Download ppt - OBM Hello New Media

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YGoodbye Traditional Advertising … Hello New Media

October Business

Month

Presentation by

Assoc. Prof. Bill Wade

School of Creative Arts and Humanities

October 12, 2009

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OBM - Hello New Media 2

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Overview for Today• Introductions &

Disclaimer• My Background – DOME • Defining Terms• Media Convergence• Dynamic Versus Static

Advertising• Social Networking • Online Video • Mobile Devices • Geo-Spatial Referencing

Source http://www.conversationagent.com/images/2007/11/18/yournewmedia001_3.jpg retrieved Oct 2009

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Sounds of Subarctic

Photos courtesy of Leslie Leong

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Borealis

Photos courtesy of Leslie Leong

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Music

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Logo n Trees Sponge

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Shadowland

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Midem

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Using Online Strategies

• domepro.com

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• MP3.com

• Licensemusic.com

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• MySpace.com/domepro

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To SAE – Lifelong Learning

The Learning Never Ends

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Uses of Online Marketing

• Brand Specific Website

• Promotional Website• Display Ads• Social Networking• Viral Ads• Staying Top of Mind• Attention Currency

Lead GenerationSource http://www.slideshare.net/sidharthrao/webchutney-digital-media-outlook-report-2009-1669511?src=related_normal&rel=1641642 Retrieved Oct 2009

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Definitions: New Media

• Phrase used to distinguish digital media forms from ‘old media’ forms such as newspapers, magazines, radio and television.

• Now living in a ‘new’ economy with ‘new’ media all around us.

• Digital devices are now part of the everyday experience of most people.

Photo courtesy http://www.flickr.com/photos/mattjb

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Definitions: New Media

• A term meant to encompass the emergence of digital, computerized, or networked information and communication technologies in the later part of the 20th century.

From wikipediaSource http://www.smh.com.au/news/web/hsc-to-run-wikipedia-course/2008/05/26/1211653895427.html Retrieved Oct 2009

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Very Hard to Predict

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New Media / Old Media

Source http://kara.allthingsd.com/files/2009/09/54959_4_1-3.gif Retrieved Oct 2009

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New Media / Old Media

Source http://www.guardian.co.uk/uk/interactive/2008/apr/18/googlerevenue Retrieved Oct 2009

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5 Key Issues:New Media For Businesses

1. Acquisition

2. Conversion

3. Activation

4. Retention

5. Referrals

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Convergence Cartoon

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Definitions: Convergence

• “Technological convergence is the trend of technologies to merge into new technologies that bring together a myriad of media.

• While historically, technology handled one medium or accomplished one or two tasks, through technological convergence, devices are now able to present and interact with a wide array of media.” Source

http://www.wisegeek.com/what-is-technological-convergence.htm Retrieved Oct 2009

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Global Village

• A phrase popularised by the Canadian media sociologist Marshall McLuhan to describe the social effect of convergent technologies.

• The golden Age of the Internet officially ended after September 11 2001 when the surveillance society kicked in.

• From 9/11 there has been a continuous rise in surveillance of digital technologies (Hirst and Harrison 2007).

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Dynamic vs Static Advertising

• The metaphor of advertising fireworks vs social bonfires

• See: http://www.slideshare.net/gamages/advertising-fireworks-social-bonfires

• From John V. Willshire

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Dynamic vs Static Advertising

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Learning from the BestSource

http://www.aimia.com.au/i-cms?page=5673

Retrieved Oct 2009

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Mobile Usage / Advertising

• Mobile Proliferation

• Availability

• Obligation

• Collision

• Shared Narratives

• I Share, therefore I Am

Note how advertising is embedded in the video

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• Geo Referencing• The Bionic Eye• Place as tag• Convergence of

real experience with augmented experience


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Data Mining

Collins, Christopher; Carpendale, Sheelagh; and Penn, Gerald. DocuBurst: Visualizing Document Content using Language Structure. Computer Graphics Forum (Proceedings of Eurographics/IEEE-VGTC Symposium on Visualization (EuroVis '09)), 28(3): pp. 1039-1046, June, 2009.

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Aggregating Media

• Photosynth• Aggregating

known images• Pixel clusters• Tagging• The next BIG tag

– Georeferencing

Source http://axspot.files.wordpress.com/2008/11/synthlayout.jpg retrieved Aug 30, 2009

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The National Broadband Network

• 100 Mb /sec• Fibre To Homes• Tasmania 1st

• $43 Billion• Government Built• What myths and

promises does the NBN perpetuate?”

Source http://www.computerworld.com.au/nbn/ retrieved Aug 30, 2009

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Questions / Discussions

• What strategy is your your business trying?

• What is working for you?

• What do you need to learn more about?

• Thoughts / Reflections

• Questions?Source http://www.independentcritics.com/images/thirteen%20conversations%20about%20one%20thing%20SPLASH.jpg Retrieved Oct 2009

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Ending Cartoon

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[email protected]

08 8946 6419 (PA)

This Presentation will be at:

Slideshare.net/billwadecdu

URLs

del.icio.us/wcwade

(tag OBM)