Marketing and Branding in an Era of New Media
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Similaire à Marketing and Branding in an Era of New Media
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Marketing and Branding in an Era of New Media
- 1. Marketing & Branding In an Era of New Media by Ryan Evans President, Rand Media Group linkedin.com/in/evansryan @ryanevans RandMediaGroup.com/blog
- 2. what’s new? The web got more social. what do you mean by “social”? linkedin.com/in/evansryan @ryanevans RandMediaGroup.com/blog
- 3. Social Media “...Internet-based applications...that allow the creation and exchange of user-generated content.” *Kaplan Andreas M., Haenlein Michael, (2010 in print, 2009 online), Users of the world, unite! The challenges and opportunities of social media, Business Horizons, Vol. 53, Issue 1
- 4. just how much did social media grow in 12 months? a lot really? linkedin.com/in/evansryan @ryanevans RandMediaGroup.com/blog
- 5. 2010 2009 400 Million users* 200 Million users *half of users log in every day *avg user logs in 55 minutes each day *last year didn’t you say….
- 6. 2010 2009 12 Billion Videos Viewed per month* 6 Billion Videos Viewed per month 200 Million *82% of internet users watch online video *Now the second largest search engine linkedin.com/in/evansryan @ryanevans RandMediaGroup.com/blog
- 7. 2010 12 Billion Tweets per month 2009 80 Million Tweets per month 200 Million *300,000 new users every day *600 million search queries every day
- 8. 12 Billion Videos Viewed per month* you your “friend” 200 Million linkedin.com/in/evansryan @ryanevans RandMediaGroup.com/blog
- 9. you your “friend” 12 Billion Videos Viewed per month* you your “friend” 200 Million you your “friend” linkedin.com/in/evansryan @ryanevans RandMediaGroup.com/blog
- 10. connections are determined by: existing relationships 200 Million connections are determined by: existing relationships content / information desire for future relationships
- 11. “ Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.” - Rupert Murdoch
- 12. Communications are public Connections are public New media is the public
- 13. Option 1. Hide
- 14. Option 2. Option 3. Embrace with Enthusiasm
- 15. Option 3. Embrace Awkwardly
- 16. can you use social media for business? yes how? linkedin.com/in/evansryan @ryanevans RandMediaGroup.com/blog
- 17. I have a platform twitter facebook linkedin youtube google blog linkedin.com/in/evansryan @ryanevans RandMediaGroup.com/blog
- 18. podcasts twitter outside blogs blog email youtube speaking engagements book deal linkedin.com/in/evansryan @ryanevans RandMediaGroup.com/blog
- 19. @JessB123 You should just come anyway. Who said sleeping in a moldy apartment was bad for you? Horizon realty thinks it’s ok. “We’re a sue first, ask questions later kind of an organization.” - Horizon’s Attorney Jeffrey Michael. Twitter goes crazy. linkedin.com/in/evansryan @ryanevans RandMediaGroup.com/blog
- 20. blah blah blah blah blah blah blah blah blah blah blah blah blah blah Can you hear me? what? blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah linkedin.com/in/evansryan @ryanevans RandMediaGroup.com/blog
- 21. what do you do? why does it matter? are you authentic? do people care? will people talk? YOUR BRAND linkedin.com/in/evansryan @ryanevans RandMediaGroup.com/blog
- 22. Personal Brand linkedin.com/in/evansryan @ryanevans RandMediaGroup.com/blog
- 23. The social graph linkedin.com/in/evansryan @ryanevans RandMediaGroup.com/blog
- 24. Content celebrity influence linkedin.com/in/evansryan @ryanevans RandMediaGroup.com/blog
- 25. micro-celebrity influence Content celebrity influence linkedin.com/in/evansryan @ryanevans RandMediaGroup.com/blog
- 26. Becoming a “Micro – Celebrity” Actively interact with people on social media. Have a personality Do things worth talking about Have good content
- 27. entertaining passionate unique thought-provoking comprehensive Content linkedin.com/in/evansryan @ryanevans RandMediaGroup.com/blog
- 28. content YOUR BRAND linkedin.com/in/evansryan @ryanevans RandMediaGroup.com/blog
- 29. types of content blog posts blog comments surveys presentations interviews commentaries articles white papers studies tweets facebook post pictures games applications demonstrations tools infographics forum posts
- 30. paths of distribution twitter facebook linkedin youtube your blog other blogs podcasts google searches twitter searches retweets email flickr iPhone your website other sites googleadwords advertisng slideshare types of content blog posts blog comments surveys presentations interviews commentaries articles white papers studies tweets facebook post pictures games applications demonstrations tools infographics forum posts
