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TRANSCRIPT
The New Media: Pods,Blogs, and More
Presented by:Peter L. Mosca, President
BAK CommunicationsHowell, NJ
March 31, 2008
Media Convergence:Media Convergence:The New Media:The New Media:
Pods, Blogs & MorePods, Blogs & More
Monday, March 311:30 – 2-30 p.m.
Content Will AlwaysContent Will AlwaysBe King!Be King!
Sears Corp.Sears Corp. ---- Richard SearsRichard Sears Company built on his understanding of ContentCompany built on his understanding of Content Copywriting GeniusCopywriting Genius
Solve Client ProblemSolve Client Problem ---- Get A ResultGet A ResultProblem: Customers faced limited choice/high pricesProblem: Customers faced limited choice/high pricesContent: Sears CatalogContent: Sears Catalog ---- wider choice/lower priceswider choice/lower pricesResult: Mail Order Plant Opens (1906) / Direct SalesResult: Mail Order Plant Opens (1906) / Direct Sales
Content is KingContent is King
Get ready for the Revolution (Get ready for the Revolution (transform humanity)transform humanity)
•• 2.7 billion Google searches monthly2.7 billion Google searches monthly•• Daily text messages exceed world populationDaily text messages exceed world population•• 540,000 words; 5X more than Shakespeare540,000 words; 5X more than Shakespeare•• 3,000 books printed3,000 books printed…… dailydaily
Content is MoreContent is MoreThan WordsThan Words ––
The Impact of New MediaThe Impact of New Media
The Presidential DebatesThe Presidential Debates YouTubeYouTube Q&AsQ&As Facebook.comFacebook.com Major SponsorMajor Sponsor Diane Sawyer Asks Blog PosterDiane Sawyer Asks Blog Poster
What is Media Relations in aWhat is Media Relations in aMedia Convergent World?Media Convergent World?
SuccessSuccess
SS
“Made to Stick: Why Some Ideas Survive and Others Die”Chip & Dan Heath
implification
UUnexpected
CCCC
EESSSS
oncrete
redentialedmotional
toryimplification
Spending on social media and “conversationalmarketing”- albeit still in their nascent stage -will surpasstraditional marketing spent by 2012
*TWI Surveys, Inc.
70 percent of respondents are spending 2.5% or lessof their communications budgets on conversationalmarketing
Some 81 percent of survey respondents said they willspend at least as much on conversational marketing astraditional marketing by 2012.
KEEPER 1KEEPER 1It Is Not Too LateIt Is Not Too Late
to get intoto get intothe Onlinethe Online
MediaMediaGameGame
Pivotal shiftPivotal shift ---- communicationscommunicationsLinking, sharing andLinking, sharing and CollaborationCollaboration..
The Web is a Network.The Web is a Network.A Network is about Links.A Network is about Links.Links connect people to content andLinks connect people to content and
content tocontent to CollaborativeCollaborative mass.mass.
The Essence of the WebThe Essence of the Web
RESULT: Brand CreationRESULT: Brand Creation
Brand creation and productivityBrand creation and productivityare driven byare driven by CollaborationCollaboration..
Did one person invent Language?Did one person invent Language?
Did one person invent Computers?Did one person invent Computers?
Did one person invent The Internet?Did one person invent The Internet?
Wisdom of the CrowdsWisdom of the CrowdsJames Surowiecki,James Surowiecki,
““It has becomeIt has becomeabundantly clear thatabundantly clear thatour technology hasour technology has
surpassed oursurpassed ourhumanityhumanity””
Traditional MediaTraditional Media –– ImpressionsImpressions
Convergent MediaConvergent Media ---- EngagementEngagement
Impressions are one thing;Impressions are one thing;Engagement is the StoryEngagement is the Story…… and the Solutionand the Solution
The consumer as creatorThe consumer as creatorMost Effective: See it, Hear it, Read itMost Effective: See it, Hear it, Read it
KEEPER 2KEEPER 2Consumers Prefer ExperiencesConsumers Prefer Experiences
6 Drivers for Total Credibility Online6 Drivers for Total Credibility Online
1. Trust1. TrustDo not try to be everything to everyoneDo not try to be everything to everyone
2. Authenticity2. Authenticity““Are you who I think you are, who you say you areAre you who I think you are, who you say you areand how does my experience align with thatand how does my experience align with that””
3. Transparency3. TransparencyLet the world play with your Mission StatementLet the world play with your Mission Statement
6 Drivers for Total Credibility Online6 Drivers for Total Credibility Online
4. Responsiveness4. ResponsivenessItIt’’s not whether you should be usings not whether you should be using
UGC but what kind of UGC should you useUGC but what kind of UGC should you use
5. Affirmation5. AffirmationKnow who you are, what you stand forKnow who you are, what you stand for
6. Listening6. Listening““SShow me anyone who says with certaintyhow me anyone who says with certainty that theythat they
know the results of their actions, and you are showing me a foolknow the results of their actions, and you are showing me a fool..The world is simply too complex for such predictionsThe world is simply too complex for such predictions””
iPodiPodaudio video / $100audio video / $100 rebate / iPhonerebate / iPhone
HPHPcolors and sizes / batteries / multiple platformscolors and sizes / batteries / multiple platforms
GoogleGooglesearch engine, Vlog haven, Gphonesearch engine, Vlog haven, Gphone
Success StoriesSuccess Stories
Should You Blog?Should You Blog?
