digital media best practices for uw foster school of business

Tech Trek Boot Camp - UW Foster School of Business

Digital Media Best Practices 11.6.12

HOLLY BROWNPublisher, Foodie, Web TV Host

THEBROWNLOUNGE.COM

W H AT I S T H E B R O W N L O U N G E . C O M

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!

H O W D I D I G E T H E R E ?

• Advertising• Software/Technology

Marketing• Digital/Social Media Leader• Consumer Brands Targeting

Women• Start-ups and Big Brands• Client Side and Agency Side• Entrepreneur Following my

Passion

• Ogilvy and Mather• Avenue A Razorfish• MRM McCann• Visio Corporation• Microsoft• Disney Destinations• Weight Watcher’s Intl.• Ben & Jerry’s• TheBrownLounge.com

W H Y W E ’ R E H E R E

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!

W E B 3 . 0

``

Places Content People

M A R K E T I N G E V O LU T I O N

Web 1.0

Shout

Web 2.0

Search

Web 3.0

Share

M A R K E T E R’ S C H A L L E N G E

Shout Ads

Search KWs

Share Conte

nt

O L D M E D I A N E W M E D I A

• Controlled targeting & broadcast messages

• Publish web pages & download case studies

• Marketing is about efficient reach• Content is rooted in places you

own and control• Fewer KPIs to track and monitor• Long planning cycles

• Users repackage and redistribute content

• Users talk back – often start the conversation

• Marketing is about content and relevance

• Marketing is about efficient reach• Content is rooted in places you own

and control• Measurement is about real time

optimization• Just in time marketing

W H AT I S C O N T E N T ?

• Videos• Blog• Social Posts• E-Mail• Photos• Events

• Banner Ads• Pre-Roll• Integrated Sponsorship • Apps• Campaigns, Contests and

Promotion• Keywords• Comments

R E A L C H A L L E N G E S

Scale vs Relevancy

Reach vs Engagement

Organization, Integration, Communications, and Workflow

Automation vs Conversation

Creative vs Technology

Measurement

T H E D I G I TA L M E D I A B AT T L E G R O U N D

L E S S O N S F R O M T H E L O U N G E

• 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!

L E S S O N S F R O M T H E L O U N G E

• 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

L E S S O N S F R O M T H E L O U N G E

• 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