[email protected] You should follow me on twitter @boxcarmarketing Marketing Tactics & Principles for Publishers Adjunct Professor: Monique Trottier
May 19, 2015
[email protected] should follow me on twitter @boxcarmarketing
Marketing Tactics & Principlesfor Publishers
Adjunct Professor: Monique Trottier
[email protected]: @boxcarmarketing
What is marketing?
[email protected]: @boxcarmarketing
What is marketing, really?
• Conversation
• Collaboration
• Community
[email protected]: @boxcarmarketing
Learning Objectives
[email protected]: @boxcarmarketing
It’s not the tools, it’s how we use them
[email protected]: @boxcarmarketing
Timeline of Marketing Channels
[email protected]: @boxcarmarketing
The 7-Sentence Marketing PlanWe plan so we can measure. We measure so we can improve.
[email protected]: @boxcarmarketing
The Culture of the Web
[email protected]: @boxcarmarketing
Theory
• Organizing without Organizations
• Markets As Conversation
• Open Brand
[email protected]: @boxcarmarketing
Break
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
[email protected]: @boxcarmarketing
Clay ShirkyHow do the social & economic effects of internet
technologies alter marketing and publishing?
[email protected]: @boxcarmarketing
Our Behaviour Is Different Today Than It Was Yesterday
[email protected]: @boxcarmarketing
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)
[email protected]: @boxcarmarketing
We Are Now Living Through a 5th Revolution: The internet revolution
[email protected]: @boxcarmarketing
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
[email protected]: @boxcarmarketing
1. Sharing
2. Conversation
3. Collaboration
4. Collective Action
Freedom of the Press, Freedom of Speech & Freedom of Assembly
[email protected]: @boxcarmarketing
• 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
[email protected]: @boxcarmarketing
• 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/
[email protected]: @boxcarmarketing
• 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/
[email protected]: @boxcarmarketing
• 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
[email protected]: @boxcarmarketing
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/
[email protected]: @boxcarmarketing
The Tools Have Changed
Source: Darren Barefoothttp://www.flickr.com/photos/dbarefoot/1814873464/sizes/o/in/photostream/
[email protected]: @boxcarmarketing
The Culture of the Web
[email protected]: @boxcarmarketing
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
[email protected]: @boxcarmarketing
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 [email protected]
[email protected]: @boxcarmarketing
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