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The Next Frontier. Digital Media going forward. Brian Sheehan. Syracuse Los Angeles Sydney Tokyo Hong Kong New York City. I Love Brasil !. Caveat. The next frontier-The short version. Digital Integrated Social Mobile Experiential. Digital Basics.
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The Next Frontier Digital Media going forward
Brian Sheehan Syracuse Los Angeles Sydney Tokyo Hong Kong New York City
The next frontier-The short version • Digital • Integrated • Social • Mobile • Experiential
Lesson • You don’t need huge budgets to make a huge impact, only big ideas.
Small Goes Big! • The Best job in the world
Secondary lesson • Traditional Media, the Digital Media and Public Relations can be seamlessly intertwined • Is your company integrating them seamlessly?
Key Lesson • All digital media is social, not just Facebook, Orkut or Twitter. • All Digital media is made for sharing
Key Implications • “Engage” in Conversations • “Manage” News • “Spread” Advertising
Where are your communities? • Social networks? • Blogs? • Where on YouTube? • Social events? • Stores?
Fish where the fish are • Where are people talking about you: good and bad? • What is the best way to get involved in the conversation?
Lesson • Content creation and social media are symbiotic.
Key Lesson • Sharing happens best when you have spent time to identify groups that care about your message and you give them a meaningful benefit. • Or, let a small group recruit a bigger group!
Workshop • Who are the most important groups you need to reach (internally/Externally)? • Where do they congregate on the web? • How can you get them to take ownership and start sharing your messages with each other?
DMA Social Media Summit • IBM, Xerox, HP, Intel, etc. • “Better not to do it than get it wrong” • “Start small (really small), get it right then do a second thing, etc.
Does your company have… • An employee blogging policy? • A training program that covers this issue? • Regular reminders?
The Facts • 84% of a company’s value is based on reputation • 79% of clicks go to the top three results • 99% do not go to the next page • 64% believe whatever they read in search