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IT’S NOT YOU, IT’S MEDIA (OR: NAVIGATING TODAY’S “MEDIA” AND THE MYSTERY BEHIND BEER FOR DOGS.)

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Presentation on theme: "IT’S NOT YOU, IT’S MEDIA (OR: NAVIGATING TODAY’S “MEDIA” AND THE MYSTERY BEHIND BEER FOR DOGS.)"— Presentation transcript:

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3 IT’S NOT YOU, IT’S MEDIA (OR: NAVIGATING TODAY’S “MEDIA” AND THE MYSTERY BEHIND BEER FOR DOGS.)

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5 CHRONICLE TRAVEL STAFF 2008

6 CHRONICLE TRAVEL STAFF 2014 “  #  !”

7 TRAVEL EDITOR 2008 JOHN FLINN

8 TRAVEL EDITOR 2014 ME

9 GOOD NEWS: MORE WAYS TO TELL YOUR STORY

10 GOOD NEWS: MORE WAYS TO TELL YOUR STORY BAD NEWS: IT’S NOT CLEAR WHAT WORKS

11 10,000 P.R., MARKETING, TOURISM, FREELANCE WRITERS, PACKS OF RAMPAGING CAPYBERAS x Istanbul, Barcelona, New York, Las Vegas, London, Ft. Lauderdale, Philadelphia, Rome, Paris, San Francisco, Marrakech, Siem Reap, Miami, Berlin, Scottsdale, Chicago, Managua, Florence, Buenos Aires, Flagstaff, Sydney, Beijing, Hong Kong, Prague, Baltimore, Antarctica, Bora Bora, Krakow, Hamburg, Santa Rosa, Glasgow, Cardiff, Shanghai, Tangier, Sevilla, Honolulu, Los Angeles, New Orleans, Cape Town, Grand Canyon, Montreal, Chiang Mai, Dublin, Mexico City, Edinburgh, Manchester, St. Augustine, Bakersfield, Denver, Toronto, Malaga, Boston, Lima, Iquitos, Rio, Montevideo, Wellington, Vancouver, Pittsburgh, Manila, Seoul, Yosemite, Monaco, Canary Islands, North Pole, Phoenix … ME

12 NEW WORLD MEDIA FACTS

13 SELF PUBLISHING ALSO MEANS THERE’S SELF ADVERTISING

14 CONTENT FOR PUBLIC CONSUMPTION (NOT JUST FRIENDS & FAMILY) IS PUBLISHING

15 STORYTELLING HAS CHANGED

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17 EXPERIENCE IS THE NEW LUXURY (EXPERIENCES PLAY BETTER ON NEW MEDIA THAN 800-THREAD-COUNT SHEETS AND 5-STAR CHEFS.)

18 La Concha Resort, Puerto Rico

19 “  #  !”

20 YOUTUBE 1. QUICK, EASY (MAYBE TOO EASY) INTEGRATED ALREADY, YOU CAN CREATE A CHANNEL. 2. IF YOU GET POPULAR, THEY PAY YOU. 3. VIDEO STILL THE FASTEST GROWING PLATFORM ON PLANET EARTH.

21 INSTAGRAM VIDS + VINES 1. ORGANIC, EASY, FREE. 2. IT’S NOT ABOUT SHORT ATTENTION SPAN (6 SECOND VID IS ACTUALLY 12, 18, 24 SECONDS)

22 TWITTER 1. HELPFUL TRUMPS SELLING (TRUE FOR ALL SOCIAL MEDIA) 2. DON’T OBSESS OVER FOLLOWERS 3. INTERACTIONS, BOTH GOOD AND BAD

23 FACEBOOK 1. GOOD FOR A STATIC CALLING CARD AND TO GET CUSTOMERS TO JOIN THE CONVERSATION. 2. TREATS USERS AS ADVERTISERS. CUTS OFF FOLLOWERS AND MAKES YOU PAY FOR MORE.

24 “The Problem with Facebook” by VERITASIUM on YouTube

25 PINTEREST “Facebook is the past, Twitter is the present and Pinterest is the future.” 1.USED FOR PLANNING 2. PLACE BOARDS: HELPFUL, BIGGER PICTURE

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27 3 QUESTIONS 1.WHY DO YOU WANT TO TELL THE STORY? WHAT’S THE GOAL? 2. WHO’S THE AUDIENCE? 3. WHAT MESSAGE DO YOU WANT THEM TO WALK AWAY WITH?

28 TIPS FOR BEING RELEVANT WITH MEDIA

29 MAKE SURE THERE’S A MESSAGE (WOULD YOUR NEIGHBORS CARE IF YOU TOLD THEM ABOUT IT?)

30 KEEP IT SIMPLE AND BRIEF (THE AGE OF LONG PRESS RELEASES SHOULD HAVE BEEN OVER LONG AGO. WILL THE POINT FIT ON THE BACK OF A MATCHBOOK – OR IN A TWEET?)

31 BE PART OF THE BIGGER PICTURE

32 HOW DOES IT AFFECT TRAVELERS?

33 LOOK AT HOW OTHERS ARE DOING IT

34 Skift.com

35 QUIRKY IS CURRENCY (BUT BRANDS AND DESTINATIONS ARE RELUCTANT TO EMPHASIZE THE ODD.)

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37 The Vancouver Sun

38 LEARN MANDARIN

39 YOUTUBE.COM/BADLATITUDETV FACEBOOK.COM/BADLATITUDETV SFGATE.COM/BADLATITUDE


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