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Chapters 11 & 12

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Michelle Kurland

on 12 April 2017

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Transcript of Chapters 11 & 12

Different Types of Digital Directions
Hard Sell
Entertainment Only
Chapter 11:
The Online Word
Digital Surgeons
Case Studies:

US Open
Barneys New York
City of New Haven
Advice from the Pros
1. Remove the phrase "keyword density."

2. Know how to write content for the web.

3. Headlines are vital to the success of your online content.

4. Solve, don't shill.

5. Know who you're writing for.
Comm 351
Getting to the Heart of The Conversation Prism
Why It Was Created
Developed in 2008 by Brian Solis, The Conversation Prism is a visual map of the social media landscape.

It’s an ongoing study in digital ethnography that tracks dominant and promising social networks and organizes them by how they’re used in everyday life.
Reason for Engagement?
Get an opinion
Challenge the reader
Share information
Entertain the audience
Pose a problem
Provide a solution
Create a contest
Support a charity
The Buzz Word
Chapter 12:
Chapter 11
Chapter 12

1. Develop an irresistible idea

2. Highlight the brand's benefit

3. Understand why you're creating the message
Creating Buzz with Viral Marketing
Case Studies:

Hyundai Empty Car Convoy
Westfield Stratford City
The Viral Factory
Online Communication
Know the creative goal
Be sure your messages stay on course -- being creative isn't enough
Create interactivity in each medium
Target your audience -- take a closer look at how they engage in social media
Full transcript