Ctrlaltshift

Ben Akin-Smith :07723 051 507 :Ben.Akin-Smith@Enableinteratctive,co.uk

The principles of Digital marketing

This is me: …digital strategist, hopeful runner, entrepreneur, terrible cook, media planner, ex-fat man, email marketer, husband, business owner, atrocious singer, communicator, avid wearer of shoes, digital evangelist, aspiring photographer, blogger & Mac convert.

1. Awareness 2. Engagement 3. Retention

The Key Stages of digital activity & campaigning

Awareness - Introduce yourself ,

http://www.flickr.com/photos/lrargerich/3063054521/

Awareness •  Use all appropriate media •  Go to existing communities •  Mobilise content •  Give opinion, make a statement

Aussie Tourist board

Define who you are & what you stand for

http://www.flickr.com/photos/gtmq8/2303591849/

COMMIT TO IT & BE CONSISTENT.

•  About Us page •  Email •  Print •  Blogs •  Letters •  Campaigns •  Social media •  Content

Simons Cat - RSPCA

Find your Audience – get them talking

Engagement

•  Start a conversation •  Ask questions •  Make it personal •  Give people a challenge •  Have an opinion •  Build ‘social equity’ •  Be useful

British Red Cross – ARG / HIV http://www.flickr.com/photos/28953625@N07/3171642571/

Retention

•  Development of an idea •  Provide tools and assets •  Giving people space and support •  Respond to comments/ideas •  Community communication

You need to know someone to have a” deep” conversation

•  Communication •  Honesty •  Add Value

http://www.flickr.com/photos/nifer/353230456/sizes/l/

The glue

It is all about communication

http://www.flickr.com/photos/nichollsphotos

It is all about communication

Getting someone interested is all about sharing, information, a story, a passion, an idea etc...

It’s about people, not technology (but technology helps)

http://www.flickr.com/photos/nichollsphotos

http://www.flickr.com/photos/milivoj/2166043959/sizes/l/

“In the past you were what you owned. Now you are what you share.” Charles Leadbeater. We Think

http://www.flickr.com/photos/twenty_questions/

Act on their feedback Encourage discussion, be a part of it

Listen

Create a dialogue with them

Not a monologue

People are talking, getting together and changing the world…

Image: farm3.static.flickr.com/2088/2213647530_4506ce2671_o.jpg

…. people will tell you what they think

You will get it wrong

http://www.flickr.com/photos/thomashawk/ Survey… http://www.tealeaf.com/resources/Harris_2008.asp

Get it right and people notice

BIG

http://discussionleader.hbsp.com/haque/2008/09/how_to_build_a_nextgen_business_now.html

http://www.flickr.com/photos/xgray/

Be useful

Image: http://www.outdoorlens.com/funny-animal-signs/

Be Honest

Create space for agility, flexibility and iteration

http://www.flickr.com/photos/mundilfari_gjk/2497402169/sizes/l/

Treat things well and they will grow

Work with others & things will evolve

http://www.flickr.com/photos/babaghan/166756766

Because….

http://thisisindexed.com/

the future…

Mobile phones are changing the world

3.2 billion subscriber worldwide

•  Smart Alerts – real time notifications •  Augmented reality •  Crowd sourcing goes mainstream •  Sensors everywhere (traffic/motion) •  Development potential – huge! •  Open Source? •  It’s about communication

http://googleblog.blogspot.com/2008/09/future-of-mobile.html

http://www.flickr.com/photos/splorp/64027565/sizes/l/

The Single Social Graph

Goggle Friend Connect

Passport (?)

Facebook Connect

Open ID

When you Travel - Take your friends with you

Convergence

Virtual worlds

GPS

iPlayer

Twitter

“what we’re really craving is more humanity itself. I see clues of this

everywhere, from the direct engagement as enabled by Twitter, to Apple’s Genius bar which gives us live, breathing and fairly smart people to help us when a

human touch is needed.” David Armano

Don’t get scared, remember we’re all

human

http://www.flickr.com/photos/flysi/

Ben Akin-Smith :07723 051 507 :Ben.Akin-Smith@Enableinteratctive,co.uk

www.gapingvoid.com

Thanks and bye for now…