Authors in the Classroom

Dr Stephen Dann

About the author.

@stephendann

($) stephendannstephendann.com (and stephendann.net and stephendann.org)

Long term gamer, computer user, avowed pop culture geek, and marketing tragic

The History of the Book

1993: Wired 1.3 “This web thing. It’s going to be big”

1994: “Contemporary Issues in marketing” “It’ll never catch on” complained students

1995: “Why can’t we come to class to get the questions instead of having them sent to us by e-mail?”

http://www.wired.com/wired/archive/1.03/eword.html?pg=5

The History of the Book

1998-2001Strategic Internet Marketing 1.0

2001-2004Strategic Internet Marketing 2.0

2006-2011*eMarketing 1.0

*We were doing so well until 2008 when we had to reboot because of Web2.0’s success

Systematic Upgrades

SIM1.0: Usenet, IRC, e-mail, MUD

SIM2.0: Usenet, IRC, e-mail, Virtual Worlds

eMarketing: World of Warcraft, Xbox360, e-mail, Web2.0, Twitter, Facebook.

Presentation Conditions

Laptops openPhones on

Touchscreens active

e-marketing

Conversation and Brand

Who’s online right now?

Device check.Platform Check.Twitter check.

Twitter as the conversation

Note: Twitter in 2007

“No idea what it does, but it’s going to be big”

Twitter

How does it work?

What’s the theory?

Communications Model

SourceEncodingChannelDecodingReceiver

Recent History: Figure 1.1

What’s the practice?

What do we think Twitter can do?

Twitter as…

Uses

• casual listening platform – Crawford 2009

• creating the illusion of physicality– Hohl 2009

• sense of connectedness and relationship– Henneburg et al 2009

• venue for conversation– Steiner 2009

How is it co-created?

• Conversational– Uses an @statement to address another user

• Status– The answer to “What are you doing now?”.

• Pass along– Tweets of endorsement (self created, urls, RT)

• News– The answer to “What’s happening now”

• Phatic– Statements of connected presence

• Spam– Junk traffic

How does it work for marketing?

The Art is in the Conversation.

7 Reasons People Give For Not Using Twitter

One answer: It’s a conversation

Conversations and the Brand:

Brand by ActionCommunications of offerings that have

value

Communications that have value

Brand

identifiable attributesSymbolsphysical markswords and visual cues

used to convey a promise of quality, experience or satisfaction to the consumer.

Brand Personality

Common brand character traitsCompetenceExcitementSophisticationPopularityAffectionSincerityRuggedness

Applied Branding Online

Brand is everywhereEvery user name, upload and photo

Facebook photos, statusTwitter iconsYouTube contentEmail addressURL

All interactions count towards brand reputation

Personal Branding($)

combination of reputation, endorsement and a bit of typecasting to achieve a specific reputation for your job, expertise or career

Define your personal brandWith or without a brand manual

Pursue the outcomes of the personal brand

($) Brand Personalities with Real Personality: Strategies for Individual Brands and Branded Individuals in the Entertainment Industry

Conclusion

Questions