Demystifying

the Media

March 11, 2009

The Hype Curve/Sanity Line

March 11, 2009 2

The Landscape:

It’s a Jungle Out

There
 Offline Live

Network SEO

Conversation

March 11, 2009 4

The Search Engine Hub
It’s a News Source It’s an Information Hub

Landing Page

Video content

Commerce

Press release

Blog/Media Review
Source: Hitwise

March 11, 2009 5

What Are People Doing
Monthly Time Spent in Hours:Minutes
4Q 2008

K2-11 T12-17 A18-24 A25-34 A35-44 A45-54 A55-64 A65+

On Traditional TV* 106:37 103:48 118:28 142:29 147:21 173:00 190:40 207:29

Watching Timeshifted TV* 5:11 4:24 5:01 10:50 9:44 8:31 7:54 3:58

Using the Internet** 5:19 11:27 13:00 28:15 38:40 37:06 33:39 26:29

Watching Video on
1:49 2:49 5:03 4:14 3:20 2:34 1:34 1:08
Internet**

Mobile Subscribers
Watching Video on a n/a^^ 6:38^^ 2:53 3:42 3:37 2:53 2:10 n/a°°
Mobile Phone
Key fact:
31% of Internet activity occurs
when consumers are also watching television
Source: The Nielsen Company

March 11, 2009 6

What People AREN’T Doing
The vast majority of consumers are not embracing the latest in web and
consumer electronic applications

Percentage that answered they spend zero hours per week on each of the following
activities in a typical week

100% 91%
86% 83% 83%
80%
77% 75%
67% 64% 63%
60%

40%

20%

0%
Participating in a Watching videos Using a Web Writing blogs or Emailing from a Playing video Reading blogs or Participating in Listening to
virtual world on a mobile camera and contributin g to mobile games on the go listening to communities of Internet Radio
(e.g., Second phone or other VoIP service online phone/mobie (on a handheld podcasts interest on the
Life) mobile device (e.g., Skype) to references (e.g., device game device or Internet (e.g.,
see & talk to Wikipedia) phone) Yahoo groups)
family
members/friends

Source: Accenture
 Hello, Cold Water Reality

Engage in the conversation or die! Social media is a tactic

Web video is hot! When the content is appropriate

The press release is dead Valuable direct & search engine

content

A short-form, search-engine-friendly
Blogging is about conversation platform (Twitter is even shorter)

The customer controls the You do…the customer is just louder

message (be ready to respond)

Have your own network and the

Go viral
right content…and luck

March 11, 2009 8

Putting it
all to
Work
The Common Questions
Topic What it’s good for What to consider

Blogs Short content, public response Editorial focus (opinion, news)

Twitter Fresh, short content, networking Small audience; early stage

Video Visual content Appropriate subject matter

Forums Customer service; feedback Moderated; open discussions

Social Networking Direct reach Proprietary, LinkedIn, Facebook?

Search engine optimization Helping people find you Optimize off-site content

Search engine marketing Helping people find you Advertise beyond sales

Public Relations Raising awareness; reputation Fragmented media; newsworthiness

March 11, 2009 10

First, Drink the and Try it Out
• Google Adwords

• Blog, twitter, engage in forums

• LinkedIn or Facebook Groups

• Try video on video sites, blogs, Facebook

• New widgets on your blog

• Ask around, get feedback

www.go2web20.net
March 11, 2009 11
Research
• Do an online survey
• Hold a focus group or interview
them by phone
• Engage online audiences in
appropriate online forums
• Read marketing articles about
our industry
Survey Suggestions
Ask open-ended questions followed by
multiple choice
1. What they search for and why
2. What they click on (text, video etc)
3. What communications tools they use and
why (email, social networks, forums)
4. What ads they click on and why
5. What information they use for decisions

• Test Test Test Test search terms/language

You will gain critical knowledge

and an invaluable experience base…

March 11, 2009 12

 Research &
Learn
ASK TARGET
Ask your
audience what is
relevant and why

Hype = High Risk

Outreach Target
Reality = Strong ROI
It’s a sales pitch:
Understand the
is it relevant,
target of your
contextual,
sources of
etc.? How do you
influence (they
like being
may be offline)
pitched?

March 11, 2009 13

 Plan and Track
Web site and content
Component Sub-components Reach Relevance Status
SEO Analysis
Static Content Reports, About
Dynamic Content Blog, Twitter
Circulation RSS/Email
Networking Widgets/Groups (Facebook, LinkedIn)
Feedback Mechanism Form, groups, mailing list, blog
All distributed Content Newsletters, Videos, Advertisements

Community & Content Distribution

Component Sub-components Reach Relevance Status
Community Building LinkedIn Groups, Meetup
Video YouTube, Dailymotion, Veoh
Crowdsourced StumbleUpon

Search
Component Sub-components Reach Relevance Status
SEO Blog, press releases
SEM Ads, landing pages
Media YouTube, Flickr

March 11, 2009 14

Have Process In Place
• Do they know your business
People • Do they know your audience

• Content
Research • Targets
• Context

• Copyright
Legal Review • Truth in advertising

• Internal
Review • Partners
• Audience testing

Execute & Measure

March 11, 2009 15
 Where is all this going?

Everyone Niche and Speed

TV-PC-Mobile
Shares Control Fragmented Offline Matters! Speed
converging
of Media Media Speed

Teens14-17 going
to the mall an
average of 5x a
month for 2 hours
per trip, visiting
an average of five
stores. - Arbitron ,
November 2008

March 11, 2009 16

What’s
Next?
 Thank You

Twitter.com/fortexgroup
www.digitalmediaanalyst.com
www.fortexgroup.com

Contact me at cohen@fortexgroup.com or (203) 569-9436