New Media Services - Plan

Steps

1. Find tools that scan sources
2. Evaluate which ones provide the best feed through an API
3. Find hosting/AWS, specify environment, language
4. Time-based triggers
5. Program for triggered scanning based on input list
6. Program for processing based on criteria (high priority, good list, bad list)
7. Program to create periodic report
8. Program to create web page display
9. Program to find summary and trends; compare with competitors
10. Marketing / sales

Risks

1. Free services providing some of the functionality

New Media Services - Monitoring

Core: Technology and Authenticity to deal with new media
Monitor => Engage => Influence -> Monitor

Monitoring
Stages:
I. Info Sources: twitter, blog search, youtube, wikipedia, flickr, web search, news search
II. Input Lists: terms of interest, tags of interest, brand, company, partners, domain, new
III. Event or periodic trigger
IV. Intermediate storage as necessary (file, schema, feed, etc.)
V. Processing:
Separate into sections, sort items, prioritize, markup, classify
VI. Output:
Display web page, PDF file, Periodic email report


Engaging users is the "socialcast" tool

New Media Base Offerings

Service and Tool classification: Monitor, Enable, Encourage, Reward, Influence

Monitoring Services

• Search: Twitter, Google blogs, Facebook apps, del.icio bookmarks, LIn
• twitter monitoring; e.g. HealthCare, ep, CMG,
  
• Comprehensive reporting and dashboard

Influence Services
Engagement

Values

• Help customers communicate
• Give back to the community

Questions

• Who are Target Brands?
• How is this relevant and urgent today?
• Can you get great results without spending money?

Activities

• Create base articles
• Create core services
• Find Service Beta users
• Speak at Conferences
• Put up Conferences
  

-

New Media Services

Name
xyz New Media Services

Mission

1. Provide tools and services to help companies successfully navigate new media
2. Share new media knowledge and skills with others
3. New media includes: blogs, twitter, tags, wikis, feeds, social networks, soc. bookmarks

Tagline: Your guide to New Media Marketing

Core Value of New Media Marketing

• Increase Brand Awareness
• Engage with customers and others in the ecosystem
• Generate product ideas
• Lead Generation
• Find, Encourage, Enable and Reward Advocates
• Participate in the conversation and get feedback
• Monitor => Engage => Influence
  

Base articles

• Case Studies: How big brands use twitter, blogs, feeds, social networking
• Article: Integrated brand management for new media
• Case Studies: Good and bad examples of companies leveraging new media
• Article: Recommended Approaches to New Media Marketing; e.g. 10 pitfalls to watch out for in using twitter to promote your brand
• Guide for each media type: what is it, how to use it, strengths, pitfalls, tips, suppliers, tools, examples good and bad

Tools

• Submit to multiple social networks at once
• See what different social media are saying

Services

• Consulting - how to leverage new media
• Temporary content
• Set everything up for a brand
• SEO, design work
• Managed Advocate program (find -> encourage -> enable -> reward)
  

Website Description
Who are we? What do we do? Who needs our services? Why?

Upsell Path

1. Find examples of what users are saying about your brand; contact and offer more
2. Comprehensive look at what users are saying, today, about your brand (paid report, ongoing monitoring service, internal tools)
3. Help addressing users who say bad things
4. Help supporting users who say good things
5. Help you engage users so they say more things
6. Help you influence users to turn them into fans and say so

Books: New Media

Beyond Buzz - Lois Kelly
PR 2.0: New Media, New Tools, New Audiences - Deirdre Breakenridge

Business Plan Basics

Ante
Name, Logo, Mission, Web site, Tag line, Base articles (evergreen, ongoing updates)
Basic value: Specific Services offered, Tools - both free & paid
Mailing list, Newsletter, Weekly/monthly "fix" of value

Raise
Online guides, Printed books, Webinars, Live classes, Speaking at conferences
Case Studies, How-to guides
Significant value: Services and Tools

Additional cards
Find an emerging topic or technology, something that fits within skills and interests
Relentless focus on a specific demographic or audience

Charter Mission

Use existing knowledge of New Media to teach and help others
- Books, Classes, Case Studies, Newsletter
- No blog; enduring article web pages that are regularly updated
- Create services and tools to make a significant difference for new media penetration