Converse Domaination from Ross Martin on Vimeo.

Brilliant use of Google Ad Words for branding. This is thinking outside the box!

John Whaley, President/CEO of 5wire Marketing – John is a 2005 graduate of Iowa State University where he obtained is Bachelor Degree is Marketing. John moved to Cedar Rapids Iowa in 2006 where he went to work as the Director of Internet Marketing. In 2010 John decided to start up his own Internet Marketing Agency called 5wire Marketing. At 5wire Marketing, John focuses his talents on Search Engine Optimization, Paid Search Marketing, Social Media Marketing, Online Reputation Management, and Mobile Marketing. You can find John and 5wire Marketing online at www.5wiremarketing, and on Twitter at @jowhaley and @5wire.

We talk about John’s experience with the iPad. What he has found Apple has done right and those things it needs to improve on in version 2.0. Then we talked about some marketing applications for the iPad.

http://marketingelementsblog.com

http://marketingelements.ning.com

@timgoleman

Over the next week or two I’m going to explore how that old media is having a sort of rebirth in new media. This includes Print, Radio, Television and Outdoor. It encompasses all areas of media.  The first one I am going to cover is print.

Print

Print has suffered from massive declines in readership. Every time you turn around you hear something about how newspaper circulation are going down. But what is going to be the future of print. I won’t say that print will completely go away. Look at Vinyl in the record industry. This is a prime example, 20 years after what most said was the death of the LP, you can still purchase LP’s of current artists. Granted it’s a niche market but it’s not dead. This same thing is going to happen to print. (When I say print I include newspapers, magazines and books.)

Books

I think the biggest changes in books are the eReaders. This includes the Kindle, iPad and others.

• They allow you to take many books with you without having to physically carry them. You don’t have to worry about carrying around several heavy books you can put more books on an eReader then you could possibly carry.
• They are portable and easy to read. You can adjust the brightness, type size and the readers can even read to you. This will be great for publishers; they won’t have to publish different type sizes, i.e. large print editions.
• Gone are the book covers. I was listening to This Week In Media (TWiM) and they pointed out you no longer have the abilty to see what people are reading and strike up a conversation.
• But, this has an upside as well; you can read books that you normally wouldn’t be caught dead in public reading. Say you want to read a romance or Jackie Collins novel, now you can read it safe and sound without your secret being found out.
• I don’t think the book covers are going away, they will still be used in PR and on websites, but they won’t be shown when people consume the book.

Magazines

Magazines are another area that could really have a big regrowth in new media. I say this because with the release of the iPad there is a tremendous opportunity for magazine editors to use, print, audio and video all in one. I think for entertainment and news magazines this would be great way to deliver content. I will use the iPad as an example through out this post. If a magazine wants to create a magazine online, they would have it set up to be like a traditional magazine where you flip pages. You slide your finger across the screen. But here are some options that could be contained in the magazine:

• You can have ads that are display but open up into more dynamic ads. Plus you can go directly to the landing page
• The editor’s note can be a video recorded for every publication and played rather then read.
• A story can be written about a new movie and the trailer be embedded in the page.
• Have real time comments and conversation about stories in the magazine. Happening right in the magazine
• If a new story has and audio clip. It can be referenced in the text and have a link to pull it up and listen to clip

The ability to make magazines interactive would totally change the way magazines are consumed. But one important thing to realize, to be successful I think the publishers need to put the controls of interactivity in the hands of the reader. If it’s too interactive and everything starts when you flip the page, it will turn people off. It may sound far-fetched but think of when there is music on website and how it can drive you crazy, then magnify that by 12 and you have how annoying this can be.  Its really amazing all the possibilities out there for magazines.

Newspapers

Newspapers have many of the same things Magazines can do. They can add the same ability to embed audio and video. One thing I think that newspapers could do that would be great is to add galleries of photos of events happening live. This could also include user-generated content as well. We have seen this somewhat with newspapers online. Its still very early and I think we will have many things happen before its finalized. Everything I have read about newspapers is the trend to hyper targeting. They focus on a particular region of a city or state. Then make that content extremely relevant to the readers. Newspapers are a tricky medium to me, since currently more and more is moving online. However, one newspaper not afraid of the new media is the Wall Street Journal. They have an iPad App and seem to be creating a new way for consuming newspapers. I haven’t seen the app but am looking forward to checking it out soon.

