In 2009, I challenge you to stop using the web as just another distribution platform.

1. DIGITAL MEDIA
ISN’T MASS AP
MEDIA FOR C HE
Bud Caddell Strategist, Undercurrent

2. Alright everyone,
budgets are tight.
TV is out. Radio is out.

3. But we still need an
ass-load of awareness!

4. How about a viral video?

5. ? ???

6. Brilliant!
Get right to it.

7. Oh shit.

8. !
L
I
A
IC
EP
F

9. T
E
N
RT
ES
TU
WH IN T J
EO R
H
EN
T N HE N
IS NOT UTIO
W
IB EL.
ILL W
A ISTR N
D HAN
E LE
C
ARN
?

10. THE WEB WASN’T BUILT WITH
COMMERCIAL BREAKS.
IN FACT, THE WEB WASN’T
BUILT FOR ADVERTISERS AT ALL.

11. UT HEY!
HAT’S
K!
ON THE WEB, YOU MAY JUST BE
ONE OF US, BUT YOU’RE THE
ONE OF US WITH GOBS OF
CASH TO DO REALL COOL SHIT.
Y

12. BUT YOUR STRATEGY FOR
THE WEB HAS TO INVOLVE
MORE THAN DROPPING
NEW COMMERCIALS*.
*PEOPLE BARELY
ENDURE YOU HERE.

13. AND EVEN
THOUGH WE
LOVE THIS
BIG GUY,
HITS LIKE HIS
ARE EVEN
MORE RARE
THAN CLICKS
ON YOUR
BANNERS.

14. IT’S A FACT OF ONLINE LIFE:
REAL SUCCESS IN THE DIGITAL
SPACE REQUIRES A LONG TERM
COMMITMENT OF YOUR TIME
AND MONEY.

15. QUIT BUYING EYEBALLS, START
EARNING WHOLE FANS.
VIEWERS COME AND GO, BUT FANS FIGHT FOR YOUR SURVIVAL.

16. ET’S
FOLLOW THESE SIMPLE
STEPS, AND YOU TOO,
CAN SUCK LESS HARD.
AKE IT
APPEN!

17. STOP MAKING
THINGS JUST
TO ACCRUE A
TEMPORARY
AUDIENCE.

18. START LISTENING
THEN RESPONDING.

19. START REWARDING
PARTICIPATION.

20. START TREATING
THE WEB LIKE A
SCIENCE LAB,
BECAUSE IT IS
ONE.

21. START COLLECTING
RELATIONSHIPS.

22. IN 2009, I
CHALLENGE YOU
TO STOP USING
THE WEB AS JUST
ANOTHER
DISTRIBUTION
CHANNEL.

23. About Me
My name is Bud Caddell. I work as a
Strategist at the New York based digital
think-tank Undercurrent. Find me across
the web at http://budcaddell.com
About This Deck
The illustrations used were stolen from
the amazing artist Gerd Arntz., more
info at http://bit.ly/gerdarntz
I’d be honored if you stole anything from this deck.

24. READY FOR
ANOTHER
CHALLENGE?
http://bit.ly/fans