 yr olds • Easy, cheap or free • Independent of other media • For marketing, exclusively. All interactive should be designed with full business process in mind.

  6. Speed to Market • Town Crier • Letter • Telephone • Radio • TV • Web Site • Email • Facebook • Texting • Twitter

  7. Conversation vs. Broadcast

  8. Consider Social Networking • Facebook • Twitter • Blog • Email Newsletter

  9. Let’s Play a Game Write something personal on an index card. Don’t write your name or give anyone any clue you wrote it.

  10. Broadcast • Twitter • Facebook Pages • Blogs • Email Newsletters

  11. Conversation • MySpace • Facebook Groups • LinkedIN • Blogs • Discussion Boards

  12. Definitions • Google looks “to organize the world’s information and make it universally accessible and useful.” • Twitter wants “people to share and discover what’s happening right now, anywhere in the world.” • Facebook “helps you connect and share with the people in your life.”A sliding scale from anonymous => personal, and from universal => intimate.

  13. There’s Nothing New Under the Sun • Same rules of etiquette and grace apply. • Trust your instincts. • Listen before you speak. • Introduce yourself.

  14. Etiquette • Listen, more than you talk. • Don’t talk about religion and politics. • Don’t post when you’ve had a drink. • Sarcasm doesn’t type well. • Sincerity is the most important rule. • Don’t play in the sandbox, until you know the rules.

  15. DEVELOPMENT CYCLE • Set Goals • Execute • Assess – survey, reports, comments • Adjust • Assess - reports Interactive is never finished.

  16. GOALS • Be realistic – interactive campaigns can’t fix what’s wrong with a company or product without follow through from the top. • Combine interactive goals with offline goals. It’s not a separate world anymore. • If you build it, you still have to get them to come. Plan for promotion.

  17. EXECUTION • DIY & Free will come off just like it does when you DIY home construction. • Plan the launch, as well as the project.

  18. ASSESS • Random comments from interested folks don’t matter. • Judge based on your goals. • Don’t be afraid to be wrong. And admit it. And modify your plan.

  19. Build It • Minimum: • Share • Email to a Friend • Subscribe • Extras: • Facebook Page • Facebook Group • Twitter

  20. Facebook Users

  21. Share On Facebook

  22. Page • Broadcast • Get “fans” • Message the group • Postings appear in fans’ News Feed • Update once a week – minimum. • Message once a week – maximum.

  23. Page

  24. Group • Conversation • Can be private • Posts do not appear in News Feed • Can message whole group • Have to “let it go” more than with a Page.

  25. Group

  26. Causes • App to encourage action – using overt viral networking and broadcast tools. • Adds donation portal to “Page” concept. • Once a week updating is a good pace.

  27. Causes

  28. Twitter • Multiple feeds – niche, niche, niche. • Write evergreen tweets before you start to help fill the void. • No necessary, required updating schedule, once a day is a good pace.

  29. Twitter

  30. Keys to the Kingdom • Trust your instincts. • Stop talking to listen - Get more than you give. • Read, read, read. • Flexibility & Risk-Taking

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