These are just my ideas and will it play out like this? No one really knows what is going to happen. With all the new devices the future is very unpredictable and will take time to sort out. I would love to hear others opinions on the subject. Let me know if you think I’m right or completely wrong!

We talked about the new Facebook f8. More specifically how this will affect the social landscape. Then we move on to other areas of marketing such as Twitter, Targeted Ads, Social CRM and Location Based marketing.

http://marketingelementsblog.com

http://marketingelements.ning.com

@timgolman

Last week the PR Firm Porter Novelli did an event about Social Media focusing in on Social in Corporate America. The panelist consisted of Burt Dumars from Newell Rubermaid, Angela LoSasso from Hewlett-Packard and Debbie Curtis-Magley from UPS and moderated by Jennifer Jones from Porter Novelli.

It was great to have an event that was focused on corporate side of marketing. They all gave insights on the way they handle social media at their organizations. Each one had different levels of how they incorporate social into their overall mix. They all agreed that social is just a part of the overall marketing mix.

I really liked how they allowed the people watching on UStream to ask questions via Twitter. I think this was smart since the UStream chat can be confusing for people not familiar with it. Second, it would be very hard to keep up with questions asked in that chat. I asked a question on Twitter:

Q: do you see a time when you will have dedicated social media employees?

A: Thx for ur question The panel said they r working to make Social Media a part of all jobs and not have a sep staff for it

If you have time watch the replay of the event above. Its just great seeing three different big corporations talking about how they use social media.

I had a friend post on Twitter he needed help finding the official Twitter account for Apple. I responded back that Apple doesn’t “do” social media. The only thing they have is a Facebook Fan Page for iTunes.  Apple doesn’t participate in social media due to the secrecy around all the products they develop. They don’t want any information leaked out and have been criticized about this for years. Apple in fact has a very strict non-disclosure agreement for their employees and people doing business with them. This limits any information or social media they can do outside of work.

Which made me think. We have all been saying that social media is a two-way communication rather then the traditional push model. We also have said that if you are going to participate in social media you have to accept this and participate. That is if you want to succeed in social marketing. Well, with those requirements and the way Apple conducts its business, are they smart not even getting involved with social media? My answer is they should not start social media programs.

Before I starting hearing from people about why Apple should get involved, here is my reasoning:

• Apple has a very loyal and solid customer base
• They have many advocates that promote Apple and their products in social media (Including this blogger)
• There are numerous blogs who talk about all things Apple. The focus of the blog is all about apple. They rumors, new products, and more. The prime example is The Unofficial Apple Weblog. The site updates between 5-10 posts a day. The posts are always focused on Apple.
• When something new comes out for Apple (i.e. iPhone, iPad, iPod and etc) its pushed out on social networks by the advocates and spreads. The best example of that is when Apple holds one of it’s many keynote addresses, many sites attend and Tweet about what is announced. They due this because Apple doesn’t stream these events live.

These are just a few reasons I think Apple should let the people do the social media for them. This is the prime example of how well word of mouth works in social media. Word of mouth marketing is the most effective marking.

Apple, like Coke, is a special case where it is a very strong brand with tremendous loyalty. By Apple not participating in social media will not hurt their brand, or loose any type of revenue. Do you agree about that Apple should stay out of social media or should they engage their consumers?

This is from Hubspot and from what I understand its going to be a weekly serial about the Foursquare Cops! Enjoy

Let me know your thoughts about media and how its changing in the digital age? Are all forms of traditional media going to decline? Is the iPad a game changer for media? Some interesting thoughts to think about!

tim@marketingelementsblog.com

http://marketingelementsblog.com

twitter – @timgoleman

We talk about some of the things going on in social media:
- The new iPad
- Facebook changes – Like and New Page Structure
- Social in Television
- Mobile marketing

Thanks for listening and to reach me check out my blog:

http://marketingelementsblog.com

tim@marketingelements.com