When we talk about integrated marketing, that needs to mean more than making sure our Twitter, Facebook and website are in strategic alignment. Our web marketing has to align off-screen as well as it does on-screen. The world is increasingly becoming hypertext, rich with multiple layers of meaning and context. From Foursquare decals to chalked messages to "follow us on Facebook" to event-specific hashtags, we are surrounded by calls to link our real-life activities to their online complements. In our role as web communicators, how can we do this well in a way that serves both our needs and the needs of our audiences? Whether we're talking about geosocial/location-based services, viewbooks, flyers or tweetups, there is a large number of platforms where this is becoming increasingly relevant. How can we activate the ambient intimacy and latent connectivity around us to engage our audiences with relevant experiences and content? How can we bridge online community with off-line community? In this session, we will explore these principles as well as several concrete ideas for how to put them into action.

1. Bridging the Real and Virtual Worlds The Next Evolution of Social and Mobile Marketing Georgiana Cohen Tufts University June 12-13, 2011 #psuweb11 @radiofreegeorgy georgycohen.com

2. Who am I?

3. Who am I?

4. Who am I?

5. “ Bridging the Real and Virtual Worlds”

6. “ Bridging the Real and Virtual Worlds” Huh?

7. Who am I?

8. Who am I?

9. Who am I? X

13. “ The people formerly known as the audience are those who were on the receiving end of a media system that ran one way , in a broadcasting pattern, with high entry fees and a few firms competing to speak very loudly while the rest of the population listened in isolation from one another— and who today are not in a situation like that at all . ” - Jay Rosen, June 27, 2006 http://archive.pressthink.org/2006/06/27/ppl_frmr.html

14. http://www.flickr.com/photos/khrawlings/3454093660/ Ambient Intimacy “ Ambient intimacy is about being able to keep in touch with people with a level of regularity and intimacy that you wouldn’t usually have access to , because time and space conspire to make it impossible. … Who cares? Who wants this level of detail? Isn’t this all just annoying noise?

15. Ambient Intimacy … There are a lot of us, though, who find great value in this ongoing noise . ... It makes us feel closer to people we care for but in whose lives we’re not able to participate as closely as we’d like. … It’s not so much about meaning, it’s just about being in touch .” Leisa Reichelt , Mar. 2007 http://www.flickr.com/photos/khrawlings/3454093660/

16. “ We know this much: people want to be immersed . They want to get involved in a story , to carve out a role for themselves, to make it their own. But how is the author supposed to accommodate them? What if the audience runs away with the story? And how do we handle the blur —not just between fiction and fact, but between author and audience, entertainment and advertising, story and game?” - Frank Rose, March 8, 2011 http://www.wired.com/epicenter/2011/03/why-do-we-tell-stories/all/1

17. Online life ↕ Offline life http://www.flickr.com/photos/oskay/3252191131/

20. The future of marketing is CONTEXT

21. The future of marketing is CONTEXT (You can tweet that)

22. http://www.flickr.com/photos/velorowdy/2018680371/

27. Alignment & Convergence

29. http://www.flickr.com/photos/duchamp/11553112/

30. http://www.flickr.com/photos/wscullin/3770015203/

33. http://instagr.am/p/EznGB/ (credit: @tsand)

34. http://www.conferencecenterblog.com/2010/12/14/how-to-host-a-tweet-up-your-conference/

40. Real-Time

42. Physical Attendance Digital Attendance Digital Non-Attendance Physical Non-Attendance Event Layers

44. (This is an experience.)

45. (This is an experience.)

46. (This is an experience.)

48. “ No longer do we have to wait to relive the episode at the water cooler tomorrow. The water cooler is online now.” - Susan Murphy, “ TV Is Not Dead ,” March 23, 2011

50. “ People think bin Laden is hiding in the Hindu Kush, but did you know that every day from 4 to 5 p.m. he hosts a show on C-SPAN?” - Seth Meyers, Apr. 30

51. Number of times user saw hashtag before using it # of users tweeting with particular hashtag http://media.twitter.com/1284/hashtag-repetition According to a 2011 Cornell Study, “you need to see a hashtag four or five times before It really clicks.” Takeaway: “If you use a hashtag, repeat it.”

53. “ Our work with TV partners… shows that broadcast prompts like hashtags on-air immediately drive double to ten-fold increase in activity on Twitter. ” - Chloe Sladden, Twitter Media , May 3, 2011

54. http://blogs.umflint.edu/universityrelations/2011/04/20/live-tweeting-at-the-critical-issues-forum/

57. Multichannel, Contextual Content

58. http://www.flickr.com/photos/dantaylor/4733270921/

59. http://www.flickr.com/photos/dantaylor/4733270921/ "Now, with smart phones and location awareness and tablets, you've got multiple screens speaking to each other…

60. http://www.flickr.com/photos/dantaylor/4733270921/ … You're going to see a lot of the most interesting things in advertising happening with that.“ - Teresa Iezzi, Creativity NPR, Jan. 17, 2011

61. http://www.flickr.com/photos/dantaylor/4733270921/

64. http://thedaveeffect.blogspot.com/2011/04/starbucks-you-sly-devil.html

66. Location, Location, Location

68. This isn’t a place… … or is it?

69. Location… … Experience

70. Check-ins are the grappling hooks for social experiences

71. CONTEXT ↑ What makes something an experience

72. “ The check-in converts location to place, which is far more semantically rich than simple location, and it is real-time — it means ‘I’m here now.’” Jeff Holden, Pelago (makers of Whrrl ), Oct. 2010 * = bought by Groupon in April 2011 The Physical World Web

73. “ It is truly the first location-aware album in the sense that it is a work of authored music -- different melodies, different rhythms, different instrumentation, and different songs entirely are to be heard at their designated locations .”

75. “ I was at a place in the Lower East Side of New York… I checked in, and Foursquare was like, the last time you were here was October 2008… There's something awesome about that. It's the beginning of augmented memory. The last time you were here was with these people, at this event.” Dennis Crowley, Foursquare, Apr. 2011 ‘ Augmented Memory’

76. (PS - More on this at bit.ly/checking-in)

77. Mobile, QR Codes and Augmented Reality

78. Mobile http://www.flickr.com/photos/sirmightymac/3379793055/

81. “ QR codes are portals from analog to digital. They are like secret passageways taking us from the ‘real’ to virtual world.” – Jason Urban, Printeresting, March 30, 2011 QR Codes

83. Why We Lose Our Hands by Chris Fritton “ This is a handmade book composed entirely of QR codes readable only by mobile phone apps. One long poem in 11 segments. ”

84. 2011: Google ditches QR codes for NFC (near-field communication) More on mobile tagging: http://www.psfk.com/ future-of-mobile-tagging

85. Augmented Reality

87. Low-tech augmented reality http://www.contentious.com/2011/04/10/practical-example-of-low-tech-augmented-reality-my-phones-camera/

89. http://www.flickr.com/photos/myklroventine/1875049949/ To sum up… What matters? -> Context -> Alignment What’s best? -> Whatever works What’s next? -> ???

90. Thank you! Questions? Slides and more information: http://bit.ly/bridgingit @radiofreegeorgy georgycohen.com