Date post: | 30-Oct-2014 |
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Micromedia
Matt DickmanVP, Digital Marketing, Fleishman-Hillard
@mattdickman
WARNING: Consult your doctor before going beyond this point
Is your attention span shrinking by the minute?
Do you find yourself signing up for new web services before you figure out how to use the old
ones?
Do you laugh in the face of people who think Facebook is
“new marketing”?
Do you feel completely normal when talking to colleagues about things
like Twitter, Plurk, Jaiku and Pownce?
If so, you may suffer from BSOS*?
*BSOS from David Armano | Logic + Emotion
Bright Shiny Object Syndrome
We’re here to help
So, what is micromedia?
AKA micro-blogging
We have to look below the surface
Short (140 chars, 30 second video,
photos, 10 second audio)
Personal
Real-time
Content
Conversational
It’s not about shouting
New marketing formula
It’s not about spamming (email, TV,
radio, newspaper) 1,000,000 to reach 100 anymore.
It’s about connecting with 10 people who reach 100 who reach
1,000.
Multi-format
Text, audio, video, photography
Mobile is key
US mobile content consumption (1000s)
Source: M:Metrics 2006
Camera phone impact% Penetration
Source: M:Metrics 2006
My personal example
Minnesota bridge collapse
Bridge collapses - 6:00pm
I hear about it on Twitter a little after 6pm
Mainstream media finally catches up
Some alert friends
Some ask questions
Some reflect back
People upload video and images from the scene
Open platforms
APIs are crucial
Embed anywhere
Opportunities for marketers abound, but...
Listen
Find your audience
They could be anywhere
Research and listen
Have conversations
Micromedia = small brand interactions
Powerful customer service tool
Awareness
Promotion
Broadcasting
Commerce
Thank you
Matt Dickmanhttp://www.technomarketer.net