Micromedia

Matt DickmanVP, Digital Marketing, Fleishman-Hillard

@mattdickman

WARNING: Consult your doctor before going beyond this point

Is your attention span shrinking by the minute?

Do you find yourself signing up for new web services before you figure out how to use the old

ones?

Do you laugh in the face of people who think Facebook is

“new marketing”?

Do you feel completely normal when talking to colleagues about things

like Twitter, Plurk, Jaiku and Pownce?

If so, you may suffer from BSOS*?

*BSOS from David Armano | Logic + Emotion

Bright Shiny Object Syndrome

We’re here to help

So, what is micromedia?

AKA micro-blogging

We have to look below the surface

Short (140 chars, 30 second video,

photos, 10 second audio)

Personal

Real-time

Content

Conversational

It’s not about shouting

New marketing formula

It’s not about spamming (email, TV,

radio, newspaper) 1,000,000 to reach 100 anymore.

It’s about connecting with 10 people who reach 100 who reach

1,000.

Multi-format

Text, audio, video, photography

Mobile is key

US mobile content consumption (1000s)

Source: M:Metrics 2006

Camera phone impact% Penetration

Source: M:Metrics 2006

My personal example

Minnesota bridge collapse

Bridge collapses - 6:00pm

I hear about it on Twitter a little after 6pm

Mainstream media finally catches up

Some alert friends

Some ask questions

Some reflect back

People upload video and images from the scene

Open platforms

APIs are crucial

Embed anywhere

Opportunities for marketers abound, but...

Listen

Find your audience

They could be anywhere

Research and listen

Have conversations

Micromedia = small brand interactions

Powerful customer service tool

Awareness

Promotion

Broadcasting

Commerce

Thank you

Matt Dickmanhttp://www.technomarketer.net