what happened to media? building a 2.0 conversation strategy in 5 steps
DESCRIPTION
Presentation covering the basics of new media and how these affects your brand. It provides an strategic approach to conversations on the net.TRANSCRIPT
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
