Get Cooking with “The New Media”

Prepared by Chef Rick Doran

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Tamari This soybean product is very similar in flavor to soy

sauce, but it is subtler and a little bit thicker.

Cream of Tartar After wine is made, the acid left in wine barrels is processed into cream of tartar. Cream of tartar is added to egg whites in beginning beating stages

for more stability and volume. Also contributes to creamier frostings and candy.  

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Phyllo (Filo) Paper-thin pastry sheets whose name comes from the Greek word for "leaf." It's the pastry

used for many Greek and Middle Eastern main dishes and sweets.

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Let’s take a look at the ingredients of

“The New Media”

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1 cup “Media and Communication Trends”

½ cup “Search Marketing”

2 tsp “Social Networks”

1 cup “E-Mail Marketing”

1 tsp “Mobile Marketing”

Dash “Other New Media

1 can “Combining Traditional Media with New Media”

Combine all the ingredients with a great plan and learn how to survive in today’s volatile economy!

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A fortress protects you and makes you feel safe.  A strongly held belief is a fortress. It protects your view of reality. You

defend your fortress when you feel it’s under attack. But is every strongly held belief true? The sincerity of the believer does not determine the truth of the belief. Don’t panic, I’m not attacking your fortresses. I have no idea what you believe but I do know you have 4 categories of beliefs:1. Beliefs about GodIs he there or not? Does he care or not? Has he spoken to us or not? Is the future written or do you have free will? You have a belief. 2. Beliefs about SelfAre you essentially good or basically bad? Are you broken or whole? Do you matter? You have a belief.3. Beliefs about OthersDo others give to you or take from you? Can they be trusted? What do you mean to them? You have a belief.

A Fortress of Beliefs

4. Beliefs about CircumstancesDo you shape your circumstances or do they shape you? Will they get better or grow worse? What do you really deserve? You have a belief.

Is there a chance that one of your beliefs is wrong and your fortress has become a prison?

I’m not a motivational speaker. I’m a business consultant. Stay with me.

Frances Frei of Harvard Business School says you cannot change a person’s behavior until you change their beliefs. I agree with her.

Feelings are the products of actions. Actions are the products of beliefs.

I teach how to change the behavior of customers by changing what customers believe.  But in each instance, the first change of belief must happen in the heart of the business

owner.

Are you up for it?

Roy H. Williams

A Fortress of Beliefs

Ad spending declined in 2009 at 4%Modest growth in 2010 of 2%Traditional media will decline through

2010New Media will experience double-

digit growth through 2010 – Online, Mobile, Videogame, Cinema ads and product placement.

Trends

Source: The Nielsen Company

Ad Sales : 2009 - 2010

Source: Jack Myers Ad Sales Forecasts

2009 2010Media Share Growth Share GrowthNewspapers 14.7 -15% 13.2 -8%Broadcast Network TV 7.9 -4% 7.6 -2%Cable Network TV 8.5 3% 8.7 5%Broadcast Syndicated 1.4 0% 1.4 2%Local and National Spot TV 10.6 -10% 10.1 -3%Local/Regional Cable TV 2.8 -4% 2.8 2%Product Placement 4.9 15% 5.8 20%Videogame Advertising 0.7 45% 1 50%Cinema Advertising 0.4 8% 0.4 8%Terrestrial Radio 7.9 -10% 7.3 -6%Satellite Radio 0.2 20% 0.2 25%Consumer Magazines 4.9 -13% 4.7 -4%B to B Magazines 3.6 -9% 3.6 2%Custom Publishing 9.7 -2% 10.1 7%Online 12.4 14% 14 16%Out-of Home 3.3 2% 3.3 2%Mobile 0.6 40% 0.8 60%Yellow Pages 5.5 -12% 5 -6%Total 100 -4% 100 2%

Why the Shift?

Search Engine Marketing – The practice of employing search engines to help increase website traffic and sell products and services

Organic Search – results based on relevance to a search term or keyword

Paid Search – Ad listing served by keyword relevance

Search Marketing

Community based websites where:

Users post biographical profiles, photos, video, artwork, games and much more

Blog in personal journalsIM and e-mailInvite friends to link to their pagesAdvertise in classifieds and more

Social Networks

Social Networks

80% of affluent consumers use social media ($100,000 income plus average age 45.9 years)

Shop –on line 4 or more hours per week

For the new demographic of younger people – If it’s not on the Internet - It doesn’t exist

Social Networks

ImmediateIntimateAccurateLow CostFocused Audience

E-Mail Marketing

Must be permission-basedBe correctly timed to invite users’

responseBe linked to website or landing pageOffer “forwarding” linksBe “rich” for better click-throughBe creatively comp0sed

E-Mail Marketing

Mobile MarketingWireless content; on-

demand delivery when and where the user says- or not at all

Cost-effective message customization

Highly interactiveIn 2010, over 95% of the US

population will use mobile

SMS (Short Message Marketing) Delivery of text-only messages typically no longer than 160 characters

MMS (Multimedia Messaging Services) Delivery of messages containing text plus multimedia objects

LBS (Location Based Services) Provides relevant content to user groups in a specific place

ALI (Automatic Location Information) Allows for exact pinpointing of cell phone location; combines with LBS to make content more relevant

Mobile Marketing

Reebook’s “Run Easy” Campaign –Texted their favorite place to run – posted on runeasy.com

Website would have offers

Runners could sign up for text messages about special events or offers

Mobile Marketing

It’s hip and hotIt’s cheap, credible and authentic

Dictated by users, not marketers

Not targetedYou Tube

Viral Video

Viral Video

Blogs- online journals expressing individual views and commentary

Webcasting – Video/Audio presentation that occur in real time.

Podcasting – Personally programmable audio media –Add video and it’s Vodcasting

Other

Internet combined with traditional media boosts recall for the traditional media ads – and vice versa!

Advertising works first on a subconscious, emotional level, then on a rational level

Combining Media

Attracting Customers

Media Channels

Traffic

Web

Combining Media

Vote On-LineFacebook SitesBlogsViral Videos

Combining Video

To beat your opponent in a Game of Chess you need to plan every move

To beat your opponent in winning today’s consumer you need to plan every move

The Plan

The Plan

Test

ExecuteMonitor

Analytics E-mail Response and E-Mail

Sign-ups Phone Calls Coupon Redemptions Purchases On-Line

The Plan

Learn as much as you can Think about how to use New

Media for your business Find partners who can help you

learn the ropes and execute campaigns

Mentor employees so digital becomes second nature to them

New Media

Allow advertisers to talk with

customers, not just to customers

New Media

Businesses will live or die by the experience they offer

customers…. at every touch point including

the use of the “New Media”

ROE = Return on Experience

New Media

The Nielsen CompanyJack Myers Ad Sales Forecasts

Second WindMarketresearch.com

Sources