Published on May 16, 2008
Marketing your brand in today’s digital world Matt Dickman//Fleishman-Hillard//MPA//May 2008
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 (http://darmano.typepad.com
60,000 source: YouTube.com
75,000 (close to one every second) source: Technorati.com
1,200,000 (50,000 per hour) source: Technorati.com
240,000 (close to three every second) source: Technorati.com
75,000,000 (and counting) source: Techcrunch.com
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.
Widgets are portable, brand gateways.
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.
Paul McEnany | http://heehawmarketing.typepad.com
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.
Mainstream media catches up.
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 firstname.lastname@example.org http://technomarketer.typepad.com
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