- 31. paths of distribution twitter facebook linkedin youtube your blog other blogs podcasts google searches twitter searches retweets email flickr iPhone your website other sites googleadwords advertisng slideshare types of content blog posts blog comments surveys presentations interviews commentaries articles white papers studies tweets facebook post pictures games applications demonstrations tools infographics forum posts
- 32. paths of distribution twitter facebook linkedin youtube your blog other blogs podcasts google searches twitter searches retweets email flickr iPhone your website other sites googleadwords Advertisng slideshare types of content blog posts blog comments surveys presentations interviews commentaries articles white papers studies tweets facebook post pictures games applications demonstrations tools infographics forum posts
- 33. Thank You Ryan Evans RandMediaGroup.com/blog twitter.com/ryanevans linkedin.com/in/evansryan r.evans@randmediagroup.com
Notes de l'éditeur
- Last year I said I didn’t recommend facebook for explicit business activity. I changed my mindPeople are connecting with companies on facebook pages in a real way. People are bringing in work connections more and more. You can now put people into lists on facebook and customize status updates.
- Youtube is now the second largest search enginePeople are using it to find information on business. How many people have used youtube to learn how to do something?How to tie a tie video got 4 million views
- I want to explain an important communication difference of twitter
- Twitter is much more of a platform for networking and openly communicating
- Tweets are public, blogs are public. Information of all kinds is easier to access now. don’t worry about industry secrets, b/c the knowledge is probably already out there. Connections are becoming more and more public. twitter makes connections very public, linkedin allows people to see a lot of other connections. Facebook allows people to see other connections. Big media channels are less important today. There are now a lot of little media channels.
- You can hide from this. You don’t have to use any of these tools.
- You should at least get here.
- The important business implications for this are that you now have a platform
- Their blog has 100,000 daily readers37 signals launched a new software product on it’s blog called backpack. Within 24 hours, 10,000 people had signed up, adding over $3 million in annual revenue.
- Twitter can make you famous and that isn’t always good
- You aren’t the only one that has a platform and that can make things pretty noisy.
- Branding has always been important, but it’s even more important now. Because of the noise, you have to really think about your brand to connect with your audience. Don’t rely on “right place, right time” marketing” > All of your competitors are a google search away. Who are you? What do you do? Why does it matter? Is your brand believable? Is your brand worth talking about? Your brand is not what you say it is, it is what your target audience says it is.
- People like other people. It is much easier to develop a connection with a person than a company. Hence, celebrity & athletic endorsements. With social media, you are the celebrity. People in your company are the celebrities. Everyone you connect with defines your personal brand in a small way. Everything you say defines your personal brand.
- A social graph maps the way we socialize with each other. This is a social graph of how members of congress interact with each other on twitter. The colors represent the part affiliation The author has their colors backwards so the blue are republicans are in blue and the democrats are in red. The lines represent connections too and from each member. This means weather they follow each other on twitter. The social graph is really nothing new and we can make a social graph of your friends, co-workers, peers etc via phone calls or regular conversations. What is new, is that this social graph is becoming more and more public. On both facebook and linkedin if I’m connected to you, I can also see your connections, as a default feature. On twitter, not only can I see who your connections are, I can also see much of your conversations AND communicate directly with you connections. If I’m really sophisticated I can analyze who you communicate with most.
- what content can you share with people? is it interesting?who would be interested in reading?
- This is called micro celebrity
- These don’t have to be things on a celebrity level.
- what content can you share with people? is it interesting?who would be interested in reading?