DIGITALMaking Sense of

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What do we meanwhen we sayDIGITAL ?

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It’s about how we use this new medium calledthe internet

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So, what is it?

It is a NETWORK of NETWORKS4

Or...

A pool of HUMAN KNOWLEDGE &

CULTURE5

MEDIUMIt is a

unlike any other...

And it gives us the freedom to do so much...

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LEARNINGbing.com google.com`

wikipedia.org`ted.com

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BROADCASTINGGary Varynerchuk: Wine Library TV on YouTube The Dalai Lama broadcasting on UStream

abc.net.au/iview

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COMMERCE

http://cgi.ebay.com/LICENSED-SUPREME-EDITION-DARTH-VADER-COSTUME-SET-/250864762165?_trksid=p5197.m7&_trkparms=algo%3DLVI%26itu%3DUCI%26otn%3D1%26po%3DLVI%26ps

%3D63%26clkid%3D2001498211407752956#ht_1229wt_889www.asos.com/au

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COMMUNICATION10

SOCIAL CONNECTIONhttp://www.etsy.com/listing/67102423/facebook-like-white-a-pinback-button-set?

ref=sr_list_39&ga_search_submit=&ga_search_query=Social+Media&ga_page=2&ga_search_type=handmade&ga_facet=handmade

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PUBLISHING

Fashion Blogger,not me...

Anna WintourVogue Editor

thingsboganslike.com

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ENTERTAINMENT

store.steampowered.com

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GEO LOCATION14

STAYING UP TO DATE

thedaily.com`flipboard.com`

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GATHER OPINIONfashion website - lookbook.nu`

movie database - imdb.com

social travel guide - trippy.com

restaurant review site - urbanspoon.com`

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SHARINGpressentatino sharing site - slideshare.net`

multi-device file location - dropbox.com

music-sharing social service - turntable.fm

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SELF EXPRESSION

blogging platformstumblr.com

squarspace.comwordpress.org

podcasting - soiree.com.au

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And a combination of them all...

Google Plus - plus.google.com Democratized Funding Platform - kickstarter.com

Community-Based Question & Answer Site - quora.com ecommerce site focussed on community crafts & vintage items - esty.com

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Why does it change

MARKETING?

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It changes the role for many of the players...

Media Buyers

Content Owners

Media Aggregator / Distributor

Creative Agenciesgenerate the BIG IDEA

provide the TARGET AUDIENCE

provide the COMPELLING CONTENT

allows consumer ACCESSCREDIIT: Don Sullivan, Melbourne Business School

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the BIG IDEAcomes fromthe audience

the TARGET AUDIENCEisn’t so easy to TARGET

COMPELLING CONTENTcan be user (or supplier) generated

consumers can ACCESSANYWHERE, ANYTIME

CREDIIT: Don Sullivan, Melbourne Business School

DIGITAL WORLD... because in the

CHANGEDthings have

Editorial website owned by LVMH - nowness.com

web-comedy series created by Felicia Day

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And brands are ever more under

CONSUMER CONTROL

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But also provides great

CONSUMER ENDORSEMENT

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Unlike traditional media, Digital is...

A TWO-SIDED CONVERSATION

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EASIER TO TRACKACTUAL BEHAVIOUR

flickr.com - Cookies by compujeramey

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NOT TIME CONSTRAINED

flickr.com - Day [009] Schedule by Sadie Hernandez

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ACCESSIBLEANYWHERE, ANYTIME

flickr.com - Easy Access by Kelly1878

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OPEN TO USER CREATION & REINTERPRETATION

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So, what do we do?

Treat it like any other product...

Understand WHO uses it... and WHY...

and HOW... and WHEN...

flickr.com - pinky and the ger by GerGauss

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TWE TRACKER

DIGITAL BEHAVIOUR

SOCIAL MEDIA USAGE

FACEBOOK USAGE

New questions in the

Behaviour linked to brand connection!31

Because once the message leaves our door,

it’s NO LONGER UNDER OUR CONTROL

www.fakesteve.net

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We can be FOUND We LISTENWe CREATE We INTERACT

flickr.com - Creating the Future for Libraries blank book by The Shifted Librarian

We do need to ensure that...

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“...the web is such a paradigm shift that if it is not in your blood it is very difficult to imagine its power and how to use it for good”

OUR CHALLENGE

Mitch JoelFounder of Digital Agency, TwistImage

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PRINCIPLES TO EMBED• Use Digital to support/activate overall Brand and

Commercial Strategy (know which consumers to target and how the channel will help build connection, sales, etc)

• Know how and what to measure the impact of efforts

• Analysis is crucial

• Dedicating the time and people to the cause

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