Digital Media Best Practices for UW Foster School of Business by howvideos666

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									Tech Trek Boot Camp - UW Foster School of Business
        Digital Media Best Practices 11.6.12
     HOLLY BROWN
Publisher, Foodie, Web TV Host
 THEB ROWNLOUNGE.COM
WHAT IS THEBROWNL OUNGE. COM

   Lifestyle Channel, Website, Foodie TV, and Social
Platform designed to inspire your inner foodie! Content
   and programming features guest chefs, inspiring
 foodies, recipes, blog, events, party ideas, photos, and
             tips for successful entertaining.

  The BrownLounge.com is where food, wine and friends meet!
HOW     DID   I   GET HERE?


• Advertising                     •   Ogilvy and Mather
• Software/Technology Marketing   •   Avenue A Razorfish
• Digital/Social Media Leader     •   MRM McCann
• Consumer Brands Targeting       •   Visio Corporation
  Women                           •   Microsoft
• Start-ups and Big Brands        •   Disney Destinations
• Client Side and Agency Side     •   Weight Watcher’s Intl.
• Entrepreneur Following my       •   Ben & Jerry’s
  Passion                         •   TheBrownLounge.com
WHY    WE’RE HERE

21st Century marketing is driven by technology platforms and
a peer to peer networked world where:
   • People make decisions using communities of interest and influence
     (people, places and content aligned to their interests, needs and
     passions).
   • They are networks of content creators and content consumers.
   • You are one and your product or brand is one too!
WEB 3.0




                `




                    `



     Places   Content   People
MARKETING E VOLUTION




      Web 1.0    Web 2.0   Web 3.0
       Shout     Search     Share
MARKETER’S CHALLENGE




      Shout      Search    Share
       Ads        KWs     Content
 OLD MEDIA                           NEW MEDIA

• Controlled targeting &            • Users repackage and redistribute
  broadcast messages                  content
• Publish web pages &               • Users talk back – often start the
  download case studies               conversation
• Marketing is about efficient      • Marketing is about content and
  reach                               relevance
• Content is rooted in places you   • Marketing is about efficient reach
  own and control                   • Content is rooted in places you own
• Fewer KPIs to track and             and control
  monitor
                                    • Measurement is about real time
• Long planning cycles                optimization
                                    • Just in time marketing
WHAT IS CONTENT?

•   Videos         • Banner Ads
•   Blog           • Pre-Roll
•   Social Posts   • Integrated Sponsorship
•   E-Mail         • Apps
•   Photos         • Campaigns, Contests and
•   Events           Promotion
                   • Keywords
                   • Comments
 REAL CHALLENGES

 Scale vs Relevancy

 Reach vs Engagement

 Organization, Integration, Communications, and Workflow

 Automation vs Conversation

 Creative vs Technology

 Measurement
THE D IGITAL MEDIA BATTLEGROUND
    LESSONS       FROM THE LOUNGE

•   It’s hard!
•   Your website is a content database
•   Social platforms are great for sharing content, promos, awareness and customer
    response
•   But, your website is still your central content repository and provides content
    organizing principles
•   Don’t count on something going viral
•   It takes time and testing to figure out what works
•   Speed, agility, and testing are more important than ever
•   If you don’t know who you are, your customers won’t be able to figure it out
    either!
LESSONS       FROM THE LOUNGE


• Content gains velocity fast, but loses velocity faster, you’re only as
  good as your last post!
• Each social platform offers a different value to you, to your brand,
  and to your audience – use them accordingly
• You can only control the time and place of paid media, to drive reach
  and frequency through social (repost top content, pay attn. to what
  people respond to and when, respond when you get a comment)
• Planning, workflow, rules of engagement need structure with
  flexibility – it takes a village.
• Plan for your plan to change - this is the real time web
LESSONS      FROM THE LOUNGE

• Discover and clone your voice
• Don't delay your customers’ gratification
• Use FB engagement metrics to test messages, then scale with paid
  ads and sponsored stories to drive incremental reach
• Use it or lose it – become a YouTube star
• Video is the new platform for search and storytelling
• Find and nurture complementary partners and influencers
• Think like a network, act like a value provider
• Mix up posts about you with posts about your partners and fans
• Capitalize on what's trending to be contextually relevant
Q&A
Contact Holly Brown holly@thebrownlounge.com

								
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