Do you have a message?Do you have a message?
Are you a communicator?Are you a communicator? (written or oral=(written or oral=podcastpodcast))
Are you comfortable as center of attention?Are you comfortable as center of attention?
Do you have the time to writeDo you have the time to write…… daily?daily?
Are you a disciplined, selfAre you a disciplined, self--starter?starter?
Do you like writing?Do you like writing?
Are you techieAre you techie--literate?literate?
Should You Blog?Should You Blog? –– Part 2Part 2
Are you Social?Are you Social? (past & present)(past & present)
Are you creative?Are you creative?
Do youDo you ‘‘cut and run?cut and run?’’
Are you a reader?Are you a reader?
Are you honest in your personalAre you honest in your personaland professional lives?and professional lives?
Do you possess humility, sense of humor?Do you possess humility, sense of humor?
Elements of PodcastingElements of Podcasting
1. Video footage1. Video footage2. Sound and Audio2. Sound and Audio3. Music and Sound Effects3. Music and Sound Effects4. Voiceovers and commentaries4. Voiceovers and commentaries5. Images or Graphics5. Images or Graphics6. Website Links (URLS)6. Website Links (URLS)7. Embedded files such as .7. Embedded files such as .pdfpdf .jpg .doc.jpg .doc
Various ContentVarious Content
Tap the Untapped Virtual WorldTap the Untapped Virtual World
Broadcast to unlimited global/target usersBroadcast to unlimited global/target users
Elements of PodcastingElements of Podcasting –– Part 2Part 2
1. Record1. Record ““OriginalOriginal”” ContentContent2. Add in Additional2. Add in Additional ““SpecialSpecial”” ContentContent3. Add3. Add ““SocialSocial”” Images and WebImages and Web--LinksLinks4. Be4. Be ““EquippedEquipped”” For Your Online PodcastFor Your Online Podcast5. Notify Your Users & Prospects5. Notify Your Users & Prospects6. Download the Podcast6. Download the Podcast
Creating a PodcastCreating a Podcast
The Case For VideoThe Case For Video
We are VisualWe are VisualUS viewed 100 billion videos in Dec. 07US viewed 100 billion videos in Dec. 0730% on Google/30% on Google/YouTubeYouTubeOn parallel track to blogsOn parallel track to blogs
Video News Coming of AgeVideo News Coming of AgeOnline AdvertisingOnline Advertising ---- 6.25M6.25M ’’0606 –– 1.3B1.3B ‘‘070752% producers create video news ONLY for Net52% producers create video news ONLY for Net
VlogsVlogs = Catalyst for Conversational Marketing= Catalyst for Conversational MarketingContent is KingContent is King ––How it will be usedHow it will be usedUse as an overlayUse as an overlay –– interwoven throughout campaigninterwoven throughout campaignVideo createsVideo creates ““stickinessstickiness”” ------ 6 to 10 X longer6 to 10 X longer
Fits Internet ModelFits Internet ModelExternal versus Internal ObliteratedExternal versus Internal Obliterated
George Allen and MooGeorge Allen and Moo--CaCa--CaCa
Dell & blogger and customer serviceDell & blogger and customer serviceThe Britney Spears fanThe Britney Spears fan –– TimeTime’’s #1 virals #1 viral
The Case For VideoThe Case For Video
KEEPER 3KEEPER 3Accept Losing Control =Accept Losing Control = Partnership,Partnership, CollaborationCollaboration
1. Set Goals1. Set Goals2. Create Relevant Keywords2. Create Relevant Keywords3. Set A Budget3. Set A Budget4. Test, Test, Test4. Test, Test, Test5. Measure5. Measure –– Analytic ToolsAnalytic Tools6. Refine6. Refine –– Keep What WorksKeep What Works
6 Steps to Make PPC Work6 Steps to Make PPC Work
YOU have NO optionYOU have NO optionbut to get intobut to get into
the Onlinethe OnlineMediaMediaGameGame
The shifting media landscape is creatingThe shifting media landscape is creatingchallenges and opportunities.challenges and opportunities.
Associations who develop programs thatAssociations who develop programs thatengage external publics will findengage external publics will find
themselves best able to manage thethemselves best able to manage theuncontrollableuncontrollable ‘‘Net media environment.Net media environment.
Action ItemAction ItemTake these trends/ideas andTake these trends/ideas and
turn them into successturn them into success