marketing and branding in an era of new media

@ryanevans RandMediaGroup.com/bloglinkedin.com/in/evansryan

Marketing & BrandingIn an Era of New Media

by Ryan EvansPresident, Rand Media Group


what’s new?

The web got more social.

what do you mean by “social”?

“...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


just how much did social media grow in 12 months?

a lot

really?

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….

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

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

200 Million



per month*

you your “friend”


200 Million



per month*





200 Million

connections are determined by:existing relationships

connections are determined by:existing relationships content / informationdesire for future relationships

“ 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

Communications are publicConnections are publicNew media is the public

Option 1.

Hide

Option 3. Option 2.

Embrace with Enthusiasm

Option 3.

EmbraceAwkwardly


yes

can you use social media for business?

how?


I have a platform

blog

twitter

youtube googlelinkedin

facebook


blogtwitter outside

blogs

youtubespeaking

engagements

podcasts

email

book deal


“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.


Can you hear me?

blah

blah

blah

blah blahblah

blah

blah what?

blah

blah

blah

blah

blah

blahblah

blah

blah

blah

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YOUR BRAND

what do you do?why does it matter?are you authentic?do people care?will people talk?


Personal Brand


The social graph


Contentcelebrity influence


Contentcelebrity influence

micro-celebrity influence

Becoming a “Micro – Celebrity”1. Actively interact with people on social media.2. Have a personality3. Do things worth talking about4. Have good content


Content

thought-provoking comprehensive

entertaining

uniquepassionate


YOUR BRAND

content

types of contentblog postsblog commentssurveyspresentationsinterviewscommentariesarticleswhite papersstudiestweetsfacebook postpicturesgamesapplicationsdemonstrationstoolsinfographicsforum posts


paths of distributiontwitterfacebooklinkedinyoutubeyour blogother blogspodcastsgoogle searchestwitter searchesretweetsemailflickriPhoneyour websiteother sitesgoogle adwordsadvertisngslideshare


paths of distributiontwitterfacebooklinkedinyoutubeyour blogother blogspodcastsgoogle searchestwitter searchesretweetsemailflickriPhoneyour websiteother sitesgoogle adwordsAdvertisngslideshare

Thank You

Ryan EvansRandMediaGroup.com/blogtwitter.com/ryanevanslinkedin.com/in/[email protected]

marketing and branding in an era of new media

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