What happened to media?Build a 2.0 Conversation Strategy in 5 steps

by

Oriol Pascual

Traditional mediaNewspapers, TV, radio, mags

Complex production that few can access

Traditional media

Unidirectional; Monologue

Costly to produce & distribute

Narrow content options - top hits only

Why?

Constrained by physics!

New mediaBlogs, podcasting, social networks

New Media

Bi Multidirectional; Conversation

Affordable to produce & distribute

It’s everywhere: home, work, mobile, ipod, media center

It’s about niche content

The Long Tailnever reaches zero

Be the most popular...on your niche!

Value of 2.0 Conversations

• Help to build brand & reputation

• High control over the message

• Lead to long-lasting relations

• Further reach than anticipated

Conversations about your brand will happen anyway

If you’re not active on those, someone else will

2.0 Conversation strategyin 5 steps

Listen...and interactin conversations around your brand

How to listen?

Egosurfing; search for your brand on the net

Get notifications: google.com/alerts

Plug into social networks

Build your platformto host conversations

What fits you best?

Website & blog

Micro-blogging: Twitter

Podcasting: audio & video

Social networks: Flickr, Facebook, LinkedIn

Focus on contentwhat’s your mix?

Content mix

Identify your niche area

Best format: text, audio, video, photo

Make it remarkable to your niche!

Update frequently, and remember...

Aggregation + Seeding =

engaged audience

Build a communityaround your brand

Engagement Strategy

Engagement

Time

aggregateexisting content

seed with ownproduction

audience-generatedcontent

Measuring performancehow good are you doing?

Set goals and benchmark

Subscriptions, interactions, comments, downloads

Press notes

Product sales

Contracts

Think of the Long Tail!

Free Bonus!

Monetizationcan you really make money with it?

It’s about the content...

Quality content may be interesting for larger publishers (re-distribution, contributions)

...and/or about the audience

Relatively high reach amongst your niche audience may be interesting for marketers and brands (sponsoring)

Summarizing- that’s what you take back home -

Summarizing

There’s potential for building engaged audiences & reach new prospect ones

Conversations are happening anyway, take part of them

You can manage today the conversations around your brand!

Flickr credits

Gak

B_d_solis

John Ong

Eye2eye

Orange_Beard

Suwaif

Gruntzooki

Cambiodefractal

Darren Herster

Paul Watson

oriol.pascual@gmail.com