Internet Marketing and Digital Media Strategy Sydney Australia

Create a culture that supports innovation

Two events

• At a meeting the other day and Dragons CEO Peter Doust mentioned something that stuck in my head - the process of "constant improvement"
• On a multipoint conference call yesterday - one new studio partner was open to new ways of managing the production process, the other an aggressive "not my job", not the way I do it attitude - it reminds me of "just becuase it's always been, doesn't mean it will always be".

I suppose at the core of this is a personal attitude - are you part of something else?  Is it customer focused?

In a recent video interview Ted Johnson, CMO, Minnesota Timberwolves said "create a culture that supports innovation" and develop a personal interest.  It's not quantity that matters but quality - Seth Godin's 10%.

Last night - the first video Digital Dragon submission from Warrick Nicolson

The St George Illawarra Dragons are looking for a "Digital Dragon" - a new role as digital media co-ordinator.

"Bringing the Best of the Red V to their loyal fans in the Digital Space is my #1 priority should I attain this role."

I like it.

Digital Media Strategy and Fan Engagement

Background:

A couple of months ago through FRED we sponsored a Sports Marketing Conference focused on Digital Marketing - key Dragons staff attended.

A couple of weeks ago we had good friend Mahei, Twitter Chief Happiness Officer ( iconic88 ) and Richard Burnet, Essendon FC, Chief Commercial Officer present to the Dragons staff.

Last week we launched the Search for Digital Dragon - a new Digital Communications Coordinator

An Update on our Search for The Digital Dragon

Yesterday was Day 3 in our search for the "Digital Dragon" - a new Digital Communications Coordinator at the St George Illawarra Dragons.

The central strategy here was to purposely target potential candidates through online social media marketing channels such as Facebook, email and Twitter (all requisites for the role) as oppossed to the old way of an ad in Seek or the newspapers.

Candidates are required to submit a Youtube 30 second video within the next couple of weeks on why they are the best person for the job.

For all the online marketing types then "Yes", the Youtube idea is a bit of rip off from Queensland Tourism's globally awarded "Best Job in The World" campaign BUT again, as Alastair Gray from UK Swimming recently said "Innovation is Great, Imitation is Faster". 

Note: It's very expensive and also higher risk simply playing in at the front end of the innovation curve - you need a combination of both.

Anyway I prefer to say that we embrace "best practice", ie if someone is doing something well then learn from them (Kirsten Corio from the NBA suggested recently)

First steps

To launch the search for the Digital Dragon we shot a CLIVEvideo and VIAB (Video In A Box) clip using high profile Dragons Ambassador Wendell Sailor (last Friday week).

• This CLIVE clip went up on the Dragons home page along with a tile (last Tuesday afternoon)
• We also uploaded the clip to the Dragons Facebook community (23,000 Fans)
• Had Dell and NRL_Dragons send out a Tweet to their followers (over 8,000)

• Yesterday (Friday) an email went out to 23,000 RedV Fans and contacts
• The University of Wollongong tweeted out "St George Illawarra Dragons are after a Digital Comms Coordinator. Would be a great job for a UOW grad journo! http://is.gd/eG5Y2 "
• and we launched a small Facebook advertising test campaign.
• Dell tweeted including video link http://twitvid.com/HNUUD

Looking forward to seeing the first clip come in and how the Groundswell around user generated content "may" work.

There has been a fundamental shift in the way us marketers communicate with customers and fans - it's no longer a one way push of mass advertising at the top of the sales funnel but also a two way conversation via digital communications platforms such as Facebook and Twitter.

What is interesting is that there is nothing really new in all of this, that is, the customer is #1 and satisfied customer Word of Mouth  is the best form of marketing.

The challenge today is how do you incorporate these new communication channels to embrace your fans and customers?

For those that say Facebook, Twitter and online social media is a fad then here's a simple fact  - without customers you don't have a business.  Your customers are already online and in these channels.  If you're NOT communicating with your customers in these channels your competitors soon will be.

For people and organisations that are already customer focused - the transformation to embracing the digital communication channels is a lot easier.

The Digital Dragon

We've been working with the NRL Dragons now for nearly a year, our first project some CLIVE clips for membership, merchandising and introducing Dells Twitter (now over 8,000 followers).

Today we launched a significant phase in the program - the creation of a new role- the "Digital Dragon"

This is no ordinary job opportunity.

You'll have to deliver entertaining online programs and create cutting edge content for Red V fans.

Take the challenge and get creative, submit a 30 second video and details that show why you’re the best person for the job.

If you’re successful, you’ll even get a chance to work and dance with the big Dell [dance]

For more information Click on me now, go the Dragons!

I'm looking forward to seeing the applicant clips - thoughts are putting some of these up on the big screen at the final home game on September 5th.

Brand Ambassadors

Big Dell rocks into the studio; we’re shooting a new CLIVE clip for the Dragons, this time it’s a callout for their new “Digital Dragon”, a dedicated resource within the Club to focus on online fan engagement and content development.

The development of the role is one step in the Dragons evolution into the world of digital communications – it comes about after the first CLIVE clips we launched last November to drive membership, merchandise and Dell’s Twitter and Facebook and a year of client education including the Digital Sports Conference.

Brand Ambassadors create a personal touch to your business - a face of the business which resonates with fans.

Creating Brand Ambassadors - CLIVE Web Presenter Auditions (Sydney)

Next auditions will be on Monday 6th September, 2010 at Taren Point (Sydney South).

Register: http://www.clivevideo.com/CLIVE-PRESENTER-/-CHEZ-AGENCY-AUDITION-APPLICATION.html

Schedule your audition availability here. http://tungle.me/maxys

Interstate: We have several major nationwide clients and are currently in the process of certifying green screen studios in other states.  Once that is in place we will begin auditions.  Timeframe 12-18 months.

Introducing Miss Kathy Burns, CLIVE Web Presenter Workshop Teacher

Kathy came to the CLIVE Presenter Audition in July and we instantly saw someone who could drive our new CLIVE Web Presenter Workshops.  Funny how life is like that!

Kathy brings years of experience running The Actors Workshop - Queensland's Leading private acting training provider. 

www.clivevideo.com/Web-Presenter-Workshop-L1.html

CLIVE Web Presenter Workshop - Level 1

By 2013 it is estimated over 95% of Internet traffic will be video which will drive demand for professional presenters.

CLIVE is a unique 1:1 performance space with your website visitors and the workshop has been designed to provide basic presenting tips and elements  specifically to CLIVE web presenting

CLIVE Web Presenter Workshop - Level II & Voice Coaching

Level II Courseware in final development - please contact Kathy for more information.

Voice Coaching Stream

There's a good chance you've already heard the beautiful tones of CLIVE Presenter and Voice Over artist Jo Wilton, her voice sits behind some of the countries largest organisations.

The CLIVE Web Presenters that get the most work tend to be those with a great voice.

Courseware in development - please contact Kathy for more information.

Introducing Erinjayne

Erinjayne is the lastest certified CLIVE Presenter - (July Auditions)A former Australian representative in synchronised swimming, Erinjayne studied journalism and worked at Horwitz magazines as an Editor. During the 2000 Olympics she was the Press Information Specialist for SOCOG at the Aquatic Centre. From 2000-2006 she was on Channel 10's Aerobics Oz Style and now appears on Mornings with Kerrie-Anne, The Morning Show, The Circle and TVSN doing advertorial work. She has featured on many TVCs including Gatorade, Sony Wega, Razzamatazz, Australian Tourism and Subaru.

Recent CLIVE projects

http://www.bikesureonline.com.au

http://www.frednotdead.com

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