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Presentation on micromedia to the Cleveland Web Association at its State of the Web 2008 event. (This is the shortened version meant to last 15-20 minutes.)
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MicromediaThe next big, small thing
Matt DickmanDirector of Digital Marketing, Fleishman-Hillard
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On with the show
We live in a world of macromedia
Macromedia = Frenetic, generic content
Delivered how they want
So, what is micromedia?
AKA micro-blogging
No, not that kind of micromedia
We have to look hard
We have to look below the surface
is twittering: tiny phone keyboard = typos.
Personal
User generated
Nearly instant/real-time
Super connected
Short (140 chars, 30 second video,
photos, 10 second audio)
Example
Minnesota bridge collapse
Bridge collapses - 6:00pm
29 minutes
45 minutes
45 minutes
49 minutes
Mainstream media finally catches up
Some alert friends
1 hour 42 minutes
Some ask questions
3 hours 8 minutes
Some reflect back
People upload pics from the field
Multi-platform
Multi-format
Text, audio, video, photography
Mobile is key
US mobile content consumption (1000s)
Source: M:Metrics 2006
US mobile content consumption (1000s)
Source: M:Metrics 2006
US mobile content consumption (1000s)
Source: M:Metrics 2006
US mobile content consumption (1000s)
Source: M:Metrics 2006
US mobile content consumption (1000s)
Source: M:Metrics 2006
US mobile content consumption (1000s)
Source: M:Metrics 2006
Camera phone impact% Penetration
Source: M:Metrics 2006
Camera phone impact% Penetration
Source: M:Metrics 2006
Open platforms
Embed anywhere
Opportunities for marketers abound
Listen
Research
Broadcast
Promote
Respond
Conversations
Better late than never
Thank you.
Presentation will be available for download at http://technomarketer.typepad.com
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