Get Cooking with the New Media
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Transcript of Get Cooking with the New Media
Get Cooking with “The New Media”
Prepared by Chef Rick Doran
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Tamari This soybean product is very similar in flavor to soy
sauce, but it is subtler and a little bit thicker.
Cream of Tartar After wine is made, the acid left in wine barrels is processed into cream of tartar. Cream of tartar is added to egg whites in beginning beating stages
for more stability and volume. Also contributes to creamier frostings and candy.
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Phyllo (Filo) Paper-thin pastry sheets whose name comes from the Greek word for "leaf." It's the pastry
used for many Greek and Middle Eastern main dishes and sweets.
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Let’s take a look at the ingredients of
“The New Media”
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1 cup “Media and Communication Trends”
½ cup “Search Marketing”
2 tsp “Social Networks”
1 cup “E-Mail Marketing”
1 tsp “Mobile Marketing”
Dash “Other New Media
1 can “Combining Traditional Media with New Media”
Combine all the ingredients with a great plan and learn how to survive in today’s volatile economy!
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A fortress protects you and makes you feel safe. A strongly held belief is a fortress. It protects your view of reality. You
defend your fortress when you feel it’s under attack. But is every strongly held belief true? The sincerity of the believer does not determine the truth of the belief. Don’t panic, I’m not attacking your fortresses. I have no idea what you believe but I do know you have 4 categories of beliefs:1. Beliefs about GodIs he there or not? Does he care or not? Has he spoken to us or not? Is the future written or do you have free will? You have a belief. 2. Beliefs about SelfAre you essentially good or basically bad? Are you broken or whole? Do you matter? You have a belief.3. Beliefs about OthersDo others give to you or take from you? Can they be trusted? What do you mean to them? You have a belief.
A Fortress of Beliefs
4. Beliefs about CircumstancesDo you shape your circumstances or do they shape you? Will they get better or grow worse? What do you really deserve? You have a belief.
Is there a chance that one of your beliefs is wrong and your fortress has become a prison?
I’m not a motivational speaker. I’m a business consultant. Stay with me.
Frances Frei of Harvard Business School says you cannot change a person’s behavior until you change their beliefs. I agree with her.
Feelings are the products of actions. Actions are the products of beliefs.
I teach how to change the behavior of customers by changing what customers believe. But in each instance, the first change of belief must happen in the heart of the business
owner.
Are you up for it?
Roy H. Williams
A Fortress of Beliefs
Ad spending declined in 2009 at 4%Modest growth in 2010 of 2%Traditional media will decline through
2010New Media will experience double-
digit growth through 2010 – Online, Mobile, Videogame, Cinema ads and product placement.
Trends
Source: The Nielsen Company
Ad Sales : 2009 - 2010
Source: Jack Myers Ad Sales Forecasts
2009 2010Media Share Growth Share GrowthNewspapers 14.7 -15% 13.2 -8%Broadcast Network TV 7.9 -4% 7.6 -2%Cable Network TV 8.5 3% 8.7 5%Broadcast Syndicated 1.4 0% 1.4 2%Local and National Spot TV 10.6 -10% 10.1 -3%Local/Regional Cable TV 2.8 -4% 2.8 2%Product Placement 4.9 15% 5.8 20%Videogame Advertising 0.7 45% 1 50%Cinema Advertising 0.4 8% 0.4 8%Terrestrial Radio 7.9 -10% 7.3 -6%Satellite Radio 0.2 20% 0.2 25%Consumer Magazines 4.9 -13% 4.7 -4%B to B Magazines 3.6 -9% 3.6 2%Custom Publishing 9.7 -2% 10.1 7%Online 12.4 14% 14 16%Out-of Home 3.3 2% 3.3 2%Mobile 0.6 40% 0.8 60%Yellow Pages 5.5 -12% 5 -6%Total 100 -4% 100 2%
Why the Shift?
Search Engine Marketing – The practice of employing search engines to help increase website traffic and sell products and services
Organic Search – results based on relevance to a search term or keyword
Paid Search – Ad listing served by keyword relevance
Search Marketing
Community based websites where:
Users post biographical profiles, photos, video, artwork, games and much more
Blog in personal journalsIM and e-mailInvite friends to link to their pagesAdvertise in classifieds and more
Social Networks
Social Networks
80% of affluent consumers use social media ($100,000 income plus average age 45.9 years)
Shop –on line 4 or more hours per week
For the new demographic of younger people – If it’s not on the Internet - It doesn’t exist
Social Networks
ImmediateIntimateAccurateLow CostFocused Audience
E-Mail Marketing
Must be permission-basedBe correctly timed to invite users’
responseBe linked to website or landing pageOffer “forwarding” linksBe “rich” for better click-throughBe creatively comp0sed
E-Mail Marketing
Mobile MarketingWireless content; on-
demand delivery when and where the user says- or not at all
Cost-effective message customization
Highly interactiveIn 2010, over 95% of the US
population will use mobile
SMS (Short Message Marketing) Delivery of text-only messages typically no longer than 160 characters
MMS (Multimedia Messaging Services) Delivery of messages containing text plus multimedia objects
LBS (Location Based Services) Provides relevant content to user groups in a specific place
ALI (Automatic Location Information) Allows for exact pinpointing of cell phone location; combines with LBS to make content more relevant
Mobile Marketing
Reebook’s “Run Easy” Campaign –Texted their favorite place to run – posted on runeasy.com
Website would have offers
Runners could sign up for text messages about special events or offers
Mobile Marketing
It’s hip and hotIt’s cheap, credible and authentic
Dictated by users, not marketers
Not targetedYou Tube
Viral Video
Viral Video
Blogs- online journals expressing individual views and commentary
Webcasting – Video/Audio presentation that occur in real time.
Podcasting – Personally programmable audio media –Add video and it’s Vodcasting
Other
Internet combined with traditional media boosts recall for the traditional media ads – and vice versa!
Advertising works first on a subconscious, emotional level, then on a rational level
Combining Media
Attracting Customers
Media Channels
Traffic
Web
Combining Media
Vote On-LineFacebook SitesBlogsViral Videos
Combining Video
To beat your opponent in a Game of Chess you need to plan every move
To beat your opponent in winning today’s consumer you need to plan every move
The Plan
The Plan
Test
ExecuteMonitor
Analytics E-mail Response and E-Mail
Sign-ups Phone Calls Coupon Redemptions Purchases On-Line
The Plan
Learn as much as you can Think about how to use New
Media for your business Find partners who can help you
learn the ropes and execute campaigns
Mentor employees so digital becomes second nature to them
New Media
Allow advertisers to talk with
customers, not just to customers
New Media
Businesses will live or die by the experience they offer
customers…. at every touch point including
the use of the “New Media”
ROE = Return on Experience
New Media
The Nielsen CompanyJack Myers Ad Sales Forecasts
Second WindMarketresearch.com
Sources