1. Online communication tools David Phillips

4. Social media capabilities Can be one way or more (user to company company to user, user to third parties) * podcasting * videoblogging * photoblogging * blogging * wikis * mailing lists * bulletin boards * message boards * social bookmarking * massively multiplayer online game (MMOG) * social networks * viral video

6. Demonstrate how online tools compare with traditional * Brand promotion o Awareness o Brand value promotion o Long tail of awareness (the conversation) o Off-line advertising revolves round OTS o On-line advertsing revolves round actions * PPP features off-line are closed, on-line is open o Product/service off-line is finite o Product/service on-line is mashable o Price off-line is fixed or discounted, o Price on-line directly comparable o Delivery off-line is fixed on-line is varriable (buy global and it could be half way round the world) * On-line is a 'conversation' with a purchase in the process * On-line, the customer never goes away.

7. Example A news vendor: * RSS for news, mashable into a news source * Engine provides summary * Re-purposed for o Video (web, YouTube, user distribution) o Podcast (web, iTunes, user distribution) o Email ( with embedded text, video, voice). o newspaper o TXT/cell phone * Revenue from sponsors and re-constituted content

8. Findings * Many available interactive marketing communications tools and social media opportunities for organisations * Jury out on effectiveness to meet marketing, communication and relationship building objectives (it just seems to work) * Demonstrate how online tools compare with traditional communication and marketing tools and the online off-line social group building dynamic (not very comparable).