Marketing and Branding in an Era of New Media
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@ryanevans RandMediaGroup.com/bloglinkedin.com/in/evansryan
Marketing & BrandingIn an Era of New Media
by Ryan EvansPresident, Rand Media Group
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@ryanevans RandMediaGroup.com/bloglinkedin.com/in/evansryan
what’s new?
The web got more social.
what do you mean by “social”?
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“...Internet-based applications...that allow the creation and exchange of user-generated content.”
*Kaplan Andreas M., Haenlein Michael, (2010 in print, 2009 online), Users of the world, unite! The challenges and opportunities of social media, Business Horizons, Vol. 53, Issue 1
Social Media
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@ryanevans RandMediaGroup.com/bloglinkedin.com/in/evansryan
just how much did social media grow in 12 months?
a lot
really?
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200 Million users
400 Million users*
2009
2010
*half of users log in every day*avg user logs in 55 minutes each day*last year didn’t you say….
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200 Million
@ryanevanslinkedin.com/in/evansryan
6 Billion Videos Viewed per month
12 Billion Videos Viewed
per month*
2009
2010
*82% of internet users watch online video*Now the second largest search engine
RandMediaGroup.com/blog
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200 Million
80 Million Tweets per month
12 Billion Tweets
per month
2009
2010
*300,000 new users every day*600 million search queries every day
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200 Million
@ryanevanslinkedin.com/in/evansryan
12 Billion Videos Viewed
per month*
you your “friend”
RandMediaGroup.com/blog
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200 Million
@ryanevanslinkedin.com/in/evansryan
12 Billion Videos Viewed
per month*
you your “friend”
you your “friend”
you your “friend”
RandMediaGroup.com/blog
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200 Million
connections are determined by:existing relationships
connections are determined by:existing relationships content / informationdesire for future relationships
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“ Technology is shifting the power away from the editors,
the publishers, the establishment, the media elite. Now it’s the people who are in
control.”
- Rupert Murdoch
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Communications are publicConnections are publicNew media is the public
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Option 1.
Hide
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Option 3. Option 2.
Embrace with Enthusiasm
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Option 3.
EmbraceAwkwardly
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@ryanevans RandMediaGroup.com/bloglinkedin.com/in/evansryan
yes
can you use social media for business?
how?
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@ryanevans RandMediaGroup.com/bloglinkedin.com/in/evansryan
I have a platform
blog
youtube googlelinkedin
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@ryanevans RandMediaGroup.com/bloglinkedin.com/in/evansryan
blogtwitter outside
blogs
youtubespeaking
engagements
podcasts
book deal
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@ryanevans RandMediaGroup.com/bloglinkedin.com/in/evansryan
“We’re a sue first, ask questions later kind of an organization.” - Horizon’s Attorney Jeffrey Michael.
@JessB123 You should just come anyway. Who said sleeping in a moldy apartment was bad for you? Horizon realty thinks it’s ok.
Twitter goes crazy.
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@ryanevans RandMediaGroup.com/bloglinkedin.com/in/evansryan
Can you hear me?
blah
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blah what?
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@ryanevans RandMediaGroup.com/bloglinkedin.com/in/evansryan
YOUR BRAND
what do you do?why does it matter?are you authentic?do people care?will people talk?
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@ryanevans RandMediaGroup.com/bloglinkedin.com/in/evansryan
Personal Brand
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@ryanevans RandMediaGroup.com/bloglinkedin.com/in/evansryan
The social graph
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@ryanevans RandMediaGroup.com/bloglinkedin.com/in/evansryan
Contentcelebrity influence
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@ryanevans RandMediaGroup.com/bloglinkedin.com/in/evansryan
Contentcelebrity influence
micro-celebrity influence
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Becoming a “Micro – Celebrity”1. Actively interact with people on social media.2. Have a personality3. Do things worth talking about4. Have good content
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@ryanevans RandMediaGroup.com/bloglinkedin.com/in/evansryan
Content
thought-provoking comprehensive
entertaining
uniquepassionate
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@ryanevans RandMediaGroup.com/bloglinkedin.com/in/evansryan
YOUR BRAND
content
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types of contentblog postsblog commentssurveyspresentationsinterviewscommentariesarticleswhite papersstudiestweetsfacebook postpicturesgamesapplicationsdemonstrationstoolsinfographicsforum posts
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types of contentblog postsblog commentssurveyspresentationsinterviewscommentariesarticleswhite papersstudiestweetsfacebook postpicturesgamesapplicationsdemonstrationstoolsinfographicsforum posts
paths of distributiontwitterfacebooklinkedinyoutubeyour blogother blogspodcastsgoogle searchestwitter searchesretweetsemailflickriPhoneyour websiteother sitesgoogle adwordsadvertisngslideshare
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types of contentblog postsblog commentssurveyspresentationsinterviewscommentariesarticleswhite papersstudiestweetsfacebook postpicturesgamesapplicationsdemonstrationstoolsinfographicsforum posts
paths of distributiontwitterfacebooklinkedinyoutubeyour blogother blogspodcastsgoogle searchestwitter searchesretweetsemailflickriPhoneyour websiteother sitesgoogle adwordsadvertisngslideshare
![Page 32: Marketing and Branding in an Era of New Media](https://reader035.fdocuments.in/reader035/viewer/2022062613/54423c85b1af9f2d0a8b45c1/html5/thumbnails/32.jpg)
types of contentblog postsblog commentssurveyspresentationsinterviewscommentariesarticleswhite papersstudiestweetsfacebook postpicturesgamesapplicationsdemonstrationstoolsinfographicsforum posts
paths of distributiontwitterfacebooklinkedinyoutubeyour blogother blogspodcastsgoogle searchestwitter searchesretweetsemailflickriPhoneyour websiteother sitesgoogle adwordsAdvertisngslideshare