Post on 12-May-2015
description
Authors in the Classroom
Dr Stephen Dann
About the author.
@stephendann
($) stephendannstephendann.com (and stephendann.net and stephendann.org)
Long term gamer, computer user, avowed pop culture geek, and marketing tragic
The History of the Book
1993: Wired 1.3 “This web thing. It’s going to be big”
1994: “Contemporary Issues in marketing” “It’ll never catch on” complained students
1995: “Why can’t we come to class to get the questions instead of having them sent to us by e-mail?”
http://www.wired.com/wired/archive/1.03/eword.html?pg=5
The History of the Book
1998-2001Strategic Internet Marketing 1.0
2001-2004Strategic Internet Marketing 2.0
2006-2011*eMarketing 1.0
*We were doing so well until 2008 when we had to reboot because of Web2.0’s success
Systematic Upgrades
SIM1.0: Usenet, IRC, e-mail, MUD
SIM2.0: Usenet, IRC, e-mail, Virtual Worlds
eMarketing: World of Warcraft, Xbox360, e-mail, Web2.0, Twitter, Facebook.
Presentation Conditions
Laptops openPhones on
Touchscreens active
e-marketing
Conversation and Brand
Who’s online right now?
Device check.Platform Check.Twitter check.
Twitter as the conversation
Note: Twitter in 2007
“No idea what it does, but it’s going to be big”
How does it work?
What’s the theory?
Communications Model
SourceEncodingChannelDecodingReceiver
Recent History: Figure 1.1
What’s the practice?
What do we think Twitter can do?
Twitter as…
Uses
• casual listening platform – Crawford 2009
• creating the illusion of physicality– Hohl 2009
• sense of connectedness and relationship– Henneburg et al 2009
• venue for conversation– Steiner 2009
How is it co-created?
• Conversational– Uses an @statement to address another user
• Status– The answer to “What are you doing now?”.
• Pass along– Tweets of endorsement (self created, urls, RT)
• News– The answer to “What’s happening now”
• Phatic– Statements of connected presence
• Spam– Junk traffic
How does it work for marketing?
The Art is in the Conversation.
7 Reasons People Give For Not Using Twitter
One answer: It’s a conversation
Conversations and the Brand:
Brand by ActionCommunications of offerings that have
value
Communications that have value
Brand
identifiable attributesSymbolsphysical markswords and visual cues
used to convey a promise of quality, experience or satisfaction to the consumer.
Brand Personality
Common brand character traitsCompetenceExcitementSophisticationPopularityAffectionSincerityRuggedness
Applied Branding Online
Brand is everywhereEvery user name, upload and photo
Facebook photos, statusTwitter iconsYouTube contentEmail addressURL
All interactions count towards brand reputation
Personal Branding($)
combination of reputation, endorsement and a bit of typecasting to achieve a specific reputation for your job, expertise or career
Define your personal brandWith or without a brand manual
Pursue the outcomes of the personal brand
($) Brand Personalities with Real Personality: Strategies for Individual Brands and Branded Individuals in the Entertainment Industry
Conclusion
Questions