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The topic of discussion is consistently including new media - but how new is new? Some thoughts on what we should be looking at and thinking about....
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www.apparent.com.au | content in the context of the audience
New Media Where are we and where are we going?
Areas we’ll cover
Ø Content
Ø Data
Ø Customer centricity
Ø Channel fragmentation
Ø Message delivery
Ø Privacy implications
Ø Staying on top of everything…..
5 things to ponder….
purpose.
What is new media?
Launched - February 2004
Created - February 2005
Launched - June 2011
Launched – May 2003
Launched – September 2011
First tweet – July 15, 2006
Those not so fortunate….
AC Nielsen “reveals 73% of internet-connected Australians
are using some sort of social networking site, and many do
so to communicate with their friends about their opinions
on certain brands.”
We measure social media in old media
terms - reach and frequency – the focus
is on likes, re-tweets, followers, and
recommendations. We need to define
success not by social media volume, but
rather by customer value and
engagement….
The importance is focusing on the customer and not the channel…. it starts with, and ends with, the audience.
Behaviour is T- shaped – broad, shallow with some depth…..
Audience, channel and content integration
Generates brand equity within platforms and drives word-of-mouth within community – assisting
growth of community
Brand equity and word of mouth within community
Members of community become engaged customers
Awareness & sales
Content Idea that has value for community
Content idea
Choose the relevant platforms
deliver idea
YouTube
Google+
Blog
Consider a range of relevant platforms
to share idea
YouTube
Blog
But there’s something happening…..
Fatigue
The result? Every channel fails
Fearing the audience “switch-off”
The future is in the data
What day now includes what time..
http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay
Distribution of half-lifes over four different referrer types. Facebook, twitter and direct link (links shared via email, instant messengers etc.) half lifes follow a strikingly similar distribution.
Implications of proposed new privacy legislation
• New bill includes a prohibition on direct and digital marketing that will restrict the way businesses can
communicate with their customers through both traditional marketing channels as well as digital
channels such as online and social media.
• Also will require opt‐outs to be included in marketing and advertising messages
• “Imagine a world where twitter messages include an opt‐out?”
• Interestingly, the review of the privacy act started six years ago at a time when Facebook and Twitter
didn’t even exist….
• Could have significant impact on marketers and the direct to customer marketing activities.
So, what’s next?
2. Digital Omnivores
3. Gesture controlled devices
4. Mobile….
Mobile growth…
Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/
…goes on…
Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/
…and on…
Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/
…and on…
Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/
5. Audience identification
Interest graphs
http://gigaom.com/cloud/the-personalized-web-is-just-an-interest-graph-away/
Social graph & Interest graph
http://www.digitaleyemedia.com/blog/social-graph-enhanced-by-interest-graph.html
How to keep up
Content “snacking” – where are your sources?
Thanks
[email protected] twitter.com/phillipsmith twitter.com/weareapparent facebook.com/weareapparent
