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This presentation make not make an enormous amount of sense without me standing around and talking about it. I don't think the slides standalone terribly well.
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Joining the
ConversationDeane Barker
Blend Interactive
Blend Interactive
Full-service Web strategy, design, and
development firm
Based in Sioux Falls
13 employees
blendinteractive.com
Part 1: The New Rules
Part 2: One Way to Play
The New Rules
The Two Big Questions
Media has changed
The direction of flow has
changed.
Blogosphere?
Social Media
Consumers have
become publishers,
either explicitly or ad hoc
Less monologue, more
dialogue
Conversation
“Markets are
conversations.”
Marketing didn’t change.
It changed back.
How do you get inside
the conversation?
Problem #1
Advertising has
traditionally been
stratified.
Stratification makes it
easier to tune
advertising out.
You have to find a value-
add.
You have to find a way
to engage the consumer.
You have to give them a
reason to care about
your message.
Engagement is the new
media buy
How do you engage
deep enough to avoid
stratification?
Problem #2
One Way to Play
Join the Conversation
How do you get people
talking about your
product?
YOU have to start
talking about your
product.
Content is King
Content is Currency
Attention Economics
“In this age we are surrounded by stimuli,
messages in our environment clamoring
for a little piece of our awareness. [...] In
our new digital world we’ve finally started
to run out of one of our most precious
resources: Our own attention.”
— New Liberal Arts
Start a Blog
Pick a Topic
Have a Voice
Not Too Formal
Not Too Promotional
Be Human
A failed blog is worse
than no blog.
Find related blogs and
comment on them.
Practical Matters
Brand your blog differently than your
“main” Web presence
Promote an actual human
Practical Matters
Provide clear, simple URLs for people to
link to.
Can you yell your way
into the conversation?
ROI?