Digital Chameleon runs "Monetising Online" workshop for Publishers Australia
Magazine publishers - learn how to monetise your online potential with clever tips and proven techniques that work, right here, right now.
To be run in Sydney, Melbourne and Brisbane in May
Contact us for more details
Do you know who you're selling?
Do you know your audience?
If you’re selling a cross-platform brand, can you articulate the differences between your online/offline audiences? Are they different people? How many of them consume all of your products v. simply via one channel? How do they use the different channels? Do the demographics skew differently for your online v. print Entertainment sections? Have you gone beyond demographics online to understand the psychographics (or at least the interests and behaviours) of your audience?
If you can’t answer these questions, it’s time for a meeting with the research department. Only by understanding how the various pieces of your brand puzzle work will you be able to determine the most interesting, innovative and appropriate solutions for advertisers.
Campaigns of the month
Mercedes-Benz has created the new "Dashboard" campaign that launched last month across 18 Conde Nast Digital sites, including those for magazines like Details and Vogue and portals such as Style.com, to support the debut of its new crossover SUV, the GLK. The objective of the effort, which mixes magazine and web content with a promotional video, is to build brand awareness without focusing on the number of transactions or conversions the campaign generates. It's rumoured to be valued at about US$1M.
"This has been designed as an engagement tool," said Conde Nast Digital Senior VP Dee Salomon.
Skittles web overlay site has gotten lots of buzz recently - going way beyond the banner, it's an innovative idea based around a simple navigation menu that links to Skittles' communities on the web. "Chatter" goes to Twitter - and what people are saying about Skittles, "Video" goes to the brand's YouTube page, "Friends" goes to Skittles on Facebook.
If you're a publisher or a marketer who hasn't yet figured out that your audience is actively involved in the "social web," and you're not actively working on ways to take advantage of that, then the clock is ticking.
What is Social Learning?
Case study by Nicole White, Instructional Designer
Let’s look at our learners for a moment. Each one comes pre-packaged with their own experiences that they use to interpret new material. When a group of such individuals meet together to share these experiences with each other we start to get a very unique knowledge base and knowledge sharing – kind of two heads are better than one. These informal exchanges during learning are where companies will maximise their competitive edge.
As the Lead Instructional Designer for RWD Australia, I've been working closely with Digital Chameleon to develop training products that streamline the introductory level of training that the company offers. However the nature of the content didn’t lend itself to traditional online presentation of material and assessment techniques. Firstly, Patty had some difficulties finding some ‘war stories’ to help her people learn vicariously through other people’s miscues (no-one will admit to anything in the advertising world!) So what if we got her learners, who are already professionals in the media arena, to share their own experiences? Not only are these stories potentially great for learning – they are real and relevant to providing context.
Our solution for Digital Chameleon includes a social learning network - by far, the untried element of the solution. I was completing a Master of Arts in E-Learning and predominantly attended discussions online (with just 3 face to face sessions per semester). The tool that worked remarkably well for me was Ning.com. The tool allows learners to discuss topics, add avatars, photos, videos, blog reflections from their learning, and allows others to comment on these reflections.
The solution we developed for Digital Chameleon consists of 8 e-Learning modules including various topics such as Audience Measurement, and Social Networking itself! The social networking component enhances the traditional ‘assessment’ element of eLearning and provides learners with an opportunity to review, comment, and learn from peer responses.
We worked closely on the premise that effective learning is facilitated by communities that depend on the social space, the characteristics and experiences of its members, and the community. Creating a safe environment for your learners to share and provide feedback is integral (you tend not to share your most intimate thoughts to the lady in the bank, unless you have at least had a chance to talk about the weather and your cat for a moment).
Add a skilled mediator to generate lively discussion, keep the site alive and provide productive learning, and you have an effective tool leveraging social learning. Digital Chameleon has also found that they have a valuable ‘storage vessel’ for that unique knowledge base.
See you next month!
I'll be attending the LearnX conference in April and will share what I learn via Twitter and next month's enewsletter
Patty Keegan, Director
Digital Chameleon
|
