objects & relationships marketing presentation
DESCRIPTION
I was asked to present a POV of "online video" at the International Association of Culinary Professionals (IACP) in Portland this year (April 2010). This is my presentation.TRANSCRIPT
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Marketing Your Brand with Online Video
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Communication is evolving
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Broadcast
Centralized control; broad message deployment
Traditional: Closed
Narrowcast
Centralized control; specific message deployment
Online: Closed
Networked
Decentralized control; fluidity; dynamic message deployment
Digital: Open
From Closed to Open Media
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Specificity
Organization
Traditional Outreach: Broadcasting to 1,000,000 to engage 100New Outreach: Engaging the right 10 people who reach 1,000 who influence 10,000
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Shifts in Media Consumption
The communications landscape has changed as a result of social media and the growth is exponential
2009 Statistics:• More than 70 million
videos on YouTube• Over 133,000,000 blogs
indexed on Technorati • 1.7 billion tweets on Twitter• 400 million + users
on Facebook representing 170 countries/territories
• Dramatic decline in newspaper circulation
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PLATFORMS ARE EVOLVING
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From content produced and controlled by a few …
To content produced by everyone and controlled by no one.
From independent, closed mediums …
To hyper-relevant, connected forums that feed into and from one another in a social nexus of opinions.
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EvolvingContent is
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SOCIAL OBJECTS
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Sharing
Rela
tions
hip
Reach
Growth
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ENGAGEMENT
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Sharing
Rela
tions
hip
Reach
Growth
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Sharing
Rela
tions
hip
Reach
Growth
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Sharing
Rela
tions
hip
Reach
Growth