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Presentation for Fresh City Life's Marketing Bootcamp, part of Create Denver Week
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Emerging MediaMarketing 101Deb RobisonFresh City Life Marketing Bootcamp
1. What are we talking about?Emerging Media
Where do I start?
How do I keep up with all this?
Tools
Connecting online & offline worlds
Rules of the Road
Community
What is Emerging Media?
It’s like that Supreme Court Justice’s opinion. “I can’t define it…,I know it when I see it.”
Lay of the Land
Where do I start?Start with you.
What do you love doing?
In your free time?
In your work time?
Find communities around what you enjoy doing.
Think about what your approach is to work & communication.
Use tools to search for your communities.
Examples of online communities.
How do I keep up?Set goals for what you want to learn each
week.
Spend time every day learning.
Spend time every day applying.
Have members of your team train others.
Listen to podcasts.
Check the resource list at the end of this presentation.
Rules of the Road Authenticity
Grassroots start created value for “real” People want to hear a voice Communication is conversational, not canned What you ate for lunch does matter ;)
Transparency Don’t think “cling wrap” Community members want to know who is talking Openly communicate & solve problems You don’t have to show everything
Rules of the Road Reciprocity
Trading comments Following back Forwarding information on by sharing
User-Generated Content Has greater value often-times than corporate Has authenticity & transparency built in Has altered expectations for the online economy
Rules of the Road Giving Credit
Always credit others’ content Link to other sites in blog posts Create a blogroll
Listening Taking time to follow and observe Evaluate communication over a period of time Use tools for listening & monitoring
2. Online campaigns & communities
The landscape changes daily There is no campaign template Once you’ve done your homework,
you can execute, monitor & adjust your plan
Give users the opportunity to post their own content Provide customer service It’s all about the conversation!
Where’s my iPhone?
Let me introduce Dave RimingtonTwitter
Flickr
Facebook (private)
YouTube
Google Profile
BrightKite
Dave’s Google Profile
Dave’s YouTube Channel
Tweet driving traffic
Dave on brightkite
Dave’s Twitter numbers
The Ecology of an online community
3. Case StudyHow did you get your start?
What were your numbers the first year?
When was the turning point?
What made you start using social networks?
What social networks did you try?
Which social network is best for FCL?
What has been most successful on that network?
Trend: Geo-Location Apps
Resources Learning
Social Media DIY Workshop
Common Craft
Mashable’s How-to
Productivity
Measurement: Google Alerts, Google Analytics, Aleterian SM2, Social Mention, Scout Labs,
Record Everything: Evernote
CRM: Gist, Batchblue
Project Management: Basecamp, Curio, 5pm
Financial Management: Freshbooks, Shoeboxed, Outright
