MPub: Intro to Marketing Tactics & Principles

monique@boxcarmarketing.comYou should follow me on twitter @boxcarmarketing

Marketing Tactics & Principlesfor Publishers

Adjunct Professor: Monique Trottier

monique@boxcarmarketing.comtwitter: @boxcarmarketing

Boxcar Marketing

Photo credit: Kris Krug

What is marketing?

What is marketing, really?

• Conversation

• Collaboration

• Community

Learning Objectives

It’s not the tools, it’s how we use them

Timeline of Marketing Channels

The 7-Sentence Marketing PlanWe plan so we can measure. We measure so we can improve.

The Culture of the Web

Theory

• Organizing without Organizations

• Markets As Conversation

• Open Brand

After the Break, we’ll watch a 40-minute video

• "Clay Shirky on New Book Here Comes Everybody," YouTube, http://www.youtube.com/watch?v=A_0FgRKsqqU

Clay ShirkyHow do the social & economic effects of internet

technologies alter marketing and publishing?

Our Behaviour Is Different Today Than It Was Yesterday

There are 4 Revolutions in Social History

• The introduction of the printing press (changes reading and writing)

• The telegraph and the telephone (changes communication)

• Recorded media (changes music, records, radio)

• The harnessing of broadcast media (changes how we view images + sound)

We Are Now Living Through a 5th Revolution: The internet revolution

This revolution is a combination of the 4 previous revolutions.

• Printing Press: The web brings us Movable Type, Wordpress, ExpressionEngine, Blogger and many other digital printing presses that allow anyone to become a publisher.

• Phone: VOIP, voice over internet protocal, allows for companies like Skype to bring us telephone and teleconferencing.

• Recorded Media: MP3s, RealPlayer and others brought us streaming audio, podcasts and peer-to-peer file exchange.

• Broadcast Media: And the web is images, text and sound.

Key Points

1. Sharing

2. Conversation

3. Collaboration

4. Collective Action

Freedom of the Press, Freedom of Speech & Freedom of Assembly

• Think of delicious.com and other social bookmarking tools like StumbleUpon, Google Bookmarks

• Social bookmarking is an example of how we do something for ourselves that benefits the group.

• By social bookmarking, we have an easy way to see our bookmarked webpages from any computer. If we make the list publicly available, then we help others filter for good content based on the wisdom of the crowd. i.e., if more people bookmarked this article vs. that article, then I’ll check out this one first.

• Tagging allows us to see the commonalities, which means tagging becomes a platform for organization.

1. Sharing

• Example HDR photos: Totally lovely, difficult to produce. In the real world, it used to take 7 years for a technique like that to move into the hands of the masses. With tools like Flickr for online photo sharing, it now takes 3 months.

• Online, groups get better together.

• Comment fields, like tags, are a platform for organization. Threaded conversations are communication and sharing.

2. Conversation

Photo credit: http://www.flickr.com/photos/stuckincustoms/953669278/sizes/s/in/photostream/

• Shirky uses the example of Aeqisub, which is a group dedicated to captioning Japanese anime and bringing it to the US.

• Another example of collaboration is Wikipedia, where there are 175 different language groups working to add, refine and update wikipedia. In some cases, Wikipedia is the only encyclopedia in that language.

• Both are examples of individuals synching with the group.

3. Collaboration

Photo Source: http://www.flickr.com/photos/mikeeperez/2453225976/sizes/m/in/photostream/

• The hardest to get going.

• Shirky paraphrases William James, "thinking is for doing." Our brains are for deciding courses of action.

• Publishing is, therefore, a course of action.

• But the media publishes not for action, but for a journalistic notion of the news.

• Bloggers, however, leverage attention to affect change or to reach a shared goal.

• Kiva.org or the Zombie Walk would be good examples.

4. Collective Action

Shirky points out that in highly democratic environments, new tools are used for entertainment. Whereas in low democratic environments, new tools are a potent element used for collective action.

http://www.flickr.com/photos/wigwam/1460462925/sizes/l/in/photostream/ http://www.flickr.com/photos/irisheyes/5417964426/sizes/o/in/photostream/

The Tools Have Changed

Source: Darren Barefoothttp://www.flickr.com/photos/dbarefoot/1814873464/sizes/o/in/photostream/

The Culture of the Web

Points to Remember

• Revolutions happen, and will continue to happen

• The tools don’t change the game, our behaviour changes the game

• Understanding behaviour (or the motivating factors) of why people do certain things is more important than understanding how the tool works

• Conversation, collaboration and community are the fundamentals of publishing & marketing

Group ExerciseIn groups of 4, you are going to use social media tools and online

collaboration tools to create a page for a cookbook. 40 min.

As a group, agree on the type of recipe (appy, main, dessert). 5 min.

Assign each member of your group to a different task:1. Find a recipe online. 10 min.2. Create a Google doc (http://doc.google.com) and share with the

group. Enter the Recipe Name. 2 min. 3. Write the recipe description. 10 min.4. Search for a creative commons photo to use on Flickr.com and

embed it in the Google doc. 5 min.

http://www.flickr.com/search/advanced/

Share with monique@boxcarmarketing.com

Next Steps

• Course Outline: http://bit.ly/mpub-course-outline

• Darren Barefoot and Julie Szabo, Introduction and Chapter 1, Friends With Benefits, xxiii – 20

• Chris Anderson, "The Long Tail," Wired 12.10, http://www.wired.com/wired/archive/12.10/tail.html

• Chris Locke, Doc Searls, David Weinberger and Rick Levine, "The Cluetrain Manifesto," http://www.cluetrain.com/

• Kelly Mooney and Nita Rollins, Open Brand

MPub: Intro to Marketing Tactics & Principles

broadcast media changes

forcollective action

collaboration shirky

course of action

courses of action

printing press changes

marketing tactics principles

timeline of marketing

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