The document outlines the key principles and stages of digital marketing. It discusses awareness, engagement, and retention as the three key stages. Awareness involves introducing yourself and your brand using appropriate media. Engagement focuses on starting conversations, asking questions, and building social equity. Retention is about developing ideas further, providing support to communities, and ongoing communication. The overall message is that digital marketing is about communication, sharing stories and passions, and focusing on people rather than just technology.

2. The principles of Digital marketing
Ben Akin-Smith
:07723 051 507
:Ben.Akin-Smith@Enableinteratctive,co.uk

3. This is me:
…digital strategist, hopeful runner, entrepreneur, terrible cook,
media planner, ex-fat man, email marketer, husband, business
owner, atrocious singer, communicator, avid wearer of shoes,
digital evangelist, aspiring photographer, blogger & Mac
convert.

4. The Key Stages of digital activity & campaigning
1. Awareness
2. Engagement
3. Retention

5. Awareness - Introduce yourself
,
http://www.flickr.com/photos/lrargerich/3063054521/

6. Awareness
• Use all appropriate media
• Go to existing communities
• Mobilise content
• Give opinion, make a statement
Aussie Tourist board

7. Define who you are & what you stand for
COMMIT TO IT & BE CONSISTENT.
• About Us page
• Email
• Print
• Blogs
• Letters
• Campaigns
• Social media
• Content
http://www.flickr.com/photos/gtmq8/2303591849/

8. Find your Audience – get them talking
Simons Cat - RSPCA

9. Engagement
• Start a conversation
• Ask questions
• Make it personal
• Give people a challenge
• Have an opinion
• Build ‘social equity’
• Be useful
British Red Cross – ARG / HIV http://www.flickr.com/photos/28953625@N07/3171642571/

10. Retention
• Development of an idea
• Provide tools and assets
• Giving people space and support
• Respond to comments/ideas
• Community communication
You need to know someone to have a” deep” conversation

11. • Communication
The glue • Honesty
• Add Value
http://www.flickr.com/photos/nifer/353230456/sizes/l/

12. It is all about communication
http://www.flickr.com/photos/nichollsphotos

13. It is all about communication
Getting someone interested is
all about sharing, information, a
story, a passion, an idea etc...
It’s about people, not technology (but technology helps)
http://www.flickr.com/photos/nichollsphotos

14. “In the past you were what you owned. Now you are what
you share.” Charles Leadbeater. We Think
http://www.flickr.com/photos/milivoj/2166043959/sizes/l/

16. Listen
Act on their feedback
Encourage discussion, be a part of it
http://www.flickr.com/photos/twenty_questions/

17. Create a dialogue with them
Not a monologue

18. People are talking, getting together
and changing the world…

19. …. people will tell you what they think
Image: farm3.static.flickr.com/2088/2213647530_4506ce2671_o.jpg

20. You will get it wrong
Survey… http://www.tealeaf.com/resources/Harris_2008.asp http://www.flickr.com/photos/thomashawk/

21. Get it right and people notice
BIG
http://discussionleader.hbsp.com/haque/2008/09/how_to_build_a_nextgen_business_now.html

22. Be useful
http://www.flickr.com/photos/xgray/

23. Be Honest
Image: http://www.outdoorlens.com/funny-animal-signs/

24. Create space for agility, flexibility and iteration
http://www.flickr.com/photos/mundilfari_gjk/2497402169/sizes/l/

25. Treat things well and they will grow

26. Work with others & things will evolve
http://www.flickr.com/photos/babaghan/166756766

27. Because….
http://thisisindexed.com/

28. the future…

29. Mobile phones are changing the world
3.2 billion subscriber worldwide
• Smart Alerts – real time notifications
• Augmented reality
• Crowd sourcing goes mainstream
• Sensors everywhere (traffic/motion)
• Development potential – huge!
• Open Source?
• It’s about communication
http://googleblog.blogspot.com/2008/09/future-of-mobile.html
http://www.flickr.com/photos/splorp/64027565/sizes/l/

30. When you Travel - Take your friends with you
The Single Social Graph
Goggle Friend Connect
Facebook Connect
Passport (?)
Open ID

31. Convergence
iPlayer
Virtual worlds
Twitter
GPS

32. Don’t get scared,
remember we’re all
human
“what we’re really craving is more
humanity itself. I see clues of this
everywhere, from the direct engagement
as enabled by Twitter, to Apple’s Genius
bar which gives us live, breathing and
fairly smart people to help us when a
human touch is needed.” David Armano
http://www.flickr.com/photos/flysi/

33. Thanks and bye for now…
www.gapingvoid.com
Ben Akin-Smith
:07723 051 507
:Ben.Akin-Smith@Enableinteratctive,co.uk