Marketing your brand in today's digital world

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Information about Marketing your brand in today's digital world

Published on May 16, 2008

Author: mattanium



Presented to the Magazine Publisher's Association Independent Publishers Conference in Chicago, IL on May 16, 2008

Marketing your brand in today’s digital world Matt Dickman//Fleishman-Hillard//MPA//May 2008


About me.

What do you want to takeaway today?

If you don’t like change, you’re going to like irrelevance even less. General Eric Shineski, Retired Chief of Staff, U.S. Army

Put strategy first.

“The best idea is boss.” -CP+B

Start with goals in mind.

And a solid foundation.

Social media Search Mobile marketing Email marketing Advertising Publishing 1.0 - Quality web site with robust CMS

The world has changed.

Old model was pushing messages out to 1,000,000 to touch 100.

New model is reaching 100 who reaches 1,000 who reaches 100,000.

1.0 to 2.0

The influencers changed.

Created by David Armano (

60,000 source:

75,000 (close to one every second) source:

1,200,000 (50,000 per hour) source:

240,000 (close to three every second) source:

75,000,000 (and counting) source:

The roadmap changed.

The language changed.

<html> <head> <title>The web changed things.</title> </head> <body> Hello World! </body> </html>

The pace changed.

Choice is growing exponentially.

The niche publisher’s sweet spot.

Publishers are at a crossroads.

How do you stop pushing out content and start having conversations?

How do you stop shouting?

Traditional digital is running rampant.

Sometimes that works.

It just doesn’t work in a vacuum.

Or a silo.

In digital, experiences rule.

Storytelling is a must.

Creating and enabling fans.


Right message, right time, right person.

Location agnostic.


Widgets are portable, brand gateways.

Time agnostic.

We have to adapt.

End of interruption.

Social media will be the standard.

It’s all personal.

The “me” economy.

15 megabytes is the new 15 minutes.

Reader buzz can be great.

Or really bad.

Hurricane Kohls.

Paul McEnany |

Wal-Mart flog.

Either way, it spreads quickly.

They don’t call it viral for nothing.

We have to keep our eyes open.

And look below the surface.


Minneapolis bridge collapse.

Bridge collapses - 6:00pm

I hear about it on Twitter a little after 6pm.

The story unfolds.

29 minutes

45 minutes

45 minutes

49 minutes

Mainstream media catches up.

1 hour

Some alert friends.

1 hour 42 minutes

Some ask questions.

3 hours 8 minutes

Some reflect back.

People upload images.

Distributed through widgets.

And through mashups.

There are new worlds to explore.

Adding value should ALWAYS be the goal.

Thank you! Matt Dickman

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