Transcript Digital Marketing Strategy: Now/Next Minne Hong Ho, USC University Communications USC Alumni Leadership Conference September 21, 2012

Digital Marketing Strategy:
Now/Next
Minne Hong Ho, USC University Communications
USC Alumni Leadership Conference
September 21, 2012
The Growing Tide: Big Data
Source: McKinsey Global Institute, May 2011
http://vimeo.com/20928251
Martin Hilbert, Provost’s Fellow, USC Annenberg
Impact on Marketing
Content creation
--------------> Data analysis
Outbound Messaging
--------------> User-controlled experience
New Tools
Radian6
• Traditional
• Social
• Real-time
Responsive Design
http://www.thismanslife.co.uk/projects/lab/responsiveillustration/
http://news.usc.edu/
Challenge Our Assumptions
• Facebook has more
users over age 45
than any other age
group
• More than 80% of
Pinterest users
women
• LinkedIn users
spend an average of 8
minutes on the site
http://mashable.com/2012/03/09/social-media-demographics/
Offer A Multi-layered Experience
• In-person experience
• Digital experience
• Real-time
• Photo
• Video
Takeaways
• Know your audience
• Give opportunities for feedback and engagement
• "Narrowcast" instead of "broadcast”
Contact: @minnehongho / [email protected]