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Digital Media Best Practices for UW Foster School of Business
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Transcript of 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 [email protected]